You could hire designers to create that new thing. Or you could add these three things to your current process and do better.

  1. Observe your customers in action… Do not interview, observe
  2. Validate solutions and priorities with your customers.. do not just make it up
  3. Test what is being built at least every two weeks… Do not wait until the solution is complete

It sounds so simple, but your competitors are not doing this. So do it and jump right past them.