... and Design-driven.
A Design-driven approach works proactively to understand, to anticipate, and to influence the emergence of continual insights. This stands in contrast to conventional market-pulled and technology-pushed strategies. Chasing the market inevitably results in a reactive posture. Exploiting new technologies is most often a near-term fix — not a sustainable differentiator.
A Note on Process
Process models look deceptively linear. In practice the activities and insights captured in each stage all interact with one another. In our approach there is a conscious and constant iteration between each stage.
"As to methods, there are many, but principles are few. The person who grasps principles can successfully select their own methods. The person who tries methods, ignoring principles, is sure to have trouble.
— Ralph Waldo Emerson
Discover The Context
Purpose. Strategies. Assumptions.
Discovery can sound long and slow. It isn’t. It’s lightweight and designed to ensure teams are aligned and informed. Context determines everything - it sets the frame for decision-making. Understanding a context means considering purpose, people, and culture. This is the same for an organization, a society, or a civilization — the only difference is scope. To understand a context means a diversity of inputs and perspectives at the beginning of every project.
Define The Opportunity
Analysis & synthesis to align vision.
Opportunities are plentiful - opportunities that matter for your context are the key. Once aligned on the context we are able to accurately define themes and to distill relevant opportunities. This means clarity on: the central purpose; how people will be affected; and the ways which these new opportunities might shape the culture. The outcomes for this stage are concepts that align with the purpose and solve for real needs.
Ideate To Learn
Prototypes to validate assumptions.
Ideation is about action. Once we've identified opportunities aligned to the context we are positioned to imagine ways to solve for the specific opportunities we've found. The objective is to simultaneously develop multiple ideas and prototypes to generate ideas based on the relevant needs.
Create To Experiment
Experiments to test & to launch concepts.
Experimentation and iteration is at the heart of all great design. Experiments take shape by developing hypotheses based on the concepts and opportunities which are relevant to the context. Experiments can be quick and targeted or more longitudinal – in either case they establish confidence, lower spend, and increase the quality of solutions.
We bring clarity to your product & service experiences and build your company's internal capacity for sustaining customer-centric principles and practices.
Designing human-centric organizations means putting people first. Putting people first does not mean sacrificing profitability.