Everything starts with the right approach.

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01

Learn & Empathise

"Give me six hours to chop down a tree and I will spend the first four sharpening the axe."

1. My first priority going into any project is to equip myself with an empathic understanding of the problem we are trying to solve.

2. We consult experts to find out more about the area of concern through observing, engaging, and empathizing with people to understand their experiences and motivations.

3. We learn about competitors to gain an understanding of where the market is and where it is headed.

4. With an understanding of the project timeline, goals, and resources, we start to plan and decide what methodology to use. 

Problem

Project Goal

Market

Competitors

User Needs

02

Define

Depending on what we find out, we’ll create artifacts such as personas, user flows, or site maps.

These highlight opportunities to explore from insights gained in the discovery phase. It allows the team to prioritise what’s important and achievable within the limitations of time and resources.

We always start with the user's problem and frame it as a design challenge. 

Strategy

Personas

Customer Journey

Flows & Interaction

Features Mapping

Rapid Prototyping

03

Ideate & Prototype

With a clear view of the problem, an understanding of the user needs, and a solid product structure, it’s time to ideate.

Creating a mood board of visual trends helps communicate design concepts to the team. With an approved concept, we move on to the detailed design of the product.

At the end of the project, the deliverables include a clean Figma file, a product library, and on request a design system or digital guideline.

Moodboard

Concept

Product Design

Prototype

Libraries & Guidelines

Design System

04

Test & Validate

To test our ideas, we run user testing sessions where we observe our target users as they interact with the prototype and gather verbal feedback.

With everything we learn from the testing phase, we'll make changes to our design or come up with a completely new idea altogether! It is a non-linear process where we continuously look to understand the user better. 

Usability Testing

Observation

Iterate

Validate

Repeat

Design thinking has long been considered the holy grail of innovation—and the remedy to stagnation.

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