ProcessIdentify. Research & Document. Prototype. Implement. |
 Phase 1 - IdentifyDeveloping brand strategies, identities, web strategies, and user experiences requires an element of focused research. In all scenarios, design research begins by defining the problem and design objectives. Researchers then conduct a contextual audit, benchmark existing paradigms and review related trends and potential interaction scenarios. This process provides preliminary insights that direct the researcher towards suitable sources (primary and secondary) for further investigation. Phase 2 - Research & DocumentOur research tools range from literature reviews to more ethnographic methods. We listen, observe, interview, and question, all the while documenting our findings along the way. Notes and documentation ranging from videos to user journey mapping provide references for uncovering patterns of meaningful connections, cultural shifts, social values, and behavior. Just as artifacts inform archaeologists, these documents illustrate people’s real interactions with brands, products and services; essentially guiding a human centered design approach. Phase 3 - UncoverGetting close and personal with experts, consumers, and end-users allows for meaningful discoveries and enables us to be more empathetic towards their perspectives, motivations, feelings and desires. This depth of research extends beyond typical market research or audits, providing us with unique insights and illuminating new opportunities for innovation. Phase 4 - PrototypeNew opportunities and solutions formed throughout the research process are prototyped and tested. At nascent this phase can take on many forms. A branding engagement might require customer profiling, whereas a web strategy might evolve the online interface by defining “typical” user journeys. This process of prototyping not only aids designers in the development process, but also helps communicate our insights to our clients, by showing rather than telling. |
