Empathy and defining

The key is to identify the issues and motivations that influence people’s choices and behavior. We work on personas, often identified in earlier qualitative research. At this stage, the synthesis of information happens to determine what the actual problem is. This stage often requires breaking mental frameworks and habits that limit perspective.

Ideation and prototyping

This is the stage in Design Thinkgin where we translate key challenges into ideas and into solutions. The team focuses on generating as many solutions to the defined problem as possible using the DESIGN THINKING method, and then evaluating and selecting the best ones. Based on these, prototypes will be created – a simple visualization of the solution that can be presented to others and quick feedback gathered. Selected solutions are refined (e.g., internally by the client) and can be tested in further consumer research, including quantitative research.

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