Drivers
Always impressed and inspired by simple, inclusive, ethical, functional and meaningful products designed with the environmental impact in mind. Products that ignore excessive graphics, but concentrate on its essentials to communicate its function or idea. Moreover, a performance which also forms part of today's products. A useful solution where invisible design plays a major role. A great story that represents business transformation beyond category. A story that connects with an audience.
“Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away” – Antoine De Saint-Exupéry
Focus
Products focusing on human-centric innovation, usability and inclusivity capable of providing support and feedback at appropriate time within set context. It is you and me who have chosen this trend as our digital voice. A clean and pleasant digital landscape which let us enjoy a product in peace and tranquillity of our own comfort zone without any distractions.
Today's products are no longer a unique selling point from a consumer perspective. It shifted from being a novelty to an expectation.
Mission
Offer solid evidence through in-depth research of how the product experience should be designed relieving any concerns of the irritating last minute & extra expenses, as well as providing measurable indicators that keep the product maintainable and scalable.
Drive innovation with user research.
Integrate user research into a design-led process.
Boost product scalability, productivity and revenue.
Advocate the importance of user-centred product design.
Fulfil and design an environment that is comfortable and lets a person get on with whatever it might be.
Know and understand where to make an effort that makes the difference.
Work with distributed teams and different cultures to drive a common design culture.
Translate a complex process flows into a minimal, effortless and seamless human-centred experience.
Enrich people's lives throughout meaningful & impactful products.
Strategy and process approach
Designing for the needs of real people (not machines) often means understanding complex processes and behaviours which are being approached from research to onboarding and only then translated into intuitive and usable products.
1. Understand human needs involved
Set aside assumptions.
Gain insight into people and their needs.
Uncover people’s latent needs and desires to explain their behaviours.
Find out more about the area of concern through observing and engaging with people.
Learn about the difficulties people face.
Gain an empathic understanding of a problem.
Understand people’s experiences and motivations including their environment
Immerse yourself in the physical environment to have a deeper understanding of issues involved.
Empathy helps gain a deeper appreciation and understanding of people's emotional and physical needs, and the way they see, understand and interact with the world around them.
Ask What-How-Why
What
Functionality and features.
What people can do with a product.
How
Accessibility and aesthetics.
Relates to the design of functionality in an accessible and aesthetically pleasant way.
Why
Motivation and values.
Involves educational guess about a person's motivations and emotional drivers for adopting a product.
Outcome: desirability, feasibility and viability.
2. Frame and define problem in a human-centric way
Define core problems.
Identify new solutions to a problem.
Analyse observations and synthesise them to define core problems.
Define user persona and ensure that the design team develops a strong user empathy.
3. Human-centred problem statement
Expand problem space.
Identify a new solution to a problem.
Gather great ideas to establish features.
Open to free thinking and to expand problem space.
Focus on problem-solving instead of what it looks like, such as what it can do for users and how it works in different scenarios.
Outcome: consciousness distribution, knowledge exchange, beta epics design.
4. Hands-on approach adoption
An inexpensive and scaled-down version of a solution or features within a product to investigate the problem-solution generated in the previous stages. The approach that communicates the fact that it is not a finished product and is subject to change.
Leave improvisation behind.
Identify the best possible solution.
Investigate the generated solution.
Experimental phase to be able to identify the best possible solution.
Get an idea about the constraints and present problems, get a more informed perspective of how real users would behave, think, and feel when interacting with the product.
Outcome: ultimately, it is the data that leads to the best decisions of all.
5. Develop a solution to a problem
Test conditions of use.
Empathise and see how people think, behave and feel.
Alterations and refinements are made to rule out problems.
Derive as deep an understanding of the product and its users as possible.
Redefine one or more problems and inform about the understanding of users.
Empathise and see how people think, behave and feel.
Alterations and refinements are made to rule out problems.
Derive as deep an understanding of the product and its users as possible.
Redefine one or more problems and inform about the understanding of users.
Outcome: the approach that is summing up the total of all interactions including the none digital ones with product and brand.
6. Understand available options - conclusion
The approach is looking for analogies from the real world and translating them into digital solutions.
Maximise operational value.
Thought through product presentation.
Minimise people's expense of time and effort.
Deliver implementation at minimum expense.
Show a clear understanding of the options available.
Navigational choices that make sense on its own.
Expose the main product offering and work with polyhierarchy.
Communicate who you are, what a product is for, show the difference.
Satisfy the need for an understanding of a product existence at first instance.
The less one offers the better and the higher overall value is perceived (more clutter often means lower quality).
Tackle product design process life-cycle with its complex bumps by understanding human needs involved, by human-centric problem definitions, by looking for analogies from the real world, by expanding the problem space and allowing for free-thinking, by adopting an inexpensive hands-on approach where one can identify the best possible solution and lastly by developing a solution to a real problem one meant to be solving.
Outcome: products evoking an “of course”, products that are to positively affect customer behavior.