To begin, we actively seek out the kind of situations that not only allow us to really get to know our users but ones that stimulate imaginative thought patterns. As part of this approach, we immerse ourselves in previously unfamiliar environments where we both observe and interview a variety of relevant stakeholders, including “Primary Users”, “Extreme Users” and “Key Opinion Leaders”. We find doing such helps us greatly to develop a more in-depth understanding of the issues at hand. Most importantly though, it enables us to uncover your current points of frustration, as well as your suggestions for improvement.
After we’ve successfully completed the above tasks (as well as looking outside of the industry in question to see how "Thought-Leaders" in other market areas overcome similar challenges), we retreat to the background to reflect upon it all.
At such a point in time, we painstakingly analyse our exploratory, secondary and primary research findings in order to identify themes, to find patterns and to discover meaning. Tapping into our 5 Senses Design Philosophy, we categorise types of solutions upon an Empathy Map, as we set about translating our research into actionable frameworks and principles with the power to satisfy your deepest needs and wants.
