Human-centered design serves people and businesses alike.

Understand. Innovate. Inspire.

We take a unique, story-driven approach to design thinking called Narrative-Based Innovation. We embrace consumers as heroes in their stories to develop a deeper understanding and empathy, to communicate a more compelling vision of how to solve their challenges and, ultimately, to deliver market-defining products and experiences.

We uncover insights and opportunities.

Through qualitative and quantitative research, we bring our customers’ journeys to life. We uncover insights that reveal what rational and emotional motivations drive their behaviors.

And we weigh the resources and constraints that affect their decisions.

Within those insights, we discover innovation opportunities and define the challenge we will solve for our customers. We go beyond listing technical or functional requirements and uncover the emotional requirements—the way our heroes need to feel about themselves and their world after engaging with our solution.

Capabilities:

Customer & Market Research

Trend Frameworks/Futurecasting

Market Sizing & Evaluation

Synthesis & Definition

Product Roadmaps

Feature Set Development & Evaluation

Market Sizing

Customer Segmentation Strategy

We innovate future products and services.

Our innovation process uses design thinking to quickly move from the expression of concepts to prioritize and develop the most viable user experiences in a very short time.

We prototype and iterate, early and often. We bring the best ideas to life through low-, medium- and high-fidelity prototypes and test them in the hands of people. We craft and refine real-world solutions that evoke emotional connections and measurable responses.

Capabilities:

Journey Mapping

Digital Transformation Strategy

Design Thinking (consulting, training and facilitation)

Product & Service Innovation/Ideation

Prototyping

Usability Testing

Business Model Canvas

Business Case Development

We create and optimize experiences that drive engagement today.

In the marketplace, ideas are theories. Execution is a fact. Magnani crafts customer and employee experiences that engage customers, are founded in business goals and drive conversions.

Capabilities:

Customer & Employee Experience Design

Service Design

Content Strategy & Development

Conversion Rate Optimization

Positioning Strategy

Brand Development

Marketing Strategy & Planning

Creative Campaigns

OUR APPROACH

We take a unique, narrative-driven approach to design thinking:

Stories are the fundamental way we learn and connect emotionally as people. We apply storytelling principles to the design-thinking process to create a deeper understanding and empathy with customers, to create and communicate a more compelling vision of how to solve their challenges and deliver more engaging user experiences, and, ultimately, to help organizations and their customers rally around that vision.

THE PROCESS
 
Empathize
Embracing our customers as heroes

Brought to life with stories that reveal who they are, we unveil what rational and emotional motivations affect their behaviors. We weigh the resources and constraints that affect their decisions. And we pore over the joys, frustrations, and hardships they experience as they travel on their daily journeys through the world.

Define
Expressing our heroes’ needs

We define the challenge we will solve for our heroes, not by listing technical or functional requirements, per se, but by declaring as our goal the emotional requirements—the way we wish our heroes to feel about themselves and their world after engaging with our solution.

Ideate
Imagining a new world

Through a guided process, we move from the unhindered expression of hundreds of concepts to the prioritization and deep development of the most viable solutions in a very short time. The best solutions are demonstrated and tested through, and documented within, idealized stories of our heroes encounters and engagements with our solutions, and the resulting outcomes.

Prototype
Forging the solution

We prototype and iterate, early and often. This is trial by fire. We bring the best ideas to life through low-, medium-, and high-fidelity prototypes and test them in the hands of people. It is the only way to truly craft and refine real-world solutions that evoke emotional connections and outcomes equal to those documented in our idealized narratives.

Test
Measuring success

Whether we’re launching an internal vision communications piece, a live market beta test, or a communications campaign, we know the story is successful when stakeholders and customers become not simply participants, but evangelists.

Work with us.

Alayna Van Hall
Director of Growth & Development

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