Through research, we bring our customers’ journeys to life with insights that reveal who they are as human beings and 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.

Using our research results, we uncover opportunities for innovation. We frame these opportunities through a narrative that defines the challenge we will solve for our customers, not by listing technical or functional requirements, per se, but by defining the emotional requirements—the way we wish our heroes to feel about themselves and their world after engaging with our solution.

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

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.

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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.

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