Design Thinking 101
Codified in California at Stanford University in the 2000s, Design Thinking is a design model that aims to solve complex problems through creative vision and management. It is considered a democratic approach, capable of pooling all of company resources, enabling everyone to contribute to finding solutions. It's a people-centered approach, focused on the ability to develop a set of thought both as creator and user.
A whole new approach
Design Thinking takes advantage of empathy and experimentation to implement innovative solutions, properly contextualized, that people will love since they are tailored on their needs.
It is a change of perspective: moving the focus from functionalities and technologies to people and their goals, we are able to create more effective, durable and satisfing solutions.
"If the solution works, business will be the consequence, not the starting point."
From method to mindset
Starting from this new perspective, Design Thinking can be applied to every side of business, fostering a new approach to company identity, its processes, its strategies, its product and services.
Our approach takes advantage of Design Thinking and Human-Centered Design, adjusting to client needs to analyze the context and define a strong concept that can be tested on users, and designed on realistic use scenarios.
Our method has 3 main phases: Discover, Ideate, Make
This first phase aims to define the value proposition to meet customer expectations. In order to do so, we need to know our user's behaviour, goals, motivation and needs: these will be the focus of the whole project.
Moreover, we have to understand what is the vision behind the business, and make an assesment based on market offers.
During a co-design workshop, we guide participants to elaborate the results of previous research in order to identify the Value Proposition.
"We designed a flexible method that can meet the diverse needs of our customers."
Output of this phase will be a Concept reflecting the main features of a product fulfilling the needs defined by the value proposition.
The first step is a 3/5 days co-design workshop to define goals and then define services. If required, we work side by side with the client to explore possible solutions through more specific workshops, following design sprint methodology.
We then take care of processing all the workshop outputs in interactive prototypes, videos and information architectures.
The last phase of our project includes an iterative cycle of observation, reflection and realization.
The cycle starts with exploring possible solutions that could solve the issues behind each goal; then each of these options is prototyped, tested, validated or rejected by users, stakeholders and developers. Rejection of a solution can lead to redefine objectives or modifing the tested solutions.
Validated solutions are finalized through the definition of UX/UI specifications up to the making of the complete product. This goal-oriented process enables us to deliver a progressive release plan.
Ifitalia, Mediana 2020
Fondo Est, CO.RE.
Custodia Valore, Aste on line
BNL, Transition Board
"Co-design means creating a design environment that fosters the synergy of different professional roles."
Since day one of the Research phase 'till the last day of testing, we think from the user's point of view.
We look at the design process as a loop. We believe that both micro and macro iterations are fundamental to obtain the best possible outcome during all phases of the project.
Unity is strength. We collaborate with clients, users, developers and business parters to co-create top notch products.
Each project is different, our process is so flexible that it guarantees a tailor-made experience for each client.