It’s all natural. It’s a method that refers to the natural creative process of the brain, aiming to develop a creative state of mind while balancing analytical and creative thinking. It builds on qualitative research and offers value to corporations and their customers for long term change and innovation.
The user is most important. You have to develop a deep understanding of the user, observing their needs while using insights to define challenges and opportunities. Combine that with expertise and analyze market trends to ideate, build a prototype, test for feedback and then test the idea with the user again.
It is not a dogmatic way of working. Rather it’s a mindset. As a methodology it helps us navigate through innovation projects. In the dogmatic way, you have only one way of doing things. In our way, we choose the tool depending on the situation, needs of the team and stage of the project. As for mindset, it’s about working in an interdisciplinary team, integrating the end user, and being biased towards action. It’s about being able to navigate through constant change and practicing creative confidence. It’s about being able to navigate through constant change and practicing creative confidence.
Empathy is key. One of the founding factors of this concept is empathy with a user in a specific context. We always start out with the user perspective because it makes no sense to design something that nobody wants in the end.
The context of each client is different. Some come with a new idea to execute, or they want to improve their user experience. Sometimes it’s the HR department asking to train their staff to think outside the box, or to train the top level management to become entrepreneurial leaders.