From the early stages of market validation to successful market entry, embracing, understanding, and learning from uncertainty is the key to relevant and successful product design.
Our 5–step design approach (Align, Immerse, Define, Resolve, and Inform) has been tried and refined to help entrepreneurs and companies leverage product uncertainty and shape a lasting design vision.
1. Establish common ground for a successful partnership
During on-boarding, our goal is to understand your business context, the market landscape, any user insights, and your initial ideas to create customer value. From there we establish an appropriate project framework to align goals with internal and external resources and capabilities.
Gain awareness of business context and industry
Understand the current problem space and proposed solutions
Co-create the project brief and establish key milestones
2. Understand and accept differing points of view to gain deeper insight
This phase is all about learning, adapting and understanding. We believe that both internal vision and external insights need to co-exist in a product definition. As we gain deeper understanding of the problem and solution, it’s key to acknowledge new learnings and pivot the product offer accordingly.
Audit customer research and uncover insights
Clarify brand values and product positioning
Evaluate technology roadmap and development gaps
Highlight colour, material, and design trends
3. Integrate competing product drivers into effective design solutions
Throughout our creative process, we study the user insights, business success criteria, and technology drivers. Innovative concepts and architectures often present themselves in due time. Testing these early concepts with potential users is a must as areas requiring attention often uncovered. Though this is one of the most creative phases, it’s critical we hold our ideas lightly, allowing user feedback and test results to mold them into a more effective design solution.
Address areas of uncertainty that exist, and seek to clarify
Develop design language for greater brand clarity
Consider commercial, industrial, and environmental objectives
Integrate into an original design strategy and unique solution
4. Fix inefficiencies, build, test early, listen carefully, repeat
Certainty in the final design is achieved through prototyping, testing, and validating all aspects of the product offer and design direction. Studies include tests that address aspects of function, usability, appearance, manufacture, assembly, quality, and shipping. We iterate persistently until the final design outperforms expectations—given the time and resource constraints.
Create prototypes to test areas of product uncertainty
Improve usability and clarity in the design experience
Adapt design with early manufacturing partner involvement
Approve the final design direction with certainty
5. Communicate plans and products clearly and honestly
Clearly communicating the final design with manufacturing partners, developers, and marketing requires varied types of outputs. The importance of iterating as much as possible prior to this stage is essential in reducing development costs and rework. Final 3D CAD data, detailed drawings and documentation is generated, as well as photo-realistic computer generated images to support investor pitches and various marketing efforts.