When I went to graduate school, my professor drilled a simple statement into my head: “The user is not like me.” This was a reminder that, when I design things, the people we are designing for have different wants, needs, desires, and characteristics than I do.
Design Strategy, Innovation, Education and Product Design
We identify value by interfacing with customers: we conduct qualitative ethnographic research to understand how people work, live, and play. Then, we translate this research into meaningful insights about human behavior, and leverage these insights to produce provocative new visions of the future. These visions become defensible: these become the "big rocks" upon which to base organizational change and new products and services.
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and Visual Design
We work extraordinarily quickly to produce specifications, interactive simulations, and functioning software. We optimize for engaging usability, but we never sacrifice craft or beauty. We customize deliverables to our development teams and quickly operationalize our product and service visions into existing development cycles. We work to ship code that matches what's been designed.
We teach a repeatable process that helps organizations inform and set design strategy. This process, and our educational approach, are all focused on managing the complexity that comes with technological advancement—the advancement that now shapes our organizations, our service offerings, and the products that we build and use. Our approach shapes practitioners who are able to immediately begin to deliver the value of both design thinking and design doing.
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