We always work together, collaborating on even the smallest idea. We don’t have superheroes and we leave our egos at the door. It sounds cliché, but it works and allows us to approach each project in a healthy manner.
By understanding the business and its user’s needs and frustrations via different exercises and activities, we are able to craft a solution that solves a problem for the end user.
We start with research, add function and acknowledge emotions to achieve a positive digital experience.
WHAT IS UX?
Our definition is simple. UX thinking aims to solve problems for people through intelligent validated design, recognising their environments, devices, emotions and goals. Begin by; Understanding what problems need to be solved for customers; Rethink a product or design to solve those problems; Measure the effects of those changes by listening to actual customers.
This is a continuous cycle of Thinking, Making and Checking.
As Dieter Rams once said, “Good design is as little design as possible.” This basically means there is a focus on function rather than form, achieved through simplicity, empathy and focus. Simplicity, meaning less clutter, reducing cognitive workload and less emphasis on visual design; Empathy, meaning understanding the feelings of people, what they think, feel, say and do; Focus, meaning reducing wasteful, unimportant elements.
Our design philosophy is no secret. We’re inspired by the greats, the likes of Dieter Rams, Zaha Hadid, Philippe Starck, the Stanford Design School and The Apple Marketing Philosophy developed by Mark Makkula in 1977.
We were born into the school of Design Thinking, which focuses on action and creation, allowing you to continue learning and improving upon your initial ideas. Whether you are building a microsite, car or rocket, Design Thinking focuses on need finding, understanding, creating, thinking and doing, always with the user’s needs at the core of the project.
Empathise: Understand who you are designing for, via observation, interaction and immersing yourself in their experiences and environments.
Define: From your empathy work, form a user point of view of the problem you will address with your design.
Ideate: Brainstorm and explore various and diverse possible solutions.
Prototype: Transform your ideas into a physical form such as a wireframe or prototype, learning and developing more empathy along the way.
Test: Learn more about the user, refining your original point of view by observing user behaviour, feedback and interactions, leading to prototype refinement.