Generative research is integral to our design process. We observe people using products in their natural contexts to gain a nuanced understanding of the user, identify previously overlooked needs, and inspire us to create innovative solutions. And we study other stakeholders--people who might deliver, service, or retail a product--to gain insight into their crucial needs. Depending on the project, our tools include ethnographic-style fieldwork, workshops, expressive stimulus, and other methods tailored to suit the problem at hand. Then we take our discoveries through a rigorous analysis to develop a design strategy for products that resonate with the consumer and meet business challenges.
Image: Home Improvement study