Design Thinking For Customer Insight

Design thinking is a term that is most often defined from a bird’s eye view. It’s been called a framework for innovation and a human-centered approach to solutions. At street level, design thinking is simply about understanding the people at the heart of the matter and creative problem solving.

Designers and engineers have been solving problems in the product industry for years with this approach, and it turns out its value goes well beyond the borders of product development. Today you can look up the term design thinking on LinkedIn and you’ll find it’s been adopted in financial services, insurance, education and even human resources; reason being there are a lot of problems out there that need solving and people are at the heart of the matter.

With design thinking, the design process is distilled into an assembly line of stages that takes practitioners on a journey from understanding the challenge all the way to solutions testing. With any industrialized process, however, what goes in the front end can positively or negatively impact the quality of results down the line. Design thinking in its simplest form is creative problem solving, and the front end is about first defining the problem to be solved. If a problem isn’t fully understood or is poorly defined, down the line solutions risk being insignificant or worst case, irrelevant. 

Our focus is to set our clients and partners up for success through mastery of the early stages of design thinking.


1:  discovery

We first seek to better understand client opportunities through a customer-centric lens. We do this by engaging customers in environments where they live, work and play to uncover the motivations that are driving their attitudes and behaviors.


2:  analysis

We ground the foundation for our deliverables in the voice of the customer, keeping our content rich and authentic. We take great care in framing what customers' lives are like today and what they want most out of tomorrow. 


3:  visualization

We simplify the narrative of your customer's world via personas and storyboards. This enables stakeholders to better understand the keys to unlocking their customers and to take meaningful action during ideation.


4:  ideation

We apply principles of Design Thinking to our deep qualitative market research, making our work immediately actionable. Collaborative workshops involving not only client stakeholders and our creatives but customers as well open doors to co-create the products and services of tomorrow.


5:  storytelling

We recognize the need for our clients to socialize the customer story and outcomes to key internal audiences. To this end we employ visual frameworks, walkthroughs and unique mediums to tell the customer story in such a way that it drives employee and executive engagement. 


6:  amplification

We extend the reach and influence our clients have over their internal audience. Giving them the keys to unlocking their customers is just the first step. With  podcasting, video production and more, we help keep our clients engaged with their internal stakeholders for the duration.