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When trying to understand what an audience needs it pays to dig deeper than the obvious solutions. This means framing and reframing the problem we are trying to solve. One of the easiest and often ignored concepts is that needs are verbs not nouns. A verb will allow your imagination to fly whereas thinking of your users’ need as a noun means you have already defined the solution. Nouns constrain our thinking to varia

The fact that some people are naturally better at different parts of the design process than others has become more apparent than ever of late. We know diverse teams matter, bringing in people from all areas of the organisation (the accountants, guys from ops and front of house, interns and executives) is important. Sometimes that team is compiled without worrying about which parts of the design process they are actu

Developing and testing prototypes is a fundamental aspect of a design process. It seems easy at first glance – make a low-fi version of your concept, and test whether it works. But it can be surprisingly hard. To me, proper prototyping means isolating a variable within your concept that you want to test, and creating something that brings that variable to life. And testing means letting people experience the th

  If design thinking is a new concept for you or even if you consider yourself somewhat knowledgeable on the topic, you might  find yourself asking how do I put design thinking into practice? The answer is that it does not have to be complicated and can start quite simply.  What’s more, businesses might  be using the principles of design thinking without even realising. Let’s start with an example close to home