Principles

Service Design Icon

All design is service design

Our clients perceive us as one company, whether they interact with our product, our customer success team, our marketing website, or attend our events. Every interaction influences the perception of our brand. Internally, we need to be aware of the holistic/multi-touchpoint service we belong to, create connections, collaborate, and provide the consistency that our clients expect from our brand.

Inspired by Org Design for Design Orgs
Coach Board Icon

Value over process

Design tools, methods, and models are not to be followed by the book. Every project has different goals, needs, and people. Be pragmatic, adaptable, and creative. Shape your own process and focus on adding value to your clients, your users, and your team.

Conversation Icon

Curiosity over judgment

No matter how obvious it might seem, in every challenging situation, assume that you don't have all the facts. Start by asking questions and truly listen. Many times, you will discover new information that will change your point of view. It will make you a better leader and peer and will help you create (and preserve) more meaningful connections everywhere.

Hand holding hearth icon

Mindful leadership

Is someone you need help from out of the office? Is it Friday EOD, and you just remembered there is something you need help with on Monday? Don't shoot messages over the weekend or after hours. Avoid giving people things to ruminate about. Be mindful of your team's time and headspace.

Product Design Process

Design process diagram with four steps
Validate the problem
Validate the Solution
Implement the Solution
Continuous Experimentation
Goal
Make sure there is a market with a problem that is big enough to build a solution.
Prototype a version of the solution with enough features to solve the market's core problems.
Design, build and launch an MVP. Add, remove, and iterate on features until finding product-market fit.
Grow the product and its user base, focus on revenue and impact; expand to other markets.
Activities
  • Generative research
  • Customer development
  • Validate or revise the market-problem hypothesis
  • Product design
  • Prototyping and testing
  • Validate or revise the problem-solution hypothesis
  • Product design & development
  • Evaluative research
  • Customer creation
  • Iteration & refinement
  • Product design & development
  • Run hypothesis-based experiments
  • Company building

Iterative Research & Design

Risks & waste

The riskiest assumptions are validated first, allowing the team to find more certainty during initial sprints and reducing the risk of making significant and costly changes later on.

Product Fidelity

In the beginning, the UI is not perfect, and some information might be hardcoded, but Design and Technical debt is paid off as the product proves its value.

Ever-changing artifacts

Every artifact is a work in progress and shaped incrementally – through time, a proto-persona is turned into a persona and evolves as we do more research and get more data.

Progressive sketching

Sketching is collaborative and cross-disciplinary, focusing on the now while still looking out at the road ahead.