What is and what could be.

Analysis and structuring turn collected evidence into insights and opportunities. Insights concerning problems, user types, situations of use, and opportunities for development of new and existing products & services.

These findings are not statistically, but qualitatively significant – the primary output are not facts about, but reasons for behaviour, perceptions and problems.

Joined with the clients perspective these insights and opportunities provide the building blocks for the strategy.

Among the categories we cover in our projects are:

experience and ergonomics: hierarchy of needs and desires | experience themes | expectations | ergonomic requirements |

scenarios: typical situations and problems of use | typical environments | related products and situations |

personas: user prototypes | aspirational personas |

Brand Personality: brand perception | social factors |