Design Thinking

Design Thinking is a formal process for creative solution development. 

The process allows us to identify problems, ask questions, develop ideas for solving the problem, evaluate our ideas, build a solution, and then see how well the solution works to solve the problem. The process can then be repeated. While going through the process, steps can be repeated or performed simultaneously. The process scales easily from designing a landing page to developing and launching a new brand. 

Below is a brief outline of the steps in our Design Thinking process, their purpose, what we do during each steps, and the results they deliver.




Identify project requirements.

Before we begin work on the solution we identify the project's goals, scope and parameters, and the criteria for its success.


  • KPIs
  • Importance & Feasibility Assessment
  • Technical Requirements
  • Functional Requirements
  • Maintenance & Support Requirements
  • Timeline & Budget Parameters
  • Identification of Stakeholders
  • Identification of Roles
  • Business Objectives
  • Project Goal



Understand current state, problems, and opportunities.

Through research we build a foundation of knowledge to guide the project strategy. In this phase we seek to understand the current state, it's problems and opportunities, and we seek to identify, engage, and empathize with the audiences that will be affected by the project.


  • Content Audit
  • SEO Audit
  • Search Phrase Audit
  • Analytics Audit
  • Security Audit
  • Stakeholder Interviews & Surveys
  • User Interviews & Surveys
  • Brand Analysis
  • Brand Audit
  • Competitive Analysis
  • Industry Analysis



Develop the project blueprint.

In this phase we explore possible solutions, strategies, and themes in order to understand both the rational and emotional needs of the project and its audiences. Through this we define our guiding principles.



  • Segments & Personas Workshop
  • Guiding Principles Workshop
  • User Story Mapping Workshop
  • Information Architecture Workshop


  • Guiding Principles
  • Segments & Personas
  • Concept Strategy
  • User Stories
  • Sitemap
  • Content Map
  • Content Strategy
  • Database Architecture Definition
  • Data Map



Visualize solutions.

Prototyping allows us to quickly and efficiently explore solutions, vet the audience's experience of the solutions, and confirm that proposed solutions fulfill business and project requirements.


  • Style Tiles
  • Wireframes
  • Design Mockups
  • Solution Prototype


  • Design Sprint
  • Wireframe Walkthroughs
  • Mockup Walkthroughs
  • Prototype Walkthroughs



Validate prototypes and decide on path forward.

After prototyping and before building, we evaluate the proposed to solution so that we can validate its alignment with the goals and guiding principles of the project. Following evaluation, we decide on the prototyped solutions that best align.


  • Prototype Testing
  • Goal Alignment Assessment
  • Guiding Principles Assessment
  • Prototype Approval



Build and launch the solution.

Now that the solution has been identified, we build it. We test it. We train others to use it. And finally, we release the solution into the wild.


  • Content Creation
    • Search Term Application
    • Copywriting
    • Media Creation
    • Document Creation
  • User Interface Development
    • Atomic Design Pattern Library
    • CMS Templates
  • Application Development
    • Database Implementation
    • Model Development
    • Business Logic Development
    • Hosting Development
    • CMS Implementation
    • Integration Development
  • Analytics Customization
    • Analytics Goal & Funnel Development
  • Migration
    • Content Migration
    • Data Migration
    • URL Mapping
  • Testing
    • Unit Testing
    • Quality Assurance Testing
    • User Acceptance Testing
  • Launch
  • Training



Study the solution's performance and identify how to iterate.

Using data and analytics, we seek better understanding of how audiences are interacting with the solution. We identify how to iterate on the solution to better solve user challenges, to take advantage of opportunities. With these insights, we start the process again.


  • Analytics Reporting
  • A/B Testing
  • Project Post-Mortem


  • Analytics Insights

Interested in Design Thinking? Contact us to discuss how it can be used to further your company's purpose.