Our Latest Insights

How we think and what we’re working on.

Shaping Your New Normal
Shaping Your New Normal
Mar 24, 2020 // 3 min read

Everyone will have to adjust to changes in the world after the COVID-19 crisis is behind us. The "In-Person Economy" is eroding. Remote work will be more common. People will expect to do more things online than ever before. Many of the old norms you…

The Perpetual Validation Loop
The Perpetual Validation Loop
Sep 30, 2019 // 3 min read

You’re going to loop back and forth between prototyping and testing, so what happens when it feels like you’re not getting any traction? This will probably happen. Don’t panic. When you’re stuck in a perpetual loop, it’s usually because you’re not…

Features vs Benefits: What's the Difference?
Features vs Benefits: What's the Difference?
Jul 19, 2019 // 3 min read

It’s important to think about both features and benefits when you’re creating a product or service. What’s the difference? Features are generally quantifiable or tangible. Usually, they relate to a specification of a product or service. Benefits are…

Innovation Isn't Always Awesome
Innovation Isn't Always Awesome
May 17, 2019 // 4 min read

Companies of all sizes are pushing their teams to be "innovative". It's the modern buzzword, and it's in heavy rotation in boardrooms across the globe. Trouble is, "innovation" is a vague concept. Without a clear business objective, "innovation"…

Using Exchange Theory to Guide Pricing Decisions
Using Exchange Theory to Guide Pricing Decisions
Apr 5, 2019 // 2 min read

How do you decide whether something is valuable to you? What's the right price for your product or service? How much is too much? Or too little?

An Apple Event Without New Hardware?
An Apple Event Without New Hardware?
Mar 29, 2019 // 2 min read

Human-centered Design isn't just for digital businesses
Human-centered Design isn't just for digital businesses
Mar 22, 2019 // 3 min read

Executives in legacy businesses, particularly those who aren't digital-first, often ask me how human-centered design can help them when they aren't shipping digital products. Look no further than the retail fashion chain Zara. 

When Business Goals ≠ User Goals
When Business Goals ≠ User Goals
Mar 15, 2019 // 3 min read

Twelve years ago at a SXSW afterparty Jeremy Keith, a fellow designer, first told me about "Twitter". It was just a fledgling text message service at the time. At his encouragement, at 1:28 PM on March 10th 2007 I sent a text message to 40404 (this…

The Business Value of Design
The Business Value of Design
Mar 15, 2019 // 2 min read

Look at the last 5 years. The black line is the S&P 500. The colored lines are companies who use human-centered design and design thinking as a core product strategy. Great design process drives real results. The trick is aligning the business goals…

From Idea to Revenue as Fast as Possible
From Idea to Revenue as Fast as Possible
Mar 8, 2019 // 3 min read

You probably get ideas all the time, and a lot of ideas seem good at the time you have them. A few ideas turn out to be good, a few of those turn into products, and even fewer turn into viable businesses. The difference between the ones that make it…