Paving the path to innovation

Investing the time into laying a solid foundation for your project is proven to pay dividends. We use the methodology outlined in the first diamond of the Double Diamond to set the tone and direction for the creative work to come.

Discover

Rip the brief

Every project is born out of a problem. It may sound like a rather bleak inception, but it’s actually very exciting. Out of every instance of reduced conversion rates, poor brand visibility or low engagement is the opportunity for innovation. 

Our process begins with questioning everything. With a new project in front of us, we analyse what we’ve been tasked to do from every possible angle—developing multiple perspectives on the brief.

Rip the brief

Define research areas and methods

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Accurately scoping the project and creating a plan, however agile it may be, sets a course for the project. Moreover, it sets realistic expectations for us, working on it, and for you, receiving it.

  • creating a project space
  • brainstorming
  • choosing a sample
  •  fast visualisation
  •  hopes and fears
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Primary research

Primary research

Conducting primary research allows us to find the specific and nuanced insights that make the difference between your product being marketable and award-winning. We work closely with your core audience to understand how to enhance their experience. 

  • observation
  •  user diaries
  • being your users
  • quantitative surveys
  • omnibus surveys
  • ad-hoc surveys

Secondary research

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To validate our primary research, we carry out various forms of desk research. This not only consolidates our findings, but adds further context in constantly evolving landscapes. Now we have a series of unstructured findings that we can take through to the next phase of the diamond. 

  • literature reviews
  • communication audits
  • competitor profiling 
  • industry trends and attitudes

Now we have a series of unstructured findings that we can take through to the next phase of the diamond.

Define

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Build themes and clusters

Build themes and clusters

Taking all of our unstructured research and findings, we begin the synthesis phase by building themes and clusters from everything we now know. This creates a more palatable overview for both us and you.

Find insights

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From here we can glean what may be insightful and help us to simultaneously ground and propel the project – focus groups

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Form HMW question

Form HMW question

The new insights we have found allow us to determine areas of opportunity that will take the project to the next level. We form ‘How Might We?’ questions to pull together a new brief which acts as a more refined strategy that can then be taken forward into development, ensuring the creative agency has a clear direction to head in. 

  • assessment criteria
  • comparing notes
  • drivers and hurdles
  • customer journey mapping

Want to discuss how using this process will benefit your product?