We don’t create for people. We create with people.
We start with empathy

Every product and solution solves a problem for our customer. With empathy, we start actively engaging with our end customers and the stakeholders. To design responsibly for our customers we first must know them, their problems, and ourselves. We put ourselves in their shoes to create something that not only aligns with them, but resonates with us as well. Around here, we like to say, “We eat our own dog food.”

Removing our own bias

As practitioners of the human-centered design process, we focus on the importance of empathizing with others and removing our own bias when evaluating their needs. After all, we often find ourselves designing for people who are quite different from us, with different needs, desires, and underlying value systems.

Fulfilling an unknown need

Identifying an unknown need requires curiosity and empathy — just like design research. Who are our customers? What do they value, and why? Look for patterns in the things they buy or own — what are they not getting for themselves? What will their experience be like once they have this gift? Can we imagine and feel how enriched their lives will be once they have our solution?

Less is more

We work hard to provide our clients with as little design as possible, knowing that solutions which leverage existing assets will ultimately be more sustainable. We know we’ve achieved elegant design not when there is nothing left to add, but when there is nothing left to take away.


We don't take our solutions for granted. If it were easy and simple, you wouldn't need us in the first place. We prototype, test, learn from our mistakes, and prototype again. We engage with the end customers. We observe them, what they like, and what other ways they are using our solution for. Innovation is a continues process so we keep iterating.

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Learn more about Human Centered Design Process

How HDC Works