Thinking + Strategy
Design Thinking + Innovation
A four-step model process for developing and delivering innovative solutions through design thinking. Utilized across digital design, product design, creative direction, marketing, innovative startups and reconceptualizing business and brand models.
The Four Phases
Phase 1
Clarify
Phase 2
Ideate
Phase 3
Develop
Phase 4
Implement
Phase 1
Clarify
Make concrete observations about users
The AEIOU Framework
Created by Rick Robinson and others at the Doblin Group in 1991 — presents several ways of coding observations: activities, environments, interactions, objects, and users.
Journey Maps
A structured representation of a user’s experience over time, revealing pain points and opportunities across the entire lifecycle.
Problem Reframing
Stepping back from the initial problem statement to examine it from multiple perspectives and gain insight on deeper user needs.
Reframe the problem to gain insight on deeper user needs.
Phase 2
Ideate
Tools and frameworks for generating ideas
The Creative Matrix
A table with design principles as column headings and tools as row designators — you simply apply the tools and plug ideas into the cells beneath the design principles they fulfill.
Concept Selection
Evaluating multiple concepts against design principles and user needs to identify the strongest direction.
Cognitive Fixedness
Understanding and overcoming the tendency to approach problems with familiar solutions, enabling truly innovative ideas.
Overcome cognitive fixedness to generate innovative ideas that fulfill user needs.
Phase 3
Develop
An experimentation mindset
Idea Selection & Evaluation
Concepts are multiple ideas combined into testable potential solutions, evaluated against design criteria.
Critique & Feedback
Structured feedback sessions that refine concepts without killing creative momentum.
Rapid Prototyping
Building quick, low-fidelity representations to test assumptions before investing in full development.
Concept selection, critique, and prototyping support and build on one another.
Phase 4
Implement
Communicate and structure for success
Storytelling
Communicating the value of a new product, service, or strategy through compelling narrative.
Stakeholder Alignment
Ensuring all parties understand and champion the innovation before launch.
Launch Strategy
Structuring rollout for maximum impact, including metrics, milestones, and feedback loops.
Communicating the value of innovation and structuring for successful delivery.