Listen.
Think.
Do.

We use design thinking to make a difference. For us, design is about making things better.

This approach puts people at the heart of our design process. We believe that everyone has the power to create and innovate. We see people as people, rather than target users or demographics. We learn about what matters to the people who will use our products, and discover opportunities to do things better by working across disciplines.

Design thinking has the power to solve really big and complex problems. It’s helped us to deliver breakthrough solutions for health, transport, retail, education, business and urban planning.

Our design process underpins every project we deliver. Our approach is cyclical and has three phases: Listen, Think and Do.

Listen

We begin by listening

We involve the people who will use our products in the full design thinking process, starting from where they are. We do this through conversation, observation and co-creation.

At this stage, we want to understand more about the people who will use our products. We listen to understand their needs, emotions, stories, frustrations and motivations. We bring empathy, build trust and ask meaningful questions. We dig deep. This helps us to challenge assumptions and uncover insights.
Think

We find meaning by thinking

At this stage, we consider everything we’ve learned by listening. We go wide and explore all possible solutions. The more ideas we generate, the better.

We also bring together experts from different disciplines, working alongside the people who will use our products, commissioners, business leaders and other people with a stake in our project. This sparks innovation by breaking down silos and getting a broad range of perspectives, ideas and expertise around the table. Through this phase, we define our design challenge and the opportunity we have to make things better.
Do

We test our ideas by building

At this stage we experiment and build rapid prototypes to meet our design challenge. Working with the people who will use our products and our collaborators, we get early feedback at each iteration. This helps us to figure out what works, refine our solution and make creative leaps. We’re still listening and thinking, but now we’re really doing. Through this process, we get to a workable solution quickly.

We build our co-created design and develop our roadmap to launch.

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