Like a stream from an alpine lake that allows you to navigate a pass, we use our principles to guide our work. In the spirit of the Agile Manifesto, you can see our principles as preferred options.

* We make this comparison as a preference for the item on the left, but that doesn’t imply that there is no value to be had from the item on the right.

Align on Evidence

When you lead on the basis of evidence and fail, you are left with a different vantage point than when you merge the assumptions of an informed team. Imagine hiking and taking a wrong fork on the path. If we note the position of that decision with other evidence, such as a map, then our chances of finding the correct path improve.

Narrow Your Focus

When you interview your users, how many interviews are enough? Research has shown that smaller tests with no more than five users gives you the majority of insights that are there to be discovered. Our insights show you why something matters, which allows you to reduce assumptions, and accurately identify jobs to be done.

Deliberately Experiment

We love to solution. However, have you ever been wrong? The danger of being wrong increases when you allow intuition to guide solutions. Instead we use our intuition to guide experimentation, research, and prototyping.

Show Don’t Tell

When you raise the intentionality of what you share, then you’ll experiment to confirm that the experience you are producing is the best one for the job to be done. Often we will use storytelling and images so that the messages are easier to understand.

Connect to Communities

What is beneficial, yet cost prohibitive for one community, can be achieved when half a dozen decide to combine their resources. Imagine a space that amounts to a designer’s playground, with software, art tools, numerous prototyping options, user research spaces, and educational programs. A hero can build such a facility. However, it will take a community to breathe air into it and bring it to life.