Our goal is to help create desirable solutions.
To understand what is desirable to others, we must first learn to empathize. Empathy is central to the entire human-centered design innovation process.
"Storytelling is fundamental to society, culture, and communication. Narrative is the basic structure by which we share our ideas and experiences."
The stories that people tell and the things that people say they do, even if they are different from what they actually do, are strong indicators of their deeply held beliefs about the way the world is. Good designs are built on a solid understanding of these kinds of beliefs and values. We seek to observe and understand their needs, motives, behaviours & dreams, using stories to translate opportunities into meaningful solutions. Learning to recognize those insights is harder than you might think. We need to learn to see things “with a fresh set of eyes”. Tools for empathy and a human-centered mindset can give us those new eyes.