• Simple. It is so lean it can be managed by one person. Perfect when working with multi-disciplinary teams. 
  • Powerful. It is based on Design Thinking and Project Management principles and methodologies. 
  • Flexible. It adapts to each project, client and design challenge, independently of their magnitude. 
  • Memorable. It is composed by three stages, it is easy to remember for clients, and easy to work with. 
  • Iterative. It is focused on getting high quality solutions, best fitted for users.
  • User Centred. Discovering and understanding users. 
  • Robust. Integrates a modular thought process. 


The thought process shifts from divergent to convergent thinking.  It goes from direct observation to highly abstract thinking. These modulations help us to get closer to a market-ready solution. 




In this stage, the team delineates the design challenge, and starts researching to better understand the users. It includes primary research (observation, conversations, questionnaires), user profiles and secondary research (making sense of all the gathered information, and creating insights). 



The Design stage starts with a brainstorming session. Once a vast number of ideas are proposed, those that best fit the design challenge are selected. Sketching prototyping, asking for feedback, and iterating are crucial steps to create the solution.



This stage involves the learning launch, feedback, and upgrading the design solution. A key stage to test the idea, get feedback from the users, and get ready to take the idea out to the marketplace.



Each stage is made up of steps. The number of steps vary from one project to another, depending on the scope of the design challenge, the client, the timeframe, the team, and the resources available.  
Each step calls for a specific action, using tools, methodologies and principles to facilitate individuals make these actions happen. These tools, methodologies and principles have been adapted from theory and proven processes. In addition, they are currently used by Design-Led companies, including IDEO, IBM, Us Two, Frog Design, etc.

Such steps bring flexibility to the Design Process. A small project could require as few as three steps, while a large project could have up to 19 steps.

  • Brief
  • Planner
  • Primary Research
  • User Experience
  • Visual Research
  • Secondary Research
  • Insights
  • Refine
  • Brainstorm Session
  • Select Ideas
  • Concept Development
  • Sketch
  • Prototype
  • Feedback
  • Refine
  • Learning  Launch
  • Feedback
  • Evaluate
  • Upgrade