The theoretical and empirical expertise in design is the solid backbone to guarantee proficient design processes that take advantage of the practice knowledge. The academic research in design crossing several topics allows to connect the design of solution with the latest scientific results so fostering innovation in both clients’ companies and their solutions.

As a common practice in user experience design, the research phase is the one who sets the base for the creation of meaningful and desirable solutions. By understanding the hypothetical users and the society, it is possible to move toward effective and attractive strategies and solutions. The additional benchmarking identifies the opportunities of the market and the gap to fill by creating a strategy that fits the needs. Then the scouting of technological opportunities, helps in identifying the possibilities to leverage on in the creation of features.

Envisioning is key to innovate. The anticipation of future experience on different spans such as 3 to 5 years is the best approach for the design of solutions made to last. It’s important for companies that are eager to innovate themselves and their products to set their North Star to what they want to become and to create. This North Star is the aim the implementation of solutions needs to point at, the guide for the choices within the creation of products. Even for products that need to go to the market next year, the company needs to shape their initial form as a starting point for future evolutions and so creating an implementation plan for it.

The solution might make sense to who created it, but not for the user. The rapid prototyping approach is as important as the final test: Failing early means failing cheaper. Before putting money and effort in the final implementation of solutions, the successful company test it on users through cheap prototypes and storytelling scenarios so to understand early the perception and satisfaction of people and stakeholders.