At Tenaka's Tribe, we believe in putting the people we design for at the heart of our creative process, instead of assuming. What do customers want, need, fear or just get downright irate about? Since there's no way of knowing, it's our job to find out.
In finding out, we learn a lot, and some of our assumptions get a hearty slap in the face, which is satisfying, if a little sore. Keeping the user at the centre of the process keeps us on track to deliver a successful solution, making people’s lives easier, simpler and more fun.
“...we believe in putting the people we design for at the centre of our creative process...”
We start off with an assumption (you heard it — you have to start somewhere). We take that assumption and research with people, listening and observing to understand their desires, needs, concerns and challenges.
The research tells us whether our assumption was right or 3kms left of the target. We take what we learned and turn challenges people have into opportunities for design, brainstorming a bunch of solutions and testing one or two of the most promising ones.
Based on feedback, we iterate and test again. This may go on for some time, but each time, we get closer to a successful solution. The beauty of it is that it implies lower risk because the cost of resources is lower — we’re working with Post-Its, cardboard and used water bottles here.
This is called human-centered design or design thinking, which is basically solving problems with people in mind to make a positive difference.