6 Work the Design Process

Translating research and insight into actual design is where firms can monetize their strategies. A purely statistical interpretation of research is a bit like driving while looking only in the rear- and side-view mirrors. Armed with the maps of the industry, personas, and Opportunity Zone, we can see the road ahead.

With our mapped insights for inspiration, we work through the design process: create, test, re-create, re-test, and so on. As we work through this process, we are guided through this iterative cycle by our understanding of the emotional connections we seek to create for our personas. We are now empowered to create and innovate.

As James Dyson, creator of the top-selling upright vacuum cleaner in the United ...

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