Place customer emotion at the heart of the design process. Don’t just use the customer as a starting point, go out there and continuously test your ideas with them, side by side. Make time to hit the streets. Literally...
Suspend all judgement and open your mind. This generates those creative, unique ideas that really give your customers that 'wow' experience. Focus on what’s possible, not ‘why it can’t be done’.
Keep it simple. Not everything has to be solved in one go… Aim for the smallest possible solution that delivers something extra to your customers.
Look at your competitors, new technologies and emerging startups for inspiration and direction. You never know what powerful new partners and service providers you might find…
Continuously iterate designs based on customer feedback. Increasingly refine solutions to get to the winners quickly.
Iterate quickly and cheaply. Test live with real customers in just hours or days, not months. Avoid costly mistakes. And speed the winning products to market.
Create an environment where ideas can be rapidly tested and easily discarded. Learn from every idea, even the ones that don’t work.