services | insights & ideation

Understanding Stakeholders
Explore Design Solutions

Develop a deep understanding of your stakeholders and strategically explore design solutions

Unique customer insights are the foundation of compelling product concepts. By focusing on enduring needs instead of rushing to solutions, we’ll identify attributes for success that adapt with your customer and your project. Design strategy provides a framework to explore and compare concepts based on enduring needs to reduce risk.

Build confidence in creative problem-solving so you aren't limited to predictable solutions

Designer-led research will inspire your team to look at your challenge through a different lens. Our inclusive approach finds inspiration across industries and invites users to co-create new experiences.

What is design strategy?

Trig's talented strategists design, conduct, and analyze user research as well as facilitate design thinking processes. Unlike broad market research which focuses on general trends and patterns, we dive deeper into the customer experience to discover gaps and make connections that competitors have missed. Our goal is to develop key insights on your target customer's behaviors, needs, and aspirations.

Why should a design firm lead research and strategy?

Customer insights are essential to successful product development. Trig strategists are experts in uncovering novel insights and activating them throughout ideation and concept development. Integrating qualitative and quantitative research with design retains project momentum and ensures customer needs are consistently advocated for until commercialization.

How does design strategy reduce risk?

Innovation requires change that disrupts the rules of the marketplace, making it inherently risky. Design research and strategy helps us understand whether or not that change might be worth the risk, before moving forward with significant product development. With each round of design research, our team will systematically remove uncertainties in a solution shaped by your target market.

What we do
Through our insights process we...

Each milestone in the design strategy journey builds to a solid case for development. Play an active role in shaping your product, company, or brand's future.  

Capture Your Project's Vision

We start every project uncovering your dreams, obstacles, and current understanding of the challenge to be addressed. This ensures project-level goals are stated, discussed, and agreed upon as creative partners.

Immerse with Fresh Eyes

Discovery is critical preparation for creative thinking. We use a variety of research tools to immerse in your customer’s world, gathering data with curiosity and without preconceptions.

Identify Key Insights

To arrive at a novel idea, we need novel insights about the problem. We will organize raw data into opportunities; finding patterns and gaps in your customers’ actions, perceptions, and aspirations.

Align on Design Criteria

Together, we will establish criteria for the new experience based on project scope and customer insights - not a hunch. We will prepare for ideation by creating challenge statements that strategically focus and inspire.

Ideate New Approaches

This phase engages the whole team as creative contributors! We invite different perspectives to approach each challenge in as many ways as possible. We will facilitate and help visualize your ideas in group sessions.

Converge on Promising Paths

We will review all concepts and rank according to your project’s criteria and decision-making best practices. Our goal is to select a few distinct directions for testing, allowing you to learn the most about what customers prefer.

Visualize in Context

Refining ideas to fit in context helps your customers imagine and evaluate its benefit. We’ll grow your concept seeds into visual stories that depict the new experience.

Test to Build Your Case

We talk directly with your stakeholders to reveal which stories resonate. Our research mitigates risk by ‘prototyping’ your new experience so you can build a case for continued investment.

How we do it
Our process includes...

Take control of your project's design strategy using our frameworks and methodologies. We'll work together to identify the right tools for collecting data and organizing findings.

Design Thinking Prep Workshop

Before project kickoff, we'll coach your team on the best practices of Design Thinking and plan how to integrate into your existing processes. Typically, 2 to 3 sessions with breakout activities.

Levels of Alignment

This framework provides a clear vantage point of customer needs and project info to different roles. We'll work together to capture the holistic, desired experience in increasing levels of detail.

Interviews and Ethnographic Research

These qualitative methods provide direction and inspire new ways of approaching problems. They can come from observation, in-depth user interviews, cross-pollination, or immersion.

Personas and Journey Maps

We'll synthesize new and existing research into patterns and opportunities for a novel customer experience. This framework helps align concept features and functionality with business needs and tech constraints.

Virtual Ideation Sessions

We facilitate remote team sessions using a digital whiteboard platform. Each session is organized into short sprints to maximize concept generation without mental fatigue.

Testable Concept Storyboards

One-page summaries designed to intuitively demonstrate new experiences. The simplified visuals can be incorporated into surveys for concept testing and used to communicate with investors or broader project team.

Survey Research

Surveys efficiently connect to a large group of potential customers, providing quantitative data on needs, persona segments, and reactions to product concepts. We tailor survey methodology to gain the insights you need.

Frequently Asked Questions

How long does an insights & ideation project typically take to complete?

How 'fuzzy' is your current Problem Definition?
Exploratory questions require broader and deeper research as well as  analysis to understand the problem. When a problem is already well-defined, a narrower scope of research can answer tactical questions.

How difficult or complex is immersing in this problem?
Niche or sensitive topics can be difficult to recruit participants, while some topics already have rich, easy-to-access resources.  In any case, more complex research questions will take longer to analyze and untangle.

Client's availability to review and align internally
Including clients in the twists and turns of the design journey ensures it ultimately aligns with their business goals. When clients have tricky schedules, it can extend time between project milestones.

How much does an insights & ideation project typically cost?

"Few things are as expensive to a company as developing and commercializing a mediocre product. we must have the courage to kill bad or mediocre ideas"

How 'fuzzy' is your current Problem Definition?
Exploratory questions require broader and deeper research as well as  analysis to understand the problem. When a problem is already well-defined, a narrower scope of research can answer tactical questions.

Which research methods will be used?
For surveys and interviews, the number of participants and incentives will influence cost.  For immersive studies, travelling to meet directly with users or recreating the user's environment will affect cost.

What level of output is needed for visualizing?
Outputs can be right-sized for your organization.  Maybe you need a comprehensive presentation for your leadership team, or maybe you're fine with chatting over sticky notes on a digital whiteboard.
The clinician interviews were especially helpful in my product management role. We got alot of valuable feedback that helped us better align our product roadmap to what the end users need.
Ryan Kelly
Head of Product | VitalFlo

Insights & Ideation Case Studies

Design Thinking for Healthcare Providers with UNC-FastTraCS

VitalFlo Physician's Portal UX