Understand people – Technology will follow

I love technology. I have been working with and around technology my whole life. My parents are academics in engineering so as a child I played in the white dots on the floor that were the result of punch cards. I am dating myself because that was back in the day when computers were the size of rooms and engineers used punch cards to understand inputs and outputs.

These days, there is a very different approach to using technology, or well, for some us it is different. I think there are older notions still present in industry. The idea that technology for “technology sake” is still part of our culture. I still see development teams building applications in a vacuum. I still see CEOs guiding technology projects with the “if we build it, they will come” notion.

I recently helped a non-profit group renovate their web presence. It was such a refreshing pleasure. I did not know that I was going to give them web help when I first attended a volunteer event. I just wanted to help contribute to clean water for the city. I was able to first get to know the key members of the group. I then attended some volunteer events and observed how they operated. At that point, it became obvious to me that I could help them. It was good timing, that they had a booth at a neighborhood festival which allowed me to collect some consumer data. All these experiences painted a culturally driven need-based picture of this organization. This made it clear to me how to design the website to serve their goals. Once I had the “people stuff”, I was basically able to build the site from scratch and show them a Phase I design in just a couple of days. It is only that fast and relevant if you as a designer know all the “people stuff” first. All the human need and messaging is the point of a website that represents an organization. The technology is just the vehicle to show the emotional aspects of human goals and needs. The people are first. I use the “if I understand the users, they will come to the technology I design” approach. When technology serves that role, then it is effective and that is fun!

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We uncover key user insights and translate those into effective messages, designs and motion media solutions that resonate with your audience.

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Why? We help you understand what makes your customers tick.

Participant Observation
Contextual Inquiry
In-depth Interviews
Focus Groups
Facilitated Ideation


How? We help you create  the innovative design to implement.

Journey Mapping
Interaction Design
Design Thinking Workshops
Visual Design


What? Let us help you with the finishing touches.

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Usability Testing
Expert Evaluations
Card Sorting
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See? We can help show your greatness through motion media.

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Research The Why

We believe the best solutions come when you understand people from their frame of reference. We can give you the tools that empower you to make informed decisions.

  • Personas (Representations of User Types)
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DesignThe How

We help you create effective and research inspired designs. Your project is special and your design should fit your goal, not a cookie cutter pattern.

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Evaluate The What

In a constantly changing environment, your product needs to stay current. Let us help you polish your product to improve the customer experience.

  • Usability test findings/recommendations
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In the current social media climate, people are in a hurry and tend to scan information in text form. We can provide you tools to communicate it.

  • Product Demos
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Cynthia MorneweckPrincipal Design Strategist+
I'm drawn to the challenge and impact of computer-human system complexity. Whether in healthcare, education, or community service, I'm passiRead more
Lori Westphal PhDPrincipal Research Strategist+
I work with clients to identify their business needs and determine the appropriate analytical approach to solving their problems. Through myRead more

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