Co-Design For Better Outcomes
Let’s get straight to the point. Seriously, why Co-Design?
As a brand or organization it helps you:
Uncover real needs and reduce your bias (this is good for customers).
Create truly benefit-driven experiences and build brand equity (this is good for brands).
Reduce risk and budget spend in the long run (this is great news for bean counters).
As we all know, people are complex and unpredictable, so we set out to keep things simple. To design great new products or services it’s essential to understand the needs, desires, and expectations of everyone in the equation—from brand leadership to end customers, and everyone in between. We’ve seen time and again that it’s better when you bring people in from the beginning to the end. Not simply a single moment in time or a one-off research project. This is the magic of Co-Design ✨
Bring people into the process.
Design with people, not for them. Co-Design techniques help us shift from individual immersion to collective participation. Creating a framework for participation and collaboration unlocks new levels of meaning. When we connect with people in context, inside their environments, surrounded by their families, we can hear, see, feel and discuss what their needs truly are. And when we find ways to bring them into the creative process, we begin to push the boundaries of what’s possible.
The insights and creative builds from sessions like this ultimately inform the “why” behind every strategic design decision that ultimately gets made. We love it when our partners come along for the Co-Design journey, so they can experience things first-hand. This process empowers them to lead and report back to their teams with confidence—with the authentic voice of the customer ringing loud and true in their mind.
Seek extraordinary over average.
We are entering a new paradigm—a “level the playing field” moment in time, but not necessarily in the best of ways. With economic pressures, once-in-a-generation cultural shifts, and technology vectors challenging the status quo, we see many roads leading to the safest solution, the easiest ideas, the classic offerings that have historically proven to sell. But we believe there is still space to be bold and try new things. So long as we identify a clear need and assign a clear benefit to a clear opportunity.
As Large Language Models offer new ways to mine massive data sets, identify existing patterns efficiently, and even predict new ones, our job is to find the right insight, at the right time, that leads to the right action. We obsess over finding the hidden nugget to spark something new, something unexpected, or something that cuts across disparate data sets. After all, playing to the average doesn’t equal greatness.
Embrace the edges.
Innovation comes from the edges, not from the average. At the end of the day when your research is focused on the middle, you're inspiring no one. With this in mind, we must design our research for successful outcomes. Nobody shows up on the pitch without a game plan (except Ronaldinho)!
Co-Design augmented by qualitative and quantitative research is a mix of art and science. We’ve been at it for the past ten years—refining our approach one conversation at a time. There’s hundreds of ways to set yourself up for success, so here’s a shortlist of tips for creating a Co-Design session that will invite participants in—bringing people into the process.
Think ahead. Careful planning will ensure you can be present in the room (or Zoom).
Research is only as good as the recruit—sweat the details on having the right participants.
Meet them where the experience comes to life (e.g. in the home, on the field, etc.).
Use play-based methods to invite them into the conversation and create a space to participate.
Foster authentic connection. You’re asking them to share honestly—show gratitude and build rapport.
Start small. Understand the challenges they’re facing before diving in to sharing ideas.
Re-center the conversation on them when they start talking about “other people might like…”
Keep it light, fun, and engaging. The time should fly by!
Provide constraints to keep the conversation focused.
Be respectful. Use your best manners and let them shine.
Remember you are a guest in their space.
Never correct them. They are the star of the show.
It should be a conversation, not an interrogation—they should be talking more than us.
And last but not least, always say yes if they offer you a cup of tea.
Learn to keep learning.
Co-Design FTW! But research is never “one and done.” In an increasingly data-driven world, qualitative research is an essential complement to quantitative methods. We need both in order to construct a holistic picture of customer needs and aspirations. The good news for researchers is the work is never complete, but can be used in smart ways to help make good decisions quickly.
Humans are constantly evolving as they respond to their rapidly changing environment—from technological advancements to a global pandemic to a shifting climate. Products and services must evolve in parallel. To ensure offerings are relevant and impactful, we need to be in a continuous conversation. We’d love to chat with you if you’re looking to more authentically connect with your customer and take your insights game to the next level.
See you next time ✌