We believe that great experience design requires a meaningful and in-depth understanding of the audience. This connection to the end user necessitates an open, collaborative and iterative process that begins and ends with an understanding of people and their needs.

Discovery is asking questions, immersing the team in relevant content, gaining an understanding of audience needs, brand identity, environmental context and mapping the competitive landscape.

During the early phases of the project the team is gathering information and systematically capturing the findings. These exercises could include interviewing stakeholders, conducting audience research, examining the competitive landscape, performing heuristic review of existing digital, reviewing existing analytics and auditing existing content assets.

Concept is where we focus on the development of ideas. These ideas need to serve as solutions or pathways to meeting the objectives identified in the Strategy phase of the project. The concept process involves trying different aproaches, iterating, sketching and testing. We begin in low fidelity and realize select aspects of the concept to validate our ideas and inform decisions.

The concept can be advanced in a number of different ways and this process will vary from project to project. Exercises could include prototypes, sketches, use case scenarios, flow diagrams, inspiration collections, audio recordings and more. Whatever it take to help the team make decisions. The concept process emphasizes co-creation and involves project stakeholders as well as core team members.

Design Development is where we put a fine point on how our designs work. In this phase we bring detail to our designs and define the visual aesthetic of the project. This includes form, color, physical design, typography, layout, texture and motion. These efforts will culminate in a design deliverable that can be used by the developer, fabricators, A/V integrators or production artists as a very specific guideline.

Key aspects of the project are visualized with a high degree of detail as style frames, prototypes and and motion studies. We will define a typographical system, color palette and a series of techniques that will be required to arrive at very specific visual results during the development and art production processes. For projects with more dynamic content this may take the form of a set of rules and organizing principles that will inform the development process.

Beyond install, the life of the project is really just beginning. The ongoing impact of the project is continually measured with data based metrics. Project stakeholders are set up for success with documentation and any necessary training that will be necessary to keep the content fresh and the experience relevant.

Immediately following install, user acceptance testing (UAT) represents stakeholder approval but this shouldn’t be viewed as the end of the process. Each project is unique but wherever possible dynamic data sources and workflow efficiencies are identified to keep the content experience fresh and up-to-date. The end to end journey identified in the strategy phase of the project certainly includes everything that happens beyond install including the ongoing maintenance and content refresh.




Strategy is the process of taking the outputs of discovery and generating a series of actionable insights. In the strategy phase we develop principles and drivers that will help us keep our sights on the problem that needs to be solved. The output of the strategy phase is a rationale that underpins everything that we design moving forward.

When we develop an experience design strategy we are essentially developing a point of view. The insights and principles that are developed in the strategy are captured and referred to throughout the life of the design process keeping the project closely tied to these findings. It is important that the design team and project stakeholders are aligned on strategy before the concept phase begins.

Experience Design is the human centered approach to strategy, design and storytelling that touches every phase of the project. We always consider the end-to-end journey of a user in it’s entirety. We utilize experience principles and drivers to insure that strategy informs design and that the interactive experience connects with the end user in a meaningful way.

In Experience Design, we are putting ourselves in the shoes of the end user and developing the most intuitive approach to key interactions. Here we bring form to our ideas and define the underlying logic with wireframes, content maps and information architecture. Finally we define the anatomy of the screen based layouts with wireframes and iterate through a series of revisions to arrive at the most effective approach. It is important to consider every state of the screen and all of the options available from each of these individual use cases. Having a high degree of detail here will allow us to think in a multidimensional manner and arrive at the most logical and intuitive experience possible.

Production is where the project is implemented and realized in the final medium. This includes software development, fabrication, digital art production and video production. In the production phase, logic, motion and dynamic functionality are realized in software bringing the experience to life.

A rigorous process of testing insures the quality of the final product. The development process is broken up into distinct phases or release milestones depending on the project requirements. All projects include a beta release and a final release but more specific milestones are often necessary. A final release will be vetted thorough a QA process that insures usability and visual design standards are met.