RESEARCH & DISCOVERY
SURVEYS & FOCUS GROUPS
We collaborated with FreshForm, Don Norman, and the faculty and graduate students at UC San Diego Design Lab to help them create their new website. Our role was to conduct research – competitive/peer labs, interviews, and persona development – and help the team develop a brand platform prior to the website design.
“Most design is done by intuition…most breakthroughs come through intuition, but if you must depend on intuition to have breakthroughs then you’ve limited the opportunities for those breakthroughs.”
DON NORMAN, DESIGN LAB CO-FOUNDER
Brand exploration
We started by conducting research and developing an understanding of the Lab’s purpose and goals:
We conducted interviews with Lab founders, faculty, postdocs, and current students.
From these conversations, we developed an early framework for strategic brand themes.
We evaluated peer schools and labs and analyzed their brand and communication strategy.
Finally, we created an audience map and personas, identifying audiences and their needs.
Our workshopping and research produced a set of insights and strategic themes that formed the basis for a brand platform used to guide the development of the website and communications strategy.