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Human Centered Change

Innovation Why

Our Approach

The purpose is what makes innovation fly.
So, why?

Why do you need innovation?

We start with your KPIs and your stakeholders.

Why do people need your innovation?

We believe only in consumer-centric innovation.

Why does the world need your innovation?

Green is the new black. We are here to help you make your path to green easier.

Our clients voices

Our leadership team was very happy to see how much detailed insight and smart recommendations the Innovation Why team delivered, during the time we worked together. My whole team has been really impressed and now we can see that the leadership team is also taking the research seriously.

EMMA RUGG LEAD PRODUCT RESEARCHER, BRIGHTE

Our Services

Experimentation

Real Life Prototype Experimentation,A-B Testing, Scenario Role Play, Empiric Future Research

Strategic Design

Value Proposition Design, Business Model Generation, Go-To-Market Strategies

Strategic Insight

Market Insights, Cultural Insights, Trend Insights, Ethnoghraphy

Service Design

Service Blueprints, User Journey Maps, Service Role Play, Ecosystem Maps

Design Sprints

Agile Insight Development, Rapid Prototyping, Fast User Feedback Integration, Overnight Quant-Testing

Design Thinking

Ethnographic Research, Ideation, Prototyping, UX/UI Testing, Value Proposition Design

Iterative development of new value propositions in new markets

Logo Case Study
Brighte

Challenge

Australia’s leading financier of solar and energy efficient home systems needed to discover the best opportunity for creating value in new markets and with new value propositions.

Approach

Iterative co-development of alternative value propositions across 4 markets and 2 segments informed by online surveys, in-home- interviews and prototype testing, combined with market and competitor analysis.

Impact

A detailed and tested value proposition, validated by a mock-up brand page and social media campaign of a competitive product, tested directly within 4 markets, gave an indication of the marketing costs for each market whilst short videos gave an impression of what it means to be a home-owner across different markets.

Immersion in German culture and users

Logo Case Study

Challenge
Two interdisciplinary Pinterest teams were facing user-focused challenges and needed to answer them from the perspective of German users.

Approach
A 5 day sprint through Berlin, with on-the-go sensemaking. Parallel immersion in the lives and culture of German users, combining trend analysis and in-depth interviews with hands-on preparation of German classic dishes.

Impact
Our hybrid sensemaking process allowed us to contextualise freshly-collected users’ insights to gain an authentic cultural perspective. Combining this with on-the-go ideation helped the interdisciplinary teams align on spot.

Tier – Urban Mobility Changemaker

Logo Case Study

Challenge
The pioneering European supplier in electro-mobility needed to reach new customers and enable efficient knowledge sharing to support its rapid growth.

Approach
Bringing different segments and their mobility journeys to life through ethnography: interviews and video journaling combined with on-the-move surveys.

Impact
Actionable personas with videos, journeys, and insights about their mobility needs helped the design and the marketing team efficiently turnaround new product features and marketing activities to reach new target groups.

Our people

We are a team of experienced researchers, strategists and designers working hand in hand and on an equal footing. Together we have a spotless expertise across categories and markets.
We are a professionals only network.
No overheads, just passion.

Anna
Demiyanova

Consumer Insights Expert, Innovation Stragegist

  • culturaltranslation
  • passionforbrands
  • opportunityspaces
  • creativetools

Johannes
Hilf

Service Design Expert, Strategic Designer

  • disruptiveinnovation
  • designthinking
  • research&design
  • problemsolving

Colin
Niederdellmann

Transformation Consultant

  • transformation
  • changemanagement

Bettine
Marissen

Moderator, Simulation Games Expert

  • globalmoderation
  • genZ
  • educationculture
  • roleplaymethods

Nuna
Taras

Project Manager

  • spotlessorganization
  • efficientcommunication

Anna Hammer
Sharifi

Cultural Insights Specialist

  • multiculturalperspective
  • socialintegration
  • projectlead

Anastasia
Gramatchikova

Design Thinking Expert, Moerator, Coach

  • faciliationguru
  • moderationvirtuoso
  • concepthero

Corinna
Kirsch

Leadership Coach, Mindset Innovation Expert

  • changemanagement
  • innovationcompliance

Ellie
Leopold

Design Thinker, Project Manager

  • peoplecentred
  • qualitativeresearch
  • designforimpact