Design Philosophy

Creating a highly usable product doesn't happen by chance. It requires a disciplined, yet flexible, user-centered approach. Over the course of several years and numerous projects, we've developed an effective, yet uniquely pragmatic approach to helping medical device companies design more usable interfaces. Our approach is grounded on these 5 principles:

	Good design requires a relentless focus on the user
	Use real data from real users to inform key decisions
	Don't use a sledgehammer to drive a nail
	Even the best designers don't get it right the first time
	You can't design from an arm chair

Relentless Focus on the User.
Designing usable interfaces is all about knowing your users - who they are, where they work, what they do, and want they want to accomplish. All of our projects start (and end) here.

Use Real Data from Real Users to Inform Key Decisions.
Almost everyone in a development project, from marketing to engineering, has an opinion about the user interface. We know; we've heard them. But the only opinion that matters is the user's. We use scenario-based interviews with storyboards and low fidelity prototypes to get answers to key design questions.

Don't Use a Sledgehammer to Drive a Nail.
Our approach is pragmatic. We won't recommend full-scale usability tests when interviews with a handful of users will resolve a design issue. We won't have you invest in high fidelity prototypes when paper and pencil storyboards or low fidelity prototypes will communicate design concepts effectively. And we won't ask your engineers to push the envelope when a simpler solution solves the problem. We appreciate your need to invest time and resources wisely.

Even the Best Designers Don't Get It Right the First Time.
We're good. But we're not that good. The fastest way to a truly great design is to prototype, test with users, and iterate. We'll always recommend user testing as the final arbiter of key design choices, and as the method for design validation.

You Can't Design From an Arm Chair.
We believe that ongoing interaction with you, our client, is key to a successful result. We need to understand your vision, your brand objectives, and your expectations for the product. We need to understand your development team's capabilities, constraints, and drivers. And we need to understand your users. All of these require regular, semi-structured interactions with project stakeholders throughout a project's life-cycle.

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