We believe that design and research belong together. In fact, they are really different flavours of the same thing.

We call our method evidence-based design. EBD is a cycle, so works in both delivery and ‘blue sky’ scenarios.

EBD

_ The principles

01
Back up every decision with evidence
02
Use the design process itself to generate evidence
03
Recognise there are always multiple solutions to any problem
04
Keep it simple
05
Do the most important thing first
06
Start at the end: what outcome are we looking for?

Why evidence-based design?

Treating research and design as flavours of one discipline reduces silos. Teams are more aligned, have a better overall dynamic, yet maintain their expertise perspectives.

Plus, the cycle of EBD is flexible so you can start at any point.

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_ How does it work?

Start with a problem, an idea or anywhere in between

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Back up every decision with evidence

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Use the design process to generate evidence

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Keep it simple

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Example:

First Mile

Optimising the homepage for sales and user experience

We started with a full expert review of the current homepage and a deep dive into analytics and heatmaps. Taking to the streets and talking to real small businesses gave us valuable first-hand insight to their needs, pains and expectations.

User testing helped us refine and iterate new homepage concepts. Every design decision made could be traced back to this research.

See how evidence-based design enabled a customer-centric redesign for First Mile

View case study

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to discuss your project

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