Design Director, Strategy
Lead systems thinker
Systems & Service Design
Oura — company growth after an app relaunch
Industry recognition in Finland and internationally for our design quality
Year-on-year revenue growth for our client VR
The time we spend working with Beddit until their exit to Apple
Anticipating and envisioning possible futures to understand the risks and best bets to make the decisions — not predictions.
We map the potential and desirable future opportunities and scenarios. Our foresight work focuses on the transmission of insights about the future into decisions today. We collect qualitative and quantitative evidence to form an understanding of possible futures.
We build a dialogue with what could be what works, and what is a meaningful direction to take. Through our facilitation, we ensure strategic adaptation generates impact within your business landscape. In practice, this translates to an ongoing, iterative process of hypothesis, experimentation, learning, and action.
Together, we define the north star and make your desired future vision come alive through storytelling. By identifying and communicating the most critical assumptions and needed actions to reach your goals, we map and build a consistent way forward.
Bridging foresight, opportunities and insight with business experiments to define directions and plans to make the change concrete.
Customer and Consumer insight
We study the market and business landscape, your customers and their thinking, behaviour and motivations. Through in-depth qualitative and quantitative understanding, we discover the insights that really matter and generate impact for your business.
Weak signals and futures insight
We work to understand the trends, leading future drivers and disruption in the context of your business. By communicating their implications, and the larger impact in the future, we help your business to remain relevant. The outcome will be an insight analysis presenting the meaningful signals, trends and emerging drivers that inform your decision-making.
Current state analysis
We analyse the current state of your organisation and its surroundings through qualitative interviews and observations and enrich the insights with available quantitative data. By synthesising and visualising the intangible, we help you to identify the opportunities for improvement, growth and joint learning.
Understanding the white spots in market and human behaviour, and identifying and selecting opportunities for growth.
Through scanning qualitative and quantitative data, we recognise opportunities, risks and possible white space areas in the chosen context. By prioritising the most potential opportunities together, we define drivers on desired future direction(s).
Once we understand the system and the opportunity space we want to capture, we build interconnected roadmaps from today to the desired future states and back. By mapping tangible routes and decision points, we make embarking on the chosen path clear and effortless.
Scenarios tell us about potential future business opportunities and how we could get there. By identifying driving forces and critical uncertainties, we develop the plausible scenarios of what’s possible, preferred or even undesired (wild cards, black swans). By combining scenarios, insight and understanding we drive the strategy and shape of the organisation.
Turning strategy into tangible propositions and successful outcomes for chosen customers.
Value creation and evaluation
We define the value creation methods for your current or future products, services and solutions. We evaluate and iterate them with customers, end-users and your stakeholders, according to business potential and agreed impact metrics.
Value propositions and business modeling
We define brand, product and service level value propositions to position your business in the existing, or emerging market you want to be in. Through a joint process, we create an offering and business model that stand out and speak to your customers and stakeholders.
We build a rich understanding of your current and future customer segments through qualitative research. The process enables you to dig deep into the similarities and unique differences in customer behaviour, motivations and thinking. We help you to understand what motivates people and what is the unique value they are after, now and in the future.
Portfolio creation and definition
We structure, simplify and visualise your portfolio of products and services based on researched insights. Through the collaboration, we make sure the individual components of your portfolio fit together in an unified manner. This enables you to focus on the things that matter most, while keeping your communication consistent and to the point.
We create a shared understanding of the organisation's current situation – eg. actors, constraints, typical behaviour and dynamics. Through analysis we identify leverage points in the system that have potential for big impact.
We visualise and identify the most significant actors inside and outside of the organisation and pinpoint the most important stakeholders. We facilitate collaborative discussions of what are the boundaries and the scope of the system that we are tackling and why the change is inevitable?
We conduct a study of how people inside the system interact with each other in certain issues. Who are the most networked people (nodes) of the organisation who have most of the invisible or informal knowledge of how the organisation works over the official structures.
We discuss with the stakeholders who are driving the change as well with those ones who are affected by it. But also with the most networked individuals identified in the system via network analysis. We listen to them carefully and try to understand the conditions, typical behaviour, repeating narratives and the dynamics of the organisation.
We arrange the data collected, make sense of how things are interconnected, visualise the system dynamics and identify the potential leverage points for change.
We make sense of the current situation by visualising the most common narratives and the system dynamics: how all things are interconnected and in what ways the communication and collaboration occur, besides the official communication formats.
Collaboratively we identify the most potential leverage points: places within a complex system where a small shift in one thing can produce big changes in the whole system. These can be identified from the ongoing narratives, network analysis and from the visualisation of system dynamics.
Visioning the better
We create collaboratively a vision of the better state that we are aiming for, and what are the wanted and also unwanted consequences after we have intervened to the leverage point identified. Language and narratives are our main tools : how we talk about it describes our perception of it.
We set up temporary structures that enable new ways of working in a spirit of radical collaboration. This way we gently force new connections to emerge among personnel which enables empathy, shared understanding and knowledge about the organisations capabilities that are crucial assets while increasing resiliency.
We co-create interventions to the leverage points. Those can be something concrete, like blueprints of service, or more abstract ones like new rules or ways to communicate. The main point in designing interventions is however cross-functional collaboration where stakeholders from different parts of the organisation exchange thoughts and co-work together and learn to understand each other's thinking and the whole organisation better.
Co-creation forces people to interact, enabling empathy. It increases the possibility of understanding each other's point of view better about the issues at hand. Radical collaboration is a way to co-create without the burden of organisational constraints by setting up temporary teams that are autonomous without titles, hierarchy and with special focus on psychological safety.
Change of organisation is a slow movement towards better conditions, and it happens in the end at the individual level. But it is important to identify and align the key metrics for change in the beginning of our journey. The first indications of change occur in the way people are articulating the situation and change in narratives. We listen to the narratives carefully and follow whether they develop in the desired direction.
We make the strategic vision tangible by connecting the customer experience with business goals and aspirational storytelling.
We design and manage robust customer experiences by centering on your customer needs and their interactions with your company, along the lifecycle of your product or service. A successful customer experience not only leads to satisfied customers, but also streamlining silos, policies, processes and collaboration across teams.
Production resources are precious and should be utilised sustainably to launch thoughtfully designed products & services at scale. Our award winning design team works with your product team in sprints to prototype, test and synthesise product and service visions ready to guide and integrate to your future roadmap.
Experience principles & drivers
Workforces today are increasingly utilising digital tools, remote collaboration and more importantly, highly interdisciplinary. Alignment, purpose and common values are key to arriving at your destined North star. We help frame and validate principles, identify biases and reflections that can be applied to everyday processes and decision-making.
We responsibly craft & lead world class digital products and services at scale. Our award winning and internationally acclaimed success is our proven track record.
Digital brand strategy & execution
High level brand guidelines don’t often translate truthfully down to the digital ecosystem within your organisation. This causes gaps in how your brand is perceived by consumers. Continuous development, quality, fast-changing trends, accessibility etc. are a few key reasons why. We work closely with your brand, marketing and product teams to align and future proof your digital for consistency — enabling long term consumer trust, loyalty and satisfaction.
Digital Product and Service Design
Some might call this full-stack design, but for us, design is one holistic process. We shape visions through strong storytelling and communication. We prototype flows early and often to validate concepts; and maintain close collaboration with content, data and engineering to shape delightful, modern and iconic end experiences that stand the test of time.
Design system foundations
We have extensive experience in building and maintaining design systems from startups to international corporations — across screens to augmented/mixed reality. We help identify and frame the need and scale of your design system, set up solid foundations and maturity in good design & code, and establish strong work-ethics and guidelines in order to scale & adopt efficiently.
Structuring and aligning design and development approaches and ways of working across teams and organisations
Interim Design Leadership
Growing a design team and capability can often be a complex effort. With our interim design leadership services, we help you build the culture, approach and capabilities successful design at scale requires. Once the scaffolding is in place, we help you recruit the right people for your growth in the mid to long term, and make sure your design capabilities and overall maturity is aligned with your vision and ambition.
Product & Design Management
We help you organise, manage, plan, and operate your design, design teams, and product and service streams in a coherent manner. We do this to support your product owners and technical experts so they achieve their goals sustainably. Our unparalleled experience in diverse consumer, b2b, and industrial environments is at your disposal.
Design maturity indicates the motivation, capability, and ability how well an organisation can deliver user and customer-centric design, products, and services. We help you define your organisation's current maturity level, strengths and pitfalls, and opportunities. Subsequently, we coach and train your key personnel and stakeholders, and we build together with you the new foundations, improved processes, and roadmaps to enhance your maturity, performance, and customer satisfaction.