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THE LEGACY INNOVATION DESIGN PRACTICE
Our Design Practice has as its core aim helping you get from Point A to Point B with new business, brand, customer–experience, service, and product innovations. This involves some fairly heavy lifting.
Our approach to Design is based on what we refer to as "Experience Thinking". This is an evolution of innovation practice beyond Design Thinking that is heavily focused on both the customer experience involved in using a product or receiving a service, and the business experience involved in providing the product or service. It blends the empathy of Design Thinking with the experientiality of CX Design and the grounded business sensibility of Business Thinking. It combines these with the best tools from Human–Centric Design.
The Design Practice is made up of six complimentary service areas:
Business Model Design — At times there is a need to design an entirely new business model — one that redefines how value and experiences are created, delivered, consumed, and monetized. We apply our extensive experience in business model design to developing, illustrating, and validating completely new value–proposition and value–delivery models. We use these to experiment with different designs so that together with a client we can converge on the one right model for staking the new ground in a market they desire.
Go–To–Market Strategy — Whenever an organization must deliver a new innovation to market, there will always be the need for an effective strategy for getting that innovation into market. Regardless of the industry or market, we have a powerful GTM toolbox which we use to craft winning GTM plays. Using these tools, we design the GTM strategies companies need to successfully operationalize new businesses, launch new brands, and commercialize new offerings.
Brand Strategy Playbook — There is often the need to define a comprehensive playbook for brand development and actuation. This is particularly true when bringing a new innovation to market, in which case one is either "brand stretching" to use an existing brand for the innovation, or launching an entirely new brand for the innovation. In either case, we put our highly-regarded brand strategy skills to work developing brand strategies and activation tactics designed to achieve successful brand penetration, and where needed, actuation of new markets.
Experience Design — Good business models must be backed up with winning experiences — both outward–facing Customer Experiences, which ensure your offerings deliver the best possible experiences to your markets, and inward–facing Business Experiences, which add the additional layers of detail to your business model needed to ensure it provides the greatest possible experience for the business. We bring our well-seasoned design skills to bear on the design of these experiences — both Customer and Business — ensuring the two are compatible and harmonious with one another and make the business model as successful as it possibly can be.
Design & Development of Product Innovations — We lead the definition, design, and development of innovative new products for your business to deliver. This takes the burden off of your existing organization, which is often focused on incremental portfolio changes or starting up a new business. We bring broad expertise using the Emergent NPD Process to lead a network of focused contributors to deliver on new product offerings.
Design & Development of Service Innovations — We lead the definition, design, and development of innovative new services for your business to deliver. This takes the burden off of your existing organization, which is often focused on the day–to–day execution of your existing service model. We bring broad expertise using the Emergent NPD Process to develop new service offerings.
To learn more about engaging us for any of these services, refer to our Design Engagement page.