Objective-Based Design: A Case Study on Digital Telepathy's Unique Approach
Technology Category
- Cybersecurity & Privacy - Identity & Authentication Management
- Sensors - Liquid Detection Sensors
Applicable Industries
- Cement
- Equipment & Machinery
Applicable Functions
- Product Research & Development
Use Cases
- Virtual Prototyping & Product Testing
About The Customer
Digital Telepathy is a San Diego-based design firm that has a unique approach to design called Objective-Based Design. This process involves a constant flow of conversation with clients to build products, design experiences, and solve business challenges. The firm believes in working with clients as partners and embarking on a journey together to achieve the business' primary objectives. They focus on identifying points of friction that hinder the customers' journey and design solutions to improve their experience. The firm creates various assets to spark discussions and move the dialogue along, ensuring that the conversation continues even when the project is passed along to other stakeholders.
The Challenge
Digital Telepathy, a San Diego-based design firm, has a unique approach to design called Objective-Based Design. This process involves a constant flow of conversation with clients to build products, design experiences, and solve business challenges. The challenge lies in maintaining this constant dialogue and collaboration with clients throughout the project. The firm creates various assets to spark discussions and move the dialogue along. However, these assets need to be effectively managed and updated to reflect the most recent design decisions. Furthermore, the firm also needs to ensure that the conversation continues even when the project is passed along to other stakeholders.
The Solution
To address these challenges, Digital Telepathy uses Axure, a tool that allows them to create 'conversation starters'. These include a Competitive Landscape Analysis tool that presents clients with a spectrum of possibilities when exploring themes such as visual design, UX patterns, and brand positioning. Another tool is the Content Wire, a simple layout containing copy to represent a broad narrative, designed to initiate conversation about the story being told. For large projects, the firm creates an online portal using Axure RP that lets anyone on the project access all assets and deliverables as they are created and updated. The portal feels like an elegant microsite, creating a unified, branded experience for clients. The firm also creates an interactive prototype to help crystallize concepts that are difficult to explain in words. Lastly, they create a document called 'The Why' that explains the research, thought process, and rationale behind each major design decision in the project.
Operational Impact
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