Design Thinking

Whether it's art directing commercial photo shoots or launching mobile apps for millions of users, I start with almost exactly the same approach. Questions. Hundreds of them. Immersion into the subject matter, research and data. More questions. Get in front of the user. See through their eyes, live in their struggle as much as possible. Let the emotional experience of empathy unravel all the different angles of each problem, one by one. Take copious notes. Sleep on it. Reflect on it all and then figure out exactly what problems we are trying to solve. Then I pick up a marker and head to the whiteboard with my team...