This is what is ushering in the next wave of product-driven agencies. Part-technology, part-design, part-analytics, part-business, yet the real value is in the whole – not the sum of its parts. Building products is the antithesis of being commissioned for projects. One thrives on iterative value and seeks questions more so than answers; the other is just about “getting it done”. But, building products is far easier said than done. It requires a careful balance of sophistication, structure, flexibility and highly-attuned people. And, it’s always changing. So, to be clear: building products and a product-driven creative environment is hard. Really, really hard. In the spirit of openness, this how we have approached cracking that very issue.
Introducing Applied Creativity
Rather than envisaging an inflexible, rigid set of processes that can’t and shouldn’t ever be deviated from, instead we looked to create a product design framework created purposefully to help guide both mindset and process. We needed something fuelled by the people who utilise it – and not the other way around. We call it “Applied Creativity”.
At a conceptual level, Applied Creativity is the use of data to uncover business and user needs across the entire journey, identifying where brand and users intersect. We call these moments of opportune interactions touchpoints. Once these needs are researched and identified, we find out where value can be added at each of these touchpoints, as well as what sources of friction should be removed. Sometimes this involves rethinking the entire experience all together!
We do this through a refined technique of ideation. This clears the way for a hyper-tailored design process where the focus is on creating new and improved products and services.
By shifting traditional agency methodologies, extra autonomy and ownership is given to the teams who drive Applied Creativity. We frequently find that this propels us onwards from a product vision and towards product value.
Applied Creativity is structured around three key pillars: Framework, Product thinking teams and Beyond People.