• Design Thinking, applied.

  • About

    We apply Design Thinking to digital innovation.

  • About

    We deliver more digital innovation for less IT spend.

  • About

    We apply the #1 no-code platform: Salesforce.

  • About

    We work with the tech disrupters, to create value.

  • #1. Meaningful Journey

    When designing a next generation app, the first thing to create is its journey: the path, steps or tasks that users will complete in providing a service, undertaking work or solving a problem. This means Lean Thinking at the heart of design.

    #2. Fierce Reduction

    When users get confused with apps, it's usually because what they are confronted with on a page view offers too many choices of what to do next. What's needed is a fierce reduction mindset: less per screen - maybe more screens.

    #3. Meaningful Journey

    When designing a Meaningful Journey and applying Fierce Reduction, it is better to have more clicks or swipes through pages of a SaaS or Web app, than add too many options in any given page or screen view for each user.

  • Thinking

    Being Human

    Achieving measurable value outcomes.

    Our thinking is Design Thinking: solving problems in a people-oriented way. This is all about bringing challengers and innovators together. This is transforming business-as-usual, with measurable value outcomes.


    When people come together and engage in a Mutual Value Discovery, they are creating more truthful, open relationships. This leads to a better understanding of the connection between problems and solutions.


    Through adopting a more open, collaborative approach, people can reduce the scope of each Mutual Value Discovery for innovation to a series of smaller, incremental and lower risk scenarios for all stakeholders.

  • Thinking

    Being Challengers

    Constructive, value-creating disruption.

    Design Thinking is a method that brings together all stakeholders who are focused on digital innovation in an open, cooperative way. This is Mutual Value Discovery: stakeholders openly exploring win-win outcomes.


    Often, digital innovation requires buyers to consider sellers who offer something new. If the seller is a challenger, they must enable buyers to take small, safe steps towards adopting new technologies.


    Small steps, faster - underpinned by measurable value outcomes - is a far better way for buyers and sellers to come together for the first time to deliver on digital innovation. Make it a win-win success for all.

  • Thinking

    Being Inquisitive

    Embracing curiosity and empathy.

    Design Thinking enables Mutual Value Discovery to underpin meaningful digital innovation. This means asking and answering meaningful questions, and challenging conventions in the quest for value creation.


    If buyer and seller can generate receptivity and rapport, trust will follow. With trust comes openness, leading to truth. What this results in is a deeper understanding of a problem and its corresponding solution.


    Great designers are curious. And curiosity is what Design Thinking translates into the right questions, right stakeholder(s) - right time. Value is best created when people are ab communicate openly and honestly.

  • Thinking

    Being Structured

    Adopting ideas from Stanford d.school.

    Design Thinking as a method was developed by the Hasso Plattner Institute of Design (Stanford d.school). It has five steps, applied applied in an iterative loop: Empathize; Define; Ideate; Prototype; and, Test.


    Empathy flows from trust and, conversationally, is reinforced through buyers and sellers generating high levels of receptivity and rapport, in relation to what is often a difficult and sometimes sensitive problem.


    If truth is established at Empathize (step one), then what's captured and agreed for Define (step two) will be more meaningful. As the Design Thinking progresses, these first steps govern success at steps three-five. 

  • Thinking

    Being Connected

    It all starts with Empathy Mapping.

    Design Thinking step one is Empathize. This means connecting with all stakeholders through a process of Empathy Mapping, and with each 'Problem Statement' categorising answers as Say, Do, Think and Feel.


    Empathy Maps allow stakeholders to express their thoughts and ideas in different ways, unhindered by fear or negativity. With trust and openness established, buyers and sellers can co-create meaningful Empathy Maps. 


    The 'Problem Statements' becomes the foundation to create Ideations as outline solutions and subsequent High-Level Designs, as the Design Thinking moves on towards Ideate, Prototype and Test steps. 

  • Thinking

    Being Energised

    Design Thinking suits the curious.

    People who are inherently curious respond well to Design Thinkers. Questioning and listening skills also means an inherent ability to generate positive receptivity and rapport. Tact must accompany truth.


    When applying digital innovation to solve complex business problems, testing assumptions and conventions is an important aspect of Design Thinking. It follows the old drawing office mantra of 'When In Doubt, Ask'.


    When capturing measurable business value at each step in Design Thinking applied, this must also quantify key metrics, such as the Cost of Delay or the Cost of Doing Nothing, relative to each Ideation.

  • Thinking

    Being Radical

    Value creation through networking.

    Design Thinking applies to problem-solving, through applying Radical Collaboration and value networking. This means combining human creativity with state-of-the-art technologies to deliver digital innovation.


    For digital innovation to be truly a Radical Collaboration, buyers and sellers must be fully prepared to break down the most difficult, sensitive or even controversial issues into the smallest elements possible.


    Buyers and sellers must create Value Networks that include subject matter experts from many different places and invariably, this includes people beyond the comfort zones of buyer and seller organisations.

  • Advanced Engineering

    Outsourcing where less is more.

    Design Thinking

    Placing people at the centre of digital innovation.

    Platform Innovation

    Leveraging No-Code and Low-Code Platforms.

    Blockchain Apps

    Innovating processes with distributed ledgers.

  • Design Thinking


    Inspired by the Stanford d.school.

    So, what is Design Thinking? Simply put, it is a human-centered approach to solving problems. In turn, this enables us to apply Mutual Value Discovery to better define and rapidly create digital innovations.

  • Platform Innovation

    Fast Development

    No-Code and Low-Code advantage. 

    We deliver new cloud Software-as-a-Service (SaaS) apps, with world-class platforms such as Salesforce Lightning Platform. We add Design Thinking to Development, achieving a more for less outcome.

  • Blockchain Apps

    Smart Solutions

    Innovating with distributed ledgers.

    We develop Blockchain for many use cases: cryptocurrencies; health record exchanges; energy trading systems; etc. This means Smart Contracts enabling immutable contracts between network participants.

  • BLOG

    Thoughts on Design Thinking applied to digital innovation.

    As I develop my Mentoring Network, I am building a human network of external Mentors, who can...
    Digital innovation, if it is to deliver timely, measurable value outcomes for any organisation,...
    I have over 40 years' experience of working with startups and enterprises of all sizes: firstly,...
    The technology platforms that represent the foundation for digital innovation are rarely...
    For knowledge-intensive tech and services firms, new business development remains a big challenge...
    New tech ventures face many hurdles, not least access to capital. Regardless of whether you are a...
    The human resources (HR) professional has a crucial role to play in knowledge-intensive tech and...
    If we can define Design Thinking as a way to adopt the mindset of a designer in solving complex...
    Most executives tell me that the biggest challenge with managing a sales force is achieving...
    This is a first blog post in my Management History Series, reviewing words of wisdom from my...
    In a new book on Design Thinking - The Design Thinking Playbook by Michael Lewrick, Patrick Link...
    When Tim O'Reilly first talked about Web 2.0 and the term given to a second generation of the...
    When most people moved software from licensed installations on servers and desktop/laptop PCs to...
    Knowledge-intensive services firms have an inherent constraint: as they grow revenues, so too,...
    Ethnography is the structured study of people and cultures. Jay Hasbrouck is a strategist and...
    Design has become mainstream thinking: Design Thinking. This may be defined as a method and set...
  • Ian H Smith

    Design Thinker


    After initially training as a product designer in the plastics industry, I have spent the past 35+ years in challenging roles within the tech industry.


    I hold a Master's degree in Design Thinking. This inspires my work: applying a human-centered approach to solving problems with digital innovation.

    Lindsey Kennedy

    Researcher and Educator


    I work with innovators to make better sense of social networks and relationship insights in an ever-changing world for the challenger tech firm.


    My engagements are built on a foundation of analysing decision-makers and influencers who will be motivated to engage in new business conversations.

    Software Lab

    2,000+ Talented People


    Our Software Lab provides a broad range of skills and services and is rewarded on a Deliverables, Not Hours model. This means Fixed-Price, Fixed-Time.


    So, we are not motivated to extend the billable hours of our work and we are prepared to remove the time risk in every Sprint cycle we engage in.

  • Contact

    Let's talk.

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