• Design Thinking, applied.

  • 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.

  • Thinking

    Being Challengers

    Constructive, value-creating disruption.

    With Mutual Value Discovery, buyers and sellers come together, to openly exploring win-win outcomes. This is so much better than arm's length tendering, where it is assumed that the buyer knows all.

  • Thinking

    Being Inquisitive

    Embracing curiosity and empathy.

    Great designers are curious. And curiosity is what Design Thinking translates into the right questions, right stakeholders - right time. Value is best created when people are able to 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.

  • Thinking

    Being Connected

    It all starts with Empathy Mapping.

    Empathy Mapping allows all stakeholders to express ideas in different ways, unhindered by undue fear or negativity. With receptivity, rapport and trust established, stakeholders can create meaningful Empathy Maps.

  • Thinking

    Being Financial

    Generating measurable value outcomes.

    Design Thinking enables all stakeholders in digital innovation to compare Current State ('As Is') with Future State ('To Be') for a given problem or opportunity. What matters is capturing the measurable value difference.

  • 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.

  • Thinking

    Being Meaningful

    Principle 01. Meaningful Journey.

    When applying digital innovation, the first thing to create is a Meaningful Journey. This is the path, steps or tasks users complete that relates to a particular service, or in the quest of solving a big, important problem.

  • Thinking

    Being Fierce

    Principle 02. Fierce Reduction.

    What's needed in digital innovation is a Fierce Reduction mindset. This means eliminating everything on each screen that distracts from any action at each stage of a Meaningful Journey to complete tasks.

  • Thinking

    Being Progressive

    Principle 03. Progressive Disclosure.

    When designing a Meaningful Journey with Fierce Reduction, it is better to have more clicks or swipes through pages of an app, than add too many options in any given screen view. This is Progressive Disclosure.

  • Thinking

    Being Linguistic

    Applying the right Design Language.

    A Design Language means using reusable tech components, with three Design Principles: Meaningful Journey; Fierce Reduction; and, Progressive Disclosure. What makes it go faster still is a No-Code Platform.

  • No-Code

    Being Visual

    No-Code disrupts complex IT.

    The emergence of No-Code Platforms means a shift away from expensive, ground-up, syntax-level programming. What follows is enterprise cloud apps created in days and weeks, not months and years. 

  • No-Code

    Being Simple

    Stop reinventing wheels.

    A No-Code Platform should have sufficient reusable and visually-configurable business logic to avoid the 'full stack' developer mentality of Code Platforms. This results in 10x+ cost- and time-savings for digital innovation.

  • Venturing

    Being Radical

    No-Code innovation, fast.

    We help startups and enterprises to engage in Radical No-Code Collaboration for digital innovation. We achieve this through our Value Network of No-Code Designers, who apply Design Thinking to drive success.

  • Venturing

    Being Accountable

    Paid on Deliverables, Not Hours.

    Our No-Code Designers focus on simplifying digital innovations, applying Fierce Reduction and prebuilt business logic wherever we can. This means we are able to engage on a Deliverables, Not Hours engagement model.

  • BLOG

    Thoughts on Design Thinking applied to digital innovation.

    When Tim O'Reilly first talked about Web 2.0, and the term was given to a second generation of...
    Digital innovation, if it is to deliver timely, measurable value outcomes for any organisation,...
    August 3, 2019
    I have over 40 years' experience of working with startups and enterprises of all sizes: firstly,...
    In this blog post I talk about how you can increase sales effectiveness in the high-value, high...
    July 25, 2019
    The technology platforms that represent the foundation for digital innovation are rarely...
    July 18, 2019
    As I develop my Mentoring Network, I am building a human network of external Mentors, who can...
    February 13, 2019
    New tech ventures face many hurdles, not least access to capital. Regardless of whether you are a...
    January 11, 2019
    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...
    November 18, 2018
    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...
    August 6, 2018
    In a new book on Design Thinking - The Design Thinking Playbook by Michael Lewrick, Patrick Link...
    When most people moved software from licensed installations on servers and desktop/laptop PCs to...
    June 11, 2018
    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-oriented approach to solving problems with empathy.

    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.

  • Contact

    Let's talk.

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