Dive into an unfamiliar world seeking to understand deeply the needs, aspirations and expectations of all involved.

This project stage aims at the maximum absorption of specific and adjacent knowledge around the researched field.

Lungs full and eyes wide open. Right now everything, absolutely everything is relevant.

All the knowledge assimilated in the previous step allows us to map out a new flight plan and change the initial destination of the trip. This is how we determine our new design challenge, which will have even more relevant needs and insights than at the beginning of the journey.

Time to get all the crew together and start a long sequence of brainstorming sessions with all the stakeholders involved (end consumers, executives, suppliers, etc.) with the main goal of generating as many new ideas as possible and making them tangible in prototypes.

After a long and fun trip it's time to get back on land and set foot on solid ground again. This step is the time to test and prove everything that was just in the field of ideas. Prototypes created in the previous phase will be tested, iterated and give rise to new prototypes that will be retested by people. This cycle will happen until the team understands that those solutions can “go it alone”. From this point on, the implementation plan is defined in order to achieve a sustainable financial model for the first pilot.