Imagination as strategic design energy
Imagination is the most advanced design process we have.
We use mechanism of imagination as constructive energy for seeking the new and unknown, making new possibilities a driver for design processes.
We use social imagination to intentionally re-prioritize value systems and goals organizing and informing design of objects or systems, experience patterns, interfaces, form factors, behavioral scripts.
Imagination is key throughout our process.
We employ imagination as “empathic projection” - a way to respond directly and empathically to others and their feelings, thoughts, small moments of truth in everyday situations.
Imagination is also a way to leave behind current patterns, formulas, assumptions, and givens, to imagine alternatives, and to explore new possibilities.
We embrace imagination as capacity to deeply engage with the present, with ability to see how design can add to what life could be.