Case studies

I work visually and emergently. I think with whatever medium fits the question, the way a painter might lay in charcoal directly on the canvas, work up a watercolor study, or storyboard a whole film in panels. The best product teams do the same: IDEO builds to think, Apple makes model after model and then cuts hard, and software teams learn in short loops. Underneath it is the fact that most worthwhile problems are wicked ones, which can't be fully defined until you've tried to solve them. So I let the concept, the features and the purpose develop together, and I rely on the discipline of editing and finishing to make it right.