We take a unique, story-driven approach to design thinking called Narrative-Based Innovation. We embrace consumers as heroes in their stories to develop a deeper understanding and empathy, to communicate a more compelling vision of how to solve their challenges and, ultimately, to deliver market-defining products and experiences.
Through qualitative and quantitative research, we bring our customers’ journeys to life. We uncover insights that reveal what rational and emotional motivations drive their behaviors.
And we weigh the resources and constraints that affect their decisions.
Within those insights, we discover innovation opportunities and define the challenge we will solve for our customers. We go beyond listing technical or functional requirements and uncover the emotional requirements—the way our heroes need to feel about themselves and their world after engaging with our solution.
Capabilities:
Customer & Market Research
Trend Frameworks/Futurecasting
Market Sizing & Evaluation
Synthesis & Definition
Product Roadmaps
Feature Set Development & Evaluation
Market Sizing
Customer Segmentation Strategy
Our innovation process uses design thinking to quickly move from the expression of concepts to prioritize and develop the most viable user experiences in a very short time.
We prototype and iterate, early and often. We bring the best ideas to life through low-, medium- and high-fidelity prototypes and test them in the hands of people. We craft and refine real-world solutions that evoke emotional connections and measurable responses.
Capabilities:
Journey Mapping
Digital Transformation Strategy
Design Thinking (consulting, training and facilitation)
Product & Service Innovation/Ideation
Prototyping
Usability Testing
Business Model Canvas
Business Case Development
In the marketplace, ideas are theories. Execution is a fact. Magnani crafts customer and employee experiences that engage customers, are founded in business goals and drive conversions.
Capabilities:
Customer & Employee Experience Design
Service Design
Content Strategy & Development
Conversion Rate Optimization
Positioning Strategy
Brand Development
Marketing Strategy & Planning
Creative Campaigns
Stories are the fundamental way we learn and connect emotionally as people. We apply storytelling principles to the design-thinking process to create a deeper understanding and empathy with customers, to create and communicate a more compelling vision of how to solve their challenges and deliver more engaging user experiences, and, ultimately, to help organizations and their customers rally around that vision.
Brought to life with stories that reveal who they are, we unveil what rational and emotional motivations affect their behaviors. We weigh the resources and constraints that affect their decisions. And we pore over the joys, frustrations, and hardships they experience as they travel on their daily journeys through the world.
We define the challenge we will solve for our heroes, not by listing technical or functional requirements, per se, but by declaring as our goal the emotional requirements—the way we wish our heroes to feel about themselves and their world after engaging with our solution.
Through a guided process, we move from the unhindered expression of hundreds of concepts to the prioritization and deep development of the most viable solutions in a very short time. The best solutions are demonstrated and tested through, and documented within, idealized stories of our heroes encounters and engagements with our solutions, and the resulting outcomes.
We prototype and iterate, early and often. This is trial by fire. We bring the best ideas to life through low-, medium-, and high-fidelity prototypes and test them in the hands of people. It is the only way to truly craft and refine real-world solutions that evoke emotional connections and outcomes equal to those documented in our idealized narratives.
Whether we’re launching an internal vision communications piece, a live market beta test, or a communications campaign, we know the story is successful when stakeholders and customers become not simply participants, but evangelists.
Work with us.
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An experience design and strategy firm
