Recently, Red Privet was interviewed by Forrester Research, Inc. analyst, Allegra Burnette, in her July 2015 report, “Design Methods in the Age of the Customer.” Red Privet was cited twice in the report for customer experience (CX) professionals who “want to grow and transform their businesses by fostering empathy for their customers, quickly [adapt] to challenges, and [create] effective and compelling experiences.”
A Red Privet case study was cited during a discussion of the value of ethnographic research in the design process:
“Ethnographic research. Ethnographic research plays a key role in design thinking because it emphasizes the human element at the center of the experience. It is an essential corrective that challenges existing assumptions and gives insight into motivations. Agency Red Privet took data it compiled through extensive ethnographic research for a client and used it to create a decision map that identified the moments that mattered in determining whether a potential healthcare customer ended up as a “researcher,” a “validator” to someone else making the decision, or a “committer.”
Red Privet’s perspective was also included in the report’s Recommendations for creating “sustained continuous improvement.”
“Take things in small steps. It’s almost impossible to shift course all at once. Agencies like Manifest Digital advocate for trying out unfamiliar methodologies on smaller projects and getting the process right before rolling it out more broadly. Red Privet likens the process of adopting design methodologies to being a novice cook. Novice cooks will follow a recipe literally, but as they become more familiar with flavors that go well together, they’ll start to allow themselves to adjust the recipe. For more seasoned pros, the methodologies provide general guidelines and boundaries, which they adapt to their own needs, time frames, and budgets.”
We are honored to be included in this research report, that we believe supports the value of design-thinking practices, Lean iterative processes and agile development–all practices we employ at Red Privet.
Read the full report (subscription required for access): Design Methods in the Age of the Customer