From Conception to Comprehension
Iterative Cycles of Time Through Interwoven Phases
We don’t pretend to know all of the things, and neither should you. Here at Emerald Seven, we’re a highly collaborative crew. We embrace uncertainty and learn out in the open. We never take a project at face value. We critique. We iterate. We design. We develop. And we always learn.
With you, let’s take the time to appropriately frame a project in its context prior to jumping down the proverbial rabbit hole. It saves everyone time if we conceptualize the goals and implications of a project before we begin. Proceeding into conceptual design, through experience design & development, our team hones in on a point of balanced understanding. Only then, do we launch our work together, beginning a path formed by virtuous cycles of optimization & enhancement.
Welcome to our Integrative Design Process: evolutionary, and self-similar across scales. In our modern world, the rate of change accelerates in tandem with increasing complexity. Our strategy adaptively embraces uncertainty, while rendering complexity intelligible. We race with the machine, never against.
Nature has already solved many of the design challenges we may face, however abstracted they may be by the time we apply them in our studio. There is no need to solve the same problems again, only the need to apply the relevant existing solutions to the new problems we encounter. We steal like an artist from nature, leveraging its solutions to problems of both form and function. Think of it as applying computer science’s “Don’t Repeat Yourself” (DRY) principle to our strategic work: nature provides the toolkit for us to build higher order functions on an existing infrastructure. Our systems strengthen in the face of adversity: we are antifragile.
When You Think You Know The Problem
When You Actually Understand The Problem
Reframe the Problem: Seek Informed Balance
With each new challenge, our team begins by reframing the problem within contexts: massive and microscopic alike. We iterate towards balance, learning along the way. Your custom, tailored solution is the artifact of our process.
Progression Towards Perpetual Balance
Moments of Balance
Balance Differential Progression
Uncertainty & Feedback Integration
Avoid Becoming Fooled by Randomness
When you try to solve any problem, the beginning represents the point of highest uncertainty. You may have an idea, an inkling of how the solution will reveal itself, but in reality you have no idea. We accept this truth and use it to guide our path. Our experience grants us an intuitive recognition of comparable project contexts, but the literal solution remains hidden until you are deep into the journey.
Throughout the process, we rejoin to discuss the challenges that lie ahead. We focus on the near-term, with an eye towards a distant future. As an outcome of each interaction, we learn a bit more about how to integrate the priorities of the varied interests that accompany any project. We call this Feedback Integration. In each cycle, we discuss progress, gather feedback, and integrate new knowledge prior to our next discussion.
Throughout these cycles of feedback integration, uncertainty decreases at variable rates. Sometimes, you learn more early in the process, sometimes later. In some projects, we learn at a linear rate, while in others we integrate at a logarithmic rate. Each project is unique; however, the framework for problem-solving remains consistent. Iterate towards the solution – always be agile.
Low Uncertainty & Low Feedback Integration
Low Uncertainty & High Feedback Integration
Low Uncertainty & Low Feedback Integration Differential
High Uncertainty & Low Feedback Integration
High Uncertainty & High Feedback Integration
High Uncertainty & High Feedbatck Integration Differential
Feedback Integration Differential
Low Uncertainty & High Feedback Integration Differential
Rendering Complexity Intelligible
Abstract & Iterate / Diverge & Converge
Trust us: we’re professionals! We may take Design really seriously, but not ourselves. We like to talk big concept, but we like to do it over beers or a glass (or two) of wine, with a healthy dose of jokes and frivolity. We break large problems into smaller ones. We bring seemingly disparate ideas together. We remix. We seek to reveal the already-present connections that are often hidden from view. Design thinking allows us to solve complex problems, while producing beneficial outcomes.
We believe in using all of the tools at our disposal. Let’s apply everything we’ve learned. Both divergent and convergent modes of thinking are necessary to create elegant and thoughtful solutions. We’ve spent years reducing the switching cost between linear & nonlinear styles, and this is where Emerald Seven’s true competitive advantage lies: we consider your design challenge in terms of the whole.