What is Design Thinking?
Designers resist the temptation to jump immediately to a solution to the stated problem. Instead, they first spend time determining what the basic, fundamental (root) issue is that needs to be addressed. They don’t try to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called “Design Thinking.” ~Don Norman
Our brand of design thinking relies on collaborative, recursive problem-solving. We focus on understanding the audience or end-user first. Then, we rethink problems to identify less obvious, outside-the-box solutions. For us, it is a hands-on, brains-on approach.
Technical Doesn’t Have to Be Boring
Consider our work for PR Hoffman, where we applied our audience-first, solution-driven methods. This Carlisle, PA, based manufacturer of lapping and polishing machines cranked out two completely innovative machines this past year.
Each machine is a product of years of expertise and cutting-edge technology. But communicating ethos and excitement to engineers and procurement officers can be hard. Technical specifications are necessary, but often dry and don’t make great sales tools.
The Hayman team asked: aren’t these technical, industrial machines also really cool to look at? Can’t mechanical specs also be visually compelling?
We turned the genre of technical brochure on its head, re-imaging the basic tables of specs that typically fill such documents. Instead, our PR Hoffman brochures are both beautifully compelling AND clearly informational.
We took a similar approach in producing the video for each machine. Instead of compiling a basic deck of images and data, our videos build powerful stories that combine technical details, stunning motion, and still shots. Kerry Woods, the sales manager at PR Hoffman, declared that “Hayman Studio transformed our new machine into beautiful marketing artwork.”
With gorgeous photography, slick videography, creative animation, clear technical writing, and sleek video editing, PR Hoffman was set with a package of custom communication solutions. Read the full case study to see a more detailed overview our PR Hoffman portfolio.
Are you launching a new product or service, but you’re not sure how to reach or excite your customers? Give us a call, and let us put our design thinking caps on for you–we do it every day. (717) 843-8338.
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