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Basalt Design Strategy


Helping teams design with actionable insight

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Basalt Design Strategy


Helping teams design with actionable insight

 

What do you know about your customer?

What insights empower your team to design with confidence?

How do you prioritize where to invest your time?


Knowing your customer is the foundation of business.

We can help.

 

Design must begin with peoplE

Ethnographic Inquiry

Meet people where they are.

Understanding them, in their context, enables us to interpret how our future designs will work in their world.

Without their reality we are lost.

Synthesis

Turn observation into insight

Analyzing everything we saw, heard and sensed, we bring an analytical process to turn observations into insights.

Without actionable insight we drift. 

Product Strategy

Make meaning for the team.

Taking what we've learned and translating it for the team so they know where to begin.

Without a plan we are stalled.

The Work


The Work


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Nike


Understanding athletes to inform the future of sport

 

Nike


Understanding athletes to inform the future of sport

 

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Nike+ FuelBand

Segmenting Nike+ movement

FuelBand was a hit, what should Nike do next?

When Nike launched the FuelBand in 2012 nothing like it existed and athletes responded with excitement and movement.

Starting with data we saw how athletes were moving. We then met them in-context to study how the band was really being used. The resulting athlete profiles and opportunities informed the Nike+ team developing the second edition FuelBand.

Nike+ Running

Defining the Nike+ Runner

Who is the Nike+ runner and how should Nike serve him or her?

Nike+ is the largest database of running activity in the world. To empower the product and marketing teams with runner insights we first clustered the data into key segments, then qualitatively understood their perceptions and motivations. Then we identified opportunities to serve each segment with Nike+ services.

Nike+ NTC

Segmenting the NTC user

What is the real value of the NTC app and how should Nike serve Her?

Nike Training Club was launched as a free home workout solution for women of all ages and athletic types, but how did people use it and how should Nike serve them?

We understood the training athlete with data and qualitative interviews to segment their behavior and aspiration in order to give the Nike Brand team tool they could use to act.

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VIVINT SMART HOME


Defining how people control the modern smart home

VIVINT SMART HOME


Defining how people control the modern smart home

Controlling the future smart home

How do people control the technology in their home today and into the future? 

Technology in the home is increasing rapidly, but what defines a "Smart Home" and how will people want to manage their homes in the future? Partnering with Vivint Smart Home we deeply understood the behavior patterns of today, and explored potential options for tomorrow, in order to give the design team a clear understanding and list of priorities for defining the future.

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Start-up Work


Helping start-ups assess where they are and where they should go next.

Going from V1.0 to 2.0. After launch, when it's time to ask, "What's next?"

Start-up Work


Helping start-ups assess where they are and where they should go next.

Going from V1.0 to 2.0. After launch, when it's time to ask, "What's next?"

Orchestra to Mailbox

Helped the Orchestra team go from an app with critical success but not mass adoption to the most successful and hyped email app in history. 

By focusing intensely on the consumer and using key insights to reinvent the experience Mailbox was born, which was eventually bought by Dropbox.

Foursquare Discover

Teamed with Ian Spalter and the Foursquare design team understand how people Discover the best places nearby.

Such a fun project! Meeting with people to find the best bars, restaurants and nearby locations we created a simple framework for the search and selection process that informed the beginning of the redesign of the new Foursquare.

Mirador Financial

How do you push the forefront of online lending without leaving your customers behind? By connecting with them throughout the process.

Mirador is pushing digital innovation for small business lending. We partnered to understand current and future customer perception in order to power all phases of the company, sales and marketing to product design.