San Diego Startup Month 2020

After 20 years of applying the design process to countless client situations, one pattern is clear: far too often we do far too much. Most clients don't need most of what we do, and I think it's time we require a rationale to include a step in the process rather than to skip a step. The tenets of UX design 'building empathy, understanding stakeholders, starting small, customizing solutions' should be applied to the design process itself. We call this approach Rational Design, and it saves our clients time, money, and frustration on the way to an informed, reliable, high-quality solution shrink-wrapped to fit each unique problem space.