City Morph Studio A Los Angeles Creative Design Lab

Innovation begins with a clear understanding of your needs—and your dreams!

At City Morph, our design-thinking approach is less cookie-cutter processes and more deep, one-on-one engagement. We want to know the nuance of your business goals, product vision, and barriers to success…

WHY DO YOU DO WHAT YOU DO?

The first step is to understand who you are and what you do. We want to know what motivates you and what is your outlook on life. This exploration together is important as it will define the essence of what this product will become.

USER’S NEEDS

We need to gain an empathetic understanding of the problem you are trying to solve. Empathy is crucial to a human-centered design process because it sets aside our own biased assumptions, and forces us to gain real insight into your users and their needs.

DEFINE THE PROBLEM

Once information from you and your customers are gathered, we then analyze the observations and synthesize the real problem at hand. We fabricate personas that resemble your ideal customer and define problem statements that would be real issues to this customer.

THINK OUTSIDE THE BOX

Now we are ready to generate ideas based on the knowledge from the first three phases will allow us to start to “think outside the box”. We will look to find alternative ways to view the problem and identify innovative solutions to the problem statements that were created. 

GET DOWN AND GET DIRTY!

This is where the fun begins. The aim is to identify the best possible solution for each problem found. We carve out rapid prototypes to investigate all the ideas created from the previous phase and begin shaving down to the most useful variant.

TEST, TEST, AND MORE TEST

We rigorously test the prototypes. Often times prototypes will reveal a redefinition of the problem and phases of the process will repeat itself. Ultimately an ideal prototype will emerge, and then we take it this prototype through to final production. 

Case Study

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City Morph Studio A Los Angeles Creative Design Lab

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