Strategic Approach


Your Situation:

  • Too often, clunky tools and layered processes get in your way. Coupled with deadline pressures and ill-defined goals, your task can become thankless.
  • Worse, problems with bad tools and cloudy vision will put your organization’s success at risk.
  • An overwhelmed creative team will quickly leave an organization off-message and not nimble enough to respond to an ever-changing business environment.

Our Answer:

  • We have successfully helped editorial and design teams in multiple industries realize elegant, creative, effective workflow processes.
  • By using ethnographic user data—interviews, workflow shadowing of live production, our custom goals card wall, composite personas and scenarios—we generate actionable information about your team’s root troubles.


A vision emerges as we work with your team.

We marry objective analysis with intuitive context, and we see top-level process issues come to light. For some, it’s a bottleneck problem with a single person who holds the key to the content you want to publish. For others, manual processes make tracking and maintaining content changes too burdensome. For still others, we find conflicting mandates collide on the production floor.

Once we can zero in on the big picture problems, we can redesign the processes, relationships and workflow tools you need to publish better than your competitors.


workflowmapsOur As-Is and Should-Be Workflow Maps give definition to our solution.

In order to build a workflow that allows a creative team to “jump the tracks,” we have to first have tracks to jump.

It is important to know how things really route through production, and how we want them to route through production, so we can address the bottlenecks and hazards that get in the way.


scriptsWe write workflow scenarios to “script” out elegant solutions.

Scenarios play a key role during the design phase of development by providing context and detail about how an individual will use a tool and why. This allows us to create more user-friendly solutions.

Scenarios are written in a goal-directed manner and focus on actions to be taken and decisions to be made to achieve a defined goal.


We create tools that support streamlined publication production without getting in the way of creativity.

Inspired by the Alan Cooper approach to interaction design, we craft workflow tools that minimize cognitive friction. This means usable, intuitive software that makes your job easier, less manual, and more fun.