WE CREATE SOLUTIONS FOR OUR CLIENTS THAT…

It’s not how you feel about the design or experience,
it’s how the design makes you feel about yourself.

 

The roots of Psycho-Aesthetics (P/A) come from a uniquely pivotal time in which its founder Ravi Sawhney worked with dozens of cognitive and industrial psychologists developing the first touch screen interface at Xerox PARC, the birthplace of many of today’s technologies, including the Macintosh. During this challenging time, he found that several facts created barriers to its success:

1. People were not yet familiar with computers

2. People related to CRT screens as TVs and thereby knew only to never put their finger prints on the screen
 
3. They knew to stand back far enough to avoid its radiation. A button on the screen saying “touch to start” was met with great resistance, in part due to the presentation of the technology.

Imagine a foot-deep display with a 5-inch by 7-inch display buried inches inside a dark bezel. It was anything but intuitive. Success was finally attained after months of exploration, playing with various designs on screen, and working to reduce the perception of depth and darkness, all of which eventually allowed users who were new to the concept to immediately accept and interact with it. That was 1978.

 

DOWNLOAD OUR P/A WORKBOOK TO LEARN MORE

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THE PSYCHO-AESTHETICS PROCESS OVERVIEW

THE HERO’S JOURNEY

THE P/A MAP

P/A maps are a scalable design-strategy framework. They are a center point to Psycho-Aesthetics, providing a consistent lens to see the world through. By adopting P/A maps, we as designers develop relevance and understanding of how people see the world, resulting in our ability to empathize with them and their perceptions. Additionally, we find that using P/A maps trigger recall at a higher level than occur otherwise. Viewing visuals trigger recall of process and insights that

allow communication with higher levels of depth, clarity, and conviction. The maps become a new shared language between us and our stakeholders.It is used to map personas, brands, and offerings against the consumer’s Hierarchy of Needs, Desires, and Aspirations on one hand and levels of interactivity on the other. Once these entities are mapped, opportunity zones (White Space / Blue Ocean) can be identified and design directions can be designed and communicated.

A few of the great institutions that use
our design thinking methodology.

 

WE CREATE SOLUTIONS FOR OUR CLIENTS THAT…

 

It’s not how you feel about the design or experience, it’s how the design makes you feel about yourself.

 

 

THE ORIGINS OF P/A

The roots of Psycho-Aesthetics (P/A) come from a uniquely pivotal time in which its founder Ravi Sawhney worked with dozens of cognitive and industrial psychologists developing the first touch screen interface at Xerox PARC, the birthplace of many of today’s technologies, including the Macintosh. During this challenging time, he found that several facts created barriers to its success:

1.  People were not yet familiar with computers

2. People related to CRT screens as TVs and thereby knew only to never put their finger prints on the screen

3. They knew to stand back far enough to avoid its radiation. A button on the screen saying “touch to start” was met with great resistance, in part due to the presentation of the technology.

Imagine a foot-deep display with a 5-inch by 7-inch display buried inches inside a dark bezel. It was anything but intuitive. Success was finally attained after months of exploration, playing with various designs on screen, and working to reduce the perception of depth and darkness, all of which eventually allowed users who were new to the concept to immediately accept and interact with it. That was 1978.

 

DOWNLOAD OUR P/A WORKBOOK TO LEARN MORE

DOWNLOAD

THE PSYCHO-AESTHETICS PROCESS OVERVIEW

•   Conducting Global Research

•   Curating Trends

•   Generating Research Hypothesis

•   Creating Hypothetical Concepts

•   Conducting Ethnographic Studies

•   Interviewing Stakeholders

•   Creating Stimuli

•   Conducting Co-Creation Sessions

•   Creating Research Plan

•   Screening Criteria and Discussion Plans

•   Generating Insights

•   Creating Go to Market Strategies

•   Benchmarking Competition

•   Developing Personas

•   Identifying Consumer Triggers

•   Developing Help Me Statements

•   Mapping Opportunity Zones

•   Developing Customer Experience Journey

•   Identifying Category Attractors

•   Defining Solution Criteria

•   Defining Key Product Attractors

•   Outlining Hero’s Journey for Key Personas

•   Defining Moments of Truth

•   Defining Avenues of Consumer Attraction

•   Engagement and Adoption / Purchase

•   Creating Viral Demand

•   Brainstorming in Creative Immersion Sessions

•   Ideating & Conceptualizing

•   Creating & Iterating Concepts

•   Development of Wireframes

•   Mapping Proposed Solutions

•   Exploring Colors, Materials, & Finishes

•   Prototyping

•   P/A Validating of Proposed Solution

•   Developing the Brand

•   Developing Elevator Pitch

•   Developing the Product / Service

•   Integrating Partnerships

•   Engineering / Programming the Product

•   Creating Go-to-Market Solutions

•   Creating Fast Fails

•   Iterative Prototype Testing

•   Testing Beta Versions

•   Cycles of Design / Engineering Improvements

•   Debugging

•   Tooling, Press Check, and Producing

•   Conducting Pilot Studies

•   Ramping Up Production

•   Empowering Consumers

•   Rewarding Customers

•   Creating Heroic Evangelists

•   Generating Viral Demand

THE HERO’S HOURNEY

THE P/A MAP

P/A maps are a scalable design-strategy framework. They are a center point to Psycho-Aesthetics, providing a consistent lens to see the world through. By adopting P/A maps, we as designers develop relevance and understanding of how people see the world, resulting in our ability to empathize with them and their perceptions. Additionally, we find that using P/A maps trigger recall at a higher level than occur otherwise. Viewing visuals trigger recall of process and insights that allow communication with higher levels of depth, clarity, and conviction. The maps become a new shared language between us and our stakeholders. It is used to map personas, brands, and offerings against the consumer’s Hierarchy of Needs, Desires, and Aspirations on one hand and levels of interactivity on the other. Once these entities are mapped, opportunity zones (White Space / Blue Ocean) can be identified and design directions can be designed and communicated.

A few of the great institutions that use our design thinking methodology.

DOWNLOAD