The focus of pre-development work.

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Pre-development is about ensuring that we set out to do the right thing. This means that we need to truly understand the needs, the technological limitations, the competitive landscape, and THEN generate a range of conceptual directions.

 

Nobody is free from biases, so we must ensure that we are aware of bias preferences (psychological inertia) and use a systematic way of working to minimise these biases. We need to have confidence that the possibility space is covered thoroughly. We need to have confidence that we don’t make decisions based on erroneous assumptions, and while inevitably there is much uncertainty at early stages, seek ton understand the nature of this uncertainty and the implications.

 

Through pre-development, we deliver a comprehensive analysis and multiple conceptual directions illustrated in schematic illustrations and in 3D so that they can be understood easily. Mock-ups help to check proof-of-principle for different directions. This is shaping the WHAT COULD BE. The WHAT SHOULD BE will come later.