01
Market Opportunity Identification
We combine category analysis, consumer needs research, competitor mapping, and whitespace exploration before any concept work begins.
DESIGN FOUNDRY
DESIGN FOUNDRY
From Market Opportunity to Validated Prototype.
For teams who know what they want to build and want the research to make sure they're building the right thing.
THE PROBLEM
What research reveals that instinct misses
The difference between a good digital product and a great one usually isn't talent or intent; it's the quality of the questions asked before design begins.
Even the most experienced teams build on assumptions and instincts. Design Foundry is the outside perspective that tests those assumptions before they become the product.
That's what Design Foundry is for.
WHAT WE DO
From market opportunity to validated prototype.
02
Concept Generation
We use disciplined creative and analytical techniques to generate dozens of directions, not just the obvious ones. We use design thinking, customer co-creation, cross-category inspiration, and structured ideation. Each concept gets explored and stress-tested.
03
Concept Evaluation
We evaluate concepts against consumer needs, strategic fit, market feasibility, and financial viability. The strongest move forward. The rest are kept on record, weak ideas filtered out before they consume resources.
04
Digital Product Brief
We translate selected concepts into complete product briefs: business case, target users, key features, value proposition, technical requirements. No ambiguity about what is being built or why.
05
Rapid Prototyping and Testing
Wireframes through to interactive, clickable experiences, tested with real users using eye tracking, behavioral observation, and A/B comparison. Small design decisions get resolved here, before they become expensive ones.
UI/UX AND BRAND EXPERIENCE
A product can work and still fail to build trust.
A product that functions well is table stakes. What separates a good product from a great product is Brand Experience.
UI/UX Research
Is the experience intuitive? Can users find what they need, complete their tasks, and move through the product without friction? We observe real task completion, capture eye movements and behavioral signals, and replay sessions to find exactly where things break down — and what it would take to fix them.
Brand Experience (BX)
A product can pass every usability test and still fail to build trust, relevance, or recall. Brand experience research looks at what the product is communicating beyond function. Does it feel credible? Does it reinforce the brand? Does it create the kind of impression that brings people back?
We test comprehension, emotional tone, and trust signals in lab conditions. The findings shape the gap between a product that works and one people actually connect with.
CASE STUDY: PHYSICIAN FINDER APP
A physician finder app shaped by real behavior.
A major health system wanted to build a consumer app to help patients find and choose physicians. The challenge wasn't technical — it was understanding how patients actually search, what they need to feel confident, and what the experience needed to communicate about the brand.
Semi-functional prototypeWe built an interactive prototype so users could complete realistic physician-search tasks.
Eye-tracking labReal users wore eye-tracking glasses so we could see where attention, confusion, and confidence emerged.
Live information cardsWhen prototype details were missing, researchers introduced physical cards in real time to simulate the complete experience.
Frame-by-frame analysisEvery session was replayed and reviewed to isolate confusion points and uncover what the tool communicated about the brand.
Eye tracking
Real users
Task replay
Physician Finder
Find the right doctor for you
Search by specialty, location, insurance, or doctor name.
Cardiology near me
Top matches
Dr. Maya Chen
Cardiology • 4.8 rating • 2.1 miles
Accepting new patients
View
Dr. James Patel
Internal Medicine • 4.7 rating • 1.4 miles
Video visits available
View
Dr. Elena Rivera
Oncology • 4.9 rating • 3.0 miles
Recommended for new patient care
View
What matters most
Insurance match
Availability, trust cues, and practical details surfaced up front.
Designed to reduce hesitation
Info
What the research shaped
The research didn't just validate the design. It changed it — reshaping three decisions that determined what the final product became.
Feature setIdentify and display information features that build confidence and lead to decision-making.
Information architectureHow search, filtering, and doctor details should be organized — based on how patients actually navigated, not how designers assumed they would.
Brand positioningHow the tool should reflect the health system's credibility and care and build the brand.
WHAT YOU GET
A product development roadmap with strategy, design, and brand experience.
✓
A clear read on where the real market opportunity is✓
Evaluated, prioritized concepts with weak ideas filtered before they consume resources✓
A product brief that aligns design, development, and leadership✓
Tested prototypes with behavioral data behind every design decision✓
Full BX, UI, and UX findings including signals that don't show up in surveys✓
A brand experience that builds the right impression, not just a functional oneHOW AI WORKS HERE
AI helps us move faster. Our expertise determines what matters.
Option Generation
AI generates and iterates on dozens of design directions simultaneously expanding the available choices.
Prototyping
Prototypes that used to take weeks get built in days. That means more concepts tested, and fewer surprises after launch.
Behavioral Analysis
Two decades of behavioral knowledge, now AI-enhanced to identify patterns across sessions.
Judgment
What AI doesn't replace is the expertise to know which direction is right for this brand and this market.
GET STARTED
Request a Design Foundry Engagement
When an important product decision has to be made — a new build, a relaunch, or a platform redesign — Design Foundry brings the research foundation for a great outcome. Available standalone or as part of a full ASAP engagement.