In this article, we explore the differences between interviews and focus groups, and why we prefer in-depth interviews as our primary method of conducting research. Interviews allow you to form an empathetic connection with the audience, uncover deeper insights and avoid group bias, resulting in the most meaningful, quality feedback.

Co-creation is the best way to design customer experiences that drive preference and loyalty. You may have heard the phrase "co-creation" at some point, but what does co-creating an idea actually involve? At Cast & Hue, working collaboratively in our experience design is central to our approach and to creating effective change for your customers.

Edges are opportunities for growth and places where evolution happens quickly. Places where two distinct environments interact create what is called "the edge effect” Although the edge effect was originally observed in natural environments, edges have the same effect everywhere, even in business.

The pandemic era has changed everything. Beyond the toll COVID-19 has taken around the world, consumers' perceptions, needs and motivations have evolved. As a result, yesterday’s communication and experience strategies will not work as well today. As organizations pivot to better meet the needs of those they serve, demand profiles could be key to creating a competitive advantage. In this article, Steve Koch shares why demand profiles are such powerful tools, and why understanding the progress consumers are trying to make can help organizations take innovation, experience design and communication strategies to the next level.

Why does customer experience matter? What really is customer experience and how do you define it? Whitney Driscoll breaks down the basics to share some quick takeaways about the importance of CX and what it could mean for your brand.

Collaboration is necessary. We know that multiple perspectives can allow for troubleshooting and extended brainstorming, ultimately leading to project success. We know sometimes that means having uncomfortable moments of truth within our organizations, and difficult conversations that may lead to our already stress-filled lives being a little harder to handle that day. In this blog post Whitney Driscoll talks about how to set change up for success by building your A-team, and how to encourage everyone to lean in whole-heartedly.

Covid-19 has changed everything for consumers and brands. It has altered needs, perceptions, motivations, and behaviors. And while many thought these changes might be temporary, we’re now realizing that is likely not the case. Welcome to the Pandemic Era. This week, Steve Koch looks at the impact of this new era and what experience design and innovation leaders should be focused on to ensure they are delivering experiences that meet the needs of all of their audiences.

When designing a new product, it is important for everyone to have a complete understanding of what it’s intended to achieve. Are you trying to invent, innovate, or improve? Nowadays, these terms are thrown around very loosely. In this article, Dylan Labadie goes into detail about their differences and why it matters.

Every customer or employee wants to achieve progress, and your organization is either helping them toward or pushing them away from achieving their ideal state and the progress they need to get there. In order to truly be of service to your customers and employees, you need to understand their functional and emotional needs. Isolating and identifying the progress most important to your audience is crucial in the process of you knowing what things are happening and why, so that you can strategize on what to do about it. Welcome to “Needs 101” with Whitney Driscoll.

With a bottom-up lens, business impacts are proven by the success of the employee and customer relationship. That relationship is what every organization should be trying to build. Whitney Driscoll discusses how in our projects at Cast & Hue, we have seen tremendous value in combining customer and employee experience feedback to get a clearer picture and understanding in our research. These valuable insights serve future decisions, benchmarks, products, and innovations that ultimately put the right people first.