One of the clients of The Incredible Machine, a power tool company, wanted to diversify its business. Taking the current customer base, wood craftsmen, as a starting point.

To get a good understanding of the context the team has visited over 90 craftsmen in 4 countries. Our observations and interviews resulted into over 3000 "notes" (distinct bits of information). In group workshops these were clustered into themes. Themes were combined and discussed out of which insights and opportunities came forth.

All of these steps were recorded in a custom built application, which makes it easy to go back from the level of a design brief and see what observations and interviews serve as a basis.

8 Opportunities have been further explored and validated by building prototypes, ranging from physical machines to online shops.