The WAOW Pre-Discovery Program
A precursor to Design Thinking.
Most innovation methodologies begin once a challenge has already been defined.
We begin several steps earlier - with an observation.
Something seen, experienced or imagined that makes us wonder whether there's something worth exploring.
We observe, explore, understand, question and frame to determine whether there is a question, opportunity or challenge worth pursuing.
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We begin by observing everyday life, without assuming a challenge has already been defined.
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We gather perspectives through research, reading, conversation and real-world experience to explore what we've noticed.
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As patterns emerge, we identify the factors shaping people's experiences and the wider systems around them.
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We challenge assumptions, test prevailing thinking and ask whether what we've observed matters.
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We clarify what we've found: a question, opportunity or challenge worth pursuing or perhaps, nothing at all.
When the outcome is a design challenge, it's ready to enter established methodologies such as the Design Council's Double Diamond or Systemic Design Framework.
Whereas these provide powerful ways to explore, define and respond to challenges, we focus on what happened earlier:
What have we noticed?
What might it mean?
Does it matter?
What assumptions should we question?
Sometimes there will be nothing to pursue.
Sometimes an observation becomes a research question, an opportunity, a strategic consideration or a clearly framed challenge ready to take forward.
Our job isn't to find a problem for every observation. It's to find out whether there's something in it.
What We Deliver
The WAOW Pre-Discovery Methodology is designed to help organisations enter the design process with greater confidence and clarity.
Typical outcomes include:
Better problem understanding
Clearer challenge definition
Human-centred insight
Opportunity identification
Strategic re framing
Stronger foundations for innovation and design
Greater alignment before solution development begins
Whether informing strategy, supporting innovation, or preparing for Design Thinking workshops, the objective remains the same:
to ensure organisations are solving the right problem, before investing in the solution.