Rethinking the way digital products are designed.

Our Values

01

We are design only, by design.

We don't have any coding, programming or developing capabilities. We believe design is about people, not technology, which is why we have a relentless focus on the people that use what we make. Because of that, we only engage in work requiring research, strategy, UX/UI and end-to-end product design.

02

Architecture for the digital age.

In the same way that architects have shaped the culture of cities and communities, digital product designers have shaped the experiences that fundamentally change the way we live. Like architects, we create the vision and blueprints for screen designs and work with technology teams for implementation.

03

Screens shape the future.

Of course, we are inherently driven to create beauty, but we believe every pixel creates behavioral outcomes—outcomes that shape the future of the organizations, the industries and, most importantly, the individuals that use what we make.

04

Design helps people and business thrive.

Great design requires shifting focus away from the surface to deeper foundations. Today's screens have touched the deepest parts of human nature, for better and for worse. Our design philosophy is rooted deep understanding of the human condition, ethics and the role that design plays in it.

05

Clients are designers, too.

We believe that anyone that influences a design is a designer. Over the years, we've developed a practice and unique process that allows our clients' to significantly contribute to the design process while also enabling us to bring our expertise to the table.

Outcome-Centered Design™

Our Outcome-Centered Design approach uses a narrative-based process that drives iterative solutioning and creates a tangible vision of the future. By combining design thinking, storytelling, Human Computer Interaction (HCI) and behavioral psychology, we can understand and design for optimal outcomes that help people and business thrive.

01 User Research & Ethnographic Studies

The source of the stories that shape the vision. Using professional research techniques, we fully immerse into the world of the end-user, developing a clear picture of environmental, social and emotional contexts that are both directly and indirectly related to the human systems we're designing within. We'll also often incorporate secondary research such as peer-reviewed, academic literature related to the context of use.

02 Psychographic Persona Development

Based on research, our personas capture the complexity of the end-user's mind, behavioral tendencies and personality traits that help drive micro- and macro-level design strategies. For example, we might use personality profiles like the 5-Factor Model or Meyers-Briggs combined with psychological frameworks like Maslow's Hierarchy of Needs to understand the variables of the psyche we would potentially influence.

03 Experience Mapping & Narrative Development

We'll graduate personas into a narrative visualizing the end-to-end journey, either as it appears today for existing products, or create an ideal narrative for net-new products and blue sky innovations.

  • Time and the stages of the journey
  • User actions at each stage (aka Doing)
  • User thoughts at each stage (aka Thinking)
  • User emotions at each stage (aka Feeling)
  • Key moments of extreme satisfaction or friction

04 Storyframes & Prototyping

Each stage of the journey is broken down into storyframes, written narratives of outcomes for the user and referencing key behavior design techniques. The text itself is examined and prototyped before any design solutions are created for any additional outcomes revealed.

Each storyframe is graduated into a prototype that simulates a possible solution, factoring in HCI standards and best practices,  rigorously iterated upon and testing for usefulness and usability.

05 Design Execution & Handoff

Once our design concepts are validated and examined for outcomes that affect all stakeholders, the concepts are graduated to a robust information architecture and screen inventory. Like today's architects, each design mockup is translated into blueprints for development that includes documentation for states, animation, exportable assets and styling for all screen sizes.

06 Design System Development

Throughout the design process, we establish and evolve a design language detailing the identity principles that based on our client's brand and psychographic elements of the end users. Along the way, the design language graduates into a formal design system with components and rules that ensures consistency across the product. The result is a fluid system that ensures efficiency and effectiveness beyond our involvement.

How we work.

Our process allows us to design across all industries and for all devices. We've worked with clients ranging from startups to Fortune 500s.

Helping startups bring products to market.

We've worked with Founder/CEOs to bring concepts to market by designing a tailor-made experience for their target user.

Helping product owners level-up their teams.

We've refined products to increase user acquisition and engagement to enhance the product development lifecycle.

Helping enterprise executives innovate.

We've developed new avenues of growth for Fortune 500 companies by leveraging our design process for blue-sky innovation.

Leadership

Founder & Principal, yazin Akkawi

Yazin Akkawi is a Chicago based product and experience designer behind some of the most cutting-edge digital products. Founder of the globally ranked MSTQ, Yazin leads a multidisciplinary team to work at the intersection of art and psychology to design digital experiences that help people thrive.

Yazin derived the brand origins from his admittedly audacious mission: shape the future and enhance the human condition with design.

But as his father once reminded him, "You'll never know where you're going until you know where you came from," a philosophy that Yazin has applied to his design approach. So, Yazin looked to his past to find the representation of a firm focused on the future: the abbreviation of the arabic word Mustaqbal (مستقبل), meaning Future.

Talk to Yazin.

Want to get in touch? Interested in working together?

Email Yazin
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