Archive for the ‘Research’ Category

When Assumptions Don’t Travel: Building Global Tech for a Fragmented World

In today’s fragmented global landscape, assumptions made at headquarters no longer hold. In this article, Joanna Brassett, Founder and CEO of Studio intO, explores how default thinking derails innovation, and how intO’s Local Lens Approach embeds real local context into strategy and design. From fintech to AI, global teams use our insight model to create products that are not just adapted, but truly relevant. When you stop assuming, you start designing better.

read more +

Posted on May 19th, 2025

News Strategy Research

Challenging Default Thinking: What design anthropology teaches us about context, culture, and global innovation

What does it take to design truly global innovation? In this article, intO’s Founder & CEO Joanna Brassett shares insights from her recent lecture at the University of Applied Arts Vienna. She explores how design anthropology - and intO’s adapted Local Lens Approach to research - helps global teams challenge default thinking and embed local context into strategy, product, and service development.

read more +

Posted on May 15th, 2025

News AI Strategy Research

Designing for Trust: Why Fintech Needs Equitable AI

AI is transforming how people manage their money but without cultural context, trust and emotional intelligence, even the smartest tools can fail to connect with the end user. In this article, Chloe Amos-Edkins explores how fintech teams can design AI-powered experiences that build trust, serve diverse markets, and reflect real user values. Featuring insights from intO’s Research Director Laetitia Sfez, and grounded in global fieldwork, it’s a call for equity as an essential part of the UX research and design process.

read more +

Posted on April 28th, 2025

News AI Strategy Research