Choose your path

Define What’s Next

For teams ready to find and validate their next opportunity.

Why evolve with us

Identify the right opportunity before your invest in creating it. We run research-driven innovation programs that identify whitespace, generate bold concepts, and validate them with real people — before you commit to building anything.

What we’ll achieve

Innovation pipeline, strategic foresight, new category identification, concept validation, stakeholder alignment, product roadmap clarity

For brands like

Co-Creating the Future: Leveraging Participatory Design for Experience Innovation

Ayon

AI Personal Trainer

The clarity to know what’s worth making. Each program is scoped to your innovation challenge, drawing from our expertise across Physical, Digital, and Brand.

Redefined with thoughtful design

Ohm

Resonance Breathing Experience

A Calming Lamp that Guides Your Breathing into Balance

Resonance Breathing Experience

Owala

FreeSip Water Bottle

Uniquely Functional and Artistically Styled

FreeSip Water Bottle

IonQ

Forte Enterprise Quantum Computer

Redefining Quantum Computing Through Design Innovation

Forte Enterprise Quantum Computer

Aescape

Fully-Automated Massage Experience

Designing the Future of Automated Wellness

Fully-Automated Massage Experience

Life360

Tile Bluetooth Trackers

A New Generation for Tile with Life360

Tile Bluetooth Trackers

Ancient Ritual

Arc Experiential Sauna

Science-Backed Treatments Across Heat, Light, Color, and Sound

Arc Experiential Sauna

Gridstack

A NAS Built for Creatives

Physical, Digital, & Brand Harmony

A NAS Built for Creatives

Ravenchord

Piano

Reimagining the Piano for the 21st Century

Piano

Tonal

Strength Training System

Developing the World's First Digital Weight Home Gym

Strength Training System

Throne

Designing the Future of Gut Health

Cohesive Product & Brand Design for Health Tech

Designing the Future of Gut Health

DG Takano

Melior Water Faucet

Water Saving Kitchen Faucet

Melior Water Faucet

Skrolla

Lounge Chair

Mid-century Inspired Home Lounge Chair

Lounge Chair

Uber

Driver Beacon

Never Miss Your Ride

Driver Beacon

Our Define Program Highlights

Alignment & Opportunity Framing

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Consumer Insights & Signals Research

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Jobs-to-be-Done & User Observation

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Opportunity Mapping & Prioritization

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Concept Generation

Our AI suggests outlines, rewrites drafts, and refines tone so you can iterate faster with confidence.

Evaluative Research & Validation

Our AI suggests outlines, rewrites drafts, and refines tone so you can iterate faster with confidence.

Starting points

If any of these sound familiar, Launch might be the right program for your project.

Exploring a new category.

A new category, an acquisition, or a strategic pivot has opened doors you haven't walked through before. You need to quickly map the opportunity, understand the user, and explore what your capabilities could become before committing resources.

Planning 2-5 years out.

You need to make confident bets on the future but don't yet have the clarity to commit resources. You need tangible concepts and real evidence to act on — not just high-level direction that's hard to build around.

Innovation pipeline  is dry.

The team is heads-down on incremental improvements and no one is thinking about what's next. You need outside perspective and creative energy to open up new territory before the window closes.

Stakeholders aren't aligned.

Everyone on the team has a different vision for the future, and without a structured process it's hard to build momentum around any of them. You need a way to make the possibilities tangible so people can align around something real.

Technology looking for  a product.

You have a breakthrough capability but aren't sure what product it becomes or who it's really for. You need to explore form factors, use cases, and experience models to find the right application before committing to development.