We combine principles and methodologies from ethnography, phenomenology, lean startup and Design Research to frame design challenges and ground the design thinking process. Why is this important? Design thinking explores human experiences to inspire new ways of making sense of the world first, before exploring how these insights might lead to meaningful innovation. By adopting an orientation to research which is founded on rigour, respect and continual improvement, we empower our clients with actionable learnings and guide design thinking initiatives towards meaning formation and meaningful outcomes.