DESIGN THAT PUTS PEOPLE FIRST AND CLIENTS AHEAD
We design for people who experience our work – customers, residents, guests, employees or patients – to generate strategic returns for clients and emotional returns for communities. It is a common perception that when it comes to design, the needs of people are often at odds with the needs of business. Our experience is just the opposite: business needs are best met by creating remarkable experiences for the people who regularly engage with the places we design. Integrating market, business and design strategy Our customer-focused, rather than design-centric approach is clearly rooted in our origins with Nordstrom – whose attention to the customer is renowned – and has extended naturally throughout Callison's practice over the last 30 years. It works because we not only recognize the importance of the people who ultimately use and experience a place, we celebrate them as fundamental drivers of success. Research Expertise and Brand Strategy The key is delving into the physical, emotional and intellectual lives of a project's target market. Integrating what we learn about the end-user into all aspects of design sparks a connection with people that translates to business results. To help us explore and evaluate the users' needs and aspirations, Callison employs user research including quantitative and qualitative studies such as observational, one-to-one interviews, ethnography and benchmarking. Translating this information into design is where science meets art. By interpreting these findings in the context of design, we are able to create compelling destinations that are good for people and business.