TUSI services | Strategy
Innovation strategy and prototyping
Innovation strategy builds a disciplined way to find new opportunities and test them without putting the organization’s core business at risk. Using design thinking and an interdisciplinary team, TUSI identifies opportunities, turns ideas into prototypes and concepts that can be tested, and designs their route to market.
In a large organization, innovation is a question of structure
Large organizations are not short of good ideas. What they lack is a place where ideas can be tested without being judged, and killed, by the logic of the current business. When innovation is tied to the parent brand and old processes, it usually slows down before it is born.
TUSI approaches innovation through design thinking: deep understanding of the audience, interdisciplinary ideation, prototyping and feedback. The brand identity for Datam, MCI’s operating system in development, is one example of working alongside an innovative product as it takes shape.
A real opportunity
Innovation starts from a real need, not an attractive technology.
Test fast
Ideas are tested with prototypes before any major investment.
Room to grow
A new idea needs space where the logic of the old business can’t smother it.
What we do
Opportunity discovery
Uncover hidden needs, trends and gaps in the market.
Design thinking workshops
Generate ideas together with the organization’s interdisciplinary teams.
Prototyping
Build a visible prototype of a concept, service or product.
Testing with audiences
Get real feedback before a major investment.
Innovation governance
Set go/no-go criteria and decide where the idea sits in the organization.
Branding the new idea
Decide its name and how it relates to the parent brand.
“Theory and international experience show that a new brand becomes a tool for reinvention only when it is the outward face of an independent entrepreneurial unit.”
When you need this
A technology threat or a new competitor
The current business model is under pressure.
Many ideas, little output
The organization has ideas, but nothing reaches the market.
A new product or service
A new concept needs testing before investment.
Building an innovation unit
The organization wants to make innovation systematic.
How we work
Discover
Understand the audience, the market and the organization’s capabilities.
Ideate
Generate and select ideas in workshops.
Prototype
Build prototypes and test them with the audience.
Launch
Design the path to development and market.
Selected work
Datam operating system (MCI)
Brand identity for MCI’s proprietary operating system, built on the idea of integration and boundlessness.
MCI Business
The brand for MCI’s enterprise services unit: from scattered execution to one orderly whole.
Iran Computer and Video Games Foundation
Unifying the visual identity of the body that oversees Iran’s games industry: rooted in Iranian culture and clear to international audiences.
Frequently asked questions
What does innovation have to do with brand?
Every new idea reaches people through a name, a promise and an experience. If its relationship to the parent brand isn’t clear from the start, both the idea and the main brand suffer.
What is prototyping and why does it matter?
A prototype is a simple version of an idea that shows how people will encounter it. It lets you test assumptions before committing major costs.
Does TUSI build technology?
TUSI’s work is understanding audiences and designing the concept, the experience and the brand. Web and app development are part of our services, and the technical scope of each project is set out in the proposal.
How are fees for innovation strategy set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the scope of work, the size of the organization, the number of deliverables and the timeline.
Why TUSI for innovation?
TUSI brings researchers, strategists, designers and developers together in interdisciplinary teams, combining creativity, art and knowledge.
Related services
Where will your organization’s next idea be tested?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
