Citation d'Arthur C. Clarke: "La seule façon de découvrir les limites du possible, c'est de s'aventurer un peu au-delà, dans l'impossible"

This morning I wake up and I discovered this…

Hervé Collignon Non classé

“The World belongs to those who wake up early”. Have been told this consistently when I was young and I believe it is true especially when you are an entrepreneur and days are too short to do all what you would like to achieve. Today, as usual, I spent 30 minutes early in the morning exploring the web looking for …

The 3 basic components of Human Centered Innovation


Hervé Collignon Non classé

Shouldn’t we use the words DESIGN THINKING meaningfully and carefully? If we don’t, it will fade away and become irrelevant in most cases. I personally prefer using the term HUMAN CENTERED INNOVATION. First, Design Thinking is a flexible practice which serves a purpose. It exists to help everyone facing a challenge by addressing it with a technique which starts with …

Eve bites the apple


Hervé Collignon Non classé

Design Thinking is a user-centric approach which helps to create Human Centered Innovation based on what people can’t even express. Marketing mix as known in the 20th century has been based on the 5 Ps (Price, Product, Promotion, Place and People). Note that nowadays we are talking about customers or consumer segments. Far be it from me to start arguing …


Hervé Collignon Non classé

I often have to justify why Design Thinking is important for Start-ups. After all, start-ups have innovation at the core of their business model.

Carpool Arabia start-up and Design Thinking

Hervé Collignon Non classé

Is it necessary to tell how much start-ups need design thinking to accelerate their development? After 48 hours of a Fast & Furious pace workshop for Carpool Arabia the answer is YES. In fact all start-ups should leverage the power of this specific approach which starts with the user in mind. We are not talking about the consumer (which has …

Join us for a Design Thinking workshop for Carpool Arabia start-up

Hervé Collignon Non classé

Have you ever wanted to know what’s behind the curtain of a Startup? Good news, you can register for the design thinking workshop we organize and facilitate for Carpool Arabia. The 2 days workshop (Friday 5th and Saturday 6th of June) will be a complete immersion inside Carpool Arabia. Together, we will craft the most advanced ridesharing solution. During the …

3 workshops in 3 days with 3 different teams

Hervé Collignon Non classé

Today I have completed a round of three workshops with three different teams (one workshop per day). I am always amazed how people engage and discover the magic of Design Thinking approach. Using scenario basis to understand users is such a powerful tool. Less than a month after launching my company in Dubai, this is extremely rewarding. Thank you to …

Inspirational activity for the Lunetiers du Jura designers

Hervé Collignon Blog

This outdoor activity has helped designers from different companies in a same industry to work together for one day and get inspired by a new artistic technic. Although gathering all these creative people for the entire day was approved beforehand by their management, the activity had to ensure it would not disclose confidential information. During that day, designers have been …

HOOKS designs the new KELLOGG’S Snacks Hub in Geneva

Hervé Collignon Blog

After Pringles acquisition by Kellogg’s, the office space needed to be rebranded. The Western Europe Kellogg’s Snacks Hub in Geneva is now properly communicating Kellogg’s brand equity. The new design has reinforced the cohesion of former Pringles’ employees in line with Kellogg’s brand values while respecting the dynamism of both companies. An innovative IT solution shows Social Network feeds on …

Flat design: How Apple fell in the trap!

Hervé Collignon Blog

Well! am a big fan of Apple in general and those who know me might be surprised by this cynical article about Apple. But when you are Apple, you just can't position yourself as a follower. Apple is famous for setting the future of technology and more importantly, its unprecedent capability to make technology approchable, intuitive and reveal the artist which is in everyone.  So what is the point of what has just been released? Is the last 2 years battle around flat or skeuomorphism design a big mistake into which Apple has been trapped? 

Basel Art fair 2013

Hervé Collignon Blog

A great friend of mine who is so talented has compiled for our own benefit what she sees and likes during the fair. A no miss event for her so I thought I should share her "Rapport d'Etonnement" (report of surprises)


Am not a designer

Hervé Collignon Blog

Yesterday night I went to a diner with people I know and some I don't. As always in such circumstances, comes the standard question: What do you do for living?

When you are a plasterer, a doctor or a lawyer, you don't need to explain what you do and usually, the next question comes right after: Where do you practice your job? Who are you arguing for? or you end-up talking about your experience building a separation wall in your house and you are basically begging for some quick tip how to apply plaster properly. In a nutshell, as am sure you understand my point, a plasterer applies plaster, a lawyer argues, a doctor heals.

If you missed it!

Hervé Collignon Blog

For those who did not have the chance to go to Milan this year, or who simply could not make it… 

Tatoo or Transformer?

Hervé Collignon Blog


There are strategic questions that any eco-conscious businesses producing enormous amount of packaging should think about: How to concile visibility and fonctionality while preserving our small and fragile planet.

Nature is an infinite source of inspiration for many products which suround us, and imagination of humakind knows how to leverage its to entertain us.

Microsoft Case Study

Hervé Collignon Blog

This is a fantastic case study which I recommend to explore if you want to understand what Experience Design means. On my opinion it represents how a unique Point of Difference can be articulated consistently accross all touchpoints. Not only the design is pure and simple which is already somehow an achievement, but it communicates the essence of what Microsoft …


Hervé Collignon Blog, INNOVATE USING DESIGN THINKING, Non classé Leave a Comment

  Like a good doctor, our experienced team at HOOKS takes the time to properly diagnose the root cause of the problem – the real pain point – instead of masking the symptoms with quick fixes or, even worse, spending time and money on solutions that don’t move the bar. Over the years, we’ve worked with dozens of organizations – …


admin Blog, INNOVATE USING DESIGN THINKING, Non classé Leave a Comment

  All business leaders have them – underperforming products or services, ineffective processes, teams that don’t adapt to new realities, issues around collaboration or growth. Sound familiar? You’ve probably already tried all the usual methods for solving these headaches, but nothing seems to work. If these wicked problems have handcuffed your business growth and success, Design Thinking may be the …

Dubai Design Week 2016

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What a fabulous week! Seeing Dubai animated with so many events all over the city was (at least for me) a first. From IKEA exhibit, to Human Experience workshop, from French iconic design exhibit to design student project from all over the planet exposed in one spot, these were really exciting moments of connection, exchange, interaction and inspiration. Dubai is turning …