Creating meaningful journeys.
Irrespective of whether you're developing products, services, stories, TV-formats, games, experiences, campaigns or organizational structures, you're faced with the same challenge: to create journeys that accurately reflect the decisions taken by your users, customers, characters, contestants, players, voters or employees. Paul Tyler works with teams, just like yours, in an extremely insightful way to map these pathways quickly, collaboratively and consistently.
Paul applies a very direct, highly effective and intensive interview technique that reveals and maps the genuine needs, wants, motives, incentives, goals, assumptions, dependencies, touch-points, rewards and conflicts that can make or break a project. And he does it so that you can see and work with it all in one single space.
From mapping customer life cycles and organizational structures to business modelling and plotting character journeys, he'll ensure your team is aligned, reducing the time it takes to make the decisions that move you forward. Why? Because when you innovate, you can’t afford to waste time, energy or know-how.
How and when a session works.
With your team (max 12) around a table at your place of work, for 1, 2, 3 hours or an entire day, Paul asks the questions to reveal and map the elements that make up your project. It can be applied at different points within your project timeline e.g. (i) to extract and clarify the essentials at a client brief, (ii) to unlock know-how across a newly assembled team, (iii) to gain insight directly from actual customers, (iv) to understand and prototype the viability of a concept by mapping against research findings and (v) just prior to pitching to ensure consistency across all aspects of the concept.
It blends journalistic interviewing with the approach taken by architects, military tacticians and therapists to visualize and concretise ideas to create an overview that eliminates misunderstandings, enables collaboration and unlocks decision making. All output is photographed / videoed.
Paul Tyler has helped over 70 international companies, spanning 20 countires, including Adobe (EMEA), the Municipality of Copenhagen (DK), Hello Group (DK), Sundhed.dk (DK), Institute of Practitioners in Advertising (UK), Warner Bros. (DK), Media Business School (ES), European Audiovisual Entrepreneurs (LU), the Danish & Swedish Film Institutes (DK) & (SE), Eyeworks TV (DK), The Royal Academy of Arts (UK), Lund University (SE) and three out of the four top ranked television stations in China – Hunan, Zhejiang & Anhui TV. [ Full List of 70 clients since 2012 ]
2006, Paul moved from London to Copenhagen. Building on twelve years of television & digital production experience at the BBC, he started helping international companies develop concepts. It soon became clear that project teams working in corporate, public and cultural sectors were wasting huge amounts of time, energy and money in how they developed. He set out to change that and developed the Handling Ideas technique.