Ideation Studio

The solution is plural

Most often, a single problem doesn’t have one solution, but many. People’ s needs are diverse, and require solutions that can complement one another.

Plural’s ideation studio aims at facilitating the emergence of new solutions, and new choices in life. It offers expertise in:

Experience design, prototyping, and MVP

Qualitative market research

Product strategy, positioning, and management

Agile, scrum, and lean methodologies

Digital and mobile technologies

So that people can make the right choices for themselves.


Ellie MiddleTon, Qualitative Moderator and Researcher, London

Christophe Bruchansky, Digital Activist, Toronto

New Habit

In-house project – Toronto, 2016

New Habit is an iOS and Android app that helps people stick to their new resolutions; either through daily motivational boosts, or coaching programs that friends can prepare for one another.

The problem

Most people have great resolutions to improve their life, enjoy the present moment, be more healthy, or make the world a better place. But they struggle to stick to them. When they fail, it is most often to get back to a prevalent lifestyle that doesn’t offer much variety.

Root cause that this project is addressing

People can’t stick to their personal goals because of their intensive workdays, and the resulting isolation (“métro, boulot, dodo”). It is harder to find motivation when we are isolated during long daily commutes. 

(“wholly alienating constraint” according to the digressive approach)

How is this project aiming to tackle the issue?

By providing an easy way for friends to coach one another, and a satisfying self-help experience that can compete with games popular among those trying to escape their daily routine.

How is this project avoiding to impose any personal view?

Friends are encouraged to design their own coaching programs. This way, the app doesn’t impose any view on how a friend should be coached.

Self-help programs rely on online content that inevitably convey social norms. Philosophical quotations, insightful questions, and content curation are intended to reduce this normative effect. New Habit’s aim is to open up the horizon so that people can reflect on their own motivations, and not feel self obsessed (state of mind induced by many “health” apps).

Get the new habit, starting today!

Apply the digressive approach to your project

Champions of the Shengha

Consultancy for Shift Design – London, 2016

Champions of the Shengha is the world’s first Emotionally Responsive Game. Played with a wearable sensor it puts the player’s control of their emotions at the core of gameplay. This mindfulness training game is proven to help people regulate their emotions, reducing stress & anxiety.

The problem

Stress and anxiety are states of mind that are very common nowadays. When prolonged, these states can alienate an individual, preventing him or her to own their life and pursue their own dreams.

Root cause that this project is addressing

Shift Design (and its BfB Labs spin-off) have decided to combat stress and anxiety at an early age. Many people don’t know how to manage their emotions. Mindfulness is targeted at a very specific audience, and not necessary the one that needs it the most.

(“partial alienating constraint”according to the digressive approach)

How is this project aiming to tackle the issue?

By providing a game that is both fun and effective at teaching children how to manage their stress and anxiety levels.

How is this project avoiding to impose any personal view?

Members of the Shift Design team are careful to not stigmatise any feeling, or any individual. Stress and anxiety are feelings that have their own utility. The game’s promise is to teach an emotional regulation technique, not to try imposing any emotion, or dictating which one would be right or wrong.

Plural’s contribution

Helped refine Shengha’s product proposition for schools and families, thanks to some market analysis, customer interviews, and collaborative work with education experts.

Get the game!

Apply the digressive approach to your project