It was 2010 and Tiago was an engineer working in the aerospace industry. The project was Galileo – a global navigation satellite system, aiming to compete with the American GPS system. Due to intrinsic characteristics of designing and building digital products for this industry (we imagine you can guess how complex this may be), Tiago found himself in a position where, after working on a project for 2 years, the interface was not suited for the user, at all.


There must be a better way. Yes, there is: it’s called PDP

Soon after, Tiago Franco resigned and founded ImaginaryCloud. His idea was to have a company where the user could see the visual product before it begins to be developed. And so, he did.

ImaginaryCloud is now a company that brings great products from imagination to life and where a very consistent design process – the Product Design Process (PDP) -, focused on the user experience, supports the engineering team in the development of the final product.

The user-centered design approach means that every project is built in co-creation with the stakeholders – clients and users – through workshops, two-way communication and quick feedback cycles. This enables ImaginaryCloud’s clients and teams to make decisions based on user and marketing research and supported by prioritisation technologies.

This means that, before the development process, the client will have a prototype in their hands and a very clear vision of what will be built.

And all of this is possible because of a diverse team, with specialised professionals – from cognitive psychology to arts and programming. Thanks to a lean methodology where, first, the team tries to understand what are the minimum features necessary to launch, then tests the market to get access to user feedback and tunes the concept for the more complex engineering in a later stage, when the market-fit is achieved.


But, how does this process work?

  1. Research

The first step is collecting the data from the client (by an extensive briefing), from the market (we benchmark the client’s competitors) and from the final user.

  1. Ideation

The second step will be designing the architecture of the app or website, based on the needs of the users. In this step, the team designs the user journey, the wireframes and the decision matrix.

  1. Execution

At this stage, a prototype is built so that both the team and the client can get the look and feel of the product.

  1. Technical assessment

A plan with the major milestones is built, with the estimated delivery time of the project.


After this process, the developer receives a list with features and the visual prototype they should base their work on. So, no, there’s no need for you to keep working with an agonising process (or no process at all!) that requires you to drag all the information out of the client. It’s simple and fun. It’s ImaginaryCloud.


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