Droga5’s UX Director, Daniel Perlin, shares the methodology behind design based on audience and place

According to the theory of The Adjacent Possible, our best ideas are recycled or combined from the creative thinking before us. Our greatest “ah ha!” moment is actually borrowed from processes that already exist and it's important to maximize the resources already available. Everyday design thinking, like most other disciplines, is influenced by this building process, which is the theme of the 2015 CreateTech Conference, the annual gathering of creative technologists, developers, executives, and innovators hosted by the American Association of Advertising Agencies (4A's).

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