Russ & Daughters 34th St.

Russ & Daughters 34th St.

by | Feb 16, 2026

Stop by the Hudson Yards location of this classic New York deli, grab yourself a freshly-baked bagel with lox and cream cheese, and enjoy the old school vibes. The bright and comfortable space is not only a great spot to take a break, but also provides a view of the...
Daily Provisions

Daily Provisions

by | Feb 9, 2026

Daily Provisions is a well-liked all-day café with several locations across New York City. This location, just steps from Hudson Yards, serves coffee, fresh baked goods (known for its crullers), breakfast sandwiches, salads, and casual plates. It’s an unfussy choice...
Bar Torino

Bar Torino

by | Feb 9, 2026

Bar Torino is a stylish bar and café tucked inside 50 Hudson Yards, where you can get an expertly pulled espresso, grab-and-go light bites or treats, paninis, and even crafted cocktails in the evening. Just a short walk from the Javits Center, its casual and cozy vibe...
Friedman’s Hell’s Kitchen

Friedman’s Hell’s Kitchen

by | Feb 9, 2026

Friedman’s Hell’s Kitchen is a cozy American comfort-food restaurant celebrated for its gluten-friendly menu, sandwiches, burgers, and brunch fare that appeal to a wide range of tastes. Its casual vibe makes it a great pick for a solo outing or an easy group meal...
Capizzi Pizza

Capizzi Pizza

by | Feb 9, 2026

Capizzi is an Italian pizza restaurant and wine bar in Hell’s Kitchen known for wood-fired pies and classic antipasti, channeling a cozy vibe in the heart of Manhattan. With a casual but inviting atmosphere and a menu that bridges familiar favorites (like prosciutto...
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Our Framework

Understand.

During this phase, we work to step away from any assumptions and guesses about what our customers needs, and let our research findings inform our decision-making. We learn more about our customers, their problems, wants, and needs, and the environment or context in which they will use the solution we offer.

Our Framework

Define.

During the Define phase, we analyze our research findings from the Understand phase and determine what is the most important problem to solve — and why. This step defines the goal. Then we can give a clear problem statement, describing what our customers’ needs are that we are trying to solve, making sure that we heard and defined their problem correctly.

Our Framework

Solve.

This phase is an important part of the discipline in our process. People often settle for the first solution, but the most obvious solution is often not the right one. During the Solve phase, we brainstorm collaboratively with multiple stakeholders to generate many unique solutions. We then analyze our potential solutions and make choices about which are the best to pursue based on learnings in the Understand phase.

Our Framework

Build & Test.

This phase is critical in developing the right solution to our customers’ problem. An organized approach to testing can help avoid rework and create exceptional outcomes. Starting small and testing the solution, we iterate quickly, before deploying solutions across the entire project.

Our Framework

Act.

During this phase, the hard work of prior phases comes to life in our customers’ best solution. The research, collaboration, and testing performed prior to project kick-off ensure optimal results.

Our Framework

Feedback.

At the project completion, we convene all stakeholders to discuss what went well, what could have been better, and how we might improve going forward. We call these meetings “Retrospectives,” and we perform them internally as a project team, and with our external customers. The Retrospective is one of the most powerful, meaningful tools in our framework.

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