The Exception Method ™

The Exception Method ™ breaks away from the traditional focal point of designing for the many or the average, and instead we look to those excluded to solve for their need and transform the learnings into universal benefits.

Facilitated by Studio Exception’s Method Leads we work together with internal product teams specifically selected across design, research and engineering.

Step 0,
Discover your Exception

Our foundational workshop designed to unlock the unique edge at the heart of your organisation. Through guided exploration, we unpack your products and services to uncover who they might exclude. It's an honest look at the assumptions baked into what you offer, and a chance to reimagine them with intention. This session helps identify your Exception - the individuals or communities who sit at the edges but hold the key to fresh thinking and future relevance. Whether you're launching something new or recalibrating your direction, this is where meaningful, differentiated impact begins.

Step 1,
Diverse Perspectives

We immerse ourselves in the world of your Exception through in-depth interviews, video diaries, and conversations with those closest to them. This ethnographic research uncovers emotional drivers, barriers, and unseen challenges — providing the insight needed to fuel meaningful, inclusive design in the next phase.

Step 2,
Design for One

The team meets the Exception — in person or remotely — and begins designing directly for them. Through fast-paced ideation, we develop creative provocations to explore key hypotheses. This marks the start of the ideation phase, shifting focus from typical users to designing boldly and intentionally for the Exception.

Step 3,
Universal opportunities

We identify which Exception-led ideas have the potential to scale, transforming individual insights into inclusive solutions with broader market relevance. By reframing challenges into universal problem statements, we explore how these innovations can meet widespread needs, unlock new audiences, and drive meaningful business impact without losing their inclusive foundation.

Step 4,
Create for all

We refine up to 15 inclusive concepts and validate them with a diverse group of users, including those with similar challenges to our Exception. Through lo-fi prototypes, we assess usability, relevance, and inclusive impact. Real-world feedback drives our final recommendations (up to 5), ensuring each idea is both customer-backed and commercially viable.

Step 5,
Make an impact

We craft a compelling story that captures the journey, insights, and inclusive ideas developed through the project. In a final presentation, we bring key stakeholders together to share outcomes, inspire action, and secure commitment to continue the work. A written report consolidates learnings and recommendations to guide future development and sustained impact.

  • "I think this could set a roadmap for how we do product development all across, I can see opportunities all over the place now."

    Natalie Patrice Tucker
    Senior Accessibility Lead
    Spotify

  • "It’s been the most rewarding project I've ever been involved with, The Exception Method should be a criteria for any business.“

    Lisa Payne
    Director of Global Product / Design UX Research
    Condé Nast

  • "We're truly inspired by The Exception Method - their approach makes the car better for not only exceptions, but makes it better for everyone."

    Joanne Pearson
    Global Customer Insights Director
    Jaguar Land Rover

  • "The work delivered is incredibly worthwhile changing the world for the better; they are a hardworking and trustworthy partner."

    Sarah Bromley
    Change & Communications Manager
    Jaguar Land Rover

  • I was expecting small ideas but actually it's really big. I love the method and I love that we did things differently and designed for one individual.

    James Stevens
    Chief of Staff
    Sky

Start your journey with us

Discover your Exception

Unlock your creative potential and challenge the ordinary in our Discover the Exception Workshop. This interactive session helps you break free from conventional thinking, explore unique perspectives, and find the ‘Exception’ in every challenge. Leave inspired, equipped with new tools, and ready to approach problems in bold, unexpected ways.

Inclusive Research

We ensure that the voices and experiences of diverse communities meaningfully shape the design of products, services, and systems. By centring lived experience -especially from marginalised groups, it challenges assumptions, uncovers bias, and drives more equitable, effective change. It’s not just better data; it’s a better way forward.

Inclusive Innovation

By designing with, not just for, we access the full diversity of people and experiences. By embedding equity and lived experience into every stage of innovation, it challenges defaults, surfaces untapped potential, and leads to solutions that work better for everyone. It’s not about one-size-fits-all — it’s about creating with intention and care.