The methodology is called Audience Centred Experience Design (ACED) is based on Design Thinking and strives to reach the real people behind the hard data, replacing abstract data points with a tangible connection to real human beings:

• Focus on achievable goals
• Encourages risk taking – “Fail fast, fail cheap”
• Encourages non-linear thinking
• It’s a relational process
• Challenges assumptions
• Doesn’t replace but integrates other competences