We bridge the divide
between people
AND TechNOLOGY

Normative is a full service innovation firm with a focus on helping leaders design what’s next. We blend strategy, design, and technology to solve problems with a human-centered lens.

Clients & Partners

Trusted by
Industry Leaders

Since 2008, we’ve collaborated with large organizations and startups to transform napkin-sketched ideas into actionable customer focused strategies, minimum viable products and beyond. We’ve never met a problem we can’t solve, we know how to bring specialized expertise to bear down on hard problems.
Exploring the future of smart cities to shape more connected and sustainable urban experiences.
Uncovering customer needs to design service experiences that drive engagement and loyalty.
Collaborating with patient advocacy groups and HCPs to create more patient-centric strategies and experiences.
Defining the future customer experience for consumer products through innovation and design.
Understanding customer needs to design seamless, high-impact service experiences.
Uncovering customer needs to design service experiences that drive engagement and loyalty.
Shaping the future of streaming through innovative experience design.
Driving patient- and HCP-centric innovation in products and services.
Establishing a digital innovation lab to accelerate transformation and new luxury experiences.
Supporting transformation processes to enable agility and long-term success.
Designing better partner experiences to foster stronger collaboration and value creation.
Exploring the future of smart cities to shape more connected and sustainable urban experiences.
Uncovering customer needs to design service experiences that drive engagement and loyalty.
Collaborating with patient advocacy groups and HCPs to create more patient-centric strategies and experiences.
Defining the future customer experience for consumer products through innovation and design.
Understanding customer needs to design seamless, high-impact service experiences.
What We Do

STRATEGY

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Stay ahead with future-focused strategies, backed by real user needs
Build an Innovation Practice
Manage Change
Investigate a Hypothesis
Forecast your Future
Develop a Business Case
Advance with AI
Plan a Go-to-Market

DESIGN

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Create products and brands that resonate with your audience
Value Proposition Design
UX/UI Design
Shape Service Offerings
Validate a Concept
Create Lean Branding

TECHNOLOGY

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Seize market opportunities by transforming ideas into reality
Create a Product Roadmap
Validate a Prototype
Build an MVP
Launch a Digital Product
Implementation & Configuration
Deploy an Agile Team
Who We Help

We Know
Your Industry

Our approach has been refined across more than 200 client engagements, including work in highly regulated industries. We've been there and understand the needs, challenges, and opportunities driving you forward.
Female scientist examining a specimen under a microscope in a modern laboratory setting.
Health Care & Life Sciences
Two colleagues discussing a document at a sunlit office table, with a laptop in the foreground.
Insurance & Finance Services
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Digital Government
Young professional working on a laptop in a cozy, plant-filled workspace.
Start-Ups & Ventures
Volunteers sorting clothes in a community center, with donation bins in the foreground.
Not-for-Profit
Female scientist examining a specimen under a microscope in a modern laboratory setting.
Health Care & Life Sciences
Two colleagues discussing a document at a sunlit office table, with a laptop in the foreground.
Insurance & Finance Services
Smiling woman wearing a hijab hands a document to a polling official at a voting station, with privacy booths visible in the background.
Digital Government
Young professional working on a laptop in a cozy, plant-filled workspace.
Start-Ups & Ventures
Volunteers sorting clothes in a community center, with donation bins in the foreground.
Not-for-Profit
Nighttime satellite view of the United States showing illuminated urban areas and major city clusters.
Telecom & Media
Female scientist examining a specimen under a microscope in a modern laboratory setting.
Health Care & Life Sciences
Two colleagues discussing a document at a sunlit office table, with a laptop in the foreground.
Insurance & Finance Services
Smiling woman wearing a hijab hands a document to a polling official at a voting station, with privacy booths visible in the background.
Digital Government
Young professional working on a laptop in a cozy, plant-filled workspace.
Start-Ups & Ventures
Volunteers sorting clothes in a community center, with donation bins in the foreground.
Not-for-Profit
Our Work

Developing an innovation lab FOR A global leader in luxury hospitality

We designed, developed and delivered a complete, 6-step incubation process and governance model to help the client spark internal innovation and build roadmaps for future digital products.

Hospitality & Tourism
Innovation Lab
Business Transformation
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DESIGNING AND PILOTING A DIGITAL SOLUTION FOR Patients LIVING WITH RARE DISEASE

We led the discovery, design, and pilot of a market-ready patient-facing solution, built for multi-country scalability. The product demonstrated desirability among patients and physicians, which de-risked investment and secured board approval for live pilots in two health centers.

Healthcare Innovation
Pilot Validation
End-to-end Partnership
Patient Co-Design
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ADVANCING EFFECTIVE ACCESS TO CARE FOR SUBSTANCE USE DISORDER

We led the investigation and validation of an SUD care solution, uncovering adoption barriers and user needs. Our work enabled a leading insurance provider to develop a tailored strategy for connecting at-risk members with appropriate care.

Mental Health Innovation
Responsive Strategy
Compassionate Design
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