We help leaders get their best ideas to market, faster

Today, if you’re in business, you’re in the innovation business. As an innovation leader, you need to get your best opportunities to market faster than your competition. Which projects should you invest in? How do you manage your innovation risks? How do you build the confidence of your stakeholders and get the right ideas in market quickly?

That’s where Normative comes in. We’re a software innovation firm focused on helping leaders get their best opportunities to market, faster.

When it comes to innovation decisions, a prototype is worth a thousand pictures. That’s why we begin designing in code almost immediately to help you surface and assess the real-world risks that could mire your project in uncertainty down the road.


We work with large companies and startups to tackle their most difficult early product challenges:

Eradicating Patient Neglect with AI.

Medical errors are a major cause of death in U.S. hospitals to the tune of 250,000 deaths a year. Normative partnered with a company called Inspiren to help them launch a smart device to combat one contributing factor: patient neglect. Their invention, iN is a wall-mounted monitoring device that uses computer vision, an infrared receiver and Bluetooth beacons to track everything that happens in a hospital room, from vital monitoring data to the duration of a nurse’s visit. With purpose, privacy, and elegance in mind, iN’s design is one of a friendly and intelligent assistant that is ever watchful, never tiring, and always mindful. Placed on the wall behind the patient’s bed, iN communicates with medical staff via four intuitive colors through an interactive LED display. The system is backed by a robust data analytics engine that analyzes data from other devices in the room, from the call button to advanced life-sustaining equipment. iN also assesses each caregiver’s patient workload to optimize staffing, and integrates with Electronic Health Records. By automating the data capture process within hospital rooms, the system lifts the burden of data collection and charting from clinicians, allowing them to spend more time with patients at the bedside to improve outcomes. iN is more than just a product. Developed by a collaborative team of clinicians, technologists and designers, it’s the world’s first end-to-end cognitive care system. The iN Solution received an honorable mention in Fast Company’s 2018 Innovation by Design Awards.

Learn more about how we helped Inspiren

Inspire New Approaches
to Innovation.

In 2016 the Toronto Star launched a mobile-first website that improved user experience and engagement. Normative worked with a diverse group of Toronto Star stakeholders to inform and accelerate the creative process to arrive at the fresh design. Our team created and validated a functional prototype and provided insights to inform future updates to the user experience.

Establishing a Tempo for Problem Solving.

Tempo involves velocity and cohesive behaviour. It lets teams do amazing things by working together in constructive and creative ways. Tempo epitomized our partnership with Clearpath Robotics, which was looking for a new interface for its ground-breaking autonomous robots. It was a complex problem that involved the marriage of sophisticated engineering and inspired design. Working against a tight deadline, Clearpath and Normative designed, built and tested user-friendly software for robots being deployed at an advanced industrial manufacturing facility.

We design your future.

Being an innovation leader means having to make difficult decisions every day with imperfect information. You imagine new possibilities, but they are obscured by the complexity of a world that never stops moving.