Introduction
Research and practice are often seen as “separate worlds.”
Research is the pursuit of theory within universities and labs, while practice is the pursuit of results in business. The former tends to be long-term and abstract, while the latter is immediate and concrete. For many, this distinction feels natural.
But at Alt Design, we do not separate them. We see research and practice as guided by the same methods, evolving together through continuous exchange.
In research, we pose questions, form hypotheses, test them, and analyze the results to shape the next step.
In practice, we plan, test small-scale actions, measure reactions, and refine before moving on.
Though the labels differ, the process is strikingly similar.
And at the heart of both lies the same question:
“How do we design the moment when someone takes their first step?”
This blog introduces that approach through concrete examples.
Example 1: Designing Tenant Acquisition Paths via the Web
In a facility project we are currently working on, we began designing touchpoints with prospective tenants before the building was even complete.
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Hypothesis: “If we show the future usage image and process flow, inquiries and tour reservations will increase.”
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Trial: Created several pre-launch LPs, varying CTA wording and form design to test responses.
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Measurement: Tracked CVR and bounce rates with GA4, analyzing trends by search and SNS traffic.
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Improvement: Consolidated high-performing copy and flows, and introduced automated follow-up after inquiries.
This is essentially “experiment and verification” from research, directly applied in practice. Each step is validated with data and linked to the next action.
Example 2: Workshops for Children in Low-Income Communities
In dense urban poor communities, we run art and design workshops for children. Schedules and activities are posted at the entrance, with local adults explaining them. The core is “co-creation,” making booklets, maps, and other outputs together with the children.
Taking home the finished works naturally leads to repeat participation and reunions.
Here, the focus is not the quality of the product, but the process of participation as a way to create new connections. In research, this equates to “measuring repeat or participation rates,” while in practice it is “building a system that fosters ongoing involvement.” The activities and the social experiment are one continuum.
Example 3: The Web and Marketing Field
The same applies in the web world. Changing the color of a contact button or rephrasing a tagline from a noun-ending to a verb-beginning can shift results by several percentage points. Small as they seem, these changes can significantly impact the whole business. Structurally, this is the same as altering conditions and comparing results in research.
Example 4: Exhibitions
An exhibition is a testing ground where, in a matter of seconds, people decide whether to stop or walk past — an experiment in designing touchpoints.
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Hypothesis: “If interactive content is placed at the front, dwell time and conversation rates will increase.”
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Trial: Introduced demo experiences and visitor-participation tools like surveys or stamp cards.
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Measurement: Recorded stop rates, number of business cards collected, and average conversation time.
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Improvement: For the next event, strengthened the most effective flows and interactive elements to better connect dwell time to business talks.
Like research, exhibitions share the structure of “changing conditions and testing outcomes.” Metrics such as stop rate and conversation length guide the design of the next step.
Shared Method
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Form a hypothesis
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Test small
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Check data and reactions
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Decide the next step
In research, this is called “experiment”; in practice, “improvement.” Running these small loops continuously is what builds results and value.
Conclusion
Research and practice are not separate worlds.
Whether in web, facilities, communities, or exhibitions, the shared question is always:
“How do we design the moment when people meet and take their first step?”
By combining future-oriented design with the accumulation of small co-creations and trials,
we believe it is possible to create connections that reach further.
This is the Alt Design approach, and the direction we want to deepen further.
In the next article, we will dive deeper into specific project cases.