Because having ideas is easy, but knowing which ones are viable, worth pursuing, and defensible in the market is where teams get stuck.
BRITOL is an AI-powered workspace that helps strategic teams turn idea fog into actionable clarity.
My Role: Co-Founder / Service Designer
Timeline: Summer 2025 - Present
Date: June 2025
Core Responsibilities: Stakeholder Alignment, Market Identification, User & Competitor Research, Business Strategy, Service Design, AI Consulting
Challenge and Strategic Opportunity
The Problem: Teams rely on AI for speed (summaries, formatting), but not for early-stage concept development or strategic thinking.
Stakeholder Pain Points:
Cognitive overload in ideation and synthesis
Lack of trust/confidence in market exploration
Desire for support with “messy” strategic questions (e.g., actual market size, decision clarity)
How Might We? Statements
How might we elevate AI from a simple tool to a true thinking partner?
How might we reduce cognitive bottlenecks so teams can focus on meaning, not mechanics?
How might we make strategic clarity effortless and actionable for creators?
How might we expose hidden market opportunities without overwhelming the user?
Research & Insight Development
Methods
Mixed methods: 7 stakeholder meetings, 8 hr interviews, recall testing, workshops.
Instrumental-Practical-Emancipatory (It-We-I) triangulation.
Tools: Otter.ai (transcription), NotebookLM (synthesis), manual co-creation.
Stakeholder Engagement:
Engaged with both enterprise and consulting orgs for broad perspective.
Insights
“AI supports execution, but not exploration” —direct quote
Highest pain: Synthesis + facilitation, not idea generation
Key desire: Market/impact analysis from within ambiguous ideation spaces
Validation & Stakeholder Alignment
Validation Methodology:
Continuous direct feedback: (quotes, screenshots of input)
Memory recall tests: (what “sticks” after 48 hrs)
Feature prioritization exercises
Stakeholder Reflections:
“This guidance lowers anxiety and makes ideation feel actionable.”
Input led to clarity-focused navigation, phased journey flows
Impact & Results
Functional Impact:
Time-to-Clarity metric improved
High alignment and decision confidence reported
Pilots planned with venture labs
Emotional Impact:
Users feel pride & clarity, not just speed
Reduces friction by making market exploration a collaborative, trusted exercise
Proof of Value:
Stakeholder praise for process transparency and collaborative evolution
“Why doesn’t every team have this?” sentiment post-test
Key Success Metrics: Decision speed, willingness-to-pay, team adoption, clarity
Check out BRITOL here
Renee Morales, Maëla Kamdem, Patrick McGowan
Service Designer, Co-Founder, UX Researcher
