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Product Development

Innovation Coaching

Consumer Ethnography

Let's make things better :)


What We Do

Product Development

Design Craft. Design Thinking.

We bring teams from concept to prototype in the time most of your competitors take to complete a deck. We’ve been practitioners – and teachers – of design thinking for the past ten years. We’ve also spent years sweating pixel-level detail for products and experiences that millions of people use each day.

Innovation Coaching

Experiential Learning. Developing Capabilities.

Meaningful learning experiences don’t just happen – they are designed. We’ve created learning experiences within academia as well as within industry. As a result, we're able to combine the most leading-edge pedagogical methods with the pragmatism required by a fast-paced organization.

Consumer Ethnography

Real lives. Rigorous Empathy.

We meet people where they live, work, play, and shop. We meet them with open and inquisitive minds – and more than a bit of training in the human sciences – in order to flesh out nuanced understandings of complex attitudes and behaviors. We ask the right questions, draw meaningful insights from the answers, and help you chart a course forward.

About Us

We Believe

People make sense. We respect their stories.
Strategy is best communicated through prototypes.
There’s a time for rough and a time for polish.
Innovation rarely happens within our comfort zone.
The work should be fun, even when it’s tough.

Our Team

Tom Maiorana - Headshot

Tom Maiorana

Founder / Designer

Tom has been designing products and experiences for over 15 years. His work ranges from early-stage concepts to products that are used by millions of people every day.

Prior to Red Cover Studios, Tom was a design strategist within Intuit’s Design Innovation Group. In that role he used consumer insights and rapid prototyping to bring business and technology strategies to life.

He has won several awards including a IDEA (International Design Excellence Award) and his work has been featured in print and online.

He is the Co-founder of Hummus Apparel and a Lecturer at the Hasso Plattner Institute of Design at Stanford University. (the

Tom has an MFA in Design from Stanford University.

Vida Mia Garcia - Headshot

Vida Mia García, Ph.D.

Ethnographer / Moderator

As an ethnographer and qualitative research associate, Vida Mia has worked with client teams across the retail, beverage, CPG, and social media industries throughout the U.S. and internationally. She’s led projects ranging from consumer profiling to identifying and innovating against category white space.

Before joining the world of consumer insights, Vida Mia received her doctorate from Stanford University's Program in Modern Thought and Literature, an interdisciplinary department where she combined the fields of literary criticism and anthropology. Her research on cultural tourism focused on Latino consumers, and examined the stories we tell about the places we go and the things we do and buy while there.

She is a RIVA-trained moderator and a guest speaker at the Honors Colloquium for Stanford’s Anthropology Department.

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