Why we are here.
Organizations face consequential problems that rarely belong to a single department or discipline. BYTOLE exists to help people understand those problems, make sound decisions and design responses that can work in practice.
Useful ideas begin with better thinking.
BYTOLE is an independent design and innovation firm helping organizations solve difficult problems, design what comes next and build the ability to keep moving.
Our roots reach back to 2003.
BYTOLE began with its founder creating digital experiences for sports, magazines, political candidates, boutique hotels, artists, cafés and other organizations finding new ways to connect with people online.
That early work grew from web design into user experience, product strategy, innovation, technology leadership and enterprise transformation. Along the way, we have had the honor of working across government, banking, telecommunications, nonprofits, retail, healthcare, food and hospitality, education, real estate and technology.
The industries changed. The essential work remained: understand people, make sense of complexity and create something useful from what we learn.
What we are working toward.
We want more organizations to approach change with human judgment, disciplined experimentation and respect for the people who will experience the result.
What guides the work.
Thoughtful investigation, direct conversation and useful making keep the work grounded.
Understand the situation.
Study people, behavior, context, evidence and the system surrounding the challenge.
Exercise judgment.
Adapt the process to the decision instead of forcing every problem through the same method.
Leave something useful.
Turn thinking into decisions, prototypes, tools and capabilities the organization can continue using.
Ricardo Toledo
Founder and principal
Ricardo has spent nearly two decades working across design, innovation, technology and digital transformation, helping organizations make better decisions and turn difficult problems into practical outcomes.
His career began in web design and expanded through user experience, product strategy, leadership and enterprise transformation. He works directly on BYTOLE engagements and brings in researchers, strategists, designers, facilitators, technologists and industry specialists when the work requires them.
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Judgment when the process gets difficult.
Ricardo is the author of Innovation Unrated: On Design Thinking, a practical account of workshops that go sideways, pitches that fail and the judgment required to find the real problem when the room becomes difficult.
View the book on AmazonA connected ecosystem.
Specialized firms allow the work to extend into digital craft, operations and enterprise technology when useful.
