About the Hopscotch Labs Team 2018-06-12T12:33:25+00:00

About Us

Hopscotch Labs was founded in 2014 to help clients develop innovations that connect with their audiences.

Based in San Diego, California, Hopscotch runs lean, hiring from a global network of senior consultants to meet your needs head on. Hopscotch Labs is led by Kristine Angell. Kristine has ten years of experience leading innovation projects for multi-national companies and 15 years of design experience. She holds two masters, an MBA and a Masters in Design Methods.

Why name the business Hopscotch Labs?

Hopscotch, the game, reflects how we approach our problem space: each client is different, and their problem and skill set unique. In hopscotch you draw the game structure each time, but use the same tools. How many times you hop and twirl, and how far you go is dependent on that structure—and how well you aim your rock. Innovation projects are the same. We design our project structure and set the goals specifically for you.

We are an innovation consultancy, though problem solvers is a better description.

We uncover hidden opportunities through conversations with your customers. It’s a simple and powerful idea that shapes consequential solutions for companies. Our work helps you expand your reach; connect more meaningfully with your customers; and build significant improvements on core business and product offerings. The Hopscotch team reframes the problem with new perspective, providing you the tools and product strategies to think differently and take concerted action. We’ll help you innovate.

We’re human-centered, not robot-centered

Inspired engagements start with a cross-disciplinary approach. AI/VR/AR…acronyms don’t create empathy, they hide fun technology from everyday people. When you look at these technologies from a human perspective, from your neighbor’s perspective, you get something wholly new. This is why we focus on your end user—how they’re going to use your products is completely different from how you designed it. We’ll help you better understand your end users’ perspective and translate that into brand purpose, and product roadmaps for features and new releases.

We start from 3 specific innovation beliefs:

1. We believe in community
The beliefs and actions of an individual and their community can define a company’s future. Improving the profession and through it, the cities they love, create better experiences and lasting effects.
2. We believe in cross-discipline collaboration
It just works better when you start with a discussion and place of inquiry.
3. We believe reality is defined by the user
Design for real people in real places for their purpose, not yours. Hopscotch Labs can help you identify and develop solutions that will shape how people experience your brand.

Our work is fast, but not that fast.

Hopscotch deploys a team of problem solvers: consultants and strategic partners to dig deep and design solutions. Our projects are fast and seamless following lean processes. We can get you answers in 3 hours or really dig in and get you a product roadmap in a crystal clear blue ocean in 6 weeks.
We’ve worked with great clients to solve their challenges.
View our case studies here →  

Kris Angell

I started Hopscotch Labs to help clients leverage human experiences to build better products and services.
Based in San Diego, Calif., Hopscotch Labs utilizes Human-Centered Design Research to foster new conversations about product strategy, website usability (UX) and customer service. I love that Hopscotch helps companies uncover hidden opportunities. We help them connect more meaningfully with their customers, and build significant improvements to their core business and product offerings. I feel like it’s become my daily ritual to metaphorically look under rocks for great insights.
As the firm principal and lead research + strategist, I am proud of the work we’ve accomplished together. Our most recent accomplishments (that we can talk about) include:
  • SanDiego.gov, completing all community engagement research, web strategy and usability testing for the City of San Diego website redesign. Winner of Govtech’s Best of the Web Award.
  • GeoNode, completed global community engagement research to redefine product strategy for the World Bank’s GFDRR.

The Team:

Local + Global Consultants

We come to you, and find your audience where they live. Hopscotch Labs is global. Our team is made up of individuals across the US and around the globe, including Shanghai and New Delhi. Our San Diego team includes great moderators, user experience designers and quantitative researchers.


We’re suckers for collaboration with smart, witty and inquisitive folk. If you are an independent and experienced design researcher, get in touch or schedule 30 minutes with Kris.

Great Partners

Our industrial design partner
Our design partner
Partners come in many shapes. We’re always on the hunt for great collaborators.
Let’s do coffee! →

Ready to Jump Start Design Innovation?
Book your Free Consultation here. Gain understanding quickly and move forward with conviction.

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