Seeing is believing.

And our eyes are wide open.
At Panorama Innovation, we shine a light and dig deep. We exist to understand your customers. By observing people and how they experience the world, we find solutions that others miss.

We are collaborators and problem-solvers.

Using design to inform decision-making, we translate behavioral and experiential insights into action and help our clients move quickly to what’s next.
Our depth of experience and broad thinking allow us to rapidly get up to speed, make connections, and see well below the surface. Creativity, empathy, and flexibility are at the core of everything we do.

How can we help you?

Understand users & customers

We help you identify and more deeply know your target customer and their needs in order to create human-centered products, services, and systems.

Create something new

Using in-depth ethnographic research and experience design methods, we help you create game-changing offerings that resonate with your customers.

Invigorate products & offerings

Examining your existing insights, we help you refine current offerings and better position them for growth.

Build Innovation capabilities

We help you better leverage your creative capacity by growing your team’s expertise and extending their reach.


Our clients identify a challenge they face, and we help them develop solutions to address their needs. In this model, we do the bulk of the work with the client’s guidance, perspective and collaboration.

We facilitate innovation/design thinking boot camps to train team members in hands-on applications of new methods. These can focus on a generic problem space or a client specific challenge.

This approach blends skill-building with a pilot project to train teams in design-thinking while collaborating closely on a relevant project. This approach aids in developing traction and expertise quickly.

We take you from insights to innovation to action.

We know the right tools to meet each challenge. Using design thinking methods to identify opportunities for growth, we act as an extension of your team and ensure that new knowledge is woven into each project and beyond.
Integrating your business goals, brand and offerings, industry context, and customer experience, together we envision and create new products and new futures.

We offer coaching at both the individual and group level.

Throughout our careers, we all reach turning points and strive to envision “what’s next”. The Designing Your Life coaching approach takes design methods and creative problem-solving techniques to dream about and pursue possibilities. Kelly Costello is a certified coach for Designing Your Life.

Our Team

Partner, CEO
Kelly Costello
Partner, COO
Dana Fell
Strategy Director
Roger Mader
Lead researcher
Stacy Benjamin
Strategy design
Wendy Manning
Growth & Innovation Strategist
Tony Bynum
Lead researcher
Gretchen Gscheidle
Research and UX Lead
Jennifer Berzansky
Communication Designer
Gretchen Kelly
Product Designer / Creative Technologist
Joe Burke

Our clients

CPG & Retail



Insurance & Financial Services


Not For Profits


Contact us

Kelly Costello
Chicago, IL – USA

Dana Fell
Amsterdam | The Netherlands

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