Figments is a design & research laboratory, where transactional experiences are studied, analyzed, designed and calibrated. The body of work spreads across business segments, in three verticals. DESIGN, is the raison d’être at Figments. Design translates as intent. Intent, which is derived from the essence of the planned experience. The essence is that primeval instinct that humans can naturally connect with. RESEARCH, is at the core of each initiative undertaken in the lab. Research is the blade that slices the all encompassing construct along the contours of experience. As the slice is studied under the lens of intended experience.