Innovative solutions, that make positive contribution in the lives of people.

Design Strategy, a powerful design and psychology tool to create meaning

Defining meaning and direction for the product and translating this meaning into design, interaction and functionality is done by preparing a solid design strategy.
This solid design strategy is based on many tools and results in a 60 to 80 page visual document that helps us to define strategic direction to the styling, interaction and functionality of the new product. Both for direct end users and also for secondary users, like people that assemble, install, service or dismantle the product. A number of the tools that we use are:
  • company vision analyses
  • company strategic value's analyses
  • brand promise & communication analyses
  • product related consumer trends analyses
  • sustainability check
  • competition analyses
  • use configurations & interaction analyses
  • product placement analyses
  • user research
  • user environment analyses
  • ad hoc persona’s analyses
  • core meaning analyses
  • styling direction tool

User Research

Observing, studying and interviewing users is crucial to understand the good and bad qualities of competitive or own products, in order to understand the mental model of users and from there achieve improvements.

User research is not about market data, but about observations and experiences of a small user group, in order to get their idea’s, irritations and reactions, as the basis for the new product. During the project we keep testing with mockups and prototypes on users and in our team, so that we get the best interaction and ergonomics solutions.

Core Meanings

We use a set of 15 culture independent core meanings. These meanings appear to be universal among people’s values. While the relative importance of these meaningful experiences might vary and their interpretation could differ slightly, all cultures seem to recognize their significance. This means that there is a certain consistency among human needs that transcends the distinctions of culture and language.

In team discussions we select one or two core meanings that best fit the product. We use these generally accepted meanings to describe the relationship between the user and the product: which meaning will the product fulfill in the user’s life. After selecting the core meanings, we translate them into shapes, materials, colors and textures.


Research and specifications

Part of the Design Strategy could be research into patents, teardown of competitive products, analyses of working principles, materials and other subjects that are fundamental for the design project.

A preliminary list of wishes and requirements for the product are included and documented, so that a total package of specifications comes into being.

In a meeting we present the final Design Strategy Document and discuss together with you the approach for the styling, interaction and functionality. Once we have approval from your side, we can proceed towards concept design.


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visionary creativity, disruptive innovations

The way how we use industrial design and product development in our design firm has been tested in dozens of projects.
In order to create disruptive innovation, we test with users, use powerful design and psychology tools, and create a solid design strategy.

If you would like to discuss your project with us or get more information about our design firm and our design process, then you are most welcome to contact us.


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