Concept design

Excellent concept design is of strategic value. We offer you extensive design experience and specialized knowledge of bicycles, medical devices and sports products.


We conduct research and use powerful design and psychological tools to build a design strategy. Ultimately it results in a visual strategic document of 60 to 80 pages. This document helps determine the strategic direction for the concept development, interaction and functionality of the new product.

We build upon your company identity and give fresh new insights on the product, its context and potential new business opportunities.

We observe, study and interview users, which is an important part of the design strategy to understand the good and bad qualities products, the mental model of users and identify potential improvements.

Another powerful tool from psychology that we use are the core meaning of a product. These 15 core meanings are scientifically proved to be universal among people’s values. All cultures seem to recognize their significance.


A solid design strategy has been made, so that we know the direction, yet concept design solutions still need to be found. To find really new solutions we believe strongly in experimentally building and testing new ideas.

We do research, ideation, build mockups, test them and run multiple cycles of iterations. With a great team and the right mindset, this is the way to create breakthrough innovation.

In our research we use results of academic research, experimental research, information found in patents and results from testing ourselves with existing solutions or new solutions.

Once the research is done, we start creating first rough solutions, evaluating them on functionality, ergonomics and use. For a good evaluation it is always needed to build test setups and proof of principle prototypes, which help us to test assumptions in real life conditions.

concept development

Through rapid cycles of sketching our designers investigate many possible solutions.

Our senior designers identify and choose the right concept design directions from all the possible solutions. And always make choices based on testing, experience and strategy.

During the concept design phase, we hold a ‘look-in-the-kitchen’ session with your team. We present directions in sketch-form, functional and technical solutions, manufacturability solutions and mockups.

Together with you we discuss focus, risk, level of ambition and make a decision which concept design to develop further.

your design project

Are you planning to develop a new product? We are happy to find out together with you if we could be the right partner for your project.

If you submit your details we will get back to you within one business day.