Design Strategy, creating a strategic product vision

innovation made

We believe that the future design of a product is not a matter of taste, but of strategic direction, based on core meanings, user observations and powerful other design tools.

Clear vision before any sketch is made

Our strategy phase is built around many design and psychology tools and results in a 60 to 80 page visual Design Strategy Document. This document helps to define strategic direction for the design, interaction and functionality of the new product.

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

Our experience is that these tools are so powerful and the vision will be so clearly defined and built up, that the concept design will be a very logical next step.

Design strategy styling tool

Design: not a matter of taste, but of strategic vision

The design of a product is not a matter of taste, but of strategic vision, that we already nail down with our Design Strategy. Based on core meanings, worldview and context, user observations and powerful other tools we serve your team a design vision that communicates both your company values and ambitions as well as the meaning a user will give to the product.

In this way we develop meaningful products that are relevant to people, not only today but also tomorrow.

Design Strategy with core meaning

Core Meaning, a powerful design strategy tool

We use a powerful tool of 15 culture independent core meanings during the design strategy. These meanings are scientifically proved 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.

User research, user testing, user observations, design strategy

User observations and interpretations as part of our design strategy

Observing, studying and interviewing users is a crucial part of the design strategy 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 observation and 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.

Fundamentals and design strategy presentation

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

In a meeting we present the Design Strategy Document. During this meeting we discuss together with your team the direction for the styling, interaction and functionality.


Do you want free design knowledge in your mailbox?

Receive our design magazine by e-mail ten times a year. It is not about us, but about product design and innovation in general.

It offers you inspiring new concepts from designers worldwide, new materials, scientific breakthroughs and much more.

No obligations, no other emails, one-click unsubscribe.

Answers to serious questions. Start with the Designguide.

We can help your team to design products that make a difference. Products and services that answer serious questions. Get inspired by our Designguide and start today.