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 direction before any sketch is madeOur 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 direction is so clearly defined and built up, that the document can be regarded as a visual contract.
Design: not a matter of taste, but of strategyThe design of a product is not a matter of taste, but a strategic direction, that we already nail down with our Design Strategy. Based on core meanings, user observations and our styling tool we serve your team a styling direction that communicates both your company values and ambitions as well as the meaning a user will give to the product.
Core Meaning, a powerful design strategy toolWe 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 observations and interpretations as part of our design strategyObserving, 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 presentationPart 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.