the strategic product design firm

Design research and strategy, the beginning of innovation.

The design of a product is not a matter of taste. We help you build a visionary strategy for meaningful products. Products that support your company's reason of existance.


We believe that develompent of new products should be non-democratic. It should be based on vision and strategy. A democratic decision making process in a commission would lead to products that everyone likes a bit, non-remarkable products that most likely will not perform well in the market.

one concept, the best

Unlike the more traditional product design firms, we offer our clients only one developed concept. We have a good reason for doing so. By involving you deeply with ‘look-in-the- kitchen’ sessions, we choose the best strategic direction together, based on mockups, testing, and a solid design strategy.

Instead of fully developing three or more concepts, from which only one will be chosen, we use our resources effectively to develop only the best direction towards a developed concept.
Design strategy styling tool

Building a powerful strategy

Strategic product design 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 strategic design 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 with core meaning

Meaningful innovation

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

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 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.

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Do you want to develop a new product?

The steps are simple. Send us an email at This email address is being protected from spambots. You need JavaScript enabled to view it. or call +31 20 820 22 11. Ask for our NDA so that we can share information. Or request our Designguide first and share your project with us. Read our privacy statement.

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