In the age of customer-centricity, successful products are the result of specific research on people’s culture, preferences and behaviours.
Understanding the environment, the usage context of the people we are designing for is essential for creating a valuable product. Companies with their set of values, brand strategies, heritage, technologies and production constraints are also of paramount importance. On top of this there is a very fluid market with competitors’ products to take into consideration. Design strategy is a mix of several ingredients that all together define the characteristics of the future product.