four phases.

i plan these phases in terms of content and time, but as soon as i start working on a topic, my knowledge expands, which might require to adapt the process and the chosen methodologies. a true innovation process is open and flexible, build on true creativity. too tight specifications, time pressure and in the worst case a predefined result kills creativity. that's why i fight for time and openness of result, to enable inspiration, playfulness and flow. only in this way new ideas are created – and not just adaptations of what we already know.

by the way: design sprints are a great idea for small problems, but not for complex projects and certainly not for aesthetic issues. true creative work in a design sprint reaches the midfield. maybe.


analysis | problem | objective

it is about understanding the specific situation and needs of different user groups, my client and the market environment. trends are part of the analysis, they are a super valuable source of inspiration. as a designer, i am particularly interested in design styles, design themes and design technologies. but social trends are core to identify new opportunities.

a clearly defined problem and derived objectives are the springboard to the next phase.

further results are trendmaps, positionings, current brand and business models, personas, journeys and of course user insights.


inspiration | ideation | concept

creativity needs a clearly formulated task, but nothing is as important as associative, empathic and lateral thinking. unexpected perspectives, surprising insights, playful methodologies, time and openness are my recipe for new solutions.

results of phase two are inspiration books, inspirational experiences, rough concepts, texts and moods, future journeys, experience principles – and very first and rough prototypes.


design | test | decision

the experience-oriented design elements of a new offering are defined and visualized in detail.

results of phase three are more elaborated concepts, drawings, material and colour collages, future journeys, experience principles and even more refined prototypes.

then prototypes are tested, optimized and compared with the initially formulated requirements.


realization | implementation | optimization

this phase I supervise as a creative director and consultant. my aim is to integrate strategy and design concept in the best possible way and to integrate the new offering into the existing processes of my client. in some cases the re-design of internal processes is needed as well.


Business model canvas, CULTURAL PROBES, POSITIONING, Foto dairies, art research, ideation- and impuls-workshops, INSPIRATION-BOOKS, Brandmodels, moods, personas, qualitative interviews, semiotic ANALYSis, trend research, scenarios, user journeys, user testings and much more.