the fixation on the power of technology, linear processes, the much quoted silo thinking, isolated development in the laboratory and dictatorial decisions are from the past. innovation today begins with people and their needs and takes place in open and flexible processes, involving all the people who are involved in a product. there is no standard process. each project is designed for the specific conditions of the task – each task requires an own approach.

values form people's behavior. and products.

people don't buy things, they buy solutions for their problems, and the problems that matter most to us no longer lie on the level of pure function. today, it's all about self-expression. so people buy products and services that enable them to live up to their values. this turns values into a central aspect of innovation and design: design makes a company's values tangible and verifiable. in this way, the user can identify with an offering. or not.

Humans are in the focus.


thanks to design thinking, user-centered work is common sense today. but it is neither new nor the solution to all problems. despite all the euphoria, we need an awareness that relevance, problem-solving competence, user-friendliness, etc. are not the only criteria for successful products.

users provide valuable insights and sometimes even great ideas, but designers have the expertise to turn a great idea into a great product – taking into account the requirements of users, companies and markets while at the same time designing an aesthetic product.

styling is just one single aspect of design. at its end.

design makes the identity of a company visible. sure – but how does that work today? currently many designs are based on what is trendy – with the result that everything looks the same and is lost in arbitrariness. design has always had the task of creating clear identities, but design thinking and design sprints have tempted us and we have become sloppy. we thought user centricity was enough for a successful product, but products always need good design. this starts with the purpose, continues with the type of usage – and does not stop with the design of surfaces. design today means holistic experience design. and the thrilling question is how we translate brands into brand specific experiences.

DESIGN WITHOUT CONTENT REMAINS superficial – AND A smart CONCEPT IS A HYPOTHESIS, AS long as it is not designed.