How we work

Project phases and deliverables

Our process is co-creative and iterative.

We transform insights around core user needs and intentions into strategic opportunity areas for sustainable innovation and develop them for your business – from prototypes to elaborate products and services.

“We have a longstanding and very cooperative partnership; it feels like you are a part of the team.”

Gerhard Nüssler,Former Head of Design, BSH home appliances


We empathise with your customer, learn unmet needs & insights to spot desirable innovation opportunities and frame your critical question. Each project starts with a deep dive into the subject matter. This involves understanding state-of-the-art research and obtaining prior knowledge from all involved partners, as well as using methods of qualitative research and data analytics – all with the goal to create insights that will guide the process further.


User Insights

Through contextual and immersive research, we help you understand the needs of your customers and users, uncovering fresh potential for your service or product.

Market Insights

Understand the implications of changing markets and evolving technologies on your customer needs, spotting innovation opportunities.

Technology Insights

Identify new opportunities and competitive advantage by analysing technology trends and their potential implications for your business.

Organisation and Culture Insights

Empathise with the experience of employees, uncovering the needs, wishes and pain-points, enabling organizational changes to be more effective.

Benchmark and Best Practices

Gain an edge by understanding the landscape in which your product or service operates, identifying design trends, competitor movements and the performance of comparable offerings.

User Typologies and Personas

Define archetypal customers or users to better understand how varying needs affect the design of a product or service.

User/Customer Journey

Map the subjective experience of your user/customer, demonstrating interactions, needs and pain-points for the service over time.

Opportunity Areas

Define, map & prioritise opportunity areas for product and service innovation, anchored in user and market insights.

Stakeholder Map

Map the relationships between key stakeholders relevant to a product or service, involving the perspectives needed to achieve a holistic solution.

Grounded Technology Assessment

Through hands-on exploration, identify the potential and limitations of technology and its potential impact on product or service development.

Iterative Validation

Identify hypotheses for a product or service concept and test through user experiment, to inform ongoing agile development.

Brand Audit and Assessment

Evaluate all brand assets, examine the brand's value for the company and identify positioning within a brand landscape.

Sustainability Analysis​

Examine a product or service with a holistic perspective on its life-cycle, finding opportunities for sustainable design interventions – such as repairability, reusability and recyclability.

Ecosystem Insights​

Explore products and service in their ecosystem context – societal, environmental or organisational, to understand how behaviours can influence the whole system.

Ethics Exploration​

Examine the ethical factors of a product or service, drawing on ethical theory in design, business and technology, as well as the direct and indirect stakeholder's ethics needs for a product or service.

“Working with you was like working as a fast-paced startup: We collaborated as one team with one vision and many rapid MVP cycles.”

Max Einöder,Senior Expert User Experience, Bosch Healthcare Solutions


We co-create with customers and experts to design your sustainable future  product/service ecosystem. Based on our insights, and by bringing together expertise in design, technology, and business, we systemise desirable product and service ecosystems that are financially sustainable and technologically feasible. To increase the speed and reduce the failure rate of innovation processes, we involve all stakeholders – including future users – through methods of co-creation.


Product & Service Vision

Build a north-star vision of how a product or service might be experienced by future users, allowing all stakeholders to align on the concept's goal.

Product & Service Concept

Communicate the function and features of a solution to demonstrate its value and guide development decisions.

Product & Service Roadmap

A systematic and chronological breakdown of product or service development, showing milestones and requirements for the solution.

Product & Service Blueprint

Visualise the visible and invisible levels of a service system, demonstrating in detail points of interaction between the user and the solution.

Design Principles

Define principles to help future stakeholders to design a coherent and holistic product or service, based on insights and trends.

Concept Prototype

Generate an early-stage prototype that makes tangible a new concept, valuable when introducing new technologies or conveying novel propositions.

Business Model Canvas

Develop the core elements of a future business model and its corresponding value propositions based on customer and organisational needs.

Brand Definition Model

Generate a framework that covers all aspects of a brand: starting from the essentials such as purpose, positioning, brand character, attributes and values.

Ecosystem Map​

Expand the research perspective with an ecosystem map which visualises the key stakeholders and actors in a micro or macro ecosystem.

Speculative Scenario​

Look forward to present future possible, probable and desirable worlds for a company or product category, based on trend and ecosystem research.

Product Sustainability​ Strategy​

Define design or business model sustainability strategies for the product or service – for example, circularity or de-carbonisation.

“The beauty of our collaboration: Because of your technical know-how, all of the concepts could be easily implemented, which was very important to us.”

Tim Richter,Head of Group Design, Vaillant 


We make future experiences tangible to express visions and validate user value. We rapidly prototype systems and ideas in physical, digital, and narrative forms, to develop innovative solutions; always focused on our current challenges. These prototypes can be used to make informed decisions that involve all stakeholders or for evaluation with real users – be it in the lab or by launching the prototype on the market (MVP).


Product & Service Design

Turn concepts into tangible, production-ready designs, developed through user-centered and iterative design methods.

Digital Product Design

Create mobile, web and screen-based interaction designs either as a part of a larger ecosystem or as an individual element.

Physical Product Design

Create physical products and engineering solutions either as a part of a larger ecosystem or as an individual element.

Value Proposition

Through visual and written materials, communicate the benefits, audience and positioning of a product or service.

Design Guidelines

Create a comprehensive and illustrated rulebook for the implementation of the design principles across all potential future touchpoints.

Usability Analysis

Frame hypotheses based upon existing concepts and ideas and test those hypotheses through user-centered, agile methods.

Validated Backlog

Assess and review the existing backlog against product and business KPIs to ensure efficient and productive product development.

Brand Experience Principles

Define a systematic and holistic framework to translate the defined brand strategy into valuable experiences for the user at all levels of interaction – product, price, space, promotion.

Connected Hardware / IoT

Create a functional prototype connecting software and hardware, bridging information between devices or through the cloud, to enable key business, design and technology decisions.

Spatial Prototype

Augment physical spaces with digital information or simulate physical experiences allowing them to be tested before being built.


Through a partly interactive prototype of a mobile, web or embedded app, test concepts with users to validate key design decisions before committing to software development.

Voice UI Prototype

Create the character framework for a chatbot or natural language interface which best represents the brand and is based on user feedback.

HMI Prototype

Develop a highly integrated interface between physical hardware and digital interface, allowing stakeholders to better align user needs, as well as technical and business implications.


Facilitate dialogue with stakeholders about the future through a provocotype which sparks new ways of thinking about the ethical and societal implications of the products we design.

Ethical UX​

Protect values like transparency, security and privacy through ethical UX designs and interface design.

“I'm really impressed: that you could actually build the prototypes to make our systems work and be ready to show them to customers is invaluable.”

Dr. David Stork,Inventor 6 Fellow in Computational Sensing and Imaging, Rambus


We develop and implement your Product & Service into your market reality. From prototypes to elaborate products, services and strategies, we bring ideas into reality. Coding, final design, color & finish and implementation: it all happens in this phase. We work out the smallest details to prepare your product for launch. Finalisation of the front-end with a user-centric approach is backed up by the development of back-end components. 


Digital Product Development

From concept through to release, employ state-of-the-art product management practices, to ensure digital products are designed and developed efficiently with the user at the forefront.

Physical Product Development

Develop a physical product from concept to market release, merging new technologies with craftsmanship to create a new dimension of desirability and competitive advantage.

Embedded Product Development

Develop a ready-to-launch product with embedded components, using prototypes to identify requirements, brief production partners and answer open questions. 

Brand Book Development

Create a brand book to be used as a blueprint and instruction manual for all brand-related activities, serving as an indispensable companion for marketeers and communication agencies.

Implementation Support

Sustain best-practice, user-centred innovation throughout your product development process, augmenting your team with design, business and technology expertise.

“Wow, what talent! Is there something you can’t do?”

Pascal Omnes,Group Communications Director, SPIE

Contact us

Nancy Birkhölzer

Nancy Birkhölzer

Director, Experience Consulting, PwC Germany

Verena Augustin

Verena Augustin

Director, Experience Consulting, PwC Germany

Tel: +49 30 2636-4479

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