By Scenario & Strategy


Design DNA®

The Design DNA® workshop is used to determine the strategic design development of a new product or product range.

During the workshop together we will:

  • map the location of competing products
  • determine the desired positioning of the product compared to the competition
  • establish the desired look and feel of the product
  • visualise the desired look and feel with inspiring images

We establish this using the mapping tool developed by De Bock and Dekker and the Design DNA® tool, designed by VanBerlo.

Process (preparation & development) incl. 1-day workshop


This workshop results in visualisation of the desired positioning and design direction of the future product range. This visualisation forms the basis for the next steps that can be taken, such as the development of a concept design of the product, or the development of directive design guidelines for the product portfolio.