All design thinking activities are handled by a cohesive team, consisting of experienced, multidisciplinary specialists.


Deep consumer understanding is the backdrop.


We believe the most innovative designs result from deep consumer research understanding. Our teams conduct extensive consumer research, screening the target consumer segments, moderating the discussions and analyzing the resulting qualitative and quantitative data in-house.


We adopt time-tested design processes, such as the Double Diamond and the Stanford model, modified to suit the emerging business context. We incorporate the 101 Design Methods by our methodology advisor Prof Vijay Kumar of Institute of Design at IIT Chicago while deciding on the element of our consumer research plan.


Our Business Design Innovation Process

How we develop business innovation strategy and create game-changing products





The Double Diamond Process

We use the double diamond process for delivering the design solutions going through its phases:



The core team engages in an elaborate process to uncover and discover opportunities lurking in the business context even before starting the consumer research work. This includes extensive exploration into the lifestyle and technological trends surrounding the target business core.


We use unique consumer research techniques to reveal the customers’ real emotional connections focusing on the unmet, unarticulated and emerging needs to generate new ideas to drive the business innovation process and strategy.



Although the Insights Team facilitates this phase, the entire business innovation team is intimately involved in the creation of the discussion guides and research methods and is an active participant in understanding the consumer and market potential.


The teams work together to define the outer edges of the project scope and develop the brief. This brief provides the high-level direction for all the work that follows.



Designers at DFW don’t just create concepts, they take them to their logical conclusions.


From the earliest stages, our product designers are thinking not just about form and function, but also cost and customer satisfaction. Their responsibilities take them far beyond their desktop – into the lab with the engineers and prototype technicians, the conference room with clients, sometimes even to the factory floor. Such seamless integration with the entire product development and business innovation process ensures that no opportunity to improve on the original design will be missed.


It’s not the intent that matters, it’s the result.



Engineers at Design For Winning are experienced, “hands-on” professionals inventing a wide range of successful products, from consumer to commercial.


Our engineers are equally adept with high-end CAD and all fabricating methods, including rapid prototyping; they can build almost as fast as they can think.

This efficiency allows them to remain calibrated to the balance between art and science – our engineers work closely with designers throughout all steps of the managed invention process – and still maintain the clarity of thought and purpose that gets products to market in months, not years.

Packaging, branding and retail experience round out our development expertise. Clients trust us with their most valuable assets – their brands – because of our industry-leading reputation for creating branding, packaging designs and retail experiences that are clear, appealing and timeless.

We bring over 45 years of trusted manufacturing relationships to our sourcing support, including global partnerships in Europe, Asia, and the Americas.

Stanford Model

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