“As a tech company, we have a natural bias towards male customers. That inspired me to ask design-people to help my design team develop a larger female customer base.”

– Hutch Hutchison, Head of concept creation & design

Renowned for high-end craftsmanship and its collaboration with Ferrari, Vertu is a luxury mobile phone brand based in England.
But Hutch Hutchison, who heads up Vertu’s concept creation and design, was concerned that the exclusive brand was excluding a crucial group of clients.

The female-interaction team from design-people arranged interviews with well-to-do women in half a dozen countries. We used these interviews to analyze the innovation potential of female interaction for Vertu. Then we worked with Hutchison’s team to pinpoint innovation opportunities and purchase barriers. Together, we reframed their design approach to reflect the experience of prospective female users.

Vertu hero

From female luxury experience to product design

A few years later Vertu once again came knocking – this time with the vision to help turn the female luxury experience into luxury design.
Utilizing knowledge about the high net worth female Chinese consumer together with present lifestyle and design trends,
design-people helped turn their self-acknowledged male dominant design aesthetics into smart phones appealing to the female high-end segment.


Microsoft case

Creating better user experiences for all users is the utmost outcome of including a female focus in your innovation processes. Microsoft applies this new strategy, eyeing a $18 trillion business potential in more explicitly targeting their tech products at women.

Danfoss App thumbnail

The Danish company Danfoss is a global leader in indoor-climate solutions. Following our successful collaboration on award-winning product designs, Danfoss and design-people joined forces for a research collaboration about innovation culture and practices.

E3light, a startup specializing in environmentally friendly light sources, came to design-people with the Mylight, a LED flex strip activated by sensing motion – an intriguing new product that was selling poorly.