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In this second section we will look at how design can do more than just improve your existing products and services. We will show you how design skills can be used at every stage of the development process to take ideas from the whiteboard to the marketplace. It’s a process by which any business can create innovative and successful new products and services.

The features of your new product or service will likely be driven by the needs of users, but getting it to market will require the skills and expertise of a wide range of teams within your business. This might include experts in fields such as research, engineering, operations and marketing. Design methods are valuable across all of these roles, and it’s this broader use of design skills that is vital to creating innovative products that customers really want to use.

To help you build your teams’ skills and confidence in using design methods we’ve put together a selection of tools, case studies and advice below.

Case studies

Explore a selection of case studies from companies across a range of industries who have created design-led products and services.

60 international markets reached
Case Study Lightyears
250 % increase in sales over 10 months
Case Study Eat 17 Bacon Jam
2 major awards for social innovation
Case Study Filisia
14 national and international product awards
Case Study See.Sense.
3 international product awards
Case Study Nilfisk ALTO


We have hand-picked a selection of practical tools to help you create design and innovation processes within your company.

The Design Ladder: Four steps of design use

External Resource Danish Design Centre

Why service design?

External Resource Danish Business Authority

Service design toolkit

External Resource Namahn & Design Flanders

Creating sustainable consumer experiences through design

External Resource Danish Design Centre

A guide to prototyping new ideas

External Resource Nesta & thinkpublic

The DIN Model

External Resource Danish Design Centre


A selection of interesting articles and further reading on applying design methods.

Ready, set, prototype: a beginner's guide to using prototyping to innovate

Feature Runa Sabroe
Project Manager, Danish Design Centre at

How to conduct a customer interview

External Resource GV

How to run a Design Sprint

External Resource GV

IDEO Design Kit: design methods and case studies

External Resource IDEO

Methods for designing with people

External Resource Helen Hamlyn Centre for Design

Designing for all five senses

Feature Yasushi Kusume
Innovation & Creative Manager – IKEA at

Take the next step

Once you are familiar with the ideas in our Applying design section, try our more advanced resources on Setting strategy.