A Scandinavian innovation & design consultancy

Developing a successful new luxury brand – inspired by women

Vifa, Denmark

In 2014, Vifa surprised the audio community by launching their Copenhagen speaker at the Stockholm Furniture Fair. The market responded with enthusiasm, and orders and distribution requests flooded in from around the world.

The Copenhagen made a bold statement in a saturated market: great sound performance wrapped in exclusive Nordic design. But the groundbreaking design began with a branding strategy built around the experiences of independent women with disposable incomes – a vast and growing market.


design-people worked closely with Vifa to create the branding and user experience strategy, utilizing our Awareness–Buy–Use tool to map out the customer journey. Together, we developed the designs and a communication platform to match.


The business results showed the Vifa owners the value of a female benchmark strategy. We’re now helping Vifa develop other products to extend their portfolio and its appeal to new market segments.



 “Focusing on women as a benchmark for the Vifa user experience has given us the competitive edge we need. As a new player in a well-established market, we need to stand out – and we’ve done that by making each loudspeaker an exclusive lifestyle statement with a high-quality sound core. With this strategy, we’ve embraced the emerging buying power of women while still appealing to male customers.”

— Michael Sørensen, CEO, Vifa



Services: female-driven branding strategy, portfolio & product design, communication, web & POS experience



A connectivity breakthrough – inspired by women

Danfoss launches indoor climate app


Danfoss is a global leader in indoor-climate solutions. Their new Danfoss Link App lets you manage your indoor climate from the convenience of your smart phone. It allows you to balance energy consumption and comfort with the tap of a finger – so that when you’re driving back from a family skiing holiday, for instance, you can switch your house from vacation mode and walk in the door to a warm, welcoming home.



“User experience and usability has been a primary focus in creating this app. The female benchmark helped us minimize complexity while prioritizing everyday convenience. With their extensive experience in this field, design-people has proved to be an excellent partner for our connectivity development.”

— Jesper Vraa, Project Manager, Danfoss Indoor Climate App Solutions



To develop the simple look and feel of the app and its intuitive interface, design-people utilized both female and male user profiles and use scenarios, and we conducted benefit and usability testing with both groups. By appealing to men and women alike, the new Danfoss Link app is helping Danfoss to stand out from the competition – and proving an excellent advertisement for their indoor-climate systems.


Follow the Apple store link below to download and try out the app,




Services: Female interaction strategy, user exploration, innovation & concept testing, product & digital design


Nilfisk turns user insights into a market success

See how design-people helped Nilfisk create a better vacuum cleaner

A new 3-minute film describes how we took in-depth user studies to help Nilfisk-ALTO develop the AERO, a new vacuum cleaner that construction workers are finding safer and easier to use.


“We chose design-people to help us better understand the needs of our end-users – and transform this understanding into new, easy-to-use features and a clear benefit story for our customers. The AERO has strengthened both our brand and our sales. And three international design awards have confirmed the innovation of this approach.”



 —Thomas Elmer, Group Product Manager, Nilfisk–ALTO

Guidebook to a Female Interaction Strategy

Read a chapter for free

The culmination of our 3-year Female Interaction research project, this guide will help you understand the female market and tap the emerging buying power of women. It’s people-driven innovation and marketing approach and case studies will help you reinvent the way you develop and market your products and services.


“A wake-up call for any CEO, aspiring entrepreneur, product marketing executive or design agency whose survival depends on customer loyalty, sales and, ultimately, profitability.”

—Harding Leite, innovation & business development consultant, São Paulo


Read a free excerpt here



To order the guidebook, email Karin Bech Hansen with your postal address. We’ll throw in a free casebook showing you how we’ve helped clients put its principles into practice.


Price: €45 + shipping, or five copies for €150 + shipping

Meet Mr. Smith

Watch how one CEO learns to conquer the emerging female market

New app leads to a better water-metering system

The Kamstrup READy Suite proves popular with utility workers

The challenge: to improve the usability and workflow of Kamstrup’s system for gathering water consumption data, while introducing a smartphone app.


To understand the challenge from a user perspective, design-people started by conducting studies and interviews with network operators and field service technicians. We translated the insights gleaned into user scenarios and interaction design concepts for the various components of the READy Suite. 


The design DNA that we’ve developed for Kamstrup in recent years also helped guide our design of the app, the software and the antenna that connects the technician’s phone to water meters. Distinctive DNA elements like rectangular, striped surfaces, circular shapes and friendly icons now give the metering system an appealing Kamstrup-branded identity.


The new system is not only attractive, but it provides better workflow and usability, saves time and mistakes, and can be readily updated from the previous system. So it’s easy to see why the READy Suite has been embraced eagerly by users who want an improved metering experience – and why Kamstrup expects strong sales of the new product.


"Based on their real-life studies with water utility technicians, design-people helped us develop a strong functionality and interaction concept for our new READy Suite. The design DNA gives all the components of the suite a consistent Kamstrup look and feel. We now have a strong new offering in the remote metering market, and reactions from our sales force and the first end-users have been extremely encouraging."


Finn Rasmussen

Project manager, Kamstrup



Services: user research, app concept, app interaction design, PC software GUI, product design

Turning an unknown product into a winning export

The E3light Mylight – from tech specs to female benefit story

An LED flex strip triggered by a motion sensor. What real life benefits might it have – and for who? And how do you persuade them to buy it?


The answers weren’t obvious – not even to E3light, the firm that created the Mylight. So they called in design-people to define the target customers and develop a benefit story.


Based on our familiarity with the emerging buying power of women, we suggested a female benchmark user – and E3light agreed. Then our team explored the entire product experience – from purchase and unpacking, to installation and use – from her perspective. These scenarios helped us frame primary uses for the Mylight, and to identify sticking points and benefits. And they enabled us to develop a packaging and communication concept that female consumers will immediately relate to their own needs.


Mount the Mylight under your bed, for instance. If you have to get up in the middle of the night – to use the bathroom, to see to a crying child – its muted light will illuminate the floor as soon as you swing your legs out of bed.



Since the Mylight relaunch earlier this year, US sales have taken off. In fact, they’ve been so good that the Danish Trade Council just awarded E3light the Vitus Export Prize.


When we first brought Mylight on the market, consumers were not clear what it was good for. design-people helped us to define a female lead user, and to frame and communicate a strong benefit story by translating the product specifications into real user benefits that people can relate to.



Three months later, our improved user experience and marketing approach were critical in opening the door to the US market. We expect to sell 500,000 Mylights next year.”


Flemming Viktor Andersen

Founder, E3light



See how E3light now tells the Mylight story here.


Services: user experience analysis, packaging and communication concepts

Two design awards – and a boost in sales

User focus pays off for Airmaster

Airmaster is known for its state-of-the-art ventilation systems. Yet the firm’s engineering prowess has created a hidden problem: people don’t always use the controls.


“We used to start developing a control panel by asking our engineers which functions to include – and then put them all in a menu-driven display,” says Lars Vestergaard, CEO of Airmaster. “But design-people convinced us to start this time with the user.”


Through focus groups with female teachers, the design team found that complicated controls discouraged target users from interacting with the ventilation system. The discovery didn’t surprise design-people’s Klaus Schroeder, who has overseen extensive research on women’s relationships to tech products.


“We’ve found that too many technical features can get in the way of women’s desire to manage their surroundings,” Schroeder says. “And that when we simplify a design to concentrate on key features, men appreciate it too.”


In response, design-people created Airlinq, a panel with one main control, to increase or decrease airflow. Its simple appearance conceals a broad range of advanced functions for supervisors and installers.



Earlier this year, International Forum Design recognized Airlinq with two awards, for product design and for interaction design. More importantly for Airmaster, the innovative panel is being embraced by partners and clients – and the people at the front of the class.


Development partner: JE electronic a/s


Services: user research, interaction design, product design, user feedback


Icebreaking interaction


To keep the rest of us safe from the hazards of winter’s icy roads, Epoke delivers industrial high-end salt spreading systems. The key to controlling these systems is a remote control located in the drivers cab. With the new EpoMaster X1, Epoke introduces a more visual approach, to make it easier for the driver to understand and adjust how the salt is currently being spread behind the truck. Being able to spread salt precisely is the key, since this means higher road safety and less salt wasted. To maximize traffic safety, the primary settings are also adjusted using physical controls so they can be controlled while keeping the eyes on the road.

  • The new interface is based on thorough user studies, feature workshops, and situated interviews to understand the drivers and the context of use.
  • Since the profession of spreading salt is seasonal, the remote has been designed to make it easy - especially for new users - to get familiar with the system and get started.
  • Especially the startup menu guides the users through the initial configuration and is  accessed using a touchscreen.
  • This simple approach benefits Epoke, by minimizing the amount of time it takes to train new drivers and the amount of support required by users in the beginning of season.

  • "The money we have used on designes have been really well spent" - Jørn Christensen, CEO, Epoke A/S

Services: User research, interaction design, product design

Ease-of-use means business

Danfoss’s new DEVIreg Touch thermostat sells

Danfoss is a leader in indoor climate solutions. Its DEVIreg Touch thermostat is taking the lead in the intuitive operation of floor heating.


Danfoss’s ambition with the DEVIreg Touch was to create a thermostat that stands out with an easy-to-use and discreet user interface. The primary goal was to improve usability and accessibility in regulating comfort levels while making users more aware of environmental consequences.


By involving users in developing the thermostat, design-people helped focus interaction on essential features. Its discreet appearance and straightforward top-level controls make the user feel motivated and empowered. Advanced features such as a timer and an “away” setting are accessible on a second level through a comprehensive screen menu.


“With the introduction of the DEVIreg Touch, our market share in high-endthermostats has increased significantly – due to technological innovation, uncompromising usability and the right design."


Henrik Londorf, senior director, 
Business development and marketing, Danfoss


Watch the DEVIreg Touch video here


Services: interaction design, product design, focus group, usability testing, digital design

Female Interaction goes TED

Live talk in Amsterdam (video)

A one-minute video qualified Female Interaction amongst hundreds of applicants for the TED X event in Amsterdam June 20th 2012.

TED (standing for Technology - Entertainment - Design) is a global nonprofit organization devoted to support world-changing ideas. Along with 21 other speakers from science, art, computing and design, Klaus Schroeder, design-people partner and head of Female Interaction research, gave a 5 minutes live talk in front the enthusiastic audience.


Under the motto of “ideas worth spreading” Klaus presented an extract of the Female Interaction research about how differently women experience technology design. His mission was that Womenomics and the preferences of women will revolutionize male biased tech industries and make them deliver far better user experiences - for the sake of all users of advanced tech products.


See the 5 min TED Talk titled Designing technology for women here