Hello Future!

A practicable model integrating design and strategy to help SMVs accelerate their product development process and overcome uncertainty.

Companies are facing many challenges today. From the uncertainty meeting evolving customer needs, new market entrants and advancements in technologies to the continually changing restrictions brought on by the coronavirus pandemic.

The research project will investigate companies integrating design and strategy to not only meet the needs of consumers today but to take into account the future to develop new products and services.

Aim and background

Companies today are faced with rapid shifts of change from events, globalization, customer needs, technologies, and markets. And with these changes comes lots of uncertainty about the future, posing many problems. For a company if you do not know what the future holds it is very hard to make a plan, regardless of how agile one is.

The future is a concern for the disciplines of design and strategy. Design in solving complex problems through making new products to transform a user’s existing situation into a better one. And strategy by creating a plan to achieve a goal.

However, traditional approaches and on their own no longer suffice in times of rapid change and uncertainty. A traditional design thinking process reveals issues within the gap between the identification of a need today and its relevancy upon the products release.

With the business community the project will look into how companies are taking a proactive instead of reactive stance about the future by integrating design and strategy. Strategy through the trend spotting, identifying signals of change, and their implications. Design to handle ambiguity by including stakeholders, envision scenarios, and create and validate prototypes.


The project will result in a model and suggestions for students on how a design process can take into account the future to develop new products and services.

Learning how they operationalize these are important for small and medium sized businesses also faced with these challenges and students of digital concept development to be successful in their internships and their future employment in them.

The model and suggestions can be used by SMVs looking for a structured approached for product goals like meet an emerging need, be first in a space, or disrupt a market.


The primary cooperation will be between one or more local SMVs and students and teachers at Digital Concept Development as well as other educations interested in innovation and product development like Innovation and Entrepreneurship, IT and Product Development or Web Development.

The internal advisory group will consist of Hanne Troels Jensen, Ulla Haahr, Anne Kirketerp and Jeffrey Serio.

Knowledge product

A professional article based on the research will be published to EAViden and LinkedIn.

The results of the project will be published in an e-book. The e-book will include a resume of the research, example challenges, goals, or cases companies faced, synthesis of discovered insights as recommendations to for business and organizations contemplating such a process.

Project period and contact person

Project period: January 2021 – January 2022

Project manager: Jeffrey David Serio

Jeffrey David Serio


Jeffrey David Serio


Mail: jds@eaaa.dk

Telefon: 7228 6313