Design to Value is an agile approach for products and services design, primarily focused on innovation and customer Value.
Strongly users oriented, it aims to address new needs or increased requirements without forgetting the imperatives of competitiveness.

“Imagination is more important than knowledge”


The real innovation lies in the reinvention of the Customer Value

The world changes incredibly fast : simplicity and immediacy become standards and objects will accomplish the tasks that bother us. In addition, environmental awareness reaches out more widely the minds of people, inevitably impacting consumption patterns.

Even more than in technologies, the priority fields for innovation lie in anticipation of profound aspirations and radical suppression of any complexity for the users. 

The analysis of the existing does not condemn to a slow incremental innovation

2001 : mp3 players contain 15 songs while the hard drive models are heavy, large and incredibly slow to fulfill with music.

Steve Jobs presents the iPod : 1000 songs,10s to load a CD, the size of a cigarette pack, 10 hours of autonomy, an ergonomic thumbwheel for browsing

2007 : The phones can only phone call while the smartphones, more powerful but complex to use are just for the geeks.

The fully tactile iPhone of Apple will transform our relationship with the digital.

It is by understanding what was fundamentally wrong in the existing offer that Steve Jobs and his teams have thought the iPod and the iPhone.
Who would dare to say today that it was not radical innovations ?

The 3 keys of innovation

Innovation appears at the crossroads of 3 requirements :

  • The Customer Value :
    Putting yourself into customer’s shoes in order to radically simplify their lives and imagine what they will love, even before they think about it.
    If I’d have asked my customers what they wanted, they would have told me “A faster horse” Henry FORD, designer of the Ford THenry FORD, créateur de la Ford T.
  • The radical Simplification :
    The eradication of any useless complexity must concern the uses, services, products, architectures, designs, processes, fluxes…
    “The way we approach design is by trying to achieve the most with the very least. Because as human beings, we understand clarity.” Jonathan IVE, Designer Apple.
  • The technological opportunities :
    It is important to investigate and seize all the opportunities offered by technologies, to imagine and build the future.
    The ability to make associations, the desire to upset the established order, the gift of observation, the taste for experimentaion… are the qualities that make up the DNA of the real innovator. “The innovators DNA”, Jeffrey H. DYER

Approach and tools of the Design to Value

The simple and quick tools of the Design to Value offer a large diagnosis of the potentials of innovation
Far from the creativity gadgets, they impulse creative researches to converge toward the real innovation :

  • Fonctionnal Analysis :
    It questions the real Customer Value, by finding its source in the fundamental needs.
  • Benchmarking :
    It impulses and enlarges the works on reasearch and competitive intelligence, by explorating every possible analogies
  • Value Analysis :
    It identifies without concession all the potentials of radical simplification
  • Creativity :
    It imagines the possible concepts to adress the new needs and unsatisfied expectations.
  • Concepts Evaluation :
    It directs efficiently investigations and choices, without losing sight of the Customer Value and the competitivity outlooks.

The tools of Design to Value structure and set efficiently the innovative developments in the mindset so dear for startups of creative thinking / creative design

The importance of the breakthrough projects of Design to Value

More than with enormeous projects, it is thanks to agile and successful breakthrough projects that the innovation becomes a reality in the company.

The agile approach of Design to Value is fully phased with the indispensable requirements and the logic of the lean development.

The AROLYS Design to Value

Our modern and efficient tools of Design to Value are real accelerators for innovation.
Our culture brings us to always think out of the box the Customer Value.
Our creative and pragmatic animation make converge the points of view to concretise innovation.

How to reconcile the imperatives of innovation and competitiveness?
Design to cost and Value