We help position and harmonise your product portfolios

Design leaders need to position and harmonise their product portfolios intelligently, but also make sure individual products perform in their own context. Whether you call this design DNA, design language or identity strategy, it’s a perennial challenge.


Portfolio assessment

Experience strategy projects tend to be triggered by one or more of these business drivers: positioning and articulating portfolios, harmonising touchpoints, or streamlining design delivery. To help frame the challenge, we assess your current portfolio’s performance against these drivers.

Experience vision and principles

Experience strategies are structured in different ways, depending on conventions and taste. However, they should always include a big organising idea and a set of design principles, which we can articulate and polish for you.

Implementation plan

Designers tend to enjoy writing strategies more than following them. We’ll help you build a coordinated set of structures, tools, processes and culture changes to make sure your strategy gets taken up and goes the distance.

Case studies

Experience strategyStrategic foresight
Design language foundations

Trends inspired design language strategy ideas

We value Plan as one of the key strategic consultancies when it comes to identifying and transforming business goals, trends and human needs into tangible actions. We continuously work together with Plan and enjoy the smart, professional and insightful expertise they bring into our projects. Furthermore, Kevin and his team are really fun to work with and commit themselves beyond the typical consultancy work.

Head of Experience Strategy

While developing our brand and design aesthetic for our first cruise ship, we worked with several creative agencies to imagine the customer experience. Plan’s guidance helped our team to establish a shared language and inspired them to create a visually connected ship. Their work also gave us the clarity and confidence to communicate our creative direction to the senior management team and set Virgin Voyages apart in the cruise industry.

SVP Design and Experience

Kevin and the Plan team have a sharp way of getting to the essence of our creative processes, and helping us clarify and communicate our design direction.

Head of Design

Plan is better at developing strategic frameworks than any other company we have worked with. We were very impressed with the way they worked with us in an interactive way throughout the whole project, which raised the output to another level.

Senior Manager, Design Identity team

‘Plan helped us define our design direction and gain buy-in from stakeholders, by guiding us through a clear strategic framework and asking the tough questions.’

GN hearing
Experience strategy
Designing a winning product experience strategy

How to position, harmonise and articulate your product portfolio

Experience strategy
The power of design principles

Seven steers we use when crafting design principles