Davos & Zermatt
PRODUCT DESIGN FOR BUSINESS DEVELOPMENT

Delivering vertical integration to a trusted telco service provider.

HD-Phone product design. Business development through vertical integration and expanding the product portfolio

SWISSCOM, A MAJOR TELECOMMUNICATIONS PROVIDER IN SWITZERLAND, PLANNED TO EXPAND ITS PRODUCT PORTFOLIO WITH A NEW RANGE OF HD TELEPHONES. THIS BUSINESS DEVELOPMENT PROJECT WAS A GAME-CHANGER FOR THE COMPANY AS IT STEPPED IN A BOLD NEW DIRECTION.

Swisscom is a household name in Switzerland as both a service provider and a retailer of telecommunications products. The company started to develop its own-name HD telephones and found itself in need of a trusted partner with expertise in product design, strategy and product portfolio management to support them throughout this new development process.

 

The plan was to leverage Swisscom’s market access in order to vertically integrate its business, eliminating the middle man from the sale of its HD telephones in order to profit from the positive margin associated with the sale of these products. To achieve this, Swisscom needed a design approach which holistically addressed different challenges in the product development process.

HD-Phone product design. Business development through vertical integration and expanding the product portfolio

PRODUCT PORTFOLIO: MAKING SWISS FOR SWISS

Swisscom’s market needs were front of mind at every step of the design process. Our objectives required the new HD telephone models to stand out in the market for their form and function. To achieve this, we carefully considered each aesthetic element, creating unobtrusive forms that were soft in appearance, with round buttons, a new navigation interface and an avant-garde monochrome palette. The two HD telephone models that we created, the Davos and the Zermatt, referenced the understated and functional design ideals of the Swisscom brand.

 

All details were informed by our desire to capture Swiss values, or Swissness, within the design process. When examining what these Swiss values were, we found an emphasis on contributing to a healthy, well-ordered, efficient world, with qualities that included precision, reliability, thoroughness, innovation and excellence. Our goal was to enact these ideals within each aspect of the HD telephones: we considered ‘Swissness’ as a frame of mind. It was not a task to be taken lightly.

HD-Phone product design. Business development through vertical integration and expanding the product portfolio
HD-Phone product design. Business development through vertical integration and expanding the product portfolio

DELIVERING QUALITY WITH OUR HOLISTIC APPROACH

Inspired by Swissness, we embarked on a project that was, from the outset, planned and structured with meticulous detail. Our process demanded excellence at every stage. We completed extensive market research, developing concept designs for the HD telephones before fleshing out their details, and made a number of refinements before the implementation stage.

 

To ensure a smooth service, we provided a cohesive project management service that included a fixed point of contact within our agency, and we managed vendor communication throughout. Our role took enormous pressure off Swisscom, who trusted us as a partner to see the project through to completion.

 

Inspired by Swiss innovation, the finished HD telephones bolstered the Swisscom product portfolio and were successful in the company’s goal of vertical integration. The result was a seamless solution for Swisscom’s customers and a higher profit margin for the company’s own-name retail products.

HD-Phone product design. Business development through vertical integration and expanding the product portfolio
Human centered design for a worldwide product. Developing a sustainable design solution.

Product development based on human centered design

A socially sustainable product developed with a human centered design approach

Innovative and socially sustainable product

Developing a design strategy for a holistic product portfolio management

Enabling more success with broad design management support