Future by Design is a results-driven innovation partner using a philosophy of design thinking and human centred design (HCD) to solve complex client challenges by re-designing the human experience back into every product and service.

Our process assists our clients to translate the ‘voice of the customer’ into additional revenues by designing products, services and delivery mechanisms which their customers really need and want.

We have a portfolio of numerous successful product and service concepts for clients in Africa, Europe and the Middle East, based our unique approach to HCD and Design Thinking.

Our approach to business and design is equally effective in setting up corporate incubator structures and sourcing the product and service opportunities within them.

We maintain a strong presence in the EMEA corridor with dedicated hubs in Cape Town, Johannesburg, Nairobi, Kampala, Berlin and Dubai.

From Patterns to Products

Keeping the Voice of the Customer alive

Our approach to problem solving and innovation is rooted in advanced design thinking techniques, and human centred design (HCD) based ethnography or ethnographic research. Our approach looks at the future of entire industries or specific product or customer experience challenges.

Our human centred design HCD based ethnographic research explains real client behaviour and perspectives by adding a rich layer of ‘high-fidelity’ data to the client persona. This empathetic understanding enables us to innovate relevant new products, services and solutions or change existing ones to suit the newly discovered customer needs.

We have a proven ability to convert research findings into testable products and services and have a successful track record of setting up corporate incubators for enterprise and supplier development. You need to select a team who can demonstrate research depth and implementation success.

How we can help you

We work with clients to:
  • Make Innovation happen successfully within their organisations by
    • Setting up lean and effective Innovation Structures
    • Incorporating knowledge transfer of learnings into the innovation system
    • Placing guardrails on either side of the innovation effort to de-risk the project
    • Minimising the Innovation Concept to Cash Payback Lifecycle
  • Provide insight research to future proof their role in their industry
  • Apply Advanced HCD and Design Thinking techniques to co-create profitable products, services, customer interactions and business models
  • Design Thinking Training and Design Thinking Courses for companies and departments (Design Thinking Training offered in Johannesburg, Cape Town, South Africa, Dubai, UAE and Middle East)
  • Proven Design Thinking Immersions to solve targeted client challenges
  • Design Thinking Facilitation and knowledge transfer workshops by top Design Thinking Facilitators
  • Conduct Ethnographic research to uncover the “voice of the customer” insights
  • Set up of corporate incubators for BEE transformation and enterprise and supplier development
  • Innovation Capability and Readiness Audits
  • Adapt products, services and business models for foreign companies entering the African market

Corporates and Innovation

“Innovation” appears as a a strategic priority in many a corporate strategy. The intentions are there but many corporates lack the ability to execute successfully on this ambition.

Latest research from the University of Stellenbosch’s “The South African Management Index Report 2015 / 2016” confirms that almost all managers surveyed, view innovation as a critical differentiator for their organisations, and more than 85 % agree that both competitive forces and stakeholders are compelling their organisations to become more innovative.

While 78 % of managers concede that innovation objectives appear in their organisations’ business plans, less than 70 % believe that their organisations have the right skills, processes and environments in place to ensure innovation success.

At Future by Design, we are experts at the process of innovation and have a proven ability to reduce the cost of preventable mistakes, and minimise the time from Concept to Cash payback of the innovation effort.


Our Team

A multidisciplinary team of Innovators and Business Professionals

Iain Bryant

Business and Product Innovation

IB 3

Ulrich Meyer-Hoellings

Design Thinking and HCD


Andrew Purnell

Ecocentric End-to End Design

Please give us a call

How Can We Help You ?

Address: 130 Strand Street, Cape Town, South Africa

Calls: +27 83 445 1111 or +27 (71) 6733000 | Inbox: info @ futurebydesign.co.za


Contact Us

Future by Design in the Field