The desire to develop a new product can have various reasons. This could be to fill a new need, or to fill a gap in another product portfolio. It is also possible that a successful existing product needs an upgrade, for example to a more sustainable design and a circular implementation.

Basten Leijh enters into a process with the client, which consists of a number of logical steps:

An 'immersion session' is held
Basten Leijh visits the client's company at every level that influences the product to be made and the related choices. Suppliers can also be visited to share their knowledge with them in the process and to see how sustainably they work. With the collected information, Basten Leijh comes to the table with the various stakeholders within the company who are concerned with the new product. The first discussions are held around the table to determine where the needs, opportunities and possibilities lie.

Drafting a design brief
After the first consultation round, the client draws up a design brief together with Basten Leijh as product designer. This describes in general what design wishes exist, what the product must comply with and what functionalities the product must have. This design briefing functions as a coat rack on which the next steps are hung.

Creating a 'go to market' plan
The third step is to create a 'go to market' plan. The marketing department draws up this plan in close collaboration with Basten Leijh. This plan determines whether there is a need for the new product to be developed and, if so, how great this need is.

The right sales channels are determined
When the 'go to market' plan shows that there is sufficient need for the new products to be developed, Basten Leijh determines the sales channels in consultation with the sales and marketing departments. It is precisely by conducting thorough research in the preliminary stage into the future reception of the new product and in which places the product should be available that the development process is validated.

Mapping feasibility of engineering
In this phase, Basten Leijh looks at the production method, the technical feasibility in relation to the design, possibilities for scaling up production and the cost price is determined. This is done in close cooperation with the client's team.

Product design
It's time! When all lights are green, the design of the product is started. In this phase, Basten Leijh works together with the engineering department and the product design department of the client.

Detailed design prototyping
The design resulting from the previous phase is refined in this step. The detailed design, which is created in consultation with the engineering and product design departments, is made as a prototype after approval.

Feedback from the market, implementation of improvements
The prototype of the product is presented to the market. The feedback that comes back is assessed and any resulting improvements are implemented. This leads to the final design for production. This phase too is entered into with the client's engineering and product design departments.

Production starts
In this phase, Basten Leijh supervises the product manager for the start-up of the production process.