Strategic Design Process
Building on Insights
Crafting What Markets Necessitate

Strategic Design Process

Strategic Design is both a philosophy and a methodology—an elevated approach that merges core design expertise with insights from the human sciences, technology, and business strategy.

At Carelli Design, our strategic design process is defined by three guiding principles:

Multi-Disciplinary: We integrate diverse perspectives—people, technology, and business—to ensure holistic, balanced solutions.

Research-Based: Every decision is backed by facts, data, and real-world observations, not assumptions.

People-Focused: We prioritize solutions that are not only technologically feasible, but also desirable from social, cultural, and personal perspectives.

Five Phases of the Carelli Strategic Design Process

Orientation Phase: We begin by clearly defining the problem our client seeks to solve. Together, we establish project goals, key concerns, desired outcomes, and build alignment between the core project team and client stakeholders. This phase includes scope definition, team assembly—including external specialists where needed—and identification of critical research sources. We immerse ourselves in the client’s brand, products, industry landscape, and customer needs.

Analysis Phase: This phase involves rigorous investigation into the opportunity space. We evaluate market dynamics (including competitive analysis), technical constraints, feasibility factors, and business objectives to identify opportunities and define boundaries.

Concept Exploration Phase: Building on insights from the orientation and analysis phases, we synthesize knowledge into actionable design directions. This is the creative problem-solving stage—where ideas take shape through concept development, iteration, and collaborative feedback.

Finalization Phase: We translate concepts into fully resolved solutions. Deliverables may include: Engineering specifications, Material selections and manufacturing processes, Visualizations and physical mock-ups, Functional prototypes and sample runs, Supplier and vendor recommendations.

Evaluation Phase: We assess results through a collaborative review process involving internal team members, clients, and research/marketing specialists. Evaluation often includes the production of multiple product samples for use in market research, pilot launches, or strategic testing prior to full deployment.

More about our Multi-Disciplinary Teams and Global Research.