4. Integrate an attractive design

Consistent with your extension strategy, you need to propose a design that is acceptable to a mass market. This means analyzing the trends and "codes" in your target sector (e.g. sports, automotive) and positioning your product judiciously in relation to them. This is the role of an industrial designer, an indispensable player in your design process. He or she has the methodological tools to characterize the existing situation and propose an innovative design. While most of today's technical aids have a cold appearance and evoke the medical world, the industrial designer will be able to select one or more strong mass-market trends and incorporate them into the design of your product.

The designer's work will include the following steps:

• monitor existing products, for example in the field of sports equipment or small...