Consistent Design Must Have Top Priority.
As part of its new brand appearance, home technology manufacturer Stiebel Eltron also recreated the physical and digital product experience, working together with the design and innovation studio Phoenix Design. The current challenge consists in rolling this out globally across all product categories – from flow heaters via heat pumps all the way to ventilation systems – and to also include digital services like the MyStiebel app. “Here, Visual Design, Product and Interaction Design all play a major role,” says Claus Kroll-Schlüter, Head of Marketing at Stiebel Eltron. The company does not employ its own designers, but the cooperation with the Phoenix Design team is very close – with Design Business Manager Claudia Tietge as the main contact and responsible person for this key account. Together, they are working specifically on realising an easy operation of the products.
Apart from the Head of Marketing, the most important contact for the agency is Stephan Pähler, Head of Product Management. Together, strategic goals are determined in order to establish the design language across the entire company. The respective project teams on both sides are working as partners, for everything needs to interlock seamlessly: “Product management, design, development and marketing – they all have to share the same goal and agree on the respective processes in order to realise a project like this,” explains Claudia Tietge. Creating an holistic, user-focused brand experience across all products and platforms requires a comprehensive way of thinking and acting that takes all products into account – and it calls for bringing the people involved together over and beyond the project at hand. “For this, C-level management support is fundamental,” say Tietge. “For consistent design to be filled with life across all departments and project teams, it is important that Management stands up for the project 100 per cent and clearly communicates its importance for the company as a whole. Consistent design must have top priority.”