Developing Relevant Products
Book Release

How do products come into being that truly make a difference? This book explores how ideas are transformed into products that people genuinely need. It demonstrates how, through a structured development process, user needs are thoroughly understood and translated step by step into innovative solutions that can also achieve commercial success.

The book guides readers through the key stages of user-centred product development - from defining objectives and conducting research to concept development, design, optimisation and market launch. It shows how interdisciplinary teams can think, create and make decisions together, offering clarity in the face of complexity and opening up new options when progress begins to stall.

The book is available at BoD and the Thalia Shop (German only).

This book is aimed at anyone professionally involved in product development - whether in design, engineering or a leadership role. It presents a clear process model, proven methodological approaches and practical strategies for tackling common challenges, drawing on many years of experience in teaching, consultancy and product design.

It provides concrete tools for developing products that are technically compelling, commercially viable and, above all, so relevant that they do not merely convince people, but truly inspire them.

Gert Trauernicht is an industrial designer, Professor of Industrial Design at the University of Wuppertal and co-founder of the innovation agency Squareone in Düsseldorf. In his academic role, he teaches on both the Bachelor’s programme in Industrial Design and the Master’s programme in Strategic Product and Innovation Development. As a consultant, he supports companies in developing sustainable innovation strategies and translating them into market-ready products, often within the framework of long-term development mandates. Whether acting as a sparring partner to senior management or working alongside interdisciplinary teams, Gert Trauernicht represents a systematic, user-centred approach to innovation that understands design as an integral part of corporate strategy.

His international experience - including appointments as Visiting Professor and Design Consultant in Seoul, and as Director of Industrial Design at Design Continuum in Boston - has sharpened his awareness of cultural and market-specific differences. Products to which he has contributed have received numerous international design awards.