Involving users is a central part of HDNA. In every phase, hypotheses – in form of concepts, or prototypes – are tested with users. This continuous validation ensures that we don’t just talk about users – we develop with them.

Not necessarily. HDNA is modular – each project starts where it will have the greatest impact. Sometimes a compact Ideation phase is enough to test existing ideas; in other cases, a deeper Strategy phase makes sense to establish a shared understanding. Where we begin is something we determine together in an initial consultation.

HDNA combines strategic thinking with user-centered working. While many processes are discipline-oriented, HDNA views product development as a holistic learning process that integrates all key roles into the creative workflow. In every phase, assumptions are systematically tested, decisions are based on evidence, and new insights are directly fed into the next iteration. The result is a clear, iterative framework that fosters both creativity and practical implementation.

The structured flow provides clarity and orientation – the team always knows what needs to be done, when, and why.

HDNA is made for everyone driving product innovation – business and product owners, innovation managers, and product leads. It doesn’t matter whether you’re just getting started or already deep in the process.

Through our work, we help teams adopt a more user-centric approach and establish processes that continue to deliver value long after our involvement ends.

HDNA is our way of working. It’s HelloDigital’s DNA that underpins every project we take on. Structured around four key phases – Envisioning, Strategy, Ideation, and Detailing – it covers all major steps of early product development.

In the Envisioning phase, we define the field of action. In Strategy, we determine the direction for the solution. In Ideation, we test whether our concepts resonate with users. And in Detailing, we lay the groundwork for rapid implementation.

By continuously testing our assumptions throughout each phase, we ensure that we create products that truly matter to users – and deliver tangible business impact.

We work closely with business and product owners, innovation managers, and product leads. Depending on the project, we also collaborate deeply with designers, developers, marketing specialists, or customer experience teams. HDNA works best when all relevant perspectives – user, business, and technology – are brought together at one table.

Stakeholders are brought in early to make existing knowledge, expectations, and business goals transparent. Through joint workshops, regular check-ins, and clear decision formats such as our Loop Session, we ensure that all key people are aligned and engaged – without slowing down the process. This creates alignment and genuine buy-in across the organization.

In the Detailing phase, all work packages are prepared so they can move straight into implementation. We define concrete next steps, clarify dependencies, and prioritize actions based on effort and impact. That means HDNA doesn’t end with nice concepts or “colorful slides” – it ends with a realistic plan for execution.

Absolutely. HDNA is designed to work remotely, hybrid, or on-site. We use digital tools for workshops, testing, and documentation – and combine them with in-person sessions when helpful. What matters most isn’t the format, but working together toward a shared goal.

In a free sparring session, we’ll take the time to understand your project – and find out what it really needs.

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