Keen Design Unveils Its Updated Vision on Design

Value Driven Design

At Keen Design, we know that people turn to design to make things work better. For their users, their teams, and their organisations. That’s why we hold a clear conviction:

Design shall be accountable for the value it must create.

Since 2018, we’ve worked to embed Value Driven Design into our projects. With this update, we’re putting that principle even more firmly at the heart of our practice. Because a UX designer is only done when the design delivers. Not just outputs, but outcomes.

So, we're raising the bar. For ourselves, for our clients and for the people their products serve.

From Interface to Impact

In recent years, the world of digital product development has blossomed. Our clients are no longer simply asking for usable interfaces. They are looking for strategic design partners; teams that can:

• help align services with user needs
• build sustainable internal capabilities
• steer innovation with clarity and integrity.

We’ve always approached design as a system, not just a craft. One that connects strategy, people, markets and processes to deliver measurable results. Whether we are redesigning a dashboard for clarity, crafting a service blueprint for a municipality, or coaching an in-house design team, our goal remains the same:

to help our clients level up.

What this means for our clients

Value Driven Design is no longer just a principle behind the scenes. It’s an explicit part of how we work with clients, from intake to implementation. That means three things in practice:

• Design as a Strategic Asset – We help clients use design to align teams, guide decisions, and shape services. Not just to visualise the future, but to create the future.
• Design Execution: Output for Outcome. Deliverables alone don’t create impact. We structure our work to connect design outputs to business and user outcomes. So that what we make moves the needle.
• Value Baked into the System: We design with the system in mind: people, processes, tools, and constraints.

Value isn’t something added at the end. It’s embedded from the start, and sustained over time.

More to come

This vision continues to reflect our core belief: that high-quality design, applied with care and structure, can transform products, services, and organisations, and improve people’s lives.

We look forward to sharing more in the coming weeks, including case stories, design principles, and client conversations that inspired this step. Until then, we leave you with this question:

What might shift in your organisation if every project was guided with a coherent unified view of the value it’s meant to create, and for whom?

Want to learn more?

You can read up on Value Driven Design here:

• Our blog that goes deeper into what our updated vision means
• A page where we put everything together concerning Value Driven Design called An Introduction to Value Driven Design