Are you ready to launch your new product into the market, but feeling overwhelmed by the sheer number of marketing strategies available? Fear not! In this blog post, we will reveal six design-thinking secrets that will help you create a killer marketing strategy for your new product launch. By understanding your target audience and putting yourself in their shoes, these tips will enable you to craft a unique and irresistible marketing plan that captures attention and drives sales. So buckle up and get ready to learn how to design a winning marketing strategy that sets your new product apart from its competitors.

What is design thinking?

Design thinking is a process for creative problem solving. It is a way of thinking and working as well as a toolset that designers use to solve complex problems. Design thinking has been used in fields such as architecture, engineering, product design, and urban planning.

The process of design thinking begins with understanding the problem from a deeply empathetic perspective. The designer then generates ideas to solve the problem. These ideas are then prototyped and tested. The feedback from testing is used to improve the design. This cycle of generating, testing, and improving continues until the best possible solution is found.

Design thinking is often used to create new products or services. It can also be used to improve existing products or services. For example, if you were redesigning a website, you would use design thinking to understand the needs of users, generate ideas for how the site could be improved, prototype different designs, and test them with users.

The 6 secrets of design thinking

what is design thinking in the context of a marketing strategy for a new product launch

  1. The first secret of design thinking is to start with the customer. You need to understand their needs and wants before you can start designing a product or service that meets their needs.
  2. The second secret of design thinking is to think about the user experience. This includes everything from how easy it is to use your product or service, to how enjoyable the experience is.
  3. The third secret of design thinking is to focus on simplicity. This means making sure your product or service is easy to understand and use, and that it has a minimalistic design.
  4. The fourth secret of design thinking is to think about branding and marketing from the start. Your product or service needs to have a strong identity that will appeal to your target market.
  5. The fifth secret of design thinking is to be flexible and agile in your approach. Things change, and you need to be able to adapt quickly in order to stay ahead of the competition.
    Read more: benefits of business agility
  6. The sixth and final secret of design thinking is always to test and iterate on your ideas. You need to constantly be testing new ideas and making improvements based on feedback in order to create the best possible product or service

Read more: What is the importance of design thinking?

How to apply the 6 design thinking secrets to the marketing strategy for a new product launch

design thinking secrets to the marketing strategy for a new product launch

To apply the design thinking principles to create a successful marketing strategy for a new product launch, you can follow these steps:

  1. Empathize with the target audience: Empathy research is a critical component of developing a successful marketing strategy for a new product launch. It involves understanding the needs, wants, and pain points of your target audience. Empathy research can help you develop messaging that speaks directly to your target audience. By understanding their pain points, you can create messaging that addresses their specific challenges and resonates with them on an emotional level. To use empathy research in your marketing strategy, you can conduct surveys, interviews, and focus groups with your target audience to understand their needs and preferences. You can also analyze social media platforms and online forums to see what people are saying about similar products in the market. Also, try to be empathetic and put yourself in your ideal customer’s shoes to think about how and where they would like to experience and learn more about your product. This will help you create a marketing strategy that meets their needs and resonates with them.

    Suppose you’re launching a new fitness tracking device. You can empathize with your target audience by conducting surveys or interviews to understand their fitness goals, daily routines, and pain points with respect to their fitness journey.
  2. Define the problem: Once you have a good understanding of your target audience, define the problem that your product plus marketing communications are trying to solve. This will help you create a clear and compelling value proposition that resonates with your target audience.

    Using the same example of a new fitness device launch, you may discover that your target audience struggles to stay motivated to exercise consistently. Your problem statement could be: “How might we help people stay motivated to exercise regularly?”. Then, craft marketing strategies that show how the fitness device will help customers up their fitness motivation levels.
  3. Ideate: Brainstorm ideas for how to market your product effectively. Consider different channels and messaging that will resonate with your target audience. Use the diversity of your team to come up with a wide range of ideas. This is one of keys to a killer marketing strategy for a new product launch.

    In the fitness tracking device example, some potential solutions could be creating a social media campaign that showcases real people’s success stories and progress using the device. Another idea could be to offer personalized training programs based on their fitness goals. You could also partner with fitness influencers to promote your device or create a referral program to incentivize existing customers to recommend your device to their friends.
  4. Prototype and test: Develop prototypes of your marketing materials, such as landing pages, ads, and social media posts. Test these materials with your target audience to gather feedback and refine your approach.
    For example, you could test a landing page that focuses on the features of your fitness device, one that emphasizes the benefits of using your device, and one that showcases real customer success stories. Test each version with a small group of your target audience and track metrics such as bounce rate, time on page, and conversion rate to determine which version resonates the most with your audience.
    You could test an email that emphasizes the importance of tracking your fitness progress, one that offers a special discount for first-time buyers, and one that features customer testimonials. Test each version with a small group of your email list and track metrics such as open rate, click-through rate, and conversion rate to determine which version is the most effective at driving sales.
  5. Collaborate: Involve cross-functional teams in the development of your marketing strategy for a new product launch. This may include designers, developers, sales and marketing teams and other stakeholders who can provide different perspectives and insights.

    For example, you could work with designers to create compelling visuals, or with developers to optimize your website for SEO. You could also collaborate with fitness experts to create engaging content and provide expert advice to your audience.
  6. Take action: Implement your marketing strategy for a new product launch and monitor its performance closely. Use data and feedback from customers to continuously improve your approach. This may include launching your device on your website and e-commerce platforms: Once you have a finalized product and marketing plan, make your fitness device available for purchase on your website and other e-commerce platforms such as Amazon.
  7. Embrace creativity and risk-taking: To stand out in a crowded marketplace, you may need to take creative risks with your marketing approach. Be willing to experiment with new ideas and approaches, and don’t be afraid to pivot if something isn’t working.

    For example, as your marketing strategy for a new product launch, you could:
  • Partner with a fitness influencer: Collaborate with a well-known fitness influencer to promote your fitness device. They can create engaging content such as workout videos, social media posts, and blog articles, showcasing your device in action.
  • Create viral challenges: Create challenges that people can participate in and share on social media using your fitness device. For example, a “30-day fitness challenge” where users can track their progress and share their results with others.
  • Use unconventional marketing channels: Consider using unconventional marketing channels such as TikTok, Snapchat, or Twitch to reach your target audience. Create engaging and interactive content that resonates with your audience and promotes your fitness device.
  • Host a fitness event: Host a fitness event where people can come and try out your fitness device, and participate in fun fitness activities such as group workouts and competitions.

    By embracing creativity and taking risks with your marketing strategy for a new product launch, you can differentiate yourself from competitors, generate buzz, and create a loyal fan base for your fitness device.


Design-thinking is an essential element of any successful product launch or marketing strategy. By following the six design-thinking secrets outlined in this article, you can ensure that your new product launch goes off without a hitch and helps to maximize profits for your business. Doing market research, understanding your target audience and creating compelling visuals are all necessary elements to consider when designing a killer marketing strategy for a new product launch. With these tips in mind, you’ll be able to create effective campaigns that will help drive sales and increase engagement with potential customers—so start planning today!

About the author

A Haryanvi by origin, an entrepreneur at heart and a consultant by choice, that’s how Ajay likes to introduce himself! Ajay is the Founding Partner at Humane Design and Innovation Consulting (HDI). Before starting HDI, Ajay founded the Design Thinking and Innovation practice at KPMG India. His 16+ years of professional career spans across various roles in product and service design, conducting strategy workshops, storytelling and enabling an innovation culture. He has coached 50+ organizations and 2000+ professionals in institutionalizing design and innovation practices. He loves to blog and speak on topics related to Design Thinking, Innovation, Creativity, Storytelling, Customer Experience and Entrepreneurship. Ajay is passionate about learning, writing poems and visualizing future trends!

We at Humane Design strongly believe in the human ethos and draw inspiration from humans and other elements of nature to design innovative solutions for organizations of all sizes. We will be glad to be your success partner. Email us your requirements at

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