Interviews and research show what people need and will pay for.
Costs, price and margin, before money goes into building.
Agree the smallest product that proves the idea.
A roadmap from launch to the next versions.
Product Strategy & Design
A clear product plan before money goes into building.
We help you turn an idea into a defined product: who it is for, what it must do, what it should cost to make, and the order in which to build it.
What you get
01A written product briefUsers, problems, features and constraints set out in one agreed document.
02Clear requirementsWhat the product must do, measured in terms engineers and suppliers can work to.
03A staged roadmapWhat to build first, what can wait, and what each stage should prove.
How we deliver
Four stages, each ending with something you can see and review before the next one starts.
01
Listen
We learn your goals, market, budget and any work already done on the idea.
02
Research
We test assumptions with likely users and look at how the need is met today.
03
Define
We write the brief and requirements and agree them with you line by line.
04
Plan
We set out a staged roadmap with the decisions and checks needed at each stage.
What we buildOur product strategy capabilities
User and market research
Interviews and desk research to confirm who will buy the product and why.
Discuss thisConcept development
Several product directions sketched and compared before one is chosen.
Discuss thisRequirements definition
Functions, performance targets and limits written so they can be tested later.
Discuss thisFeature prioritisation
Separating what the first version needs from what can follow in later releases.
Discuss thisCost and feasibility review
An early view of parts cost, technical risk and whether the idea can be built.
Discuss thisUser experience design
How people will set up, use and care for the product, mapped step by step.
Discuss thisProduct roadmap
A sequence of releases tied to business goals and the budget you have.
Discuss thisTechnical architecture
How hardware, software and any connected services fit together at a high level.
Discuss thisDefining a first product for a services company
Say a facilities firm wants to sell a device that monitors room conditions to its clients, but has no product team and is unsure what the first version should include.
A typical first projectAnimated illustration
A first phase could cover
We agree scope with you before work starts. For this kind of request, a first phase usually covers:
- Interviews with a small group of clients about what they would pay for
- A product brief and testable requirements for a first version
- A cost estimate and a roadmap for the next two releases
A typical project, described to show the shape of the work. It is not a specific client.
Scope something similarThe technology we build with
We pick tools around your existing systems, your team and how the product will be run.
Research and planning
MiroNotionAirtableGoogle FormsJira
Design and prototyping
FigmaFigJamSketchAdobe IllustratorFramer
Analysis
Microsoft ExcelGoogle SheetsPower BITableau
Where this applies
The same engineering, shaped by the rules and realities of each sector.
Manufacturing
Shaping new product lines and deciding which variants are worth producing.
Healthcare
Defining device and app requirements early, with patient safety and regulation in view.
Retail and e-commerce
Planning own-brand products around what customers already ask for.
Energy and utilities
Scoping metering and monitoring products to fit field conditions.
Logistics and supply chain
Defining tracking devices and apps around real warehouse and fleet routines.
Public sector and education
Setting clear requirements for products bought through formal tenders.
Frequently asked questions
How is the cost agreed?
It depends on how much research and definition the product needs. We discuss your idea first, then propose a fixed scope for this stage so you know what you will receive before work begins.
We only have a rough idea. Is that too early?
No. This stage exists for rough ideas. Starting here usually costs far less than changing a design once tooling or code is underway.
Who owns the product brief and designs?
Ownership is set out in the contract. In most cases the client owns the brief, requirements and design work produced for the project.
Do we have to use you for development afterwards?
No. The brief and roadmap are written so that any capable team can build from them. Many clients do continue with us, but that is your choice.
Another question? Email hello@hoki.co
Talk through your product idea
Tell us what you want to make and for whom. We will suggest a sensible first step.
Start a project
Tell us what you want to build.
Share a few details about your product strategy project. We will reply with questions and a suggested next step.
- What problem you want solved
- What you already have in place
- Any timing or budget you are working to
Start a project
Tell us what you want to build
A few details help us bring the right people to the first call.
Thank you.
Your enquiry is with our team. Here is what happens next.
1We read your enquiry and bring in the people best placed to help.
2We reply by email to arrange a call at a time that suits you.
3On the call, we agree a clear next step, with scope and cost.
More in Product Development
Hardware Development
Electronics, devices and integrated hardware
OpenConsumer Product Development
Design and development of market-ready physical products
OpenIndustrial Design
Form, function, materials and product experience
OpenPrototyping & Validation
Proof-of-concept, functional prototypes and testing
OpenEmbedded Systems & IoT
Firmware, sensors, connectivity and smart devices
OpenManufacturing & Production
DFM, tooling, sourcing and production support
OpenProduct Launch & Scale
From production readiness to commercial rollout
Open