Good design is discovered in the process

We believe that when tackling complex problems, the process matters most. Our approach involves a mix of design skills and tools that help us discover opportunities, create compelling design responses, and deliver unparalleled results.

Take a closer look at our process below.


We start by developing a deep understanding of our clients’ needs. We do this by listening and asking lots of questions. Then we tackle the problem by visualizing it: whiteboarding, sketching, and journey mapping are some of the tools we use to help discover opportunities and create a strong foundation for success.

Tool Kit

CHOI Design Process
product design process


Once we’ve outlined our problem-solving strategy, we begin creating concepts. In this phase, we rapidly ideate: sketching, physical mockups, and stakeholder collaboration are key as we create and test our ideas.

Tool Kit


When we’ve honed in on the best design solution, we focus on bringing it into reality. Our experience harmonizing design and engineering allows us to deliver results that are as beautiful as they are manufacturable.

Tool Kit

Front Orthographic
Our Skills
Here are a few more of our services:

Industrial design


Brand development

We strive to use our skills to complement the needs of our clients. To learn more about how our skills can accelerate your project, get in touch with us at