Read about my vision and expertise.


‘Use the force’

I believe that experience design should use the same philosophy as playing judo. A design problem merely is a problem because the energy is directed towards the wrong direction, like your opponent in a judo fight. The art of judo is to redirect this energy to turn it into the solution, use the power of your opponent to get him to the ground.


In the design field you see a lot of design solutions I call fixes. If, for instance, you don’t want users to burn themselves using your iron, you can ‘fix’ this by designing all kinds of protection preventing people from burning themselves. But an iron is required to be hot and if people forget this because of all the protection they will burn themselves really bad sooner or later.

While if you design an iron that becomes red when hot, people will  be warned in the first place and less accidents will happen while the problem isn’t hidden but part of the solution. That is why I always use this judo principle in my designs.


Preferred design approach

Whenever possible I  use my expertise and the following design steps to come to a qualitative experience design for each product.

1. Executing user-centred research

To be able to make an experience that fits your target group, you should ask or observe them. Organizing ‘contextmapping’ or ‘co-creation’ sessions is a possibility, but also doing observational research is a good way to get to know more about your target group

2. Framing the design problem

A lot of successful products could be designed since they answer the right design problem. Therefore I find it important to carefully frame a design problem in order to make sure we are solving the right problem in the right direction. (see also ‘use the force’ in the left collumn.)

3. Experience design

We now know what the drive of our target group is and what the direction of the design solution should be. I can then design multiple concepts and test them with the user groups. Using iterative design rounds this design solution becomes better and better.

4. Design visualisation & presentation

Experience design can be difficult to explain in words. Therefore I find it important to be able to visualise every experience. This makes it possible to present the designs to both users and clients in every design phase.

5. Team leadership

Spotting and using peoples’ talents for a project is very important for the quality of the final product. I always look closely at people’s talent in order to put them on the right job.

6. Efficient realisations

Due to my industrial design background I learned that you can always find clever solutions that save time and money while it does not influence the experience of the product itself.


Resumé Sven Lentz

My online resumé can  be found on Linkedin. View my profile or check out my network: