Crafts and Tools

Digital lifestyle has shadowed handicraft activities

The magic and power of tools and self-designing crafting things and with your own hands is deeply rooted in our cultural roots. Whether as a professional or a DIY “craftsman”.

However, this kind of “making” has become less and less attractive in everyday life over the last decades. With digitization, craftsmanship, effort, work style and physical exertion in “crafting” have falling behind in comparison to other activities. DIY has lost some of its magic.

Craftsmen are notoriously “in short supply” – but the number of private “makers” is also declining.

Customer centricity and cross-channel interactions merge analog and digital lifestyles in a productive way to create new solutions. This is happening across many industries.

Re-motivating consumers to design and make their own creations is vital for both, manufacturers and stores. The process of transforming their traditional business models to address the digital age is in full swing.

Today, customers are “picked up” where and how they live. Their “ecosystem” becomes the basis for the realignment of business models.

Co-creation in progress

This opens up a wide range of roles in the process to customers: which they can take on and change according to their needs, preferences and individual ecological and sociological needs. They can individualize and build themselves or in cooperation with the store.

Social media, online order, digital planners for bathrooms, kitchens or gardens, or home-made furniture interweave analog with digital and home shopping prior to store visits.

Customers can implement the steps from the idea, concept, planning, material selection and ordering alone or, optionally, conjointly (DIY, DIT, DIFY).

With flexible options: customers can order “finished products” such as furniture and accessories for interior decoration from a furniture store online.


  • UX: functionality, handling and materials of tools in business and private sector
  • Ethnography
  • Social listening and customer service and feedback studies
  • Basic studies on the motivation of craft activities
  • Cooperation Formats Users – Manufacturer / Market
  • Cultural drivers for the design of the offers
  • Concept and campaign tests
  • Project-specific: individually tailored research designs