Johan brings a valuable outside perspective and a design process built on a deep understanding of people’s needs, behaviors, and everyday lives. Together, we combine IMA’s extensive experience in product development with Johan’s design expertise to create solutions that are relevant, practical, and sustainable over time.

“Everything exists in symbiosis—everyone within the company brings different perspectives on challenges and opportunities. Through our collaboration, I can benefit from your viewpoints, while I, as an external partner, can contribute with a fresh outside perspective,” says Johan Skoogh.

The collaboration spans the entire development journey—from strategic discussions and needs analysis to concept development, prototyping, and finished products. One of its strengths is that different areas of expertise are involved early in the process, creating a deeper understanding of both user needs and the opportunities to address them.

“At IMA, I have been involved throughout the entire process—from strategic decisions to product development and launch. It is a highly effective way of working because it provides a deeper understanding of the challenges being addressed from an early stage,” Johan explains.

An important part of the work involves visualizing ideas early and continuously testing solutions together with users. Through sketches, models, and prototypes, valuable insights can be gathered long before a product reaches the market.

“The initial reactions and thoughts about a product often provide extremely valuable insights that can be carried forward in the development process. More often than not, these insights become guiding principles for the project’s continued development,” says Johan.

For Johan, successful design is not about creating something new simply for the sake of novelty. Innovation only occurs when a solution genuinely makes a difference for the user.

“An innovative product is one that solves a problem in a new way that is both elegant and simple. It is important not to create something new just for the sake of it, but to ensure that the intended purpose is fulfilled with the lowest possible level of complexity.”

The collaboration is also a key part of IMA’s long-term commitment to the Better Space Initiative (BSI), where the goal is to develop products and solutions that create better environments and improve everyday life. By combining strategic thinking, user insights, and design expertise, we create a process in which innovation can grow in a structured and sustainable way.

When Johan describes what makes the collaboration successful, he returns to a shared driving force—the desire to continuously improve and evolve.

“Working with people who want to create change and who have a clear vision of making things better is a very good recipe for a positive and productive working environment,” he says.

Together, we continue to explore new possibilities, challenge established solutions, and develop products that simplify everyday life, create value for users, and contribute to a better future.