Grand Rapids, MI – July 20, 2010 – A future-facing design and business partnership is already proving to be impactful for True Textiles and People Design. During NeoCon last month in Chicago, when True Textiles debuted its radically minimalist Merchandise Mart showroom, conceived and executed by People Design, it attracted four times the traffic that passed through the True showroom in 2009. This is the first of many indicators of transformation for True. The company is poised to change the game with People Design as a key partner.

“We didn’t want a firm to just design a logo. We needed a strategic partner to help surface customer needs and determine the overall positioning,” said Rob Harper, president of True Textiles. “People Design can apply design principles in a business sense. The team is amazing.”

The new strategy for True Textiles includes evolving the Guilford of Maine brand, known in the contract furniture industry as market leader in panel fabrics. True engaged People Design to help determine the viability of the Guilford of Maine brand and consider expansion into other markets. For True, looking outside the company for this kind of direction was a first. People Design led executives at True Textiles through a critical strategic process using a unique design thinking method. Through empathic research of new audiences, the firm introduced a point of view with which True was not yet familiar. Key customer insights, along with intensive experience design planning, have surfaced opportunities for creating new sources of value for the company.

“Companies need a clear vision of their future, and be willing to explore new avenues in a changing market” said Kevin Budelmann, president of People Design. “From the beginning, the leadership at True Texiles was ready to take some big steps. Our People Design Framework bridges innovation management, business fundamentals, and customer experience strategy. True immediately saw the value in our approach and results of our work.”

True Textiles and Guilford of Maine have a strong heritage to build upon, and continue to demonstrate market leadership. As Roger Martin, author of The Design of Business, says, “Design thinking has ignited the business world.” True Textiles clearly understands the value of design thinking, and their collaboration with People Design will continue to create value as they innovate.
  

About True Textiles

Based in Grand Rapids, Michigan, True Textiles manufactures beautiful, functional fabrics that have a positive, enduring impact on the people and places they touch. True Textiles provides solutions that bring added value to its customers and is committed to delivering exceptional products through increasingly sustainable design and manufacturing processes. For more information, visit www.truetextiles.com  .

About People Design

People Design transforms businesses by helping them conceive and produce innovative customer experiences. We work with leaders to find new sources of value through insights into customer behavior and customer experience strategy. Then we design tools to support the touchpoints between the business and its customers. Rooted in empathy for people, our work results in smart strategies that connect our clients with their customers and foster loyalty. For more information, visit www.peopledesign.com. Our new book is available Fall 2010.

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