The Feature Innovation Service is a method, based on either study results or existing patents in the field and brings up fresh ideas for the developing product. Throughout this service, the structured idea generation is supported by documentation.

This ensures that additional innovative features are explored in an early phase of the client's product development trajectory. A good aspect is that there will not be any surprises later on, or overlooked quick wins or missing blind spots. Breakthrough solutions are found often for clients, and proved to be useful after the conceptual product development.

By using this structured method, a form of root cause analysis, highly complex technical sub problems are solved practically and particular solutions are recommended above others. It is for the client to decide, what features will end up taken to next level in the design.