The purpose of the Design DNA is to unify Coloplast's diverse portfolio of brands, which consists of a range of products that serve very singular functions designed to cater to specific user needs. It outlines a unified design approach to create products with a clear Coloplast identity that deliver reliable and consistent user experiences. As opposed to a step-by-step manual, the value in the Design DNA is a common foundation that enables everyone in the development process to think and design in the Coloplast way. It is embedded in the Coloplast culture and exists to help not only designers, but everyone concerned with product creation.