There is little in-depth research that can assist designers to use culture as a catalyst for designing innovative products within Botswana's context. The concept of culture and design are intertwined, thus modifications stemming from cultural evolution both reflect and determine developments in design. The paper discusses an experimental design approach conducted at the University of Botswana and participants' challenge was to transform and encode socio-cultural factors into product design features. The paper concludes by discussing a model which has shown one way concerning how to consciously specify, analyse and integrate socio-cultural factors in the design process.