This document discusses an integrative design approach for plant breeding to develop more productive, resilient and consumer preferred crop varieties. It aims to address challenges of feeding a growing population with limited land and climate change by combining tools from social and biological sciences. The approach involves profiling user groups, analyzing preferred traits and current varieties, evaluating germplasm, identifying high priority traits for different environments, and combining traits through breeding to develop novel varieties that meet user needs. It provides examples applying this approach to breeding common beans and potatoes in Africa to improve traits like yield, disease resistance, nutrition and abiotic stress tolerance.