Definition: Strategic Design
Strategic design is about asking questions before designing, about strategically arranging and preparing. Whereas the traditional design approach is concerned with the results of the design, strategic design focuses on identifying problems and creating solutions before the actual manifestation of the product or service, a shift in focus that will very often reveal new opportunities.
(http://www.indexaward.dk/2007/default.asp?article=1481&id=708&Folder=1271)
There is a very clear distinction between two different levels of exercising design: A performance level and a strategic level. The performance level is dominated by the practical design discipline, e.g. industrial design, furniture design, graphic design, interaction design, packaging design and many more. The strategic level is about planning, leading and using specific designer skills to gain increased value in corporations and organizations.
Too often, design is defined only as visual and aesthetic problem-solving or communication. In other fields and contexts, design might only refer to fashion design or interior design. However, recognition of the similarities between all design disciplines shows that there is a larger definition of design at a higher level.
Industrial products and graphics are certainly outcomes of the design process, but they do not begin to describe the boundaries of the playing field of design. Just think of the Internet: several organizations, logistics systems and computer software – all engineered AND designed. Overall, organizations need to take design thinking seriously.Let us be clear: design should not be considered just a shaping discipline. In fact, design can just as well be viewed as an advanced planning tool that builds on the designer's ability to give form and visualize, as well as prototyping and user insight.
Strategic design means simultaneously controlling product design (product, families of products, shape, function, materials, colors, ergonomics, user interface, etc.), graphic design (corporate identity, company publications, events, packaging, promotions and advertising), Web design (Internet, intranet and multimedia), environment design (factories, offices, showrooms and retail stores), management processes, and business models – in other words, it is the wise orchestration of all the assets a company has at its disposal.
(http://www.indexaward.dk/2007/default.asp?article=1481&id=708&Folder=1271)
There is a very clear distinction between two different levels of exercising design: A performance level and a strategic level. The performance level is dominated by the practical design discipline, e.g. industrial design, furniture design, graphic design, interaction design, packaging design and many more. The strategic level is about planning, leading and using specific designer skills to gain increased value in corporations and organizations.
Too often, design is defined only as visual and aesthetic problem-solving or communication. In other fields and contexts, design might only refer to fashion design or interior design. However, recognition of the similarities between all design disciplines shows that there is a larger definition of design at a higher level.
Industrial products and graphics are certainly outcomes of the design process, but they do not begin to describe the boundaries of the playing field of design. Just think of the Internet: several organizations, logistics systems and computer software – all engineered AND designed. Overall, organizations need to take design thinking seriously.Let us be clear: design should not be considered just a shaping discipline. In fact, design can just as well be viewed as an advanced planning tool that builds on the designer's ability to give form and visualize, as well as prototyping and user insight.
Strategic design means simultaneously controlling product design (product, families of products, shape, function, materials, colors, ergonomics, user interface, etc.), graphic design (corporate identity, company publications, events, packaging, promotions and advertising), Web design (Internet, intranet and multimedia), environment design (factories, offices, showrooms and retail stores), management processes, and business models – in other words, it is the wise orchestration of all the assets a company has at its disposal.
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