Design strategy
Encyclopedia
Design strategy is a discipline which helps firms determine what to make and do, why do it and how to innovate contextually, both immediately and over the long term. This process involves the interplay between design
and business strategy, forming a systematic approach integrating holistic-thinking, research methods used to inform business strategy and strategic planning which provides a context for design. While not always required, design strategy often uses social research methods to help ground the results and mitigate the risk of any course of action. The approach has proved useful for companies in a variety of strategic scenarios.
Design strategy can play an integral role in helping to resolve the following common problems:
: 1953-1968) , Centre for Design Management - The London Business School, Stanford Joint Program in Design
and IIT Institute of Design
. Those in academia having a significant influence on the field include: Tomás Maldonado
(1921- ) at Ulm , Peter Gorb at The London Business School , Jay Doblin (1920-1989) at IIT and Rolf Fäste (1943-2003) at Stanford . MBA in Design Strategy at California College of the Arts.
)
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Design
Design as a noun informally refers to a plan or convention for the construction of an object or a system while “to design” refers to making this plan...
and business strategy, forming a systematic approach integrating holistic-thinking, research methods used to inform business strategy and strategic planning which provides a context for design. While not always required, design strategy often uses social research methods to help ground the results and mitigate the risk of any course of action. The approach has proved useful for companies in a variety of strategic scenarios.
Design strategy can play an integral role in helping to resolve the following common problems:
- Promoting the adoption of a technology (Example: Toyota designing the hybrid Prius to resemble the conservative Echo instead of making the Prius look high-tech and adventuresome)
- Identifying the most important questions that a company's products and services should address (Example: John Rheinfrank of Fitch Design showed Kodak that its disposable cameras didn't exist to replace traditional cameras, but instead to meet specific needs, like weddings, underwater photography and others)
- Translating insights into actionable solutions (Example: Jump AssociatesJump AssociatesJump Associates, commonly referred to as Jump, is a hybrid strategy firm with located in San Mateo, CA and New York, NY. Jump helps companies create new businesses and reinvent existing ones...
helped TargetTarget CorporationTarget Corporation, doing business as Target, is an American retailing company headquartered in Minneapolis, Minnesota. It is the second-largest discount retailer in the United States, behind Walmart. The company is ranked at number 33 on the Fortune 500 and is a component of the Standard & Poor's...
turn an understanding of college students into a dorm room line designed by Todd Oldham) - Prioritizing the order in which a portfolio of products and services should be launched (Example: Apple Inc. laid out the iPodIPodiPod is a line of portable media players created and marketed by Apple Inc. The product line-up currently consists of the hard drive-based iPod Classic, the touchscreen iPod Touch, the compact iPod Nano, and the ultra-compact iPod Shuffle...
+iTunesITunesiTunes is a media player computer program, used for playing, downloading, and organizing digital music and video files on desktop computers. It can also manage contents on iPod, iPhone, iPod Touch and iPad....
ecosystem slowly over time, rather than launching all of its pieces at once) - Connecting design efforts to an organization's business strategy (Example: Hewlett-PackardHewlett-PackardHewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, USA that provides products, technologies, softwares, solutions and services to consumers, small- and medium-sized businesses and large enterprises, including...
's global design division is focused most intently on designs that simplify technology experiences. This leads to lower manufacturing costs at a time when CEO Mark Hurd is pushing for cost-cutting.) - Integrating design as a fundamental aspect of strategic brand intent (Example: Tom Hardy, Design Strategist , developed the core brand-design principle ″Balance of Reason & Feeling″ for Samsung Electronics, together with rational and emotional attributes, to guide design language within a comprehensive brand-design program that inspired differentiation and elevated the company's global image.
Origins
Many schools have pioneered the thinking that has contributed to the theory and practice of design strategy, most notably The Hochschule für Gestaltung Ulm (The Ulm School of DesignUlm School of Design
The Ulm School of Design was a college of design based in Ulm, Germany.Founded in 1953 by Inge Aicher-Scholl, Otl Aicher and Max Bill, the latter being first Rector of the school and a former student at the Bauhaus. The HfG quickly gained international recognition and is now viewed as being second...
: 1953-1968) , Centre for Design Management - The London Business School, Stanford Joint Program in Design
Stanford Joint Program in Design
The Joint Program in Design is one of the professional schools of Stanford University, in Stanford, California. It is generally considered a leading design school in the United States. The school offers degrees in Mechanical Engineering and in Fine Arts/Design.-Background:The school was founded in...
and IIT Institute of Design
IIT Institute of Design
Institute of Design at Illinois Institute of Technology , originally founded as the New Bauhaus, is a graduate school teaching systemic, human-centered design.- History :...
. Those in academia having a significant influence on the field include: Tomás Maldonado
Tomás Maldonado
Tomás Maldonado . Argentine painter, designer and thinker, is considered one of the main theorists of the legendary ”Ulm Model”, a design philosophy developed during his tenure at the Ulm School of Design in Germany.-Biography:Born in the Argentine city of Buenos Aires, his artistic formation...
(1921- ) at Ulm , Peter Gorb at The London Business School , Jay Doblin (1920-1989) at IIT and Rolf Fäste (1943-2003) at Stanford . MBA in Design Strategy at California College of the Arts.
Practitioners
Several notable design-related consulting firms have made design strategy part of their overall practice.- Jump AssociatesJump AssociatesJump Associates, commonly referred to as Jump, is a hybrid strategy firm with located in San Mateo, CA and New York, NY. Jump helps companies create new businesses and reinvent existing ones...
- IDEOIDEOIDEO is an international design and innovation consultancy founded in Palo Alto, California, United States with other locations in San Francisco, Chicago, New York, Boston, London, Munich, Shanghai, and Singapore, as well as Mumbai, Seoul, and Tokyo. The company helps design products, services,...
- Tom Hardy, Verbal-Visual Framework
- LPKLPKLPK is an international design agency headquartered in Cincinnati, Ohio, USA with five additional locations in Geneva, Switzerland; Frankfurt, Germany; Guangzhou, China; London, England; and Singapore, Singapore...
- Elephant Strategy+DesignElephant Strategy+DesignElephant is a Strategic design and innovation consultancy based in Pune, India. The company helps in creating and developing brands, products and services for leading entities....
- Continuum (design consultancy)
- Ajenda Interactive Media
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