What is Design Strategy?
Design Strategy is a way for a company to identify, claim, and act on a business opportunity. To build and enact such strategies requires a very eclectic mix of people with backgrounds in design, business, technology, social sciences who works together in a very flat organization. Roundtable-esque, if you will. Attempt to take every team member’s different perspectives and bring them together around a cohesive idea. It’s about using the multidisciplinary view and figuring out what the right solution is between all the different tensions that exist out there. A good design strategy is Actionable. You look at it and know what to do next; the project plan is intuitive. In the course of ideation and inquiry, you end up with the Insights instead of the Ideas, whereupon the knowledge about the customer is deeper, but the question of what to do next looms. An Insight is a really good Question – An Idea is a really good Answer. So even the best consumer insight is really only a question. Oh th
