Strategic Design
“In strategy it is important to see distant things as if they were close and to take a distanced view of close things.” – Miyamoto Musashi
As the world becomes more complex and more connected, markets more dynamic and competitive, and technology more changeable, businesses are in urgent need of those able to take on the job of generating unique value with creative vision and insight.
Design competences can help business to cross the gap between need and offer. The strategic role of design is now being recognized as crucial for organizations and nations; and more then ever, designers are being asked to be part in leadership teams. This represents new opportunities as well as new responsibilities for designers and only those capable of integrating the business, technology and customer factors into activities that complement one another will be able to make a difference. The Strategic Design paper is targeted at defining a program of study that makes students highly effective in today’s business environment.
The attempt to connect design and business is not a new thing; in fact, this is a field that has reinvented and renamed itself several times. The new thing is that, this time, the focus is not on the technology or on the designer, but on the user – which can be summarized in the following:
For whom we design precedes the question of what we design and what we design precedes the question of how we will implement it.
Therefore, the goal of this paper is to demonstrate the value and methods of strategic and human-centered design so the students can become leaders with power and influence to ensure that human-centered thinking drives product and service innovation. They need to be literate, capable of engaging not only about design, but also about technology and business.
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