According to industrial designer Tim Brown, former CEO of consulting firm IDEO, Design Thinking is a human-centered approach to innovation that integrates the needs of people, the possibilities of technology, and the requirements for business success.
The traditional role of design has been to improve the form and function of messages and information through a iterative process that includes research, ideation, and deployment. As the professional association for design AIGA affirms, today design requires more than the visual appearance and is often built on models of conversation and community, rather than objects and information. Thus contemporary designers imagine new roles for products, services and digital experiences which may help solve the increasingly complex problems of contemporary society.
“Designing is not a profession but an attitude. Design has many connotations. It is the organization of materials and processes in the most productive way, in a harmonious balance of all elements necessary for a certain function. It is the integration of technological, social, and economical requirements, biological necessities, and the psychological effects of materials, shape, color, volume and space. Thinking in relationships”,
In the 1980s and 1990s companies were unsure how to manage design, so a a market for consultancy fostered focusing on helping organizations manage the product development process (market research, concepts, projects, communications, branding). But while a Design Management approach prepares a business for the future by designing interfaces and products, the burgeoning field of Strategic Design Thinking provokes change by driving innovation. According to the definition of Politecnico di Milano, Strategic Design is an activity that concerns the integrated body of products, services and communication strategies that either an actor or a network of actors (companies, institutions, non profit organizations, etc.) generate and develop to create value. In opinion of Janko Jovanovic we can define Strategic Design as an emerging discipline that uses design principles and practice to address complex and interrelated problems.
As claimed by Linda Naiman, founder of Creativity at Work, this new branch of practical knowledge works in the following fields:
• Redefining value
• Re-inventing business models
• Shifting markets and behaviours
• Organisational culture change
• Complex social challenges (health, education, food, water and climate change)
• Problems affecting diverse stakeholders and multiple systems
This approach draws on logic, imagination, intuition and systemic reasoning to explore new possibilities and to generate desired outcomes that benefit users, companies and organizations by innovating and creating shared value. So if you are interested in finding out more about this type of Strategic Design Thinking don’t hesitate to contact with me at GALÁPAGOS Studio, a nomadic design and creative communication workshop where through an artisan approach I like to impact and add value to my clients’ projects.