“IN ORDER TO DO A BETTER JOB OF DEVELOPING, COMMUNICATING, AND PURSUING A STRATEGY, YOU NEED TO LEARN TO THINK LIKE A DESIGNER.” ~Tim Brown, CEO of innovative design firm, IDEO.
Design Strategy is the space between design and business strategy. It is a creative, iterative process informed by having empathy for the customer. As a result – insights are gained that lead to undiscovered opportunities, typically, not seen by the “business as usual” mentality. These opportunities inform and improve a product, service, system, or policy, and are ultimately more prosperous.
The steps are:
LEARN: This process is about engaging all stakeholders through the process of UNDERSTANDING and discovery.
- Research – understand the industry and current circumstances (Quantitative).
- Define - the problem by interviewing stakeholders involved with empathy (Qualitative).
- Discover - the opportunity after synthesis of research, both quantitative and qualitative.
DESIGN: This process is about the DEVELOPMENT of an idea to reality.
- Ideate - brainstorm & sketch ideas.
- Prototype - build these ideas out in various iterations.
- Test - take it to the real world and get feedback. Revise prototype(s) as needed and test again.
APPLY: This process is all about IMPLEMENTATION.
- Adopt - make prototype a reality and begin implementation.
- Evaluate – revise & refine process or product based on capabilities and newly discovered flaws.
- Integrate – fully implement refined process and/or deliver product and build in a process for attainable growth.