Abstract
This article outlines the evolution of Design in Strategy and Strategy in Design and discusses the differences and similarities. The examination of the evolutions revealed three different perspectives on integrating Strategy and Design in both fields. The article provides a nuanced understanding of Strategic Design by purposefully establishing the vocabulary of each perspective. The first perspective is a planning practice containing strategic tools and design methods to create conceptual plans. The second perspective is a learning practice through collective reflection from intent and action. The last perspective is the enablement of a comprehensive design practice in which tangible design and strategy emerge from the messiness of creative and collaborative design practice. These Strategic Design practices require different organization and design capabilities and produce distinctive outcomes. The integration of Design and Strategy is becoming increasingly imperative as there is the need to address the more complex, interrelated socio-technological and economic-environmental challenges.
Keywords
strategic design; strategy; comprehensive design; social design
DOI
https://doi.org/10.21606/drs.2024.1399
Citation
Michel Auernhammer, J. (2024) Strategic Design: The integration of the two fields of Strategy and Design, in Gray, C., Ciliotta Chehade, E., Hekkert, P., Forlano, L., Ciuccarelli, P., Lloyd, P. (eds.), DRS2024: Boston, 23–28 June, Boston, USA. https://doi.org/10.21606/drs.2024.1399
Creative Commons License
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Conference Track
Research Paper
Included in
Strategic Design: The integration of the two fields of Strategy and Design
This article outlines the evolution of Design in Strategy and Strategy in Design and discusses the differences and similarities. The examination of the evolutions revealed three different perspectives on integrating Strategy and Design in both fields. The article provides a nuanced understanding of Strategic Design by purposefully establishing the vocabulary of each perspective. The first perspective is a planning practice containing strategic tools and design methods to create conceptual plans. The second perspective is a learning practice through collective reflection from intent and action. The last perspective is the enablement of a comprehensive design practice in which tangible design and strategy emerge from the messiness of creative and collaborative design practice. These Strategic Design practices require different organization and design capabilities and produce distinctive outcomes. The integration of Design and Strategy is becoming increasingly imperative as there is the need to address the more complex, interrelated socio-technological and economic-environmental challenges.