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DESIGN AS A BUSINESS STRATEGY AND PROCESS (5) - Coggle Diagram
DESIGN AS A BUSINESS STRATEGY AND PROCESS
(5)
STRATEGY:
The
design strategy
is the vision for design at all levels in the organization:
The
design policy
is a series of decision-making milestones for making the vision possible
IN BUSINESS
Help create products and services that address the needs of
consumers
Express the values and beliefs of an organization
VALUE AND BELIEFS
are rappresented by:
Business objectives and strategic plans
Environments, communications, products, and services
Brand and mission statement
Customer touchpoints
(e.g. , product
designs, retail shops, offices, advertising, digital media, and mobile apps) --> creates
Brand's reputation
CONSUMER RESEARCH
Observing user behavior and
habits: starting point for innovation.
TOOLS:
Focus groups
Social media analysis
Surveys
MARKETING & DESIGN
TOP DOWN
design adds value by supporting marketing requirements and responding to market opportunities
BOTTOM UP
design creates value by generating innovative ideas that are then successfully taken to market
PROCESS
:
Design is a
problem-solving process
that can help the organization with
business strategies
The end of a design project may result in an
outcome
: sometimes thanks to also by
questioning assumptions
for the varying needs and desires of different stakeholders, business units and users
Design is a
creative and rigorous process
that can provide a
fresh perspective
for viewing organizational
challenges
THE BRIEF
Is a
statement of intent
that needs to be formalized and agreed upon between the client and the design consultancy
Describes
The
market opportunity
identified
Set the
project’s parameters
(es. budget, deadlines)
WHAT
the organization would like to achieve
Is part of the
contract
client/design resources
Written ispirational and motivational for the design team (work better for the client)
Needs to be revised and with more details added during the process