Strategic Design – Samenvatting
Introduction (Alexis Jacoby)
Strategic decision-making
Strategic design = the professional field in which designers use their principles, tools and methods to
influence strategic decision-making within an organisation
Always thinking about the long-term impact → organization’s vision
Look to innovation and business opportunities
Has a lot of impact on the organization
In our context: most impact on innovation
Perspectives
The big picture
➔ zoom out to the context that can be very complex
➔ Need a system-driven approach
➔ Different for companies and society
Management perspective
➔ Innovation is a strategic challenge
➔ Internal and external context
➔ Vision, mission and tactics of the company
Process perspective
➔ Front-end of innovation
➔ Defining new products, services and systems
➔ Opportunities, needs and trends
Design thinking
➔ Business approach of design
➔ Creative problem solving
Strategic question
What will be the next product or service?
Depends on:
- Company’s contexts
Financial priorities
Mission and vision
Ellen Loeys
1st Master Product Development
Samenvatting Strategic design 2023-2024
, Short-term, medium-term and long-term goals
- The context of society
Problems society is facing
Mission: services for the entire population
Big picture
Anticipate on evolutions
Strategic management
Different ways to look into strategy
1. Prescriptive approach
Strategy you put there in a way to proceed in the context of an organization
You have to position yourself as an organization
Formal process of planning your future
Formal way
Qualitative way: believes and vision
2. Individual perspective
Entrepreneurial school: individual process to create a vision for yourself
Who are the people that are in charge of strategy → their specific skills and mindset that you
can learn
Cognitive school: mental process of being a leader
Focus you need to have, ‘leadership by design’ and have to develop yourself
3. Specific aspects
Strategy is a learning process
Continuous effort to change a point of view, to accept that the context is changing and you
have to anticipate every time again
Process of negotiation: convincing people to go along with your decision
Collective process: creating the right culture in the organization so that all people have the
same mindset and think in the same direction
Environmental school: reacting on the context and how it’s changes to anticipate on it
4. Integrated approach
Process of change
Shaping the vision, steps you want to take, decisions you need to make
Make your organization work towards this strategy
Reaction to the context, and shaping the context
Definitions for strategy
1. Defines the direction
2. Provides focus to the challenge
3. Determines an organisation
4. Yields consistency (!)
Ellen Loeys
1st Master Product Development
Samenvatting Strategic design 2023-2024
,Learning outcomes
Strategic management:
About mission, vision, strategy and tactics → How you see it as a company
Strategic design:
Understanding of what design perspective is
How new is new → innovation
Systemic design
Way to bring new ideas into companies
Marketing & Innovation
Innovation = successful exploitation and implementation of new ideas
Marketing determines the value, product/service and the branding
➔ Department where innovation start
➔ What-to market
➔ Place for innovation
➔ How-to market
Ellen Loeys
1st Master Product Development
Samenvatting Strategic design 2023-2024
, Business Model Canvas
Gives an overview of an organization
what it does, to who and how it takes this
steps
It is also a deliverable during an
innovation process
= the way you want to bring the product
to the market
➔ Has an effect on the design and
specifications
Most important: Value proposition = what the company offers to the world
➔ Well defined because here you can make the difference between your competitors
➔ Everything you do is related to the value proposition
Customer: for who do you offer the value proposition
Channels: how you reach the customers
➔ Communication channels
➔ Sales channels
Customer relationships: how you interact with your customer
➔ Understand the customer and what their needs are
➔ Build up a long-term relationship with your customers
Key partners: you need some partners to obtain that result you want to achieve
➔ Produce companies
➔ Companies you work together with
Key activities: what you are actually doing on a daily basis
Key resources: what you need or have to be able to bring the value proposition to the customers
➔ Your staff
➔ Your facilities
➔ Machinery
➔ Intellectual property
Costs & revenues: how a business can come to revenues based on the costs
➔ Your revenues come from the customers
➔ You costs are related to the partners and resources
Ellen Loeys
1st Master Product Development
Samenvatting Strategic design 2023-2024
Introduction (Alexis Jacoby)
Strategic decision-making
Strategic design = the professional field in which designers use their principles, tools and methods to
influence strategic decision-making within an organisation
Always thinking about the long-term impact → organization’s vision
Look to innovation and business opportunities
Has a lot of impact on the organization
In our context: most impact on innovation
Perspectives
The big picture
➔ zoom out to the context that can be very complex
➔ Need a system-driven approach
➔ Different for companies and society
Management perspective
➔ Innovation is a strategic challenge
➔ Internal and external context
➔ Vision, mission and tactics of the company
Process perspective
➔ Front-end of innovation
➔ Defining new products, services and systems
➔ Opportunities, needs and trends
Design thinking
➔ Business approach of design
➔ Creative problem solving
Strategic question
What will be the next product or service?
Depends on:
- Company’s contexts
Financial priorities
Mission and vision
Ellen Loeys
1st Master Product Development
Samenvatting Strategic design 2023-2024
, Short-term, medium-term and long-term goals
- The context of society
Problems society is facing
Mission: services for the entire population
Big picture
Anticipate on evolutions
Strategic management
Different ways to look into strategy
1. Prescriptive approach
Strategy you put there in a way to proceed in the context of an organization
You have to position yourself as an organization
Formal process of planning your future
Formal way
Qualitative way: believes and vision
2. Individual perspective
Entrepreneurial school: individual process to create a vision for yourself
Who are the people that are in charge of strategy → their specific skills and mindset that you
can learn
Cognitive school: mental process of being a leader
Focus you need to have, ‘leadership by design’ and have to develop yourself
3. Specific aspects
Strategy is a learning process
Continuous effort to change a point of view, to accept that the context is changing and you
have to anticipate every time again
Process of negotiation: convincing people to go along with your decision
Collective process: creating the right culture in the organization so that all people have the
same mindset and think in the same direction
Environmental school: reacting on the context and how it’s changes to anticipate on it
4. Integrated approach
Process of change
Shaping the vision, steps you want to take, decisions you need to make
Make your organization work towards this strategy
Reaction to the context, and shaping the context
Definitions for strategy
1. Defines the direction
2. Provides focus to the challenge
3. Determines an organisation
4. Yields consistency (!)
Ellen Loeys
1st Master Product Development
Samenvatting Strategic design 2023-2024
,Learning outcomes
Strategic management:
About mission, vision, strategy and tactics → How you see it as a company
Strategic design:
Understanding of what design perspective is
How new is new → innovation
Systemic design
Way to bring new ideas into companies
Marketing & Innovation
Innovation = successful exploitation and implementation of new ideas
Marketing determines the value, product/service and the branding
➔ Department where innovation start
➔ What-to market
➔ Place for innovation
➔ How-to market
Ellen Loeys
1st Master Product Development
Samenvatting Strategic design 2023-2024
, Business Model Canvas
Gives an overview of an organization
what it does, to who and how it takes this
steps
It is also a deliverable during an
innovation process
= the way you want to bring the product
to the market
➔ Has an effect on the design and
specifications
Most important: Value proposition = what the company offers to the world
➔ Well defined because here you can make the difference between your competitors
➔ Everything you do is related to the value proposition
Customer: for who do you offer the value proposition
Channels: how you reach the customers
➔ Communication channels
➔ Sales channels
Customer relationships: how you interact with your customer
➔ Understand the customer and what their needs are
➔ Build up a long-term relationship with your customers
Key partners: you need some partners to obtain that result you want to achieve
➔ Produce companies
➔ Companies you work together with
Key activities: what you are actually doing on a daily basis
Key resources: what you need or have to be able to bring the value proposition to the customers
➔ Your staff
➔ Your facilities
➔ Machinery
➔ Intellectual property
Costs & revenues: how a business can come to revenues based on the costs
➔ Your revenues come from the customers
➔ You costs are related to the partners and resources
Ellen Loeys
1st Master Product Development
Samenvatting Strategic design 2023-2024
