Design Strategy

Design Strategy is approach toa solution

In a business, a design strategy compliments and intersects with both a business strategy (what to build, based on market dynamics and competitive expectations; what IP to leverage; what core competencies to flex; etc), and a technology strategy (architecture, security, platforms, etc).

Design is a lens through which to look, just like business or technology. And the three strategies are really one, because they are inextricably linked. Design strategy is a discipline which helps firms determine what to make and do, why do it and how to innovate contextually, both immediately and over the long-term. This process involves strategic design, the interplay between design and businessstrategy.

In the broadest sense, “strategy” is a plan for how to achieve a goal. In business, strategy bridges the gap between policy (guidelines governing action) and tactics (a set of techniques). Strategy is what a company develops to differentiate itself from competitors’ actual or predicted moves. It’s complex and it drives every decision a business makes.

Our clients’ business strategies also form the framework for our design strategies. While these are interrelated, they are not the same thing. Design strategy, as a field of theory and practice, refers to the integrated, holistic planning process examining the interplay between design and business strategy. However, for most graphic designers, design strategy simply refers to the conceptual underpinning for their creative work.

01. Aesthetics

How does it look?
How does it feel?
Is it consistent with our brand?

02. Usability

Is it easy to use?
Is it easy to learn?
Do I make errors?

03.Information & Flow

Can I find my way?
Is it extensible?
Is it well structured?

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