What is design strategy & why does it matter?

Aligning vision and action

Without a clear strategy, your business can end up like a ship without a compass—drifting aimlessly. Design Strategy ensures that every action taken is aligned with your company’s vision, creating a sense of direction and purpose.

Enhancing decision-making processes

With a well-thought-out strategy, decision-making becomes a breeze. You have a framework to refer to, making it easier to weigh options and choose the best course of action.

Building a resilient business model

In today’s volatile business world, resilience is key. A solid strategy helps you anticipate changes, adapt quickly, and stay ahead of the competition.

Understanding your business context

Before diving into design strategy, take a step back and understand the landscape of your business. What are your strengths, weaknesses, opportunities, and threats? This analysis lays the groundwork for a robust strategy.

Identifying objectives and goals

What do you want to achieve? Setting clear, measurable goals is a critical step in the design strategy process.

Developing strategic initiatives

Once your goals are set, it’s time to map out the initiatives that will help you reach them. This could involve launching new products, entering new markets, or improving internal processes.

Implementing and monitoring the strategy

With your strategy in place, the next step is implementation. But the work doesn’t stop there—you need to continuously monitor progress and make adjustments as needed. Remember, flexibility is the name of the game.

Apple Inc. - The iPod and User-Centric design

Context:
Back in the early 2000s, the digital music player market was cluttered with a plethora of devices that were clunky and difficult to use. Apple saw an opportunity to revolutionize this market with a superior design strategy.

Design Strategy:
Apple's design strategy revolved around simplicity and user experience. The iPod was not the first MP3 player, but it was designed to be the most intuitive and elegant. Apple's design philosophy, under the guidance of Steve Jobs and designer Jonathan Ive, was rooted in the belief that technology should conform to the user, not the other way around.

Execution:
Apple created a sleek, simple-to-use device with a unique scroll wheel interface. This design allowed users to navigate thousands of songs effortlessly. The iPod’s design was complemented by the development of iTunes, a software that made managing and purchasing digital music simple and integrated.

Outcome:
The iPod became the market leader and set a new standard for the entire industry. It was instrumental in establishing Apple's reputation as an innovator in user-centric design. Apple's strategic approach to design went beyond aesthetics and function; it crafted an ecosystem that fundamentally reshaped consumer behavior and expectations in the digital age.

IKEA - Democratizing design for the masses

Context:
IKEA’s foundation in the mid-20th century was marked by a desire to offer affordable furniture to the masses without compromising on design quality. Their challenge was to balance cost, function, sustainability, and aesthetic appeal.

Design Strategy:
IKEA's design strategy, known as "Democratic Design," focused on five key elements: form, function, quality, sustainability, and low price. Their strategy involved designing products from the price tag up, ensuring affordability without sacrificing the design.

Execution:
To realize this strategy, IKEA pioneered flat-packaging and self-assembly furniture, which not only reduced shipping and storage costs but also allowed for a unique customer involvement in the product life cycle. Their global network of designers created products that could be efficiently manufactured, packed, and assembled.

Outcome:
The strategy proved to be immensely successful, enabling IKEA to become the world's largest furniture retailer. The company's ability to deliver design-conscious products at low prices has made good design accessible to people all over the world. The enduring appeal of IKEA’s products and the customer experience has solidified the brand’s standing in the industry.

Books and reading materials

There’s a wealth of knowledge out there to help you craft your strategy. Books like “Good Strategy Bad Strategy” by Richard Rumelt and “Blue Ocean Strategy” by W. Chan Kim and Renée Mauborgne are great places to start.

Software and digital tools

In today’s digital age, there are also plenty of software and tools designed to aid in design strategy . From project management tools like Asana and Trello to specialized strategy software like Miro and Lucidchart, the options are virtually endless.

What’s the difference between design strategy and business planning?

Design Strategy is about setting the direction for your business, whereas business planning is about mapping out the specific steps to achieve your strategic objectives.

How often should I revisit my business strategy?

It’s a good idea to revisit and adjust your strategy at least once a year, or whenever there’s a significant change in your business environment.

Can a small business benefit from design strategy ?

Absolutely! Businesses of all sizes can benefit from having a clear and well-thought-out strategy.

Is it possible to have a successful business without a formal strategy?

While some businesses may find success by chance, having a formal strategy greatly increases your chances of achieving long-term success.

What role does leadership play in design strategy ?

Leadership plays a crucial role in strategy. Leaders need to set the vision, engage the team, and ensure that the strategy is implemented effectively.