What is Strategic Design?
We recently met with executives of a company that wanted to redesign the front panel of one of their consumer products. The product performed better than the equivalent from the leading brand in the industry, but did not sell nearly as well. "If we give it a nice facelift, it would sell much better", they said, and we agreed, partially.
Yes, the product would do much better, but they need to take into account the other products that together form a system, and all other product lines that together make their brand. You cannot design any single product in a vacuum.
The strategic design process and objectives are an integrated part of the business strategy and are aligned with the company's portfolio strategy, marketing strategy, intellectual property strategy, and all others that make up the strategy for business success.
Strategic design takes a holistic approach to the product portfolio to create products with brand, usability, and aesthetic consistency.
Strategic design creates an ecosystem of products that interact with each other, complement each other, add value together, leverage on commonalities, cross- and up-sell each other, and deliver real value to customers.
Successful strategic designs deliver high-impact and sustainable competitive advantages.
Product Strategists
We are a strategic design firm. Our projects are led by Product Strategists - professionals from any discipline (design, business, engineering, social sciences, etc.) who have a wide-scope of experience and who can think and create holistically and lead an integrated product development team that delivers strategic advantages.
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