Design Strategy: we need a plan…

Design strategy will make you stop wonder what product/ sub-brand/ service/ communication tool to release next, what It could look like and how to sell it the price you want for it.

A powerful tool for design management, design strategy and design guidelines will help firms to make design-relevant and customer-orientated decision. While most decisions are taken on “hard” facts, such as financial investment or stakeholders’ interests, design strategy will bring a softer and customer-centred weight in the decisional balance.

Another goal of design strategy is to dismiss the fuzzy front-end of the design execution that can occur very easily in period of stress as well as allowing design management to do reality checks about future products to keep the brand consistency.

Design strategies is fed by surveys, competitor or trends analysis and can take the form of design and offer road maps, design language bible, brand guidelines or even to a more global scale a firm ethic and attitude.