This has been happening with the adoption of technologies, such as Artificial Intelligence , in service processes. However, no innovation will deliver maximum results if it is not completely in tune with corporate strategy. Thus, strategic design stands out as a pillar structure for this.
Want to understand what this concept is all about and much more? So, check out the information we have prepared in this content!
What is strategic design ?
It is an approach to the design development and creation process that strategically uses visual elements to leverage results that go beyond aesthetic gain . For this, it considers from the interests or demands of the target audience to the company’s objectives, in order to deliver an accurate result.
These deliverables include digital layouts or interfaces , brand identity, product, service or solution designs, complete graphic items or scenarios, communication journeys, etc.
Thus, more than increasing the added value that images, colors, typography and other items generate, this proposal emerged in the innovative context of digital transformation to respond to new related requirements, such as usability and usefulness. Therefore, the main objective of strategic design is to provide a delightful experience to the end customer.
In this way, its implementation involves a complete team of experts to cover a wide spectrum of needs. In practice, its operation still requires a change in business processes and mentalities . In this sense, already in planning, the main focus should be on consumers.
What are the results projections for a business?
Apparently, this approach proposes an experience design to offer it as such . Thus, the first effect that its adoption generates is to value the visual elements and put them at the service of the entire business strategy, leveraging performances.
As a result, the company’s communication positions itself with greater efficiency and cohesion, improving the public’s perception of the enterprise. Its digital channels become easy to use, providing a positive journey for consumers.
Finally, innovation is another highlight among the results of implementing strategic design . After all, the way in which it develops the projects favors more creative solutions, as this is one of its goals. That is, everything starts to contribute to it.
What are your steps?
It is a complex activity. On the one hand, it must be innovative and, on the other hand, it must respond to the practical needs of the target audience. Therefore, strategic design involves a set of steps. Are they:
- problem delimitation;
- construction of scenarios and paths;
- elaboration of the design concept ;
- definition of resources and requirements;
- process planning;
- prototyping and testing;
- review and adjustments;
- execution and delivery;
- monitoring and improvements.
How to apply this approach in the company?
The application of strategic design in the company completely changes the way projects, products, communication and the brand are developed . To make this really work, a few tips can help. See what they are below!
Understand all aspects involved
As it is a comprehensive approach, the first step to implement strategic design in a company is to understand all the aspects involved or that influence it. For this, from User Research surveys to those on the corporate climate are the ideal tools to generate a complete internal and external analysis, which indicate:
- team mentality ;
- organizational culture ;
- market trends ;
- behaviors, desires and demands of the target audience;
- available resources .
From the collection of these elements, it is possible to build scenarios and select the best paths to follow. In addition, conceptually, the business now has a guide on which to base itself to create its strategies and develop its solutions.
Plan, design and align
Still based on this initial analysis, an action plan must be created, stipulating objectives, resources and practices. Only with this is it possible to accumulate the necessary means to effectively realize the ideas.
Another important part of this phase is designing how to transform the concepts into activities , solutions or products. That is, to turn what was theoretically understood into something concrete, which generates value for the company.
Finally, be sure to align all these elements with the team, so that they contribute to your vision and know where the business wants to go. At the end of the day, it’s the employees who execute the strategy.
Test in practice
The result of strategic design is always a deliverable — of a product, interface, brand positioning plan, etc. However, to successfully put any of these items into practice, testing or prototyping is critical .
In this way, from internal testing, in which the team looks for flaws and opportunities for improvement, to beta evaluations of potential customers are options to enable this type of analysis, obtaining useful insights for the project.
How important is it to invest in it?
This approach is the result of combining design with strategy. In other words, it needs to be both conceptual and practical. Only in this way is it able to add value through advantages that include:
- improvement of the enterprise’s image by making its positioning in the market clear, generating greater brand recognition;
- maximizing the share of the target audience reached , by leading to more efficient and targeted deliveries;
- increasing collaboration among the entire team, increasing the coherence and effectiveness of results;
- expansion of the volume of innovative and creative ideas arising from the business;
- increased customer satisfaction , by providing differentiated experiences, retaining a greater number of consumers;
- growth in profitability, by putting the company ahead of the competition, accelerating the development of solutions in the face of market needs.
Strategic design is positioned as an approach capable of putting the visual elements that make up this proposal at the service of the customer’s experience. In other words, it promotes improvements in deliveries to the consumer, leveraging the performance of the enterprise from there.