Design and Strategy A Step-by-Step Guide

This major practical handbook bridges the gap between strategy and design, presenting a step-by-step design process with a strategic approach and extensive methods for innovation, strategy development, design methodology and problem solving. It is an effective guide to planning and implementing design projects to ensure strategic anchoring of the process and outcome. Built around a six-part phase structure that represents the design process, covering initial preparations and project briefing, research and analysis, targets and strategy, concept development, prototyping and modelling, production and delivery, it is a must-have resource for professionals and students. Readers can easily dip in and out of sections, using the phase structure as a navigation tool. Unlike other books on the market, Design and Strategy addresses the design process from the perspective of both the company and the designer. For businesses, it highlights the value of design as a strategic tool for positioning, competition and innovation. For the designer, it teaches how to create solutions that are strategically anchored and deliver successful outcomes for businesses, resulting in appreciative clients. It includes over 250 illustrations and diagrams, tables, and text boxes showing how to move through each stage with clear visualisation and explanation. This book encourages all designers in product design and manufacturing, service design, communication design, branding, and advertising, to think beyond shape and colour to see design through the lens of strategy, process and problem solving, and all business managers, innovators and developers, to see the value in strategic design outcomes.

Preface by Bård Annweiler Preface by Wanda Grimsgaard Acknowledgements Introduction How to use the book? What is design? Phase 1 Initiation Introduction 1.1 Initial preparations 1.2 Project brief 1.3 Initial meeting 1.4 Initial workshop 1.5 Project description 1.6 Progress schedule 1.7 Price quotation 1.8 Contract 1.9 Team collaboration Phase 2 Insight Introduction 2.1 Understanding the company 2.2 Situational study 2.3 Problem statement 2.4 Method selection 2.5 Research process 2.6 Research 2.7 Analyses 2.8 Mapping 2.9 Testing and measuring Phase 3 Strategy Introduction 3.1 Strategy development 3.2 Overall strategy 3.3 Goals and subgoals 3.4 Business strategy 3.5 Business model 3.6 Market strategy 3.7 Brand strategy 3.8 Communication strategy 3.9 Design strategy Phase 4 Design Introduction 4.1 Design brief 4.2 Strategy>