An Investigation of the Evolving Scope of Strategic Design

Abstract

Design holds massive potential to be an initiator of change - especially for the new design practices, such as strategic design, which has evolved in recent years. This paper examines how strategic design professionals perceive the evolution of their fi eld. A qualitative study including twelve interviews was conducted providing data on the backgrounds of strategic design professionals, their work processes, and their outcomes. The data collection was structured in two steps, fi rst, investigating strategic design studios in comparison with traditional design; and second, defi ning the relation between management consulting and strategic design to identify to what extent the two fi elds overlap. Through an inductive approach, the interviews were coded, analysed, compared, and enhanced with literature to answer the research question. The results from the fi ndings derived from the analysis and discussion are as follows. This research uncovers that collaboration and teamwork play a major role within the fi eld of strategic design both within teams and in client work. To support this, a diverse skill set is needed from strategic design professionals that includes traits such as intuition, empathy, and analytical thinking. The results further indicate that strategic designers take on roles of translators when working collaboratively with stakeholders. Patterns that signal a change of the designer’s role towards training non-designers in designerly ways of working have further been observed. Indicating a shift into new domains such as governance. It became apparent that a way to create and capture value is to share outcomes and knowledge with both the public and more importantly with those involved in and fi nancing transformation processes. Concluding, strategic design does not disclose more resemblances to either traditional design or consulting. Strategic design seems to have established its own ground as a stand-alone fi eld. From this solid ground it can evolve in multiple directions