Companies have goals and customers have needs is the basic premises of any organizations. If both are achieved than organization achieve success. We can achieve these by providing product,
Figure 1: Design process and tools (Brian Gillespie, 2007, p. 2)
Figure 2: The strategic design environment (Brian Gillespie, 2007, p. 3)
services, and the environment. Designers are involved in making tools and techniques for developing these services. Development of these process called strategic design. Figure 1 and Figure 2 are showing the strategic design process and environment.
“In an increasingly global, digital and multi-channel business environment, delivering a consistent and exceptional customer experience across all channels and customer touchpoints has become more essential and more difficult than ever. Companies who take a strategic approach to the design of their customer-facing touchpoints, one that aligns business strategies, customer needs, and well-designed products and services, can build a competitive advantage through differentiation and customer loyalty. Companies that take this approach and make it a central component to their overall business strategy development can, over time, develop a core competency that is very difficult to imitate” (Brian Gillespie, 2007, p. 7)
Reference: –
Brian Gillespie, 2007. Business Impact Through Strategic Design, SAN FRANCISCO: Molecular, Inc.
Design Blog 