Throughout a strategic design project, designers focus on ongoing coordination of stakeholder interests, objectives and expertise.
- Aligning: steering the strategic outcome in a direction that matches the organization’s strategy, values and assets.
- Translating: converting information from one language to another – verbal to visual, visual to verbal, tacit to explicit, explicit to tacit – to enable knowledge sharing across stakeholders.
Aligning Organizations Through Customer Stories
In Chapter 5, Marzia Aricò (Copenhagen Business School; Livework) and Melvin Brand Flu (Livework) show designers how to align themselves with company strategies, values and interests by constructing a solid customer story, interpreting the story across business units and designing for multi-speed impact.Practice 6 Translating
Designing for Feasibility
In Chapter 6, scholars Gerda Gemser (RMIT University) and Blair Kuys (Swinburne University) and designer Opher Yom-Tov (AirShr; innovation consultant) propose a framework to assess the feasibility of strategic design projects to enhance effective implementation.