In the first phase of a strategic design project, designers co-define strategic objectives and lay the groundwork for creative thinking and problem exploration.
- Envisioning: helping organizations incorporate a future oriented, long-term perspective into their objectives.
- Inspiring: generating the confidence actors need to think and act differently.
Design Vision as Strategy: The KLM Crew Centre Case Study
In Chapter 1, senior designer Roald Hoope (Reframing Studio) and design scholar Paul Hekkert (Delft University of Technology) describe and illustrate how to detect future human behaviors - rather than technological advances, for example - that can lend strategic direction to an organization's activities.
Co-creating and Prototyping to Trigger Innovative Thinking and Doing
Chapter 2 sees design scholar Giulia Calabretta (Delft University of Technology) and Paul Gardien (Philips Design) demonstrate how active involvement in rapid co-creation and prototyping can persuade stakeholders to embrace innovative strategies and outcomes, and stick with them over time.
