The course aims to transfer knowledge, tools and approaches to understand and practice design as a strategic weapon.
The main perspective takes in account the specific context - the Integrated Product Design Master degree - and so considers and starts by the product as the main offering part of a whole offering system. Moreover strategic design considers at the center of the attention the product-service system intended as the integrated system made by products, services and communication that companies and organizations leverage to build the brand identity, to position it, to serve the market and to create value for the stakeholders system.
Product is considered in both terms: as value and utility asked by users to fulfill a specific need; on the other hand product is considered as a service enabler where the distinction between tangible and intangible offering parts blur.
The course specifically starts with the basic concepts of strategic design and then considers how the digital transformation impacts the way companies manage design strategically and creates value.
Strategic design is framed indeed according to different dimensions: a way to create differentiation; a process to manage innovation dynamics; an approach to create sense and storytelling in order to entice new users; a way to humanize and boosting the new technology diffusion.
Deep attention will be dedicated to "Design-Driven Innovation" approach and the relative "meaning innovation".
Students by the end of the course are expected to:
- frame a business problem with the lens of strategic design
- handle the concept of "meaning innovation"
- understand and distinguish the strategic design approaches in different kind of organizations
- identify design-thinking tools to tackle different business problems
- create a design strategic path given specific business goals
The course is characterized by a strong theoretical part and some didactic innovative experiments based on students active involvement. Experiments will be related to user engagement and reframing starting from a brief.
The theoretical part will be divided into the following parts:
- The Thoeries of Innovation
- The Value Innovation approach
- The Paradigm of Design-Driven Innovation (DDI)
- The basics of strategic design and service design
- Design strategies: goals, business logic, innovation effort
- Design management: pillars and dynamics
- Product-System Design.
For each area lectures will provide:
- main concepts and frames
- business cases
- tools and methodologies.