Degree in Design Strategy
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  • 1. Designis not just pretty products,it’s a Strategy for change.B.I.S. Design StrategyLauren Magrisso
  • 2. Copyright © 2011 by Lauren MagrissoAll rights reserved.Second Edition.
  • 3. WHAT WHY HOW
  • 4. WHAT
  • 5. The world of design is on the cusp of Design drives innovation, innovation powers brands,change. Design is rapidly moving from brands build loyalty, and loyalty sustains profits.posters and toasters to include processes, If you want long term profits, don’t start withsystems and organizations. Design is now technology –Start with design.seen as a strategic business tool. -Marty Neumeier BusinessWeek
  • 6. “Designers need to be more thanambassadors, they need to befully functioning and fully awaremembers of strategic decisionmaking teams in a company.” -Nathan Shedroff Chair, MBA Design Strategy, CCA
  • 7. A new discipline isemerging from this change.It is called Design Strategy.“Design Strategy is the discipline which helps firms decide what to make and do, why do it andhow to innovate contextually, both immediately and over the long term.Design strategists act in the crossroads of design, research insight and business strategy, and usedesign methods to generate and illustrate strategies” (Wikipedia).Design Strategists are hybrid professionals.
  • 8. WHY
  • 9. Your time is limited, so don’t waste it livingsomeone else’s life. Don’t be trapped bydogma - which is living with the results ofother people’s thinking. Don’t let the noiseof other’s opinions drown out your owninner voice. And most important, have thecourage to follow your heart and intuition.They somehow already know what youtruly want to become. Everything else issecondary.” -Steve Jobs
  • 10. About Me:Creating this degree offered me the opportunity to do some soul searching.Not only did I need to identify the skills I would want to acquire through myprogram, but I also sought to recognize my personal strengths that I can offersociety. Here are some of my findings:Life Ethos:I recently become conscious to the benefits of synergy, that the result is greater than the sum of its parts.A self-proclaimed Wannabe Polymath, I realize it is the combination of my passions that make up who I am,and I have sought to reflect this in my studies.Mission:Based on these characteristics, my mission is to create a more socially, environmentally, and economicallysustainable future through means of innovation, collaboration, and empathy.Personality Type:Myers Briggs Personality Test said I’m an ENFP. I “need to feel that I am living my life as my true Self, walkingin step with what I believe is right. I see meaning in everything, and am on a continuous quest to adapt mylife and values to achieve inner peace.” Pursuing this self-designed major feels right.Fun Facts:I lived in rural India for three months and worked for an NGO that empowers tribal women by providinghome-based fair trade handicraft employment. When I got off the plane, my ride wasn’t there to pick meup. I also got five stitches in a rural hospital after a motorcycle accident. I now know I can do anything.
  • 11. The University of Cincinnati has a world-renowneddesign school. Why would I leave it to start my ownmajor?Design Strategy is the new fronteir for design. Institutions by their very nature take longer to adapt tochange. As we move from a material culture to a value culture, the interdisciplinary skill sets of B.I.S. DesignStrategy are being expected of designers.The B.I.S Design Strategy degree allows me to acquire a unique skill set that will be highly marketable inthe competitive job environment. The program allows me to accomplish my educational and career goalswhile gaining a strong liberal arts foundation and becoming a critical thinker.The B.I.S. Design Strategy program is cutting edge. It has recieved exremely positive feedback from thosein industry as it understands that “design is best approached from a multitude of disciplines” (Tim Brown).I see the value of undergraduate education as a time to explore the world of knowledge and connect thedots between disciplines. I plan to continue my education and recieve a graduate degree in a program thatcombines the design and business disciplines. From my inquiry, my B.I.S. degree will make me highly preparedand competitve for those programs.
  • 12. HOW
  • 13. The B.I.S. in Design Strategy is a hybrid degree of the Industrial Design, Marketing, and CulturalAnthropology disciplines. Any one of these degrees completed alone would not provide thenecessary combination of skill-sets that the role of a design strategist utilizes.
  • 14. Synthesis Anthropology provides strong aptitude in research skills and social phenomenon, but does not touch on industry applications of design thinking or business strategy Marketing provides strong aptitude in business and brand strategy, but does not touch on design thinking or user experience research. Industrial Design provides strong aptitude in design methodology, but does not touch on holistic business strategy or social science theory.
  • 15. Program Objectives Methods: Trend Forecasting Product Development Interdisciplinary Problem Solving User-Centered Research Critical Analysis Design Process Skills: Collaboration Creativity Professionalism Leadership Teamwork Presentation Communication Verbal Written VisualEach one of the program objectives breaks Knowledge:down into the six core competencies of Social Phenomenon Human Behaviorthe B.I.S. Design Strategy Curriculum. Design Movements Meaning and Value Creation Cultural Diversity Design Thinking Ecological Literacy
  • 16. Industry Insight
  • 17. Core Competencies Methods: Trend Forecasting Product Development Interdisciplinary Problem Solving User-Centered Research Critical Analysis Design Process Skills: Collaboration Creativity Professionalism Leadership Teamwork Presentation Communication Verbal Written Visual Knowledge: Social Phenomenon Human Behavior Design Movements Meaning and Value Creation Cultural Diversity Design Thinking Ecological Literacy
  • 18. Design Thinking for Innovation
  • 19. Core Competencies Methods: Trend Forecasting Product Development Interdisciplinary Problem Solving User-Centered Research Critical Analysis Design Process Skills: Collaboration Creativity Professionalism Leadership Teamwork Presentation Communication Verbal Written Visual Knowledge: Social Phenomenon Human Behavior Design Movements Meaning and Value Creation Cultural Diversity Design Thinking Ecological Literacy
  • 20. Business Strategy
  • 21. Core Competencies Methods: Trend Forecasting Product Development Interdisciplinary Problem Solving User-Centered Research Critical Analysis Design Process Skills: Collaboration Creativity Professionalism Leadership Teamwork Presentation Communication Verbal Written Visual Knowledge: Social Phenomenon Human Behavior Design Movements Meaning and Value Creation Cultural Diversity Design Thinking Ecological Literacy
  • 22. User-Centered Research
  • 23. Core Competencies Methods: Trend Forecasting Product Development Interdisciplinary Problem Solving User-Centered Research Critical Analysis Design Process Skills: Collaboration Creativity Professionalism Leadership Teamwork Presentation Communication Verbal Written Visual Knowledge: Social Phenomenon Human Behavior Design Movements Meaning and Value Creation Cultural Diversity Design Thinking Ecological Literacy
  • 24. Communication
  • 25. Core Competencies Methods: Trend Forecasting Product Development Interdisciplinary Problem Solving User-Centered Research Critical Analysis Design Process Skills: Collaboration Creativity Professionalism Leadership Teamwork Presentation Communication Verbal Written Visual Knowledge: Social Phenomenon Human Behavior Design Movements Meaning and Value Creation Cultural Diversity Design Thinking Ecological Literacy
  • 26. Liberal Arts Foundation
  • 27. Core Competencies Methods: Trend Forecasting Product Development Interdisciplinary Problem Solving User-Centered Research Critical Analysis Design Process Skills: Collaboration Creativity Professionalism Leadership Teamwork Presentation Communication Verbal Written Visual Knowledge: Social Phenomenon Human Behavior Design Movements Meaning and Value Creation Cultural Diversity Design Thinking Ecological Literacy
  • 28. Requirement Check The curriculum proposed represents the minimum neccesary credits in order to graduate. In reality, it is projected that all these numbers will be higher upon graduation as honors seminars and other classes of interest are made available. Credits counting towards the 63 hours after proposal are counted as of autum 2010 when I began following my proposed curriculum. These include classes coded as O’s and I’s. Please refer to the key for understanding the codes.
  • 29. “Discoveries are oftenmade by not followinginstructions, by going offthe main road, by tryingthe untried.” -Frank Tyger
  • 30. Thank you.