Strategic Design: form place’s
heritage to value
13 – 09 - 2013
form place’s heritage to value
"what means"The legacy from past
experienced in the
and offered to future
• Strategic design is the application of future-
oriented design principles in order to increase an
organization’s innovative and competitive
• Traditional definitions of design often focus on
creating discrete solutions—be it a product, a
building, or a service. Strategic design is about
applying some of the principles of traditional
design to "big picture" systemic challenges
My definition of Strategic Design
Using Design Thinking to improve:
• Business Models
BUSINESS MODEL CANVAS CUSTOMER JOURNEY MAP
We are going to experience three tools:
The 10 challenges of strategic design
1. Design thinking
2. Business Models Design
3. Interaction and complexity
4. Value in use
9. Relationships and brand design
• The role of the designer is to shape forms (both physical and
conceptual i.e. product / processes / services, business models)
• driven by aesthetic, ethic and “economic performance” attractors
• Sometime the process is “authorial” (like in fashion design)
• Very often the design process is co-operative (co-design) like in
service design (involving users).
• In the process of participatory design visualization, maps,
storytelling, and creativity techniques are often used.
• A design thinker can see the optimal shape of things and systems.
• And their possible paradigmatic variations (different shapes of the
same thing in the same place and time).
• And also “the life of forms” (A concept by Henri Focillon and
George Kubler) that is their formal series along the timeline (like
• But also the user of a museum is interested in the shapes of things.
within the shifting domain of materials and techniques.
• The design thinking is different from the approach of an art historian,
or of an archivist (A designer is a morphologist)
Business Model Design
• A strategy is necessary to manage stakeholders different interests,
constraints and goals. And to allocate resources.
• “A business model describes the rationale of how an organization
creates, delivers, and captures value
Business Models Design
• The potential user of a museum is not willing to pay adequately.
Someone (public or private) is willing to pay to receive the
“positive externalities” of a museum or a library.
• But public budgets are decreasing.
BAD EXPERIENCE RELATIONSHIP TIME
• Strategic framework profile (The difference of Cirque du Soleil)
Interaction and complexity
• A design thinker designs behaviours more than products (a
product – for exemple a tool - plus a user determines a behaviour.
• Gestures, behaviours, routines (“the presentation of self in
everyday life”, according with Goffman’s model) are shapes,
configurations, patterns incorporated in the design of product and
• This is something about the meaning of things.
• Mobile devices (today smartphone and tablets, tomorrow wearable
and immersive technologies) would be the polymorphic substitutes
of the classic set of travelling companions of the tourist: guides,
captions, cameras, postcards, souvenirs, books, sketchbooks,
• But even loyalty cards, booking and payment systems. Perhaps
also crowd-funding: imagine to send a micro-payment from your
smartphone in order to support a small museum, an event, a
collection, a project (restoration, publishing, grants, charity etc.).
• This scenario announces future “product + user” configurations.
And new service scripts. The new Mobile-generation (Generation-
M) will recognize in new configurations "product-user", very
different from those of today.
Th exeperiences network, here and now (attractions)
Synchronic - paradigmatic
Information and Language
Representation through Narrative Design
May 26, 2007, 12:00 – 17:00
12:00 13:00 14:00 15:00 16:00 17:00
my initial emotions
“I saw a guy with
a really bad
my first report
“it’s hot & sticky…”
my second report
“really pretty city… people
on the street seems pretty
“we stopped at
because I saw the
“... we walked
upon an Italian
“the street signs
have been super
my third report
“I’m at Rouge… we're
having some snacks”
my last report
“I had a really lovely time
with my friends … I’m
about to do some
“I don’t really
(statue) it is…”
sara’s second report
“I’m in front of a giant
statue… in front of the
“I’m still with Becca &
“We're taking pictures (of
the statue)… posing…”
“The map we’ve created
& printed before we
“The architecture of the
“Green! …is lush and
bountiful out here.”
“ a little like exhaust…”
L’Irlanda è il paese europeo con il più alto tasso di crescita economica,
il più grande esportatore di “packaged software” e il più grande
importatore di investimenti High Thech e il luogo dove giovani laureati
geniali si sentono a proprio agio e pieni di stimoli ed energie.
Il ritorno dall’America di Hermes, del commercio, del movimento. La
ricongiunzione di Ulisse e Penelope, la riscossa del giovane Telemaco
dopo anni di impotenza.