Riassunto Design Strategy

2 - EVOLUTION OF THE DESIGN MANAGEMENT FIELD

CREATIVITY: Today creativity is a fundamental asset exactly as the other, or maybe even more. In fact, we

cannot count only on our company to be successful, we should leverage on open innovation (look for

employee or new ideas from non-employee outside the company and collaborate with them).

THE BOOM OF DESIGN THINKING and M&A: It’s possible to identify a trend of a lot of important company

which are more and more acquiring design company so we should ask ourselves why. The reason is that

they, with an open innovation system, want to look from another perspective how to connect themselves

with the customer. The reason is that now the customer is not looking for a quick convenient activity, but is

looking for a pleasant experience so this is the reason why we need in the company a group of designers, in

order to view problem in another perspective. But not only this, it could be also a new way in which the

company should approach daily bases activity, so how they daily behave.

DESIGN as a TOOL: So designing should be saw as a tool like the others, but is not an object but more as an

approach, look at the problem in a different non-systematic way.

OLD APPROACH: Was based on emphasis on planning, with a linear and rational development starting

directly to find a solution, this solution was functional and with no risk.

DESIGN THINKING: Means look at a new approach, maybe not look for a solution, but look at the problem

in another perspective could bring us to a totally different solution and that’s why we should give a lot of

importance to the phase of understanding the problem. Design thinking is HUMAN-CENTERED is about

understand culture and people. There are skills that are more and more required and are:

• Emotional Intelligence because being human-centered means also have empathy so be connected

with the users in order to understand the real needs;

• Creativity: as I introduced before is becoming more and more important in order to look at the

problem from a different point of view;

• Critical thinking: Is the most important one, is the ability to critically discuss and reframe the

problem that is coming from the market, this means that we should not jump to the solution but

we should analyze and reframe the problem and maybe look for a different approach and here the

designer could help us.

CREATIVE PROBLEM SOLVING: DOUBLE DIAMOND: There are 4 phases: the first one the

green one, were the first diamond (Problem space) diverge, here we analyze the problem

and look at it from different point of view and then the purple one, were we choose which

problem address and in which way and the diamond converge. Then another diamond

(Solution space) where there is another green one, where the dia