Not so long ago, McKinsey published an insightful article on the importance of strategic design in delivering business value called ‘The Business Value of Design’, it was based on a research study conducted on the design practices of 300 big corporations. I was so enthralled by their findings that I published a post in dissecting its virtues.
Recently, they published another piece titled ‘Why design means business’ in yet another attempt at defining the value of design in relation to business. However, I found this article to be a rejoinder to the previous one listing the key themes from that research study. There was one thing though which stood out for me from this post which was the definition of design as a strategic tool.
Organizations have garnered their own individualistic approach for interpreting ‘design’ based on its overall positioning in the hierarchy of the business. The fact remains that that interpretation is widely based on 3 key elements which complement each other, that is, 1) the positioning of design in the current operating model for delivery, 2) the perceived value that is derived from the design activities, and, last but not the least, 3) the integration of design in the organization’s future strategic focus. In creating a justifiable acceptance of design as a standard for building a strategic vision and in proving how companies have delivered value through this approach McKinsey has defined ‘strategic design’ for innovation in an easy to understand terminology in its latest article.
What exactly do we mean when we talk about “design?” Well, much like “strategy” and “analytics,” design is a term that suffers from misuse. Design is not just about making objects pretty. Design is the process of deeply understanding customer/user needs and then creating a product or service—physical, digital, or both—that addresses their unmet needs.
If there’s anything that the twin McKinsey articles have uncovered its some organizations which have woken up to the cadence of strategic design for innovation and delivering striking results. It’s a slow process but it’s not for too long that the corporate world would sit up and take notice and accept this new age phenomenon for innovation. ‘Design’ has the potential to bring that change.
