The next generation of designers is going beyond “makers of things” where form is the focus {how pretty is this!} to “design strategists” where the value of form is one part of the equation. Equally as important is the ability to form collaborative relationships, design for the target audience, understand the goals of the business and how design can help meet those, account for new technology and measure the results of design decisions.
2 parts of design co-exist: the strategy and the implementation of the design solution. In actuality, design has always been about the solving of problems. In fact, the core theories of design center around geometric principles. What has recently occurred, however, with the accessibility of software, hardware, internet connections and information is the illusion of design as a commodity. When you focus solely on the form of design then design can indeed become a commodity. Understanding the relationship of how design solves problems is a strategic way of relating the design principles to the problems a business is trying to solve. “We need more clients.” “People think we’re not serious enough.” “We want to be seen as experts/authorities in our field.”
The very need for businesses to distinguish themselves in a sea of commoditization drives businesses to seek out professionals who understand the strategy of design and can then implement these specific solutions just as effectively. An exploration for the soul of a business begins, whereby people understand their own uniqueness and how they add value to the lives of their clients or customers.
Nobody wishes to view themselves as expendable and by doing a bit of soul searching and top level thinking we are able to understand those differences we each behold. Strategy in design helps us to then communicate well what a business’ true strengths are and hence, work to find solutions for those hard to solve problems.