strategic design: from heritage to value

Strategic Design: form place’s heritage to value

Enrico Viceconte

13 – 09 - 2013

form place’s heritage to value

"what matters""what means"The legacy from past

generations,maintained and experienced in the presentand offered to future generations.

Strategic Design

• Strategic design is the application of future-oriented design principles in order to increase an organization’s innovative and competitive qualities.

• 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

Strategic design

My definition of Strategic Design

Using Design Thinking to improve:• Strategies• Business Models• Processes• Interactions• (things)

SIMPLEXITY !

BUSINESS MODEL CANVAS CUSTOMER JOURNEY MAP

STRATEGIC FRAMEWORK

We are going to experience three tools:

The 10 challenges of strategic design

1. Design thinking2. Business Models Design3. Interaction and complexity4. Value in use5. Openness6. Transformations7. Difference8. Flow9. Relationships and brand design10. Style

Design thinking

• 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.

Design thinking

• 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 styles).

• 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.

ISOLATEDINITIATIVES

NETWORKEDINITIATIVES

INTERACTIONAREA

CUSTOMERPROCESS/JOURNEY 2 3 41

2 3 41PROVIDERPROCESS

TOUCHPOINTS

1

1

1

1

time

Value/Experience

VALUE/EXPERIENCEFLOWS

t

ADVOCATE

ENEMY

GOOD EXPERIENCE

BAD EXPERIENCE RELATIONSHIP TIME

TOUCHPOINTS

FirstImpression

Difference• 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 services.

• This is something about the meaning of things.

Interactions

• 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, Moleskines.

Interactions

• 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.).

Interactions

• 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)

senses

comfort

movementpeople

discoveries

stories

love

cults

things

Synchronic - paradigmatic

Networked Experiences

Saratime-interval survey

Information and LanguageRepresentation through Narrative Design

sara’s experiencereported hourly

May 26, 2007, 12:00 – 17:00

12:00 13:00 14:00 15:00 16:00 17:00

my initial emotions

12:1812:24

“I saw a guy with a really bad haircut…”

12:44

my first report“it’s hot & sticky…”

13:05 13:24

my second report“really pretty city… people on the street seems pretty nice…”

“we stopped at Chinatown because I saw the gate…”

14:04

“... we walked upon an Italian wedding…”

14:34

“the street signs have been super -super helpful!”

14:59

my third report“I’m at Rouge… we're having some snacks”

15:25 16:32

my last report“I had a really lovely time with my friends … I’m about to do some shopping!”

“I don’t really know what (statue) it is…”

sara’s second report

sights colors

smellssounds

place people

thingsactivity

“I’m in front of a giant statue… in front of the rocky steps…”

“I’m still with Becca & Jessica.”

“We're taking pictures (of the statue)… posing…”

“The map we’ve created & printed before we

came…”

“The architecture of the buildings… so gorgeous.”

“Green! …is lush and bountiful out here.”

“ a little like exhaust…”“Buses, motorcycles, cars… traffic…”

Corporate heritage experience

t

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.