The Strategic Design Perspective: taking Design to the next level

In this article I argue, and exemplify, that designers working in close relation with industry, can have significant influence on the nature and the quality of the products (or services) produced by the companies. In order to achieve this, the designer must become one of the decisive factors in the strategic framework of the company. This is done by taking the design process to the business floor of the company and using the design competence to innovate, not only products, but the fundamental concepts for product selection. Using design as a strategic tool will cause entirely new products to emerge and will make entire groups of products change into services. In this way new markets will appear to benefit the innovative companies, and if designers do their job well, the focus will be on the users, and thereby benefiting them as well. An example of this process is Novo Nordisk. This pharmaceutical company changed its focus from drugs and doctors, to the well-being of patients, and thereby created a completely new product, the NovoPen. This product has benefited the company immensely, and even more so, benefited the quality of life for the patients. I will argue that designers must take their share of the responsibility in dealing with the important issues of the future e.g. energy, the environment, healthcare, security or pervasive computing by using our competences in an innovative and constructive manner. The new €500.000 INDEX:05 design price, indicates that the general believe is, that design can make a difference. The question is: how the designers do it? How do they go beyond individual achievements and talent and define that specific quality in design that insures the necessary impact to make a real difference in the global picture?