How to Use Strategic Design Process to Address Complex Challenges: A Practical Case of Application to Discuss Strategic Design Process’ Fundamental Traits

Abstract

In recent years, new market rules have forced changes in how companies relate to their customers. It is necessary to create new solutions precisely adapted to customers’ needs. To do this, companies must expand their boundaries and adopt a transdisciplinary approach. In this panorama, the adoption of Strategic Designmeant as an approach to creating innovative product-service systems that characterize the company and its market positioning - appears fundamental and decisive. This paper deals with a practical case of application of the Strategic Design approach from a company operating in a non-traditional sector. The aim is to show the fundamental steps the company took in order to develop a new strategy thanks to the adoption of Strategic Design. As a result of adopting Strategic Design, the company created a new offer comprising a coherent and innovative product-system. This paper presents the positive implications emerged for the company from its adoption of Strategic Design.