Design Estratégico I

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1.2 Áreas de Atuação

The MAS Strategic Design is a modular further education course for people from all functions and
sectors. The focus is on the innovative and transformational power of design. The participants deal
intensively with aspects of agile leadership, collaborative methods and the possibilities of new
technologies. In the context of progressive digitalization and social change, strategic designers have
the necessary know-how to tackle complex projects in a targeted manner.

Know Yourself – develop an awareness of yourself and your own value system, and an
understanding of how these influence your own positioning and strategic behaviour.

Master Tools – gain a broad knowledge of the concepts, methods and other instruments which help
with strategic decision-making and support the required processes

Shape Experiences – build up knowledge about aesthetic and experience-based factors and their
influence on, and interaction in, the implementation of strategic decisions

Enable People – empower third parties by the clever application of collaborative and
communication skills

Navigate Complexity – learn how to handle complex systems and contextual relationships and how
these can be influenced by interventions

Transform Organizations – learn about the idiosyncrasies of organizations and other communities

Understand Technology – raise awareness of the potential of technological developments and

their direct interaction with cultural aspects of everyday life

https://www.zhdk.ch/en/continuingeducation/design-450/mas-strategic-
design/mas-strategic-design-5509
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These practices have been distilled by design researchers and design practitioners
from, for instance, design consultancies including Philips Design, Fabrique, npk design,
Livework, Reframing Studio, Ideate, and IBM Interactive Experience
 Businesses are the main consumers of strategic design, but the public, political and
not-for-profit sectors are also making increasing use of the discipline. Its
applications are varied, yet often aim to strengthen one of the following: product
branding, product development, corporate identity, corporate branding, operating
and business models, and service delivery.

 Strategic design has become increasingly crucial in recent years, as businesses

and organisations compete for a share of today's global and fast-paced
marketplace.
  "To survive in today’s rapidly changing world, products and services must not only
anticipate change, but drive it. Businesses that don’t will lose market share to those
that do. There have been many examples of strategic design breakthroughs over
the years and in an increasingly competitive global market with rapid product
cycles, strategic design is becoming more important".[5]

http://strategicdesignbook.com/

innovation management, brand strategy and the management of creative processes

-Service design and experience design are also popular occupations for strategic
designers and alumni of our programme.

-Another professional field constantly growing in popularity for strategic designers is

innovation management

- Strategic designers can be found in many strategy departments of large companies

-The fourth school of design “is made up of highly creative, strategic designers who are
fluent in convergent technologies, social and ecological needs, and business

-to create physical and virtual objects that are inspirational in their usefulness, beauty,
and social/environmental responsibility, while at the same time supporting the
business’s strategic goals.”

-“For business leaders pursuing an innovation-driven business model, strategic

designers are essential partners,”

-It’s a process that bridges disciplines and synchronizes between the goals of the
business and the impact of the design.

-“Our adaptability and our deep understanding of process and culture enable us to offer
creative-strategic solutions within multiple paradigms such as design, engineering,
consulting or innovation.”

-“‘sweet spot’ between the proven high-level business consulting services offered by
major firms, and the more traditional practice of ‘design by briefing,’ that still represents
the lion’s share of most major design agencies’ business.”

-“Strategy must lead, design must contribute.”

-connects a business to its customers, and connects a business’s past to its future.

https://uxdesign.cc/seeking-a-concise-definition-of-strategic-design-4fd4e3d911af

The field of strategic design is growing. More and more organizations are asking
designers to apply their principles, practices, tools and methods to help co-define and
co-implement their (innovation) strategies and help organizations to become design-
led. This book illustrates eight strategic design practices that enable designers to act
effectively at the strategic level. These practices have been distilled by design
researchers and design practitioners from, for instance, design consultancies including
Philips Design, Fabrique, npk design, Livework, Reframing Studio, Ideate, and IBM
Interactive Experience.

http://strategicdesignbook.com/

Dentro da vasta esfera do Design Estratégico, que vai para além das suas respetivas definições,
existem as suas áreas de atuação, que indicam aonde e como (de uma forma mais
generalizada) as estratégias são aplicadas.

"O MAS Strategic Design" é um módulo educativo da Universidade de Artes

da Zurich. Sendo que as universidades são um tipo organização, é possível
encontrar nesta escola exemplos de contextos de atuação.
Os estudantes participam em atividades de liderança, métodos de colaboração, e
possibilidades de novas tecnologias.

Após o final do programa da MAS, os graduados aprendem a:

- Extender as suas responsabilidades de liderança no campo das empresas

e da inovação social;

- Os designers devem conhecer-se a si mesmos e perceber o seu posicionamento perante o

comportamento estratégico;

- Ter uma vasta noção de conceitos, métodos e ferramentas cujo propósito é beneficiar os
processos de decisão;

- Construir, implementar e influenciar as decisões estratégicas; dar força a desenvolvedores de

terceiros para colaborações;

- Transformar organizações e outras comunidades; perceber os desenvolvimentos tecnológicos

e a sua interação direta com aspetos culturais do dia-a-dia.

Para além do módulo de design estratégico da MAS, existem mais seis cadeiras interligadas
com o mesmo, sendo essas a: CAS Design Thinking; CAS Design Methods; CAS Design
Leadership; CAS Design Technologies; CAS Design Cultures; CAS Culture Change (ZHdK/ZHAW).

Os estudantes que participam no programa CAS aprendem a lidar com atitudes desorientadas
e vários tipos de comportamentos, a influenciar outras pessoas com os princípios inovativos e
sociais do design estratégico, e a aprender as diferentes técnicas de abordagem. 1

1
SUIÇA. Zurich University of the Arts (2022) - MAS Strategic Design [Em linha]. Zurique: [s.n], 2007-23 . [Consult. 22,
Out. 2022]. Actualização diária. Disponível em WWW: <URL: https://www.zhdk.ch/en/continuingeducation/design-
450/mas-strategic-design/mas-strategic-design-5509>.
Estas práticas do design estratégico foram reveladas por investigadores do design que, por
exemplo, pertencem a organizações de design como Philips Design, Fabrique, npk design,
Livework, Reframing Studio, Ideate, e IBM Interactive Experience.

Os negócios são os principais consumidores do design estratégico, embora, atualmente, o

público e a política usufruíam também dessas estratégias e as ideologias que vêm com elas.

A aplicação do design estratégico é bastante variada, sendo que se aplica em branding de

produtos, desenvolvimento de produtos, identidade corporativa, branding corporativo,
modelos operacionais e negócios e prestação de serviços.

O design estratégico tem se tornado numa grande necessidade para a maioria das empresas,
especialmente num mercado de trabalho tão saturado e rápido.2

No livro "A Fine Line: How design strategists are shaping the future of business," Hartmut
Esslinger define quatro escolas de design. " Design clássico," que apela simultaneamente ao
coração a à mente do utilizador, não associando fortemente os produtos à identidade da
marca. O "Design Artístico" corresponde às tendências, mas não é algo pragmático/eficiente
ou de grande escala. A terceira escola é o "Design Corporativo", onde as equipas falham na
comunicação de ideias chamativas e vários compromissos levam a desbalanços na estratégia.

A quarta escola, segundo Esslinger, é composta por designers bastante criativos que
incorporam estratégias de forma fluente nas convergentes tecnologias, negócios, e
necessidades sociais e ecológicas.

A quarta escola visa atuar, nomeadamente, em várias organizações para criar objetos físicos e
virtuais que são inspiradores na sua utilidade, beleza, e responsabilidade ecológica, enquanto
que, ao mesmo tempo, sustentam os objetivos de vários negócios e o impacto do próprio
design.3

Em síntese, o design estratégico atua em várias organizações e no desenvolvimento de

projetos. Uma capacidade forte de liderança e de escolha de decisões beneficia o sucesso das
estratégias, sendo que, em várias universidades, a aprendizagem do design estratégico é
reforçada para garantir um futuro inovativo, social e ecológico para o design em si.

2
CALABRETTA, Giulia [et al.] (2022) - Strategic design: Eight essential practices every strategic designer
must master [Em linha]. [s.l]: [s.n], 2022, actual. 22 Jun. 1999. [Consult. 22, Out. 2022]. Disponível em
WWW: <URL: http://strategicdesignbook.com>.

3
ANDERSON, Lee (2020) - Seeking a concise definition of Strategic Design [Em linha]. [s.l]: [s.n], 2022,
actual. 29 Aug. 2020. [Consult. 22, Out. 2022]. Disponível em WWW: <URL: https://uxdesign.cc/seeking-
a-concise-definition-of-strategic-design-4fd4e3d911af>.