Understanding Strategic Design

Understanding Strategic Design: An interview with Etienne Fang

A merging of the ability to design and the ability to understand the full and widening arc of the design process is a continually growing aspect of what defines the current role of designers. Everyone from management to production must be involved in and understand the process in order to fully contribute and fully take advantage of its benefits. We’ve come to understand that design and strategy are not in a contentious relationship. Rather, they depend on one another in the realization of successful products, services and brands. From a strategic design perspective designing can be research and research can be designing.