From visuals to impact: strategic design at the heart of business competitiveness
IN BRIEF
- Strategic design is closely linked to a company’s overall strategy and supports the development of products, services, and ways of working.
- Design helps companies stand out, innovate, and improve the customer experience in an environmentally sustainable way.
- In addition to visual skills, designers are also trained in business, sustainability, and technology.
Things were quite different when Paulo Dziobczenski, Chief Specialist of the Institute of Design and Fine arts of LAB University of Applied Sciences specialising in strategic design innovations, studied graphic design in Brazil. Back then, designers often entered the product development process late, primarily focusing on the visual aspects of the creation. Nowadays, however, he is a promoter of strategic design, talking about how designers play a crucial role throughout the entire process – from initial research and concept development to final implementation.
“Strategic design refers to the different ways companies can utilise designers and design skills for growth and sustainability goals. Designers bring a unique perspective to the entire process. They ensure that products and services meet the needs of their target audience while minimising their environmental impact.”
Dziobczenski explains that designers contribute immense value to companies, far beyond just planning tangible products. They drive innovation, sustainability, and business efficiency, while also improving customer experience through human-centred solutions. These efforts are vital to strengthening and reinforcing a company’s brand.
“Design is not only about mastering Photoshop. In addition to visual skills, designers nowadays learn about business, sustainability and technology, enabling them to help companies thrive in constantly evolving markets.”
Strategic design is vital in creating more sustainable products and services
In line with LAB’s three key competencies – intangible value creation, multipurpose materials and human well-being – design students are educated in a deep understanding of sustainability principles and practices. This allows them to develop products and services that reduce environmental impact and promote sustainable resource use and recycling.
“Designers have a huge responsibility as they have a say in the creation and final outcome of a product. That is why it is important for them to take into account the impact the product has on the environment now and in the future. If they don’t have that education, they are going to decisions that are not good for the environment,” Dziobczenski says.
Sustainability and how design can help to increase the planet’s well-being is also a key perspective in a recently formed “Design for Futures” research group that Dziobczenski is part of.
One way to make product design more sustainable is by carefully selecting materials and considering the product’s entire lifecycle, including its afterlife.
“According to an EU estimate, over 80 per cent of all product-related environmental impacts are determined during the design phase of a product. This means we can achieve a significant effect by finding ways to design products with a smaller environmental impact, including the energy consumption throughout their entire life cycle.”
How design helps strengthen competitiveness:
Human-centered solutions and understanding customer needs. Designers ensure that products and services meet the needs of their target audiences, improving customer satisfaction and strengthening brand competitiveness.
Innovation and business development. Design is involved throughout the entire process – from research and concept development to implementation – supporting the creation of new ideas and the development of business operations.
Sustainability and environmental impact management. Designers can create products and services with minimal environmental impact, while supporting the adoption of green technologies and sustainable solutions.
More designers in leadership roles
Dziobczenski points out that many companies fail to recognize or fully utilize design’s potential to boost their longevity, competitive edge, and adoption of green technologies. This was researched, for example, in the “Muotoilu OK!” project by LAB, which measured the design maturity of companies in the Lappeenranta region.
“Many companies still see design as strictly tied to aesthetics and visual elements. They need to understand the broader benefits designers can bring to their strategy and planning. We're working to show them that designers are also equipped to lead workshops, conduct resource planning, and more.”
As the role of designers becomes increasingly more strategic, Dziobczenski sees growing opportunities for them to also assume leadership positions within organisations.
“Designers are educated in creative skills, and they are good at coming up with ideas and solving problems. These are skills that are in high demand also in leadership positions and can drive innovation and influence organisational culture. Furthermore, in design, you are always thinking about things in terms of what is best for the consumer, which teaches you to empathise with people. In these times, this is a skill needed more and more in all aspects of life.”
