Design strategy is the intersection of product design and business strategy. Design strategy can be applied in two levels: the product level and the company level.
Design strategy on the product level: The design strategy at the product level is a statement of all the product requirements. These requirements need to accommodate the client’s business needs, the users and stakeholders needs and the technological requirements. The design strategy is based on data which is collected in the research stage of the product and then implemented into the product design.
Design strategy on the company level: Design strategy can also be applied to the bigger picture and help companies understand how they can innovate within their given abilities and where they should focus both immediately and over the long-term. Design strategy can help companies identify new market segments, turn problems into solutions, strengthen their brand, generate more sales and create longterm brand loyalty. The process of creating a brand strategy requires a thorough analysis of the company’s existing products and manufacturing abilities, market research and user research, which are then translated into a working plan for area of focus and product development.