Media: NextD Report on Design and Strategy Conference

"Perspectives on Design and Strategy: Points of view from the 2005 Institute of Design Strategy Conference", published by the Institute of Design, IIT offers interviews with several contributors on the subject of how design in starting to appear in general business strategy and what that might mean.

'Consumers now get angry when the interaction design of a product or service is not perfect. People used to think it was they who were stupid; now they say the offering and the company are stupid.

'But design knowledge is more than just methods of understanding users. Executives are using design in the early stages of their processes and in solving types of problems that traditionally have not involved designers. This is in stark contrast to the conventional model of the past in which design was involved late in the process, making decisions about visual form after engineering and marketing had defined the basic direction,' says Patrick Whitney, Director, Institute of Design, IIT, in his introduction.

Associated Link: NextD: Perspectives on Strategy and Design: Points of view from the 2005 Institute of Design Strategy Conference

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