Competition is now increasingly global, with increasing erosion of national borders. Indonesia is also exposed to these challenges, especially with the current implementation of the AFTA-China, which would result in competition with the more pointed. Faced with this, the business must have an innovative strategy, one of them by relying on design strategy.
Reliable design strategy used by many world class companies. These products are not only good in terms of aesthetics, but rather have a mature concept, so that in addition can also be user friendly, reliable, according to the needs and preferences of consumers.
Examples of successful world-class companies in the design strategy is to rely on Apple. Apple creates innovative products with beautiful designs, also prioritizes user experiences. With its product designs are stylish, Apple managed to stand out among the competition.
Likewise, the BlackBerry, which now is booming in Indonesia, both among young and old, from teens to executives. One of them is because the BlackBerry has a good design strategy, this can be seen from how the BlackBerry can provide various services that are not found on other handsets. Ease in typing various documents, store data, receive and send data, until the Internet connection 24 hours a handful of the benefits perceived by users of the BlackBerry.
Why design a strategy so important?
First, as discussed above, a good design strategy would create a company to stand out among fierce competition. When other producers compete only by offering similar products, similar to each other, Apple dared to different product innovation. Starting from the iMac, Macbook, iPods, up to the iPhone, has a design and unique user experience, unlike the products offered by other manufacturers.
Design strategies are also useful in providing brand identity. From logos, brochures, billboards, advertisements in print media, TV and others, all are equally play a role in communicating the brand to consumers. A strong brand identity and consistency will be able to influence the purchase intention of consumers. A consistent design strategy is very important, because it can instill a strong image to consumers, while on the contrary, if the strategy is not consistent design will only confuse consumers.
Different design strategies with the design. Design strategy has been to consider all aspects of communication to consumers, while the design does not. Communication strong brands and consistently, can make a new brand and popular, because it is easy to remember by the consumer. A good brand communications can also give a small company image like a company so large.
Design Thinking
Recently, the terminology of design thinking that was developed by the CEO of IDEO, Tim Brown, the more discussed. IDEO is a company that focuses on innovation and design. What is design thinking? In short, design thinking is a method that adjusts between the needs of people with the technical feasibility (technology) with a proper business strategy. Thus, this later can be a customer value as well as market opportunities. Innovation carried out by human nature-centered, aka a higher priority to consider in terms of consumer needs (people) first, then business. Design thinking itself is an important part of the strategy desain.Proses Design Thinking
According to Tim Brown, design thinking process generally consist of three phases:
Inspiration
Inspiration is a collection of insights generated from observing the world. A designer get inspiration from seeing, hearing, and also experimented. Inspiration can come by way of empathy, ie seeing the world through the eyes of others, so that they can understand things social, cultural, cognitive, emotional, physical up. Through this design, then a designer can give effect to others, for example by raising consumer emotional when I saw an ad.
Ideation
Brown also stressed the importance to create a prototype in order to learn a more profound idea. The existence of a prototype can stimulate discussion, so that can know how the advantages and disadvantages of a product. Often designers have to make a prototype over and over again, until you reach a satisfactory result.
What if there is no prototype? For example a company trying to develop new products. If no prototype, then everyone in the organization will have ideas and different thoughts, or even just do not have a clue. However, if there is a prototype, then people will have the same views on those products, and even can provide useful feedback.
Implementation
Most end up as an idea only an idea just because it failed to be implemented. Therefore, so that ideas could be passed and implemented, then do Storytelling, by way of explaining the design concept in the relevant context for our stakeholders. Storytelling allows to develop and express ideas more clearly.
This story can be a presentation, pictures, movies, experience, and others, which is important to provide assurance to stakeholders to implement these ideas. Often, in the midst of doing Storytelling, you gain new inspiration is the very best ideas.
In applying the design strategy, it is important for companies to always be customer-oriented, the alias is always the focus in adapting to the needs and tastes of customers. Markets, industry trends and increasingly today is always changing, so you also have to develop this design strategy a continual basis.
For example, some companies make a breakthrough design. If selling in the market, in a moment the other party must have raced each other to emulate. Therefore, innovation in design should always be done. Only with these innovations, the business can survive and excel in the competition in the market.