Towards strategic design: the experience of two Colombian MSMEs


  • Vanessa Segura-Duque Ergofactos SAS
  • Gabriel García-Acosta Universidad Nacional de Colombia
  • Lina Peñuela-Delgado Cointec SAS
  • Karen Lange-Morales Universidad Nacional de Colombia



This qualitative-interpretive study reflects on the experience of two MSMEs that adapted rapidly to meet the need for protection products and maintain their production in the midst of confinement decreed by the city and country authorities, as a containment measure for the pandemic caused by the Covid-19, and where design was a key factor. The different experiences are organized taken the Product sociotechnical Cycles (PstC) model as a conceptual basis, analyzing the case studies from the organizational capabilities of industrial design, as well as from design-driven innovation. The article ends by summarizing the learnings, emphasizing the value of design with a strategic focus, in these processes of change.

Author Biographies

Vanessa Segura-Duque, Ergofactos SAS

Research & Development

Gabriel García-Acosta, Universidad Nacional de Colombia

School of Industrial Design

Associate Professor

Lina Peñuela-Delgado, Cointec SAS


Karen Lange-Morales, Universidad Nacional de Colombia

School of Industrial Design






Specific design responses to the on-going crisis