Strategic Design Research Journal

TXM Business methodology applied to the development of new businesses

Luiz Salomão Ribas Gomez — 2025-01-17

This article aims to present a methodology applied to new business development in the pre-incubation phase of Brazilian startups. The structure of this methodology has its origins in branding and design methods, with a hybrid, non-linear and co-creative approach. Based on this approach, the methodology was restructured, bringing the design process orientation for entrepreneurs to develop new businesses. Its application occurs through Cocreation laboratories, which apply pre-incubation processes for new classes of entrepreneurs every five months. In 2020, 19 units of pre-incubation laboratories were established - called Cocreation Labs - whose classes of entrepreneurs could evaluate their perception of the TXM Business methodology. The results of this analysis are presented in this article and show that there is a preference for the linear conduction of processes, that the methodological tools indicated were perceived as important contributors to business development, and that the methodology contributes to creativity especially in relation to the development of ideas and flexibility in exploring new possibilities.

Strategic use of Design Fiction in Technology Innovation Management

Alberto Calleo — 2025-01-17

The paper proposes to analyze the role of anticipatory practices in understanding the processes of technological evolution in defining innovation strategies within organizations. To support decision-making processes in technology innovation management, it has proposed that the rapid development of the innovation dynamics of the fourth industrial revolution could be framed through interpretive models such as the Hype Cycle. In order to guide the development processes within organizations, it is argued that it is necessary to further articulate such interpretative model through the development of design priority maps. Design priority maps are intended to assist in assessing the potential impact of technological innovations in complex environments influenced by multiple factors. Such design priority maps make use of emerging technology reports and analysis sheets accompanied by design fiction prototypes capable of enhancing evaluative capabilities to support decision makers and stakeholders. The paper specifically analyzes the potential and opportunities that the use of design fiction can bring within decision-making and research and development processes.

A Systematic Review of Systemic Design Frameworks for Complex Challenges

Skye Smith — 2025-01-17

Systemic design has been noted as a promising scaffold to approach the emerging challenges faced by designers in understanding the dynamic and interconnected problems that define contemporary reality. The field can briefly be described as an attempt to integrate systems and design thinking with complexity and solution-oriented methods. While a range of literature on systemic design is available, its defining framework remains elusive and further development is needed to understand and investigate its viability. This article employs a systematic qualitative literature review in order to explore and synthesise existing systemic design mindsets, processes, and methods. The synthesis of frameworks acts to provide greater insight into the orchestration of applying systemic design to complex problems. It concludes by identifying potential challenges and limitations within the field. In particular, a limited investigation of consumer behaviour is present, with more focus given to material and production throughput.

Making promise visible through design

Íñigo Urquía Uriaguereca — 2025-01-17

This article aims to review two fundamental concepts of the doctrine of corporate identity pioneer Wally Olins: the corporate brand as a "promise" and the effectiveness of brand architecture to make it visible. On the occasion of the tenth anniversary of Olins’ passing, we propose to vindicate the figure of one of the most influential theorists and practitioners in the field of organizational strategy and design. The paper investigates the concept of "promise" from a philosophical and anthropological perspective. Specifically, it takes as a framework of interpretation the philosophy inaugurated by José Ortega y Gasset and continued by Julián Marías for the understanding of human life and communities. The theory of brand architecture as a visual solution to imagine the structure and relationships of an organization is also reviewed. Finally, these concepts are verified based on a place branding case developed by the consulting firm Saffron for the City of Vienna. The analyzed case reveals the benefits of clarifying a common promise in the face of an identity problem, as well as the effectiveness of brand architecture to manifest it symbolically.

Design with The Living: Learning to Work Together

Elisa Strobel do Nascimento — 2025-01-17

Designing with other living organisms (biodesign) is reportedly different from designing with traditional materials such as glass and wood. This paper aims to present the development and testing of a framework for teaching and learning the biodesign process in an undergraduate context with limited resources. Limited resources meaning the lack of a studio space and a laboratory. This seems to be a research gap in the literature review. The methodological strategy to achieve the framework is Design Science Research. The framework is organized in two context spaces: the classroom and the student`s homes. Six are its elements: (1) Concepts, (2) Repertoire, (3) Project methodology, (4) Practice, (5) Management, and (6) Reflections. There are materialities to the framework, like a project journal and a grow-it-yourself kit – as well as activities, like brainwriting and tinkering. The framework was evaluated in an undergraduate Product Design program with no access to a laboratory and no proper studio space. Through triangulation, we found that 14 of the established learning objectives were considered as met and 7 were considered as partially met. We discuss the results with other biodesign practices in formal education. Future developments of the framework include the creation of an elective introductory biodesign course.

Editorial

Carlo Franzato — 2025-01-17

This editorial introduces the second issue of the 2023 year, featuring 5 peer-reviewed papers with diverse design approach related to strategic design, such as systems design, biodesign, business design, advanced design, and branding.