Linking Services Design to Strategy

摘要

Services Design can be a key asset for competitive advantage, as an instrument for operational excellence or strategic positioning. As the activity aimed to create meaning, design plays a pervasive role on strategic positioning. From the need to develop the design discourse according to the strategic position and vice-versa. This paper focuses on the conceptual connections between both, defining a framework for their simultaneous development and definition, in straight connection to the company's activities. We present and describe the use of a specific methodology tool, the Strategic Design Opportunity Matrix (SDOM), that allows a visual description of the areas of design on which to perform, according to selected value attributes linked related to the company's activities. This will contribute to the definition of the Design Discourse that will support the strategic positioning statement.