How to use Strategic Design process to address complex challenges. A practical case of application to discuss Strategic Design process’ fundamental traits.

In recent years, new market rules have forced changes in how companies re-late to their customers. It is necessary to create new solutions precisely adapted to customers' needs. To do this, companies must expand their boundaries and adopt a transdisciplinary approach. In this panorama, the adoption of Strategic Design - meant as an approach to creating innovative product-service systems that characterize the company and its market posi-tioning - appears fundamental and decisive. This paper deals with a practi-cal case of application of the Strategic Design approach from a company op-erating in a non-traditional sector. The aim is to show the fundamental steps the company took in order to develop a new strategy thanks to the adoption of Strategic Design. As a result of adopting Strategic Design, the company created a new offer comprising a coherent and innovative product-system. This paper presents the positive implications emerged for the company from its adoption of Strategic Design.