Understanding Design Thinking, Exploration and Exploitation: Implications for Design Strategy

The planning and execution of an appropriate design strategy is crucial in order to maximize the potentialities of an organization’s design assets. However, many cognitive biases about design and its role in the organization still remain for many managers and decision makers. This article aims to clarify what those cognitive biases are and illustrate the so called ""third mind frame which is “design thinking”.Some authors point out that the stagnation present in many organizations is due to the fact that they remain focused for too long in the exploitation of current knowledge. Similarly, understanding design strategy as solely focusing in the management of existing design assets may risk creating ossification and obsolescence in the organization in the long term. Other branches of design such as advanced design could be of aid as a complement to design strategy and design management, in order to maintain the explorative side of design and keep exploring new business opportunities and new behaviors of consumers that could eventually translate into new products.