Title: Enhancing design strategy through visual mapping: the strategy map

Authors: Ricardo Lopez-Leon; Enrique Macias

Addresses: Design Sciences Center, Autonomous University of Aguascalientes, Aguascalientes, 20131, Mexico ' Design Sciences Center, Autonomous University of Aguascalientes, Aguascalientes, 20131, Mexico

Abstract: The goal of this to paper is to present the Strategy Map: a visualisation tool for planning and activating design strategy. This paper highlights not only the beneficial practical aspect of this tool but also the epistemological background that will allow flexible, adaptable, and holistic thinking and practices when working with it. The Strategy Map (SM) is the result of a Master's Research that aimed to develop integral design practices. As a method, SM was effective in planning design strategy, and at the same time as a visualising tool. Thus, this paper focuses on developing the theoretical background of the SM, not present in the master's dissertation, and construct a step-by-step process on how to implement it for strategic planning. This is not a case study paper; it is an article that will describe in depth the epistemological foundations of a method-tool designed to develop integral strategic planning.

Keywords: design strategy; visual mapping; strategic tools; visual thinking; strategic design; visual tools.

DOI: 10.1504/JDR.2020.112052

Journal of Design Research, 2020 Vol.18 No.1/2, pp.96 - 111

Received: 25 May 2020
Accepted: 23 Sep 2020

Published online: 16 Dec 2020 *

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