“Design strategy is about serving people… The real challenge is in trying to solve the human problem. It’s about understanding their needs, their aspirations, and then meeting them in some way. So we are serving them. But sometimes their needs are to be surprised and delighted, and they can’t tell us how to surprise and delight them. That has to come from us as creative people in our profession.” – Chris Hosmer

This quote is from the Design Strategy Group Continuum’s excellent video on design strategy.

Thanks to a tweet from @tyeshasnow for sharing this video.

1. Design thinkers look past a project to the next step in the strategy
2. Understanding the specific activity we’re supporting is critical to good design
3. Understanding that all design happens within a context is key to becoming a good designer
4. Focus on understanding the behavior and performance of people using a design
5. Design is a “whole brain” process