Seeking a concise definition of Strategic Design

With the help of frog’s Hartmut Esslinger.

Photo by Joel Henry on Unsplash

In his book, A Fine Line: How design strategists are shaping the future of business, Hartmut Esslinger defines four schools of design. “Classic design,” he defines as output that appeals to both the heart and the mind of the user. Products are more human-centered but are not inherently linked to brand identity…