The Strategic Importance of Reframing
Sammanfattning: Software industry has been expanding and spreading its influenceover a huge number of products and services. Parallelto that, the industry as a whole has been more exposedto challenges complicated enough to be faced with simplesolutions. Due to its very dynamic nature, based on technologicaladvances, software companies are perhaps one of themost exposed group, creating issues, internal and external,that were not present some time ago. Meanwhile, design hasbeen more recognized as strategic, and for possessing sets oftools and methods to deal differently with problems in comparisonto, for example, traditional managers. One of thesepractices is ‘reframing’. Hence, this study aimed to investigatehow strategic design may contribute with organizationalchallenges faced by software companies through the use ofreframing. Based on an initial challenge received, a qualitativestudy inspired by ethnographic methods was conducted,and then Kees Dorst’ Frame Creation Model was applied overthe findings. The initial challenge was then reframed into aprocess that should be embraced by the company, instead ofgenerating a single solution. It was concluded that reframingand the Frame Creation Model can be valuable for solvingorganizational challenge, as much as it is for social challenges,the main area of application of the model. Also, some insightsabout how designers can act strategically within softwarecompanies are revealed (for instance, being a ‘bridge’between businesspeople and developers), together with findingsabout the behavior of the organization. This can serve asinspiration for other companies with similar issues, spreadingthe possibilities for designers to perform in this field,both as practitioners and as researchers.
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