Ilustration: The ongoing cycle of design. ©ThinkWyn

For additional background on Strategic Design please read this companion article: Why We Need Strategic Design.

A successful approach to systemic change, like any good design, is an amalgamation of various disciplines. At ThinkWyn when we take on systemic change projects, we adopt human-centered design and systems thinking mindsets. We challenge ourselves to think about the circular economy and how our work can help systems regenerate themselves with minimal impact on the environment. These are no doubt grand ideals and can feel abstract. Yet we adopt these mindsets as a way to help us to define the first-principles for our projects and as grounding forces to guide decision-making.

The Role of Design in Systemic Change

Strategic Design works best when it’s positioned to facilitate equitable partnerships from the outset of a project. The ideal context and role for Strategic Design is to build bridges between business, public, and the third sector — with a specific focus on how these disparate areas can have a positive social application. Design depends on deep and inclusive insights — it’s literally considered bad practice or shoddy design to NOT have diverse inputs and connections. …


Modified Design-led Innovation Framework
Bucolo, S., Wrigley, C., & Matthews, J.

At ThinkWyn, we’re a Strategic Design firm and we’re deeply interested in complexity. We search for difficult and large-scale problems. We are endlessly curious and hopeful. And we believe that a human-centered approach to designing for systemic change is the way forward.

In this article our aim is to share our perspective on Strategic Design and why our increasingly connected society needs more, thoughtful, and purpose-driven design.

The pace of change and growth that we live in today is creating new and emergent contexts that are dynamic and moving at an increasingly rapid pace. The result is we’re experiencing contexts that do not have established precedents for us to draw from. From healthcare, to education, to the legal landscape, and the environment there is no shortage of systemic complexity.

We have organizations. societies, and civilizations that connect and overlap in completely new…


Connecting strategy to execution through the lens of culture, leadership styles, and team skills.

At ThinkWyn, we’re sharing some of the tools we use with Product and Design teams and leaders who are seeking to clearly connect their strategy to execution — specifically organizations that want to distinguish the culture, style, and skills of their teams that focus on growth.

In this video (below) I share one of the strategic tools we use in both executive education courses and with clients. …


In the spirit of iterative experimentation I’ve recorded a conversational version of this post. Should you choose to listen to the audio, I’d love to hear your feedback on if or how this impacts your understanding of the topic. Thank you!

The hot conversation in business is Transformation. Specifically, Digital Transformation. There’s good reason for the popularity — it’s well-documented how Digital is disrupting everything. How your customers experience your organization, how your employees experience their work inside the organization, and how deeply the external experiences (competitors, regulators, etc) affect your organization. When we talk about transformation, we’re talking…


Meeting Joe

A contact put me in touch with Joe. I knew little about Joe but what I did know about him was compelling. Joe had cognitive and physical disabilities as well as PTSD — the effects which stemmed from his time in the military. He was polypharmic — which means he had been prescribed multiple medications which he was required to take each day, multiple time per day. From what I understood of Joe’s daily activities revolved around his medications. He took medications at certain intervals throughout his day…

Pete Kinser

Design is an expression of our values. Co-Founder & Strategic Design Principal www.ThinkWyn.com

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