How to Strengthen Product Strategy with Design

This Delivery Fellowship session focuses on how design can strengthen product strategy and move from a supporting role to a strategic advantage inside modern organizations.

In many organizations, design is still treated as a service function that executes product tickets rather than helping shape product direction. Yet the companies building the strongest products today are those where design contributes to strategy, influences decisions, and improves measurable business outcomes.

In this session, we’ll explore how organizations can strengthen product strategy through design, identify where design maturity is missing, and understand how stronger design practices can improve product outcomes and reduce operational friction.

Featured Speaker: Twisha Shah-Brandenburg (MDM 2014)

Service Design Leader, Target

• Product and service design leader with more than 20 years of experience scaling human-centered design inside complex enterprise organizations.
• Led design initiatives at companies including Target, Venmo, BMW, and Instacart, translating business strategy into systems and experiences that work for both customers and the teams who build them.
• Teaches at the Institute of Design and writes about design leadership, organizational alignment, and building mature design practices.