Strategic Choice-Making in Complex Spaces of Innovation

Deaa Bataineh’s research proposes design as a Strategic Choice-Making© practice for navigating complex spaces of innovation. By influencing features at the micro level, his work demonstrates how orchestrating resource flows across interconnected systems can drive large-scale transformations. Central to this perspective is the Strategic Choice-Making Model (SCMM), which provides a structured method for aligning design choices with institutional priorities, bridging multi-system integrations, and guiding platform-infrastructure transitions. Ultimately, Bataineh’s research offers a scalable framework for institutions, governments, and industries seeking to align value creation with design-driven growth.

Deaa Bataineh is a designer, researcher, and consultant specializing in driving innovation at the intersection of design, strategy, and systems. He approaches design as a choice-making practice, addressing complex intersections in areas such as energy, mobility, health, and food to guide organizations in transforming public infrastructures—such as EV charging stations, cashless payments, or emergency response systems—into platforms for equitable, sustainable, and intelligent transformation.

Deaa actively engages with the design, business, and academic communities, delivering talks, workshops, consultations, and design services for a range of organizations. His work has received multiple awards and recognitions, including the National Designer of Jordan in 2008 and the One Show Award – One Club Organization in NYC, Fast Company’s World Changing Ideas Awards, Innovation by Design, and Core77 Design Awards, in categories such as Politics & Policy, Urban Design, Consumer Technology, and Transportation.

He serves on the Auxiliary Board of the Design Museum of Chicago, co-founded the design department at Jordan University of Science and Technology (JUST), and recently launched espresso?, a podcast offering insights into design, systems, and strategy.

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