The Extended Value of Design: an Advanced Design Perspective

Design is increasingly recognized as a key strategic asset and a source of added value for companies. However, the value that design generates is not confined to the end result of the design process . The need to focus on continuous innovation, and advancing tomorrow’s products and services often finds the right answers through the production of intermediate components of the design process that are essential for the obtainment of the final result. Advanced Design, being a practice aimed at foretelling possible future perspective envisioning product and process forms, is a branch of design that is mostly process-oriented. This paper discuss the different ways in which Advanced Design supports the development of instruments and practices aimed at supporting and managing value creation. This paper intends to debate on the numerous contributions that designers bring both for industry and non-profit sectors through components of the design process and illustrate it with case studies.