2025-10-15 –, Hall 1B
This talk will explore the relationship between design strategy and business strategy and how they interact. The core question is whether design strategy and business strategy are complementary, whether one is a part of the other or they operate in parallel with specific points of convergence throughout their life cycles. Various tools and methods are used to define and execute design and business strategies. For example, journey mapping, user research, and wireframes are some of the tools and methods used for design strategy and SWOT analysis, competitive benchmarking, and strategic planning frameworks for business strategy. This talk will use a real-life example, a product transformation project to examine the similarities and differences between these two types of strategies and how AI could help define and execute these in a harmonized and productive way.
I am Zahra currently leading SAP Design HUB Berlin and working on defining and executing design strategies for various products in SAP Signavio. I am serving as an OKR champion for a group of business modeling products and focusing on harmonizing their user experience.
I grew up with lots of books around me and when I was in high school I enjoyed solving geometrical and mathematical issues, which guided me to study computer science, which has been followed by studying Master of Design. I excel at connecting the dots to craft holistic solutions for complex challenges, combining a designer's creativity with an engineer's analytical thinking.
I recognize and cultivate potential in others, this together with my positivity and curiosity inspires others to reach new heights. In design, my focus is on design strategy, design leadership, and design OPS.