Outline

Overview

This unit requires the application of design strategy methods and theory to address a real-world problem. Students will have the opportunity to advance their design strategy skills by exploring a complex problem and designing and implementing a design-led strategy in response. The unit will explore design principles, tools and methods that can be implemented to influence strategic decision and direction. Students will learn how to initiate, lead and manage design strategies in their own organisations and gain a deeper understanding of design strategy in a practical organisational setting. Each week, students will be challenged through evaluation and critique by the teaching staff and student cohort to help progress their project. The unit will culminate in a final presentation where students will present their final strategy design.

Unit details and rules

Academic unit	Design Lab
Credit points	12
Prerequisites ?	None
Corequisites ?	DESN9003
Prohibitions ?	None
Assumed knowledge ?	DESN9001 and DESN9002
Available to study abroad and exchange students	No

Teaching staff

Coordinator	Rohan Lulham, rohan.lulham@sydney.edu.au

Assessment

The census date for this unit availability is 31 August 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written work	Team charter Team charter shared and discussed in class	5%	Week 02 Due date: 16 Aug 2026 at 18:00	1-2 pages	AI allowed
Outcomes assessed:
Written work	Return brief and team research plan Share and present document in class	5%	Week 03 Due date: 23 Aug 2026 at 23:59	1-3 pages	AI allowed
Outcomes assessed:
Written work	Research components Documentation of specific research tasks	15%	Week 06 Due date: 13 Sep 2026 at 23:59	500-1000 words plus appendixes	AI allowed
Outcomes assessed:
In-person practical or creative task	Research outcomes and diagnosis session - PART 1 Sucinct presentation and planned discussion of strategy direction	10%	Week 08 Due date: 24 Sep 2026 at 15:00	Materials to support 7 minute session	AI prohibited
Outcomes assessed:
Written work	Strategy delivery plan Document discussed in class with plan and allocated tasks	5%	Week 08 Due date: 27 Sep 2026 at 23:59	1-3 pages	AI allowed
Outcomes assessed:
Creative work	Research outcomes and diagnosis session - PART 2 Supporting materials for Succinct presentation and planned discussion of strategy direction	5%	Week 08 Due date: 24 Sep 2026 at 15:00	-	AI allowed
Outcomes assessed:
Creative work	Individual strategy components text and visuals for strategy components	15%	Week 10 Due date: 18 Oct 2026 at 23:59	500-1000 words plus appendixes	AI allowed
Outcomes assessed:
Written work	Strategy report Strategy report that is presented and discussed with the client	20%	Week 12 Due date: 01 Nov 2026 at 23:59	1200-2000 words & less than 15 pages	AI allowed
Outcomes assessed:
Creative work	Personal and project reflection Individual reflection on project and professional development	20%	Week 13 Due date: 08 Nov 2026 at 23:59	800-1500 words	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

A1: Team charter (group): document and discuss a team charter that outlines team roles, responsibilities, rituals, relationships and commitments.

A2.1: Return brief and team research plan (group): a succinct return brief that positions the team project and states the research plan including team member responsibilities and tasks.

A2.2: research components (individual): Each team member’s documentation for specific research tasks allocated in A2.1 including documentation and reflection on the use of AI.

A2.3: Research outcomes & diagnosis session (group): Document, slides or posters to communicate the team’s diagnosis of the challenge, and discuss guiding policies with the client/proxy.

A3.1: Strategy delivery plan (group): Team’s plan for delivering the strategy document including individual team member responsibilities and tasks

A3.2 Individual strategy components (individual): Each team member’s documentation of the specific strategy tasks allocated in A3.1 including documentation and reflection on the use of AI.

A3.3: Strategy report (group): Teams will deliver a strategy report document that will also be presented to the client or proxy.

A4: Project and professional reflection (individual): Students reflect on the practice of strategic design, their project, the application of AI and/or their professional development.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Work of outstanding quality, demonstrating mastery of the learning outcomes assessed. The work shows significant innovation, experimentation, critical analysis, synthesis, insight, creativity, and/or exceptional skill.
Distinction	75 - 84	Work of excellent quality, demonstrating a sound grasp of the learning outcomes assessed. The work shows innovation, experimentation, critical analysis, synthesis, insight, creativity, and/or superior skill.
Credit	65 - 74	Work of good quality, demonstrating more than satisfactory achievement of the learning outcomes assessed, or work of excellent quality for a majority of the learning outcomes assessed.
Pass	50 - 64	Work demonstrating satisfactory achievement of the learning outcomes assessed.
Fail	0 - 49	Work that does not demonstrate satisfactory achievement of one or more of the learning outcomes assessed.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

A deduction of 5% of the maximum mark for each calendar day after the due date. After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Lecture: Induction and Introduction. Tut: Strategic Design practice	Lecture (1 hr)
	Lecture: Induction and Introduction. Tut: Strategic Design practice	Tutorial (2 hr)
	Lecture: Induction and Introduction. Tut: Strategic Design practice	Practical (3 hr)
Week 02	Lecture: Strategic (design) practice. Tut: Briefing, mapping & planning; practice explore	Lecture (1 hr)
	Lecture: Induction and Introduction. Tut: Strategic Design practice	Tutorial (2 hr)
	Lecture: Induction and Introduction. Tut: Strategic Design practice	Practical (3 hr)
Week 03	Lecture: Strategic design research – the organization. Tut: org research & understanding	Lecture (1 hr)
	Lecture: Strategic design research – the organization. Tut: org research & understanding	Tutorial (2 hr)
	Lecture: Strategic design research – the organization. Tut: org research & understanding	Practical (3 hr)
Week 04	Lecture: Strategic design research – the context. Tut: Context research, mapping & AI	Lecture (1 hr)
	Lecture: Strategic design research – the context. Tut: Context research, mapping & AI	Tutorial (2 hr)
	Lecture: Strategic design research – the context. Tut: Context research, mapping & AI	Practical (3 hr)
Week 05	Lecture & tutorial: Diagnosing the challenge & Guiding Policy/ Framing	Lecture (1 hr)
	Lecture & tutorial: Diagnosing the challenge & Guiding Policy/ Framing	Tutorial (2 hr)
	Lecture & tutorial: Diagnosing the challenge & Guiding Policy/ Framing	Practical (3 hr)
Week 06	Lecture: Digging deeper & broader Tutorial: Dark matter, tensions and analysis	Lecture (1 hr)
	Lecture: Digging deeper & broader Tutorial: Dark matter, tensions and analysis	Tutorial (2 hr)
	Lecture: Digging deeper & broader Tutorial: Dark matter, tensions and analysis	Practical (3 hr)
Week 07	Lecture: Meeting with clients Tutorial: client collaboration sessions	Lecture (1 hr)
	Lecture: Meeting with clients Tutorial: client collaboration sessions	Tutorial (2 hr)
	Lecture: Meeting with clients Tutorial: client collaboration sessions	Practical (3 hr)
Week 08	Lecture & tutorial: Reflection, pivoting & planning	Lecture (1 hr)
	Lecture & tutorial: Reflection, pivoting & planning	Tutorial (2 hr)
	Lecture & tutorial: Reflection, pivoting & planning	Practical (3 hr)
Week 09	Lecture: Criticality & optimism. Tut: Digging, dancing and iterating ideas	Lecture (1 hr)
	Lecture: Criticality & optimism. Tut: Digging, dancing and iterating ideas	Tutorial (2 hr)
	Lecture: Criticality & optimism. Tut: Digging, dancing and iterating ideas	Practical (3 hr)
Week 10	Lecture and tutorial: Futuring and other methods	Lecture (1 hr)
	Lecture and tutorial: Futuring and other methods	Tutorial (2 hr)
	Lecture and tutorial: Futuring and other methods	Practical (3 hr)
Week 11	Lecture: Communicating strategy. Tut: text, visuals & reports	Lecture (1 hr)
	Lecture: Communicating strategy. Tut: text, visuals & reports	Tutorial (2 hr)
	Lecture: Communicating strategy. Tut: text, visuals & reports	Practical (3 hr)
Week 12	Final client presentatations	Lecture (1 hr)
	Final client presentatations	Tutorial (2 hr)
	Final client presentatations	Practical (3 hr)
Week 13	Lecture: Reflection on Action. Tut: Project review, team reflection & hand-over/ closure	Lecture (1 hr)
	Lecture: Reflection on Action. Tut: Project review, team reflection & hand-over/ closure	Tutorial (2 hr)
	Lecture: Reflection on Action. Tut: Project review, team reflection & hand-over/ closure	Practical (3 hr)

Attendance and class requirements

Students are expected to attend a minimum of 90% of timetabled classes in accordance with the School Resolutions. Attendance supports engagement with learning, feedback, critique and collaborative activities. Attendance records will be maintained throughout the semester. Where attendance falls below the expected level, the Unit Coordinator may exercise the discretion available under the School Resolution, including determining whether attendance has affected a student’s ability to demonstrate the unit learning outcomes or requiring additional assessment where appropriate.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 12 credit point unit, this equates to roughly 240-300 hours of student effort in total.

Required readings

Calabretta, G., & Gemser, G. (2017). Building blocks for effective strategic design. Journal of Design, Business & Society, 3(2), 109-124.

Camburn B, Viswanathan V, Linsey J, et al. Design prototyping methods: state of the art in strategies, techniques, and guidelines. Design Science. 2017;3:e13. doi:10.1017/dsj.2017.10

Hill, D., & Melander, A. (2025). Strategic Design for Public Purpose: Enriched and Expanded Practices for Human-Technology Interaction. In Human-Technology Interaction: Interdisciplinary Approaches and Perspectives (pp. 23-80). Cham: Springer Nature Switzerland.

Wendt, T. (2018). Arational design. In Advancements in the Philosophy of Design (pp. 101-120). Cham: Springer International Publishing. https://link.springer.com/chapter/10.1007/978-3-319-73302-9_6

Rumelt, R. P. (2022). Getting strategy wrong—and how to do it right instead. The McKinsey Quarterly. https://cbswtax.com.au/wp-content/uploads/2022/07/Getting-strategy-wrong-and-how-to-do-it-right-instead-McKinsey-Co-April-2022-Richard-Rumelt.pdf

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. understand the difference between good and bad strategy and design
LO2. develop ability to use design methodologies to inform a strategy diagnostic and problem formulation
LO3. develop ability to apply a strategic design framework to drive strategy formulation
LO4. develop ability to use design methodologies to design strategy recommendations and action plans.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

Developed some addittional structure around lectures and key readings, but keeping it connected to the strategy practice projects teams are engaging in. Broadened projects scope from strategies to also include strategic initatives

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Disclaimer

On this page

Useful links

DESN9100: Major Project Strategic Design

Semester 2, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Disclaimer

On this page

Useful links