The Key to Better Solutions: Designing with Future Awareness.

I’m the kind of person who is always trying to flip the script, exploring how to do things better—differently, more productively, more efficiently, and in a broader way. And the thing is, when we design we almost always focus either on the past or the present. We rely on what we already know, on what we’ve seen work before, and we design within those limits. But what about the future?

Rethinking the 'Mainstream' Design Process

When we enter the planning and ideation phase of a product, a service, or any design solution, we often work within the current framework, using tools like PESTEL analysis (or its variations, such as STEEPLED, interviews, and others) to understand the context. And while this is useful, it also creates a barrier: it forces us to design for the present, limiting the longevity and impact of what we create. In the worst cases, our solutions are born with an expiration date. And yet, throughout our training and careers, we've been told that timeless design is good design—design that remains relevant over time, responding to the evolving needs of both society and clients.

If we truly want to design with a strategic vision, we need to expand our perspective beyond the present and anticipate what’s coming. Focusing solely on the present is risky: what seems functional today may become obsolete sooner than we expect. This isn’t about predicting the future but about exploring possible scenarios and designing solutions that can evolve with them. A forward-thinking design not only addresses current problems but also prevents future obstacles and adapts more effectively to change, creating solutions that can transform along with the possible futures ahead.

This approach not only benefits us as designers by expanding our analytical and creative capabilities, but it also enhances the value of the service we offer.

A design that considers the future not only solves current problems but also prevents future challenges and adapts more fluidly to change.

To achieve this, we must leverage all the tools at our disposal. Strategic foresight, speculative design, trend analysis, along with other resources such as artificial intelligence and big data, enable us to design not just for today, but for what’s to come. The intersection of design and foresight not only drives innovation but also reinforces our responsibility for the impact we create.

The long-term impact of design is crucial: the decisions we make today shape the world of tomorrow. Our choices influence how society and markets evolve, and we cannot afford to only solve immediate problems without considering the ripple effects our solutions may generate in the coming years.

That’s why, as designers, we have the responsibility to go beyond the now and design with a future-oriented perspective. Design is not just about shaping what exists today but about creating solutions that will make sense tomorrow. Because if we only design for the present, we are missing out on the full potential of what we could truly achieve.

Strategic Foresight and Customer Experience

If we apply this mindset to customer experience design, the impact multiplies. We cannot design experiences based solely on what consumers need today; we must anticipate their expectations and the social, technological, and cultural transformations that will influence their behaviors. Incorporating tools such as speculative design, strategic foresight, and trend analysis allows us to understand how consumer needs will evolve and how to provide better service in the long run. This includes designing service models that are more flexible, accessible, and adaptable to ever-changing contexts.

That’s why I believe that strategic foresight is not just a valuable tool, but an essential resource for any designer who aspires to do their job well. And if we haven’t trained in it yet, it’s better to start late than never.