Abstract
In technical communication education, design is often narrowly and essentially framed as execution of features. This approach fails to account for the innovative phase of user research, the iterative design process, and contextual factors such as workflow and governance. Inspired by Alan Cooper's Goal-Directed Design (2014), this paper advocates for a "design strategy" approach to the practice and pedagogy of design in technical communication. In particular, it calls for treating design as a process of research, discovery, prototyping, execution, and evaluation. This design process must strategically serve organizational objectives and user goals.