Profile • The Institute of Design at Illinois Tech
In this interview, Deaa Bataineh shares the story behind his Strategic Choice-Making© model—a research-driven framework that positions design not just as a means of solving problems, but as a practice for expanding institutional possibilities. The piece traces Deaa’s journey from launching a design program in Jordan grounded in branding to a practice centered on reshaping how public and private institutions navigate complexity, equity, and long-term transformation.
Published by the Institute of Design at Illinois Tech, the article explores how design can mediate between institutional purpose and societal need, especially in moments of disruption. Deaa reflects on the political dimensions of design, the limitations of decision-making, and the critical need to prototype new institutional logics. For those interested in systems thinking, infrastructure design, or the future of institutional innovation.