Design Management

1Chris Ebbert

Design Management

Design Management

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Please take notes!

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Design Management is… … the business side of design? … telling designers what to do? … dealing with the aftereffects of design? … making management more beautiful?

?

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Design Management is… … the business side of design. … telling designers what to do? … dealing with the aftereffects of design?

Design Management

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Design Management is a business discipline.

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Design Management is used to:

Develop and maintain a business environment in which an organisation can achieve its strategic

goals through design, and by establishing and managing an efficient and

effective system.

Design Management

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Design Management is used to:

Develop and maintain a business environment in which an organisation can achieve its strategic

goals through design, and by establishing and managing an efficient and

effective system.

Design Management

8Chris Ebbert

Design Management is used to:

Develop and maintain a business environment in which an organisation can achieve its strategic

goals through design, and by establishing and managing an efficient and

effective system.

Design Management

9Chris Ebbert

Design Management is used to:

Develop and maintain a business environment in which an organisation can achieve its strategic

goals through design, and by establishing and managing an efficient and

effective system.

Design Management

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Design Management is used to:

Develop and maintain a business environment in which an organisation can achieve its strategic

goals through design, and by establishing and managing an efficient and

effective system.

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Tasks of a Design Manager

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Tasks of a Design Manager

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Tasks of a Design Manager

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Tasks of a Design Manager

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Tasks of a Design Manager

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Tasks of a Design Manager

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Tasks of a Design Manager

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Value of Design Management (Borja de Mozota, 2003)• Innovation in internal business processes• Learning and growing opportunity for staff• Customer and brand: strategic positioning.• Financial: Design management as an explicit and

measurable value for company reputation and stock market performance.

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Value of Design Management (Borja de Mozota, 2003)• Innovation in internal business processes• Learning and growing opportunity for staff• Customer and brand: strategic positioning.• Financial: Design management as an explicit and

measurable value for company reputation and stock market performance.

“Doing Stuff

Differently”

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Value of Design Management (Borja de Mozota, 2003)• Innovation in internal business processes• Learning and growing opportunity for staff• Customer and brand: strategic positioning.• Financial: Design management as an explicit and

measurable value for company reputation and stock market performance.

“Increasing staff

competence by dealing

with innovation”

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Value of Design Management (Borja de Mozota, 2003)• Innovation in internal business processes• Learning and growing opportunity for staff• Customer and brand: strategic positioning.• Financial: Design management as an explicit and

measurable value for company reputation and stock market performance. “Achieving

a Perfect match”.

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Value of Design Management (Borja de Mozota, 2003)• Innovation in internal business processes• Learning and growing opportunity for staff• Customer and brand: strategic positioning.• Financial: Design management as an explicit and

measurable value for company reputation and stock market performance.=

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The three key roles of Design Management generally:

1. Align design strategy with corporate and/or brand strategy

2. Manage quality and consistency of design outcomes3. Enhance user experience, create new solutions,

differentiate from rivals

Design Management

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The three key roles of Design Management:1. Align design strategy with corporate and/or brand

strategy2. Manage quality and consistency of design outcomes3. Enhance user experience, create new solutions,

differentiate from rivals

Design Management

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The three key roles of Design Management:1. Align design strategy with corporate and/or brand

strategy2. Manage quality and consistency of design outcomes3. Enhance user experience, create new solutions,

differentiate from rivals

Design Management

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The three key roles of Design Management:1. Align design strategy with corporate and/or brand

strategy2. Manage quality and consistency of design outcomes3. Enhance user experience, create new solutions,

differentiate from rivals

Design Management

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The three key roles of Design Management:1. Align design strategy with corporate and/or brand

strategy2. Manage quality and consistency of design outcomes3. Enhance user experience, create new solutions,

differentiate from rivals

= “Ensuring you are actually making a useful difference!”

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Expert Opinions

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“Design management is the effective deployment by line managers of the design resources available to an organisation in the pursuance of its corporate objectives. It is therefore directly concerned with the organisational place of design, with the identification with specific design disciplines which are relevant to the resolution of key management issues, and with the training of managers to use design effectively.”

—Peter Gorb

> Design Management helps defend design within the company.

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“Design management is a complex and multi-faceted activity that goes right to the heart of what a company is or does [...] it is not something susceptible to pat formulas, a few bullet points or a manual. Every company's structure and internal culture is different; design management is no exception. But the fact that every firm is different does not diminish the importance of managing design tightly and effectively.”

—John Thackara

> A managed design process will benefit any company.

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Design Management = Design Leadership ?

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Design Management Design Leadership =

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Design Leadership = Design Vision Management(Stimulates communication and collaboration through motivation, sets ambitions, points out future directions to achieve long-term objectives). Requires Design management to achieve its objectives.

Design Management = Design Process Management(Responds to a given business situation by using specific skills, tools, methods, and techniques)Requires Design Leadership to understand project vision.

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The four pillars of Design Management:

• Project Management• Design• Strategy• Supply Chain Techniques

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The four pillars of Design Management:

• Project Management• Design• Strategy• Supply Chain Techniques

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Project Management : Helps to achieve project goals;

within:

• Time• Scope• Budget• Quality

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Project Management Pioneers:

Roman architect Vitruvius, 1st century AD Henry

Gantt, 1861–1919

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Project Management :

PERT Network Chart, US Navy, 1950

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Traditional Project Management Approach:

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Prince 2 Project Management Approach:

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Other Project Management Approaches:

PRiSM

Iteration Cycle Feedback Loop

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Sustainability Helix Project Management Approach:

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International Project Management Tools and Standards:• Capability Maturity Model from the Software Engineering Institute.

• GAPPS, Global Alliance for Project Performance Standards – an open source standard describing COMPETENCIES for project and program managers.

• A Guide to the Project Management Body of Knowledge from the Project Management Institute (PMI)

• HERMES method, Swiss general project management method, selected for use in Luxembourg and international organizations.

• The ISO standards ISO 9000, a family of standards for quality management systems, and the ISO 10006:2003, for Quality management systems and guidelines for quality management in projects.

• PRINCE2, PRojects IN Controlled Environments.• Association for Project Management Body of Knowledge[33]

• Team Software Process (TSP) from the Software Engineering Institute.• Total Cost Management Framework, AACE International's Methodology for

Integrated Portfolio, Program and Project Management.• V-Model, an original systems development method.• The Logical framework approach, which is popular in international

development organizations.• IAPPM, The International Association of Project & Program Management, guide

to project auditing and rescuing troubled projects.

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Project Management Conclusion:

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The four pillars of Design Management:

• Project Management• Design• Strategy• Supply Chain Techniques

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Aww, come on!!

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DESIGN:

“a specification of an object, manifested by an agent, intended to

accomplish goals, in a particular environment, using a set of primitive

components, satisfying a set of requirements, subject to

constraints.”

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The four pillars of Design Management:

• Project Management• Design• Strategy• Supply Chain Techniques

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Strategy (Greek "στρατηγία" - stratēgia, "art of troop leader; office of general, command, generalship") is a high level plan to achieve one or more goals under conditions of uncertainty.

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Management Context/ Chandler definition :

"... the determination of the basic long-term goals and objectives of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out these goals.”

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Management Context/ Chandler definition :

"... the determination of the basic long-term goals and objectives of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out these goals.”

Goals?

Methods?

Means?

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The four pillars of Design Management:

• Project Management• Design• Strategy• Supply Chain Techniques

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Supply Chain: System of organizations, people, technology, activities, information, and resources involved in moving a product or service from supplier to

customer

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(Role of Design in the Supply Chain):

1. Demand Generation

2. Influencing manufacturing processes/ cost/ quality/lead time

3. Having effect on manufacturing, transportation, quality, quantity, production schedule, material selection, production technologies, production policies, regulations, laws

>> Success of the design depends on the supply chain.

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History of Design Management

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Architect Peter Behrens, Berlin, 1913(creator of AEG corporate identity, “world’s first industrial designer”)

History of Design Management

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1910s – 1960s Proponents of Design Management:

AEG, Bauhaus, the British Design Council, Deutscher Werkbund, Olivetti, Peter Behrens, and

Walter Paepcke

?

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1910s – 1960s Proponents of Design Management:

AEG, Bauhaus, the British Design Council, Deutscher Werkbund, Olivetti, Peter Behrens, and

Walter Paepcke

1883 - present

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1910s – 1960s Proponents of Design Management:

AEG, Bauhaus, the British Design Council, Deutscher Werkbund, Olivetti, Peter Behrens, and

Walter Paepcke

1919 - 1933

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1910s – 1960s Proponents of Design Management:

AEG, Bauhaus, the British Design Council, Deutscher Werkbund, Olivetti, Peter Behrens, and

Walter Paepcke

1944, “Council of Industrial Design”

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1910s – 1960s Proponents of Design Management:

AEG, Bauhaus, the British Design Council, Deutscher Werkbund, Olivetti, Peter Behrens, and

Walter Paepcke

Hermann Muthesius, Munich, 1904(Bauhaus-precursor)

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1910s – 1960s Proponents of Design Management:

AEG, Bauhaus, the British Design Council, Deutscher Werkbund, Olivetti, Peter Behrens, and

Walter Paepcke

Olivetti Valentine, Ettore Sottsass, 1969

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1910s – 1960s Proponents of Design Management:

AEG, Bauhaus, the British Design Council, Deutscher Werkbund, Olivetti, Peter Behrens, and

Walter Paepcke

Design Management

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1910s – 1960s Proponents of Design Management:

AEG, Bauhaus, the British Design Council, Deutscher Werkbund, Olivetti, Peter Behrens, and

Walter Paepcke

Aspen, Colorado 1950

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Design Management and

Intellectual Property

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Intellectual Property Types:

1. Patents2. Copyright3. Industrial

Design Rights4. Trademarks5. Trade Dress6. Trade Secrets

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Intellectual Property Types:

1. Patents2. Copyright3. Industrial

Design Rights4. Trademarks5. Trade Dress6. Trade Secrets

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Intellectual Property Types:

Patents…

1. Grant the inventor the exclusive right to make, use, sell, and import an invention for a limited period of time;

2.Public disclosure of the invention ;

3. Invention may be a product or a process.

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Intellectual Property Types:

1. Patents2. Copyright3. Industrial

Design Rights4. Trademarks5. Trade Dress6. Trade Secrets

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Intellectual Property Types:

Copyright

1. Gives the creator of an original work exclusive rights for a limited time;

2. Applies to creative, intellectual, or artistic work;

3. Does not cover ideas and information, only the form or manner in which they are expressed.

Design Management

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Intellectual Property Types:

1. Patents2. Copyright3. Industrial

Design Rights4. Trademarks5. Trade Dress6. Trade Secrets

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Intellectual Property Types:

Industrial Design Rights…

1. protect the visual design of objects that are not purely utilitarian;

2. An industrial design consists of the creation of a shape, configuration or composition of pattern or color;

3. An industrial design can be a two- or three-dimensional pattern.

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Intellectual Property Types:

1. Patents2. Copyright3. Industrial

Design Rights4. Trademarks5. Trade Dress6. Trade Secrets

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Intellectual Property Types:

Trademarks…

1. Recognizable sign, design, or expression2. Can be used for identifying products or

services

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Intellectual Property Types:

1. Patents2. Copyright3. Industrial

Design Rights4. Trademarks5. Trade Dress6. Trade Secrets

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Intellectual Property Types:

Trade Dress

characteristics of the visual appearance of a product or its packaging (or even the design of a building) that signify the source of the product to consumers

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Intellectual Property Types:

1. Patents2. Copyright3. Industrial

Design Rights4. Trademarks5. Trade Dress6. Trade Secrets

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Intellectual Property Types:

Trade Secrets

1. formula, practice, process2. not generally known 3. economic advantage over competitors

KFC Chicken Coating Recipe

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Thank You.

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