sbernard portfolio

SCAD DESIGN MANAGEMENT 15 HR GRADUATE REVIEWWINTER 2013

MASTERS OF ARTS CANDIDATE SPRING 2013 SUSAN M. BERNARD 001398080

DMGT 702 - OL History and

Interpretation Of Innovation

DMGT 706 - OL Idea

Visualization

IDUS 711 - OL Methods of

Contextual Research

WRIT 743 – OL Businesses and

Professional Writing

DMGT 732- OL Facilitating

Creative Thinking

Spring quarter 2013

DMGT 748 – OL Design

Management M.A. Final Project

DMGT 720 - OL Design Innovation Development and

Marketing Strategies

M.A. DESIGN MANAGEMENT PROGRAM TIMELINE

BUSI 710 - OL Principles of

Financial Management

SDES 704 - OL Applied theory in

Design

Summer quarter 2012 Fall quarter 2012 Winter quarter 2013

I received my Bachelor of Architecture degree from Howard University, and am a registered Architect in Jamaica. Since 1989, aside from internships, I’ve worked with two Architects, Mr. Marvin D. Goodman, FJIA, FAIA in 1994, and Mr. Hugh Newell Jacobsen, FAIA in 2002.

In 2008, I moved to Jamaica and worked on a one year contract with the University of Technology as part time assistant instructor and desk critique in the Third Year Design Studio of the Architectural Department. I began the Masters of Arts Degree program in Design Management in the Summer quarter of 2012.

Working on this degree along with my previous experiences, has provided me with the ability to synthesize the Business and Design aspects of management and has shown me the importance of iterative thinking as it relates to innovation and the design practice.

Susan

6BUSINESS ACUMEN:

The fundamental principles of finance and accounting in the preparation and analysis of a project or organization’s balance sheet

5

4

3APPLICATION OF THEORY TO DESIGN PRACTICE:

Partnership of theory and design to inform and prepare the way for frame-changing points of view that can be acted upon by the enterprise development team

VISUALIZATION OF COMPLEX IDEAS:Community of ideas through sketching and diagramming in order to display and summarize issues, and

foster collaboration through shared imagery

APPLIED RESEARCH AND CONTEXTUAL INQUIRY:Observation, record, and model data from primary research activity in order to diffuse contextual issues

amongCollaborative enterprise teams

1THE ROLE OF THE DESIGN MANAGER

2CULTURE OF INNOVATION:

Innovation and it’s role in the growth of commerce and society, and its implications for design and entrepreneurship

WHEREWHEN

WHAT

HOW

WHAT’S NEXT

NEED

WHO

THE ROLE OF THE DESIGN MANAGER

6

5

4

3

2

1

The Client is an integral part of a team, and as such, understanding their goals is vital in

providing them with the guidance required to bring their project to fruition.

To do that the Design Manager must be able to understand and participate in the financial as well as design aspects of business in order to

communicate and coordinate the team’s needs effectively.

6

5

4

3

2

1


C O MM U N IC A T I

O N O F

T H E C L I EN T ’ S N E E D

S

“…the design manager must have practical workingKnowledge of the financial, intellectual, temporaland human capital that makes the organization successful.”

“We approach our craft with the dedicated idea that it is most important in life, as in commerce, to make a difference; profits

make an enterprise run, but purpose is its reason for being”

Pro. Robert FeeDesign Management Value Proposition

Pro. Robert FeeDesign Management Value Proposition1KNOWLEDGE

THE FINANCIAL ANALYSIS

THE MARKETING ANALYSIS

PLANNING FOR LONG-TERM GROWTH

ECONOMICSEND USER DEMANDSCULTURE, POLITICS, ENVIRONMENT

6

5

4

3

2

1


C O MM U N IC A T I

O N O F


S 2IDEA VISUALIZATION

COMMUNICATION






PERSUASION

UNDERSTANDING THE END USERS NEEDS

TEAMWORKCONSIDERATION OF CLIENT’S IDENTITY

IN DESIGN

INNOVATION DEVELOPMENT PROCESS

1KNOWLEDGETHE FINANCIAL ANALYSIS




6

5

4

3

2

1


C O MM U N IC A T I

O N O F


S






2IDEA VISUALIZATION

COMMUNICATIONPERSUASION


TEAMWORKCONSIDERATION OF CLIENT’S IDENTITY

IN DESIGN


DECISION3





6

5

4

3

2

1


C O MM U N IC A T I

O N O F


S






2IDEA VISUALIZATION



TEAMWORK


DECISION3





6

5

4

3

2

1


4IMPLEMENTATIONPROJECT MANAGEMENT

DESIGN CODES, POLICIESCOMMUNICATION

CONSIDERATION OF CLIENT’S IDENTITY IN DESIGN

C O MM U N IC A T I

O N O F


S






2IDEA VISUALIZATION



TEAMWORK


DECISION3





6

5

4

3

2

1


4IMPLEMENTATIONPROJECT MANAGEMENT

DESIGN CODES, POLICIESCOMMUNICATION

5MEASURING THE SUCCESS OF THE DESIGNREVIEWING THEDESIGN STRATEGY

CONSIDERATION OF CLIENT’S IDENTITY IN DESIGN

THINKINGEXPLORING

REFLECTION

DISCOVERY

CONCLUSION

IDEA

CREATEHISTORY + INTERPRETATION OF

INNOVATION

6

5

4

3

2

1

Innovation is the constant development of an idea or practice, that considers culture, technology, economy and

the environment, that meets the needs of it’s users

HISTORY + INTERPRETATION OF INNOVATION

6

5

4

3

2

1


6

5

4

3

2

1

Graphic artists

Marketing professionals

Other Creative professionals

Everyone else

Successfully crossing the chasm.

By starting off with the Target market ofMarketing their computers and software toGraphic Artist, word of mouth gave them The opportunity to move into other areasUntil they succeeded in becoming aLeading brand

Capturing a niche market

CROSSING THE CHASMApple Computers

6

5

4

3


“Diffusion is the process in which an innovation is communicated through certain channels over time among members of a social system”

Diffusion of InnovationsEverett M. Rogers

2

1


6

5

4

3

2

1

APPLIED THEORY IN DESIGN

OBJECTIVESWHEN

WHAT

GOOD VS EFFECTIVE

PARADIGM SHIFT

VISUAL AUDIT

PERSONAS

6

5

4

3

2

1

6

5

4

3

2

1

APPLIED THEORY IN DESIGN : THE WORKING WALL

The area chosen for the primary research is an area loosely called “clock tower”. Many banks, schools, retail malls, are located there as well as the Half Way Tree Transportation Center. This is the center of public transport in and around the capital city of Kingston. Approximately 580 buses pass through per hour with more than 200,000 bus passengers per day.

“Clock Tower”Kingston JamaicaMobile Carts

Mystery

Heuristic

Algorithm

Knowledge

Persuasion

Decision

6

5

4

3

2

1

APPLIED THEORY IN DESIGN : THE WORKING WALL

6

5

4

3

2

1

IDEA VISUALIZATION

IDEA VISUALIZATION : STORY BOARDS + INFOGRAPHICS

6

5

4

3

2

1

6

5

4

3

2

1

IDEA VISUALIZATION : GROUP PROJECT

Infographics poster redesigned by Susan Bernard

6

5

4

3

2

1

METHODS OF CONTEXTUAL RESEARCH

CULTURAL PROBEOBSERVATI

ON

SHADOWING

SUBMERSION

DEMOGRAPHIC

PURPOSE

INTERVIEW

METHODS OF CONTEXTUAL RESEARCH : SHADOWING

6

5

4

3

2

1

6

5

4

3

2

1

METHODS OF CONTEXTUAL RESEARCH : GROUP C

FOR yoga studio, owners, teachers, and students WHO are dedicated to the quality of yoga instruction and the environment provided, THIS

STUDY provides insight into the Yoga experience in stand-alone studios and the opportunity to examine the culture within it’s environment. THIS

IS DONE by using contextual research methods, including Contextual Inquiry, Empathetic Research, Ethnographic Research, Lifestyle Profiling,

Interviewing, Questionnaires and a Wall of Thoughts

6

5

4

3

2

1

METHODS OF CONTEXTUAL RESEARCH : PROJECT SCHEDULE

6

5

4

3

2

1

METHODS OF CONTEXTUAL RESEARCH : PROJECT SCHEDULE

“Before any “force” can defeat another, one has to define the battle.”

Research Question

What do you need to know

Why do I need to know this ?

What kind of data will answer this

Where can I find this data ?

What type of research?

Who do I contact for Access ?

Tools Timeline

1 What are the characteristics of a Yoga Studio ?

To develop a better understanding of Yoga studio environments

Qualitative and Quantitative

Secondary and Primary Research

Qualitative, observation, wall of thoughts

Studio Owners, Teachers, Yogis

Photos, Video, Sketching, Notes, Transcript, Surveys, Mapping, Wall of thoughts (note cards, 2x2 mapping, image association)

2 – 3 weeks

2 Who is attracted to this studio and why ?

To map current demographics of the studio and user Affinity diagram



Observation and interviews


2 – 3 weeks

3 When is the peak time in the week for the class ?

To map current demographics of the studio

Qualitative Secondary and Primary Research



2 – 3 weeks

4 What are the current marketing techniques they are using ?

To find strengths and weaknesses in the current marketing strategy

Qualitative Secondary and Primary Research



2 – 3 weeks

5 How do Yogis interact with the environment ?

To find an area where the physical environment could be improved



Observation, interviews and wall of thoughts


2 – 3 weeks

6 How can the Yoga experience be maximized ?

To find opportunities for the yoga studios



Observation, interviews and wall of thoughts


2 – 3 weeks

METHODS OF CONTEXTUAL RESEARCH : RESEARCH QUESTIONS

6

5

4

3

2

1

METHODS OF CONTEXTUAL RESEARCH : YOGA STUDIO

6

5

4

3

2

1

Yoga Angels Jamaica

Subhadra BowmanFounder and Owner

Subhadra is the producer of the Yoga Angels children’s yoga DVD and writer of a teacher’s training manual.

She is currently working in Jamaica certifying yoga teachers via Yoga Angels Jamaica teachers training program.

Since 1997 Subhadra has served at-risk children, while empowering and inspiring kids and adults throughout schools and corporations.

She began her first nine years of yoga studies for both children and adults at the BKS Iyengar Institute of Los Angeles.

Kingston, Jamaica

Yoga Stand-alone Studio

PRINCIPLES OF FINANCIAL MANAGEMENT

BALANCESTOCKHOLDER’S EQUITY

FINANCIAL STATEMENTS

RISK

INCOME

PROFIT

ASSETS

6

5

4

3

2

1

Threats•Business can be inconsistent due to Association constant intervention•Association working to make it illegal for manufacturer to sell directly to consumer

Strengths• Business is year round

Weaknesses• The operating margin was about 40% as opposed to original product of 23%

Opportunities•Continuous work and Income•Customers cut middle manTo cut costs.•products are sold with aprofit this suggests high growth and potentially lucrative market

Market % of sales target($8,199,042)

Cost/unit Total Units Total

Consumers 5 1100 372 409200

Retailers 35 980 2928 2,869,440

Manufacturers 35 900 3188 2,869,664

Wholesalers 25 810 2530 2,049,760

Total Sales 8,198,084

Total Units 9016

Est. Overhead($700/unit)

6,312,600

Estimated Profit 1,885,484

NB Chart refers to 6mth slow season

Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec0

0.5

1

1.5

2

2.5

Sales Net IncomeOperating Costs

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Sales 1,517,638

1,555,350

359,387

1,823,265 2,108,336 1,984,760 2,018,365 1,750,059 1,665,791

1,435,727

1,653,780

1,496,157

Operating Costs

1,091,102

1,120,403

106,018

654,566 939,014 909,462 996,430 737,563 1,041,538

922,934 1,036,239

962,162

Earnings before Taxes

426,536 434,947 253,369

1,168,699 1,169,322

Less Est. Int. (Ave)

Earnings before Taxes

Net IncomeProjected Monthly

Income

SWOT AnalysisIncome Forecast

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec-0.5

0

0.5

1

1.5

2

2.5

Sales Net Income

Income

This exercise examined a seasonal company where we were to determine, based upon information given, the key risks associated with the companies entry into the

new market, what the projected monthly income would be based upon the change, and calculating the operating margin for the new product

PRINCIPLES OF FINANCIAL MANAGEMENT: FIN. ANALYSIS

6

5

4

3

2

1

PRINCIPLES OF FINANCIAL MANAGEMENT : THE FOUR P’S

With this exercise we examined marketing from the perspective of Museums and Art Galleries. At one time, it was believed that Museums and art galleries

didn’t need marketing, however, much has changed over the years and marketing has been redefined.

Marketing creates a relationship with the consumer in identifying their needs and wants, then formulates solutions to satisfy them.

By doing this Companies or Organizations can become more profitable.

We looked at the 5 C’s (Customer, Company, Context, Collaborators and Competitors) , STP (Segmentation, Targeting, and Positioning) and

the 4P’s (Product, Price, Promotion and Place).

6

5

4

3

2

1

THANK YOU

sbernard portfolio

Education