Strategic Design Management controlling consistency of design work

Strategic Design Management controlling consistency of design work in a company

Strategic design management ü At this level, the design manager must create a relationship between: Identity and culture Of the company Design Strategy

Strategic design management The objective: ü To control the consistency of design work in the company ü To instill design into strategic decision making process

Strategic design management At the strategic level, design management has 4 essential roles: ü Visualizing the business strategy ü Searching for core competency ü Gathering market information ü Innovating in management processes

Design Management strategy selection: making the strategy visible. A design strategy is based on a global image of all aspects of the company in terms of its communications, products and locations. (i. e. the standard international identity of the brand).

Design Management strategy selection: making the strategy visible. This is organized around 2 objectives: ü The objective of coherence ü The definition of a design standard

Design Management strategy selection: making the strategy visible. The objective of coherence: ü This refers to the consistency of the entire visual image of the company. ü To maintain consistency, it is important to define design standards for the company (ex. The use of CIS).

Design Management strategy selection The definition of a design standard This means specifying design’s place in the key success factors in each strategic business unit. The design department’s responsibility in front of other departments in the company i. e. it is important to clarify the significance of designers’ role and function in the company.

Design Management strategy selection: choosing a design strategy. ‘Design strategy’ is a plan to help diffuse design throughout the company. There a few models which companies conform to: ü ü The designer-entrepreneur model The cost-driven strategy The design differentiation strategy The market-driven strategy

Design Management strategy selection: choosing a design strategy. THE DESIGN-ENTREPRENEUR MODEL

Design Management strategy selection: choosing a design strategy. This model is common in textile, luxury items, jewelry and decoration where creation automatically play a strategic role. Example: James Dyson and the vacuum cleaner

Design Management strategy selection: choosing a design strategy. THE COST-DRIVEN STRATEGY

Design Management strategy selection: choosing a design strategy. This model is convenient for companies which give priority to advanced technology. It creates a design position close to those in R&D, qualified by design policies driven by product design. This strategy concentrates on economies and reduction of costs within the company ( i. e. lower production costs but still maintain technological leadership).

Design Management strategy selection: choosing a design strategy. THE DESIGN DIFFERENTIATION STRATEGY

Design Management strategy selection: choosing a design strategy. This model concerns those that base their competitive advantage on the power of the marketing and the quality of the company image. The design strategy must reinforce chosen market positioning and reformulate them in the competitive environment to maintain leadership, in terms of image.

Design Management strategy selection: choosing a design strategy. THE MARKET-DRIVEN STRATEGY

Design Management strategy selection: choosing a design strategy. This concerns companies that specializes and focuses only in one particular market/ user. They remained competitive by investing in aesthetic positioning and understanding consumer behavior.

Design management strategy implementation Strategic design management adopts specific methods to diffuse DESIGN as a KEY success factor in the company.

Design management strategy implementation: TOOLS Defining a design-mix Resources and budget to different design departments in the company. - which environment and project is most favored to be given the resources?

Design management strategy implementation Controlling design performance Performance and efficiency such as return on investment its impact on company performance is measured. (the impact of design on company vision, the creation of a market, design’s influence on the stock market value of the company is measured).

Design management strategy implementation Human Resource Design Management a favorable environment is created for design in terms of ü information exchange between internal and external information networks ü building relationships with design schools ü identify favorable expectations with collaborators.

In Summary Design management should constantly rethink and improve every aspect of design protection.

Design firm ü A design firm is an organization that designs any of a variety of things, in one or more of the design fields, such as graphic design, web design, architecture, engineering, or interior design. ü A design studio is similar to a design firm, but may consist of solely an individual designer, whereas a design firm consists of several designers, illustrators, managers etc.