Design Management

Design Management

Chris Ebbert
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 Design Management

Please take
notes!

Chris Ebbert
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 Design Management

Design Management is…

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

Design Management is…

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

Chris Ebbert
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 Design Management

Design Management is a business

discipline.

Chris Ebbert
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 Design Management

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.

Chris Ebbert
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 Design Management

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.

Chris Ebbert
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 Design Management

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.

Chris Ebbert
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 Design Management

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.

Chris Ebbert
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 Design Management

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.

Chris Ebbert
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 Design Management

Tasks of a Design Manager

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 Design Management

Tasks of a Design Manager

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 Design Management

Tasks of a Design Manager

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 Design Management

Tasks of a Design Manager

Chris Ebbert
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 Design Management

Tasks of a Design Manager

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 Design Management

Tasks of a Design Manager

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 Design Management

Tasks of a Design Manager

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 Design Management

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.

Chris Ebbert
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 Design Management

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”
Chris Ebbert
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 Design Management

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”
Chris Ebbert
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 Design Management

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”.
Chris Ebbert
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 Design Management

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.

Chris Ebbert
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 Design Management

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 outcomes
3. Enhance user experience, create new solutions, differentiate from rivals

Chris Ebbert
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 Design Management

The three key roles of Design Management:

1. Align design strategy with corporate and/or brand strategy
2. Manage quality and consistency of design outcomes
3. Enhance user experience, create new solutions, differentiate from rivals

Chris Ebbert
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 Design Management

The three key roles of Design Management:

1. Align design strategy with corporate and/or brand strategy
2. Manage quality and consistency of design outcomes
3. Enhance user experience, create new solutions, differentiate from rivals

Chris Ebbert
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 Design Management

The three key roles of Design Management:

1. Align design strategy with corporate and/or brand strategy
2. Manage quality and consistency of design outcomes
3. Enhance user experience, create new solutions, differentiate from rivals

Chris Ebbert
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 Design Management

The three key roles of Design Management:

1. Align design strategy with corporate and/or brand strategy
2. Manage quality and consistency of design outcomes
3. Enhance user experience, create new solutions, differentiate from rivals

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

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 Design Management

Expert Opinions

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 Design Management

“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

“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 Management = Design Leadership ?

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 Design Management

Design Management
= Design Leadership

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 Design Management

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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 Design Management

The four pillars of Design Management:

• Project Management
• Design
• Strategy
• Supply Chain Techniques

Chris Ebbert
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 Design Management

The four pillars of Design Management:

• Project Management
• Design
• Strategy
• Supply Chain Techniques

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 Design Management

Project Management :
Helps to achieve project goals;

within:

• Time
• Scope
• Budget
• Quality

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 Design Management

Project Management Pioneers:

Roman architect
Vitruvius, 1st
century AD
Henry
Gantt,
1861–1919

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 Design Management

Project Management :

PERT Network Chart, US Navy, 1950

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 Design Management

Traditional Project Management Approach:

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 Design Management

Prince 2 Project Management Approach:

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 Design Management

Other Project Management Approaches:

Iteration Cycle Feedback Loop

PRiSM
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 Design Management

Sustainability Helix Project Management Approach:

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 Design Management

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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 Design Management

Project Management Conclusion:

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 Design Management

The four pillars of Design Management:

• Project Management
• Design
• Strategy
• Supply Chain Techniques

Chris Ebbert
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 Design Management

Aww, come on!!

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 Design Management

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.”

Chris Ebbert
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 Design Management

The four pillars of Design Management:

• Project Management
• Design
• Strategy
• Supply Chain Techniques

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 Design Management

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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 Design Management

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.”

Chris Ebbert
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 Design Management

Management Context/ Chandler definition :

Goals? "... the determination of the basic long-

term goals and objectives of an enterprise, and
Methods? the adoption of courses of action and the

Means?
allocation of resources necessary for
carrying out these goals.”

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 Design Management

The four pillars of Design Management:

• Project Management
• Design
• Strategy
• Supply Chain Techniques

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 Design Management

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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 Design Management

(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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 Design Management

History of Design
Management

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 Design Management

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

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 Design Management

1910s – 1960s Proponents of Design Management:

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

?
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 Design Management

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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 Design Management

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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 Design Management

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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 Design Management

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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 Design Management

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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 Design Management

1910s – 1960s Proponents of Design Management:

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

Chris Ebbert
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 Design Management

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

Design Management
and
Intellectual Property

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 Design Management

Intellectual Property Types:

1. Patents
2. Copyright
3. Industrial Design Rights
4. Trademarks
5. Trade Dress
6. Trade Secrets

Chris Ebbert
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 Design Management

Intellectual Property Types:

1. Patents
2. Copyright
3. Industrial Design Rights
4. Trademarks
5. Trade Dress
6. Trade Secrets

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 Design Management

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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 Design Management

Intellectual Property Types:

1. Patents
2. Copyright
3. Industrial Design Rights
4. Trademarks
5. Trade Dress
6. Trade Secrets

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 Design Management

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.

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 Design Management

Intellectual Property Types:

1. Patents
2. Copyright
3. Industrial Design Rights
4. Trademarks
5. Trade Dress
6. Trade Secrets

Chris Ebbert
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 Design Management

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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 Design Management

Intellectual Property Types:

1. Patents
2. Copyright
3. Industrial Design Rights
4. Trademarks
5. Trade Dress
6. Trade Secrets

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 Design Management

Intellectual Property Types:

Trademarks…

1. Recognizable sign, design, or expression

2. Can be used for identifying products or services

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 Design Management

Intellectual Property Types:

1. Patents
2. Copyright
3. Industrial Design Rights
4. Trademarks
5. Trade Dress
6. Trade Secrets

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 Design Management

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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 Design Management

Intellectual Property Types:

1. Patents
2. Copyright
3. Industrial Design Rights
4. Trademarks
5. Trade Dress
6. Trade Secrets

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 Design Management

Intellectual Property Types:

Trade Secrets

1. formula, practice, process

2. not generally known
3. economic advantage over competitors

KFC Chicken Coating Recipe

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 Design Management

Thank You.

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 Design Management

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