Design of Management

8/9/2019 Design of Management

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Introduction to DesignManagement

Author:

Arlene Gould, MBA, FRSA

Department of Design,

York University

[email protected]


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Slide 2

Design Management: DefinitionDesign Management is the practice of

managing design resources effectively at

all levels of company activity

Design Management connects designobjectives, with business, environmental

and social (user-driven) objectives to helpcompanies to achieve strategic goals andto contribute to the quality of life.


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Slide 3

A Tipping Point forDesign

Organizations can no longer count on quality, performance,

or price alone to sustain leadership in the global

marketplace.

Design has emerged as a new competitive weapon and key

driver of innovation.

Roger Martin, Dean

Rotman School of Management

University of Toronto


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Slide 4

History of Design Management The benefits of Design Management

practices to line managers in

manufacturing companies were promotedby Peter Gorb, at London Business School

in London, UK in the early 1980s.


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Slide 5

History of Design Management At the Dutch conglomerate, Philips, Robert

Blaichs early use of design management

practices became a model for othermanufacturers. By managing design at all

levels, Blaich improved product quality,

established unity across product lines and

helped Philips to challenge international

competitors like Sony.


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Slide 6

Basic Principles The strategic management of design resources

is a core competency and key differentiator formanufacturing companies.

Managing design in manufacturing involvesmobilizing the creativity and problem-solvingskills of designers to:

expand innovation, reduce environmental impacts and

improve commercialization success.


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Slide 7

Basic Principles To connect design to sustainable business

success, manufacturers need to involvedesigners in R&D and in the early stages of

product production.

Design Management integrates design capabilitywith engineering and other strategiccompetencies in product development and

production.

Manufacturers should encourage closercollaboration between engineers and designers.


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Slide 8

Canadas Design Capability Canada is strong in design capability, with

a high number of expertly-trained

designers in thelabour force.

A recent study by the Design IndustryAdvisory Committee (DIAC) showed that

Ontario, (the countrys manufacturing hub),has the highest concentration of designers.

www.diac.on.ca


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Slide 9

TOP 15 NORTH AMERICAN CITIES(POPULATION: 1 MILLION+)

Design Design

Employment Index

1 New York San Francisco

2 Boston Boston

3 Toronto New York

4 Chicago Toronto5 Los Angeles Montral

6 Montral Seattle

7 San Francisco Vancouver

8 Detroit Columbus

9 Philadelphia Milwaukee

10 Seattle Portland11 Minneapolis-St. Paul Ottawa-Hull

12 Dallas Minneapolis-St. Paul

13 Atlanta Detroit

14 Washington West Palm Beach

15 Phoenix Denver Note: Excludes self-employed individuals.Source: Statistics Canada, 2001.

Census of Population; Bureau of Labour

Statistics, 2001. Occupationa

lEmp

loyment

Statistics Program.


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Slide 10

Best Practices Design Leadership from the Top

CEO should be the company design champion.

Put Someone in Charge Appoint a Design Manager to lead the design team

and to connect all design activities (product,communications, facilities) to strategic objectives inthe company.

Allocate reasonab

le resources to design timelines and budgets should be generous enough to

encourage breakthrough results.


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Slide 11

Best Practices (contd) Invest in designers, not just design

even the best design solution can be quicklycopied. Building long-term relationships with

designers helps companies to keep ahead of thecompetition.

Focus on the process, not just end products designers can help to revise or to reinvent

production processes to cut time and costs and to

mitigate environmental impacts. Train employees in design-awareness

design management practices: empower and motivate employees

help to attract and keep the best talent


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Slide 12

Building the Company Brand

Managing design strategically involves

connecting the work of product designers with

communications design, architecture andfacilities design.

An integrated approach to design helps

companies to project a strong, unified brand to

the world.

Strong brands build customerloyalty and expand

export success.


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Slide 13

Design forSustainability (DfS) Designers can help manufacturers to reduce

environmental impacts of production whileincreasing competitiveness.

Design decisions on materials sourcing, newproduction processes, distribution andcommunications systems can all impact onreducing the environmental footprint ofmanufacturing activities.

Manufacturers can get ahead of the curve onenvironmental performance by working withdesigners to make critical improvements at everystep in their process.


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Slide 14

Design forSustainability (contd) Even small steps, like a materials reduction

program to minimize waste or reducingpackaging content, can make a big difference.

Small and medium-sized enterprises (SMEs) canbe more innovative in using design strategies tocapture a business advantage while also

improving their environmentalperformance.


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Slide 15

Case Studies for DfS A case study research project started by the

Schulich School of Business at York University

has been documenting these small business

success stories.

Graduate students in business, environmental

studies and design management have done the

research. Cases can be viewed at:

www.design4sustainability.org


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Slide 16

Benefits of Design Management

Companies that use design strategically can:

Develop and commercialize more customized,unique and compelling products and servicesfor domestic and global markets.

Develop more user-centred products.

Reduce costs in product development,implementation and distribution.

Minimize environmental impacts in every stepin the manufacturing process.


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Slide 17

Benefits of Design Management Expand brand awareness.

Ref lect and integrate company vision and

values through all products, services andcommunications.

Increase employee engagement and

motivation.


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Slide 18

Design and Business SuccessIndustry Canadas Strategis website states:

Effective, innovative design is a critical factor foreconomic growth. Through the application ofsound design practices, design practitioners areable to increase the value of products, services,communications and physical spaces, while atthe same time reduce costs, improve efficiency

and increase productivity.http://strategis.ic.gc.ca/epic/internet/indsib-

dsib.nsf/en/Home


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Slide 19

Economic Value of Design UK Design Council analyzed the stock

market performance of design-led

companies versus their peers over a 10year period.

They demonstrated that companiesinvesting in design were more competitive

at all stages in the business cycle.Design Council (2004)

www.designcouncil.org.uk

Design of Management

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