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SDL 01 Strategic Design Language 2014
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SDL 01 Strategic Design Language 2014

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Design has to respond to an ever-higher complexity in the world. This introductory lecture investigates the core ingredients for managing design and design language as a strategic advantage.

Design has to respond to an ever-higher complexity in the world. This introductory lecture investigates the core ingredients for managing design and design language as a strategic advantage.

Published in Design
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  • 1. Strategic Design Language Industrial Design 2014, Georgia Institute of Technology www.florianvollmer.com @florianvollmer
  • 2. Strategic Design Language Service Design & Organizational © Florian Vollmer, Activation People Systems Storytelling Brand Semantics Persuasion Business Stakeholders Motivation Prototyping Ecosystems Organization
  • 3. Design © Florian Vollmer, Language Strategy
  • 4. Global System of Systems System Intervention Humanity Group Individual Experience © Florian Vollmer,
  • 5. Design © Florian Vollmer, Language Strategy
  • 6. Design, Business, Brand © Florian Vollmer,
  • 7. Goal Setting © Florian Vollmer,
  • 8. Time © Florian Vollmer,
  • 9. Business Objectives © Florian Vollmer,
  • 10. Systems © Florian Vollmer,
  • 11. Innovation © Florian Vollmer,
  • 12. © Florian Vollmer, Managing & Planning for Complexity
  • 13. Design, Business, Brand © Florian Vollmer,
  • 14. © Florian Vollmer, Language Strategy Design
  • 15. design is to design the design of a design (John Heskett) © Florian Vollmer,
  • 16. quality as a commodity ... enabling design © Florian Vollmer,
  • 17. design as a commodity ... are we there? © Florian Vollmer,
  • 18. Insights, Objectives, Collaboration © Florian Vollmer,
  • 19. Empathy and Understanding © Florian Vollmer,
  • 20. Needs and Constraints © Florian Vollmer,
  • 21. Contexts and Systems © Florian Vollmer,
  • 22. Facilitation © Florian Vollmer,
  • 23. Mapping © Florian Vollmer,
  • 24. Visual Storytelling © Florian Vollmer,
  • 25. Insights, Objectives, Collaboration © Florian Vollmer,
  • 26. © Florian Vollmer, Strategy Design Language
  • 27. Process, Strategy, Communication © Florian Vollmer,
  • 28. Identity © Florian Vollmer,
  • 29. Spaces © Florian Vollmer,
  • 30. Collaboration © Florian Vollmer,
  • 31. Value © Florian Vollmer,
  • 32. Integration © Florian Vollmer,
  • 33. Futures © Florian Vollmer,
  • 34. Management: “the act of getting people together to accomplish the desired goals” © Florian Vollmer,
  • 35. Manufacturing Distribution Information Customer (Kerri Bodine, Forrester ) © Florian Vollmer,
  • 36. External Factors Sustainability Urbanization New Leadership Styles Distributed Manufacturing Off-/ On-shoring Cyclical Foe: Reactive Behavior © Florian Vollmer,
  • 37. simple | memorable | universal © Florian Vollmer, i.e. Marketing
  • 38. integration | repeatability | forecast-ability accessibility | share-ability | simplification © Florian Vollmer,
  • 39. Process, Strategy, Communication © Florian Vollmer,
  • 40. © Florian Vollmer, Strategy Design Language
  • 41. “The management of design as a source of corporate and customer value in an organization” © Florian Vollmer,
  • 42. Internal & External Teams and Processes © Florian Vollmer,
  • 43. Marketing > Design © Florian Vollmer,
  • 44. Design > Marketing © Florian Vollmer,
  • 45. A Culture of Design © Florian Vollmer,
  • 46. Brand Management Sales Management Marketing Management and Research Design Development IT HR Operations CEO (from Making Meaning) © Florian Vollmer, Stakeholders
  • 47. © Florian Vollmer, What if?
  • 48. Solution = Long-Term © Florian Vollmer,
  • 49. © Florian Vollmer, Corporate Identity
  • 50. © Florian Vollmer, 1/7
  • 51. Problem Solution © Florian Vollmer,
  • 52. Design-Driven Business: Focus on the invidual, sustainable practices, answering needs, connecting systems, transparency
  • 53. Insight Innovation Inspiration Investigation Interpretation Investment Inspiration Integration (from DMI 2010) © Florian Vollmer, Value of Design
  • 54. Traditional Media Social Media mCommerce eCommerce Customer Environment Product Presentation Sales Engagement Ownership Experience © Florian Vollmer,
  • 55. © Florian Vollmer, Strategic Design Language
  • 56. © Florian Vollmer, Insights, Objectives, Collaboration – People Process, Strategy – Innovation Design, Business, Brand – Identity Communication – Innovation