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Strategic Design Language 
Industrial Design 2014, Georgia Institute of Technology 
www.florianvollmer.com 
@florianvollme...
Strategic 
Design 
Language 
Service Design & 
Organizational 
© Florian Vollmer, 
Activation 
People 
Systems 
Storytelli...
Design 
© Florian Vollmer, 
Language 
Strategy
Global 
System of 
Systems 
System 
Intervention 
Humanity 
Group 
Individual 
Experience 
© Florian Vollmer,
Design 
© Florian Vollmer, 
Language 
Strategy
Design, Business, Brand 
© Florian Vollmer,
Goal Setting 
© Florian Vollmer,
Time 
© Florian Vollmer,
Business Objectives 
© Florian Vollmer,
Systems 
© Florian Vollmer,
Innovation 
© Florian Vollmer,
© Florian Vollmer, 
Managing & Planning for Complexity
Design, Business, Brand 
© Florian Vollmer,
© Florian Vollmer, 
Language 
Strategy 
Design
design 
is to design 
the design 
of a design (John Heskett) 
© Florian Vollmer,
quality as a commodity ... enabling design 
© Florian Vollmer,
design as a commodity ... are we there? 
© Florian Vollmer,
Insights, Objectives, Collaboration 
© Florian Vollmer,
Empathy and Understanding 
© Florian Vollmer,
Needs and Constraints 
© Florian Vollmer,
Contexts and Systems 
© Florian Vollmer,
Facilitation 
© Florian Vollmer,
Mapping 
© Florian Vollmer,
Visual Storytelling 
© Florian Vollmer,
Insights, Objectives, Collaboration 
© Florian Vollmer,
© Florian Vollmer, 
Strategy 
Design Language
Process, Strategy, Communication 
© Florian Vollmer,
Identity 
© Florian Vollmer,
Spaces 
© Florian Vollmer,
Collaboration 
© Florian Vollmer,
Value 
© Florian Vollmer,
Integration 
© Florian Vollmer,
Futures 
© Florian Vollmer,
Management: “the act of getting people together 
to accomplish the desired goals” 
© Florian Vollmer,
Manufacturing 
Distribution 
Information 
Customer (Kerri Bodine, Forrester ) 
© Florian Vollmer,
External Factors 
Sustainability 
Urbanization 
New Leadership Styles 
Distributed Manufacturing 
Off-/ On-shoring 
Cyclic...
simple | memorable | universal 
© Florian Vollmer, 
i.e. Marketing
integration | repeatability | forecast-ability 
accessibility | share-ability | simplification 
© Florian Vollmer,
Process, Strategy, Communication 
© Florian Vollmer,
© Florian Vollmer, 
Strategy 
Design Language
“The management of design as a source of 
corporate and customer value in an organization” 
© Florian Vollmer,
Internal & External Teams and Processes 
© Florian Vollmer,
Marketing > Design 
© Florian Vollmer,
Design > Marketing 
© Florian Vollmer,
A Culture of Design 
© Florian Vollmer,
Brand Management 
Sales Management 
Marketing Management and 
Research 
Design 
Development 
IT 
HR 
Operations 
CEO (from...
© Florian Vollmer, 
What if?
Solution = Long-Term 
© Florian Vollmer,
© Florian Vollmer, 
Corporate Identity
© Florian Vollmer, 
1/7
Problem Solution 
© Florian Vollmer,
Design-Driven Business: Focus on the invidual, sustainable 
practices, answering needs, connecting systems, transparency
Insight 
Innovation 
Inspiration 
Investigation 
Interpretation 
Investment 
Inspiration 
Integration (from DMI 2010) 
© F...
Traditional 
Media 
Social 
Media 
mCommerce 
eCommerce 
Customer 
Environment 
Product 
Presentation Sales 
Engagement Ow...
© Florian Vollmer, 
Strategic 
Design 
Language
© Florian Vollmer, 
Insights, 
Objectives, 
Collaboration – 
People 
Process, Strategy – 
Innovation 
Design, 
Business, 
...
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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.

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Transcript of "SDL 01 Strategic Design Language 2014"

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