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.

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SDL 01 Strategic Design Language 2014 SDL 01 Strategic Design Language 2014 Presentation Transcript

  • Strategic Design Language Industrial Design 2014, Georgia Institute of Technology www.florianvollmer.com @florianvollmer
  • Strategic Design Language Service Design & Organizational © Florian Vollmer, Activation People Systems Storytelling Brand Semantics Persuasion Business Stakeholders Motivation Prototyping Ecosystems Organization
  • 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 Cyclical Foe: Reactive Behavior © Florian Vollmer,
  • 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 Making Meaning) © Florian Vollmer, Stakeholders
  • © 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) © Florian Vollmer, Value of Design
  • Traditional Media Social Media mCommerce eCommerce Customer Environment Product Presentation Sales Engagement Ownership Experience © Florian Vollmer,
  • © Florian Vollmer, Strategic Design Language
  • © Florian Vollmer, Insights, Objectives, Collaboration – People Process, Strategy – Innovation Design, Business, Brand – Identity Communication – Innovation