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  • This presentation is regarding to introduce the (If & THEN) Frame logic from Noah’s Ark Project, just by analysis what happen in the past, we can obtain enough insight to make a plan for designing new product/service. It’s doesn’t matter how small or big your organizations, still you can get benefit from the IF & THEN Logic.
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  • 1. DESIGN MANAGEMENT BY DILSHAD MAHMOUD Date: 24/11/12
  • 2. PLANNING IN NOAH’S ARK PROJECT
  • 3. To create their plan, Noah’s team asked The Four Critical Strategic Project Questions, and plugged the answers into the IF & THEN Logic Frame Method. Question #1: What are we trying to accomplish and why? Question #2: How will we measure success? Question #3: What other conditions must exist? Question #4: How do we get there?Ref: (2)
  • 4. Strategic Design Plan for Noah’s ArkThe Logical Framework, a dynamic planning matrixStrategic Project Management Made Simple: Practical Tools for Leaders andTeams. using If-then logic. Then IF Then IF Objective Goal Purpose Outcome Plan Ensure the long-term Survive the flood. 1. Ark built. survival of human and 2. Ark loaded with animal life on earth. necessary supplies. 3. Animals and people collected and loaded.
  • 5. STRATEGY IN DESIGN PROCESS
  • 6. AGENDA Evolution of Design About strategy Planning in Design Process Management of Design Team Product design Specification Design Management :Europe Survey Conclusion & Recommendation
  • 7. EVOLUTION OF DESIGN DESIGN AS;Ref: (7)
  • 8. ABOUT STRATEGYStrategy is defined as “a Plan, Method, or series of maneuvers or stratagems for obtaining a specific Goal or Result”.The word derives from the Greek Strategos, which means military Commander or General. as being “above”, watching the battle from a higher position.Ref: (9)
  • 9. STRATEGY SHOULD BRING CLARITY TO AN ORGANIZATION- Product / Service Design: Decide how to create something.- Design Strategy: Decide what to create, with perspective beyond the current cycle (e.g.3-5 Years).- Business Strategy: what a business should do with perspective beyond the current cycle (e.g.3-5 Years).Ref: (7)
  • 10. DESIGN AS TACTIC & STRATEGYBusiness Goal: the overall Business aim within which you will berequired to develop a strategy.Strategy: A High level plan of how you are going to approach theachievement of the GOAL.Tactics: Specific Methods that you can use to achieve the STRATEGY.Ref: (7)
  • 11. Strategy is about choice Which affect the outcomesStrategy is a long term plan of action designed to achieve particular GoalStrategies are used to make the problem easier to understand and solve. Ref: (7)
  • 12. PLANNING IN DESIGN PROCESSRef: (10)
  • 13. THE THREE-STEP MODEL IS CONCERNED WITH PLANNING THE PLANNINGAND DESIGNING PROCESSES. Three-step Metaplanning + planning + designing.Ref: (10)
  • 14. THE DOUBLE DIAMOND DESIGN PROCESS MODELRef: (3)
  • 15. NEW PRODUCT DEVELOPMENT & INTRODUCTION Ref: (8)
  • 16. VOICE OF CUSTOMER (VOC) WHAT DO WE NEED TO KNOW ABOUT THE VOC ?Importance:Is this issue (VOC) important enough to the customer to be recognized if satisfied better by us than our competitors?Satisfaction:How well does the customer feel our current product satisfies each VOC?How well does the customer feel ours and our competitors products satisfies each VOC?By collecting these perceptions from the customers we are able to understand the landscape that we are trying to influence to achieve the results identified in the project charter Ref: (5)
  • 17. VOICE OF CUSTOMER (VOC)Ref: (5)
  • 18. THE DESIGN PROCESS 1. Idea Generation (Product Design) 2. Feasibility Study (Performance Specifications) 3. Preliminary Design (Prototype) 4. Final Design (Final Design Specifications) 5. Process Planning (Manufacturing Specifications)
  • 19. MANAGEMENT OF DESIGN TEAMDesigning in Team: Dose Personality Matter?Design team members have to Deal with dynamics of teamwork. All in all, this sets a stage in which any recommendation is welcome that aids in improving design team composition or design process in order to advance design team effectiveness.(Ref:Miranda Peeters , design team & personality)“Teamwork is so important that it is virtually impossible for you to reach the heights of your capabilities or make the money that you want without becoming very good at it”(Ref: Brain Tracy) Ref: (9)
  • 20. TYPE OF DESIGN TEAM WORK STUDIESRef: (9)
  • 21. STRUCTURE AND MANAGEMENT OF DESIGN TEAMBREAKING DOWN BARRIERS
  • 22. DIFFERENCES BETWEEN STRATEGIC DESIGN AND TRADITIONAL DESIGN STRATEGIC DESIGN TRADITIONAL DESIGNDesign team defines requirements in Design team receives requirementspartnership with marketing and engineeringDesign team develops a strategy that is a sub- Design team has no need to understand firm’sstrategy to the company’s business strategy overall business strategyDesign team is a partner with the marketing Design team is a supplier to marketingEntire product portfolios are defined at a high Individual products are developed and designedlevel within the design strategies. on a one-off basis.Each design strategy update builds on the Each design is treated as an individual projectknowledge gained through the ongoing strategic without a clear process for knowledge transfer.process. Ref: (8)
  • 23. PRODUCT DESIGN SPECIFICATION WITH IN DESIGN PROCESS
  • 24. PRODUCT DESIGN SPECIFICATION WITHIN PUGHS TOTAL DESIGN Component of Total DesignRef:(11)
  • 25. THE PDS AS A DYNAMIC, RATHER THAN A STATIC DOCUMENT. The PDS is an evolutionary, comprehensive written document, which must evolved to match the characteristics of the final product. the product must balanced with the PDS. Poor PDS leads to poor design that will fail in the market. Good PDS does not guarantee good design but make the goal more attainable. PDS set the design in context, which is a comprehensive set of constrains. Ref:(11)
  • 26. DESIGN MANAGEMENT EUROPE SURVEY 2009Level of DM Level 1: Level 2: Level 3: Level 4: No DM DM as Project DM as Function DM as CultureDesign Company / market Limited plans Plans and Design is part ofplanning plans do not and objectives strategic plans; mention the use of objectives exist exist which set design strategy design* at the individual direction and and planning are project level* integrate design dynamic in processes various activities that drive the Business LEVEL 4 12% LEVEL 1 27% LEVEL 1 LEVEL 2 LEVEL 3 42% LEVEL 3 LEVEL 2 19% LEVEL 4
  • 27. ENGINEERING-DRIVEN CULTURE o rganizational culture seems to be highly engineering-driven. This can be perceived throughout all interviews in Europe Survey 2009 . For example, one employee answered to a question whether the organization values design ? “I don’t think we do, because it’s an engineer thing, rather than design.”
  • 28. DESIGN MANAGEMENT DESCRIBED BY ITALIAN DESIGNER ALESSANDRO DESERTI (2011).Ref: (9)
  • 29. CONCLUDING REMARKSDesign thinking, fortified with appropriate tools, can contribute much more significantly upstream than downstream in the development process.Design is now recognized as the upstream resource most likely to keep organizations competitive under the new economic realities.Design Strategy contains elements to speed development, add value and extend product life spans.If you want Long-term Profits, Dont start with technology start with Design Management
  • 30. MANAGERIAL RECOMMENDATIONS I t is recommended, based on this presentation, that companies wishing to succeed and improve their competitiveness through design should have a design manager on the strategic level, affecting the strategic level issues, mission, vision. Furthermore, design should be used holistically, not only concentrating for example on product design. GoalRef: (9)
  • 31. BIBLIOGRAPHY  http://moodle.bcu.ac.uk/tee/mod/resource/view.php?id=46039  http://qfdcapture.com/ProductPlanningAndDevelopment.pdf  http://www.slideshare.net/Anton_B/design-strategy-1144691  http://www.id.iit.edu/media/cms_page_media/54/Owen_santiago98.pdf  http://www.brandchannel.com/brand_speak.asp?bs_id=84  http://www.joemiska.com/About%20Strategic%20Design%20Management.html  http://fdma.fi/wp-content/uploads/2012/06/IDBM_book_vol2.pdf#page=76  http://www.me.uprm.edu/inme_CIC/IMPROVEMENT%20NEW/ContinuousImprovementCenter/Design%20Methodology.pdf
  • 32. REFERENCESNumber Source http://www.slideshare.net/sniukas/what-is-strategy-1687829 1 http://www.managementpro.com/styles/pdfs/noahs-ark-2010.pdf 2 http://www.designcouncil.org.uk/designprocess 3 http://moodle.bcu.ac.uk/tee/mod/resource/view.php?id=46039 4 http://qfdcapture.com/ProductPlanningAndDevelopment.pdf 5 http://www.ruadesign.org/productdesignCh5.html 6 http://www.slideshare.net/Anton_B/design-strategy-1144691 7 http://www.joemiska.com/About%20Strategic%20Design%20Management.html 8 http://fdma.fi/wp-content/uploads/2012/06/IDBM_book_vol2.pdf#page=76 9 10 http://www.id.iit.edu/media/cms_page_media/54/Owen_santiago98.pdf http://www.me.uprm.edu/inme_CIC/IMPROVEMENT%20NEW/ContinuousImprovementCenter/Design%20Methodology.pdf 11