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Lecture TU Delft: How to strategize design or make design strategic
 

Lecture TU Delft: How to strategize design or make design strategic

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In this lecture anyone interested in design and its strategic use in the corporate and particularly business contexts learns about which tools to use in order to craft a design strategy.

In this lecture anyone interested in design and its strategic use in the corporate and particularly business contexts learns about which tools to use in order to craft a design strategy.

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    Lecture TU Delft: How to strategize design or make design strategic Lecture TU Delft: How to strategize design or make design strategic Presentation Transcript

    • BRAND & PRODUCT STRATEGY: DESIGNING STRATEGIES ... FOR MANAGEMENT DECISIONS DELFT, OCTOBER 9th 2013 PROF. RALF BEUKER
    • WHO ... WHY ... WHAT ... HOW
    • WHO is talking ?
    • http://ralfbeuker.com
    • PROFESSOR FOR DESIGN MANAGEMENT FH MÜNSTER (since 2007)
    • DEAN DESIGN DEPARTMENT (since 2010)
    • designthenewbusiness.com
    • GRADUATION PROJECT SUPERVISOR (2010) Beste Abschlussarbeit 2010: Service Design Reader
    • Beste Abschlussarbeit 2010: Service Design Reader
    • WHY did Erik invite me ?
    • Beste Abschlussarbeit 2010: Service Design Reader
    • Beste Abschlussarbeit 2010: Service Design Reader
    • Beste Abschlussarbeit 2010: Service Design Reader
    • Beste Abschlussarbeit 2010: Service Design Reader
    • WHAT am I gonna talk about ?
    • WHAT IS A DESIGN STRATEGY ?
    • http://www.flickr.com/photos/lunchbreath
    • http://bit.ly/designstrategy
    • WHAT IS (A) STRATEGY ?
    • PROF. MICHAEL PORTER Bishop William Lawrence University Professor, based at Harvard Business School
    • OBJECTIVE
    • RESULT
    • OBJECTIVE RESULT (explicit) (intended) STRATEGY
    • CRAFTING STRATEGY
    • ON WHICH LEVEL ?
    • CORPORATE Which industry/segment should we compete in ? BUSINESS How should we compete in that segment ? (Competitve Advantage) FUNCTIONAL What exactly are we supposed to do ? (Marketing, HR, etc.)
    • CRAFTING STRATEGY on the corporate level
    • SWOT
    • SWOT ?!
    • SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    • SWOT
    • SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    • STRENGTHS WEAKNESSES
    • STRENGTHS WEAKNESSES
    • STRENGTHS WEAKNESSES
    • STRENGTHS WEAKNESSES
    • STRENGTHS WEAKNESSES
    • STRENGTHS WEAKNESSES
    • SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    • OPPORTUNITIES THREATS
    • THE COMPETITIVE ENVIRONMENT OPPORTUNITIES THREATS
    • STEP MODEL OPPORTUNITIES THREATS
    • 5 FORCES – M. PORTER suppliers threat of entry industry competition substitutes buyers OPPORTUNITIES THREATS
    • SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    • HOW DOES DESIGN FIT INTO ALL THIS ?
    • Well ... if the corporate level has SWOT
    • ... then the business level deserves POST
    • ?
    • POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
    • But hey, where‘s the link to DESIGN ?
    • DESIGN is using as a set of
    • TRANSFORMATION MEANS
    • DESIGN is using as a set of TRANSFORMATION MEANS that support
    • STRATEGIES
    • DESIGN is using as a set of TRANSFORMATION MEANS that support STRATEGIES based on
    • OBJECTIVES
    • DESIGN is using as a set of TRANSFORMATION MEANS that support STRATEGIES based on OBJECTIVES
    • all aiming at PEOPLE
    • BUT ...
    • TSOP TRANSFORMATION STRATEGIES OBJECTIVES PEOPLE MEANS
    • POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
    • PEOPLE
    • PEOPLE
    • OBJECTIVES
    • OBJECTIVES Industries Markets People
    • OBJECTIVES Industries Markets People
    • OBJECTIVES Industries Markets People
    • bordofinnovation.com OBJECTIVES
    • STRATEGIES
    • productdelevopment/ R&D/design The customer/user the organisation marketing/branding
    • (KNOW) WHY are we using Design ? (KNOW) HOW are we using Design ? (KNOW) WHAT are we doing with Design ?
    • WHY are we using Design Expected benefits an organisation is aiming to achieve with the use of design over other disciplines like: Advertising, Branding, PR, ...
    • How are we using Design The design methods, processes, tools & instruments that are necessary & suitable for the organisation, its objectives, and its target group
    • WHAT are we doing with Design Touchpoints to focus on, design layers to employ, resources to allocate to activities, design disciplines to focus on and what design languague to employ
    • TRANSFORMATION MEANS
    • TRESPA Case, BDI Book
    • POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
    • DESIGN[ING] STRATEGY
    • THE POSTER
    • THE POSTER
    • http://bit.ly/designstrategy
    • ;-) DANKE SCHÖN