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