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.

Published in: Design, Business

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

  1. 1. BRAND & PRODUCT STRATEGY: DESIGNING STRATEGIES ... FOR MANAGEMENT DECISIONS DELFT, OCTOBER 9th 2013 PROF. RALF BEUKER
  2. 2. WHO ... WHY ... WHAT ... HOW
  3. 3. WHO is talking ?
  4. 4. http://ralfbeuker.com
  5. 5. PROFESSOR FOR DESIGN MANAGEMENT FH MÜNSTER (since 2007)
  6. 6. DEAN DESIGN DEPARTMENT (since 2010)
  7. 7. designthenewbusiness.com
  8. 8. GRADUATION PROJECT SUPERVISOR (2010) Beste Abschlussarbeit 2010: Service Design Reader
  9. 9. Beste Abschlussarbeit 2010: Service Design Reader
  10. 10. WHY did Erik invite me ?
  11. 11. Beste Abschlussarbeit 2010: Service Design Reader
  12. 12. Beste Abschlussarbeit 2010: Service Design Reader
  13. 13. Beste Abschlussarbeit 2010: Service Design Reader
  14. 14. Beste Abschlussarbeit 2010: Service Design Reader
  15. 15. WHAT am I gonna talk about ?
  16. 16. WHAT IS A DESIGN STRATEGY ?
  17. 17. http://www.flickr.com/photos/lunchbreath
  18. 18. http://bit.ly/designstrategy
  19. 19. WHAT IS (A) STRATEGY ?
  20. 20. PROF. MICHAEL PORTER Bishop William Lawrence University Professor, based at Harvard Business School
  21. 21. OBJECTIVE
  22. 22. RESULT
  23. 23. OBJECTIVE RESULT (explicit) (intended) STRATEGY
  24. 24. CRAFTING STRATEGY
  25. 25. ON WHICH LEVEL ?
  26. 26. 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.)
  27. 27. CRAFTING STRATEGY on the corporate level
  28. 28. SWOT
  29. 29. SWOT ?!
  30. 30. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  31. 31. SWOT
  32. 32. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  33. 33. STRENGTHS WEAKNESSES
  34. 34. STRENGTHS WEAKNESSES
  35. 35. STRENGTHS WEAKNESSES
  36. 36. STRENGTHS WEAKNESSES
  37. 37. STRENGTHS WEAKNESSES
  38. 38. STRENGTHS WEAKNESSES
  39. 39. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  40. 40. OPPORTUNITIES THREATS
  41. 41. THE COMPETITIVE ENVIRONMENT OPPORTUNITIES THREATS
  42. 42. STEP MODEL OPPORTUNITIES THREATS
  43. 43. 5 FORCES – M. PORTER suppliers threat of entry industry competition substitutes buyers OPPORTUNITIES THREATS
  44. 44. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  45. 45. HOW DOES DESIGN FIT INTO ALL THIS ?
  46. 46. Well ... if the corporate level has SWOT
  47. 47. ... then the business level deserves POST
  48. 48. ?
  49. 49. POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
  50. 50. But hey, where‘s the link to DESIGN ?
  51. 51. DESIGN is using as a set of
  52. 52. TRANSFORMATION MEANS
  53. 53. DESIGN is using as a set of TRANSFORMATION MEANS that support
  54. 54. STRATEGIES
  55. 55. DESIGN is using as a set of TRANSFORMATION MEANS that support STRATEGIES based on
  56. 56. OBJECTIVES
  57. 57. DESIGN is using as a set of TRANSFORMATION MEANS that support STRATEGIES based on OBJECTIVES
  58. 58. all aiming at PEOPLE
  59. 59. BUT ...
  60. 60. TSOP TRANSFORMATION STRATEGIES OBJECTIVES PEOPLE MEANS
  61. 61. POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
  62. 62. PEOPLE
  63. 63. PEOPLE
  64. 64. OBJECTIVES
  65. 65. OBJECTIVES Industries Markets People
  66. 66. OBJECTIVES Industries Markets People
  67. 67. OBJECTIVES Industries Markets People
  68. 68. bordofinnovation.com OBJECTIVES
  69. 69. STRATEGIES
  70. 70. productdelevopment/ R&D/design The customer/user the organisation marketing/branding
  71. 71. (KNOW) WHY are we using Design ? (KNOW) HOW are we using Design ? (KNOW) WHAT are we doing with Design ?
  72. 72. 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, ...
  73. 73. How are we using Design The design methods, processes, tools & instruments that are necessary & suitable for the organisation, its objectives, and its target group
  74. 74. 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
  75. 75. TRANSFORMATION MEANS
  76. 76. TRESPA Case, BDI Book
  77. 77. POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
  78. 78. DESIGN[ING] STRATEGY
  79. 79. THE POSTER
  80. 80. THE POSTER
  81. 81. http://bit.ly/designstrategy
  82. 82. ;-) DANKE SCHÖN

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