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Design Management: Design + Business
 

Design Management: Design + Business

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Why design can help companies at a strategic level

Why design can help companies at a strategic level

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    Design Management: Design + Business Design Management: Design + Business Presentation Transcript

    • DESIGN MAN AGEMENT business + d esign Joey Lam  林 迪康
    • BUSINESS and/or PRODUCT SERVICE
    • “Money came fast to me then, “If it works here, why not there?” why not now?”   ! - International companies - Chinese companies                  
    • TRADITIONAL PROFIT DRIVEN MODEL Strategy level c-suite Budget Time Human resources Implementation R&D + Design Product/service Release Iterations End-user
    • ITERATIONS CAUSE 0  increase costs! ! 0  depletion of resources! 0  tired employees! ! 0  loss of user trust in company! ! unsustainable business!
    • How can design !help businesses !at a strategic level?!
    • DMDesign Management is the !“identification and allocation of !creative assets within an organization to !create a strategic and sustainable advantage” !! " " " " " " " "Mary McBride, PhD, 2006 !
    • 4D MODELThe Design Process! Design Council, 2010
    • UXcreating and developing the experience auser has with a product and/or service!
    • USER RESEARCH •  Habits and preferencesLIFESTYLE RESEARCH •  Attitudes •  Create services and products that fit with their mode of living
    • •  Fast visual iterations of ideasUSER INTERACTIONWIREFRAMING •  Allow stakeholders to understand interaction flow •  Detect problems & " improve upon them
    • USER INTERACTION •  Human-centered approachCASE SCENARIOS •  Understand different touch points " in users lives •  Help identify corner cases
    • DESIGNERS ARE TRAINED TO: 0  articulate complexities" 0  focus on the end user" 0  dimensionalize decision-making" 0  specialize in life-centered strategy
    • IDENTIFY GAPS AND DEFINE "OPPORTUNITY SPACES TO HELP 0  International companies glocalize their business 0  Local companies meet and surpass international standards
    • TRIPLE BOTTOM LINE BY DESIGN (TBLD)   The Triple bottom Line by Design Y EC LIT ON UA Q OM DISCOVER EM IC ECOSYST VALU DELIVER DEFINE TBLD E D E SIG N SO SOCIC Y L E Q U A LIT Y A IA L E Q U A LIT ENTE R P RISE Mary McBride, PhD, 2011
    • TRADITIONAL PROFIT DRIVEN MODEL Strategy level c-suite Budget Time Human resources Implementation R&D + Design Product/service Release Iterations End-user
    • KEY VALUE CUSTOMER ACTIVITIES PROPOSITION RELATIONSHIPSKEYPARTNERS CUSTOMERCOSTS KEY REVENUE RESOURCES CHANNELS Alexander Osterwalder, 2010
    • TBLD DRIVEN MODEL Strategy level c-suite + DM Budget Time Human resources Implementation R&D + Design Product/service Release Iterations End-user
    • TBLD DRIVEN MODEL Strategy level c-suite + DM Budget Time Prepare Human resources Implementation R&D + Design Product/service Release Iterations End-user
    • TBLD DRIVEN MODEL Strategy level c-suite + DM Budget Time Prepare Human resources Implementation R&D + Design Product/service Optimize Release Iterations End-user
    • TBLD DRIVEN MODEL Strategy level c-suite + DM Budget Time Prepare Human resources Implementation R&D + Design Product/service Optimize Release Iterations Minimize End-user
    • DESIGN MANAGERS "ARE TRAINED TO 0  articulate complexities company strategy" 0  focus on the end user bring in the voice of the end-user" 0  dimensionalize decision-making stakeholder analysis" 0  specialize in life-centered strategy triple bottom line by design approach
    • THANKS 谢谢