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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  • 1. DESIGN MAN AGEMENT business + d esign Joey Lam  林 迪康
  • 2. BUSINESS and/or PRODUCT SERVICE
  • 3. “Money came fast to me then, “If it works here, why not there?” why not now?”   ! - International companies - Chinese companies                  
  • 4. TRADITIONAL PROFIT DRIVEN MODEL Strategy level c-suite Budget Time Human resources Implementation R&D + Design Product/service Release Iterations End-user
  • 5. ITERATIONS CAUSE 0  increase costs! ! 0  depletion of resources! 0  tired employees! ! 0  loss of user trust in company! ! unsustainable business!
  • 6. How can design !help businesses !at a strategic level?!
  • 7. DMDesign Management is the !“identification and allocation of !creative assets within an organization to !create a strategic and sustainable advantage” !! " " " " " " " "Mary McBride, PhD, 2006 !
  • 8. 4D MODELThe Design Process! Design Council, 2010
  • 9. UXcreating and developing the experience auser has with a product and/or service!
  • 10. USER RESEARCH •  Habits and preferencesLIFESTYLE RESEARCH •  Attitudes •  Create services and products that fit with their mode of living
  • 11. •  Fast visual iterations of ideasUSER INTERACTIONWIREFRAMING •  Allow stakeholders to understand interaction flow •  Detect problems & " improve upon them
  • 12. USER INTERACTION •  Human-centered approachCASE SCENARIOS •  Understand different touch points " in users lives •  Help identify corner cases
  • 13. DESIGNERS ARE TRAINED TO: 0  articulate complexities" 0  focus on the end user" 0  dimensionalize decision-making" 0  specialize in life-centered strategy
  • 14. IDENTIFY GAPS AND DEFINE "OPPORTUNITY SPACES TO HELP 0  International companies glocalize their business 0  Local companies meet and surpass international standards
  • 15. 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
  • 16. TRADITIONAL PROFIT DRIVEN MODEL Strategy level c-suite Budget Time Human resources Implementation R&D + Design Product/service Release Iterations End-user
  • 17. KEY VALUE CUSTOMER ACTIVITIES PROPOSITION RELATIONSHIPSKEYPARTNERS CUSTOMERCOSTS KEY REVENUE RESOURCES CHANNELS Alexander Osterwalder, 2010
  • 18. TBLD DRIVEN MODEL Strategy level c-suite + DM Budget Time Human resources Implementation R&D + Design Product/service Release Iterations End-user
  • 19. TBLD DRIVEN MODEL Strategy level c-suite + DM Budget Time Prepare Human resources Implementation R&D + Design Product/service Release Iterations End-user
  • 20. TBLD DRIVEN MODEL Strategy level c-suite + DM Budget Time Prepare Human resources Implementation R&D + Design Product/service Optimize Release Iterations End-user
  • 21. 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
  • 22. 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
  • 23. THANKS 谢谢