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Mdes j taylor's des managemt intro week1

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Mdes j taylor's des managemt intro week1

  1. 1. DESIGN MANAGEMENT HISTORIES 8 FEBRUARY 2012
  2. 2. Design Management• definitions• histories of design management• (if time) themes e.g. design thinking
  3. 3. Definitions• Your current definition of design management• Referring to handout, decide which definition is most effective and why
  4. 4. Definitions• Who• Why• What• Where• When• How
  5. 5. Definitions• Looking at definitions becomes an enquiry in itself
  6. 6. Definitions• history: – Old French: “relation of incidents” (like newspaper reporting) – Greek: “learning or knowing by experience” (like “enquiry”) [Online dictionary of etymology]
  7. 7. Definitions• Design/designer – 1640s: “one who schemes” – 1660s: “one who makes an artistic design or a construction plan”[Online dictionary of etymology]
  8. 8. Definitions• Manager/management – Achieving goals efficiently and effectively (usually involving leadership) Drucker
  9. 9. Definitions• Are we any closer?• Confusion arises because Design Management is NOT a completely water-tight category all of its own and is influenced by:• Design culture and history• Approaches to management• … concepts of history• Reliability of individual witnesses
  10. 10. Definitions• Whatever we do must be critical in its focus
  11. 11. Histories• Management – 19C: resource allocation – 20C: approaches reflecting new knowledge • Science • Psychology • Sociology • Statistics • IT • Strategy – 21C: agility
  12. 12. Histories• Business and marketing – Up to 50s: Production – 50s-60s: Product quality – 60s: Selling – 70s: Marketing
  13. 13. Histories• Design – Emergence of the profession of designer – Demands of engineering and business – Tension between business needs and creativity – Emergence of particular design disciplines
  14. 14. Histories• Design management – Pre 60s: managing product aesthetics – 60s and 70s: systematic mgt of design – 80s and 90s: strategic value of design – 00s and 10s: design & innovation
  15. 15. HistoriesMichael Farr (1965) – Definition of the problem – Finding and enabling a designer – Coming in on budget and on time – Professionalising design management – Identifying DM as a “total commercial function”• Project Management
  16. 16. HistoriesPeter Gorb (1990) – Corporate setting – Organisational role of design – Manager-centred?• Strategic focus
  17. 17. HistoriesKathryn Best (2006) – Project management – Adds and creates value – Leadership role • Managing design strategy • Managing design process • Managing design implementation• Multifacteted role *but not “managing as designing”+
  18. 18. Histories• 60s: – Identifying design practice – Corporate recognition of DM• Oakley (1990): – two cultures – Design process – Design as a strategic tool – Project management – Links between marketing and design
  19. 19. Histories• Cooper and Press (1995) – Strategic value of design – Corporate identity – Design audits
  20. 20. Histories• Best (2006) • Managing design strategy • Managing design process • Managing design implementation
  21. 21. Histories• Other “heroes” – Bill Hollins (service design) – Wally Olins (corporate identity) – Alan Topalian – Angela Dumas – Mark Oakley – James Pilditch – Thomas Schutte
  22. 22. Histories• DMI definition• Almost silent on “design thinking”• Included in definition: – “It includes the use of design thinking – or using design processes to solve general business problems” – Lockwood (2010)
  23. 23. Design thinking• Methodology for transforming “existing conditions into preferred ones” (Simon, 1969)• “full spectrum … human-centred design ethos” (Brown, 2008)• Design methods• Design attitude• Design reasoning• “Imagining, visualising and dreaming up” and thinking through (Cooper in Lockwood, 2010)• “Intellectual approach to problem framing” (Buchanan 1992)
  24. 24. Design thinking• Gore-Tex (Lockwood, 2010) used for skiwear as Thinsulate (1979) at CAMP7: – CFO keen skier – involved with testing – Evaluated designs – Considered business models – Prototyping – [user-centred] – *Lockwood’s first job!+
  25. 25. Design thinking• Attractive to business• Open ended approach to problem solving• Various names: – Creative Problem Solving – Problem solving – Design thinking – Lateral thinking
  26. 26. Final point• Research worlds – Objective world – Socially constructed world – Individually constructed world

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