SDL 01 Strategic Design Language 2014

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Design has to respond to an ever-higher complexity in the world. This introductory lecture investigates the core ingredients for managing design and design language as a strategic advantage.

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SDL 01 Strategic Design Language 2014

  1. 1. Strategic Design Language Industrial Design 2014, Georgia Institute of Technology www.florianvollmer.com @florianvollmer
  2. 2. Strategic Design Language Service Design & Organizational © Florian Vollmer, Activation People Systems Storytelling Brand Semantics Persuasion Business Stakeholders Motivation Prototyping Ecosystems Organization
  3. 3. Design © Florian Vollmer, Language Strategy
  4. 4. Global System of Systems System Intervention Humanity Group Individual Experience © Florian Vollmer,
  5. 5. Design © Florian Vollmer, Language Strategy
  6. 6. Design, Business, Brand © Florian Vollmer,
  7. 7. Goal Setting © Florian Vollmer,
  8. 8. Time © Florian Vollmer,
  9. 9. Business Objectives © Florian Vollmer,
  10. 10. Systems © Florian Vollmer,
  11. 11. Innovation © Florian Vollmer,
  12. 12. © Florian Vollmer, Managing & Planning for Complexity
  13. 13. Design, Business, Brand © Florian Vollmer,
  14. 14. © Florian Vollmer, Language Strategy Design
  15. 15. design is to design the design of a design (John Heskett) © Florian Vollmer,
  16. 16. quality as a commodity ... enabling design © Florian Vollmer,
  17. 17. design as a commodity ... are we there? © Florian Vollmer,
  18. 18. Insights, Objectives, Collaboration © Florian Vollmer,
  19. 19. Empathy and Understanding © Florian Vollmer,
  20. 20. Needs and Constraints © Florian Vollmer,
  21. 21. Contexts and Systems © Florian Vollmer,
  22. 22. Facilitation © Florian Vollmer,
  23. 23. Mapping © Florian Vollmer,
  24. 24. Visual Storytelling © Florian Vollmer,
  25. 25. Insights, Objectives, Collaboration © Florian Vollmer,
  26. 26. © Florian Vollmer, Strategy Design Language
  27. 27. Process, Strategy, Communication © Florian Vollmer,
  28. 28. Identity © Florian Vollmer,
  29. 29. Spaces © Florian Vollmer,
  30. 30. Collaboration © Florian Vollmer,
  31. 31. Value © Florian Vollmer,
  32. 32. Integration © Florian Vollmer,
  33. 33. Futures © Florian Vollmer,
  34. 34. Management: “the act of getting people together to accomplish the desired goals” © Florian Vollmer,
  35. 35. Manufacturing Distribution Information Customer (Kerri Bodine, Forrester ) © Florian Vollmer,
  36. 36. External Factors Sustainability Urbanization New Leadership Styles Distributed Manufacturing Off-/ On-shoring Cyclical Foe: Reactive Behavior © Florian Vollmer,
  37. 37. simple | memorable | universal © Florian Vollmer, i.e. Marketing
  38. 38. integration | repeatability | forecast-ability accessibility | share-ability | simplification © Florian Vollmer,
  39. 39. Process, Strategy, Communication © Florian Vollmer,
  40. 40. © Florian Vollmer, Strategy Design Language
  41. 41. “The management of design as a source of corporate and customer value in an organization” © Florian Vollmer,
  42. 42. Internal & External Teams and Processes © Florian Vollmer,
  43. 43. Marketing > Design © Florian Vollmer,
  44. 44. Design > Marketing © Florian Vollmer,
  45. 45. A Culture of Design © Florian Vollmer,
  46. 46. Brand Management Sales Management Marketing Management and Research Design Development IT HR Operations CEO (from Making Meaning) © Florian Vollmer, Stakeholders
  47. 47. © Florian Vollmer, What if?
  48. 48. Solution = Long-Term © Florian Vollmer,
  49. 49. © Florian Vollmer, Corporate Identity
  50. 50. © Florian Vollmer, 1/7
  51. 51. Problem Solution © Florian Vollmer,
  52. 52. Design-Driven Business: Focus on the invidual, sustainable practices, answering needs, connecting systems, transparency
  53. 53. Insight Innovation Inspiration Investigation Interpretation Investment Inspiration Integration (from DMI 2010) © Florian Vollmer, Value of Design
  54. 54. Traditional Media Social Media mCommerce eCommerce Customer Environment Product Presentation Sales Engagement Ownership Experience © Florian Vollmer,
  55. 55. © Florian Vollmer, Strategic Design Language
  56. 56. © Florian Vollmer, Insights, Objectives, Collaboration – People Process, Strategy – Innovation Design, Business, Brand – Identity Communication – Innovation

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