The Three Levels of Design Value in an Organisation
MA DESIGN MANAGEMENT Newcastle - UKThe Three Levels of Design Value in an Organisation The case of North East-based Socio-Cultural Enterprises KEYWORDS: Design Value, Design Management, Innovation, Strategic - Functional – Operational level PROJECT DESIGN & COORDINATION: Dr Irini Pitsaki
BACKGROUNDThe project was part of the Design Value course.Designers and business graduates with diverse knowledge backgrounds, worked cross-culturally and cross-disciplinary, used research and design methods to capture, analyseand review the role of design in socio-cultural businesses.They approached eight UK companies to identify opportunitiesand suggest specific ways for value generation and innovationthrough design.
THE PROJECT What the students found out about thesocio-cultural companies inspired the theme of an exhibition and was presented with a three levels focus: Design as VISION (or strategic design management): the transforming value of design Design as FUNCTION (functional/tactical design management): the coordinating value of design Design as ACTION (or project design management): the differentiating value of design
THE ROLE OF DESIGN (in one of those companies)Design’s value to improve functions andcommunications in the school (FUNCTION/ TACTICAL LEVEL)Enabling communication coordination among theteaching staff: with oneself, with each other, withparents