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?”                                    ...
TRADITIONAL PROFIT DRIVEN MODEL    Strategy level    c-suite                      Budget                      Time        ...
ITERATIONS CAUSE 0  increase costs!     ! 0  depletion of resources! 0  tired employees!     ! 0  loss of user trust in co...
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 strategi...
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 ...
•  Fast visual iterations of ideasUSER INTERACTIONWIREFRAMING         •  Allow stakeholders to understand                 ...
USER INTERACTION   •  Human-centered approachCASE SCENARIOS      •  Understand different touch points "                   ...
DESIGNERS ARE TRAINED TO: 0  articulate complexities"     0  focus on the end user"     0  dimensionalize decision-making"...
IDENTIFY GAPS AND DEFINE "OPPORTUNITY SPACES TO HELP  0  International companies      glocalize their business  0  Local c...
TRIPLE BOTTOM LINE BY DESIGN (TBLD)	               The Triple bottom Line by Design                                    Y  ...
TRADITIONAL PROFIT DRIVEN MODEL    Strategy level    c-suite                      Budget                      Time        ...
KEY           VALUE             CUSTOMER            ACTIVITIES   PROPOSITION       RELATIONSHIPSKEYPARTNERS               ...
TBLD DRIVEN MODEL   Strategy level   c-suite + DM                     Budget                     Time                     ...
TBLD DRIVEN MODEL   Strategy level   c-suite + DM                     Budget                     Time              Prepare...
TBLD DRIVEN MODEL   Strategy level   c-suite + DM                     Budget                     Time              Prepare...
TBLD DRIVEN MODEL   Strategy level   c-suite + DM                     Budget                     Time              Prepare...
DESIGN MANAGERS "ARE TRAINED TO 0  articulate complexities     company strategy"      0  focus on the end user     bring i...
THANKS  谢谢	  
Design Management: Design + Business
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Design Management: Design + Business

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Why design can help companies at a strategic level

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Design Management: Design + Business

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

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