Design management is a strategic approach that uses design thinking to create sustainable competitive advantages for businesses. It involves identifying creative assets within an organization and allocating them to address business problems and opportunities. A design manager helps implement a triple bottom line approach where strategies consider people, planet and profit. They work with stakeholders to prepare, optimize and minimize impacts across these dimensions throughout the product development process.

1. DESIGN MAN
AGEMENT
business + d
esign
Joey Lam
林
迪康

3. BUSINESS
and/or
PRODUCT
SERVICE

4. “Money came fast to me then,
“If it works here, why not there?”
why not now?”
! - International companies
- Chinese companies

5. TRADITIONAL PROFIT DRIVEN MODEL
Strategy level
c-suite
Budget
Time
Human resources
Implementation
R&D + Design
Product/service
Release
Iterations
End-user

6. ITERATIONS CAUSE
0 increase costs!
!
0 depletion of resources!
0 tired employees!
!
0 loss of user trust in company!
!
unsustainable business!

7. How can design !
help businesses !
at a strategic level?!

8. DM
Design Management is the !
“identification and allocation of !
creative assets within an organization to !
create a strategic and sustainable advantage” !
!
" " " " " " " "Mary McBride, PhD, 2006 !

9. 4D MODEL
The Design Process!
Design Council, 2010

10. UX
creating and developing the experience a
user has with a product and/or service!

11. USER RESEARCH
• Habits and preferences
LIFESTYLE RESEARCH • Attitudes
• Create services and products that
fit with their mode of living

12. • Fast visual iterations of ideas
USER INTERACTION
WIREFRAMING • Allow stakeholders to understand
interaction flow
• Detect problems & "
improve upon them

13. USER INTERACTION
• Human-centered approach
CASE SCENARIOS • Understand different touch points "
in users lives
• Help identify corner cases

14. DESIGNERS ARE TRAINED TO:
0 articulate complexities"
0 focus on the end user"
0 dimensionalize decision-making"
0 specialize in life-centered strategy

15. IDENTIFY GAPS AND DEFINE "
OPPORTUNITY SPACES TO HELP
0 International companies
glocalize their business
0 Local companies
meet and surpass international standards

16. 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

17. TRADITIONAL PROFIT DRIVEN MODEL
Strategy level
c-suite
Budget
Time
Human resources
Implementation
R&D + Design
Product/service
Release
Iterations
End-user

18. KEY VALUE
CUSTOMER
ACTIVITIES
PROPOSITION
RELATIONSHIPS
KEY
PARTNERS
CUSTOMER
COSTS
KEY
REVENUE
RESOURCES
CHANNELS
Alexander Osterwalder, 2010

19. TBLD DRIVEN MODEL
Strategy level
c-suite + DM
Budget
Time
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
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
End-user

22. 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

23. 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

24. THANKS
谢谢