- The critical aspects of managing design are about understanding an organization's strategic goals and how design can play a part in fulfilling them. - efficiently putting in place the ways and means, the tools and methods, the teams, and planning requirements to accomplish these goals.

1. Design
Management
Master Class
Session
MAEER’s MIT Institute of Design.

2. What I am sharing:
What is Design Management’s definition?
Why is Design Management critical?
Three Stages of Design Management?

3. Who I am:

4. Dharam Mentor is a firm believer and advocates the ‘Good Design-thinking
is Good Business.’ Regrettably, for a good number of people, the word ‘design’
equals drawing, painting, aesthetics, styling, etc. However, significantly fewer
people can associate the correct definition ‘Design’ equals to the ‘Problem-
solving’ process.
The good ‘Design-thinking’ approach encompasses several tools that enable
us to arrive at adequate solutions. The problem can be of any nature, from
structural design to cultural appropriation, style segmentation to meaningful
communication, corporate branding to products/services branding, or Emotional
innovation to Process Innovation.
What drives him in his professional life is practically proving how ‘Good Design
thinking’ translates into ‘Good Business’ to entrepreneurs, business owners, and
startups. He has acquired his Masters in Branding degree from the University
of the Arts London and is also an alumnus of the prestigious London College of
Communication.

5. What is
Design Management’s
definition?

6. MAEER’s MIT Institute of Design.

7. MAEER’s MIT Institute of Design.
471 Crores

8. There is NO single, universally
agreed definition of the term
‘Design Management.’

9. - The critical aspects of managing design
are about understanding an organization’s
strategic goals and how design can play a
part in fulfilling them.
- Efficiently putting in place the ways and
means, the tools and methods, the teams,
and planning requirements to accomplish
these goals.

10. As a job description: the design manager has the job role of
managing design. However, this designation could change from
firm to firm:
A person responsible for managing design might be called.
Brand manager
Project manager
Client-account handler
Account director
Design consultant
Advertising planner

11. Why is Design
Management important?

12. In the current market environment, the
economic importance of design, and its use
as a communication and strategic business
tool, has strengthened the status of design
management.

13. In the current market environment, the
economic importance of design, and its use
as a communication and strategic business
tool, has strengthened the status of design
management.

14. In the current market environment, the
economic importance of design, and its use
as a communication and strategic business
tool, has strengthened the status of design
management.

15. In the broader context, there is an ongoing shift:

16. In the broader context, there is an ongoing shift:
Industrial economies

17. In the broader context, there is an ongoing shift:
Industrial economies Knowledge economies

18. In the broader context, there is an ongoing shift:
Industrial economies
Manufacturing-based processes
Knowledge economies
Information-based processes

19. In the broader context, there is an ongoing shift:
Industrial economies
National trade agreements
Manufacturing-based processes
Knowledge economies
International trade agreements
Information-based processes

20. Today, the practice of design management is evident
across various disciplines:
Product Design
Fashion
Architecture
Media
Entertainment
Ad/branding
Software
Games Design
In addition:
Business
Engineering
Technology

21. Today, the practice of design management is evident
across various disciplines:
Product Design
Fashion
Architecture
Media
Entertainment
Ad/branding
Software
Games Design
In addition:
Business
Engineering
Technology

22. Today, the practice of design management is evident
across various disciplines:
Product Design
Fashion
Architecture
Media
Entertainment
Ad/branding
Software
Games Design
In addition:
Business
Engineering
Technology

23. Three Stages of Design
Management?

24. Stage 1: Managing the Design Strategy
Design at the level of
strategy

25. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Design at the level of
strategy
Design at the level of
tactics, systems and
processes

26. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Stage 3: Managing the Design Implementation
Design at the level of
strategy
Design at the level of
tactics, systems and
processes
Design at the level of
operations, tangibles
and touch

27. Stage 1: Managing the Design Strategy

28. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design

29. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Understanding
the Audience and
Market

30. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Understanding
the Audience and
Market

31. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Understanding
the Audience and
Market
Auditing the Use of
Design

32. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

33. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
KEY SKILLS:

34. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
KEY SKILLS:

35. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
KEY SKILLS:

36. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Establishing the
Design Strategy
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Auditing the Use of
Design
Selling the Design
Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
KEY SKILLS:

37. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Establishing the
Design Strategy
Design
Processes
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Auditing the Use of
Design
Design
Methods
Selling the Design
Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
KEY SKILLS:

38. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Establishing the
Design Strategy
Design
Processes
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Auditing the Use of
Design
Design
Methods
Selling the Design
Strategy
Competitive
Advantage
Through Design
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
KEY SKILLS:

39. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Establishing the
Design Strategy
Design
Processes
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Auditing the Use of
Design
Design
Methods
Selling the Design
Strategy
Competitive
Advantage
Through Design
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
- Managing Creative Teams
- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
KEY SKILLS:
KEY SKILLS:

40. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Stage 3: Managing the Design Implementation
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Establishing the
Design Strategy
Design
Processes
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Auditing the Use of
Design
Design
Methods
Selling the Design
Strategy
Competitive
Advantage
Through Design
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
- Managing Creative Teams
- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
KEY SKILLS:
KEY SKILLS:

41. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Stage 3: Managing the Design Implementation
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
The Project
Management
Process
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Establishing the
Design Strategy
Design
Processes
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Auditing the Use of
Design
Design
Methods
Selling the Design
Strategy
Competitive
Advantage
Through Design
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
- Managing Creative Teams
- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
KEY SKILLS:
KEY SKILLS:

42. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Stage 3: Managing the Design Implementation
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
The Project
Management
Process
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Social and
Environmental
Responsibilities
Establishing the
Design Strategy
Design
Processes
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Project
Management in
Practice
Auditing the Use of
Design
Design
Methods
Selling the Design
Strategy
Competitive
Advantage
Through Design
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
- Managing Creative Teams
- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
KEY SKILLS:
KEY SKILLS:

43. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Stage 3: Managing the Design Implementation
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
The Project
Management
Process
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Social and
Environmental
Responsibilities
Establishing the
Design Strategy
Design
Processes
Measuring the
Success of Design
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Project
Management in
Practice
Auditing the Use of
Design
Design
Methods
Design Policies,
Procedures, and
Guidelines
Selling the Design
Strategy
Competitive
Advantage
Through Design
Reviewing and
Revising the
Design Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
- Managing Creative Teams
- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
KEY SKILLS:
KEY SKILLS:

44. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Stage 3: Managing the Design Implementation
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
The Project
Management
Process
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Social and
Environmental
Responsibilities
Establishing the
Design Strategy
Design
Processes
Measuring the
Success of Design
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Project
Management in
Practice
Auditing the Use of
Design
Design
Methods
Design Policies,
Procedures, and
Guidelines
Selling the Design
Strategy
Competitive
Advantage
Through Design
Reviewing and
Revising the
Design Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
- Managing Creative Teams
- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
- Management and Leadership
- Leading and Advocating Design
- Soft skills and people management skills
- Spoken and Written Communication
KEY SKILLS:
KEY SKILLS:
KEY SKILLS:

45. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Stage 3: Managing the Design Implementation
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
The Project
Management
Process
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Social and
Environmental
Responsibilities
Establishing the
Design Strategy
Design
Processes
Measuring the
Success of Design
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Project
Management in
Practice
Auditing the Use of
Design
Design
Methods
Design Policies,
Procedures, and
Guidelines
Selling the Design
Strategy
Competitive
Advantage
Through Design
Reviewing and
Revising the
Design Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
- Managing Creative Teams
- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
- Management and Leadership
- Leading and Advocating Design
- Soft skills and people management skills
- Spoken and Written Communication
KEY SKILLS:
KEY SKILLS:
KEY SKILLS:

46. Stage 1:

47. Stage 1: At this stage, design management engages
Design-thinking in the (organizational) strategy.
Further, it identifies design opportunities and its
customers and looks at how design contributes to the
business.
Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

48. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

49. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

50. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

51. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

52. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

53. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

56. Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

57. The design manager
will require a solid
entrepreneurial mindset
in order to successfully
sell the design strategy.
Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
Interpreting Client
and Customer
Needs
Establishing the
Design Strategy
Understanding
the Audience and
Market
Auditing the Use of
Design
Selling the Design
Strategy

58. Stage 2:

59. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design
Stage2: This is where design projects are developed.
The main focus is placed on demonstrating how
strategy can be made visible/tangible through design.
At this stage, design management explores how
design can be used to craft the presence of a brand/
organization.

60. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design

61. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design
Design methods help build trust in the client and
design team relationship because they allow
members of both parties to explore the challenges
presented by a project In an engaging way.
Design methods are also used to define
- What it is the design team needs to do?
- What processes do they need to use?
- What are the expected outcomes?

62. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design
Word+Visual Neuro Mapping Tool:

63. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design
Word+Visual Neuro Mapping Tool:

64. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design
Design is a meticulous, cyclical process of inquiry
and creativity. Design processes comprise a set of
methods that are put together to suit the type of
each design project.

65. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design

66. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design

67. Stage 2: Managing the Design Process
Giving Form to
Business/design
Strategy
Initiating Design
Projects
Design
Processes
Expressing the
Brand Through
Design
Design
Methods
Competitive
Advantage
Through Design

94. Stage 3:

95. Stage 3: Managing the Design Implementation
The Project
Management
Process
Social and
Environmental
Responsibilities
Measuring the
Success of Design
Project
Management in
Practice
Design Policies,
Procedures, and
Guidelines
Reviewing and
Revising the
Design Strategy
How to translate design strategies and processes
into a finished result. This involves preparation
and coordinating the people, stakeholders, and
resources necessary to get the project built on time
and within budget.

96. Stage 3: Managing the Design Implementation
The Project
Management
Process
Social and
Environmental
Responsibilities
Measuring the
Success of Design
Project
Management in
Practice
Design Policies,
Procedures, and
Guidelines
Reviewing and
Revising the
Design Strategy

97. Stage 3: Managing the Design Implementation
The Project
Management
Process
Social and
Environmental
Responsibilities
Measuring the
Success of Design
Project
Management in
Practice
Design Policies,
Procedures, and
Guidelines
Reviewing and
Revising the
Design Strategy

98. Stage 3: Managing the Design Implementation
The Project
Management
Process
Social and
Environmental
Responsibilities
Measuring the
Success of Design
Implementation
Project
Management in
Practice
Design Policies,
Procedures, and
Guidelines
Reviewing and
Revising the
Design Strategy

99. Stage 1: Managing the Design Strategy
Stage 2: Managing the Design Process
Stage 3: Managing the Design Implementation
Identifying
Opportunities for
Design
Giving Form to
Business/design
Strategy
The Project
Management
Process
Interpreting Client
and Customer
Needs
Initiating Design
Projects
Social and
Environmental
Responsibilities
Establishing the
Design Strategy
Design
Processes
Measuring the
Success of Design
Understanding
the Audience and
Market
Expressing the
Brand Through
Design
Project
Management in
Practice
Auditing the Use of
Design
Design
Methods
Design Policies,
Procedures, and
Guidelines
Selling the Design
Strategy
Competitive
Advantage
Through Design
Reviewing and
Revising the
Design Strategy
- Managing Client Relations
- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
- Managing Creative Teams
- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
- Management and Leadership
- Leading and Advocating Design
- Soft skills and people management skills
- Spoken and Written Communication
KEY SKILLS:
KEY SKILLS:
KEY SKILLS:

100. Thank you