What is Design Management by Dharam Mentor, MIT Institute of Design, MIT ADT University

MAEER’s MIT Institute of Design.

Design Management Master Class Session

What I am sharing: What is Design Management’s definition?

Why is Design Management critical?

Three Stages of Design Management?

Who I am:

What is Design Management’s definition?

MAEER’s MIT Institute of Design.

471 Crores MAEER’s MIT Institute of Design.

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

- 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.

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

Why is Design Management important?

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.

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.

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.

In the broader context, there is an ongoing shift:

In the broader context, there is an ongoing shift:

Industrial economies

In the broader context, there is an ongoing shift:

Industrial economies

Knowledge economies

In the broader context, there is an ongoing shift:

Industrial economies

Knowledge economies

Manufacturing-based processes

Information-based processes

In the broader context, there is an ongoing shift:

Industrial economies

Knowledge economies

Manufacturing-based processes

Information-based processes

National trade agreements

International trade agreements

In the broader context, there is an ongoing shift:

Industrial economies

Knowledge economies

Manufacturing-based processes

Information-based processes

National trade agreements

International trade agreements

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

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

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

Three Stages of Design Management?

Stage 1: Managing the Design Strategy

Design at the level of strategy

Stage 1: Managing the Design Strategy

Design at the level of strategy

Stage 2: Managing the Design Process

Design at the level of tactics, systems and processes

Stage 1: Managing the Design Strategy

Design at the level of strategy

Stage 2: Managing the Design Process

Design at the level of tactics, systems and processes

Stage 3: Managing the Design Implementation

Design at the level of operations, tangibles and touch

Stage 1: Managing the Design Strategy

Design at the level of strategy

Stage 2: Managing the Design Process

Design at the level of tactics, systems and processes

Stage 3: Managing the Design Implementation

Design at the level of operations, tangibles and touch

Stage 1: Managing the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy KEY SKILLS:

-

Expressing the Brand Through Design

Initiating Design Projects

Managing Creative Teams Facilitating the Design Process Developing Collaborative Cultures Visual Communication

Design Methods

Design Processes

Competitive Advantage Through Design

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy KEY SKILLS:

-

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Managing Creative Teams Facilitating the Design Process Developing Collaborative Cultures Visual Communication

Stage 3: Managing the Design Implementation

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy KEY SKILLS:

-

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Managing Creative Teams Facilitating the Design Process Developing Collaborative Cultures Visual Communication

Stage 3: Managing the Design Implementation The Project Management Process

Competitive Advantage Through Design

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy KEY SKILLS:

-

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Managing Creative Teams Facilitating the Design Process Developing Collaborative Cultures Visual Communication

Stage 3: Managing the Design Implementation The Project Management Process

Project Management in Practice

Social and Environmental Responsibilities

Competitive Advantage Through Design

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy KEY SKILLS:

-

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Managing Creative Teams Facilitating the Design Process Developing Collaborative Cultures Visual Communication

Stage 3: Managing the Design Implementation The Project Management Process

Project Management in Practice

Social and Environmental Responsibilities

Design Policies, Procedures, and Guidelines

Measuring the Success of Design

Reviewing and Revising the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy KEY SKILLS:

-

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Managing Creative Teams Facilitating the Design Process Developing Collaborative Cultures Visual Communication

Stage 3: Managing the Design Implementation The Project Management Process KEY SKILLS:

-

Project Management in Practice

Social and Environmental Responsibilities

Management and Leadership Leading and Advocating Design Soft skills and people management skills Spoken and Written Communication

Design Policies, Procedures, and Guidelines

Measuring the Success of Design

Reviewing and Revising the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy KEY SKILLS:

-

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Managing Creative Teams Facilitating the Design Process Developing Collaborative Cultures Visual Communication

Stage 3: Managing the Design Implementation The Project Management Process KEY SKILLS:

-

Project Management in Practice

Social and Environmental Responsibilities

Management and Leadership Leading and Advocating Design Soft skills and people management skills Spoken and Written Communication

Design Policies, Procedures, and Guidelines

Measuring the Success of Design

Reviewing and Revising the Design Strategy

Stage 1:

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

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

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design

Understanding the Audience and Market

Interpreting Client and Customer Needs

The design manager will require a solid entrepreneurial mindset in order to successfully sell the design strategy.

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Stage 2:

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

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.

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

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?

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Word+Visual Neuro Mapping Tool:

Design Methods

Design Processes

Competitive Advantage Through Design

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Word+Visual Neuro Mapping Tool:

Design Methods

Design Processes

Competitive Advantage Through Design

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

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.

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Stage 2: Managing the Design Process Giving Form to Business/design Strategy

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Stage 3:

Stage 3: Managing the Design Implementation The Project Management Process

Project Management in Practice

Social and Environmental Responsibilities

Design Policies, Procedures, and Guidelines

Measuring the Success of Design

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.

Stage 3: Managing the Design Implementation The Project Management Process

Project Management in Practice

Social and Environmental Responsibilities

Design Policies, Procedures, and Guidelines

Measuring the Success of Design

Reviewing and Revising the Design Strategy

Stage 3: Managing the Design Implementation The Project Management Process

Project Management in Practice

Social and Environmental Responsibilities

Design Policies, Procedures, and Guidelines

Measuring the Success of Design

Reviewing and Revising the Design Strategy

Stage 3: Managing the Design Implementation The Project Management Process

Project Management in Practice

Social and Environmental Responsibilities

Design Policies, Procedures, and Guidelines

Measuring the Success of Design Implementation

Reviewing and Revising the Design Strategy

Stage 1: Managing the Design Strategy Identifying Opportunities for Design KEY SKILLS:

-

Understanding the Audience and Market

Interpreting Client and Customer Needs

Auditing the Use of Design

Establishing the Design Strategy

Selling the Design Strategy

Managing Client Relations Guiding Design Decisions Developing Good Working Relationships Verbal Communication

Stage 2: Managing the Design Process Giving Form to Business/design Strategy KEY SKILLS:

-

Expressing the Brand Through Design

Initiating Design Projects

Design Methods

Design Processes

Competitive Advantage Through Design

Managing Creative Teams Facilitating the Design Process Developing Collaborative Cultures Visual Communication

Stage 3: Managing the Design Implementation The Project Management Process KEY SKILLS:

-

Project Management in Practice

Social and Environmental Responsibilities

Management and Leadership Leading and Advocating Design Soft skills and people management skills Spoken and Written Communication

Design Policies, Procedures, and Guidelines

Measuring the Success of Design

Reviewing and Revising the Design Strategy

Thank you