lecture tu delft: how to strategize design or make design strategic
DESCRIPTION
In this lecture anyone interested in design and its strategic use in the corporate and particularly business contexts learns about which tools to use in order to craft a design strategy.TRANSCRIPT
DELFT, OCTOBER 9th 2013
BRAND & PRODUCT STRATEGY:
DESIGNING STRATEGIES ... FOR MANAGEMENT DECISIONS
PROF. RALF BEUKER
WHO ... WHY ... WHAT ... HOW
WHO is talking ?
http://ralfbeuker.com
PROFESSOR FOR DESIGN MANAGEMENT FH MÜNSTER (since 2007)
DEAN DESIGN DEPARTMENT (since 2010)
designthenewbusiness.com
Beste Abschlussarbeit 2010: Service Design Reader
GRADUATION PROJECT SUPERVISOR (2010)
Beste Abschlussarbeit 2010: Service Design Reader
WHY did Erik invite me ?
Beste Abschlussarbeit 2010: Service Design Reader
Beste Abschlussarbeit 2010: Service Design Reader
Beste Abschlussarbeit 2010: Service Design Reader
Beste Abschlussarbeit 2010: Service Design Reader
WHAT am I gonna talk about ?
WHAT IS A DESIGN STRATEGY ?
http://www.flickr.com/photos/lunchbreath
http://bit.ly/designstrategy
WHAT IS (A) STRATEGY ?
PROF. MICHAEL PORTER
Bishop William Lawrence University Professor, based at Harvard Business School
OBJECTIVE
RESULT
OBJECTIVE (explicit)
RESULT (intended)
STRATEGY
CRAFTING STRATEGY
ON WHICH LEVEL ?
CORPORATE
BUSINESS
FUNCTIONAL
Which industry/segment should we compete in ?
How should we compete in that segment ? (Competitve Advantage)
What exactly are we supposed to do ?(Marketing, HR, etc.)
CRAFTING STRATEGY on the corporate level
SWOT
SWOT ?!
SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
SWOT
SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
OPPORTUNITIES THREATS
OPPORTUNITIES THREATS
THE COMPETITIVE ENVIRONMENT
OPPORTUNITIES THREATS
STEP MODEL
5 FORCES – M. PORTER
suppliers
buyers
substitutes industry competition
threat of entry
OPPORTUNITIES THREATS
SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
HOW DOES DESIGN
FIT INTO ALL THIS ?
Well ... if the corporate level has
SWOT
... then the business level deserves
POST
?
P O S T PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
But hey, where‘s the link to
DESIGN ?
DESIGN is using as a set of
TRANSFORMATION MEANS
DESIGN is using as a set of
TRANSFORMATION MEANS that support
STRATEGIES
DESIGN is using as a set of
TRANSFORMATION MEANS that support
STRATEGIES based on
OBJECTIVES
DESIGN is using as a set of
TRANSFORMATION MEANS that support
STRATEGIES based on
OBJECTIVES
all aiming at PEOPLE
BUT ...
T S O P PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
P O S T PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
PEOPLE
PEOPLE
OBJECTIVES
OBJECTIVES
People
Markets
Industries
OBJECTIVES
People
Markets
Industries
OBJECTIVES
People
Markets
Industries
OBJECTIVES
bordofinnovation.com
STRATEGIES
the organisation
The customer/user
marketing/branding
productdelevopment/ R&D/design
(KNOW) WHY are we using Design ?
(KNOW) HOW are we using Design ?
(KNOW) WHAT are we doing with Design ?
WHY are we using Design
Expected benefits an organisation is aiming to achieve with the use of design over other disciplines like: Advertising, Branding, PR, ...
How are we using Design
The design methods, processes, tools & instruments that are necessary & suitable for the organisation, its objectives, and its target group
WHAT are we doing with Design
Touchpoints to focus on, design layers to employ, resources to allocate to activities, design disciplines to focus on and what design languague to employ
TRANSFORMATION MEANS
TRESPA Case, BDI Book
P O S T PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
DESIGN[ING] STRATEGY
THE POSTER
THE POSTER
http://bit.ly/designstrategy
DANKE SCHÖN ;-)