sdl 01 strategic design language 2014
DESCRIPTION
Design has to respond to an ever-higher complexity in the world. This introductory lecture investigates the core ingredients for managing design and design language as a strategic advantage.TRANSCRIPT
Strategic Design Language Industrial Design 2014, Georgia Institute of Technology
www.florianvollmer.com
@florianvollmer
Strategic
Design
Language
© Florian Vollmer,
Service Design &
Organizational
Activation
People Systems
Storytelling
Brand Semantics Persuasion Business
Stakeholders Motivation Prototyping Ecosystems
Organization
Global
System of Systems
System
Intervention
Humanity
Group
Individual
Experience
© Florian Vollmer,
design
is to design
the design
of a design (John Heskett)
© Florian Vollmer,
Management: “the act of getting people together to accomplish the desired goals”
© Florian Vollmer,
Manufacturing
Distribution
Information
Customer (Kerri Bodine, Forrester )
© Florian Vollmer,
Sustainability Urbanization New Leadership Styles Distributed Manufacturing Off-/ On-shoring Cyclical Foe: Reactive Behavior
© Florian Vollmer,
External Factors
integration | repeatability | forecast-ability accessibility | share-ability | simplification
© Florian Vollmer,
“The management of design as a source of
corporate and customer value in an organization”
© Florian Vollmer,
Brand Management
Sales Management
Marketing Management and
Research
Design
Development
IT
HR
Operations
CEO (from Making Meaning) © Florian Vollmer,
Stak
ehol
ders
Design-Driven Business: Focus on the invidual, sustainable
practices, answering needs, connecting systems, transparency
Insight
Innovation
Inspiration
Investigation
Interpretation
Investment
Inspiration
Integration (from DMI 2010)
© Florian Vollmer, Valu
e of
Des
ign
Traditional Media
Social Media
mCommerce eCommerce
Customer Environment
Product Presentation
Sales Engagement Ownership
Experience
© Florian Vollmer,
© Florian Vollmer,
Insights,
Objectives,
Collaboration –
People
Process, Strategy –
Innovation
Design,
Business,
Brand –
Identity
Communication –
Innovation