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An introduction to Strategic Design Management

A short introduction to SDM ; what / who / when / why and several examples
by

alexander cheyns

on 8 November 2012

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Transcript of An introduction to Strategic Design Management

An introduction to : Strategic Design Management Design management is the business side of design.
Achieving coherence between brand, product and company. What? Strategic Design Management is an upcoming and important branch and is very dynamic. Tools and guidelines will change every day since they are not transferable for every company.

In 2007 21% of the companies considers design as key strategic element.


An increasing amount of colleges and universities are starting a course in design managament (Howest > http://www.designregio-kortrijk.be/sites/default/files/ExecutiveProgram%20StrategicDesignManagement.pdf)

Due to an unstable economy and fast changing world a lot of companies can use DM to keep themselves in the race. By Alexander Cheyns Driven by the brand vision , the goal is to create a
relationship with the costumer. SDM= "a business process that incorporates design
and its management into the strategy
formation process, and implemented at
every level of the organization"


Design management focuses on the experience and the relationship with the product/company.

DM = Human centered approach to your goals. http://www.designmanagementeurope.com/site/index.php How to measure succesfull DM ? Some of the categories of design management :

- superior branding strategy and touchpoints execution.

- the step by step integration of design in business operations.

- using design to sustain the business’s social and environmental responsibility.

- offering structured design services to businesses in an emerging market.

- use of design to reach a new market position.

- innovative manufacturing and excellence in craftsmanship.

- unique and consistent identity and offer.

- fostering community building through design thinking.

-the quality of its design process

-integration of design to drive business change

-management strategy Looking towards the future : Create a culture in your company, use horizontal organizational structure instead of vertical organizational structure. Tools Why? - drive innovation / raise the bar
- deliver breakthrough customer experiences
- build long term customer loyalty and brand equity.
- create a clear design language and add value/quality to the company on global level.
- differentiation
> change the world

On the long term it will create a strong and unique company/ experience and brand that is hard to imitate. In general there are 4 areas to focus on :

Consumer focused : The main goal is still to satisfy the costumer.
create a strong brand and connection.
( a returning costumer is 5times cheaper then acquiring new costumers)

Innovation : Bringing new ideas and solutions to the market/company.
- Open up new markets (Ipad)

Experimental: Trying new business models with an open mind to failure.
Create a new identity. create a new work environment or resolve inner conflicts.

Evaluation : Companies need to do their research in order to perfect their business.
-Personas , costumer survey. Due to a fast paced and continually evolving world a lot of companies have to re-invent themselves or stand out more to survive. Companies have to stay relevant . Why? IKEA > founded by Ingvar Kamprad in the 1950s in Sweden.
He came up with special selling techniques which include the design of the store layout – the stores have the furniture organised as if it is in a home. The result is that customers are encouraged to spend a long time in the store and want to recreate the look.”









Shopping at Ikea has become an experience ; attractive showrooms, cheap food, a pet and child daycare center.

Starbucks > offers you relaxing music , cheap refills , free wi-fi and free electric sockets.

Another example : colruyt >layout of the store
1 Product design management
> express the product qualities
& distinctive design Different types 2 Brand design management
> create a clear design language 3 Service design management
> improve the experience 4 Business design management
> use the design process on business 5 Engineering design management
> selecting the tools and materials 6 Urban design management
> sustainable ways to produce the built environment 7 Architectural management
> Design of the building improves the management
1 Product design management
> express the product qualities
& distinctive design 2 Brand design management
> create a clear design language Red Bull identifies itself with a lot of extreme sports. It is more then a product , it embodies a way of life.
The brand is designed to attract a specific group of people. 3 Service design management
> improve the experience & interaction
Understanding the needs of the customer 4 Business design management
> use the design process on business
- 7 Architectural management
> Design of the building improves the management 5 Engineering design management
> selecting the tools and materials.

Ikea : DIY


nanimarquina : co-operation with local social projects to improve the living conditions in the countries of production. Design feature :
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