Mdes j taylor's des managemt intro week1

DESIGN MANAGEMENTHISTORIES

8 FEBRUARY 2012

Design Management

• definitions

• histories of design management

• (if time) themes e.g. design thinking

Definitions

• Your current definition of design management

• Referring to handout, decide which definition is most effective and why

Definitions

• Who• Why • What• Where• When• How

Definitions

• Looking at definitions becomes an enquiry in itself

Definitions

• history:– Old French: “relation of incidents” (like

newspaper reporting)

– Greek: “learning or knowing by experience” (like “enquiry”) [Online dictionary of etymology]

Definitions

• Design/designer

– 1640s: “one who schemes”

– 1660s: “one who makes an artistic design or a construction plan” [Online dictionary of etymology]

Definitions

• Manager/management– Achieving goals efficiently and effectively (usually

involving leadership) Drucker

Definitions

• Are we any closer?• Confusion arises because Design Management

is NOT a completely water-tight category all of its own and is influenced by:

• Design culture and history• Approaches to management• … concepts of history• Reliability of individual witnesses

Definitions

• Whatever we do must be critical in its focus

Histories

• Management– 19C: resource allocation– 20C: approaches reflecting new knowledge• Science• Psychology• Sociology• Statistics• IT• Strategy

– 21C: agility

Histories

• Business and marketing

– Up to 50s: Production– 50s-60s: Product quality– 60s: Selling– 70s: Marketing

Histories

• Design– Emergence of the profession of designer– Demands of engineering and business– Tension between business needs and creativity– Emergence of particular design disciplines

Histories

• Design management

– Pre 60s: managing product aesthetics– 60s and 70s: systematic mgt of design– 80s and 90s: strategic value of design– 00s and 10s: design & innovation

Histories

Michael Farr (1965)– Definition of the problem– Finding and enabling a designer– Coming in on budget and on time– Professionalising design management– Identifying DM as a “total commercial function”

• Project Management

Histories

Peter Gorb (1990)– Corporate setting– Organisational role of design–Manager-centred?

• Strategic focus

Histories

Kathryn Best (2006)– Project management – Adds and creates value– Leadership role

• Managing design strategy• Managing design process• Managing design implementation

• Multifacteted role [but not “managing as designing”]

Histories

• 60s: – Identifying design practice– Corporate recognition of DM

• Oakley (1990): – two cultures– Design process– Design as a strategic tool– Project management– Links between marketing and design

Histories

• Cooper and Press (1995)

– Strategic value of design– Corporate identity– Design audits

Histories

• Best (2006)

• Managing design strategy• Managing design process• Managing design implementation

Histories

• Other “heroes”– Bill Hollins (service design)– Wally Olins (corporate identity)– Alan Topalian– Angela Dumas– Mark Oakley– James Pilditch– Thomas Schutte

Histories

• DMI definition• Almost silent on “design thinking”• Included in definition:– “It includes the use of design thinking – or using

design processes to solve general business problems”

– Lockwood (2010)

Design thinking

• Methodology for transforming “existing conditions into preferred ones” (Simon, 1969)

• “full spectrum … human-centred design ethos” (Brown, 2008)

• Design methods• Design attitude• Design reasoning• “Imagining, visualising and dreaming up” and thinking

through (Cooper in Lockwood, 2010)• “Intellectual approach to problem framing” (Buchanan

1992)

Design thinking

• Gore-Tex (Lockwood, 2010) used for skiwear as Thinsulate (1979) at CAMP7:– CFO keen skier – involved with testing– Evaluated designs– Considered business models– Prototyping– [user-centred]– [Lockwood’s first job!]

Design thinking

• Attractive to business• Open ended approach to problem solving• Various names:– Creative Problem Solving– Problem solving– Design thinking– Lateral thinking

Final point

• Research worlds

– Objective world– Socially constructed world– Individually constructed world