Why Design Management?
In view of
increasingly demanding consumers, tougher market conditions and shrinking
resources, organisations develop an increased understanding of what an approach
that integrates Design and Management can achieve - in order to find
sustainable solutions, classic management-approaches are not sufficient
anymore. In demand are new creative methods, which combine iterative and
abductive thinking in an interdisciplinary way to reveal new and relevant
insights leading to innovative propositions. To develop
this potential within organisations is the main goal of the new discipline
called Design Management.
Design Management's Role
Design Managers are bridge builders between design and management, as well as
between marketing, development and other functions. Their ability to think and
act creatively as well as entrepreneurial qualifies them to:
design projects by understanding the needs of all stakeholders involved and
integrating them accordingly, whether this is related to product- or brand
development, the development of corporate identities or in the design of
Design Thinking as an holistic approach into organisations, to improve and
optimise all sorts of processes within organisations or businesses.
Design Management Skillset
many specialists and corporate functions collaborating together, there is an
intricate collection of interests to be coordinated. Here design managers make
sure that the processes related to design activities run smoothly. They manage
the interface between designers and other functions (being product management,
development, marketing, corporate strategy etc.) and they take care of the
communication, planning, briefing and quality issues concerning design projects
and activities. That is why design managers are professionals with excellent communication
skills, deep understanding of design methods and thinking, empathy for the
needs of all involved stake holders and with strong managerial skills, to make
sure that projects deliver as planned. Design Management also operates at a strategic level, where it introduces
design as a powerful tool to differentiate the company from competitors,
through innovative and human-centred products, services and brands.