Design management
Organizes and leads design within an organization: its teams, processes and resources, and its relationship with strategy and brand.
What it deals with
Design adds little if it stays isolated, without resources or a place in decisions.
Principles
From style to strategy
Design can be used as a finishing touch, as a process or as strategy.
Connect
Bring together design, brand, product and business.
Measure
Show with data what design contributes.
Applications in design
Use it like this
Find out which step of the design ladder your organization is on before asking for more design.
Avoid
Measuring design only by the number of pieces delivered.
Don’t fall for it
Moving up a step requires changing processes, not just hiring designers.
Especialidades
Models
- ModelDesign ladderFour steps to see how much an organization uses design: from not at all to strategy.
Methods and tools
- ArtifactDesign systemThe set of shared components, rules, and criteria a team uses to build its interfaces.
Connections
Related to
Authors and works
- 2003
Brigitte Borja de Mozota
Explained how to manage design to create brand value and innovation.
- 2018
Danish Design Centre
Ranked 802 Danish companies on four steps according to how they use design: none, form, process or strategy.
Sources
Original sources
- Borja de Mozota, B. (2003). Design management: Using design to build brand value and corporate innovation. Allworth Press.
- Danish Design Centre & Confederation of Danish Industry (2018). Design delivers 2018: How design accelerates your business. View source: Danish Design Centre & Confederation of Danish Industry (2018)
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