Design Management.

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The role of management in design is as tough to know as understanding of ‘what is design’. But the importance of management is design is as crucial as any business. Because it is a long & comprehensive activity. Just being a good designer is not simple, calling ownself a good manager is also tough. Ask to your employee, how good he finds you. And when we talk about design management, ask to not only your employees also to clients and most important Users.

Before starting I would like ask- What is design? I am still searching for perfect words to define it.
It’s a tool to achieve something. It’s about –
Integrating. To synthesize System. Communication. Finding Problem. To look from different perspective. Simplifying Things. And having a questioning attitude.

Then there are types of Design : i) Create design ii) Bring design (re-design) iii) Identify design. So in short design is about creating, bringing and identifying order.

And what Design basically do: –
Emotionalize – Synthesize – Sensualize – Intimitize – Intuitize – Humanize.

Design is useful in terms of creating Value. But again generating value perception is more important. It’s about holding attention. Your product should have delight ness to captivate your attention.

So according to it DESIGN in Business it is about:
– Elicit Action – Gain Attention – Hold Attention – Differentiates – Coordinates – Transforms -Value

And when thinks from all the aspects Production, Management, Finance, HR, and to get ORDER, we need Management.

As such Designers have an important role in organizations. They are the bridge between the firm’s existing practices and beliefs, what it does and thinks now and what it could be in the future. They are visionaries with important roles to play in the innovation process, and therefore are key drivers of organizational success. As such Designers have an important role in organizations. They are the between the firm’s existing practices and beliefs, what it does and thinks now and what it could be in the future. They are visionaries with important roles to play in the innovation process, and therefore are key drivers of organizational success.And for all this Design management is very necessary.
But what is Design management. Design management is achieving the organizational goals most effectively, efficiently through planning, organizing, controlling or monitoring, learning and motivating by keeping in mind design as a organizational resource.

Understanding on this subject is not about reading on this subject, its more of again Design + Management. Through the roots of Design management is not very old, this word was coined back in 1920 by AEG (General Electrical company) but was always in toll between design & management. But after 1980 it got pace.

Just like design, Design management is multifarious. Just like marketing. That’s why both have lots of common intersections. And here comes the Design leaderships which guides with a vision about where to go and Design management takes the re-active approach in suggesting how to go. How to achieve goals by exploring design-in terms of products, communicating and inside & outside environments. That’s why Design management is needed at different levels like at : Operational, Functional & Strategic.
Definitely there would be more sub levels of it.

That’s what a design manager does; involving with strategies, action plans and processes. Dealing with critical functions such as development of a new product, how to package and predicting the retail impact by doing competitive analysis and design Measurement. Infact like Designers they would be involve at some stage of design research, scenario Building and trend forecasting.

Just like running any business or becoming an entrepreneur; design manager qualities are – design skills, business skills, passion, time management, vision, strategic thinking and interpersonal skills. I must say these qualities are even mandatory to have in a designer also.

After all design is the big asset in this world. An now when lots & lots of firms have recognized the importance of design and design driven innovation for their competitive advantage, design management is at boom.

BTW here you can read a good article on Design led business.

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