Design Management (the management of design strategies, processes and projects) is an intricate subject. As the role of design in the world continues to broaden, organisations are increasingly viewing design as being integral to their decision-making processes.

This book leads the student through the key knowledge, practice and skill areas of design management, focusing on the strategy, process and implementation involved in the management of design.

Opening with a contextual overview of the subject, this book then explores the stages involved in the application of design to business. Each topic is accompanied by key questions that get the reader to think about the issues raised, and professional case studies and interviews demonstrate the knowledge and practices described. Areas of key practical skills are outlined in order to bridge the gap between creativity management and academic theory, and professional practice.

Table of Contents

What is Design Management? 12
Why is Design Management Important? 16
The Design Management Timeline 20
Managing the Design Strategy 26
Knowledge
Identifying Opportunities for Design 28
Understanding the Audience and Market 34
Interpreting Client and Customer Needs 40
Auditing the Use of Design 44
Establishing the Design Strategy 48
Promoting and Selling the Design Strategy 54
Planning for Long-term Growth 58
Practice
Case Study: The Argus 3 Thermal-imaging Camera 62
Case Study: Camper 66
Interview: Dr. Chris H. Luebkeman, Arup Group 72
Interview: Darryl Feldman, Yahoo! 74
Key Skills
Managing Client Relations 76
Guiding Design Decisions 80
Developing Good Working Relationships 82
Verbal Communication 84
Managing the Design Process 90
Knowledge
Giving Form to Business Strategy 92
Increasing Awareness with Design 96
Expressing the Brand Through Design 100
Initiating Design Projects 104
Design Methods 108
Design Processes 112
Competitive Advantage Through Design 118
Practice
Case Study: Kajima Design Europe for JVC 122
Case Study; The Honda Zoomer 128
Interview: Mat Hunter, IDEO Europe 130
Interview: Brian Smith, FeONIC Plc. 132
Key Skills
Managing Creative Teams 134
Facilitating the Design Process 136
Developing Collaborative Cultures 140
Visual Communication 142
Managing the Design Implementation 146
Knowledge
The Project Management Process 148
Project Management in Practice 154
Social and Environmental Responsibilities 158
Design Policies, Procedures and Guidelines 162
Translating Global Design into Local Design 166
Measuring the Success of Design 170
Reviewing and Revising the Design Strategy 174
Practice
Case Study: FooGo/The Formation 176
Case Study: The Silken Group 178
Interview: Colum Lowe, NHS (UK) 182
Interview: Lynne Elvins, A420 184
Key Skills
Management and Leadership 186
Leading and Advocating Design 188
Written Communication 192
Appendix 196
18 Views on Design Management 198