1. DESIGN MANAGEMENT
BY
DILSHAD MAHMOUD
Date: 24/11/12

2. PLANNING IN NOAH’S ARK PROJECT

3. To create their plan, Noah’s team asked The Four
Critical Strategic Project Questions, and plugged
the answers into the IF & THEN Logic Frame Method.
Question #1: What are we trying to accomplish and why?
Question #2: How will we measure success?
Question #3: What other conditions must exist?
Question #4: How do we get there?
Ref: (2)

4. Strategic Design Plan for Noah’s Ark
The Logical Framework, a dynamic planning matrix
Strategic Project Management Made Simple: Practical Tools for Leaders and
Teams. using If-then logic.
Then IF Then IF
Objective Goal Purpose Outcome
Plan Ensure the long-term Survive the flood. 1. Ark built.
survival of human
and 2. Ark loaded with
animal life on earth. necessary
supplies.
3. Animals and
people
collected and
loaded.

5. STRATEGY IN DESIGN PROCESS

6. AGENDA
 Evolution of Design
 About strategy
 Planning in Design Process
 Management of Design Team
 Product design Specification
 Design Management :Europe Survey
 Conclusion & Recommendation

7. EVOLUTION OF DESIGN
DESIGN AS;
Ref: (7)

8. ABOUT STRATEGY
Strategy is defined as “a Plan, Method, or series of
maneuvers or stratagems for obtaining a specific
Goal or Result”.
The word derives from the Greek Strategos, which
means military Commander or General. as being
“above”, watching the battle from a higher position.
Ref: (9)

9. STRATEGY SHOULD BRING CLARITY TO AN ORGANIZATION
- Product / Service Design: Decide how to create something.
- Design Strategy: Decide what to create, with perspective
beyond the current cycle (e.g.3-5 Years).
- Business Strategy: what a business should do with
perspective beyond the current cycle (e.g.3-5 Years).
Ref: (7)

10. DESIGN AS TACTIC & STRATEGY
Business Goal: the overall Business aim within which you will be
required to develop a strategy.
Strategy: A High level plan of how you are going to approach the
achievement of the GOAL.
Tactics: Specific Methods that you can use to achieve the STRATEGY.
Ref: (7)

11. Strategy is about choice
Which affect the outcomes
Strategy is a long term plan of action
designed to achieve particular Goal
Strategies are used to make the problem easier
to understand and solve.
Ref: (7)

12. PLANNING IN DESIGN PROCESS
Ref: (10)

13. THE THREE-STEP MODEL IS CONCERNED WITH PLANNING THE PLANNING
AND DESIGNING PROCESSES.
Three-step Metaplanning + planning + designing.
Ref: (10)

14. THE 'DOUBLE DIAMOND' DESIGN PROCESS MODEL
Ref: (3)

15. NEW PRODUCT DEVELOPMENT & INTRODUCTION
Ref: (8)

16. VOICE OF CUSTOMER (VOC)
WHAT DO WE NEED TO KNOW ABOUT THE VOC ?
Importance:
Is this issue (VOC) important enough to the customer to be recognized if satisfied better by us
than our competitors?
Satisfaction:
How well does the customer feel our current product satisfies each VOC?
How well does the customer feel ours and our competitors products satisfies each VOC?
By collecting these perceptions from the customers we are able to understand the landscape that
we are trying to influence to achieve the results identified in the project charter
Ref: (5)

17. VOICE OF CUSTOMER (VOC)
Ref: (5)

18. THE DESIGN PROCESS
1. Idea Generation
(Product Design)
2. Feasibility Study
(Performance Specifications)
3. Preliminary Design
(Prototype)
4. Final Design
(Final Design Specifications)
5. Process Planning
(Manufacturing Specifications)

19. MANAGEMENT OF DESIGN TEAM
Designing in Team: Dose Personality Matter?
Design team members have to Deal with dynamics of
teamwork. All in all, this sets a stage in which any
recommendation is welcome that aids in improving
design team composition or design process in order
to advance design team effectiveness.
(Ref:Miranda Peeters , design team & personality)
“Teamwork is so important that it is virtually
impossible for you to reach the heights of your
capabilities or make the money that you want
without becoming very good at it”
(Ref: Brain Tracy)
Ref: (9)

20. TYPE OF DESIGN TEAM WORK STUDIES
Ref: (9)

21. STRUCTURE AND MANAGEMENT OF DESIGN TEAM
BREAKING DOWN BARRIERS

22. DIFFERENCES BETWEEN STRATEGIC DESIGN AND TRADITIONAL DESIGN
STRATEGIC DESIGN TRADITIONAL DESIGN
Design team defines requirements in
Design team receives requirements
partnership with marketing and engineering
Design team develops a strategy that is a sub- Design team has no need to understand firm’s
strategy to the company’s business strategy overall business strategy
Design team is a partner with the marketing Design team is a supplier to marketing
Entire product portfolios are defined at a high Individual products are developed and designed
level within the design strategies. on a one-off basis.
Each design strategy update builds on the
Each design is treated as an individual project
knowledge gained through the ongoing strategic
without a clear process for knowledge transfer.
process.
Ref: (8)

23. PRODUCT DESIGN SPECIFICATION WITH IN DESIGN PROCESS

24. PRODUCT DESIGN SPECIFICATION WITHIN PUGH'S TOTAL DESIGN
Component of Total Design
Ref:(11)

25. THE PDS AS A DYNAMIC, RATHER THAN A STATIC DOCUMENT.
 The PDS is an evolutionary, comprehensive written
document, which must evolved to match the characteristics
of the final product.
 the product must balanced with the PDS.
 Poor PDS leads to poor design that will fail in the market.
 Good PDS does not guarantee good design but make the
goal more attainable.
 PDS set the design in context, which is a comprehensive
set of constrains.
Ref:(11)

26. DESIGN MANAGEMENT EUROPE SURVEY 2009
Level of DM Level 1: Level 2: Level 3: Level 4:
No DM DM as Project DM as Function DM as Culture
Design Company / market Limited plans Plans and Design is part of
planning plans do not and objectives strategic plans;
mention the use of objectives exist exist which set design strategy
design* at the individual direction and and planning are
project level* integrate design dynamic
in processes
various activities that drive the
Business
LEVEL 4
12%
LEVEL 1
27% LEVEL 1
LEVEL 2
LEVEL 3
42%
LEVEL 3
LEVEL 2
19% LEVEL 4

27. ENGINEERING-DRIVEN CULTURE
o rganizational culture seems to be highly
engineering-driven.
This can be perceived throughout all interviews in Europe
Survey 2009 .
For example, one employee answered to a question whether the
organization values design ?
“I don’t think we do, because it’s an
engineer thing, rather than design.”

28. DESIGN MANAGEMENT DESCRIBED BY ITALIAN DESIGNER
ALESSANDRO DESERTI (2011).
Ref: (9)

29. CONCLUDING REMARKS
Design thinking, fortified with appropriate tools, can contribute much more
significantly upstream than downstream in the development process.
Design is now recognized as the upstream resource most likely to keep
organizations competitive under the new economic realities.
Design Strategy contains elements to speed development, add value and
extend product life spans.
If you want Long-term Profits, Don't start with technology start with Design
Management

30. MANAGERIAL RECOMMENDATIONS
I t is recommended, based on this presentation, that companies wishing to succeed
and improve their competitiveness through design should have a design
manager on the strategic level, affecting the strategic level
issues, mission, vision. Furthermore, design should be used holistically, not
only concentrating for example on product design.
Goal
Ref: (9)

31. BIBLIOGRAPHY
 http://moodle.bcu.ac.uk/tee/mod/resource/view.php?id=46039
 http://qfdcapture.com/ProductPlanningAndDevelopment.pdf
 http://www.slideshare.net/Anton_B/design-strategy-1144691
 http://www.id.iit.edu/media/cms_page_media/54/Owen_santiago98.pdf
 http://www.brandchannel.com/brand_speak.asp?bs_id=84
 http://www.joemiska.com/About%20Strategic%20Design%20Management.html
 http://fdma.fi/wp-content/uploads/2012/06/IDBM_book_vol2.pdf#page=76
 http://www.me.uprm.edu/inme_CIC/IMPROVEMENT%20NEW/ContinuousImprovementCenter/Design%20Methodology.pdf

32. REFERENCES
Number Source
http://www.slideshare.net/sniukas/what-is-strategy-1687829
1
http://www.managementpro.com/styles/pdfs/noahs-ark-2010.pdf
2
http://www.designcouncil.org.uk/designprocess
3
http://moodle.bcu.ac.uk/tee/mod/resource/view.php?id=46039
4
http://qfdcapture.com/ProductPlanningAndDevelopment.pdf
5
http://www.ruadesign.org/productdesignCh5.html
6
http://www.slideshare.net/Anton_B/design-strategy-1144691
7
http://www.joemiska.com/About%20Strategic%20Design%20Management.html
8
http://fdma.fi/wp-content/uploads/2012/06/IDBM_book_vol2.pdf#page=76
9
10 http://www.id.iit.edu/media/cms_page_media/54/Owen_santiago98.pdf
http://www.me.uprm.edu/inme_CIC/IMPROVEMENT%20NEW/ContinuousImprovementCenter/Design%20Methodology.pdf
11