Webinar: Design Management at Macromedia University, Campus Munich Design Management has become a central focus in today’s organizations, because incorporating effective innovation processes in order to be able to create successful new products and services, as well as better productivity and performance has increased the likelihood of a business succeeding in a global and highly competitive environment. Design-driven innovation processes are based on a profound understanding of customers’ or users’ needs, wants and aspirations – found in the human-centred Design Thinking methodology. This approach can not only support the development of successful new products and services, but supports empowerment of employees to think innovatively through all levels in an organisation, drive inspirational leadership and support change in an age of digital transformation and complex problems. Design Management is divided in three major levels of activities: 1. The operational level: The management of individual design projects and design teams. 2. The tactical level: The management and organisation of design resources and design processes. 3. The strategic level: The management of the creation of strategic long-term design vision and defining the role of design within the company. Career prospects range from senior designer, innovation team leader, innovation manager, design director to chief design officer (CDO) or chief creative officer (CCO). Prof. Oliver Szasz (Vice Head Graduate School Munich) is responsible for the Design Management master’s degree program at Macromedia University Campus Munich and provides answers to the following questions: 1. What is Design Management? 2. Why is Design Management so relevant today? 3. Why is design involved in innovation? 4. How to design innovation? 5. Why studying at Macromedia University? The Design Management master’s degree program invites students from various academic and professional fields who wish to comprehensively understand innovation processes in order to lead innovation teams worldwide, whether you are a designer, manager, sociologist, engineer, architect or an entrepreneur. Study at Germany’s leading private university for media and communication. Learn in an international university environment in small multi-disciplinary teams. Think about working and living in Munich? Many international students remain in Munich after their studies to enjoy staying in Germany’s city with the highest quality of live and to establish a future in Bavaria, Germany’s largest federal state with the strongest economy. For further information visit the Macromedia University: http://www.mhmk-international.org/graduate-programs/ma-in-media-and-design.html Or contact directly: Mrs. Silvia Muller from the international student advisory team in Munich E-mail: international@macromedia.de. Phone: +49.(0)89.544 151-591

1. M.A. Design Management
at Macromedia University
Campus Munich
Prof. Oliver Szasz
o.szasz@macromedia.de
© 2015 Oliver Szasz

2. © 2015 Oliver Szasz
Content: 1. What is Design Management?

3. © 2015 Oliver Szasz
Content: 1. What is Design Management?
2. Why is Design Management so relevant today?

4. © 2015 Oliver Szasz
Content: 1. What is Design Management?
2. Why is Design Management so relevant today?
3. Why is design involved in innovation?

5. © 2015 Oliver Szasz
Content: 1. What is Design Management?
2. Why is Design Management so relevant today?
3. Why is design involved in innovation?
4. How to design innovation?

6. © 2015 Oliver Szasz
Content: 1. What is Design Management?
2. Why is Design Management so relevant today?
3. Why is design involved in innovation?
4. How to design innovation?
5. Why studying at Macromedia University?

7. © 2015 Oliver Szasz
1. What is Design
Management?

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Design Management

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Design Management
Operational Level

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Design Management
Operational Level Tactical Level

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Design Management
Operational Level Strategic LevelTactical Level

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Design Management
Management of individual
design projects and
design teams
Operational Level Strategic LevelTactical Level
Career Prospects:
Senior Designer
Team Leader
Visual Communication Manager
Corporate Design Coordinator

13. © 2015 Oliver Szasz
Design Management
Management of individual
design projects and
design teams
Operational Level Strategic LevelTactical Level
Management and organisation
of design resources and
design processes
Career Prospects:
Senior Designer
Team Leader
Visual Communication Manager
Corporate Design Coordinator
Career Prospects:
Design Director
Design & Innovation Manager
Brand Design Manager
New Product Development Manager

14. © 2015 Oliver Szasz
Design Management
Management of individual
design projects and
design teams
Management of the creation
of strategic long-term design
vision and defining the role of
design within the company
Operational Level Strategic LevelTactical Level
Management and organisation
of design resources and
design processes
Career Prospects:
Senior Designer
Team Leader
Visual Communication Manager
Corporate Design Coordinator
Career Prospects:
Design Director
Design & Innovation Manager
Brand Design Manager
New Product Development Manager
Career Prospects:
Strategic Design Manager
Chief Design Officer
Chief Creative Officer
Innovation Design Director

15. © 2015 Oliver Szasz
Design Management at Macromedia University
Master Thesis

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Design Management at Macromedia University
Design Research Methods & Examples of Interdisciplinary Practice
Design Methods e.g. Design Thinking, Design Models & Theory
Design of Linear Models & Interactive Design
User Experience Design & Design Systems

17. © 2015 Oliver Szasz
Design Management at Macromedia University
Management Theory & Corporate Governance, Ethics
Media Economics & Media Law
Project Management & Project Controlling
Human Resource Management, Leadership & Self-Management
Design Research Methods & Examples of Interdisciplinary Practice
Design Methods e.g. Design Thinking, Design Models & Theory
Design of Linear Models & Interactive Design
User Experience Design & Design Systems
+

18. © 2015 Oliver Szasz
Design Management at Macromedia University
Management Theory & Corporate Governance, Ethics
Media Economics & Media Law
Project Management & Project Controlling
Human Resource Management, Leadership & Self-Management
Design Research Methods & Examples of Interdisciplinary Practice
Design Methods e.g. Design Thinking, Design Models & Theory
Design of Linear Models & Interactive Design
User Experience Design & Design Systems
+
Client projects with diverse partners

19. © 2015 Oliver Szasz
Design Management at Macromedia University
Management Theory & Corporate Governance, Ethics
Media Economics & Media Law
Project Management & Project Controlling
Human Resource Management, Leadership & Self-Management
Design Research Methods & Examples of Interdisciplinary Practice
Design Methods e.g. Design Thinking, Design Models & Theory
Design of Linear Models & Interactive Design
User Experience Design & Design Systems
+
Master Thesis
Client projects with diverse partners

20. © 2015 Oliver Szasz
2. Why is Design
Management so
relevant today?

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?

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Climate Change

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Sustainability

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Demographic Change

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Global Connectivity

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Digitalisation Transformation
+ Big Data

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Technological Innovation

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Digital Natives

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Innovation
Waves
1st Wave:
Water &Steam
Power
2nd Wave:
Railways
3rd Wave:
Electrification
4th Wave:
Mass
Production
5th Wave:
Information &
Communication
6th Wave:
Resource Efficiency
Digitalisation &
Human-centeredness
1780
Innovation
1840 1900 1950 1990 2020
Source: Freeman, C., Louçã F. (2002). As Time Goes By: From the Industrial Revolutions to the Information Revolution. Oxford: Oxford University Press.
Textiles
Cotton, Iron,
Coal, Canals
Railways,
Steam Ships
Telegraph
Electricity, Chemicals,
Internal Combustion Engine,
Telephone
Petrochemicals,
Electronics,
Aviation,
Space
Biotechnology,
Information technology,
Digital Networks
3D Bioprinting,
Carbon-neutral Fuels,
Increased Competition
in Innovation Leadership,
Establishment of
Innovation Hubs

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Growing Complexity Creates
„Wicked“ Problems

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Simple:
• easy to solve
• clear problem
• clear solution
• predictable
• obvious

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Simple:
• easy to solve
• clear problem
• clear solution
• predictable
• obvious
Complex:
• resists solving
• not clear, but definable
• multiple, but familiar
elements
• standard processes

33. © 2015 Oliver Szasz
Simple:
• easy to solve
• clear problem
• clear solution
• predictable
• obvious
Complex:
• resists solving
• not clear, but definable
• multiple, but familiar
elements
Wicked:
• highly difficult to define
• a multitude of shifting,
non-familiar elements
• unprecedented
• many stakeholders with
conflicting perspectives

34. © 2015 Oliver Szasz
3. Why is design
involved in innovation?

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”The wicked nature of strategic problems calls for
elements of both our scientific and artistic methods...”
(Jeanne Liedtka)
Left-Brain Thinking Right-Brain Thinking

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Buchanan‘s Orders of Design
systemserviceartefactcommunication
LEVEL OF COMPLEXITY
HIGHLOW
Graphic Industrial Interaction Systems
Signs, Symbols, Print Products Services, Experiences,
Interfaces, Information
Businesses, Organizations,
Education, Government
Source: Richard Buchanan, 4 Orders of Design

38. © 2015 Oliver Szasz
Source: Design as a driver of user-centered innovation, Commission Staff working paper, European Commission, 2011
”The potential of design lies
partly in its broad nature,
allowing a wide range of
considerations to be taken into
account in the development of
products, services and systems...
... and in its bridging capacity,
connecting technology with
the user, engineering with the
commercial, and transforming
creativity into innovation.”

39. © 2015 Oliver Szasz
Design Thinking?

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Design Thinking is a human-centred
approach which makes design
methods and techniques usable
for innovation processes –

41. © 2015 Oliver Szasz
Design Thinking is a human-centred
approach which makes design
methods and techniques usable
for innovation processes –
– also for non-designers.

42. © 2015 Oliver Szasz
empathize - define - ideate - prototype - test
Design Thinking Methodology:
A structured, iterative
Innovation Process.
Source: Ideo

43. © 2015 Oliver Szasz
Innovation
„Sweet Spot“ People
desirable
Technical
feasible
Business
viable
Source: David Kelly, IDEO

44. © 2015 Oliver Szasz
Design
Management:
A Human-Centred
Approach
People
desirable
Technical
feasible
Business
viable
Source: David Kelly, IDEO

45. © 2015 Oliver Szasz
4. How to design
innovation?

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In Class...

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Empathize

48. Project: Münchner Kammerspiele
Task: The Theatre Wants to Attract a Younger Audience
© 2015 Oliver Szasz

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Define

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Ideate

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Prototype

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Project: PTPT
Task: How can design research help to
create an intelligent companion, where
each app would share knowledge with
the other app.

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Present
Project: BGN
Task: How can
design help to
create awareness
for skin care
and to change
behaviour
sustainably?

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Success!

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5. Why studying at
Macromedia University?

72. © 2015 Oliver Szasz
Macromedia: Germany‘s leading private
university for media and communication

73. Macromedia University receives
outstanding position at CHE Ranking
(The CHE University ranking is the most comprehensive and
detailed ranking of German higher education institutions.
© 2015 Oliver Szasz

74. © 2015 Oliver Szasz
Teaching principles
1. Linking theoretical frames
with practice
2. Close collaboration with
leading companies
3. Individual support for
each student
4. International reach

75. © 2015 Oliver Szasz
5. Why studying
Design Management at
Campus Munich?

76. © 2015 Oliver Szasz
Munich is Germany‘s most
inventive city
(#10 in the world ranking)

77. Great geographical location –
Close to Austria, Swizzerland,
Italy, France, Czech Republic
© 2015 Oliver Szasz

78. © 2015 Oliver Szasz
Munich Germany‘s city with
the highest quality of life
(#8 in the world ranking).

79. Unique outdoor activities
© 2015 Oliver Szasz

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Diverse cultural activities

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Germany is No 1 in internationalisation of
Education rankings (British Council 2011)
Well balanced policy framework and best
in the access and equity category

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Germany has the world’s fourth
largest economy with a very low
unemployment rate

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Bavaria (Munich) has the strongest economy
in Germany and more than 25% of
international students remain in Munich
after their studies.

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International design firms and entrepreneurship
accelerator programs in Munich.
Konstantin Grcic

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Project Partners

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Entrepreneurship Initiative:
Incubator Startup Program
at Munich Campus

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Conferences

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User Experience Hackathon 2015
in Munich

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Thank you for your attention! Prof. Oliver Szasz
o.szasz@macromedia.de

90. For further information please contact the International Student
Advisor Munich: Mrs. Silvia Muller
E-Mail: international@macromedia.de
Phone: +49.(0)89.544 151-591
© 2015 Oliver Szasz