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FREQUENTLY ASKED QUESTIONS ABOUT DESIGN MANAGEMENT
What is Design Management?
To put it simply Design Management is the application of the ‘design process’ to business and institutional procedures in order to recognise and take advantage of an opportunity, solve a problem or satisfy a user-need.
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"The Design Council of the UK conducted research in 2005, which proved that businesses which use design perform better than their rivals" |
So what is design process?
The design process is the process designers go through in order to find a solution to the task they have been given. They follow certain procedures and use their analytical and creative abilities to arrive at solutions. The process has different phases each of which asks different questions and requires different things to be accomplished. By following the process designers methodically reduce and refine infinite possibilities until they arrive at the best achievable solution.
Is Design Management important?
Most definitely! The world’s leading businesses use Design Management to ensure they stay competitive and innovative. Without it their working methods, processes and procedures would be less efficient and more costly and their products and services less attractive to the consumer. Really, in the ultra competitive and globalised world of the 21st century it is vital.
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"On average, design-led companies increase thier market share by 6.3% through using design" |
Is Design Management relevant to non-design sector companies?
It certainly is, when I tell you that Microsoft, Sony, Starbucks, Samsung, Yahoo, Virgin Atlantic Airways and Disney all use Design Management it becomes clear that companies in many different sectors take advantage of it. |
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How can Design Management be useful in a company where no product is designed or made?
Remember Design Management uses the design process. This can be applied to any problem, so it can be used to improve customer satisfaction, help to deliver a faster, better service or develop communications for example. Design Management is an analytical and creative tool that can be used in virtually any circumstance.
When did Design Management start and why have I not heard about it before?
Well, its origins really go back to the early 20th century in Germany and Italy, but as an established discipline it started in the 1970s in the UK and USA before quickly spreading to Europe and Japan. It’s really only just beginning here, so that’s why it’s not well known yet, but, believe me, it’s going to be.
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"Every $100 a design aware company spends on design increases turnover by $225" |
Is Design Management just another fashion that will soon fade?
Absolutely not! It’s an essential tool for any forward-looking organisation. Design Management is delivering remarkable and measurable results and rather than being a short-lived trend it’s becoming ever more crucial. Indeed, in the not too distant future companies, institutions and even governments that fail to understand the significance of Design Management will be seriously disadvantaged.
Does Design Management have advantages compared to conventional business management?
Well, conventional business management is predicated upon models and procedures, which have been proven to work and are considered effective through experience. Management systems are put in place on the basis of this approach and managers are taught to follow them. The systems themselves are fairly rigid and changing them quickly enough when new circumstances arrive is difficult. Because of this it often takes many years of work experience before conventional business managers develop the insight necessary to adapt to new situations and conditions. Design Management works in a completely different way. It continually re-evaluates and adjusts to new conditions. It takes into account a vast array of possibilities and it uses an analytical and creative approach to solve problems or recognise opportunities. Because of this Design Management stays at the forefront of progress and Design Management graduates are able to negotiate changing environments and situations from day one.
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As Design Management is a relatively recent phenomenon is there enough evidence to show it really works?
No question! The Design Management Institute of the US and the UK’s Design Council and Chartered Society of Designers have all conducted extensive research over many years and their findings are unequivocal- Design Management impacts positively on virtually every measure of business performance.
Will local employers value Design Management?
They can’t afford not to. As I said before any organisation that fails to value the importance of Design Management will be at a competitive disadvantage. Every employer wants his or her business to thrive and grow and Design Management is a powerful tool in making this happen.
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"84% of rapidly growing businesses believe that
design has been crucial in helping them maintain
competitive edge" |
If I want to study Design Management do I have to be good at drawing?
No it’s not necessary to be good at drawing. Drawing is a useful way of making your ideas visible, but you don’t need to produce wonderful finished drawings. Most people can make little sketches and these are all that is necessary. Actually, it’s a common misconception that you need to be ‘artistic’ or be an arts stream pupil. Design Management is suitable for people from a wide range of backgrounds. It’s about thinking it’s not about producing works of art.
Where can I study Design Management?
Well, there are numerous colleges in the UK, USA, Canada and Australia, but if you want to study here in Malaysia only one college offers a Design Management course- PJCAD. |
"Prospects for graduates are excellent. Businesses of all kinds need thier unique mix of creative
and
managerial skills".
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