Strategic Design Language Industrial Design 2014, Georgia Institute of Technology
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@florianvollmer
Strategic
Design
Language
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Service Design &
Organizational
Activation
People Systems
Storytelling
Brand Semantics Persuasion Business
Stakeholders Motivation Prototyping Ecosystems
Organization
Design
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Language
Strategy
Global
System of Systems
System
Intervention
Humanity
Group
Individual
Experience
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Design
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Language
Strategy
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Design, Business, Brand
Goal Setting
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Time
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Business Objectives
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Systems
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Innovation
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Managing & Planning for Complexity
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Design, Business, Brand
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Language
Strategy
Design
design
is to design
the design
of a design (John Heskett)
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quality as a commodity ... enabling design
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design as a commodity ... are we there?
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Insights, Objectives, Collaboration
Empathy and Understanding
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Needs and Constraints
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Contexts and Systems
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Facilitation
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Mapping
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Visual Storytelling
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Insights, Objectives, Collaboration
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Strategy
Design Language
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Process, Strategy, Communication
Identity
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Spaces
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Collaboration
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Value
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Integration
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Futures
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Management: “the act of getting people together to accomplish the desired goals”
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Manufacturing
Distribution
Information
Customer (Kerri Bodine, Forrester )
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Sustainability Urbanization New Leadership Styles Distributed Manufacturing Off-/ On-shoring Cyclical Foe: Reactive Behavior
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External Factors
simple | memorable | universal
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i.e. Marketing
integration | repeatability | forecast-ability accessibility | share-ability | simplification
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Process, Strategy, Communication
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Strategy
Design Language
“The management of design as a source of
corporate and customer value in an organization”
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Internal & External Teams and Processes
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Marketing > Design
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Design > Marketing
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A Culture of Design
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Brand Management
Sales Management
Marketing Management and
Research
Design
Development
IT
HR
Operations
CEO (from Making Meaning) © Florian Vollmer,
Stak
ehol
ders
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What if?
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Solution = Long-Term
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Corporate Identity
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1/7
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SolutionProblem
Design-Driven Business: Focus on the invidual, sustainable
practices, answering needs, connecting systems, transparency
Insight
Innovation
Inspiration
Investigation
Interpretation
Investment
Inspiration
Integration (from DMI 2010)
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e of
Des
ign
Traditional Media
Social Media
mCommerce eCommerce
Customer Environment
Product Presentation
Sales Engagement Ownership
Experience
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Strategic Design
Language
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Insights,
Objectives,
Collaboration –
People
Process, Strategy –
Innovation
Design,
Business,
Brand –
Identity
Communication –
Innovation