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