MAEER’s MIT Institute of Design.

Design
Management

Master Class
Session
What I am sharing:

What is Design Management’s definition?

Why is Design Management critical?

Three Stages of Design Management?

Who I am:
What is
Design Management’s
definition?
MAEER’s MIT Institute of Design.
 471 Crores

MAEER’s MIT Institute of Design.

There is NO single, universally
agreed definition of the term
‘Design Management.’
- The critical aspects of managing design
are about understanding an organization’s
strategic goals and how design can play a
part in fulfilling them.

- Efficiently putting in place the ways and

means, the tools and methods, the teams,
and planning requirements to accomplish
these goals.
As a job description: the design manager has the job role of
managing design. However, this designation could change from
firm to firm:

A person responsible for managing design might be called.

Brand manager
Project manager
Client-account handler
Account director
Design consultant
Advertising planner
Why is Design
Management important?
In the current market environment, the
economic importance of design, and its use
as a communication and strategic business
tool, has strengthened the status of design
management.
In the current market environment, the
economic importance of design, and its use
as a communication and strategic business
tool, has strengthened the status of design
management.
In the current market environment, the
economic importance of design, and its use
as a communication and strategic business
tool, has strengthened the status of design
management.
In the broader context, there is an ongoing shift:
In the broader context, there is an ongoing shift:

Industrial economies
In the broader context, there is an ongoing shift:

Industrial economies Knowledge economies

In the broader context, there is an ongoing shift:

Industrial economies Knowledge economies

Manufacturing-based processes Information-based processes

In the broader context, there is an ongoing shift:

Industrial economies Knowledge economies

Manufacturing-based processes Information-based processes

National trade agreements International trade agreements

In the broader context, there is an ongoing shift:

Industrial economies Knowledge economies

Manufacturing-based processes Information-based processes

National trade agreements International trade agreements

Today, the practice of design management is evident
across various disciplines:

Product Design
Fashion
Architecture
Media
Entertainment
Ad/branding
Software
Games Design

In addition:
Business
Engineering
Technology
Today, the practice of design management is evident
across various disciplines:

Product Design
Fashion
Architecture
Media
Entertainment
Ad/branding
Software
Games Design

In addition:
Business
Engineering
Technology
Today, the practice of design management is evident
across various disciplines:

Product Design
Fashion
Architecture
Media
Entertainment
Ad/branding
Software
Games Design

In addition:
Business
Engineering
Technology
Three Stages of Design
Management?
Stage 1: Managing the Design Strategy
Design at the level of
strategy
Stage 1: Managing the Design Strategy
Design at the level of
strategy

Stage 2: Managing the Design Process

Design at the level of
tactics, systems and
processes
 Stage 1: Managing the Design Strategy
Design at the level of
strategy

Stage 2: Managing the Design Process

Design at the level of
tactics, systems and
processes

Stage 3: Managing the Design Implementation

Design at the level of

operations, tangibles
and touch
 Stage 1: Managing the Design Strategy
Design at the level of
strategy

Stage 2: Managing the Design Process

Design at the level of
tactics, systems and
processes

Stage 3: Managing the Design Implementation

Design at the level of

operations, tangibles
and touch
Stage 1: Managing the Design Strategy
 Stage 1: Managing the Design Strategy
Identifying
Opportunities for
Design
 Stage 1: Managing the Design Strategy
Identifying Understanding
Opportunities for the Audience and
Design Market
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client
Opportunities for the Audience and and Customer
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of
Opportunities for the Audience and and Customer Design
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to
Business/design
Strategy
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design
Business/design Brand Through Projects
Strategy Design
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design
Business/design Brand Through Projects Methods Processes
Strategy Design
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

KEY SKILLS: - Managing Creative Teams

- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

KEY SKILLS: - Managing Creative Teams

- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication

Stage 3: Managing the Design Implementation

 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

KEY SKILLS: - Managing Creative Teams

- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication

Stage 3: Managing the Design Implementation

The Project
Management
Process
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

KEY SKILLS: - Managing Creative Teams

- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication

Stage 3: Managing the Design Implementation

The Project Project Social and
Management Management in Environmental
Process Practice Responsibilities
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

KEY SKILLS: - Managing Creative Teams

- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication

Stage 3: Managing the Design Implementation

The Project Project Social and Design Policies, Measuring the Reviewing and
Management Management in Environmental Procedures, and Success of Design Revising the
Process Practice Responsibilities Guidelines Design Strategy
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

KEY SKILLS: - Managing Creative Teams

- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication

Stage 3: Managing the Design Implementation

The Project Project Social and Design Policies, Measuring the Reviewing and
Management Management in Environmental Procedures, and Success of Design Revising the
Process Practice Responsibilities Guidelines Design Strategy

KEY SKILLS: - Management and Leadership

- Leading and Advocating Design
- Soft skills and people management skills
- Spoken and Written Communication
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

KEY SKILLS: - Managing Creative Teams

- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication

Stage 3: Managing the Design Implementation

The Project Project Social and Design Policies, Measuring the Reviewing and
Management Management in Environmental Procedures, and Success of Design Revising the
Process Practice Responsibilities Guidelines Design Strategy

KEY SKILLS: - Management and Leadership

- Leading and Advocating Design
- Soft skills and people management skills
- Spoken and Written Communication
Stage 1:
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

Stage 1: At this stage, design management engages

Design-thinking in the (organizational) strategy.
Further, it identifies design opportunities and its
customers and looks at how design contributes to the
business.
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

The design manager

will require a solid
entrepreneurial mindset
in order to successfully
sell the design strategy.
Stage 2:
 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

Stage2: This is where design projects are developed.

The main focus is placed on demonstrating how
strategy can be made visible/tangible through design.

At this stage, design management explores how

design can be used to craft the presence of a brand/
organization.
 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design
 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

Design methods help build trust in the client and

design team relationship because they allow
members of both parties to explore the challenges
presented by a project In an engaging way.

Design methods are also used to define

- What it is the design team needs to do?
- What processes do they need to use?
- What are the expected outcomes?
 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

Word+Visual Neuro Mapping Tool:

 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

Word+Visual Neuro Mapping Tool:

 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

Design is a meticulous, cyclical process of inquiry

and creativity. Design processes comprise a set of
methods that are put together to suit the type of
each design project.
 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design
 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design
 Stage 2: Managing the Design Process
Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design
Stage 3:
 Stage 3: Managing the Design Implementation
The Project Project Social and Design Policies, Measuring the Reviewing and
Management Management in Environmental Procedures, and Success of Design Revising the
Process Practice Responsibilities Guidelines Design Strategy

How to translate design strategies and processes

into a finished result. This involves preparation
and coordinating the people, stakeholders, and
resources necessary to get the project built on time
and within budget.
 Stage 3: Managing the Design Implementation
The Project Project Social and Design Policies, Measuring the Reviewing and
Management Management in Environmental Procedures, and Success of Design Revising the
Process Practice Responsibilities Guidelines Design Strategy
 Stage 3: Managing the Design Implementation
The Project Project Social and Design Policies, Measuring the Reviewing and
Management Management in Environmental Procedures, and Success of Design Revising the
Process Practice Responsibilities Guidelines Design Strategy
 Stage 3: Managing the Design Implementation
The Project Project Social and Design Policies, Measuring the Reviewing and
Management Management in Environmental Procedures, and Success of Design Revising the
Process Practice Responsibilities Guidelines Implementation Design Strategy
 Stage 1: Managing the Design Strategy
Identifying Understanding Interpreting Client Auditing the Use of Establishing the Selling the Design
Opportunities for the Audience and and Customer Design Design Strategy Strategy
Design Market Needs

KEY SKILLS: - Managing Client Relations

- Guiding Design Decisions
- Developing Good Working Relationships
- Verbal Communication

Stage 2: Managing the Design Process

Giving Form to Expressing the Initiating Design Design Design Competitive
Business/design Brand Through Projects Methods Processes Advantage
Strategy Design Through Design

KEY SKILLS: - Managing Creative Teams

- Facilitating the Design Process
- Developing Collaborative Cultures
- Visual Communication

Stage 3: Managing the Design Implementation

The Project Project Social and Design Policies, Measuring the Reviewing and
Management Management in Environmental Procedures, and Success of Design Revising the
Process Practice Responsibilities Guidelines Design Strategy

KEY SKILLS: - Management and Leadership

- Leading and Advocating Design
- Soft skills and people management skills
- Spoken and Written Communication
Thank you