DESIGN MANAGEMENT BY

DILSHAD MAHMOUDDate: 24/11/12

PLANNING IN NOAH’S ARK PROJECT

To create their plan, Noah’s team asked The Four Critical Strategic Project Questions, and plugged the answers into the IF & THEN Logic Frame Method.

Question #1: What are we trying to accomplish and why?

Question #2: How will we measure success?

Question #3: What other conditions must exist?

Question #4: How do we get there?

Ref: (2)

Strategic Design Plan for Noah’s ArkThe Logical Framework, a dynamic planning matrix Strategic Project Management Made Simple: Practical Tools for Leaders and Teams. using If-then logic.

Objective

Goal Purpose Outcome

Plan Ensure the long-termsurvival of human andanimal life on earth.

Survive the flood. 1. Ark built.

2. Ark loaded with necessarysupplies.

3. Animals and peoplecollected and loaded.

IFThenIFThen

STRATEGY IN DESIGN PROCESS

AGENDA

Evolution of DesignAbout strategyPlanning in Design ProcessManagement of Design Team Product design SpecificationDesign Management :Europe SurveyConclusion & Recommendation

EVOLUTION OF DESIGN

DESIGN AS;

Ref: (7)

ABOUT STRATEGY

Strategy is defined as “a Plan, Method, or series of maneuvers or stratagems for obtaining a specific Goal or Result”.

The word derives from the Greek Strategos, which means military Commander or General. as being “above”, watching the battle from a higher position.

Ref: (9)

STRATEGY SHOULD BRING CLARITY TO AN ORGANIZATION

- Product / Service Design: Decide how to create something.

- Design Strategy: Decide what to create, with

perspective beyond the current cycle (e.g.3-5 Years).

- Business Strategy: what a business should do with perspective beyond the current cycle (e.g.3-5 Years).

Ref: (7)

DESIGN AS TACTIC & STRATEGY

Business Goal: the overall Business aim within which you will be required to develop a strategy.

Strategy: A High level plan of how you are going to approach the achievement of the GOAL.

Tactics: Specific Methods that you can use to achieve the STRATEGY.Ref: (7)

Strategy is about choice Which affect the outcomes

Strategy is a long term plan of action designed to achieve particular

Goal

Strategies are used to make the problem easier

to understand and solve.

Ref: (7)

PLANNING IN DESIGN PROCESS

Ref: (10)

THE THREE-STEP MODEL IS CONCERNED WITH PLANNING THE PLANNING AND DESIGNING PROCESSES.

Three-step Metaplanning + planning + designing.Ref:

(10)

THE 'DOUBLE DIAMOND' DESIGN PROCESS MODEL

Ref: (3)

NEW PRODUCT DEVELOPMENT & INTRODUCTION

Ref: (8)

VOICE OF CUSTOMER (VOC) WHAT DO WE NEED TO KNOW ABOUT THE VOC ?

Importance:

Is this issue (VOC) important enough to the customer to be recognized if satisfied better by us than our competitors?

Satisfaction:

How well does the customer feel our current product satisfies each VOC?

How well does the customer feel ours and our competitors products satisfies each VOC?

By collecting these perceptions from the customers we are able to understand the landscape that we are trying to influence to achieve the results identified in the project charter

Ref: (5)

VOICE OF CUSTOMER (VOC)

Ref: (5)

THE DESIGN PROCESS

1. Idea Generation(Product Design)

2. Feasibility Study(Performance Specifications)

3. Preliminary Design(Prototype)

4. Final Design(Final Design Specifications)

5. Process Planning(Manufacturing Specifications)

MANAGEMENT OF DESIGN TEAM

Designing in Team: Dose Personality Matter?

Design team members have to Deal with dynamics of teamwork. All in all, this sets a stage in which any recommendation is welcome that aids in improving design team composition or design process in order to advance design team effectiveness.

(Ref:Miranda Peeters , design team & personality)

“Teamwork is so important that it is virtually impossible for you to reach the heights of your capabilities or make the money that you want without becoming very good at it”

(Ref: Brain Tracy)

Ref: (9)

TYPE OF DESIGN TEAM WORK STUDIES

Ref: (9)

STRUCTURE AND MANAGEMENT OF DESIGN TEAMBREAKING DOWN BARRIERS

DIFFERENCES BETWEEN STRATEGIC DESIGN AND TRADITIONAL DESIGN

STRATEGIC DESIGN TRADITIONAL DESIGN

Design team defines requirements in partnership with marketing and engineering

Design team receives requirements

Design team develops a strategy that is a sub-strategy to the company’s business strategy

Design team has no need to understand firm’s overall business strategy

Design team is a partner with the marketing

Design team is a supplier to marketing

Entire product portfolios are defined at a high level within the design strategies.

Individual products are developed and designed on a one-off basis.

Each design strategy update builds on the knowledge gained through the ongoing strategic process.

Each design is treated as an individual project without a clear process for knowledge transfer.

Ref: (8)

PRODUCT DESIGN SPECIFICATION WITH IN DESIGN PROCESS

PRODUCT DESIGN SPECIFICATION WITHIN PUGH'S TOTAL DESIGN

Component of Total Design

Ref:(11)

THE PDS AS A DYNAMIC, RATHER THAN A STATIC DOCUMENT.

The PDS is an evolutionary, comprehensive written document, which must evolved to match the characteristics of the final product.

the product must balanced with the PDS. Poor PDS leads to poor design that will fail in the

market. Good PDS does not guarantee good design but make

the goal more attainable. PDS set the design in context, which is a

comprehensive set of constrains.

Ref:(11)

DESIGN MANAGEMENT EUROPE SURVEY 2009Level of DM

Level 1:No DM

Level 2:DM as Project

Level 3:DM as Function

Level 4:DM as Culture

Designplanning

Company / marketplans do notmention the use ofdesign*

Limited plans andobjectives existat the individualproject level*

Plans andobjectivesexist which setdirection andintegrate design invarious activities

Design is part ofstrategic plans;design strategyand planning aredynamic processesthat drive theBusiness

LEVEL 1LEVEL 2LEVEL 3LEVEL 4

LEVEL 1 27%

LEVEL 4 12%

LEVEL 3 42%

LEVEL 2 19%

ENGINEERING-DRIVEN CULTURE

organizational culture seems to be highly

engineering-driven. This can be perceived throughout all interviews in Europe

Survey 2009 . For example, one employee answered to a question

whether the organization values design?

“I don’t think we do, because it’s an

engineer thing, rather than design.”

DESIGN MANAGEMENT DESCRIBED BY ITALIAN DESIGNER ALESSANDRO DESERTI (2011).

Ref: (9)

CONCLUDING REMARKS

Design thinking, fortified with appropriate tools, can contribute

much more significantly upstream than downstream in the development process.

Design is now recognized as the upstream resource most likely to

keep organizations competitive under the new economic realities.

Design Strategy contains elements to speed development, add

value and extend product life spans.

If you want Long-term Profits, Don't start with technology start with Design Management

MANAGERIAL RECOMMENDATIONS

It is recommended, based on this presentation, that companies wishing

to succeed and improve their competitiveness through design should have a design manager on the strategic level, affecting the strategic level issues, mission, vision. Furthermore, design should be used holistically, not only concentrating for example on product design.

Goal

Ref: (9)

BIBLIOGRAPHY

http://moodle.bcu.ac.uk/tee/mod/resource/view.php?id=46039 http://qfdcapture.com/ProductPlanningAndDevelopment.pdf http://www.slideshare.net/Anton_B/design-strategy-1144691 http://www.id.iit.edu/media/cms_page_media/54/Owen_santiago98.pdf http://www.brandchannel.com/brand_speak.asp?bs_id=84 http://www.joemiska.com/About%20Strategic%20Design%20Management.ht

ml http://fdma.fi/wp-content/uploads/2012/06/IDBM_book_vol2.pdf#page=76 http://www.me.uprm.edu/inme_CIC/IMPROVEMENT%20NEW/ContinuousImprovementCenter/Design%20Methodology.pdf

REFERENCESNumber

Source

1 http://www.slideshare.net/sniukas/what-is-strategy-1687829

2 http://www.managementpro.com/styles/pdfs/noahs-ark-2010.pdf

3 http://www.designcouncil.org.uk/designprocess

4 http://moodle.bcu.ac.uk/tee/mod/resource/view.php?id=46039

5 http://qfdcapture.com/ProductPlanningAndDevelopment.pdf

6 http://www.ruadesign.org/productdesignCh5.html

7 http://www.slideshare.net/Anton_B/design-strategy-1144691

8 http://www.joemiska.com/About%20Strategic%20Design%20Management.html

9 http://fdma.fi/wp-content/uploads/2012/06/IDBM_book_vol2.pdf#page=76

10 http://www.id.iit.edu/media/cms_page_media/54/Owen_santiago98.pdf

11 http://www.me.uprm.edu/inme_CIC/IMPROVEMENT%20NEW/ContinuousImprovementCenter/Design%20Methodology.pdf

Any Question