DESIGN MANAGEMENT

Definition
• Business side of design, integration
of design into management or vice versa.
• A comprehensive activity on all levels of
business performance that effect design.
Design management encompasses:
• Product
(e.g. industrial design, packaging design, service design)
• Information
(e.g. graphic design, brand, media design, web design)
• Environment
(e.g. retail design, exhibition design, interior design)
• Seeks to link design, innovation, technology,
management and customers.
• Provide competitive advantage across the
triple bottom line factors: 
- economic
- social/cultural
- environmental
 Design management hierarchy
• Applied in a company correlates often with
importance and integration of design.
• Depends on industry type, size, ownership for
design and competitive competence.
 Types of Design Management
Operational D.M Tactical D.M Strategic D.M

- individual design - organization of design -creation of the strategic,

projects / design team resources /processes long-term vision &
planning for design
-achieve the objectives -create a structure for
set  design/bridging the gap -deals with defining the
role of design
between objectives
-manage the judgement -deals with defining the
of design proposals -activities through a role of design
central body
-help to build brand -creating a relationship
equity -deals with defining between the design and
activities, developing corporate strategy
design skills and
competencies
 The function of D.M
Design management in an organization
depends on its tasks, authority and practice
• not a standard model that can be projected
onto every enterprise, nor is there a specific
way of applying it 
• carried out by humans with different
responsibilities and backgrounds, who work in
different industries and enterprises
Classifying Design
 REFERENCES
• http://archive.agda.com.au/dm/projects/Sow
hatisDesignManagem.html
• http://www.burohappold.com/BH/SRV_INF_S
C_designmanagement.aspx
• http://www.dmi.org/dmi/html/aboutdmi/desi
gn_management.htm