Extended definition




The multifaceted nature of design management leads to varied opinion, making it difficult to give an overall definition; furthermore, design managers have a broad range of roles and responsibilities. These factors, combined with a multitude of other influences such as the industry involved, company size, the market situation, and the importance of design within the organization's activities. As a result, design management is not restricted to a single design discipline and usually depends on the context of its application within an individual organization.

On an abstract level, design management plays three key roles in the interface of design, organization, and market. The three key roles are to:

  1. Align design strategy with corporate or brand strategy, or both
  2. Manage quality and consistency of design outcomes across and within different design disciplines (design classes)
  3. Enhance new methods of user experience, create new solutions for user needs and differentiation from competitor's designs

Additional definitionsedit

Design management is the effective deployment by line managers of the design resources available to an organization in the pursuance of its corporate objectives. It is therefore directly concerned with the organizational place of design, with the identification with specific design disciplines which are relevant to the resolution of key management issues, and with the training of managers to use design effectively.

— Peter Gorb

Design management is a complex and multi-faceted activity that goes right to the heart of what a company is or does ... it is not something susceptible to pat formulas, a few bullet points or a manual. Every company's structure and internal culture is different; design management is no exception. But the fact that every firm is different does not diminish the importance of managing design tightly and effectively.

— John Thackara

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