Design management / Design leadership / Design thinking

How to connect design management with your corporate culture?

Design Ladder is a model where companies are classified into four categories, depending on their use of design: + from no use of design; + to design as style; + to design as process, and the most advanced ladder + design as a strategy. That last kind of organisations design innovators and market leaders.

This post was part of my presentation competing at the WBPC10

If you are a listener rather than a reader here is the audio post: Corporate Design Strategies and Branding presentation at the WBPC10: Post series 8 (.mp3; 2,4 MB)

How to connect design management with your corporate culture?

In the model Design Management Staircase at the picture below there is a range presented from an immature level of design management to a level where design management is of a strategic nature and part of the company’s culture. At highly driven design corporations they have a differentiation strategy where design is at their core. Those kinds of corporations are market leaders through design innovation. If a company wants to be a market leader it needs to have design as part of its strategic plans and design planning should be a dynamic process that drives the business. However, not every company needs to focus its strategy on the role of design as a driving force of innovation. It depends on the nature of the organization, its market position, or its strategy. In some cases it may be sufficient for a company to be on the level of design management as a function or even as a project
Slide presenting stairs/levels of design management as part of the corporate culture
Nevertheless the usage of design is valuable information. In Denmark they researched their companies according to a model called Design Ladder where companies were classified into four categories:

  1. no use of design,
  2. design as style,
  3. design as process, and
  4. design as a strategy.

And in general they found out that the higher the use of design in an organization the higher its gross performance.

If you would like to support my claims, please vote for my presentation at the http://slidesha.re/aQkX9R. The countdown is starting, because you have have only three more days to vote for my presentation, please share this post trough you network. Thank you.

And please vote for the presentation by clicking to the “thumbs up” icon. You will be asked to register with SlideShare (or login if you are a member already), so few clicks will be necessary (and an e-mail confirmation). If you have a Facebook profile you should be able to vote with it. It is maybe the easiest way but you will be asked to allow SlideShare to approach your data. I really appreciate your efforts.

Audio post:  Corporate Design Strategies and Branding presentation at the WBPC10: Post series 8 (.mp3; 2,4 MB)

Sources: Literature (updated)

Marko Savić
I’m exploring & researching the inter-dependence of the business model innovation with design thinking. You may wish to hire me as a Business Design Coach or Senior Lecturer in Design Management or as a Key-Note Speaker at your next event.

Advertisements

2 thoughts on “How to connect design management with your corporate culture?

  1. Hi! Glad to have found this blog!

    Is the design ladder model you have an image of your own extention of the Danish Design Center’s version? Or where can I find the original source?

    best,
    Lotta

    Like

    • @matka2000: The image in this blog post presents the model Design Management Staircase from the: Kootstra, Gert L. 2009. The incorporation of design management in today’s business practises: An analysis of design management practises in Europe. Design Management Europe: ADMIRE programme, 63 p.

      Like

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.