MANAGING STRATEGIC DESIGN Ray Holland & Busayawan Lam Palgrave Macmillan Hummingbirds can fly right, left, up, down, backwards, and even upside down.

INTRODUCING STRATEGIC DESIGN “ DESIGN links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers” (HM Treasury, 2005). For design to be strategic, the process and outcomes must be purposeful and effective. Purposes could be business goals and objectives, governmental targets, as well as charitable and social causes.

MANAGEMENT THINKING & DESIGN THINKING “Only one company can be the cheapest, everyone else must use DESIGN ” (Rodney Fitch, chairman of Fitch & Co) STRATEGIC THINKINGDESIGN THINKING MANAGEMENT STRATEGYDESIGN STRATEGY focus on CONVERGENCE for ADDED VALUE

4Ds OF DESIGN MANAGEMENT MODEL Features of the model: Cyclical, established management approach, robust and adaptable to changing environments, supported by existing tools and promotes new tools for integrated design/management thinking.

PART 1: BIG-D DESIGN + small-d design BIG-D DESIGN represents the ‘holistic’ design thinking which seeks to identify problems amenable to improvement by design. small-d design is the ‘hands-on’ practical design activity of designers that adds ‘magic’ to products/services which we experience every day. The two types of design are interdependent.

PART 1: KEY ELEMENTS FOR SUCCESSFUL MANAGEMENT OF DESIGN STRATEGY Increased recognition by management of the influence of designers on organisational performance Big-D design thinking fully integrated with business strategy Equality of status and respect for Big-D and small-d practitioners. Openness of management paradigm to embrace opportunities offered by design strategy and adapt with confidence.

PART 2: DESIGN & BUSINESS PERFORMANCE Strategic design can be used to: develop, deliver and maintain successful BRANDS ; developing products/services that deliver added value; support the building of cultures for INNOVATION ; and promote multidisciplinary working and COLLABORATION Joseph Joseph is an innovative kitchenware company, where design and creative thinking is evidenced in all elements of their business ranging from an attractive brand to beautifully-designed products. Strategic use of design (colourful, playful and practical) helps the brand and its products stand out in a highly competitive market.

PART 2: WHAT DOES DESIGN ADD TO ORGANISATION? Creative holistic thinking (often at no additional cost) New ideas and alternative directions to choose from Increased spirit and sense of cohesiveness among staff Pride in the ownership of solutions from collaborative working Value added to the TRIPLE BOTTOM LINE – people, planet and profit

PART 3: HOW CAN DESIGN DRIVE CHANGES? Design management can be used to: address the big PROBLEMS / CHALLENGES of our age, e.g. ageing population, globalisation, climate change and the digital economy identify new OPPORTUNITIES / DIRECTIONS for new business models, as well as social and environmental responsibility support and enhance the PUBLIC & VOLUNTARY SECTORS The NHS’s Design for Patient Safety series show how better design can reduce risk, improve the working environment, and ensure better care. For example, by making drug packaging easy to distinguish one drug from another, the chance of administering wrong medicine can be reduced.

BOOK FEATURES Introduction of all key concepts Identification of many of the principal challenges and debates Selected influential theories, models and practices Step by step guidance on development and integration of design strategy utilising the 4Ds model and tools to support it. Many examples of how organisations interpret and implement their use of design, including major case studies Provocative questions posed to stimulate forward thinking References and additional online resources

FURTHER SUPPORT This introductory presentation is found online at where you may also comment, ask questions and upload further materials (subject to file size/format and copyright) that you are willing to share. The authors will also add additional support materials from time to time. You may also wish to join the DESIGN STRATEGY COMMUNITY on Facebook set up as a forum to discuss issues raised in the book.

MANAGING STRATEGIC DESIGN Two further presentations are available: Presentation 2 – a more detailed look at each section of the book Presentation 3 – for generating discussion of the questions raised in the book and some further suggested case studies and resources