Vision vision vision vision how should we appear

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VISION VISION VISION VISION How should we appear through design to our customers in order to achieve our vision? 1. DESIGN AS DIFFERENCE. DESIGN MANAGEMENT AS PERCEPTION & BRAND. Market value Customer value Brand Consumer research 2. DESIGN AS PERFORMANCE. DESIGN MANAGEMENT AS A � � AS INNOVATION PROCESS. Innovation Modular architecture Time to market TQM R&D Technology
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3. DESIGN AS VISION. BEYOND ADVANCED DESIGN MANAGEMENT. Strategic value Vision Prospective Change management Empowerment Knowledge learning process Imagination 4. GOOD DESIGN IS GOOD BUSINESS . THE HISTORIC DM ECONOMIC MODEL. Financial & Accounting value ROI Value for society Stock market value Socially Responsible Enterprise How will we sustain, through design, our ability to change and improve? To succeed financially, how should design appear to our shareholders? To satisfy our stakeholders how can design help in the business processes we excel in? How should we appear, through design, to our customers in order to achieve our vision? 1. THE CUSTOMER VALUE PERSPECTIVE Increase market share/% products or services above mean price. Improve brand image/% products or services sold under our brands. Improve customer satisfaction/User oriented design: customer satisfaction survey. How does the design department sustain our ability to change and improve? 3. THE LEARNING PERSPECTIVE Recruit high potential profiles/ Recruitment design. Competent staff/Improving learning abilities through design. Motivated and empowered staff/ Working through design on transversal multicultural teams. How does the design department improve the process we excel in? 2. THE PERFORMANCE VALUE PERSPECTIVE Improving innovation process/more projects conducted per year. Improving production process/fewer defects. Implementing CRM/ Design in information systems management: fewer complaints. To succeed financially, how should design appear to our shareholders? 4. THE FINANCIAL VALUE PERSPECTIVE Increase turnover/% sales of new products or services. Improve intangibles/Number of licensed and protected designs.
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Improve ROI/Improve results versus capital invested in design projects. Figure 4. The Balanced Score Card for a design manager. Create your own BSC for measuring the performance of your design department or your design consultancy in a dynamic way. In each quadrant, choose for a company objective the pertinent indicators for the input of the design activity. And check your BSC results regularly. Continued on page 53 Design Management Review Spring 2006 49 The Four Powers of Design: A Value Model in Design Management Companies are facing increasingly complex environments.Models for managing complexity are needed, and mental visualization models can help.With its horizontal and systemic approach, information design is capable of bringing concrete answers to an intelligent management of complexity. Attoma Design is an information design consultancy based in Paris, founded by Giuseppe Attoma Pepe, board member of the IIID (International Institute for Information Design).
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