evaporating design

Copyright © 2017 GK Design Research Initiative
EVAPORATING DESIGN
Ten Bulls #10. Return to Society (SYUBUN, Shokoku-Ji Temple)
public domain image via Wikipedia Creative Commons
ADM2017, 4th Nov 2017
Itsuro SHIBATA | GK Design Research Initiative
abridged file

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ABOUT MYSELF
GK DESIGN GROUP
TRANSFORMATION OF DESIGN MANAGEMENT
EVAPORATING DESIGN

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Who really understand
what design management is?

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Wikipedia: Design management is a business discipline that uses project management, design, strategy, and supply
chain techniques to control a creative process, support a culture of creativity, and build a structure and
organization for design. The objective of design management is to develop and maintain an efficient
business environment in which an organization can achieve its strategic and mission goals through
design. Design management is a comprehensive activity at all levels of business (operational to strategic), from the
discovery phase to the execution phase. (https://en.wikipedia.org/wiki/Design_management)
Design Management Institute: Design management encompasses the ongoing processes, business
decisions, and strategies that enable innovation and create effectively-designed products, services,
communications, environments, and brands that enhance our quality of life and provide organizational
success. On a deeper level, design management seeks to link design, innovation, technology, management
and customers to provide competitive advantage across the triple bottom line: economic, social/cultural, and
environmental factors. It is the art and science of empowering design to enhance collaboration and synergy
between "design” and "business” to improve design effectiveness. The scope of design management ranges
from the tactical management of corporate design functions and design agencies, including design operations, staff,
methods and processes—to the strategic advocacy of design across the organization as a key differentiator
and driver of organizational success. It includes the use of design thinking—or using design processes to solve
general business problems. (http://www.dmi.org/?What_is_Design_Manag)
OK, GOOGLE

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WHAT DESIGN MANAGEMENT DOES
enhances our quality of life
develops and maintains an efficient business environment
achieves its strategic and mission goals through design
supports a culture of creativity
builds a structure and organization for design
controls a creative process
improves design effectiveness
enables innovation
creates effectively-designed products, services, communications,
environments, and brands
happy Individual and Society
creative Organization
effective Design Process
better Outcome

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SIMPLIFIED DESIGN MANAGEMENT
happy Individual and Society
better Outcome
effective
Design
Process
creative
Organization
ULTIMATE GOAL
OFFERING
DRIVER
DESIGN
MANAGEMENT
any practices
to make this flow
happen.

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DM1.0 (outcome)_DESIGN to be managed
DM2.0 (process)_managed by DESIGN
DM3.0 (organization)_management to be DESIGNED

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DM1.0 (outcome)_DESIGN to be managed
free image via pixabay.com

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DM1.0_DESIGN to be managed
WHY HOW
WHAT
to strengthen
Brand Identity
&
Brand Value
Visual
Consistency
-
Design Quality
Design Principle
Design Language
Design Guideline

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Still valid,
but not that exciting anymore.

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superficial
IDENTITY
inherent
EXPERIENCE
<
DM1.0 to DM2.0_DESIGN driven INNOVATION

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DM2.0 (process)_managed by DESIGN

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WHY HOW
WHAT
DM2.0_managed by DESIGN
to generate
Innovative
Products, Services,
and Business
models
Creative Process
Design Thinking
Design Workshop

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But, it seems everyone is
uncomfortable with
Design Thinking Approach.

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DM2.0_DESIGN THINKING vs DESIGNER’S THINKING
design
thinking
designer’s
thinking
0. research
!
!
!
! ! !
! ! !
! ! !
!
! ! !
?
1. download 2. slicing 3. grouping
4. defining
opportunities
5. idea
generation 6. synthesis 7. prototyping
workshop & brainstorming
!
!
!
!
0. research
?
6. synthesis 7. prototyping
4. defining
opportunities 2. slicing
continuous refinement by doing

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art of
REFRAMING
DM2.0_managed by DESIGN

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DM2.0 to DM3.0_COMPLEX/NEW PROBLEMS need OPEN INNOVATION
new
method
limitation
of design
problems
to be
solved
physicality
-
cognition
work
environment
social
issues
business
issues
intuitive
understanding
no know-how creative sense
is not enough
too complex
to solve
HCD
-
human
factors
participatory
design
crowd-
sourcing
-
co-creation
business
design

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DM3.0 (organization)_management to be DESIGNED

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DM3.0_management to be DESIGNED
WHY HOW
WHAT
to organize
sustainably
innovative
organizations
and
societies
Creative
Organization
-
Creative Citizen
& Society
Open Innovation
Design Education
Service Design

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DM3.0 to DM4.0_DESIGN AT SCALE
form giving
empowerment
optimization
coaching
artifact
system/architecture
designing
new value
designing
creative
method
designing
creative
individual
designing
creative
organization
designing
creative
society

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How far do you expect
design to go beyond?

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ABOUT MYSELF
GK DESIGN GROUP
EVAPORATING DESIGN

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DESIGN EVAPORATED IN 203X
D
T
B P

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D
D
T
B P
design thinking for all
personal fabrication for all
AI decides all

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D
T
B P

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designer?
in 203X
DILUSIONER
ORGANIZER
MEISTER
DATA
SCIENTIST

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SYMBIOTIC DESIGN AS AN ATTITUDE
DESIGN ATTITUDE
• as a positive driving force
• as a potential rebel
SOCIAL SYSTEM
• to be evolved & vitalized
• to be organized
design management
how to tame
ambiguous nature of
design

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DESIGN as a MITOCHONDRION
public domain image via Wikipedia Creative Commons

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evaporating design

evaporating design

itsuro shibata_GKDRI

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