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Strategic Design Language
Industrial Design 2013, Georgia Institute of Technology
www.florianvollmer.com
@florianvollmer
Design
© Florian Vollmer, 2013 – www.florianvollmer.com
Language
Strategy
Global
System of
Systems
System
Intervention
Humanity
Group
Individual
Experience
© Florian Vollmer, 2013 – www.florianvollmer.com
Design
© Florian Vollmer, 2013 – www.florianvollmer.com
Language
Strategy
© Florian Vollmer, 2013 – www.florianvollmer.com
Design, Business, Brand
Identity
© Florian Vollmer, 2013 – www.florianvollmer.com
Time
© Florian Vollmer, 2013 – www.florianvollmer.com
Business Objectives
© Florian Vollmer, 2013 – www.florianvollmer.com
Systems
© Florian Vollmer, 2013 – www.florianvollmer.com
Innovation
© Florian Vollmer, 2013 – www.florianvollmer.com
© Florian Vollmer, 2013 – www.florianvollmer.com
Managing & Planning for Complexity
© Florian Vollmer, 2013 – www.florianvollmer.com
Design, Business, Brand
© Florian Vollmer, 2013 – www.florianvollmer.com
Language
Strategy
Design
design
is to design
the design
of a design (John Heskett)
© Florian Vollmer, 2013 – www.florianvollmer.com
quality as a commodity ... enabling design
© Florian Vollmer, 2013 – www.florianvollmer.com
design as a commodity ... are we there?
© Florian Vollmer, 2013 – www.florianvollmer.com
© Florian Vollmer, 2013 – www.florianvollmer.com
Insights, Objectives, Collaboration
Empathy and Understanding
© Florian Vollmer, 2013 – www.florianvollmer.com
Needs and Constraints
© Florian Vollmer, 2013 – www.florianvollmer.com
Facilitation
© Florian Vollmer, 2013 – www.florianvollmer.com
Mapping
© Florian Vollmer, 2013 – www.florianvollmer.com
Storytelling
© Florian Vollmer, 2013 – www.florianvollmer.com
© Florian Vollmer, 2013 – www.florianvollmer.com
Insights, Objectives, Collaboration
© Florian Vollmer, 2013 – www.florianvollmer.com
Strategy
Design Language
© Florian Vollmer, 2013 – www.florianvollmer.com
Process, Strategy, Communication
Spaces
© Florian Vollmer, 2013 – www.florianvollmer.com
Collaboration
© Florian Vollmer, 2013 – www.florianvollmer.com
Value
© Florian Vollmer, 2013 – www.florianvollmer.com
Integration
© Florian Vollmer, 2013 – www.florianvollmer.com
Futures
© Florian Vollmer, 2013 – www.florianvollmer.com
Management: “the act of getting people together
to accomplish the desired goals”
© Florian Vollmer, 2013 – www.florianvollmer.com
Manufacturing
Distribution
Information
Customer (Kerri Bodine, Forrester )
© Florian Vollmer, 2013 – www.florianvollmer.com
Sustainability
Urbanization
New Leadership Styles
Distributed Manufacturing
Off-/ On-shoring
Cyclical
Foe: Reactive Behavior © Florian Vollmer, 2013 – www.florianvollmer.com
External Factors
simple | memorable | universal
© Florian Vollmer, 2013 – www.florianvollmer.com
i.e. Marketing
integration | repeatability | forecast-ability
accessibility | share-ability | simplification
© Florian Vollmer, 2013 – www.florianvollmer.com
© Florian Vollmer, 2013 – www.florianvollmer.com
Process, Strategy, Communication
© Florian Vollmer, 2013 – www.florianvollmer.com
Strategy
Design Language
“The management of design as a source of
corporate and customer value in an organization”
© Florian Vollmer, 2013 – www.florianvollmer.com
Internal & External Teams and Processes
© Florian Vollmer, 2013 – www.florianvollmer.com
Marketing > Design
© Florian Vollmer, 2013 – www.florianvollmer.com
Design > Marketing
© Florian Vollmer, 2013 – www.florianvollmer.com
A Culture of Design
© Florian Vollmer, 2013 – www.florianvollmer.com
Brand Management
Sales Management
Marketing Management and
Research
Design
Development
IT
HR
Operations
CEO (from Making Meaning) © Florian Vollmer, 2013 – www.florianvollmer.com
Stakeholders
© Florian Vollmer, 2013 – www.florianvollmer.com
What if?
© Florian Vollmer, 2013 – www.florianvollmer.com
Solution = Long-Term
© Florian Vollmer, 2013 – www.florianvollmer.com
Corporate Identity
© Florian Vollmer, 2013 – www.florianvollmer.com
1/7
© Florian Vollmer, 2013 – www.florianvollmer.com
SolutionProblem
Design-Driven Business: Focus on the invidual, sustainable
practices, answering needs, connecting systems, transparency
Insight
Innovation
Inspiration
Investigation
Interpretation
Investment
Inspiration
Integration (from DMI 2010)
© Florian Vollmer, 2013 – www.florianvollmer.com
ValueofDesign
Traditional
Media
Social
Media
mCommerce
eCommerce
Customer
Environment
Product
Presentation
Sales
Engagement Ownership
Experience
© Florian Vollmer, 2013 – www.florianvollmer.com
© Florian Vollmer, 2013 – www.florianvollmer.com
Strategic
Design
Language

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SDL 01 Strategic Design Language – Overview