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Session Overview
Track 5 Session 5
Thursday, 06/Aug/2020:
3:20pm - 3:50pm

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Ian Parkman1, Keven Malkewitz2

1University of Portland, USA; 2Western Oregon University, USA

Despite the increasing attention Design Management has received from academics and practitioners a definitive conceptualization or a widely-agreed upon empirical measure of the construct does not yet exist. This paper proposes a new measurement of Design Management based on the informational elements captured in product design briefs. Exploratory Factor Analysis results suggest that Design Management is made up of eleven clusters: F1 Customer Insights; F2 Business Model; F3 Aesthetics; F4 Authenticity; F5 Symbolic/ Experiential Value; F6 Functional Value; F7 Promotions/ Distribution; F8 Sustainability; F9 Production/ Development; F10 Project Management; F11 Risk/ Safety. Our analysis describes how these factors show differing effects on measures of firm performance at the product project- and competitive advantage-levels (for example, F1, F3, and F9 are strongly and significantly positively related to both sets of measures while F4, F5, and F8 are more important to the competitive advantage of a firm than to any individual product offering). Our findings are organized and discussed using the Balanced Score Card for Design Management tool made up of (1) Customer Perspective (Design as differentiator); (2) Process perspective (Design as coordinator); (3) Learning and Innovation perspective (Design as transformer); and (4) Financial perspective (Design as good business).

Design Principles Analysis: A classification to support decision-making for Design Managers in Companies

Isabella Lopera-Osorio, Maria Cristina Hernández-Monsalve, Santiago Ruiz-Arenas

Universidad EAFIT, Colombia

Design principles constitute a guideline to address design processes and support the evaluation of products and services. They represent an approach that companies can make to apply design, as they contribute to their productivity and effectiveness. Design principles benefit different categories, but since each point of view is independent, they are not understood from a common starting point. This paper focuses on identifying and classifying types of design principles found in the literature, to facilitate their visualization and therefore, their application inside companies. To classify the types of design principles five categories were created based on the concepts of Interaction and Human-centered Design and the levels of Jordan’s model of hierarchy of user needs when interacting with products: Safety and well-being, Usability, and Pleasure. The types of design principles were classified in the five categories according to their descriptions. Within the categories, there were found clusters of common principles that highlight twelve characteristics that should be considered in companies regardless the type of design they apply. This article also provides a visualization map that might facilitate the decision-making process to managers and design leaders, focusing on the research and comparison of the design principles.

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