Table of Contents

Prologue
Introduction     6
How to get the most out of this book     8
Context     10
What is Design Management?     12
Why is Design Management Important?     16
The Design Management Timeline     20
Managing the Design Strategy     26
Knowledge
Identifying Opportunities for Design     28
Understanding the Audience and Market     34
Interpreting Client and Customer Needs     40
Auditing the Use of Design     44
Establishing the Design Strategy     48
Promoting and Selling the Design Strategy     54
Planning for Long-term Growth     58
Practice
Case Study: The Argus 3 Thermal-imaging Camera     62
Case Study: Camper     66
Interview: Dr. Chris H. Luebkeman, Arup Group     72
Interview: Darryl Feldman, Yahoo!     74
Key Skills
Managing Client Relations     76
Guiding Design Decisions     80
Developing Good Working Relationships     82
Verbal Communication     84
Managing the Design Process     90
Knowledge
Giving Form to Business Strategy     92
Increasing Awareness with Design     96
Expressing the Brand Through Design     100
Initiating Design Projects     104
Design Methods     108
Design Processes     112
Competitive Advantage Through Design     118
Practice
Case Study: Kajima Design Europe for JVC     122
Case Study; The Honda Zoomer     128
Interview: Mat Hunter, IDEO Europe     130
Interview: Brian Smith, FeONIC Plc.     132
Key Skills
Managing Creative Teams     134
Facilitating the Design Process     136
Developing Collaborative Cultures     140
Visual Communication     142
Managing the Design Implementation     146
Knowledge
The Project Management Process     148
Project Management in Practice     154
Social and Environmental Responsibilities     158
Design Policies, Procedures and Guidelines     162
Translating Global Design into Local Design     166
Measuring the Success of Design     170
Reviewing and Revising the Design Strategy     174
Practice
Case Study: FooGo/The Formation     176
Case Study: The Silken Group     178
Interview: Colum Lowe, NHS (UK)     182
Interview: Lynne Elvins, A420     184
Key Skills
Management and Leadership     186
Leading and Advocating Design     188
Written Communication     192
Appendix     196
18 Views on Design Management     198
Further Resources     204
Glossary     208
Index     210
Additional Credits     214
Acknowledgements     215