Designers add business value to ideas and existing products when they provide their services to businesses. To deliver effectively in the business context, designers need to have an understanding of the various business management functions and issues that impact the quality and delivery of designs. Most design schools all over the world have focused on mainly the 'formal' and 'aesthetic' aspects of design though some have now started focusing on interaction and user experience aspects as well. A very small number of design schools have now started introducing the business management knowledge in their curriculum.
The traditional engineers, business managers and administrators too lack an understanding of design profession that could help them in working closely and effectively with designers and design thinkers. While they can understand some aspects of the designers' way of problem-solving and thinking by observing their activities and reading about the designers and design processes, it generally results in a superficial understanding to of the potential and effectiveness of the incorporation of design in business.
Design Management is envisaged to be a bridge between design and management that enables a business to deliver an integrated user-centric product. Design Management is also emerging as a profession with its unique set of insights, skills, methods and tools, and a knowledge base that is more than just a mechanical combination of design and management knowledge. It is reasonable to posit that in future many businesses which are expected to be customer-oriented will be increasingly using the services of managers who understand what it takes to develop and deliver integrated human-oriented products and services in a business context.
In order to blend seamlessly in a business environment, all designers need to understand the vision and objectives of design management for the greater business-relevant maturity in their professional attitude and collaborative orientation which in turn will lead to the development of high quality solutions, and their appropriate delivery and implementation.
Copyright (c) Vinai Kumar
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