BEGIN:VCALENDAR VERSION:2.0 PRODID:-//Talks.cam//talks.cam.ac.uk// X-WR-CALNAME:Talks.cam BEGIN:VEVENT SUMMARY:Design Management in a “People-driven” Economy - Dr Brigitte B orja de Mozota - Senior Lecturer Design Management\, Brunel University DTSTART:20080910T150000Z DTEND:20080910T160000Z UID:TALK13265@talks.cam.ac.uk CONTACT:Thomas Jun DESCRIPTION:Designers and managers are acting in our society in order to m eet the needs of people. Design management is where the skills of designer s and managers meet to design a better world.\n\nOrganisations are facing many difficulties in order to find new ways to grow when markets do not gr ow. They have to understand risk as an opportunity. Only a fraction of com panies are able to survive when industries experience technological and st rategic transitions. If stuck in a business box\, organisations have to fi nd a bigger box. When growth stagnates\, organisations will need to captur e more of their customers’ income through demand innovation and big box thinking.\nLet us take the example of Human Centred Design (HCD). How does it relate to “big box thinking”?\n\nHCD is based on research on the n eeds of people and these needs are embedded in innovative artefacts. If yo u are able to integrate these innovative artefacts into an organisation\, it means that the organisation has the same vision of the environment or o f the needs to be satisfied. It also means that the organisation views des ign as a competency that helps the organisation defines its frontier with the environment.\n\nDesigners should then understand that the change towar ds these inclusive artefacts is both about innovative products for the por tfolio but also about a new way to define the frontier\, “a bigger box ”. It is knowledge\, a better understanding of customers’ demand and t herefore a tool for strategy definition and competitive advantage. Designe rs are again change actors in a knowledge shift at the macro economical le vel.\n\nBecause our world has to turn the pyramid upside down\, because we have to understand the value of the bottom of the pyramid\, to empower th ose that are in contact with clients and those experts in empathy and huma n needs research\, whether these are your sales staff or designers running user oriented creative workshops.\n\nThe value of design is the value of integrating this new mental image of our contemporary world. In short\, de sign value is the value of design as research on people\, holistic thinkin g\, and prototyping and visualisation skills.\n\nIntegrating human centred attitude in organisations is not about integrating a new way to design pr oducts\; it is about integrating a new way to design the organisation fron tier and its ability to survive contemporary challenges.\n\nBecause our ec onomy is now not any more industry driven but people driven. It is therefo re the ability of empathy\, observation and better understanding human nee ds that is strategic. Designers are researchers and they participate in th e organisation “Think Tank” and vision of its frontier\, its knowledge of where the world is going. When the organization has agreed that there should be a new vision\, this new vision has to be shared by all function s in the organisation so “inclusive products” or imagining new service s in the customer experience\, all become prototypes or tangible experimen tations of the future.\n\nOur vision of design management is based on desi gners being researchers so our presentation will first focus on organisati on theory\, on how organisations research and use different metaphors to d efine themselves and finally on how these definitions limit or foster the potential of design in organisations.\n\nHaving positioned design at the f rontier of the organisations\, we understand Design Management not as mana ging a design project but as managing knowledge. Design Management scope i s therefore the scientific domain shared by both design science and manage ment science.\n\nTo define this common domain\, we propose an interactive exercise for the second part of the presentation. We shall share with our peers\, researchers in design\, twelve models that from our view point are common to both communities. Discussions on the pertinence of these twel ve models will give a hierarchy of importance and a vision of Design Manag ement.\n\nIn conclusion\, we shall come back to “Inclusive design” an d “design for all” and see if these models can help in a better under standing of the value of design as change actor in organisations towards t his “people driven” society.\n\n*Speaker:* Senior Lecturer in Design M anagement at Brunel university\, School of engineering and design since 2 006. She starts in October 2008 as Director of research at Parsons Paris D esign School.\n\nShe received her phd from Université Paris I Panthéon S orbonne in 1985 in Business and her habilitation qualification to supervis e phd students in 2000 . Her phd was the first phd on design in management science.\nFrom 1993 to 2006\, she was assistant professor and taught stra tegy and marketing first at Université Paris V\, then at Université Pari s X. She was also a member of the research laboratory CEROS.\n\nAs a resea rcher she specializes in Design Management and was in charge of research f or the Design Management Institute (Boston) between 1994 and 2004. She cha ired and organized their international research conference in various univ ersities and was nominated DMI Life Fellow in 2004.\n\nShe teaches Design Management at ESSEC Business school and in numerous master programs in Fra nce. She created professional seminars in Design Management with the Cent re Design Rhône Alpes in Lyon. And she regularly writes in their publicat ions.\n\nShe is a founding member of the European Academy of Design and on editorial boards of research journals\, Design expert for OAMI (Europea n office for trademarks and designs). She has written the reference book “Design Management“\, regularly updated since 1990 and now translated into ten languages. She is a consultant for corporations on their Design Management strategy and Balanced Scorecard.\n\nShe started her career as a manager (buyer) in Au Printemps department store and as CEO of an import and marketing company distributing Designers' products. LOCATION:Meeting Rooms 1A+1B\, (off the Oatly Lab)\, 2nd Floor\, Engineeri ng Department END:VEVENT END:VCALENDAR