By Thomas Lockwood
ISBN-10: 1581156537
ISBN-13: 9781581156539
Read or Download Building Design Strategy: Using Design to Achieve Key Business Objectives PDF
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Additional info for Building Design Strategy: Using Design to Achieve Key Business Objectives
Sample text
And the design of these products, communications, interfaces, and experiences can be isolated. Here’s a simple example: British Airways had built a business strategy around increasing its long-haul international flights. So the company looked to see how the interior design of its planes could be improved to offer more comfort to customers. BA’s designers flew all over the world, for days on end—as passengers. What resulted was the first seat in the industry that could lie completely flat, allowing customers to sleep prone rather than simply slouch as in conventional airline seats.
This is precisely one of the roles of design management: to bring design and design thinking into organizations, in support of the development of corporate strategy. DESIGN STRATEGY FOR THE TRIPLE BOTTOM LINE Probably the broadest overlap in strategy and design comes when a business is evaluated in light of the “triple bottom line”: from an economic, social, and environmental viewpoint. I would argue that no other business discipline or function has greater potential to affect that triple bottom line than does design.
Moreover, Sony let that same newcomer take the lead in the portable music device segment, losing its decade of Walkman dominance. Other industries have comparable stories of strategic errors based on misunderstood consumer behavior. The airline industry failed to respond effectively to consumer desire for simplification and allowed newcomer JetBlue to become the most favored airline brand today. Most car manufacturers missed the hybrid boat and let Toyota’s Prius make strong gains in the sector.
Building Design Strategy: Using Design to Achieve Key Business Objectives by Thomas Lockwood
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