MA DESIGN MANAGEMENTNewcastle - UK

PROJECT DESIGNS & COORDINATION: Dr. Irini Pitsaki

The Three Levels of Design Value in an OrganisationThe case of North East-based Socio-Cultural Enterprises

KEYWORDS:Design Value, Design Management, Innovation,

Strategic - Functional – Operational level

The project was part of the Design Value course. Designers and business graduates with diverse knowledge backgrounds, worked cross-culturally and cross-disciplinary, used research and design methods to capture, analyse and review the role of design in socio-cultural businesses.

BACKGROUND

They particularly approached eight UK companies to identify opportunities and suggest specific ways for value generation and innovation through design.

What the students

found out about the

socio-cultural companies

inspired the theme of an

exhibition and was

presented with a three levels focus:

THE PROJECT

Design as VISION (or strategic design management): the transforming value of designDesign as FUNCTION (functional/tactical design management): the coordinating value of designDesign as ACTION (or project design management): the differentiating value of design

THE ROLE OF DESIGN (in one of those

companies)

Design’s value to improve functions and communications in the school (FUNCTION/ TACTICAL LEVEL)Enabling communication coordination among the teaching staff: with oneself, with each other, with parents