| The 28th International Design
Management Conference
Managing for Design’s Role in Enterprise Leadership
October 19-23, 2003
Chatham, Cape Cod, Massachusetts, USA
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information about this conference
Understanding, Establishing, and Enhancing Inventive
Organizations
Jeff Mauzy, Principal, Synectics, Inc., Coauthor Creativity
Inc.
Radical innovations always start with creativity and it can occur
anywhere. However, many companies are allowing this critical wellspring
to run dry. Sustained leadership depends on making creativity a
broad, enterprise-wide capability that is “on” all the
time. Through vivid examples from a wide range of industries, Jeff
Mauzy will explore how creative ideas happen and how they become
successful innovations. He will present and discuss a set of fundamental
principles for infusing creativity into every aspect of an organization.
By infusing creativity back into the workplace, companies can rework
organizational climate, creative thinking, and actions to foster
systemic innovation in individuals, in teams, and corporate wide.
Member
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Conversing With My Company
Teresa Yoo, Manager, Corporate Communications Initiatives,
IBM Corporation
Curt Schreiber, Principal, VSA Partners
Despite the massive investments companies make in annual reports
each year, most do not use their reports to give their companies
a voice, a point of view, personality and attitude. For decades
IBM produced perfectly respectable, attractive, and also cliche-ridden
and emotionally vacant annual reports. Big Blue's near-death experience
ten years ago dramatically changed its annual report strategy. Join
the team that rebuilt IBM's annual reports and understand why IBM
today considers the report not only a carrier of coherent messages,
but a vital means to building brand and changing corporate culture.
Member
Download PDF Presentation (6.3 MB)
Share Life On the Go: User-Centered Innovation
at Kodak
Doug Beaudet, Manager, Corporate Design & Usability Research
KODAK Corporate Design & Usability Research creates user-centered
design concepts that inspire market growth. This multidisciplinary
lab of anthropologists, psychologists, designers and human factors
specialists is changing the way Kodak explores and conceives user
experiences in the digital age. Designing with the user in mind
requires a balance of information, inspiration and timing to achieve
breakthrough products. It also requires discipline and perseverance
to create a shared vision that others can believe in. This presentation
will examine how Kodak’s project for mobile imaging, Share
Life On the Go, is using this user-centered vision to generate
product innovation.
Member
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From Products to the Profound: Inspiring Innovation
through Organizational Change within Procter & Gamble
Martin Murray, Director, Research & Development, Procter
& Gamble
Lauralee Alben, Principal, Alben Design LLC
In today’s world, the only certain thing is change. Do we
respond by being change agents or part of a chain reaction? One
Research & Development department at P&G wanted to ensure
a sustainable innovation capability—that meant proactively
initiating a culture change. The organization used a customized
design process to understand the gap between its desired future
and the one that existing inertia was heading it towards. Based
on a deeper awareness of its history and current state, the critical
actions needed for a course correction became apparent. The resulting
culture change reached from the research labs to the store shelves
to the spiritual depths of the organization. Martin Murray and Lauralee
Alben will share highlights of how this design intervention bridged
imagination and innovation.
Member
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Planning the Perfect Design Office
Allan Smith, Director of Market Development, Steelcase Inc.
Reed Agnew, Principal, Agnew Mayer Smith, Inc.
There's a definite connection between the space you work in and
the work you produce. Most workspaces don’t support what people
really do. This seems to be especially true in design offices. They
are often forced to fit into traditional “corporate”
environments or sometimes into aesthetically “cool”
spaces with questionable utility. Recent research has uncovered
techniques that enable planners to understand organizational behavior
and patterns of work at a much deeper level. This case study will
show how a new planning method called Community-based Planning (CbP)
enabled a design firm to create a different kind of workplace.
Member
Download PDF Presentation (14.0 MB)
The Collaboration Experience: Challenges of “Getting
it Right” Across Disciplines, Between Companies, and Over
Oceans
Sarah Zuberec, Director of User Experience, Mobile Devices
Product Group, Microsoft Corporation
Mobile device product development is trending toward a multi-partnered
world where trust between partners is essential for the creation
of successful products. The complex collaborations between hardware
manufacturers, software developers, and mobile operators, all vying
for the “main experience,” often result in frustrations
for the user. How do you smooth the out-of-box experience for a
customer who bought a Tmobile phone, branded by Siemens, built in
Taiwan, and running software made in Redmond? The User Experience
Group in Microsoft's Mobile Devices Product Group has been working
to improve the results of these relationships. It’s been tough
and we’ve learned a lot.
Member
Download PDF Presentation (6.0 MB)
From Three Breads to One Brand
Pat Kinsley, Director, Neworld Design Group
Examining the role of design—from concept to strategy to
realization—in making three companies into one. This case
study about Irish Pride bakery is the result of a merger of three
strong regional bread brands in Ireland into one. Bread is not rocket
science. But building a dynamic, cohesive new brand from three separate
companies with different histories, attitudes, and approaches, goes
beyond package design and corporate identity. This is especially
true when the challenge is to take a low involvement purchase, and
turn it into a high profit, high impact brand.
Member
Download PDF Presentation (8.9 MB)
The Value of Design in Today’s Business
World
Michael McPherson, Partner & Creative Director, Corey McPherson
Nash
In today’s economy all investments and expenses are being
scrutinized, and measuring the return on investment in design continues
to be priority. This presentation will examine the major questions
involved in assessing the role that design plays within the organization,
and its return on investment. Questions to be addressed include:
Can design ROI be measured? Can you measure “good” design?
How to communicate the overall value of design to the organization
leadership? By being able to demonstrate the overall value of good
design for business, designers and managers can position and leverage
design as a key contributor to organizational success.
Member
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If You Have the Keys To the Kingdom, How Do You
Get To the Right Door?
Harry West, Vice President of Strategy and Innovation, Design
Continuum
Businesses grow if they provide consumer-delighting experiences.
Consumers prefer experiences that are well designed. Designers are
the experts at designing experiences. So why is it such a challenge
to manage design as part of the business? If we can understand how
designers think, their motivation and communication styles, and
at the same time understand how business makes decisions, then we
can create an environment that facilitates good design and helps
design to be part of those business decisions.
Member
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Energizing Your People to be Brand Ambassadors
Thomas Webb, Principal, Monigle Associates, Inc.
A brilliant brand strategy expressed in elegant design won’t
realize its full value unless employees not only understand the
brand, but also embrace it by weaving it into their daily experience
with customers. Your people are the front line delivering on the
brand promise. This presentation will show how to re-energize the
workforce, eliminate cavalier use of brand assets, cut through employee
cynicism, arm employees with effective brand building tools and
transform them into brand ambassadors. Ambassadors who own the brand
by turning the brand promise into a personal, behavioral compass
can drive an organization’s success.
Member
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Anatomy of a Successful Company: Head + Heart
Billie Harber, President, Industrie Brand Partners
Call it EQ/IQ. Or left and right brain. In today’s business
world, the bias is often towards the logical mode of thinking. If
management’s focus is on rational business values, such as
revenue, expenses, market demand, and shareholder expectations,
what role does design play? How can designers help management understand
that design can make a significant contribution to strategy by humanizing
it? Are there tools or processes to aid better understanding of
design? Are there cultural differences that make the design job
easier or harder in different parts of the world? These issues and
others will be examined through selected case studies and results
of a pre-conference survey.
Member
Download PDF Presentation (1.6 MB)
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