The Design Imperative The Art and Science of Design Management

This book examines how to optimize design management processes in order to produce innovation within organizations. It first looks at how to harvest a culture of design and then examines topics specific to product and service design. Individual chapt

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Steven Chen

The Design Imperative The Art and Science of Design Management

Steven Chen Department of Marketing Mihaylo College of Business and Economics California State University Fullerton, CA, USA

ISBN 978-3-319-78567-7    ISBN 978-3-319-78568-4 (eBook) Library of Congress Control Number: 2018942223 © The Editor(s) (if applicable) and The Author(s) 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover credit: azerberber/iStock/Getty Printed on acid-free paper This Palgrave Macmillan imprint is published by the registered company Springer International Publishing AG part of Springer Nature. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland


1 Introduction: The Design Imperative   1 2 Harvesting a Culture of Design: A Review of Organizational Design Research  13 3 Product Design Research: A Review  37 4 The Design Studio Approach  55 5 To Develop a Design Language (or Not)  71 6 Design Teams Versus the Lone Designer  87 7 The Open Office: Google and the Modern Penitentiary 101 8 Design Thinking Approaches 111 9 The Product Life Cycle and Product Design 123 10 Designing Extraordinary Service Experiences 143


vi  Contents

11 Design and Global Culture 171 12 Product Design Analytics 205 13 Conclusion: The Keys to Successful Design 215 Index 227

List of Figures

Fig. 2.1 Fig. 4.1 Fig. 9.1 Fig. 9.2 Fig. 12.1

A framework for harvesting a culture of design Toolkit: The 50+ consumer and bicycling The product life cycle Ansoff’s growth matrix Alexo knife designs with product design scores from a non-segmented sample Fig. 12.2 Alexo knife designs with product design scores for high-CVPA consumers

16 64 126 134 206 212


List of Tables

Table 2.1 Table 3.1 Table 10.1 Table 10.2 Table 11.1 Table 11.2