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The Design in Business Framework

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The Design in Business Framework: A platform of mutual understanding and inspiration between designers and managers



Marianne STORGAARD, Christensen RIND, Susanne JENSEN and Pia STORVANG


In the on-going debate about whether and how the value of design in

business can and should be measured there is an almost classic clash of

perspectives between management and design. Most models measuring

design are generated in a design perspective reflecting the aim to sell design

deliverables to business and regarding the main challenge to be design

immaturity and design illiteracy among business managers. This entails a

focus on organizational (in)-capabilities and less concern about the concrete

design competences, which are often only vaguely defined. As a response to

that, we take departure in a management perspective, which focuses on the

need for clear-cut explications of design competences and deliverables. We

first develop a model outlining four basic categories of design competences,

and based on that, we propose a “design in business framework” to be a

platform for mutual interdisciplinary understanding of where and how design

is perceived to bring value to businesses.



PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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