Professional Documents
Culture Documents
Enviro
mental
branding through
Design thinking
a process book
environmental branding
through design thinking
r e s e a r c h e d a n d p r e pa r e d b y K i m m i e l o c k e t t
F i n a l P r o j e c t s u b m i t t e d t o t h e fa c u lt y o f t h e D e s i g n M a n a g e m e n t P r o g r a m at t h e S ava n n a h C o l l e g e o f A r t a n d D e s i g n
o n N o v e m b e r 1 9 , 2 0 1 5 i n pa r t i a l f u l f i l l m e n t o f t h e r e q u i r e m e n t s f o r t h e d e g r e e o f M a s t e r o f A r t s i n D e s i g n M a n a g e m e n t.
introduction
The field of Design Management is a modality for value creation, through which
problems are distended in the process of creative problem solving. This study was
conducted to address the circulatory process of communication between a brand and
their consumer by way of environmental design. The objective of this study is to create
methods for approaching this communication, business, and design challenge. By
understanding where indirect communication occurs -- i.e. through color theory, way
finding, symbolism and association -- brand representatives in decision-making roles
are able to build environments that speak to their audience. By acknowledging the
relationship between matter and meaning, a brand message is more effectively diffused
and identified through the calculated curation of ambient, visual, and layout design.
dedication
This work is dedicated to my mother, whose strength and creativity
inspires and challenges me every day.
acknowledgements
I would like to acknowledge Bill Lee, chair of Design Managament, for
always putting students success and wellbeing at the top of his agenda.
I would like to thank Regina Rowland, who facilitated this project, challenged
us, and made us better designers. I would also like to thank Sara Johnson,
who taught me the process of design research and cultivated my capacity
for analysis. Lastly, I would also like to recognize my peers, who have
created a culture of collaboration, support, and all-around good vibes.
table of contents
project framing
13
subject of study
14
problem statement
14
research methodology
38
Target audience
15
40
purpose of project
15
research protocols
42
scope of project
16
Research activities
43
sigificance of study
18
44
interviews at a glance
46
47
project positioning 21
Case studies 48
opportunity statement
22
competitors analysis 23
zag steps 25
value proposition
34
onliness statement
34
56
37
design opportunities
& criteria. reframing
Opportunities for design
61
97
Conclusions 98
62
Recommendations 99
design criteria 66
reframing 69
references
Prototype development 71
& Testing
preliminary concepts
72
concept design 75
concept testing findings
& prototypes
76
100
academic references
100
Buzz-review sources
102
Figures
103
apendices
105
Appendix A: Timeline
106
Appendix b: signed
108
consent forms
85
Appendix C: Survey
110
Results
Appendix D: Interview
an environmental design
toolkit
86
94
implementation plan
95
in progress
112
project
framing
Subject of Study
In this study, the Design Thinking approach was applied to branding by unearthing
design opportunities for achieving brand resonance within a service environment.
Problem statement
When a physical space is the primary connection between a business and its
customer, it is unavoidable that the consumer will be influenced by the businesss
environmental design (Bitner, 1992). The service industrys business-to-consumer
markets primary interaction with their consumers takes place in a physical
environment. The physical user experience has affects on consumers perceptions,
associations, and behaviors towards a brand. If business owners and their team
do not consider how the service environment (also known as the servicescape) is a
reflection of the brand, brand identity and brand association are misplaced. Wellknown brands are businesses that brand across all user touchpoints, including
designing the experiences and the environments where the service is conducted.
Small to mid-size businesses, comparatively, have issues building brand resonance.
For these businesses, there is the possibility for value creation in the conscious effort
to communicate the intended brand through the settings and visual discourse in their
environmental design.
14
Project framing
target audience
The target audience for this project are the creative directors (or a comparable
position), store designers, and graphic designers of small to medium-sized businesses
within the service industry.
purpose of project
The focus of this project was to present opportunities for communication and branding in
servicescapes by understanding the effects of environmental design on user perception.
Project framing
15
Figure 1
Whole Foods in Savannah. Georgia
scope
of project
The context of this project is set in a service businesss environmental
landscape, involving the staging and arrangement of visual matter
including layout, signage and graphics, ambient details, and interior
design elements.
Communication Design
Design Management
Design Thinking in Business
Servicescape Typology
Environmental Psychology for Design
Visual Communications
Branding
Semiotics
significance of study
The application of Design Thinking to Environmental Branding will create positive effects
for business and branding practices. The inclusion of communication theories in this study
exposes indirect communication affecting the user experience. This study presents an
opportunity for businesses and their users to connect on an emotional and physiological
level using the symbolic and communicative nature of aesthetics.
This project was created for scaling service businesses to explore and subsume methods of
Design Thinking communication design within their servicescape, in the efforts to mediate
between the brand intention, created by the business, and brand association, created by the
user. It is important to understand how an environment is being perceived by the user. The
biggest mistake in communication is assuming it has occurred, (Erwin, 2014). If a business
adopts new organizational processes to improve their communication processes, they will find
that customers have more positive associations and a better understanding of that business.
Fortifying my roles as a Design Strategist and a Communication Designer, conducting
this study is an opportunity for me to illustrate the positive effects communication design
strategies have on growing businesses.
18
Project framing
BUSINESS WORLD
Market evaluation
CONSUMER WORLD
Subconscious desires
Emotional aspirations
Design stimuli
Scientific surveys
Audits
Gut instinct
Brand evaluation
Sensory explorations
Brand validation
Life transforming ideas
Brand strategy
LOGIC
EMOTION
Figure 2
Brandjamming
Adaptation of model by Mac Gobe (Emotional Branding, LLC) on the
Brandjam method to humanize brands (Lockwood, 2009).
Project framing
19
Project
positioning
BRAN
opportunity statement
Service businesses can use their physical spaces to influence positive customer
behavior (Kopec, 2006). There is an opportunity to subsume a more communicative and
affectatious environmental design.
There are strategic design opportunities for creating brand resonance through
environmental cues which require the application of communication theories and practices.
This study was concerned with two stages in communication between a brand and
its users: when the business is subjecting a message (intentionally or unintentionally)
through their aesthetic, environmental design, and when the consumer is experiencing the
environment and creating opinions and associations about the brand or its service. The
Design Thinking quality of this work is used to build communicative elements by adopting a
human-centered approach. There is an opportunity to design an experience or an emotion
through visual communication practices and environmental design choices (Sanders, 2008).
22
Project positioning
NDING STRATEGY
CONCENTRATION ON AESTHETIC DESIGN
competitors analysis
Environmental
Branding
Brand Identity
Design
@ Whitney
Architects
@ Fresh Consulting
Environmental
Branding
User Interaction &
User Experience
Design
@ Gensler
Retail / Brand
Environments
Graphic Design
@ Kahler Slater
@ Lippincott
Brand Activation
Communication
Strategies
@ Lippincott
@ Lippincott
Transforming
Customer
Experiences
@ Prophet
Environmental
Branding
Building Relevant
Brands
Branding &
Positioning
@ Prophet
Consumer
Experience
Strategy
@ Nice Branding
agency
@ Kelton
@ Kelton
The blue stroke identifies the current pattern of branding strategies, which value
a marketing approach to branding and prioritize the digital user experience. In the
service industry, the physical user experience is a prime concern.
Project positioning
23
Environmental
Branding
Brand Identity
Design
@ Whitney
Architects
@ Fresh Consulting
Environmental
Branding
@ Gensler
Environmental
Branding
Retail / Brand
Environments
Graphic Design
@ Kahler Slater
@ Lippincott
Brand Activation
Communication
Strategies
@ Lippincott
@ Lippincott
Transforming
Customer
Experiences
@ Prophet
Environmental
Branding
Building Relevant
Brands
Branding &
Positioning
@ Prophet
Consumer
Experience
Strategy
@ Kelton
24
Project positioning
@ Nice Branding
agency
@ Kelton
Figure 3
Competitors Analysis
zag
steps
25
26
zag, continued
27
zag, continued
a
a
Whats the one thing that makes your brand both different and
compelling?
Surfacing indirect communication and design practices to find
opportunities for environmental modification and design
add details by answering what, how, who, where, when and why
what
how
who
where
when
why
a
a
environmental branding
communication and design management strategies
the service industry
serviescapes- physical spaces
when starting or scaling your business
creating brand resonance results in more positive
brand associations
28
zag, continued
Make a list of all current and planned offerings and brand elements
The ambient and visual matter which contribute to the brand image,
understanding how matter affects meaning
How can you manage the gives and gets so everyones happy?
By understanding that Environmental Branding does not mean
investing in a complete design overhaul; branding your environment
could mean adding, subtracting, or modifying matter so that it is
more appropriately reflective of the intended brand
29
zag, continued
10
30
zag, continued
11
Whats the one true statement you can make about your brand?
It focuses on what affects the human perception and the
user experience
12
How can you align all your communications with your ZAG?
Through business-to-business (B2B) communication and
transactions
31
zag, continued
13
14
What are you selling and how are you selling it?
Selling a method for designing environments for diffusing a brand
message
Map your value proposition against those of your competitors. See which
competitive areas you can entirely avoid.
32
zag, continued
15
16
Branding
Branding
Branding
Branding
for
for
for
for
Servicescapes
Virtual Environments
Offices
Media and Advertising
33
zag, continued
17
How can you stay focused under short-term profit pressure? Avoid C-sickness, contagion, confusion,
contradiction, and complexity, and understand the long-term effects of brand extension.
As previously noted, this work can be broken down or repackaged in a way that continues to be relevant and
helpful; in pieces or as a whole, environmental branding grows from the same roots, identifying symbolism and
association in aesthetics as a form of communication.
value proposition
For business owners and their design team (including but not limited to, graphic
designers, store designers, and creative directors) who want to subject their brand
message through their environmental design.
This is a method for demonstrating brand values through strategic environmental
design choices. We do this by presenting communicative touch-points in a service
businesss physical landscape (servicescape), and by identifying and working with
indicators affecting user perception.
Unlike most Environmental Branding strategies, this takes a Design Thinking
approach to communicating the intended brand to the consumer. By acknowledging
communicative environmental cues that affect how a brand message resonates with
the user, a business can design a user experience that influences brand associations
and consumer behavior.
onliness statement
Our brand is the only brand management strategy that uses Design Thinking to
design the intended consumer experience.
34
Project positioning
Figure 4
Branding (Neumeier, 2007)
Project positioning
35
Research
activities
& synthesis
Figure 5
Starbucks in Ballard, Washington
starbucksmelody.com
research methodology
In addition to significant secondary research, qualitative
contextual research, with an ethnographic lens, as it is
practiced in the design field will be conducted with the goal
of discovering unmet or unexpected needs, opportunities,
and challenges. Through case studies, surveys, and
interviews, this study targets nonverbal communication
in servicescapes-- how leading companies in the service
industry create brand resonance through their environments,
and what design strategies are used to mediate user
perceptions and brand associations.
ss
Bus
ine
Design
Management
c
eu
me
(N
6)
97
,1
(Erwin , 201
4)
20
09
d,
(Le s
(Blomkvist, 2014)
(orth, 2012)
(Sanders, 2008)
ne
r,
bitner, 1981
)
nd
sa
Servicescape
The arrangement of a physical
environment where a service takes
place, (Booms and Bitner, 1981).
Visual
Com
m
u
nic
(Reimer, 2005)
(Wimelius, 2004)
(Tombs, 2003)
(B
0 6)
, 20
Servicescape
ec
Enviro
nm
ent
a
(Bit
)
92
19
o
ati
op
(k
ns
c ho
y
s
P
for design
logy
ter, 1995)
2007)
(Lo
ck
ie r,
Communication
design
E n v i r o n m e n ta l
Psychology for Design
in , 2009)
(E
Br
a
Design Thinking
a rt
Semiotics
Thin
kin
g
(M
(keller, 2001
)
ing
d
n
Design
semiotics
Figure 6
Research Space showing the scope
of secondary research
How
are they
designed for
the user
What is the
servicescape
criteria
Design
Management
methods and
intentions
approaches?
What is the
value
Roles and
practices
in business
environments
What is environmental
design?
What goes
into an
environmental
design
their service
environments
To identify the
effects of a
servicescape
design on
business
What is the
theory of
semiotics?
How is Semiotics
underpinning communication
theories?
How semiotics
are used in
communication
practices
What are
the symbolic
elements in an
environment
What criterion
exists in the
market
How have
other methods
applied to
servicescapes
?
ing
iss
m
be
ht
ig
tm
ha
da
is
th
is
re
he
W
Secondary
research
findings
Secondary
research,
Interviews
Secondary
Research
findings, and
Interview
insights
and/or
surveys
Secondary
research
findings,
results of
interviews
and surveys
To know
how service
businesses
can better
prepare their
servicescapes
Research on
environmental
psychology
and its
application in
design
Secondary
research
findings
To identify
where
semiotics
exist in
environmental
design and
how to use it
strategically
Previous
research
findings
For project
positioning
Branding
stratgeies
week
4
How a
servicescapes
design
influences
consumer
behavior
I could lack
sufficient
research
relating to
environmental
psychology
week
4
The Design
Management
approach to
designing
affectatious
environments
I could lack
sufficient
research
SME in
Service
Design
SME
insights
To identify
where there
are Design
Management
opportunities
to optimize
communication
methods
Secondary
research
Secondary
research, and
Interviews
and/or
surveys
Secondary
research
Academic
research
platforms,
SME expert
in Design
Management
Academic
research
platforms
week
4
Textual analysis
Previous case
studies
environments
Figure 7
Research Question Matrix
ta
ta
da
of
e
yp
?
ed
ne
ed
tt
ha
W
Previous
research
findings
What is Semiotics
wh
f ro a t w
il
m
th l be
is
da lear
ne
ta
?
d
is
to
ed
ne
his
W
kn hy d
ow oe
n? s t
Scope of
typology
fo
un
d?
W
h
co at
t
l
y
l
e
ne
p
ed ctio e o
ed n m f d
a
fo
r t etho ta
his d
? sa
re
W
h
fo o n
rc e
ol ed
lec s
tin to b
g
th e co
is
da ntac
ta
W
? ted
h
e
co n
m w
pl ill
et
ed this
?
be
be
n?
ow
kn
be
to
ds
ee
tn
ha
W
sub
Research
Questions
What is missing
in the B2C
experience
Communication
Strategies
Design
Management
strategies
Secondary
research
findings
Secondary
research
findings,
results of
interviews
and surveys
Secondary
research
Secondary
research, and
Interviews
and/or
surveys
Where
there are
evironmental
and
communication
design
opportunities
to positively
effect
consumer
behavior.
Book store
week
4
How semiotics
are used as a
communication
tool in
environmental
design choices
Secondary
research
week
4
How to
approach the
service industry
with strategic
infomation on
opportunities for
communication
within their
physical spaces
Subject
Matter
Expets
(SME)
Qualitative
data leaves
room for
error or bias
My challenge
will be
specifying
the theory
of semiotics
for research
purposes
Could be
missing
information
vital to
designing
criteria
Research protocols
consent forms
Completed consent forms are located in Appendix B
Figure 8
Research Protocols
42
Interview Questions
survey
Case studies
Applying findings from secondary research and previous
case studies, a content analysis of visual matter, and its
Research Activities
Interviews
Open-ended interviews were conducted with subject matter
experts in the fields of Design Management, Service Design,
and Business. Subject matter expertise in Communication,
Branding, Environmental Psychology for Design, and Design
Thinking was found through secondary research.
secondary research
affinitization process.
43
44
research
3. Observational research synthesized through a
POEMS model.
Figure 9
Content analysis diagram
Content
Analysis
Visual
Patterns
45
interviews at a glance
Open interviews were conducted with subject matter experts in the fields of
Design Management, Service Design, and Business.
DMGT
DESIGN MANAGEMENT
SERV
WITH A STRATEGIC
PERSPECTIVE
Service design creates new forms of augmenting the potential act of people,
A SERVICESCAPE WOULD BE
giving you a way to do what you otherwise cannot do. Service design is used
A LARGER LANDSCAPE
BUS
46
INTEGRATED FASHION
A discipline that promotes the strategic facilitation and management of the design
thinking process for the development of innovative business practices
and offerings.
Design Management us most useful in business when applied toward planning and
strategies. The lateral thinking approach, when properly applied leveraged, can give
organizations a differentiating competitive edge that has the potential of positioning
them (or keeping them) in their industrys lead.
47
48
case study
lululemon
key learnings
activity
This brand of activewear advocates for a balanced and outgoing lifestyle.
Their manifesto is about sweating every day, breathing deeply, drinking
water, and getting outdoors. Their brand values are represented through
their equipment, their graphics, their packaging, and their employees.
Maple
Maple is used to represent body movement. For example, activity calendars
are framed by maple. Maple is often symbolic of balance and generosity.
Community
Lululemon creates a relationship with their community. There are resources
for local yoga classes and running groups. Sometimes, Lululemon stores will
host their own yoga classes. New third-place spaces are being integrated in
Lululemon stores. This creates a sense of community and generates brand
engagement.
49
case study
findings
scenarios
T h e D e ta i l s
Figure 10
Lululemon store in Alberta, Canada.
retail-insider.com
source was used in Case Study research
50
Figure 11
Semantic Differential Map
servicescape
criteria
LULULEMON
STARBUCKS
LOW ENERGY
ambiance
HIGH ENERGY
QUIET
LOUD
MILDY SCENTED
PUNGENT
DARK
BRIGHT
ABSTRACT
signage
+ g r a p h i c s & pa c k a g i n g
GEOMETRIC
NEUTRAL TONES
COLORFUL
D I S P O S A B L E PA C K A G I N G
R E U S A B L E PA C K A G I N G
SIMPLISTIC SIGNAGEA
I L L U S T R AT U V E S I G N A G E
REPRESENTING
B R O A D E R C U LT U R E
REPRESENTING LOCAL
C U LT U R E
DESIGNED AS A
THIRD-PLACE
l ay o u t
WHOLE FOODS
C O M PA R T M E N TA L I Z E D
L AY O U T
O P E N L AY O U T
COMPLEX
E A S Y T O N AV I G AT E
>>
The three service environments were measured within the service criteria:
ambiance, signage, and layout. The degree of each brands environmental
variables within the servicescape criteria contributed to analysis and
drawing connections between environmental qualities and brand messages
51
case study
Starbucks
key learnings
Focus
Starbucks focus is on offering customized, quality coffee. They believe
that a comfortable and visually appealing environment promotes their
product and elicits brand engagement. Their brand values recognize the
role of employees in their brand culture and the importance of sustainable
practices. Starbucks is continually modifying their environments to stay
relative and innovative, while staying consistent in their core values.
work
The layout and ambiance are designed for the behavior setting. Behavior
settings are designed through enablers which create a relationship between
user behavior and environmental settings. Starbucks open layout works
with their use as a third-place space. After purchasing food or beverages,
users will relax, socialize, or most likely work independently.
warmth
At Starbucks, imagery mocks product. There is a sense of storytelling in the
design, and sequence, of visuals. Their visuals are abstract, illustrative, and
in warmer tones. The use of warm tones mocks the color of coffee beans
and creates a warm and casual atmosphere.
52
case study
findings
scenarios
T h e D e ta i l s
The Starbucks experience was once homogeneous;
wherever you were in the world, Starbucks
would offer you that comfortable and recognized
experience. Now Starbucks is mass-producing
diverse coffee shops, giving each location its
own unique, culture-specific experience. Because
todays consumer values relationships and
authenticity, there is a consumer attraction towards
localized experiences. Custom-beverage fans favor
the local coffee shop experience. To compete in
this new consumer market, Starbucks wants every
consumer to feel a distinct experience at their local
Starbucks.and create a my Starbucks dialogue.
Efforts in mass-produced
customization
Figure 12
Starbucks in the Flower District, Amsterdam
retaildesignblog.net
53
case study
Whole Foods
key learnings
Quality
Whole foods prides itself on quality and visually aligns their product to a quality of life. Visual
signage is used to reflect consumer aspirations. In turn, there an emotional bond is created
between the brand and the consumer. Consumers look for brands who share their values.
Whole foods displays images of individuals or families in a state of satisfaction and
wellbeing. At Whole Fools, valuing a higher quality of life translates to a deluxe grocery
shopping experience. Not your typical grocery store, Whole Foods offers a near-dining-out
experience, including wine and cheese, and creates a complimentary ambiance which primes
users to linger, or sit and stay a while.
culture
Whole foods mimics the cultural vim in their store designs. They seek out visuals and
imagery that represents local culture. One way Whole Foods achieves this is to incorporate
locally sourced materials and repurposing culturally relevant equiment. For example, in a
biking-centric city, Whole foods repurposes bike parts as part of their interior design.
home
Flowers are offer a sense of invitation and comfort. Whole Foods uses flowers to prime
their user. The floral section welcomes the you into the store. Floral focal points are
strategically scattered throughout the store. At Whole Foods in Savannah, a floral
arrangement is positioned under a sign that read, Whats cooking, Savannah? The
inclusion of floral details creates a sense of home and the associative qualities of
contentment, peace, and luxury.
54
case study
findings
scenarios
T h e D e ta i l s
Figure 13
The Parlor, in Whole Foods
55
D
OO
W
CASE STUDY
FINDINGS
RT
S SU PP O
T
G VI SU AL
PL EA SI N IC E AN D PR O DU C
TH E SE RV
Figure 14
Mind map of Case Study Findings
56
N
IO
G IT
IN PIT ON
L
E TI
L
TE H R RA
RY UG ST
O
U
ST RO ILL
TH ND
A
OF E
SE AC S
N
L
T
SE -P N
A RD ME
I
N
G
N TH RO
TI
I
EA E IN NV
E
CR AC
L
P
STARBUCKS
WITH A STRONG
FOCUS, USERS
FOCUS IN
ED
FR TO
AM R
E
BO E A PR
DY CT ESE
M IVIT NT
OV Y
O
EM AN R
EN D
T
PL
US
EM
TE
IBU CE
TR
ON BIAN
C
M
S
EE TO A
OY
WHOLE FOODS
LULULEMON
PACKAGING REFLECTS
VALUES
LY H E
UE T
IQ CT
UN LE
IS EF
R
RE O
O T M
ST ED VI
L
H
C IGN RA
EA ES TU
L
D U
C
D Y
SE IT
U S
E ER
AR DIV
S
R E Y
O R IT
H O T
C ST EN
AN RE ID
AL HE ND
SU O RA
VI O C B
T OR
F
RA
TO TING
U
TH SE T OPP
IRD HE OR
T
-P
L A S PA U N I T
CE CE
IE
FA A S S
CIL A
ITY
LY
VE EP
TI E D
C K E
N O G
TI T GA
IS S N
D E E
S AC U
SE SP YO
U
O D
H NE
IG
ES
,
LD
BO ER
E US
AR E
S TH
TIC TO
HE E
ST TIV
AE ELA
R
T
EG
LOCALLY CUSTOMIZED
VISUALS
BU
INT
AN YS
RIB ES CO MP
VIS UA LL DE SC LO CA LLY AN D
AY
ST
TO
S
AL
AB LE
GO
AL LY SU STAIN
EN VIR ON ME NT
E
M FF
C AS OR
U S TS
ST -P
O RO IN
M
IZ DU
AT C
IO ED
N
Design Thinking
paves the way
to approaching
new problems by
studying perceptions,
expectations, and
capabilities
A strong brand
creates appropriate
brand meaning
through associations
Visual and
ambient matter
is non-verbal
communication
through
association
Design Management
mitigates risk with
informed, contextual
decisions
DESIGN
MANAGEMENT
Design gives branding
the language to speak to
its audience
COMMUNICATION
DESIGN
Servicescapes
package the service
through ambiance,
layout, and signage
Design Thinking
and Environmental
Psychology is
driven by
human-centered
design methods
Objects, colors,
and materials have
communicative value
through semiotics
The layout of a
space communicates
the intended
user journey
SERVICESCAPE
Figure 15
Research Findings at a Glance Map
view of secondary research in combination
with primary research findings
Environmental
Psychology is
used to predict,
and design for,
an affective user
experience
Environmental
design for branding
works to attract and
engage the user
Third-place
spaces, used in
servicescapes, are
functional spaces
outside the home
or office
57
research insights
with supporting secondary research or research findings
58
59
Design
Opportunities
& Criteria,
Reframing
insight
how might we
Figure 16
Opportunities for Design Matrix
62
Your visuals are the tour guide of your brand and informs the
user as to what to expect from the service. Visuals are an
emotive experience and should arouse sensations.
insight
Servicescapes are making room for
third-place spaces
how might we
How might we design spaces for users to
engage with the brand outside the product
or service
63
insight
how might we
64
There is an
opportunity to
visualize the brand
intentions with
emotional value to
visually engage
the user
How might we
approach choosing
fixtures and
furniture that are
emblematic
of the brand
How might we
better identify
ourselves in a way
that will attract and
engage the user
Brand Resonance
starts with a clear
brand identity and
works towards
brand engagement
How might we
visually relate to the
target audience
All objects,
such as interior
design elements,
contribute to brand
identity through
visual perceptions
How might we
apply color theory
and semiotics to
support brand
identity
Colors and
materials are
subliminally
symbolic and will
affect brand
identity
Signage and
graphics should
represent the brand
values that mirror
users goals
How might
we use layout
design, including
placement of visual
pillars, to produce
the intended user
experience
There is an
opportunity to
visually express
the intended brand
by understanding
how matter affects
meaning.
How might we
create a positive
user experience to
elicit positive brand
associations
What contributes
to the user
experience
contributes to the
brand message
Employees
contribute to the
ambiance and the
user experience
Opportunity to
design the intended
user experience
through layout and
focal points
How might
we integrate
employees into
the cultural brand
experience
There is an
opportunity to
have employees
be a visual
demonstration of
brand values
HOW MIGHT WE
INIGHTS
There is an
opportunity to design
a reoccurring effect,
rather than using a
brand motif.
How might
we maintain a
consistent image
with different
mediums or
materials
A brand message
is strengthened
when consistently
visualized across
all user
touch points
Pleasing visuals
promote the service
and product
Servicescapes are
making room for
third-place spaces
How might we
design spaces for
users to engage
with the brand
outside the product
or service
A brand must
be continually
modifying to stay
relevant
Visual sequencing
is used to tell a
story
How might we
design a visual
narrative using
graphics and
images
How might we
retain the users
attention
There is an
opportunity to
use artwork for
branding by
eliciting moods
and sensations as
part of the user
experience
There is an
opportunity to
design spaces
where users
engage with the
brand outside
the product
or service.
Figure 17
Opportunities for Design map
65
design criteria
meaningful
Contextual
Delightful
Modes of design
composing your aesthetic text
using materials to mock values
making space for third place amenities
integrate and inspire your users
66
Figure 18
Image of case study analysis
67
Figure 19
Affinitization of Research Insights image
68
reframing
Instead of designing criteria for affective environmental branding, there is an
opportunity to design an engaging modality for arriving at the criteria for design.
The application of Design Thinking processes is an opportunity to design methods
to facilitate the creation of meaningful, contextual, and delightful environments.
Designing Criteria
Designing a Modality
a
a
a
Figure 20
Reframe and Criteria
69
Prototype
Development
& testing
preliminary concepts
A Reference guide
for environmental design choices
Reference guides are designed as a resource for consulting, rather than a reading or a
work with a storyline. Content will consist of environmental design elements and ways of
managing it. In this given example, illumination is an environmental matter and there are
ways of managing illumination so that it works with your space, and its purpose or activity.
concept development logic
Environmental branding is expansive and comprehensive, but it can be broken down into
appropriate slices of information, relative to the business and its project. For this reason, a
reference guide is an approachable way of presenting this information, so that the user can
pick up, put down, or be inspired by the environmental branding opportunities for design.
Figure 21
Preliminary Concept 1
72
More illumination is
needed to highlight color or texture.
A service selling textile, such as retail
or carpet store, might require brighter
lighting. Brighter lighting is used to activate
a setting, giving the effect of energy.
This effect affects the way consumers
behave in the space and what that
says about the brand.
For example:
The exterior facade and entrances are
an opportunity to prime your consumers.
Scent, music, or focal points are used here
to create an expectation for the intended
user experience.
Figure 22
Preliminary Concept 2
73
74
concept design
Purpose behind these concepts is to create meaningful, contextual, delightful environmental designs.
To be meaningful, an environment is emotive and saturated with communicative, symbolic matter. A
contextual environment enables relationships between the brand and its user, staying relevant and
reflective of the market, their locality, and consumer culture. A delightful environment is one where
users want to spent time, having aesthetic value and creating a positive user experience. With a
Design Management approach to branding service environments, three concepts are presented as
a contribution to environmental branding processes, helping businesses achieve brand resonance.
75
A good jumpstart
- several participants
A Reference guide
Figure 24
Prototype Concept 1
76
Figure 25
Concept Testing Concept 1
Urban Outfitters, Savannah, GA
good thing to
reference back to
as a good starting
point, this works in the
preparation stages
from a design
thinking perspective,
this is missing the
conditions for doing
versus processing
and reacting to
information
77
78
Figure 26
Prototype Concept 2
Figure 26
Concept Testing Concept 2
Ann Taylor Loft, Savannah, GA
suggestions to
see this digitally,
feeling that it will
give it the flexibility to
be adapted to suit a
particular task.
works to hold
people accountable
for maintaining brand
identity, challenging their
ability to take notice,
pay attention.
most integrable
with current materials,
such as established
visual brand directives
From a Design
Thinking perspective,
this works as a whole
or it can be carved into
relevant steps
works by
connecting individual
store plans to corporate
store plans
79
80
Figure 29
Concept Testing Concept 3
Ann Taylor Loft, Savannah, GA
this is a good
activity for new staff
members to participate in
to absorb and reflect on
the brand culture.
this is a good
exercise to make sure
everyones on the same
page, maintaining brand
identity from the
top down
from a design
thinking perspective,
there is no growth
potential in this idea,
it is static in that
it could become
irrelevant
81
The Spatial Orbit is an environmental design tool for affective design, considering how
the user will experience and understand a brand based on their spatial journey
82
Figure 30
Refined Concept 2
83
Final design
to Market
a n e n v i r o n m e n ta l
design toolkit
e n v i r o n m e n ta l d e s i g n c a n va s
u s e r - b u s i n e s s e m pat h y m a p
b e h av i o r s e t t n g s w o r k s h e e t
p s y c h o l o g i c a l e ff e c t s o f
color: a color wheel
s pat i a l o r b i t o f e n v i r o n m e n ta l
design touchpoints
user journey map
f l o o r s e t / l ay o u t m a p
Figure 31
Final Concept Map
ENVIRO
MENTAL
A TOOLKIT FOR
BRANDING
THROUGH DESIGN THINKING
PURPOSE
WHATS INSIDE
T O U S E A S A R E S O U R C E F O R D E S I G N I N G A N D B R A N D I N G A S E R V I C E E N V I R O N M E N T. T H E
C O M B I N AT I O N O F M AT E R I A L S S E R V E S A S A D E S I G N T H I N K I N G T O O L K I T I N A D D I T I O N T O C U R R E N T
FLOORSET DIRECTIVES, STYLE GUIDES, AND BRAND MANUALS. THESE TOOLS ARE USED IN THE
E N V I R O N M E N TA L D E S I G N M A N A G E M E N T C A N VA S
S PAT I A L O R B I T O F E N V I R O N M E N TA L D E S I G N T O U C H P O I N T S : A D E S I G N D I R E C T I V E
I N S E R T Y O U R L AY O U T O R F L O O R S E T M A P H E R E
P R O C E S S O F P R E PA R AT I O N , M O D I F I C AT I O N , A N D R E F L E C T I O N . C O N T E N T S A R E A L S O E F F E C T I V E A S
A C O M M U N I C AT I O N T O O L F O R D E C O D I N G I N F O R M AT I O N A N D D E S I G N S T R AT E G Y W I T H A T E A M .
Figure 32
Introduction to Final Concept
S pat i a l O r b i t o f e n v i r o n m e n ta l
design touchpoints
Figure 33
Spatial Orbit of Environmental Design Touchpoints
touchpoints
Figure 34
The elements of the Spatial Orbit of Environmental Design Touchpoints
in context
colors
Figure 35
The elements of the Psychological effects of Color: a Color Wheel
in context
p s y c h o l o g i c a l e ff e c t s o f c o l o r :
A color wheel
Figure 36
User Journe Map
!".0$6'*&$0"*$,'2.,$2(,0()*$8*0$*92%0*6$.4'(0+
EMPATHY MAP
"'!$!%,,$#'($-./*$0"%&$1,.2*$2'-3')0.4,*5$&'2%.4,*+
)*+,%-.%,*#/%,*'(0%1%2##3%
+&.!,%,*#%&$+(-
,%&0$#'()$-.0*)%.,&
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6*&2)%4*$!".0$#'()$(&*)&$:.,(*
$0*90()*&5$-*0.,&5$2',')&5$*02;
)*+,%-.%,*#/%"##
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*7:%)'7-*70.,$6*&%87$-.7.8*-*70$
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$)!"#$%&'()*"++&,-)&*)+#")$..&$,/")!"+0"",)*'/&$.)(".$+&',*#&1*)
$,2)",%&(',3",+$.)3$++"(4)+#&*)&*)3$,$-"2)+#('5-#)!"#$%&'($.)
*"++&,-)/#$..",-"*)
user-business
e n v i r o n m e n ta l d e s i g n
e m pat h y m a p
c a n va s
/',+('.6)0#&/#)&*)+#")$!&.&+7)+')$88"/+)+#")",%&(',3",+$.)"%",+4
+#"(")&*)+#")'11'(+5,&+7)+')2"*&-,)",%&(',3",+*)+#$+)&,8.5",/")
&,+",2"2)!"#$%&'(*)$,2)$**'/&$+&',*)+'0$(2*)+#$+)!($,2)!$*"2)
',)+#")5*"()"91"(&",/"4)!"#$%&'()*"++&,-*)$..'0)8'()+#")2"*&-,"2)
"88"/+)!"+0"",)+#")",%&(',3",+)$,2)$)1$(+&/5.$()!"#$%&'(4)
!"#$%&'()*"++&,-*)$(")3'+&%$+&',$.)
$)!"#$%&'()*"++&,-6)$*)$)1($/+&/")&,)",%&(',3",+$.)2"*&-,6)&*),'+)1"(3$,",+)
$,2)*#'5.2)!")("%&*&+"2)$,2)&8),"/"**$(7)("%&*"2)!$*"2)',)5*"()3'+&%$+&',*4)
",%&(',3",+$.)/5"*)&,8.5",/")5*"()!"#$%&'(*::)+#"*")!"#$%&'(*)"3"(-")8('3)
+#")5*"(;*)$**'/&$+&',)!"+0"",)+#")",%&(',3",+)$,2)+#"&()3'+&%$+&',*4)0#",)
2"8&,&,-)$,2)2"*&-,&,-)8'()!"#$%&'()*"++&,-*6)$)!5*&,"**)0&..)/',*&2"()0#$+)
+#"&()!($,2)&,+",+&',*)$("6)0#$+)5*"()3'+&%$+&',*)2(&%")!5*&,"**6)$,2)#'0)
Behavior settings
+#$+)&*)/'335,&/$+"2)+#('5-#)+#"&()*"++&,-*4))
worksheet
+')2"8&,")<)/'335,&/$+")0&+#)7'5()+"$3=
!($,2)&,+",+&',*)
0#$+)>&,2)'8)0'(>)$,2)0#$+)>&,2)'8)&3$-")*#'5.2)5*"(*)
5,2"(*+$,2)$!'5+)+#")!($,2?)
*"++&,-)/#$..",-")
0#$+)>&,2)'8)*"++&,-)&*)2"*&("2?)
8'()0#$+)("$*',*)*#'5.2)+#")5*"()",-$-")0&+#)+#")!($,2?
",%&(',3",+$.)2"*&-,)'11'(+5,&+&"*)
2"*&-,)'11'(+5,&+&"*)
#'0)/$,)+#&*)*"++&,-)!")$//'31.&*#"2?)
/',*&2"().&-#+&,-6)%&*5$.*6)$,2)"@5&13",+4)
"9$31.")*/",$(&')
&,+",+&',=)$)8&,")2&,&,-)"91"(&",/")+#$+)&*)$11('$/#"!.")$,2)8$3&.7:8(&",2.74
Figure 37
User-Business Empathy Map
/#$..",-"=)$)("*+$5($,+)0'5.2).&>")+')"91$,2)+#"&()!5*&,"**)$,2)1'*&+&',)
+#"3*".%"*6)0&+#&,)+#").'/$.)3$(>"+6)$*)$)2"*+&,$+&',)8'()*1"/&$.)'//$*&',*4)
2"*&-,)'11'(+5,&+7=)#'0)3&-#+)$)("*+$5($,+)!")2"*&-,"2)+')8"".).&>")$
*1"/&$.:'//$**&',)+71")'8)1.$/"?)
Figure 39
Behavior Settings Worksheet
Figure 38
Environmental Design Canvas
Key Partners
Key Activities
Value Propositions
Design Research
Sponsors
Add
Text
Here
workshops &
consulting
Design Publications
www.businessmodelgeneration.com
Design &
publishing
Customer Relationships
Design Thinking
Brand resonance
Engaging in
collaborative
opportunities &
partnerships
Key Resources
Scaling businesses
^
being a
subscription
resource
Channels
Store designers
knowledge and
resources to scale
and improve business
Other Design
Strategists
Customer Segments
Visual Merchandisers
Website,
partner sites
+
publications
enhancing
communication
Business owners
Cost Structure
Research
Revenue Streams
Design +
Production
Print + distribution
Consulting
Workshops
Figure 40
Business Model Canvas for Environmental
Branding through Design Thinking
94
TO USE THIS
TEMPLATE:
Visit and click
'Use this template'
https://docs.
google.
com/a/weboo.
biz/previewtempla
te?
id=102mOZQmM
xs0CslmNsPZ5K
CNQwAIh9rh4ba
YgT0VWNAA&mo
de=public
'
Implementation plan
Create website
This website will be used as a
resource for Design Thinking tools
and information relating to practice
of Branding Service Environments.
strategic activities
Research
Design & production
Print & distribution
Download or order
The toolkit is offered on the
site: it can be ordered or it can
be downloaded and
printed independently.
engage Visitors
Store designers, Visual
Merchandisers, and Business
Owners will visit this site in the
search for material to think through
their project. Maybe they know
about the value of Design Thinking
and searched for tools to adopt
Design Thinking into their design
process. Or, maybe they are
looking for project planning material
to use with their design team.
Collaborate
By collaborating with other
industry professionals in diverse
specialties, there is an opportunity
to acquire new knowledge and
expand the brand and its work.
Those whom are collaborated with
in turn become advocates of the
brand--a valuable contribution to
the diffusion of this work.
subscription resource
Customer relationships are made
when users subscribe to be
updated on new Environmental
Branding research and Design
Thinking tools and offerings. This
works to diffuse the adoption of
Design Thinking habits within
this market.
Workshop
Building projects and facilitating
the Design Thinking process
using the methods my brand has
supported will work to promote
and diffuse the work. Workshops
can calso be conducted as
collaborative projects.
Figure 41
Implementation Plan Matrix
95
conclusions
& Recs
conclusions
the intention
The intention for this study was to present Environmental Branding through the lens of Design Thinking. The
human-centered scope of this work exists in user psychology, how users interpret their environements, and
what effects that has on brand identity. The Design Managament project intention was to to design for the
effects of indirect communication existing in environmental design choices.
the Research
Research was conducted on ways to brand environments, focusing on the associative qualities of an
environment that inform the consumer about the brand. The theory of semiotics, environmental psychology,
communication design, and the servicescape typology all contributed to shaping opportunities for
communicating a brand to its audience. To follow was the intention to infuse the practice of Environmental
Branding with Design Thinking. Interviews and Surveys in Design Management with secondary research in
Design Thinking lead to inights on how Design Thinking can enhance this method of branding. There was an
opportunity to impress the Design Thinking process by creating a system for facilitating the process.
the design
The offering creates the conditions for Design Thinking in the process of Environmental Branding. The offering,
a design toolkit, is intended to be used in addition to current brand-specific design (i.e., layout, floorset, visual)
directives. By activating Design Thinking practices into current environmental design processes, users will
dilate possibilities and opportunities for design.
98
c o n c l u s i o n s & r e c o m m e n d at i o n s
recommendations
play with it
The process of Design Thinking involves exploration, experimentation, and discovery. This
toolkit is flexible and can be manipulated to fit the needs of a project. Individual elements
can be sequenced and scaled to suit the project. For example, the canvas can be scaled
ad posted on a working wall for visual or collaborative intentions. If the user downloads
the toolkit, they can digitally write the content on pages, such as the behavior settings
worksheet, or print it out to fill in as a team. Play with it: the toolkit was designed to
explore ideas and challenges, and asses opportunities.
Communicate with it
This toolkit can be used to cohere a vision with a plan of execution. For leaders and
decision-makers, the toolkit can be used to demonstrate plans and expectations
for environmental design. In a visual an organized manner leaders can, for example,
communicate layout and wayfinding strategies, and visual and ambient standards.
Collaborate with it
In a teamwork setting, the toolkit is a platform for collaboration. Teams can use this as a
method for recording and synthesizing ideas. A team may apply this to their methods in
the phase of brainstorming, planning or designing.
c o n c l u s i o n s & r e c o m m e n d at i o n s
99
references
acamdemic references
Booms, B. H., & M. J. Bitner (1981). Marketing Strategies and Organisation Structures
for Service Firms. Marketing of Services.
In this work, Booms and Bitner introduced the concept of Servicescape. This concept,
first introduced as a marketing strategy, is the context in which this research lies.
Erwin, K. (2014). Communicating the new: Methods to shape and accelerate innovation.
Hoboken, New Jersey: John Wiley & Sons,.
This book will offer my research ways to integrate communication into business
practices. This book is important to Communication Design and Design Management
strategies.
Keller, K. (2001). Building customer-based brand equity : A blueprint for creating strong
brands. Marketing Science Institute, 01(107), 1-31.
Strong brand create brand resonance through brand equity, which is the value given to
a brand based on the associations to the brand. This study identify ways of mediating
associations with a brand so that the intended brand associations resonate with the
user. The approach to mediating brand associations is a central theme to my project,
additionally, this study synthesizes key branding terminology necessary for this study.
Kopec, D. (2006). Environmental Psychology for Design (2nd ed.). New York: Fairchild.
This book is a thorough presentation of how carefully an environmental is designed
based on intended experiences, sensations, and associations. This book covers topics
such as: how the organization of environmental elements affect user behavior; where
symbolism takes place in environmental designs.
Reimer, A., & Kuehn, R. (2005). The impact of servicescape on quality perception.
European Journal of Marketing, 785-808. Retrieved April 1, 2015, from
http://www.emeraldinsight.com/doi/abs/10.1108/03090560510601761
This research presents the importance, and the effects, of a servicescape on consumer
perception. This journal supports my projects intention to prove how considering your
servicescape is productive to business performance, as the associations made with
that business.
Martin, R. (2009). The Design of Business: Why design thinking is the next competitive
advantage. Boston, Mass.: Harvard Business Press.
I am using this source to support the integration of design and design thinking as a
strategy for improving business performance.
Sanders, E., & Stappers, P. (2008). Co-creation and the new landscapes of design,
CoDesign. CoDesign:International Journal of CoCreation in Design and the
Orth, U., Heinrich, F., & Malkewitz, K. (2012). Servicescape interior design and
consumers personality impressions. Journal of Services Marketing, 194-203.
Retrieved April 1, 2015, from http://www.emeraldinsight.com/
This research offers insights on the elements that make up a servicescape and how
associations are made with these elements. This is one of several sources I have added
to my research to specify servicescape in context with my project.
Arts, 5-18. Retrieved September 8,2015, from
http://www.tandfonline.com/loi/ncdn20.
This study is about how co-design and co-creation are new design strategies for usercentered design problems, which have become too vast and too knowledge-intensive
to approach without collective creativity. This study works for my project because of
the information about service design and user-centered design.
com/1779611/how-whole-foods primes-you-shop
http://www.starbucks.com/coffeehouse/store-design
Lululemons Innovative New Store Design. (2014, December 10). Retrieved September 1, 2015,
Five Design Tricks Starbucks Uses to Seduce You. (2015, May 14). Retrieved
cb795501-522d-4914-af55-13e6defb78dd
Can Starbucks Make 23,000 Coffee Shops Feel Unique? (2014, August 18).
Marati, J. (2012, September 28). Behind the Label: The Ideologies Behind The
http://www.huffingtonpost.com/jessica-marati/behind-the-label-the-
starbucks-secrets-to-make-every-store-feel-unique
McAndrew, B. (2015, April 14). LULULEMON GOES BEYOND THE IN-STORE EXPERIENCE.
Case Study: The Starbucks Come Back story: Losing their focus, only to regain it.
from http://beloved-brands.com/2014/09/17/case-study-starbucks/
from http://www.retail-insider.com/retail-insider/2014/12/lululemon
beyond-store-experience/
Park, M. (2014, October 30). How to Buy Food: The Psychology of the Supermarket - Bon
how-to/article/supermarket-psychology
http://www.wholefoodsmarket.com/mission-values/core-values
Sports Retail Design Blog. (2013, July 7). Retrieved September 1, 2015, from http://
Groeber, J. (2013, August 12). Whole Detroit. Retrieved September 1, 2015, from
http://www. designretailonline.com/displayanddesignideas/magazine/Whole
brothers-dressler-toronto/
Detroit-10039.shtml
retaildesignblog.net/2013/07/07/lululemon-yorkdale-store-by-quadrangle-architects-
http://www.lululemon.com/about/manifesto
from http://www.forbes.com/sites/hbsworkingknowledge/2014/08/25
Whole Foods Designer As Sick of Barn Wood as You Are. (2015, May 8). Retrieved September 1,
starbucks-reinvented/ideo_b_1922768.html
sick-of-barn-wood-as-you-are.php
list of figures
Figure 1
Whole Foods in Savannah. Georgia
p. 16
Figure 2
Brandjamming
Adaptation of model by Mac Gobe (Emotional
Branding, LLC) on the Brandjam method to
humanize brands (Lockwood, 2009).
p. 19
Figure 3
Competitors Analysis
Figure 4
Branding (Neumeier, 2007)
Figure 5
Starbucks in Ballard, Washington
starbucksmelody.com
Figure 6
Research Space showing the scope
of secondary research
Figure 7
Research Question Matrix
Figure 8
Research Protocols
Figure 9
Content analysis diagram
Figure 10
Lululemon store in Alberta, Canada.
retail-insider.com
Figure 11
Semantic Differential Map
Showing the semantic differences
p. 45
Figure 18
Image of case study analysis
p. 67
p. 50
Figure 19
Affinitization of Research
Insights image
p. 68
Figure 20
Reframe and Criteria
p. 69
Figure 21
Preliminary Concept 1
p. 72
Figure 22
Preliminary Concept 2
p. 73
Figure 23
Preliminary Concept 3
p. 74
Figure 24
Prototype Concept 1
p. 76
Figure 25
Concept Testing Concept 1
p. 77
Figure 26
Prototype Concept 2
p. 78
Figure 27
Concept Testing Concept 2
p. 79
p. 51
p. 23, 24
p. 35
Figure 12
Starbucks in the Flower District, Amsterdam
retaildesignblog.net
p. 53
Figure 13
The Parlor, in Whole Foods
p. 55
p. 38
Figure 14
Mind map of Case Study Findings
p. 39
p. 41
p. 42
Figure 15
Research Findings at a Glance Map
Figure 16
Opportunities for Design Matrix
Figure 17
Opportunities for Design map
p. 56
p. 57
p. 62
p. 65
Figure 28
Prototype Concept 3
Figure 29
Concept Testing Concept 3
Figure 30
Refined concept 2
Figure 31
Final Concept Map
Figure 32
Introduction to Final Concept
Figure 33
Spatial Orbit of Environmental
Design Touchpoints
Figure 34
The elements of the Spatial Orbit of
Environmental Design Touchpoints
p. 80
p. 81
p. 83
p. 86
p. 87
p. 88
p. 89
Figure 35
The elements of the Psychological
effects of Color: a Color Wheel
p. 90
Figure 36
User Journey Map
p. 92
Figure 37
User-Business Empathy Map
p. 93
Figure 38
Environmental Design Canvas
p. 93
Figure 39
Behavior Settings Worksheet
p. 93
Figure 40
Business Model Canvas for Environmental
Branding through Design Thinking
p. 94
Figure 41
Implementation Plan Matrix
p. 95
appendices
Appendix A: Timeline
Appendix b: Signed Consent Forms
Appendix c: Interview Questions and/or Survey Questions
Appendix d: Transcriptions
Appendix e: Working Wall in Progress (week by week)
APPENDIX A
REFRAMING
PROJECT POSITIONING
PRIMARY RESEARCH
PROJECT PLANNING
WEEK 1
WEEK 2
DESIGN CRITERIA
& OPPORTUNITIES
RESEARCH SYNTHESIS
SECONDARY RESEARCH
WEEK 3
WEEK 4
WEEK 5
Timeline
WEEK 6
WEEK 7
FINAL DESIGN
TO MARKET
WEEK 8
RECOMMENDATIONS
WEEK 9
WEEK 10
APPENDIX B
APPENDIX C
What is Design Management?
>> Weaving creativity & business into the perfect combination of
skillsets that lead to a cohesive and holistic approach to
complex problem solving
>> Design Management is the combination of design and business
to create an ntersectional innovation space
>> Design Management is the application and practice of design
thinking processes, with the goal of uncovering opportunities
for solving user needs and fostering the successful
diffusion of innovations.
>> A discipline that promotes the strategic facilitation and
management of the design thinking process for the
development of innovative business practices and offerings.
>> The application of human-centered design solutions derived
from design methods and analytical processe
survey questions
& results
>> DMGTers are creative leaders who apply design thinking methodology to
facilitate continuous design driven innovation
>> Designing for creativity and innovation in the workplace
>> Design Management is used at all levels of business, even if they are not aware
of it. If small teams, upper level management, and the executive suite between
departments for collaboration between departments for innovation and
incorporate the design process & thinking, they are design managing.
>> There is no specific design, but tools that can be utilized for specific situations.
The over-arching concept would have to be human-centered design.
>> The Design Management approach can be summed up into two main pillars:
1. Human-centered approach: there are two ways to build strategy- via
numbers, figures and statements, through which youd have to find a way to
convince people to conform to the strategy; or, via people and their needs
first. In this way, the people will naturally fit into the plan, and because they
have wallets, the numbers will take care of themselves.
2. Innovation thinking approach: this approach, which works in tandem with
the HCD approach, is the belief that innovation will not happen by repeating the
reliable results from the past, be it internally or with competitors. In this
approach, the design manager takes great care to balance the reliable
backbone that will make a strategy possible to implement with the valid
assumptions (insights) that have yet to be attempted, but make sense when the
landscape is looked at through a holistic lens.
APPENDIX D
interview Questions
& transcriptions
SERV
Mauricio Manhaes
Professor of
Service Design
DMGT
Tom Hardy
Professor of
design management
BUS
Michael Goodman
professor of
business design
APPENDIX E
ORIGINAL MODELS
POEMS MODEL
RESEARCH INSIGHTS