Design as Management

A design should be judged by its practice in order not to be fooled by its theory.

Western markets have nearly reached complete standardization and organization. A standard to that extent where forecasts can be made by skillfully contemplating the long graph of its history. Industry experts can actually predict the trends, objects and even the type of models that the industry would need not only for the coming season, but for the entire decade.

Having said that, Indian market context is drastically different. This is so because unlike western world, Indian retail is almost 90% unorganized. By unorganized, we mean those sales that are not legally recorded through a bill. A Road-side tapri, Fruit vendors on ‘thela’, mom-and-pop Kirana stores near you all fall under the unorganized sector.

Design is rapidly becoming the key to differentiation, premium realization and positioning. Now irrespective of weather you are market player in either of the two sectors, today design has moved from engagement model for customers to how to retain that engagement. Just think, all those among us who live in cosmopolitan cities in flat culture, do we really go to kirana store in the local market? Or we choose to go to the nearby supermarket ?

The reason to not go to Kirana store is not its location or distance from your place, but the fact that a supermarket gives you a better experience for less or same expenditure. This shift in engagement models is actually very important because there are so many choices in the market that engaging the customer on a constant basis is extremely difficult. So Design Management helps to make a design successful and at the same time sustain in the competitive market as a creative professional. One of the courses offered by the National Institute of Design (NID)- Strategic Design Management. These students are future professionals who make the companies understand that “If they are worried about the cost investment in getting things designed, they should look at the costs involved in bad design through strategic design interventions in processes”.

With multiple choices today, comes a paradox. A “Paradox of Choice”. Instead of increasing our capacity to make decision, a high number of choices can often lead to frustration and anxiety.

I call this ANALYSIS PARALYSIS.

Think about it…

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