Managing the Design Process
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5 mins
Managing the Design Process
Design Thinking & Pre-Design Preparation :
Design, at its core, can be described as a practical — and preferably impactful — approach to problem solving. Broadly speaking, it operates across disciplines such as industrial design and service design, where designers contribute solutions to user and client challenges.
As Herbert Simon once stated: “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones.”
The Evolution of Design Management
Design process management began to take shape globally in the second half of the 20th century. Prior to the 1960s, design management was largely perceived as the supervision of aesthetic elements tied to products and corporate identity. Between the 1960s and 1970s, the focus shifted toward simplifying design functions to ensure more reliable outcomes, supported by quality control mechanisms, checklists, and structured tools.
By the 1980s and 1990s, as the strategic value of design managers and creative directors became clearer, design management gained higher visibility and influence. Design was no longer an isolated visual function; it became embedded alongside production and marketing at the highest organizational levels.
From the early 2000s to today, both design thinking and design management have undergone another transformation. Design has evolved into a proactive strategic tool — no longer merely responding to market needs, but actively shaping innovation and leading markets forward.
Core Areas of Design Management
Design is fundamentally a problem-solving discipline, and managing this process requires the same level of rigor as the design work itself. The most common areas include:
Product Design
Overseeing product development and launch processes while ensuring seamless collaboration between teams. A user-centric, interface-driven mindset is a key advantage here.
Brand Design
Defining, developing, and maintaining brand touchpoints to create trust and coherence across all customer interactions — the foundation of brand management.
Service Design
An increasingly vital field driven by product-service hybrids, requiring a strong customer-experience and user-centered approach.
Business Design
A growing discipline focused on designing internal organizational structures for efficiency and effectiveness. Success here depends heavily on persuasion and strategic clarity.
Engineering Design
Concerned primarily with technological outputs — from production systems to digital applications — and closely tied to technical innovation.
Why Design Management Matters
Design management plays a critical role because differentiation and usability are central to competitive advantage. When managed effectively, design elevates organizations across multiple dimensions:
• Internal Processes
Well-managed workflows reduce inefficiencies and hidden costs, even when these issues are invisible to customers.
• Learning & Growth
Design knowledge fuels continuous improvement, supporting strategic integration and skill development across teams.
• Customer & Brand Relationships
Design-driven relevance strengthens positioning and differentiation, keeping brands meaningful over time.
• Financial Impact
Design activities build measurable value, increasing market worth while reducing operational costs.
Preparing Before Design Begins
After this rather formal introduction, the more engaging part begins: preparation before design. Years ago, during a panel discussion where Adobe representatives were speakers, I asked a simple but powerful question:
“What should be done before the design process actually starts?”
The diversity and depth of responses from the panel made a lasting impression. Whether you are just beginning your design career or consider yourself experienced, you quickly realize that design is a continuous struggle — one that becomes more meaningful with the right tools, inspiring references, and a mindset prepared for the journey.
Below are distilled insights from six designers on how they prepare for this challenge.
Stefanie Wingenfeld — Know Your Craft
Ask yourself how you can contribute meaningfully to the design world. What is the nature of your work, and what unique strength do you bring to it? Avoid imitation. Do what you genuinely find enjoyable — because people already live in a serious world, and your work can become a space where they both learn and enjoy.
Menna Abd El-Moniem — Own a Singular Vision
When you create work according to how you truly believe it should exist, progress becomes inevitable. Each project is a stepping stone to the next, guiding your evolution. Time invested in production should always move you forward.
Diletta De Marco — Be Versatile
Stay relaxed — or create a space that allows you to reset. A designer should be as versatile as a Swiss army knife, and that versatility only emerges from a clear, rested mind. Repetition leads to predictability, and predictability is the enemy of originality.
Sanae Ekaki — Develop Your Skills
No matter the profession, growth is essential. If you cannot find time to improve your skills, your workflow needs restructuring. Without growth, designers risk falling into repetitive cycles that limit both creativity and impact.
Gabriel Eich — Follow Your Heart
“At the end of the day, none of us truly knows what we’ve achieved — only how fulfilled we feel,” he says. Acting with intuition and emotional honesty often aligns everything else. Most designers carry a quiet sense of melancholy; embracing it can be a strength.
Nil Brands — Let Go of Entitlement
Especially for those early in their careers: forget how long you’ve studied or how good you believe you are. Your most recent work defines you. Let go of what you think you’re entitled to — growth begins with humility.
Closing Thought
Design is not merely about tools, trends, or aesthetics. It is about awareness, preparation, and the courage to evolve. Managing the design process is ultimately about managing yourself — your focus, your discipline, and your willingness to learn before you create.
