Investigation of a Role-based Design Performance Measurement Matrix for Improving Design during a Design Process

Size: px

Start display at page:

Download "Investigation of a Role-based Design Performance Measurement Matrix for Improving Design during a Design Process"

Bernard Elliott
8 years ago
Views:

1 Investigation of a Role-based Design Performance Measurement Matrix for Improving Design during a Design Process Dr Yuanyuan Yin Winchester School of Art, University of Southampton 1st Cambridge Academic Design Management Conference 7-8 September 2011 Dr Sheng Feng Qin, Dr Ray Holland School of Engineering and Design, Brunel University

2 Contents 01 Introduction 02 Research Aim & Key Questions 03 Methodology 04 Findings 05 Conclusions

3 Introduction Why measure design performance? Research background - Design- an essential factor for business success - Design process - becoming more and more complex - Design management - emphasizing the need for managerial activities and skills to optimize the design process (Chiva & Alegre, 2009) Benefits of Design Performance Measurement (DPM) - Motivating people - Supporting decision-making - Fostering organisational learning and continuous improvement (Chiesa et al, 2009)

4 Introduction DPM criteria research Business-based - Attain margin goals - Break-even time - IRR Customer-based - Customer acceptance - Purchase repeat rate - Number of customers Product-based - Design development time - Level of innovation achieved

5 Introduction Author s previous research DPM Matrix (Yin et al, 2011)

6 Introduction Three essential design team-roles (Prasad, 1998; Cooper & Press, 1995) The Top Manager - Design vision - Strategic direction and approval - Creating supportive environment The Middle Manager - Implementing and monitoring design strategy - Creating management structures - Developing projects - Evaluating outcome The Designer - Managing design - Implementing, monitoring - Evaluating design work

7 Introduction Role theory - Individual s behaviour are leaded and influenced by his/her roles (Cummings & Parks, 1995) - The features of team-roles should be utilized as the basis for performance requirements and measurement (Van Dyne et al, 1995). - Performance measurement criteria should reflect differences in organizational requirements of specific job-roles (Blenkinsop & Maddison, 2007) Gaps in DPM criteria research - Research has continued to measure design performance as if only single roles apply. - Performance systems may exhibit deficiencies (Welbourne et al, 1998). - Performance management systems need to account for multiple roles at work (Bourne et al, 2000).

8 Research Aim & Key questions Aim To investigate and develop a role-based DPM criteria matrix that can match different design team-role responsibilities in turn, to produce more precise DPM results. Key questions - If there is a need to differentiate the importance of the 25 DPM criteria for different DPM users? and - What are relationships between the three design team roles and the 25 DPM criteria?

9 Methodologies Questionnaire survey - 30 questions in total - 25 ranking questions were design to classify the priorities of the 25 DPM criteria for the three design team role players. - A polite study was conducted to test the questionnaire design Sampling questionnaires were set out - 40 valid feedback received - 13 from the top manager - 13 from the middle manager - 14 from the designer % - design consultancies % - product design companies - Working areas - product design, design management, design strategy, design research and engineering design

10 Findings Results of questionnaire Need? - Yes, there is a need to differentiate importance of the DPM criteria for different users

11 Findings Results of questionnaire Relationships between criteria and users - 10 criteria got convergent opinions - 3 criteria got divergent opinions

12 Findings Role-based DPM matrix Various expectations - Ability to work under pressure (T->M, M->T, I->I) - Understand design rationale (T>-T, M->I, I->M)

13 Findings DPM Application Model 3 Dimensions - Design roles responsibilities - Design project s strategies - Process-based design stages objectives 1st Cambridge Academic Design Management Conference 7-8 September 2011

14 Conclusions Contributions - Role-based DPM Matrix - DPM Application model Limitations - Some of factors which might influence DPM were not considered as key elements. Future direction - Evaluation of the role-based DPM Matrix and the application model - DPM tool development

15 References Blenkinsop, N., Maddison, A. (2007). Team roles and team performance in defence acquisition. Journal of Management Development, 26(7), Bourne, M., Mills, J., Wilcox, M., Neely, A., Platts, K. (2000). Designing, Implementing and Updating Performance Measurement Systems. International Journal of Operations & Production Management, 20, Chiesa, V., Frattini, F., Lazzarotti, V., Manzini, R. (2009). Performance measurement of research and development activities. European Journal of Innovation Management, 12, 1, Chiva, R., Alegre, J. (2009). Investment in design and firm performance: the mediating role of design management. Journal of Product Innovation Management, 26, Cooper, R., Press, M. (1995). The design agenda: a guide to successful design management. England: John Wiley & Sons Ltd Prasad, B., Wang, F., Degn, J. (1998). A concurrent workflow management process for integrated product development. Journal of Engineering Design, 9(2), Van Dyne, L., Gummings, L. L., Parks, J. M. (1995). Extra-role behaviors: In pursuit of construct and definitional clarity. Research in Organizational Behaviour, 17, Welbourne, T.M., Johnson, D.E., Erez, A. (1998). The role-based performance scale: validity analysis of a theory-based measure. Academy of Management Journal, 41(5), Y. Yin, S. Qin, R. Holland (2011). Development of a design performance measurement matrix for improving collaborative design during a design process. International Journal of Productivity and Performance Management, 60(2),

16 Thanks for your attention! Dr. Yuanyuan Yin Lecturer in Design Management Winchester School of Art University of Southampton Park Avenue Winchester So23 8DL Tel: +44 (0)

A Role-Based Design Performance Measurement Matrix for Improving Design Performance

1ST CAMBRIDGE ACADEMIC DESIGN MANAGEMENT CONFERENCE, 7 8 SEPTEMBER 2011 A Role-Based Design Performance Measurement Matrix for Improving Design Performance 1 Yuanyuan Yin, 2 Shengfeng Qin, 2 Ray Holland