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Design Management is an important function and it typically deals with translating the corporate and business strategy into design strategies. It defines processes and tools that make the creative output effective, with consistent quality, and tangible for all disciplines within an organization. It develops new strategies for building and maintaining competitive advantage through enhancing user experience.
Design management in organizations focuses on four areas - vision and direction, structure and staffing, tools and processes, and culture and context. Within these areas, there are three types of management levels - operational, tactical, and strategic. Each one having a specific reach and influence supporting the corporate strategic vision. The respective activities include selecting design partners and suppliers, documentation, supervision and evaluation of the design results; defining roles and responsibilities, skills and competencies, systems and processes; creation of design program that formulates the vision, mission and positioning within an organization.