Gestão do design: desenvolvimento de competências para o Designer-gestor

Abstract

Design is seen as a differentiation factor for products and services. It also contributes on social innovation, environmental, technological and cultural processes. As new fields show up, this professional takes on new responsibilities. If the discussion was about form and function' or ergonomics', now it deals with 'man's relationship with the digital environment', 'product enhancement,' services, processes, and 'experiences' and of promote innovation. Information growth, multidisciplinary teams and relationship with stakeholders shows that Designers have to adapt their practices. Management and communication skills are required to work productively in teams and different organizational structures. However, design managers have little management knowledge. They are promoted for their experience on projects, but once these managers are faced with challenges such as workflow management, people management, relationships with steakholders (team integration, interfaces with 'approve', need to work together with other groups, etc.), they are not prepared, at least in Brazil´s context. This work objective is to define the mainly competences (knowledge, skills and attitudes) for this new function: design managing. The "Design Science Research" Method was used, because of its approach to practical problems. Some design managers were interviewed and key competencies to managing, such as planning, vision of the whole process, negotiation, conflict management, communication and control mechanisms, were identified. It has resulted on the Model Skills for the Design Manager, which is divided into: Design competencies (General and Specific), Management competences (Project control and organization, People and Communication) and Perspective competencies. The model, validated with experts, indicates a way to train new design managers. It also provokes reflection on career evolution, new professional perspectives and the awareness of design management importance. In the long run, it is believed that this will allow design companies to get structured, train their employees and promote sustainable growth.