INGJERD STRAAND JEVNAKER Project Manager

isj@norskdesign.no

Design – from a business perspective

Good morning! Nice to meet you.

I am....

  Project manager for the NDC since 2007

  Main focus: Communication, in particular online communication and social meda

  Coordinate technical development

Who are you?

Who are we? What do we do? What is design? Why is it relevant for business?

“The Norwegian Design Council promotes the use of design as a strategic tool for innovation -  in order to achieve greater creation of value in Norwegian trade and industry”.

“Our aim is to increase Norwegian businesses' understanding, knowledge and use of design”.

Why?

“Design is a potent strategy tool that companies can use to gain a sustainable competetive advantage. Yet most companies neglect design as a strategy tool”.

Phillip Kotler Kellogg School of Management

“Design is a potent strategy tool that companies can use to gain

a sustainable competetive advantage. Yet most companies

neglect design as a strategy tool”.

Phillip Kotler Kellogg School of Management

“We aim to build bridges and communicate the value of strategic design”.

The Norwegian Design Council

  Founded in 1963   Financed by the Norwegian

governement and projects   20+ employees

  Budget: € 4 mill

  Design awards since the 60s and the Award for Design Excellence awarded every year since 1984.

  Moved in to DogA in 2005

The Norwegian Centre for Design and Architecture.

Who are we? What do we do? What is design? Why is it relevant for business?

Milan, 1957

Design awards jury, 1965

Official visit from Nigeria, 1969

Antwerp, 1970

Design awards ceremony, 1984

2010

What we do....

Business Consulting

Information & Press Relations

Innovation Programmes

and R&D

Design Awards

Conferences, events and exhibitions

AWARD FOR DESIGN EXCELLENCE 7 categories + 3 special awards

1.  Packaging design 2.  Interactive design 3.  Industrial / product design 4.  Furniture design 5.  Textiles 6.  Visual communication / graphic

design 7.  Services + Inclusive design award Environment award (green design) Honorary award

New book in 2010

Innovating with people The Business of Inclusive Design

DESIGNBASEN.NO

  Over 900 designers and design agencies from all diciplines disipliner and regions in Norway – in one web site.

Who are we? What do we do? What is design? Why is it relevant for business?

Common perception

Design = Style

Yes, design is often stylish.

But it can also be functional, ergonomic, useful, innovative, intuitive etc.

- and it does not have to be a physical product.

Smart Bike

City biking ecosystem designed by Frost Produkt for Clear Channel Implemented in Oslo, Trondheim, Gothenburg, Stockholm and Barcelona

Includes racks, bikes, maintenance car and user inteface.

Frost Produkt is responsible for designing the entire system – everything from the bicycle frame to the electronic ID card for the stand where the bikes are parked.

Oslo Bysykkel iPhone App by Tarantell

A systems approach to design allows for innovations from other players which in turn increase the value of the system.

A more famous example...

Design is ....

“To initiate change in man-made things”

Chris Jones, 1970

Design is ....

“...essentially an exercise in problem solving”

The Blueprint Project, University of Hertfordshire

Design is about.... “...improving things”

Design is about.... “...making things simpler”

Design is about .... “...creating something completely new”

Design is an important tool to solve new challenges and create new opportunities.

Beyond form and function, design is essentially a problem-solving tool.

The Design Process

UK DESIGN COUNCIL 2005

2) Define Project development Project management Project sign-off

1) Discover Market Research User research Managing information Design research groups

3) Develop Multi-disciplinary working Visual management Development methods Testing

4) Deliver Final testing, approval and launch Targets, evaluation and feedback loops

ISO 13407 / ISO 9241

ISO standard: Human Centred Design Process for interactive systems

If we have time...

IDEO Deep Dive film, 21 mins (ABC Nightline, 1999).

You can also watch this on YouTube.

Part 1: http://www.youtube.com/watch?v=ooN05Q030Qo Part 2: http://www.youtube.com/watch?v=_7_sZy-kusw Part 3: http://www.youtube.com/watch?v=FxO8t9Sonk8

Who are we? What do we do? What is design? Why is it relevant for business?

CASE STUDY FROM NORWAY: LOFOTEN

Design is profitable!

“Design is the most profitable investment I have ever made”.

Sigvald Rist

CEO Lofotprodukt AS

Before...

THE RESULT

300 % INCREASE IN TURNOVER THANKS TO REDESIGN OF PACKAGING AND BRANDING.

FastCompanys MIC 2010 – top 3 companies

Some of the most innovative companies in the world have design as part of their strategy.

Design can be used as a differentiator...

“The reason we invest in design is essentially to separate ourselves from the herd of other airlines”. Joe Ferry, Head of Design Virgin Atlantic

“At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.” Norio Ohga, former Chairman and CEO, Sony

...or to cut costs/reduce impact on the environment.

Research support: Several studies conclude that design has an effect on innovation, profitability and turnover.

IMPACT ON INNOVATION DESIGN DIAGNOSE 2009

“Design alert companies are more innovative”.

DESIGN ALERT COMPANIES PERFORM BETTER THAN FTSE AVERAGE UK DESIGN INDEX

20% increased profitability for new products when designers are an important part of the product development process.

Effectiveness of Design, Netherlands 2010 BNO / Erasmus University Rotterdam / Delft University of Technology

Q&A

Email: isj@norskdesign.no Twitter: @norskdesign @ingjerd