The value of design: an issue of vision, creativity and interpretation (original) (raw)
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From valuing design to designing value
2014
This paper presents findings of an embedded action research project within a small to medium sized enterprise (SME). Through the implementation of design-led innovation processes, this research aims to identify the changes experienced in the participating company during a shift in the perspective of design from a product focus towards a strategic focus. Staff interviews and a reflective journal were used as methods to collect data from a range of design interventions that were facilitated throughout the engagement. A shift in perspective of design was evident through three cultural changes within the firm. First, the perceived outcome focus of design became increasingly long-term. Second, the value of design outcomes became less directed towards current projects, and more directed towards future possibilities. Finally, the perceived tangibility of design outcomes shifted from tangible to intangible. For example, design activities which produced customer insights, rather than product...
Design Capability for value creation
2014
Design is undergoing a moment of disruptive change/transformation: skills, education, and its link with innovation are evolving as fast as is the context of the socio-economical crisis. One of the fundamental issues to discuss and reflect upon to meaningfully direct the transformation at hand is the connection and role of design within the future of innovation. Reflecting on this, the paper looks at the capabilities of design to explore the role of design innovation in business and society (for example, production, distribution, public services, etc.). It proposes a discussion that could potentially contribute to provide wider evidences on the impact of design for growth and prosperity, arguing for a design thinking mindset, and design leadership stronger sector. Moreover, the paper proposes a model based on business narratives emerged through qualitative research that could help orienteer a wiser and wider development of design policies. The main question that the paper addresses is: which capabilities matter to give design the chance to contribute meaningfully to the innovation path, and to reinforce the key players in the socio-economical system (e.g. governments, intermediaries, businesses, universities, policymakers, and people)? Finally, the paper proposes a narrative on how design capabilities are manifested, evaluated, and supported for addressing innovation effectively.
The Extended Value of Design: An Advanced Design Perspective
"Design is increasingly recognized as a key strategic asset and a source of added value for companies. The United States has launched a national design policy initiative to monitor and understand the role of design on the national and global economy, and the European Union is overseeing a series of public consultations on how the EU can further support design-led innovation, with the aim of integrating design into innovation policies. In the UK, the Design Council has performed a series of studies on design’s role as a strategic instrument to maximize performance and trigger innovative processes, even during periods of crisis. Clearly, the value that design generates is not confined to the end result of the design process. The need to focus on continuous innovation and advancing tomorrow’s products and services often finds the right answers through the production of intermediate components of the design process. Advanced design is a practice that imagines future perspectives by envisioning future products and processes. It mainly deals with extensive projects – extended in time, space, uncertainty and complexity. This disciplinary branch of design mostly acts during the front end of innovation and looks for solutions in complex innovation processes using tools and practices that belong to the design discipline (Celi, 2010 p. 33). This paper will discuss the different ways in which advanced design supports the development of instruments and practices aimed at supporting and managing value creation. It will explore the contributions designers offer through components of the design process and illustrate these contributions with case studies. This is the accepted version of the paper. For the final version go to http://onlinelibrary.wiley.com/doi/10.1111/j.1948-7177.2011.00024.x/abstract
The Value of Design in Innovation: results from a survey within the UK Industry
The Design Journal, 2017
A renewed interest in the positive impact of design in industry during the last few years, especially regarding the measurement of that impact, has produced a number of studies and research in the field. All these studies have contributed significantly to increasing the acceptance of design in business, however it is still not totally clear what is the position of design within the business structure and its contributions to other functions in the organisation like innovation. In this paper we present the results of a National survey done in the UK between 2015 and 2016. The purpose of this paper is to provide academics, policy makers, and business support organisations with the insights from this study on the current use of design and potential relationship between design and innovation amongst UK firms today and to consider what this means for the future of design in business.
2010
In this small essay I will explore the notion of the design value of business. Interpreted as merely a play with words, such a statement may be regarded as a bearer of little value. But, taken as seriously as the more common question, what the business value of design is, it turns into a critical examination of basic conceptions of what design is for. It also paves the way for the critical claim that design value precedes business value
Design Capabilities for Value Creation
The 19th DMI: Academic Design Management Conference "Design Management in an Era of Disruption"
Design is undergoing a moment of disruptive change/transformation: skills, education, and its link with innovation are evolving as fast as is the context of the socio-economical crisis. One of the fundamental issues to discuss and reflect upon to meaningfully direct the transformation at hand is the connection and role of design within the future of innovation. Reflecting on this, the paper looks at the capabilities of design to explore the role of design innovation in business and society (for example, production, distribution, public services, etc.). It proposes a discussion that could potentially contribute to provide wider evidences on the impact of design for growth and prosperity, arguing for a design thinking mindset, and design leadership stronger sector. Moreover, the paper proposes a model based on business narratives emerged through qualitative research that could help orienteer a wiser and wider development of design policies. The main question that the paper addresses is: which capabilities matter to give design the chance to contribute meaningfully to the innovation path, and to reinforce the key players in the socio-economical system (e.g. governments, intermediaries, businesses, universities, policymakers, and people)? Finally, the paper proposes a narrative on how design capabilities are manifested, evaluated, and supported for addressing innovation effectively.
The Role of Design in Business (Editorial)
Design for Business, Volume 3
A recent analysis commissioned by our colleagues at the Design Management Institute (DMI) concluded that design-driven businesses have economically outperformed Standard & Poor’s Top 500 companies by a staggering 228%. According to the business magazine Fast Company, who reflected on this study, investments in design, user experience, branding and creative advertising have clearly paid off for companies such as Apple, Coca-Cola, Ford, Herman Miller, IBM, Nike, P&G, Starbucks, Target, Walt Disney and Whirlpool. As a result, these companies have gained significant stock market advantage over their competitors. Fast Company’s interpretation of this study is that when there is a senior-level commitment to design leadership, design can be effectively used as an innovation resource and as a force for positive change. To us at Design for Business, this is merely a confirmation of what we already knew: that design is good for business. After all, the core theme of our conference and this subsequent publication is the role of design in business and its use as a strategic resource.
Paradigm Shift: Report on the New Role of Design in Business and Society (Journal Article)
Corporate cultures' prevailing attitudes towards design have begun to shift. Financial companies and management consultancies now have design teams, and include “design” in their service portfolios. Large corporations are bolstering their in-house design capabilities, and appointing designers to executive roles. Venture capitalist firms and startups increasingly recognize the value of including designers in the early stages of business development. Even global organizations and international foundations now list design on their agendas. A paradigm shift is taking place in the field of design. This study examines some of the latest corporate investments in design, and reflects on what this phenomenon means for the wider field of design. The focus of this study is on the key trend indicators that are defining the current landscape of design, and its changing role in business and society.