1.
DESIGN
DELIVERS
IS DESIGN BECOMING A BRAND STATEMENT?
CHRISTIAN BASON
CEO, DANISH DESIGN CENTRE

2.
We advance the future of
design for business & society

3.
WHAT IS
GOING ON WITH
DESIGN?

4.
12/02/17
Page 5
Credit: Scanpix Denmark
What is design?

5.
12/02/17
Page 6
What is design?
Design is making ”a plan for
arranging elements in such a
way as to accomplish a
particular purpose”
Charles Eames

6.
12/02/17
Page 7
GRAPHIC
DESIGN
SERVICE
DESIGN
PRO
DUCT
DESIGN
PROCESSDESIGN
INTERACTION
DESIGN
STRATEGIC
DESIGNSYSTEMS
DESIGN
USER
EXPERIENCEDESIGN
DESIGN
MANAGEMENT
ORGANISATION
DESIGN
USER-
INVOLVINGDESIGN
SOFTWARE
DESIGN
DESIGN
ENGINEERING
DESIGN
THINKING
CO-DESIGN
What is design?
Source: Design For Europe

7.
12/02/17
Page 8
Mass production vs Mass individualization?
’Heroic’ designer vs Co-designer?
Product design vs Service design?
Growth vs Social change?
The splintering of design

8.
12/02/17
Page 9
Design in
3 dimensions (CO-)CREATE
NEW SOLUTIONS
MAKE THE FUTURE
CONCRETE
EXPLORE THE
PROBLEM SPACE
Design leadership in practice

9.
WHAT IS THE
VALUE
OF DESIGN?

10.
12/02/17
Page 12
#1 Challenge your assumptions
Differentiation
69 %

11.
12/02/17
Page 13
#2 Leveraging empathy
User friendly solutions61 %

12.
12/02/17
Page 14
#3 Stewarding divergence
Stronger sales
60 %

13.
12/02/17
Page 15
#4 Navigate the unknown
New business areas
51 %

14.
12/02/17
Page 16
#5 Rehearse the future
Stronger company brand
(all businesses)
81 %

15.
12/02/17
Page 17
#5 Rehearse the future
93 %
Stronger company brand
(strategic design users)

16.
A
TURN IN THE
VALUE OF DESIGN?

17.
12/02/17
Page 19
Design leadership in practice
What do these
organisations have
in common?

18.
12/02/17
Page 20
Design leadership in practice
IBM
CAPITAL ONE
ACCENTURE
WIPRO
MCKINSEY & CO
IMPLEMENT

19.
12/02/17
Page 21
Design leadership in practice
IBM DESIGN
ADAPTIVE PATH
FJORD
DESIGNIT
VERYDAY
UNMADE

20.
12/02/17
Page 22

21.
12/02/17
Page 23

22.
12/02/17
Page 24
If branding of the organisation
is fast becoming the 4th
dimension of design…

23.
12/02/17
Page 25
Design leadership in practice
…then where does that leave
design as professional practice?

24.
12/02/17
Page 26
Design leadership in practice
Pros Cons
Design cooler than ever Design more superficial than ever
Opens new industries to design Are designers equipped to add value there?
New applications for design Do designers have the skills?
Design taken seriously in C suite Design belongs to marketing

25.
12/02/17
Page 27

26.
@designcentret
www.ddc.dk/en