Presentation given at the Relating Systems Thinking & Design 2013 symposium. The presentation addresses how the Ulstein Bridge Concept design research project has affected the offshore ship industry through three interventions.
For more information on the symposium, see: http://www.systemic-design.net/
For more information on the Ulstein Bridge Concept, see: http://www.designresearch.no/projects/ulstein-bridge-concept
11. 1st intervention
Internal
External
External
Local & global (Internet)
Local (targeted)
Create interest internally
Create industry interest
Create commitment
Objectives
3rd intervention
Local (closed)
Target
2nd intervention
Communicate the
project’s ambitions
Create trust in that the
vision is achievable
Establish a common goal
for Ulstein and AHO
Get committed partners
Position Ulstein as an
innovative company
Attract partners
Strategy
One-way communication
One-way communication
Two-way communication
Means of
presentation
3d visualisations and
presentation
Professional film
production
Interactive demonstrator
Press conference with
”buzz-makers”
Results
Commitment from Ulstein
and AHO
New design research
project
Interest
Innovation awards
Further commitment
New expectations
Positive feedback and
additional interest
Position as innovative
actors in the offshore
ship industry