1. EDIP:
European Design Innovation Platform
MarziaMortati, BeatriceVillari
PolitecnicodiMilano

2. Agenda
12.15 – 12.30 Design Policy in Europe
12.30 – 12.50 Examples of design policies
12.50 – 13.10 EDIP European Design Innovation Platform
13.10 – 13.45 Sharing Ideas!
13.45 – 14.00 Conclusions and future activities

3.
design-­‐driven
not
designed
VS
Los Angeles AirportPrague Airport

6. Design Policy Context in EU
… & more to come?
2009:PoliticalcommitmentatEuropeanlevel
2011:EuropeanDesignInnovation Initiative
2012:RoleofEuropeanDesignLeadershipBoard
2013:Action-PlanforDesign-DrivenInnovation
2014:EuropeanDesignInnovationPlatform

7. Europe 2020
Flagship Initiative
Innovation Union

8. EDII Initiative
In line with the commitment taken in the Innovation
Union, the European Commission has launched in 2011
the European Design Innovation Initiative (EDII) to exploit
the full potential of design for innovation.
The goal of the initiative is to:
- raise the awareness of design as a driver of innovation in
Europe
- enhance its role as a key discipline to bring ideas to
market transforming them into user-friendly and
appealing products, processes or services by enterprises
and public services in the EU.

9. DESIGN POLICY
ACROSS EUROPE NOW

10. only few governments
have developed clear
national or regional
strategies to include
design in innovation
policies.
design has a
fragmented role in
innovation policies
across EU.
Design Policy in Europe now

11. THE LEVELS OF DESIGN IN ENTERPRISES
DESIGN LADDER
(Danish Design Centre, 2003)
(Ramlau & Melander, 2003)
STAGE 1
NO DESIGN
Design plays no
role in product
development
STAGE 2
DESIGN AS
STYLING
Design is only
relevant in terms
of style
STAGE 3
DESIGN AS
PROCESS
Design is integral
to the development
process
STAGE 4
DESIGN AS
STRATEGY
Design is a key
strategic means of
encouraging
innnovation

12. How to propose design programmes
LEVEL 1 & LEVEL 2
› To develop the local design culture – through
dissemination coming from local institutions, and
specific training dedicated to enterprises/
organizations or other stakeholders.
› To develop the competences linked to products/
services/strategy development through design –
through small projects that combine designers and
enterprises, or insert designers in other contexts as
mentors.

13. › Pilot projects including design in new areas – for
example through involving expert institutions that can
guide the activity (such as universities and design
councils)
› Projects to mentor and coach local organizations –
for example to raise awareness around specific
characteristics of design, like graphic qualities and
coordinated image, or to introduce a product/service
designer in the technical team of the company.
How to propose design programmes
LEVEL 1 & LEVEL 2

14. › New innovation projects to combine multi-disciplinary
competences
› Projects to experiment around the launch of new product/
service systems
› Projects to experiment and regenerate the customer
experience
How to propose design programmes
LEVEL 3 & LEVEL 4

15. DEA – Design e Artigianato
Institutions involved:
Provincia Autonoma di Trento,
CEII Trentino,
Politecnico di Milano – DESIGN dep.
DEA aims at developing new products, services, and
communication in local craft companies through the
collaboration between young designers and enterprises.
The design policy initiative

16. DEA – Design e Artigianato
Edi$on
Ideas
Companies
Involved
Designer
applica$on
Projects
Ed
01
09/10
27
9
105
5
Ed
02
10/11
13
70
60
10
Ed
03
11/12
20
13
143
8
Duration: 10 months
Total Annual Budget: 200.000 €

17. DEA – Design e Artigianato
The process of activation of the initiative

18. DEA – Design e Artigianato
Seminars for companies – to introduce entrepreneurs to the
main capabilities of design.
Design Audit – to get to know companies and to orient the
development of projects.
Match company / designer – to create a direct relationship
and sustain knowledge exchange.
Support of the university to the development of projects –
the university has been the connector and facilitator of the
initiative
Few interesting activities

23. Designing Demand
Design Council UK
Designing Demand sets out to improve the performance of
UK businesses by helping them to use design as a key
driver of growth and competitiveness. The programme’s
overarching objective is to embed effective processes for
the management of design in SMEs and also specifically in
technology start-ups.

24. Designing Demand
The process of activation of the initiative

25. Designing Demand
The objectives of the initiative

26. Designing Demand
The main characteristics of the initiative
1. Design Council – the precense of an institution has been a
quality assurance
2. Demand-led – consulting services have been highly
personalised, and guided by expert Design Associates
3. Design Associates – expert consultants have coached
businesses aer following their own training (Business Advisors
and Designers Workshops).
4. Assistance to businesses – services to businesses have been
delivered according to their level of expertise.

27. Designing Demand
e mix of people
involved, enterprises,
and tools has been one
of the main advantages
of the programme.
The main characteristics of the initiative

28. White Logistics
and Storage
Rebrand

29. Design Bulldozer
Estonia’s Design Action Plan - 2012
Design Bulldozer is the pilot initiative of the national
programme on design in Estonia. It has selected 10
enterprises to work with 10 design managers for 20
months to develop new products and services.
Institutions involved:
Estonian Design Centre,
Ministry of Economy and Communications,
Enterprise Estonia

30. Design Bulldozer
The objectives of the initiative
1. To improve the
competitiveness of
Estonian companies
through design
2. To increase the
strategic use of design in
national companies
3. To encourage the
development of a
national market for
design services
4. To increase the export
capacity of Estonian
companies

31. 1. COMPANY IDENTITY
To shi the company from pure
cra to more structure through
introduction of:
- Control of the chain of
production, from raw material
to marketing
- Local production
- Constant development of new
products
- Constant control of the process
of product development
Design Bulldozer
The design Audit - Alpaka

32. TYPES OF PRODUCTS
Design Bulldozer
The design Audit - Alpaka

33. WHAT TO IMPROVE THROUGH DESIGN
Design Bulldozer
The design Audit - Alpaka

34. ACTION PLAN THROUGH BULLDOZER
Design Bulldozer
The design Audit - Alpaka

35. Design Bulldozer
The design Audit - Alpaka
ACTION PLAN THROUGH BULLDOZER

36. www.designpolicy.eu
DeEP | Design in European Policy

37. ACTION PLAN FOR
DESIGN-DRIVEN
INNOVATION

38. Action Plan for Design-Driven Innovation
Aims to accelerate the take-up of design in
innovation policy, with 3 strategic areas for action:
• Promoting understanding of design's
impact on innovation
• Promoting design-driven innovation in
industries to strengthen Europe's
competitiveness
• Promoting the adoption of design to
drive renewal in the public sector

39. Delivering theAction Plan: EDIP
The European Design Innovation Platform is one of
the key mechanisms for delivering the vision of the
Action Plan. It will deliver:
• A web-based platform to support peer-learning,
networking and partnerships
• A programme of engagement…
— Advocating design-driven innovation to policy-makers
— Supporting the design capabilities in enterprises
— Supporting the design capabilities in the public sector

40. The EDIP concept
EDIP’s vision is to
connect and raise
awareness across
the EU, of the potential
of design to drive
innovation in business
and the public sector.

41. The EDIP consortium
Consortium Lead:
Design Council, UK
Work Package Leads:
Lancaster University, UK
Birmingham City University, UK
Politecnico di Milano, Italy
Danish Design Centre, Denmark
Nesta, UK
Supporting Partners:
KEPA, Greece
Invest Northern Ireland, UK
Estonian Design Centre, Estonia
ARC Fund, Bulgaria
Luxinnovation, Luxembourg
La 27e Region, France
dSola, Slovenia
Dissemination Partner:
European Network of Living Labs
Register
your
interest
at
www.designpla=orm.eu
© Eric Fischer (Creative Commons)

42. The vision for the Platform
Not just information, and not a library. Enable users to:
• Explore design and innovation knowledge
• Find peer support, and make contacts
• Connect existing projects on design & innovation
• Benefit from an international knowledge base that will
grow to become the first place to go…

43. WP1 Information & Web Platform (Design Council, UK)
Design, build and maintain a web platform to showcase best practice & enable
connections
WP0 Coordination & Management (Design Council, UK)
Manage the consortium and ensure delivery and robust risk management
EDIP Work Packages Overview
WP2 Knowledge Integration (Lancaster Uni & Birmingham City Uni, UK)
Select best content for web platform, support partners to add new content
WP6 Design
Leadership
(Design Council, UK
with Dsola)
Engagement of
design leaders
WP3 Engaging
Policy-makers
(Polimi, IT with ARC
& LUX)
Engagement of
policymakers
WP5 Engaging the
public sector
(NESTA, UK with EDC &
LR27)
Engagement of
public administrators
WP4 Engaging
enterprises (Dansk
Design Centre, DK with
Invest NI & KEPA)
Engagement of
enterprises
WP7 Dissemination & Advocacy (Design Council, UK with ENoLL)
Raise awareness of the platform via EU networks and by reaching out to key
organisations

44. WP3: Engaging Policy-makers
• Create an online Policy Forum.
• Produce 10 case studies of design-driven policy.
• Collate key resources on design-driven policy in an
online repository.
• Develop recommendations to help policy-makers
self-assess design policies.
• Host 8 advocacy and immersion events for
policymakers.
• Engage many policy-makers in these events across
Europe

45. SHARING IDEAS!

46. Design Personas.
Please, help us
understand the
Latvian system of
policies and design?
Understanding users

47. Design Personas.
How it works:
It is not a questionnaire, it
is a tool to create and share
users profiles.
Understanding users

48. Please,
Share with us what
you already know
to make it visible
for external people
Understanding users

49. What is the level of
understanding of
Design as tool/lever
for innovation and
growth ?
What about Design in Your contexts

50. What will
people use the
information/
service for ?
What kind of information do YOU need

51. How should we
present the
Information ?
What kind of ‘language’

52. What frustrations do
people have with current
resources on design /
design policies ?
What about the lack of information

53. If the European Forum
could do just one thing to
support YOUR
INSTITUTION, what
would it be ?
What about the lack of information

54. Which actors/organizations/
networks are crucial in Your
country for design policy
(making, promoting,
evaluating) ?
What about Design in Your contexts

55. What do people want
from an European
Forum on Design
Policies ?
Bulding a place for design discussion

56. Thank you!
Marzia Mortati – Politecnico di Milano
marzia.mortati@polimi.it
Beatrice Villari – Politecnico di Milano
beatrice.villari@polimi.it
www.designplatform.eu