Good design can add value to product and service innovation and, ultimately, help lead to the successful commercialization of those products and services. This seminar, presented by the Design Industry Advisory Committee (DIAC), covers the critical steps entrepreneurs must take to connect business strategy and design. Start to integrate design into every stage of product development and adopt the design best practices of other innovation focused companies. DIAC Product Design seminars are supported in part by the City of Toronto. http://www.marsdd.com/events/details.html?uuid=771f3665-138c-4ed6-ab0d-bada6032e0c1

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Additional Generous Support by the William and Nona Heaslip Foundation

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An Introduction to the Strategic Design Process
Product Design!

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The Experts!
Arlene Gould
MBA, RGD, FRSA
Tim Poupore
ACIDO
Glenda Rissman
RGD
Arlene Gould, MBA, RGD, FRSA, is the Strategic Director of both DIAC
and ACIDO. As a researcher, educator and business consultant, she has
extensive experience in demonstrating the strategic value of design to
business and other stakeholder groups.
Tim Poupore,ACIDO, is a Past-President of ACIDO and currently Chair
of DIAC. He is the President of Ove Industrial Design Ltd., a leading
industrial design consultancy based in Toronto, and has over thirty years
of practical experience.
Glenda Rissman is co-founder and principal of q30 Design Inc., a
Toronto-based graphic design and communications consulting firm.
Her work has been recognized by The Smithsonian Institute,The
American Institute of Graphic Arts,The Mead Annual Report Show,
Applied Arts Magazine,The Advertising and Design Club of Canada
and The NewYork Art Director’s Club.

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Who Is DIAC?!
The Design Industry Advisory Committee is a cross-disciplinary design think tank that
conducts research and develops strategies for leveraging Ontario’s design capability to
improve economic, social and environmental outcomes.

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DIAC Pop-Up Design Incubator!
A design support seminar series
for innovation-focused
entrepreneurs.
Supported in part by the City of Toronto

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source: DESIGN MATTERS: DIAC Design Industry Study 2004
Designers in the Workforce
North America’s Top Design Centers!

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• Ontario is Canada’s
manufacturing hub
• Ontario is also Canada’s design
hub with 40,000 designers in
the region
• The GTA is the third largest
centre for design employment
in North America
Designers in the Workforce!
source: DESIGN MATTERS: DIAC Design Industry Study 2004

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The Design Equation!
STRATEGIC DESIGN MEANS
TURNING THE ASSETS OF THE
COMPANY TO THE NEEDS OF
THE MARKET.

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The Design Equation!
INNOVATION
+
STRATEGIC DESIGN
=
SUCCESS

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Design Adds Value!
• Unique and Compelling
Garbo by Umbra

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• Unique and Compelling
• User-centred
Design Adds Value!
Staxi

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Design Adds Value!
• Unique and Compelling
• User-centred
• Simplified and Cost-effective
Z-Box, GE Water and
Process Technologies

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• Unique and Compelling
• User-centred
• Simplified and Cost-effective
• Sustainable
Design Adds Value!
Biowall Guelph University
Nedlaw Living Walls

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Design Tells Stories!
Intellectual properties are not
appreciated until design makes
them tangible.
Design helps to:
• Brand Embedded Technologies
•Visualize Future Applications
• Make an Emotional Connection
University Avenue Design
Charrette, DIAC 2009

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HOW ARE YOU USING DESIGN?

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The Design Ladder!
Recreated from Source: Evaluating Design. SEE Policy Booklet 03- November 2010
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WHERE ARE YOU?

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HOW CAN YOU GET TO
WHERE YOU NEED TO BE?

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The Integrated Design Process!
The Integrated Design Process developed by:
DIAC and ACIDO

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• Universally applicable to all design
challenges
• Applicable to all design disciplines
• Cyclical and iterative
• Process for sustainable product
development
The Integrated Design Process!

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The Design Advisory Service!
An introduction to Strategic Design for innovation-focused entrepreneurs.
Images courtesy of Design Engineering Magazine, Sept. 2010.
Injection Molding Process,
Nu-Co Plastics
• Supported by IRAP
• Design Audit
• One Week of Design Services
• Strategic Design Recommendations
• Case Study

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Who is ACIDO?!
The Association of Chartered Industrial Designers of Ontario is the accreditation body that
represents industrial design in the province of Ontario, fosters high standards of professional
conduct and supports best practices in design business and design education.

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Photos feature the work of ACIDO-accredited Industrial Designers at Designforce,
Ove Industrial Design and Spark Innovations.
• risk awareness • unmet need • vision
Opportunity!

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• assess resources • design research • business plan
Strategize!
Photos feature the work of ACIDO-accredited Industrial Designers at Designforce,
Ove Industrial Design and Spark Innovations.

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• ideation • mock-ups • evaluation
Conceptualize!
Photos feature the work of ACIDO-accredited Industrial Designers at Designforce,
Ove Industrial Design and Spark Innovations.

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• modeling • prototype & testing • refinement
Develop!
Photos feature the work of ACIDO-accredited Industrial Designers at Designforce,
Ove Industrial Design and Spark Innovations.

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• specification • production • coordination
Implement!
Photos feature the work of ACIDO-accredited Industrial Designers at Designforce,
Ove Industrial Design and Spark Innovations.

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• promotion • distribution • assessment
Launch!
Photos feature the work of ACIDO-accredited Industrial Designers at Designforce,
Ove Industrial Design and Spark Innovations.

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• risk awareness • unmet need • vision
Opportunity!
Photos feature the work of ACIDO-accredited Industrial Designers at Designforce,
Ove Industrial Design and Spark Innovations.

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Who is ACIDO?!
Thank you.

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Who is RGD?!
The Association of Registered Graphic Designers of Ontario was created by an Act of the
Ontario Legislature to certify graphic designers who have met a rigorous set of standards
that includes documented levels of relevant, professional education and experience, as well
as demonstrated competence in the areas of business, design principles, research and
theory and ethics through successful completion of a written test and portfolio interview.

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5STEPS TO STRATEGIC DESIGN.

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Five Steps to Strategic Design!
1CONNECT TO THE RIGHT
DESIGNERS.

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2FOCUS ON A USER-CENTRED
APPROACH.
Five Steps to Strategic Design!

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3USE DESIGN TO ADD VALUE.
Five Steps to Strategic Design!

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4ADOPT THE INTEGRATED
DESIGN PROCESS.
Five Steps to Strategic Design!

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5REPEAT: INVEST IN THE
VIRTUOUS CYCLE OF DESIGN.
Five Steps to Strategic Design!

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The Design Equation!
INNOVATION
+
STRATEGIC DESIGN
=
YOUR SUCCESS

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For More Information!
www.DIAC.on.ca
www.ACIDO.info
www.RGDOntario.com
contact: strategy@diac.on.ca

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Questions?!