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Design in 

Business Innovation
Introduction
Tim Selders
Co-founder & Director
7/13/15
3
7/13/15
We are worlds leading consultancy
in the area of design management
and design leadership.
Introduction
We are worlds leading consultancy
in the area of design management
and design leadership.
4
7/13/15
Role of design in business innovation
Introduction
Role of Design in Business Innovation
7/13/15
6
1. Design	
  maturing…	
  
2. Design	
  in	
  business	
  
3. Value	
  of	
  design	
  
4. Integrated	
  design	
  
5. Design	
  in	
  business	
  innovation
Design Maturing…
Design
Design process
Design result
Design
Role of design in business innovation
Design
Role of design in business innovation
Design
Role of design in business innovation
Role of design in business innovation
Furniture
Automotive Fashion Consumer
Electronics
Furniture
P&G Coca-Cola Unilever
Festo Res-Q-tec Claas
Daimler CAR2GO Schiphol Airport Yellow Strom
More types of design
in more types of industries
Design
maturing…
?Design
maturing…
More types of design
in more types of industries
?More types of design
in more types of industries
€
Why?
‘Design is good business’
Design in business
Design?Tom Peters
• an easy-to-fill-in shipping form of 

Federal Express
• a waiter who serves salads singing 

like Placido Domingo in his role in 

‘La Boheme’
• just as important for a product of 29
cent as for a product of 29.000 dollar
• everything that literally takes your
breath
• the guts to stop selling a product 

that sells well if you have better idea
• dull perfectionism with passion
• in this time of telephone & e-mail 

a handwritten letter of somebody
• the apple in the logo of Apple
• the lacking of ‘over-design’
• the sound of a closing door of a
Mercedes
Tom Peters
Quality
Experience
Innovation
Tom Peters
Quality
Experience
Innovation
€
€
Apple
LEGO
• LEGO	
  Friends	
  
• +25%	
  revenue	
  
• up	
  to	
  $1.6	
  billion	
  
• by	
  one	
  new	
  product	
  
line
bugaboo
in	
  10	
  years	
  
growth	
  of	
  revenue	
  	
  
up	
  to	
  $100	
  million	
  
and	
  from	
  1	
  designer	
  	
  
to	
  800	
  employees
Innocent
in	
  13	
  years	
  
growth	
  of	
  revenue	
  	
  
up	
  to	
  $300	
  million
Design is
business
Design is business



More	
  and	
  more	
  companies	
  consider	
  design	
  

as	
  a	
  key	
  pillar	
  of	
  their	
  business	
  

and	
  want	
  to	
  leverage	
  all	
  aspects	
  of	
  its	
  potential	
  value.
Design is business



More	
  and	
  more	
  companies	
  consider	
  design	
  

as	
  a	
  key	
  pillar	
  of	
  their	
  business	
  

and	
  want	
  to	
  leverage	
  all	
  aspects	
  of	
  its	
  potential	
  value.
Value of design
The value
of design
Beauty
Function
Experience
Beauty
Function
Experience
€
€
• Better	
  customer	
  experience	
  
• Stronger	
  differentiation	
  from	
  
competitors	
  
• Reduced	
  cost	
  price	
  
• More	
  brand	
  awareness	
  
• Stronger	
  brand	
  loyalty	
  
• More	
  &	
  better	
  opportunities	
  
• More	
  new	
  perspectives	
  on	
  

doing	
  business	
  
• More	
  efficient	
  processes	
  
• Higher	
  level	
  of	
  employee	
  
engagement	
  
• More	
  positive	
  societal	
  impact
Chapter	
  title
7/13/15
42
More revenu
Less costs
More intangible assets
• Better	
  customer	
  experience	
  
• Stronger	
  differentiation	
  from	
  
competitors	
  
• Reduced	
  cost	
  price	
  
• More	
  brand	
  awareness	
  
• Stronger	
  brand	
  loyalty	
  
• More	
  &	
  better	
  opportunities	
  
• More	
  new	
  perspectives	
  on	
  

doing	
  business	
  
• More	
  efficient	
  processes	
  
• Higher	
  level	
  of	
  employee	
  
engagement	
  
• More	
  positive	
  societal	
  impact
• Better	
  customer	
  experience	
  
• Stronger	
  differentiation	
  from	
  
competitors	
  
• Reduced	
  cost	
  price	
  
• More	
  brand	
  awareness	
  
• Stronger	
  brand	
  loyalty	
  
• More	
  &	
  better	
  opportunities	
  
• More	
  new	
  perspectives	
  on	
  

doing	
  business	
  
• More	
  efficient	
  processes	
  
• Higher	
  level	
  of	
  employee	
  
engagement	
  
• More	
  positive	
  societal	
  impact
• Better	
  customer	
  experience	
  
• Stronger	
  differentiation	
  from	
  
competitors	
  
• Reduced	
  cost	
  price	
  
• More	
  brand	
  awareness	
  
• Stronger	
  brand	
  loyalty	
  
• More	
  &	
  better	
  opportunities	
  
• More	
  new	
  perspectives	
  on	
  

doing	
  business	
  
• More	
  efficient	
  processes	
  
• Higher	
  level	
  of	
  employee	
  
engagement	
  
• More	
  positive	
  societal	
  impact
Integrated design
Design in companies
Integration
Design in companies
From solistic staff function
to deeply integrated
in businesses or other functions
Design in marketing
From solistic staff function
to deeply integrated
in businesses or other functions
Design in marketing
‘Experience Design’
360
‘Experience Design’
‘Experience Design’
Design in R&D
‘Visionary Design’
‘Visionary Design’
‘Visionary Design’
Design in business
‘Service Design’
‘Service Design’
‘Service Design’
Design in 

Business Innovation
Design in
business innovation
‘Design Thinking’
‘Design Thinking’
Role of design in business innovation
Role of design in business innovation
Designers 

adding value 

to business

Business men 

using design
capabilities
Business men 

using design
capabilities
• has	
  a	
  holistic	
  view	
  on	
  ‘design’:	
  
business	
  development	
  and	
  
strategic	
  planning	
  are	
  ‘design’	
  
problems	
  rather	
  than	
  merely	
  
‘logic’	
  problems	
  
• feels	
  he	
  is	
  doing	
  business	
  design	
  
himself	
  and	
  owns	
  some	
  of	
  the	
  
described	
  design	
  competencies	
  
himself	
  
• does	
  however	
  not	
  consider	
  
bringing	
  in	
  design	
  function	
  for	
  
business	
  development	
  &	
  strategic	
  
planning
Jørgen Vig Knudstorp
(CEO LEGO)
‘BusinessWeek’ on LEGO’s future
Designers 

adding value 

to business

Business men 

using design
capabilities
Designers 

adding value 

to business

Johnson Controls
• Organize	
  &	
  facilitate	
  
workshop	
  	
  
• in	
  view	
  of	
  ‘strategic	
  
business	
  planning’	
  
• for	
  top	
  60	
  global	
  leaders	
  
• improving	
  long-­‐term	
  
thinking	
  	
  
• &	
  focusing	
  on	
  customer	
  
and	
  consumer	
  
‘Design in
business innovation’
1. Design	
  maturing…	
  
2. Design	
  in	
  business	
  
3. Value	
  of	
  design	
  
4. Integrated	
  design	
  
5. Design	
  in	
  business	
  innovation
Role of design in business innovation

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