PARK's director Tim Selders talks about the role of design in business innovation.
Topics that he addresses are:
- the maturing of design in different industries
- the financial value design prooves to deliver
- the integration of design into other business functions,
- ending with the role of design in business innovation.
3. 3
7/13/15
We are worlds leading consultancy
in the area of design management
and design leadership.
4. Introduction
We are worlds leading consultancy
in the area of design management
and design leadership.
4
7/13/15
6. 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
27. • 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
36.
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
37.
More
and
more
companies
consider
design
as
a
key
pillar
of
their
business
and
want
to
leverage
all
aspects
of
its
potential
value.
41. €
• 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
42. 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
43. • 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
44. • 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
65. • 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)
69. 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
70. ‘Design in
business innovation’
1. Design
maturing…
2. Design
in
business
3. Value
of
design
4. Integrated
design
5. Design
in
business
innovation