GoGlobal paper presentation at IASDR Seoul Korea 2009

1. Ashley Hall
Senior Tutor ‐ Innova/on Design Engineering RCA
Head of Experimental Design and Director of Research
ashley.hall@rca.ac.uk
www.designcreate.info www.rca.ac.uk
Partner ‐ Diplomat design
ashley@diplomatdesign.com
www.diplomatdesign.com

2. GoGlobal:
How can contemporary design collabora/on and
e‐commerce models grow the crea/ve industries
in developing countries?
Professor Tom Barker – Faculty of Design, Architecture & Building, University of Technology, Sydney
Ashley Hall – Department of InnovaFon Design Engineering, Royal College of Art, London

3. GoGlobal Programme aims
• Postgraduate internaFonal cross cultural
collaboraFons between industry and academia
• Explore themes of integraFon of product innovaFon
with producFon, policy, social and economic factors
• SelecFon of developed and developing countries
allowing a comparaFve assessment of results

4. GoGlobal
2005
China Product UrbanisaFon
2006 7
‐ Thailand Massclusivity
2007 China Post consumerism
2008 Japan Future of Food
2009‐11 Africa Design Enterprise

5. Teaching models
• China 2005: FicFonal corporaFon
• Thailand 2006: CollaboraFve structure & concept swapping
• China 2007: Socio cultural meta‐themes
• Japan 2008: Cross cultural masterclass
• Ghana 2009: CraW‐themed cross cultural masterclass

6. Marketplace Casino
• More: is the product offering more funcFonality or
more quality than the compeFFon ?
• Be[er: is the product be[er than the compeFFon?
• Cheaper: is the product cheaper than the
compeFFon ?
• Wow!: is the product very emoFonally desirable to
the consumer?

8. GoGlobal Ghana aims
• Findings of other GoGlobal projects (Thailand 2006)
indicated the model could be more ambiFous –
design can bridge the policy to implementaFon gap
• Linking design (implementaFon) to Policy (UNDP‐
United NaFons Development Programme)
• Roll out a successful design enterprise programme to
other African countries
• Sustainable wealth creaFon for developing economies

13. GoGlobal Ghana Partnership Structure
Education
Royal College Of Art University of Technology London School Kwame Nkruma University of & Research
London, UK Sydney, Australia Of Economics UK Science & Technology Ghana
Production
Network of over 1,000 craWsmen in Ghana Charity supplying recondiFoned tools to Ghana
E-commerce
Online presence, logisFcs, global distribuFon, secure payments

14. 60 students, 10 days, 26 prototypes
30 IDE & 30 KNUST students in collaborative interdisciplinary design teams
GoGlobal Ghana products: Woven shoe, Ananse Vase, Flower Vase, Paawopaa collectable toy, Adinkra game, Calabash speaker and Water filter

17. GoGlobal Ghana Project Phases
Phase 1
Interdisciplinary collaborative creative design studio
Output- Prototypes
Progress – Completed May 2009
Phase 2
Establish the e-commerce, supply & distribution process
Progress – Structure agreed, implementation required
Phase 3
Establish Hub Location
Progress – GoGlobal research Centre at KNUST agreed,
Currently developing structure & funding routes

18. Conclusions & Future
• Design collabora/on + e‐commerce has poten/al to grow
crea/ve industries in developing countries
• Innova/ve as it combines interdisciplinary design
collabora/on and e‐commerce in a developing country
• Later research ques/on may be how to evolve the model into
a sustainable commercial marketplace
• Post phase 3 ‐ dissemina/on and transferrability to other
African countries

19. QuesFons
The authors wish to acknowledge and thank the participating and supporting organisations for their enthusiastic support in GoGlobal Africa. All our academic participants at KNUST. Bridget Kyerematen-Darko, executive
director of Aid to Artisans, and Professor Glenn Lewis for their wisdom and knowledge of Ghana and design, as well as the participating artisans. ShopAfrica53 / BSL for e-commerce aspects. Our long-term GoGlobal
codeveloper: Garrick Jones (LSE). Advice and hosting of events: Edna Dos Santos and her colleagues at UNCTAD; the British Council in the UK and Accra, Ghana. Founding co-partners for GoGlobal research:
RMIT University Melbourne, Australia. Background research information: Department of Trade and Industry, Accra, Ghana. Project funding: Engineering and Physical Science Research Council (EPSRC), UK. Project
equipment: Tools for Self Reliance. Special independent researchers and tutors: Genna Wilkinson, Sally Haworth, Elisa Hudson, Nanice El Gammel.