Design strategies. Who needs them? Design or economy?

Who needs design strategies?Design or economy?Marko Savić MA, MBAManaging Director

I. Design and corporations

I. Design and corporationsII. Design strategies in the corporations

I. Design and corporations II. Design strategies in the corporationsIII. Cooperation between boards, strategic planners, designers and design managers

I. Design and corporations II. Design strategies in the corporationsIII. Cooperation between boards, strategic planners, designers and design managersIV. The role of designers in design strategy development

I. Design and corporations II. Design strategies in the corporationsIII. Cooperation between boards, strategic planners, designers and design managersIV. The role of designers in design strategy development V. Why do we need design strategies?

I. Design and corporations Michael Porter, Harvard Business School: a strong “… sense of corporate identity …

I. Design and corporations Michael Porter, Harvard Business School: a strong slavish ad- “… … sense of herence to corporate = business identity units finan- … cial results …”

II. Design strategies in the corporations

II. Design strategies in the corporations major trends in the marketplace

II. Design strategies in the corporations + DESIGN AS A CORE COMPETENCE major trends in the marketplace

photo: swatch.com

photo: Stockphoto

photo: iStockphoto

II. Design strategies in the corporations + DESIGN AS A CORE COMPETENCE + INTEGRATION OF DESIGN INTO THE BUSINESS WORLD major trends in the marketplace

photo: microsoft.com

photo: businessweek.com

II. Design strategies in the corporations + DESIGN AS A CORE COMPETENCE + INTEGRATION OF DESIGN INTO THE BUSINESS WORLD + DESIGN MANAGEMENT AND PLA- NNING AS A FOCUS FOR CONSUL- TANCIES major trends in the marketplace

II. Design strategies in the corporations + DESIGN AS A CORE COMPETENCE + INTEGRATION OF DESIGN INTO THE BUSINESS WORLD + DESIGN MANAGEMENT AND PLA- NNING AS A FOCUS FOR CONSUL- TANCIES + MERGING OF BUSINESS AND DESIGN EDUCATION major trends in the marketplace

III. Cooperation between boards, strategic planners, designers and design managers

III. Cooperation between boards, strategic planners, designers and design managers “Design aware executive”

III. Cooperation between boards, strategic planners, designers and design managers “Design aware executive” Mrs. Davorin Savnik in 1960s and ’70s influential design consultant of then Director General of the corporation Iskra.

Automatic telephone ATA 30photo: iskra46-90.com Davorin Savnik, 1965

III. Cooperation between boards, strategic planners, designers and design managers 30.000 employees in the middle of 1970s

III. Cooperation between boards, strategic planners, designers and design managers 500 List of largest corporations in central Europe

III. Cooperation between boards, strategic planners, designers and design managers From Slovenia: 500 41. - Petrol List of 46. - Mercator 134. - Gorenje 143. - Merkur 151. - Revoz 199. - HSE 204. - Lek 208. - Krka largest corporations in central Europe 238. - Telekom Slovenije Source: www.deloitte.com, za 2008 312. - SIJ 330. - Engrotuš 384. - Salbatring 448. - Impol 495. - Eles

III. Cooperation between boards, strategic planners, designers and design managers How many of the largest corporations in Slovenia have design represented at the highest/board level?

III. Cooperation between boards, strategic planners, designers and design managers How many of the largest corporations in Slovenia have design represented at the highest/board level?www.deloitte.com

IV. The role of designers in design strategy development

IV. The role of designers in design strategy developmentKnow-ledge ondesignstrategies

IV. The role of designers in design strategy developmentKnow- + OFTEN CONFUSED WITH FUTURE FANTASY.ledge ondesignstrategies

IV. The role of designers in design strategy developmentKnow- + OFTEN CONFUSED WITH FUTURE FANTASY.ledge on + CONTROLS THE AMOUNT OF SUBJECTIVITY IN THEdesign PRODUCT OR SERVICE DEVELOPMENT PROCESS.strategies

IV. The role of designers in design strategy developmentKnow- + OFTEN CONFUSED WITH FUTURE FANTASY.ledge on + CONTROLS THE AMOUNT OF SUBJECTIVITY IN THEdesign PRODUCT OR SERVICE DEVELOPMENT PROCESS. + 6…strategies

IV. The role of designers in design strategy development GENERIC DESIGN STRATEGIES FOR AN ADOPTION CURVE.

ADOPTION CURVE

ADOPTION CURVEINNOVATORS2,5 %

ADOPTION CURVEINNOVATORS EARLY ADOPTERS2,5 % 13,5 %

ADOPTION CURVEINNOVATORS EARLY EARLY ADOPTERS MAJORITY2,5 % 13,5 % 34 %

ADOPTION CURVEINNOVATORS EARLY EARLY LATE ADOPTERS MAJORITY MAJORITY2,5 % 13,5 % 34 % 34 %

ADOPTION CURVEINNOVATORS EARLY EARLY LATE LAGGARDS ADOPTERS MAJORITY MAJORITY2,5 % 13,5 % 34 % 16 % 34 %

ADOPTION CURVE AS A TOOL TODEVELOPE DESIGN STRATEGIES

ADOPTION CURVE AS A TOOL TODEVELOPE DESIGN STRATEGIES ENDORSE CURATE INTE- ECO- PLAY REFRESH + Electric + Hybrid GRATE NOMIZE + Analog + Lightbulbs cars cars + MP3 + Cell TVs + Film + Home + TiVo players phones + Cordless camers robots + HDTV + Satellite + DVD phones + WiMax TV players + Smart + Inkjet phones printers Cases curent circa August 2007

ADOPTION CURVE AS A TOOL TODEVELOPE DESIGN STRATEGIES Apple HP Dell ENDORSE CURATE INTE- ECO- PLAY REFRESH + Electric + Hybrid GRATE NOMIZE + Analog + Lightbulbs cars cars + MP3 + Cell TVs + Film + Home + TiVo players phones + Cordless camers robots + HDTV + Satellite + DVD phones + WiMax TV players + Smart + Inkjet phones printers Cases curent circa August 2007

IV. The role of designers in design strategy developmentDesign as aprofession

IV. The role of designers in design strategy developmentDesign as aprofessionVisualise strategicdesign thinking

IV. The role of designers in design strategy development

IV. The role of designers in design strategy development Major design effort create a continuous pipeline of innovations

PRESENTING MAJORDESIGN EFFORT IN AN ORDINARYCOMPANY LOOKING FOR A RETURN

PRESENTING MAJOR DESIGNEFFORT IN A SMARTCOMPANY LOOKINGFOR A RETURN

PRESENTING MAJOR DESIGNEFFORT IN A TRULY VISIONARYCOMPANY LOOKING FOR A RETURN

V. Why do we need design strategies?

V. Why do we need design strategies? This is the only way for Sustainable competitive advantage & high added value.

V. Why do we need design strategies? Strategic design management take into account that design is a continuous element of corporate strategy.

Sources+ T. Lockwood&T. Walton (ed). 2008. Buiding Design Strategy: Using Design to Achieve key Business Objectives.+ S. Bojc. 2009. Neuvrščeno oblikovanje.+ www.deloitte.com+ M. Tajnikar, K. Pušnik. 2009, Mura ni reka, je podjetje. Reševanje tekstilnega giganta.Who needs design strategies? Design or economy?© Vizuarna d.o.o., June 2011

Thany you for your attention.

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