1.
Barriers between
design and business
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2.
Getting a place
at the table
Thank you
Spotify
Airbnb
Uber
etc

3.
Everything is
going nuts
Looking at the
old, won’t help
us predicting
what comes next.
Participating in
designing the
future seems like
the option left
to do

4.
Empathy
Hypothesis
Creativity
Problemsolving
Tangibility
Prototyping
Human
Doing

5.
THANK
GOD FOR
DESIGN
THINKING
IDEO
Super
Co-creation
tools
Simplicity
in
complexity
Outstanding
problem-
solving
processes
Prototype
Test
Learn
Prototype
Test
Learn
etc
Sprint
Sprint
Sprint
Quantity
over
quality
Ends in
prototype
stages
Very time
consuming
Where’s
the
magic?

6.
So far so good

7.
We need a better
way to define
where we come
from, where we
are going and how
we get there.
The big
compromise

8.
Business
Driven by sense
Failure is not an option
We need to know what we get
Run by measurement
Design
Driven by sensibility
Failure is an option
We know nothing yet
Often unmeasurable

9.
1 3 52 4
Nut to crack
How to get the right
start, goal and how to
get there?

10.
Questionary
Hvad er de største
udfordringer du/I møder i
arbejdet med skabe innovative
designløsninger?
1

11.
Answer
”Tilbageholdenhed/Konservatisme
fra ledelsen og den øvrige
forretning, da det kan afvige
meget, fra hvad de er vant til
at se.”
1

12.
Answer
”... pharmaindustrien er meget
langsom og modvillig til at
være innovative hvad angår
digital og design.”
1

13.
Questionary
Hvad er dine/jeres største
bekymringer ved at lykkedes
med en succesfuld
designproces?
2

14.
Answer
”For mange kokke” – ofte har
ledelsen også en klar holdning
til design, men uden at have
en faglig baggrund til at
vurdere fx input. Det ender
tit ud i ”jeg synes”
2

15.
Answer
”Tidspres og de dele af
processen der ofte overlades
til andre bureauer er de trin
i processen der oftest fører
til fejl og miskommunikation.”
2

16.
Questionary
På en skala fra 1 til 10 –
Hvor på skalaen vil du/I
placere jeres organisation
ift. graden af modighed, når
der skal skabes innovative
designløsninger? Uddyb meget
gerne med en kommentar
3

17.
Answer
7 6 9 8 N/A N/A3

18.
Questionary
Andet?4

19.
Answer
4
Design og (digital) innovation spiller en central
rolle i de fleste globale succeshistorier fra
forretningsverdenen fra de sidste 10 år (Uber,
Airbnb, Apple, Google, Shopify, mv.). Hvordan kan det
så være, at design og digital innovation så stadigvæk
er lidt prioriteret i relativt mange danske
virksomheder? Eller at de bliver i små siloer blandt
store virksomheder?
Eksempel: XXX taler en del om innovation.. og så
lancerer de rimelig træls hjemmeside? XXX.dk forsiden
burde være deres flagship produkt - deres ypperste
salgskanal

20.
How
Making sense
We-create
Design doing

21.
Making sense:
Answering the
right questions
and validate
solutions

22.
Where does it
all start?
The com. strategy dilemma:
You need everyone to engage and keep
a simple and strong message.
Note

23.
Creating the
brief
ROI
Business
Plan

24.
Answering the
brief

25.
Asking why before
it all begins
Asking what really matters,
creates a much stronger
solution.

26.
Example
SMK pitch

27.
”How can we create a more
engaging experience for
families with children, that
wants to plan and visit the
National Gallery of Art
(SMK)?”
How we work

28.
Mapping

29.
Mapping

30.
”We believe we can create a
more engaging experience, if
we engage children in the
planning and support their
physical experience
digitally.”
Hypothesis

31.
Sketching

32.
Select

33.
Prototype

34.
Linktilprototype:
https://tinyurl.com/SMKKiddo
L I N K

35.
Test

36.
Tests create
validation

37.
Whats next?

38.
We-create

39.
:
Creating
transperancy,
understanding
and trust.
We-create

40.
No more mailing back and
forward – Work on the
same side

41.
Make design transperant!

42.
Methods, processes,
creating warrooms take
us far ...

43.
The ”I think ...”
situation

44.
Everybody thinks something
of anything.
Problem

45.
Deciders need to
participate
Solution

46.
Example
VIA University College
Corporate Identity

47.
Insights
Ego > < VIA

48.
Concept

49.
Execution

50.
Insigths
Process
Concept
ExecutionDesicion
making

51.
Reflection
”This solution breaches with
everything i have learned.
But still i KNOW its the
right solution.”
Karen Lebeck
Project Manager

52.
Design doing

53.
:
Let design
talk the talk,
so we can
walk the walk.
Design doing

54.
What the F*** is
good design?
Problem of
talking design

55.
Problem of
talking design
What the F*** is
good design?

56.
Everybody is
entitled to have
their own opinion.
Problem of
talking design

57.
Design will often
loose the argument

58.
Designing is fast :)
Details and corrections
are not :(
Lets go there fast.
Design Doing
Round 1

59.
Design Doing
Round 2

60.
Example
DDSKS pitch

61.
PITCH

62.
DDSKS:
OPLÆG

63.
DDSKS:
OPLÆG

64.
DDSKS:
OPLÆG

65.
DDSKS:
OPLÆG

66.
DDSKS:
OPLÆG

67.
DDSKS:
OPLÆG

68.
DDSKS:
OPLÆG

69.
Example
DDSKS final

70.
Business
Needs to be braver
Find out what really
matters
Decisionmakers all
the way
Design
Needs to create more
security
Become transperant
Let design do the
talking
The take away
in short
Business Design