1. DME Conference & Awards • Saint Etienne • 20-11-2014
Connecting the world of
business, management
and creativity
2. DMN (Design Management Network) The Netherlands
Pieter Aarts MDM
Member of the board DMN
Strategist and consultant ContentKings (Rotterdam)
Member of the jury Dutch Design Awards (Best Client)
Guest lecturer TUDelft, Nyerode, TU/e, KU Leuven (a.o.)
16. Short history / 1
Where we come from
1995 Initiative of a group of design
specialists
1999 Formal establishment DMN
foundation
2013 100+ participating design and
management professionals
17. Short history / 2
DMN today
Organizations Schiphol, Rabobank,
Ahold, Heineken, Philips
Design agencies EdenSpiekermann,
TotalIdentity, VBAT, studio Dumbar
Education & research TU Delft, TU/e,
InHolland, HKU Utrecht, TNO
18. Target groups / 1
Organizations
Which are interested in the strategic use
of design.
Design drives growth and creates
demand, realizes a durable competitive
advantage.
19. Target groups / 2
Design managers
& agencies
Focus on design as problem solver and
as driver for innovation.
Make intangibles tangible with methods
and tools such as co-creation,
workshops and storytelling.
20. Target groups / 3
Education & research
Design as subject for research and as
linking pin to other disciplines.
Identify and interpret issues and
translate them into accessible insights,
knowledge and tools.
22. DMN in short / 1
Vision
Organizations have to cope with a fast,
fundamentally changing context.
Creativity is necessary to be innovative
and to develop products and services
which are relevant for the user.
23. DMN in short / 2
Mission
DMN connects professionals who are
engaged in the use of design to help
organizations realize sustainable growth.
24. DMN in short / 3
Claim
DMN helps our participants to develop
and share knowledge on design as a
strategic organizational asset.
(e.g. to make identities tangible, generate
new product and service propositions
and design user centered experiences)
25. DMN in short / 4
Effect
By managing creative processes
effectively we contribute to designing
and managing the businesses of
the future.
28. Case / 1 / Heineken International & different designers
Effect
Design management creates a strong
brand, design delivers added value in
packaging, POS and retail.
‘Beer and especially lager is almost a
commodity, but the experience of a
premium global brand isn’t’
29.
30. Case / 2 / Dutch Railways (NS) & EdenSpiekermann
Effect
Design thinking creates a better UX and
delivers value to the customer journey,
and to the image and reputation of NS.
‘We aimed to truly understand the needs
of the client and developed a smart,
dynamic wayfinding solution’
31.
32. Case / 3 / Yepp (GMG) and different designers
Effect
Design management for a small company
ensures a consistent portfolio of
products, packaging, POS and online.
‘Products such as these are easy to copy
but a strong and meaningful brand isn’t’
33.
34. Case / 4 / TU Delft & different SMB Companies
Effect
Using UX, design thinking and tools leads
to better, more relevant and successful
products and services for small
companies.
‘Small steps and improvements are very
relevant and directly adds value’
