“Design is a potent strategy tool that companies can use to gain a sustainable competetive advantage. Yet most companies neglect design as a strategy tool” writes Phillip Kotler. This presentation gives an introduction to what design is and what the some of the business benefits are. It also introduces the Norwegian Design Council, our history and what we do. Originally created for students who visit the design council in Oslo.

1. Design –
from a business perspective
INGJERD STRAAND JEVNAKER
Project Manager
isj@norskdesign.no

2. Good morning!
Nice to meet you.
I am....
 Project manager for the
NDC since 2007 Who are you?
 Main focus:
Communication, in
particular online
communication and social
meda
 Coordinate technical
development

3. Who are we?
What do we do?
What is design?
Why is it relevant for business?

4. “The Norwegian Design Council
promotes the use of design as a
strategic tool for innovation
- in order to achieve greater
creation of value in
Norwegian trade and industry”.

5. “Our aim is to increase Norwegian
businesses' understanding,
knowledge and use of design”.

6. Why?

7. “Design is a potent
strategy tool that
companies can use to gain
a sustainable competetive
advantage. Yet most
companies neglect design
as a strategy tool”.
Phillip Kotler
Kellogg School of Management

8. “Design is a potent strategy tool
that companies can use to gain
a sustainable competetive
advantage. Yet most companies
neglect design as a strategy tool”.
Phillip Kotler
Kellogg School of Management
“We aim to build bridges and
communicate the value of
strategic design”.

9. The Norwegian Design Council
 Founded in 1963
 Financed by the Norwegian
governement and projects
 20+ employees
 Budget: € 4 mill
 Design awards since the 60s
and the Award for Design
Excellence awarded every year
since 1984.
 Moved in to DogA in 2005

10. The Norwegian Centre for Design and Architecture.

11. Who are we?
What do we do?
What is design?
Why is it relevant for business?

12. Milan, 1957

13. Design awards jury, 1965

14. Official visit from Nigeria, 1969

15. Antwerp, 1970

16. Design awards ceremony, 1984

17. 2010

18. What we do....
Information &
Press Relations
Design Awards
Business
Consulting
Innovation
Conferences, Programmes
events and and R&D
exhibitions

20. AWARD FOR DESIGN EXCELLENCE
7 categories + 3 special awards
1. Packaging design
2. Interactive design
3. Industrial / product design
4. Furniture design
5. Textiles
6. Visual communication / graphic
design
7. Services
+
Inclusive design award
Environment award (green design)
Honorary award

24. New book in 2010
Innovating with people
The Business of Inclusive Design

30. DESIGNBASEN.NO
 Over 900 designers and design agencies from all diciplines
disipliner and regions in Norway – in one web site.

31. Who are we?
What do we do?
What is design?
Why is it relevant for business?

32. Common perception
Design = Style

35. Yes, design is often stylish.
But it can also be functional, ergonomic, useful,
innovative, intuitive etc.
- and it does not have to be a physical product.

38. Smart Bike
City biking ecosystem designed by Frost Produkt for Clear Channel
Implemented in Oslo, Trondheim, Gothenburg, Stockholm and Barcelona
Includes racks, bikes, maintenance car and user inteface.

39. Frost Produkt is responsible for designing the entire system –
everything from the bicycle frame to the electronic ID card for
the stand where the bikes are parked.

40. Oslo Bysykkel
iPhone App by Tarantell

41. A systems approach to design
allows for innovations from
other players which in turn
increase the value of the
system.

42. A more famous example...

44. Design is ....
“To initiate change in man-
made things”
Chris Jones, 1970

45. Design is ....
“...essentially an exercise in
problem solving”
The Blueprint Project,
University of Hertfordshire

46. Design is about....
“...improving things”

47. Design is about....
“...making things simpler”

48. Design is about ....
“...creating something
completely new”

49. Design is an important tool to solve new
challenges and create new opportunities.
Beyond form and function, design is
essentially a problem-solving tool.

50. The Design Process
2) Define
4) Deliver
Project development
Final testing, approval and
Project management
launch
Project sign-off
Targets, evaluation and
feedback loops
1) Discover
Market Research
User research
Managing information
Design research groups
3) Develop
Multi-disciplinary working
Visual management
UK DESIGN COUNCIL 2005 Development methods
Testing

51. ISO standard: Human Centred Design Process
for interactive systems
ISO 13407 / ISO 9241

52. If we have time...
IDEO Deep Dive film, 21 mins (ABC Nightline, 1999).
You can also watch this on YouTube.
Part 1: http://www.youtube.com/watch?v=ooN05Q030Qo
Part 2: http://www.youtube.com/watch?v=_7_sZy-kusw
Part 3: http://www.youtube.com/watch?v=FxO8t9Sonk8

53. Who are we?
What do we do?
What is design?
Why is it relevant for business?

55. CASE STUDY FROM NORWAY:
LOFOTEN

56. Design is profitable!
“Design is the most profitable investment
I have ever made”.
Sigvald Rist
CEO Lofotprodukt AS

57. Before...

62. THE RESULT
300 % INCREASE IN TURNOVER THANKS
TO REDESIGN OF PACKAGING AND
BRANDING.

63. FastCompanys MIC 2010 – top 3 companies

65. Some of the most innovative
companies in the world have
design as part of their strategy.

66. Design can be used as a
differentiator...

67. “The reason we invest in design
is essentially to separate
ourselves from the herd of other
airlines”.
Joe Ferry, Head of Design
Virgin Atlantic

68. “At Sony we assume that all
products of our competitors have
basically the same technology, price,
performance and features. Design is
the only thing that differentiates one
product from another in the
marketplace.”
Norio Ohga, former Chairman and CEO, Sony

69. ...or to cut costs/reduce impact
on the environment.

70. Research support:
Several studies conclude that design has an effect on
innovation, profitability and turnover.

71. “Design alert companies are IMPACT ON INNOVATION
DESIGN DIAGNOSE 2009
more innovative”.

72. DESIGN ALERT COMPANIES PERFORM BETTER THAN FTSE AVERAGE
UK DESIGN INDEX

73. 20% increased profitability for
new products when designers
are an important part of the
product development process.
Effectiveness of Design, Netherlands 2010
BNO / Erasmus University Rotterdam / Delft University of Technology

74. Q&A
Email: isj@norskdesign.no
Twitter: @norskdesign @ingjerd