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Design for Systemic Change: Towards a Design Society - Christian Bason, Danish Design Center

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DAY ONE – OCT 2nd 2015 at Global Service Design Conference NYC
MORNING KEYNOTE / / BIG PICTURE VALUE & IMPLEMENTATION

more info at: http://bit.ly/D4SystemicChange

Published in: Design

Design for Systemic Change: Towards a Design Society - Christian Bason, Danish Design Center

  1. 1. DESIGNING FOR SYSTEMIC CHANGE: TOWARDS A DESIGN SOCIETY 1 Christian Bason CEO, Danish Design Centre
  2. 2. Can design (continue to) be part of the story?
  3. 3. CHANGING DESIGN & CONTEXT 3
  4. 4. SOMETHING’S GOING ON IN THE WORLD. 4
  5. 5. SOMETHING’S GOING ON IN THE WORLD OF DESIGN. 5
  6. 6. DIFFUSION?
  7. 7. Expert design vs Diffuse’ design  
  8. 8. CONSOLIDATION?
  9. 9. LUNAR ADAPTIVE PATH DESIGNIT
  10. 10. MCKINSEY & CO CAPITAL ONE WIPRO
  11. 11. EXPANSION?
  12. 12. SPLINTERING?
  13. 13. Craft vs Mass production? ’Heroic’ designer vs Co-designer? Product design vs Service design? Growth vs Social change? The splintering of design
  14. 14. As design is rapidly transforming, what are the ways in which design practice create value for businesses & society?
  15. 15. CHANGING… DESIGN POLICY DESIGN LEADERSHIP 15
  16. 16. CHANGING DESIGN POLICY 16
  17. 17. MACRO DESIGN DESIGN FOR POLICY AN APPROACH TO USER- CENTRED CREATION OF PUBLIC OUTCOMES
  18. 18. HOW MIGHT WE ACCELERATE THE VALUABLE USE OF DESIGN IN BUSINESS? 18
  19. 19. DDC WANTS TO MAKE DESIGN A TOP COMPETITIVE FACTOR IN DANISH BUSINESSES TODAY ONLY 15 PCT USE DESIGN STRATEGICALLY* 20 *EU  Commission  2015  
  20. 20. DESIGN SQUARED CAN WE CATALYSE DESIGN – BY DESIGN?
  21. 21. THE GROWTH JOURNEY
  22. 22. EXPERIMENT WHAT DON’T WE KNOW ABOUT DESIGN? -> Engage businesses and designers to find out Source:  1508  
  23. 23. LEARN HOW DOES DESIGN CREATE VALUE, NOW? -> Observe design practice in action
  24. 24. SHARE GIVE EVERYONE ACCESS TO NEW INSIGHTS -> Platforms for catalysing learning for change
  25. 25. PROTOTYPE Experiment Learn Share PROGRAM SKALA DDC’S PLATFORMS PROTOTYPE
  26. 26. PROTOTYPE Experiment Learn Share Learn Experiment Share PROGRAMME SKALA DDC’S PLATFORMS PROGRAMME
  27. 27. PROTOTYPE Experiment Learn Share Learn Experiment Share Share Learn ExperimentPROGRAMME SCALE DDC’S PLATFORMS SCALE
  28. 28. CHANGING DESIGN LEADERSHIP 30
  29. 29. MICRO DESIGN SHAPING THE FUTURE DESIGN LEADERSHIP AS AN INNOVATION TOOL
  30. 30. 32 DESIGN  AS  FUTURE-­‐MAKING   DESIGN  AS  DECISION-­‐MAKING  
  31. 31. “A design attitude views each project as an opportunity for invention that includes a questioning of basic assumptions and a resolve to leave the world a better place than we found it.” Boland & Collopy (2004)
  32. 32. From ”Which decision should I make?” To “What should I make a decision about?”
  33. 33. What is the problem/ opportunity space? What could be a better future situation? How might we expand our range of options to decide about? Design attitude Decision attitude (”designing”) (”managing”) What is the decision space? What is the current or past situation? Which decision should I make?
  34. 34. What happens between designers and managers?
  35. 35. Or, what can managers do to make designers succesful?
  36. 36. EXPLORING THE PROBLEM SPACE GENERATING ALTERNATIVE SCENARIOS ENACTING NEW PRACTICES #1 Challenging assumptions #2 Leveraging empathy #3 Stewarding divergence #4 Navigating the unknown #6 Insisting on value- creation #5 Making the future concrete 6 DESIGN ENGAGEMENTS
  37. 37. EXPLORING THE PROBLEM SPACE 39 Source:  DDC  
  38. 38. ”It was an eye-opener”. #1 CHALLENGING ASSUMPTIONS 40
  39. 39. ”Sometimes you have to make a choice. Users first, or employees first?” #2 LEVERAGING EMPATHY 41
  40. 40. 42 Source:  1508   GENERARING ALTERNATIVE SCENARIOS
  41. 41. ”The art of aligning decisions with impact when many minds are involved in making a plan and many hands in enacting it.” #3 STEWARDING DIVERGENCE 43
  42. 42. ”It’s a loss of control, but it is a positive loss of control.” #4 NAVIGATING THE UNKNOWN 44
  43. 43. 45 Source:  1508   ENACTING NEW PRACTICES
  44. 44. ”My staff don’t question the insights from the design project; they question the consequences for our organisation”.
  45. 45. ”What else could be really crazy?” #5 MAKING THE FUTURE CONCRETE 47
  46. 46. Source: Izone
  47. 47. ”I want everybody to win.” #6 INSISTING ON VALUE 49
  48. 48. Christian Bason chb@ddc.dk Twitter @christianbason ?

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