Defining X - The Changing Role of Design Reflections on the evolving role, meaning, value and purpose of design. Presentation held by Antti Pitkänen - Design Experience - Art Directors Club Stuttgart 2017

1. Defining X - The Changing Role of Design
Reflections on the evolving role, meaning, value and purpose of design.
Antti Pitkänen -
Design Experience - ADC
Defining X - The Changing Role of Design
Antti Pitkänen - DTalks- Bonn
Defining X - The Changing Role of Design
Design Experience
Art Directors Club Germany @anttipitkanen

2. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
MA Industrial and Strategic Design
Aalto University
into.aalto.fi
Project Manager
Design ROI Research Project
Aalto University
www.designroi.fi
Designer
Desigence Oy
HELSINKI
www.desigence.com
Co-Founder and
Managing Director
Seos Design Oy
www.seos.fi
Member of the Board
Finnish Design Business
Association
Co-Founder
Ideation for Positive Impact
BARCELONA
Ideationcards.com
Designer
Estudio Novo
ZARAGOZA
www.estudionovo.es
Designer
Noisy Studio S.L.
MADRID
www. noisystudio.com
Corporate English Teacher,
Vaughan System
BARCELONA
MINOR International Design
Business Management
Aalto University
www.aalto.fi
BA (Hons) Industrial Design
Birmingham City University
www.bcu.ac.uk
Co-founder,
Insights &
Strategy Director
Agile Work Oy
www.agilework.fi
2015 2016 2017
TIMELINE

3. ROLE
MEANING
VALUE
PURPOSE

4. Decade Value Role of Design Key Events
2010’s Change
Design as a Transformative
Process
Design Driven City
World Design Capital 2012
Design Associations
2000’s
Innovativeness and
Comptetiveness
Design as Innovation Driver
Aalto University
Muoto 2005!
1990’s Brand Building
Design for Creating
Experiences for Customers
National Design Policy
IDBM & PDP Programs
1980’s Design Management Design as Coordinator
ICSID Conference in Helsinki
CAD Software
1970’s The Rise of Ergonomics Design for User Understanding
First Design Agencies
In house Design Teams
1960’s Involving Industry
Design as Part of a Team
Together with Mechanics and
Marketing
Start of Design Education
1950’s Promoting the Nation Designer as a Creator Milan Biennale 1950
Figure: Developing Definition of Design in Finland
(Developed from Valtonen 2007)
Source: Antti Pitkänen / 2016

6. Designer as Creator
Designer asTeam member
Designer as Researcher
Designer as Storyteller
Designer as Facilitator
Designer asTransformer

7. DESIGN AS A CREATION

8. Portfolio
ANTTI PITKÄNEN
ANTTI PITKÄNEN / PORTFOLIO / 2016 / CONFIDENTIAL / ALL RIGHT S RESERVED

11. DESIGN AS TEAM ACTIVITY

12. ANTTI PITKÄNEN / PORTFOLIO / 2015 / CONFIDENTIAL / ALL RIGHT S RESERVED

16. DESIGN AS RESEARCH

18. 4+
X
MORNING
06:00-08:00
After washing and drying her
hair, Beate does her make-up.
She has realized that with natural
light she gets the best result.
Unfortunately the sun hasn’t
completely got up yet so she
turns on the bright light in the
mirror to get the same effect.
For tasks that demand more
accuracy the light responds to
the her movement by measuring
the distance of her face from the
mirror and adjusts the lights
accordingly.
The lights situated on the sides
and the top of the mirror allow
her get an even make-up on her
face. She has even managed to
avoid the annoying lines of
primer on her jaw as there are
now shadows projected on her
face.
After having spent 20-30
minutes, almost everyday for the
last weeks, in front of the mirror
she realizes that she doesn’t get
affected by the lack of sunlight in
the winter, but sleeps well, wakes
up easily and is on a better mood
through out the week.
• Bright light • Proximity sensor.
• Auto dimming lights
• Proximity sensor.
• Auto dimming lights
• Top and Side lights
• Bright light
I am the one who switches off the tap when people are brushing their teeth - my
mindset is environmental. I am careful when it comes to water
- Consumer, Italy
74% Of Respondents Preferred Access toto use natural light /
sunlight over artificial light to carry out certain activities such
as applying make-up.
Two Thirds Expressed Interest In Artificial Daylight Solutions –
In Italy Especially & Amongst Younger
74% - Yes
26% - No
62%
4+
X
MORNING
06:00-08:00
In the morning the light from the
the bathroom starts slowly
getting stronger, emitting light
into the bedroom.
The light is at its strongest just
before it is time for Karl to wake
up. This allows him usually to
gently wake up before his alarm
goes off.
Karl stays in bed for a little while
before getting up. He hesitates of
waking up Beate as she seems
to be in very deep sleep.
Karl goes to have a shower.
They have arranged this so as it
takes longer for her to wash her
hair. While he is in the shower
the lights emit an artificial full
spectrum light which helps him to
get energized for the day.
• Wake-up light
• Automatic / Pre-programmable Lights
• Dimmer.
• Bright light• Wake-up light
• Automatic / Pre-programmable Lights
• Dimmer.
In the last 6 months, we have established a routine. If my wife needs to wash her
hair then I go first so that she can have more time. We’ll discuss it in the evening as
it depends who has work the next day
- Consumer, Germany
73 %
68 %
67 %
69 %
62 %
46 %
48 %
4 %
7 %
7 %
5 %
6 %
21 %
19 %
22 %
25 %
26 %
25 %
31 %
33 %
33 %
0 % 20 % 40 % 60 % 80 %
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Morning Afternoon
The Bathroom Gets Used Most In The Mornings, Although
Weekend Use Patterns Extend To Later In The Day
4+
X
Project: Sanitec Intelligent Wash place
File: SANITEC_SmartWashplace_ComplexScenario_10102011.pdf
Karl and Beate have been
happily married for 20 years.
They have worked a great deal in
order to have balanced and
successful lifes.
DAY IN KARL AND BEATE’S LIFES
Karl works as a construction
engineer in the city and Beate as
history teacher in a nearby high
school. Karl has to generally
work longer days as he has to
commute into town, so a great
deal of the housework falls on
Beate.
They live in an residential area
near a major German city, in a
house that they designed and
built with the help of an architect
friend. Apart from comfort they
are concerned of the state of the
environment, that is why they
have carefully selected a number
of energy efficient solutions for
their home.
Karl and a Beate like to spend
their free time comfortably
together and have recently
installed a new intelligent wash
place which helps them get
through their hectic days easier.
39% Of respondents lived in household of two
Over 50% Of Households Contain Three Or More People
56%
Of respondents in Germany lived in a detached house
37% Cver all
1

19. Design ROI – Growth
Antti Pitkänen
Helsinki Design Club
“That what I can not measure,
I can not manage.”
Paul Lillrank

20. The Building Blocks

21. Design Value Index

22. DESIGN AS STORYTELLING

23. " The answer is possibility thinking – starting with a clear definition
of where you want to be and then spending time trying to figure out
what has to happen to make it true. “
Creating a Culture of Innovation
EDWARD GOLDMAN, INTEL WIRED MAGAZINE

28. DESIGN AS FACILITATION

29. BIOGENA / Customer Experience Journey / Confidential / All Rights Reserved / Seos Design
BIOGENA
Customer Experience Journey
Vienna 2015

32. DESIGN AS TRANSFORMATION
Telekom Design - Design Talks
Antti Pitkänen

33. “This is the great era of design, but be cautioned that
we’re also confronted by so much bad design that when
we encounter good design it can feel “transformative.”
Barry Wacksman, Chief Strategy Officer of Digital Agency R/GA,

36. "The future office must weave our digital identity into the
physical workplace in ways that make us super-
productive, super-collaborative, super-creative, and
perhaps even super-human.”
Daniel Chen
Product Strategy and Design at frog, Stanford GSB

37. DELIVER
DEFINE
DESIGN
Employee
Journeys
Visualization
Refurbishment
Sourcing
Supplies
Workshops
Online Surveys
Office Metrics
Change
Mangement
Webinars
Communication
Location
Services
Design
Observation
EMPLOYEE

39. JOINT CONFIDENTIAL39
ID
Technical
Sales
&
Solution
A…
Marketing
Internal and external
collaboration by business units
Collaboration with external
partners and customer

40. Project alley
Stand up meeting
Connected Café
Sharing Space
Waiting area
Ideation Spaces
Internal Meeting
Rooms
Team Spaces
Play / Breakout /
Exercise
Designated Workstations
Flexible Workstations
Retreat / Focus Rooms
RelaxPrint
Toilets
Phone Booths
External Meeting rooms

41. CENTRALIZED DECENTRALIZED DISTRIBUTED

42. GOOGLEAPPLE
Source: https://www.fastcodesign.com/3068474/the-real-difference-between-google-and-apple

43. “In 2020, Design will have enabled growth of well being in a
world of uncertainty. Design has become a core competence
both in private and the public sector.
The National Design Program vision (2013)

44. Designer as Creator
Designer asTeam member
Designer as Researcher
Designer as Storyteller
Designer as Facilitator
Designer asTransformer
Defining X - The Changing Role of Design
Design Experience
Art Directors Club Germany @anttipitkanen

45. Defining X - The Changing Role of Design
Reflections on the evolving role, meaning, value and purpose of design.
Antti Pitkänen -
Design Experience - ADC
@anttipitkanen
Defining X - The Changing Role of Design
Antti Pitkänen - DTalks- Bonn
Defining X - The Changing Role of Design
Design Experience
Art Directors Club Germany @anttipitkanen