PARK's director Tim Selders talks about the role of design in business innovation. Topics that he addresses are: - the maturing of design in different industries - the financial value design prooves to deliver - the integration of design into other business functions, - ending with the role of design in business innovation.

1. Design in
Business Innovation

2. Introduction
Tim Selders
Co-founder & Director
7/13/15

3. 3
7/13/15
We are worlds leading consultancy
in the area of design management
and design leadership.

4. Introduction
We are worlds leading consultancy
in the area of design management
and design leadership.
4
7/13/15

6. Introduction
Role of Design in Business Innovation
7/13/15
6
1. Design
maturing…
2. Design
in
business
3. Value
of
design
4. Integrated
design
5. Design
in
business
innovation

7. Design Maturing…

8. Design

9. Design process
Design result

10. Design

12. Design

14. Design

17. Furniture
Automotive Fashion Consumer
Electronics
Furniture

18. P&G Coca-Cola Unilever

19. Festo Res-Q-tec Claas

20. Daimler CAR2GO Schiphol Airport Yellow Strom

21. More types of design
in more types of industries
Design
maturing…

22. ?Design
maturing…
More types of design
in more types of industries

23. ?More types of design
in more types of industries
€

24. Why?
‘Design is good business’

25. Design in business

26. Design?Tom Peters

27. • an easy-to-fill-in shipping form of
Federal Express
• a waiter who serves salads singing
like Placido Domingo in his role in
‘La Boheme’
• just as important for a product of 29
cent as for a product of 29.000 dollar
• everything that literally takes your
breath
• the guts to stop selling a product
that sells well if you have better idea
• dull perfectionism with passion
• in this time of telephone & e-mail
a handwritten letter of somebody
• the apple in the logo of Apple
• the lacking of ‘over-design’
• the sound of a closing door of a
Mercedes
Tom Peters

28. Quality
Experience
Innovation
Tom Peters

29. Quality
Experience
Innovation
€

30. €

31. Apple

32. LEGO
• LEGO
Friends
• +25%
revenue
• up
to
$1.6
billion
• by
one
new
product
line

33. bugaboo
in
10
years
growth
of
revenue
up
to
$100
million
and
from
1
designer
to
800
employees

34. Innocent
in
13
years
growth
of
revenue
up
to
$300
million

35. Design is
business
Design is business

36.
More
and
more
companies
consider
design
as
a
key
pillar
of
their
business
and
want
to
leverage
all
aspects
of
its
potential
value.
Design is business

37.
More
and
more
companies
consider
design
as
a
key
pillar
of
their
business
and
want
to
leverage
all
aspects
of
its
potential
value.

38. Value of design

39. The value
of design
Beauty
Function
Experience

40. Beauty
Function
Experience
€

41. €
• Better
customer
experience
• Stronger
differentiation
from
competitors
• Reduced
cost
price
• More
brand
awareness
• Stronger
brand
loyalty
• More
&
better
opportunities
• More
new
perspectives
on
doing
business
• More
efficient
processes
• Higher
level
of
employee
engagement
• More
positive
societal
impact

42. Chapter
title
7/13/15
42
More revenu
Less costs
More intangible assets
• Better
customer
experience
• Stronger
differentiation
from
competitors
• Reduced
cost
price
• More
brand
awareness
• Stronger
brand
loyalty
• More
&
better
opportunities
• More
new
perspectives
on
doing
business
• More
efficient
processes
• Higher
level
of
employee
engagement
• More
positive
societal
impact

43. • Better
customer
experience
• Stronger
differentiation
from
competitors
• Reduced
cost
price
• More
brand
awareness
• Stronger
brand
loyalty
• More
&
better
opportunities
• More
new
perspectives
on
doing
business
• More
efficient
processes
• Higher
level
of
employee
engagement
• More
positive
societal
impact

44. • Better
customer
experience
• Stronger
differentiation
from
competitors
• Reduced
cost
price
• More
brand
awareness
• Stronger
brand
loyalty
• More
&
better
opportunities
• More
new
perspectives
on
doing
business
• More
efficient
processes
• Higher
level
of
employee
engagement
• More
positive
societal
impact

45. Integrated design

46. Design in companies
Integration

47. Design in companies
From solistic staff function
to deeply integrated
in businesses or other functions

48. Design in marketing
From solistic staff function
to deeply integrated
in businesses or other functions

49. Design in marketing
‘Experience Design’

50. 360
‘Experience Design’

51. ‘Experience Design’

52. Design in R&D
‘Visionary Design’

53. ‘Visionary Design’

54. ‘Visionary Design’

55. Design in business
‘Service Design’

56. ‘Service Design’

57. ‘Service Design’

58. Design in
Business Innovation

59. Design in
business innovation
‘Design Thinking’

60. ‘Design Thinking’

63. Designers
adding value
to business
Business men
using design
capabilities

64. Business men
using design
capabilities

65. • has
a
holistic
view
on
‘design’:
business
development
and
strategic
planning
are
‘design’
problems
rather
than
merely
‘logic’
problems
• feels
he
is
doing
business
design
himself
and
owns
some
of
the
described
design
competencies
himself
• does
however
not
consider
bringing
in
design
function
for
business
development
&
strategic
planning
Jørgen Vig Knudstorp
(CEO LEGO)

66. ‘BusinessWeek’ on LEGO’s future

67. Designers
adding value
to business
Business men
using design
capabilities

68. Designers
adding value
to business

69. Johnson Controls
• Organize
&
facilitate
workshop
• in
view
of
‘strategic
business
planning’
• for
top
60
global
leaders
• improving
long-­‐term
thinking
• &
focusing
on
customer
and
consumer

70. ‘Design in
business innovation’
1. Design
maturing…
2. Design
in
business
3. Value
of
design
4. Integrated
design
5. Design
in
business
innovation