design strategies. who needs them? design or economy?

Who needs design strategies? Design or economy?

Marko Savić MA, MBA

Managing Director

I. Design and corporations

I. Design and corporations II. Design strategies in the

corporations

I. Design and corporations II. Design strategies in the

corporations III. Cooperation between boards,

strategic planners, designers and design managers

I. Design and corporations II. Design strategies in the

corporations III. Cooperation between boards,

strategic planners, designers and design managers

IV. The role of designers in design strategy development

I. Design and corporations II. Design strategies in the

corporations III. Cooperation between boards,

strategic planners, designers and design managers

IV. The role of designers in design strategy development

V. Why do we need design strategies?

I. Design and corporations

Michael Porter, Harvard Business School:

“…a strong sense of corporate identity…

I. Design and corporations

“…a strong sense of corporate identity…

… slavish ad-herence to business units finan- cial results…”

Michael Porter, Harvard Business School:

=

II. Design strategies in the corporations

II. Design strategies in the corporations

major trends in the marketplace

II. Design strategies in the corporations

major trends in the marketplace

+ DESIGN AS A CORE COMPETENCE

photo: swatch.com

photo: Stockphoto

photo: iStockphoto

II. Design strategies in the corporations

major trends in the marketplace

+ DESIGN AS A CORE COMPETENCE + INTEGRATION OF DESIGN INTO THE BUSINESS WORLD

photo: microsoft.com

photo: businessweek.com

II. Design strategies in the corporations

major trends in the marketplace

+ DESIGN AS A CORE COMPETENCE + INTEGRATION OF DESIGN INTO THE BUSINESS WORLD + DESIGN MANAGEMENT AND PLA- NNING AS A FOCUS FOR CONSUL- TANCIES

II. Design strategies in the corporations

major trends in the marketplace

+ DESIGN AS A CORE COMPETENCE + INTEGRATION OF DESIGN INTO THE BUSINESS WORLD + DESIGN MANAGEMENT AND PLA- NNING AS A FOCUS FOR CONSUL- TANCIES + MERGING OF BUSINESS AND DESIGN EDUCATION

III. Cooperation between boards, strategic planners, designers and

design managers

III. Cooperation between boards, strategic planners, designers and

design managers

“Design aware executive”

III. Cooperation between boards, strategic planners, designers and

design managers

“Design aware executive”

Mrs. Davorin Savnik in 1960s and ’70s influential design consultant of then Director General of the corporation Iskra.

photo: iskra46-90.com

Automatic telephone ATA 30

Davorin Savnik, 1965

III. Cooperation between boards, strategic planners, designers and

design managers

30.000 employees in the middle of 1970s

III. Cooperation between boards, strategic planners, designers and

design managers

List of

500 largest corporations in central Europe

III. Cooperation between boards, strategic planners, designers and

design managers

41. - Petrol 46. - Mercator

134. - Gorenje 143. - Merkur 151. - Revoz 199. - HSE 204. - Lek 208. - Krka 238. - Telekom Slovenije 312. - SIJ 330. - Engrotuš 384. - Salbatring 448. - Impol 495. - Eles

From Slovenia:

List of

500 largest corporations in central Europe

Source: www.deloitte.com, za 2008

III. Cooperation between boards, strategic planners, designers and

design managers

41. - Petrol 46. - Mercator

134. - Gorenje 143. - Merkur 151. - Revoz 199. - HSE 204. - Lek 208. - Krka 238. - Telekom Slovenije 312. - SIJ 330. - Engrotuš 384. - Salbatring 448. - Impol 495. - Eles

From Slovenia:

List of

500 largest corporations in central Europe

Source: www.deloitte.com, za 2008

III. Cooperation between boards, strategic planners, designers and

design managers

41. - Petrol 46. - Mercator

134. - Gorenje 143. - Merkur 151. - Revoz 199. - HSE 204. - Lek 208. - Krka 238. - Telekom Slovenije 312. - SIJ 330. - Engrotuš 384. - Salbatring 448. - Impol 495. - Eles

From Slovenia:

List of

500 largest corporations in central Europe

Source: www.deloitte.com, za 2008

III. Cooperation between boards, strategic planners, designers and

design managers

41. - Petrol 46. - Mercator

134. - Gorenje 143. - Merkur 151. - Revoz 199. - HSE 204. - Lek 208. - Krka 238. - Telekom Slovenije 312. - SIJ 330. - Engrotuš 384. - Salbatring 448. - Impol 495. - Eles

From Slovenia:

List of

500 largest corporations in central Europe

Source: www.deloitte.com, za 2008

III. Cooperation between boards, strategic planners, designers and

design managers

How many of the largest corporations in Slovenia have design represented at the highest/board level?

III. Cooperation between boards, strategic planners, designers and

design managers

How many of the largest corporations in Slovenia have design represented at the highest/board level?

www.deloitte.com

IV. The role of designers in design strategy development

IV. The role of designers in design strategy development

Know-ledge on design strategies

IV. The role of designers in design strategy development

Know-ledge on design strategies

+ OFTEN CONFUSED WITH FUTURE FANTASY.

IV. The role of designers in design strategy development

Know-ledge on design strategies

+ OFTEN CONFUSED WITH FUTURE FANTASY. + CONTROLS THE AMOUNT OF SUBJECTIVITY IN THE PRODUCT OR SERVICE DEVELOPMENT PROCESS.

IV. The role of designers in design strategy development

Know-ledge on design strategies

+ OFTEN CONFUSED WITH FUTURE FANTASY. + CONTROLS THE AMOUNT OF SUBJECTIVITY IN THE PRODUCT OR SERVICE DEVELOPMENT PROCESS. + 6…

IV. The role of designers in design strategy development

GENERIC DESIGN STRATEGIES FOR AN ADOPTION CURVE.

ADOPTION CURVE

INNOVATORS

2,5 %

ADOPTION CURVE

INNOVATORS

2,5 %

EARLY

ADOPTERS

13,5 %

ADOPTION CURVE

INNOVATORS

2,5 %

EARLY

ADOPTERS

13,5 %

EARLY

MAJORITY

34 %

ADOPTION CURVE

INNOVATORS

2,5 %

EARLY

ADOPTERS

13,5 %

EARLY

MAJORITY

34 %

LATE

MAJORITY

34 %

ADOPTION CURVE

INNOVATORS

2,5 %

EARLY

ADOPTERS

13,5 %

EARLY

MAJORITY

34 %

LATE

MAJORITY

34 %

LAGGARDS

16 %

ADOPTION CURVE

ADOPTION CURVE AS A TOOL TO DEVELOPE DESIGN STRATEGIES

ENDORSE + Electric

cars

+ Home

robots

+ WiMax

Cases curent circa August 2007

CURATE + Hybrid

cars

+ TiVo

+ HDTV

ADOPTION CURVE AS A TOOL TO DEVELOPE DESIGN STRATEGIES

INTE-

GRATE + MP3

players

+ Satellite

TV

+ Smart

phones

ECO-

NOMIZE + Cell

phones

+ DVD

players

+ Inkjet

printers

PLAY + Analog

TVs

+ Cordless

phones

REFRESH + Lightbulbs

+ Film

camers

ENDORSE + Electric

cars

+ Home

robots

+ WiMax

Cases curent circa August 2007

CURATE + Hybrid

cars

+ TiVo

+ HDTV

ADOPTION CURVE AS A TOOL TO DEVELOPE DESIGN STRATEGIES

INTE-

GRATE + MP3

players

+ Satellite

TV

+ Smart

phones

ECO-

NOMIZE + Cell

phones

+ DVD

players

+ Inkjet

printers

PLAY + Analog

TVs

+ Cordless

phones

REFRESH + Lightbulbs

+ Film

camers

ENDORSE + Electric

cars

+ Home

robots

+ WiMax

Cases curent circa August 2007

CURATE + Hybrid

cars

+ TiVo

+ HDTV

ADOPTION CURVE AS A TOOL TO DEVELOPE DESIGN STRATEGIES

INTE-

GRATE + MP3

players

+ Satellite

TV

+ Smart

phones

ECO-

NOMIZE + Cell

phones

+ DVD

players

+ Inkjet

printers

PLAY + Analog

TVs

+ Cordless

phones

REFRESH + Lightbulbs

+ Film

camers

ENDORSE + Electric

cars

+ Home

robots

+ WiMax

Cases curent circa August 2007

CURATE + Hybrid

cars

+ TiVo

+ HDTV

ADOPTION CURVE AS A TOOL TO DEVELOPE DESIGN STRATEGIES

INTE-

GRATE + MP3

players

+ Satellite

TV

+ Smart

phones

ECO-

NOMIZE + Cell

phones

+ DVD

players

+ Inkjet

printers

PLAY + Analog

TVs

+ Cordless

phones

REFRESH + Lightbulbs

+ Film

camers

ENDORSE + Electric

cars

+ Home

robots

+ WiMax

Cases curent circa August 2007

CURATE + Hybrid

cars

+ TiVo

+ HDTV

ADOPTION CURVE AS A TOOL TO DEVELOPE DESIGN STRATEGIES

INTE-

GRATE + MP3

players

+ Satellite

TV

+ Smart

phones

ECO-

NOMIZE + Cell

phones

+ DVD

players

+ Inkjet

printers

PLAY + Analog

TVs

+ Cordless

phones

REFRESH + Lightbulbs

+ Film

camers

ENDORSE + Electric

cars

+ Home

robots

+ WiMax

Cases curent circa August 2007

CURATE + Hybrid

cars

+ TiVo

+ HDTV

ADOPTION CURVE AS A TOOL TO DEVELOPE DESIGN STRATEGIES

INTE-

GRATE + MP3

players

+ Satellite

TV

+ Smart

phones

ECO-

NOMIZE + Cell

phones

+ DVD

players

+ Inkjet

printers

PLAY + Analog

TVs

+ Cordless

phones

REFRESH + Lightbulbs

+ Film

camers

ENDORSE + Electric

cars

+ Home

robots

+ WiMax

Cases curent circa August 2007

CURATE + Hybrid

cars

+ TiVo

+ HDTV

ADOPTION CURVE AS A TOOL TO DEVELOPE DESIGN STRATEGIES

INTE-

GRATE + MP3

players

+ Satellite

TV

+ Smart

phones

ECO-

NOMIZE + Cell

phones

+ DVD

players

+ Inkjet

printers

PLAY + Analog

TVs

+ Cordless

phones

REFRESH + Lightbulbs

+ Film

camers

Apple HP Dell

IV. The role of designers in design strategy development

Design as a profession

IV. The role of designers in design strategy development

Design as a profession

Visualise strategic design thinking

IV. The role of designers in design strategy development

IV. The role of designers in design strategy development

Major design effort create a continuous pipeline of innovations

PRESENTING MAJOR DESIGN EFFORT IN AN ORDINARY COMPANY LOOKING FOR A RETURN

PRESENTING MAJOR DESIGN EFFORT IN AN ORDINARY COMPANY LOOKING FOR A RETURN

PRESENTING MAJOR DESIGN EFFORT IN AN ORDINARY COMPANY LOOKING FOR A RETURN

PRESENTING MAJOR DESIGN EFFORT IN A SMART COMPANY LOOKING FOR A RETURN

PRESENTING MAJOR DESIGN EFFORT IN A SMART COMPANY LOOKING FOR A RETURN

PRESENTING MAJOR DESIGN EFFORT IN A TRULY VISIONARY COMPANY LOOKING FOR A RETURN

PRESENTING MAJOR DESIGN EFFORT IN A TRULY VISIONARY COMPANY LOOKING FOR A RETURN

PRESENTING MAJOR DESIGN EFFORT IN A TRULY VISIONARY COMPANY LOOKING FOR A RETURN

V. Why do we need design strategies?

V. Why do we need design strategies?

This is the only way for

Sustainable competitive advantage

& high added value.

V. Why do we need design strategies?

Strategic design management take into account that design is a continuous element of corporate strategy.

Who needs design strategies? Design or economy? © Vizuarna d.o.o., June 2011

Sources

+ T. Lockwood&T. Walton (ed). 2008.

Buiding Design Strategy: Using Design to

Achieve key Business Objectives.

+ S. Bojc. 2009. Neuvrščeno oblikovanje.

+ www.deloitte.com

+ M. Tajnikar, K. Pušnik. 2009, Mura ni reka, je

podjetje. Reševanje tekstilnega giganta.

Thany you for your attention.