design | measuring design value · 2014. 7. 8. · coordinator: partners: cofinanced by:: measuring...

COORDINATOR: PARTNERS: COFINANCED BY::

€ Design | Measuring Design Value Brussels, 26th June 2014

€Design | Measuring Design Value

€Design team by Severin Filek - designaustria


measuring design value showing design‘s unique delivery

•  applicable to existing and new innovation platforms dealing with companies and other organisations •  aims at further refining skills and capabilities •  disseminates techniques to measure (and manage) design •  raising general awareness and providing specific insights within our stakeholder groupings

communication toolkit



tangible results deriving from the capacity to measure design impacts

•  will be a motivation •  will be a dynamic factor to increase awareness among stakeholders •  will be a contribution to consciousness of the economic and social relevance design plays •  shows design as a tool for advancing innovation




definition/framework:

to design is [to focus on] the integration of functional, emotional, and social utilities



pictograms were developed

goods services marketing methods

processes (production process, distribution method or delivery method)


pictograms were developed


goods

services

marketing methods

processes (production process, distribution method or delivery method)

functional utilities

social utilities

emotional utilities

in-house designer

outsourced designer

competitive advantage


current questions in the Community Innovation Survey (CIS) do not match respondents‘ perceptions of design ...

questions


... independent questions on design were formulated

•  Q1 asks for a comparison of innovations against competition along a number of dimensions

•  Q2 examines the introduction and attributes of different types of innovation

•  Q3 explores whether the design resources used are in-house, outsourced, or a combination of both

questions


In the canvas these questions were visualised and re-ordered.

communication toolkit consists of 1 canvas and 5 activity card sets


canvas

innovation cards (activity 3)

utility cards (activity 2)

specialists cards (activity 4)

rating cards (activity 5)

innovation field cards (activity 1)


place the 1 of the 4 innovation field cards

activity 1 in what field did your organisation introduce innovations?


place the 3 utility cards

activity 2 how do customers perceive your product (good/service)?

what functions can be performed?

how am I perceived by others?

how does it make me feel?


place the 3 of the 12 innovation cards

activity 3 what are the innovations in your organisation?


activity 3 activity 4 what type of design resources did your organisation use in the innovation process?

place the specialists cards:


activity 5 how competitive is your product/service in comparison with that of your competitor?

place the 5 rating cards:


•  Identify good/service/marketing/process innovation

•  compare with the competitor‘s products in the market

•  identify the specialists involved in the process

•  assess the perceived value of your goods, services, and/or methods, as well as those of your competitor

•  understand the potential of design for improvement

•  and it is a strong dynamic factor to increase awareness within stakeholder groupings

Thus, this communication tool will be useful to


download:

www.measuringdesignvalue.eu

thank you!

design | measuring design value · 2014. 7. 8. · coordinator: partners: cofinanced by:: measuring...

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