European Design Innovation Initiative

1. European Design Innovation Initiative Expert Network Kreativwirtschaft 24. Jänner 2012

2. EK-Konsultation: Design as a driver of user-centred innovation (2009) Arbeitspapier der EK/GD Unternehmen & öffentliche Konsultation: Soll mehr getan werden, um Design in der Innovationspolitik zu unterstützen? 500 beantworteten den Fragebogen: • 91% sehen Design als sehr wichtig für die Wettbewerbsfähigkeit Europas • 96% wünschen Initiativen für Design iRd Innovationspolitik Conclusion Firmen, die in Design investieren sind innovativer, profitabler und wachsen schneller Design ist eine treibende Kraft für Innovation und ist ein Beispiel eines unerkannten Potentials - speziell für KMUs, um nutzerzentrierte Produkte und Services auf den Markt zu bringen www.creativwirtschaft.at

3. Europa 2020: Innovation Union (2010) • “Offenheitfördern und KapitalausEuropasKreativpotentialschlagen” • Unternehmeninnovierenunterschiedlichst: alleFormen (nichtnurtechnologische) der Innovation berücksichtigen • SpezifischeKonzeptefürKultur- u. Kreativwirtschaft • Design: Schlüsseldisziplin, um Ideenmarktfähigzumachenanerkannt. • Neue Trends wie „open“ - oder „collaborative innovation“ habeneinenlangfristigenNutzenfürWirtschaft und Gesellschaft. • Ungleichgewichtzwischen den einzelnen EU-Ländern in Fragen von Design: Unternehmen & Ausbildung • Selbstverpflichtungder EK • Einrichtung eines „European Design Leadership Board“: Vorschläge, wie Design eine größere Rolle in der Innovationspolitik spielen kann z. B. durch EU- und/oder nationale Programme, "European Design Excellence" Label. www.creativwirtschaft.at

4. Maßnahmen European Design Innovation Initiative KOMMISSION DC Industry & Enterprise Katja Rappel Christine Simone EDII Secretariat ALTO UNIVERSITY TapioKoskinen EDII LEADERSHIP BOARD 15 Members • Bericht: Design Innovation and co-creation / design thinking • 1. Call: Projects & Research Oktober 2011 3 Mio.€ • 2. Call April 2012 4-5 Mio.€ • Empfehlungen: Leitlinien, Normen, Good Practices www.creativwirtschaft.at

5. European Design Innovation Initiative • Europäische Kommission, GD Unternehmen: Design als wichtigen Treiber von Innovationen, besonders im Dienstleistungsbereich • Ziel der Initiative: Designbewusstsein stärken, Potential von Design in Innovationsprozessen vorantreiben, so zur Innovationsunion beizutragen. • Leadershipboard besteht aus 15  europäischen Experten, die die Europäische Kommission seit Mai 2011 bei der Entwicklung einer Strategie und Maßnahmen beraten Mehr Infos http://ec.europa.eu/enterprise/policies/innovation/policy/design-creativity/edii_en.htm www.creativwirtschaft.at

6. European Design Leadership Board • Auswahlfür das EDII Leadershipboard • * VerschiedeneHintergründefür Design und Innovation • * Vertreter von Organisationen von Innovation und Design • * UniversitäreForschung • * Nutzer von Design in verschiedenenstrategischen • Branchen und Sektoren • Baugewerbe • ICT • Automotive • Gesundheitswesen • Tourismus • Luxusgüter • Design Thinking BEDA, Deborah Dawton, President Rat für Formgebung, Andrej Kupetz Chairman Capital Helsinki 2012 Olli-PekkaKallasvuo Design Research Audi Group KlemensRossnagel, Professor in Pol. di Milano Roberto Verganti, Livia Tirone, TIRONE NUNES www.creativwirtschaft.at

7. Aufgaben • Beratung der Kommission in Fragen von Design für Innovationspolitik • Entwicklung von Empfehlungen die in den EU-Kremien, Mitgliedsländern und Regionen implementiert werden können. • Bewusstseinsbildung über das Potential von „nutzerzentrierten“ und markt-getriebenen Innovation durch Design und Design thinking. www.creativwirtschaft.at

8. X June 2012 6th EDII LB meeting & Design Summit •Presentation of the final report on policy recommendations •Launch of awareness rasing strategy 27 May 1st EDII Leadership Board meeting Open discussion on 1st activities to be launched end of July X February 2012 4th EDII LB meeting •Joint event with Creative Industries Alliance • Launch of public consultation •Potentially definition of a 2nd call for proposals X Avril 2012 5th EDII LB meeting • Working doc on final conclusions •Discussion on the awareness raising strategy for the policy recommendations X December 3rd EDII LB meeting Discussion on first draft policy conclusions (consultation document) 27. April 2012 5th EDII LB meeting • Working doc on final conclusions •Discussion on the awareness raising strategy for the policy recommendations X February 2012 4th EDII LB meeting •Joint event with Creative Industries Alliance • Launch of public consultation •Potentially definition of a 2nd call for proposals 27 May 1st EDII Leadership Board meeting Open discussion on 1st activities to be launched end of July 27 May 1st EDII Leadership Board meeting Open discussion on 1st activities to be launched end of July 26 Jan. 2012 4th EDII LB meeting •Joint event with Creative Industries Alliance • Launch of public consultation •Potentially definition of a 2nd call for proposals X December 3rd EDII LB meeting Discussion on first draft policy conclusions (consultation document) 27 May 1st EDII Leadership Board meeting Open discussion on 1st activities to be launched end of July X February 2012 4th EDII LB meeting •Joint event with Creative Industries Alliance • Launch of public consultation •Potentially definition of a 2nd call for proposals X Avril 2012 5th EDII LB meeting • Working doc on final conclusions •Discussion on the awareness raising strategy for the policy recommendations 8/9 Dec. 3rd EDII LB meeting Discussion on first draft policy conclusions (consultation document) X Avril 2012 5th EDII LB meeting • Working doc on final conclusions •Discussion on the awareness raising strategy for the policy recommendations X December 3rd EDII LB meeting Discussion on first draft policy conclusions (consultation document) Year 2013 Year 2013 Year 2011-2012 Year 2011-2012 Year 2011-2012 Year 2011-2012 Dissemination of policy conclusions and awareness raising throughout 2012 and 2013 Dissemination of policy conclusions and awareness raising throughout 2012 and 2013 Dissemination of policy conclusions and awareness raising throughout 2012 and 2013 Dissemination of policy conclusions and awareness raising throughout 2012 and 2013 Arbeitsplan der EDII 6/7 October 2nd EDII LB meeting First discussion onpolicy recommendations DEADLINE Secretariat for EDII - service contract 2 years under 2010-2012 Call for Proposals on Design & Innovation under CIP programm 2011 budget 3 Mio 3 - 4 EC funded Projects under CIP program 2011 2nd Call for Proposals on Design & Innovation 4Mio www.creativwirtschaft.at

9. EDII CALL: 1st Action Plan of the European Design Innovation Initiative • TITLE: Joint actions for non-technological, user-centred innovation: • The present call for proposals aims at improving the impact of innovation policies by speeding up the take up of design as a user-centered innovation tool in national, regional and EU innovation policies. • Main issues to be addressed by the call for proposals are: • to develop a joint vision, joint priorities and joint actions for non-technological, user-centred innovation with participating countries and stakeholders; • to mainstream design into innovation and better integrate design and user-centred innovation approaches into innovation projects, policy, support across Europe; • to raise the awareness of design and user-driven innovation and the use of design for economic, environmental and social purposes; • to improve the circulation of experiences and good practices in the area of user-centred innovation and design in innovation policy. www.creativwirtschaft.at

10. EDII CALL • The specific objectives of the call are, in particular: • To allow mutual policy-learning and transnational cooperation by testing the transferability of best practices ("learning by doing"): between experienced actors (already implementing design innovation policy) towards actors willing to become active providers of design innovation support services. • To mobilisenational, regional and European support providers towards Design Innovation support. • To tap on creativity and expertise of support providers and policy-makers to benchmark different approaches and methodologies towards design as a user-centred and market driven innovation tool. • Results so far: • * 3 times more Projects than expected - 4 times more money needed than budget plan • * Projects: Networking, good practices and academic (evaluation on activities and dissemination) • * New Call 2012 with more Budget www.creativwirtschaft.at

11. Themen 1. Measurement of design impact for better public and business investment 2. Education, Research and recognition of design 3. Branding European Design on Global market 4. Programms and Policies for Design Innovation www.creativwirtschaft.at

12. 1. Measurement of design impact for better public and business investment  • EVIDENCE / MEASUREMENT INSTRUMENTS ON ECONOMIC VALUE OF DESIGN • PUBLIC PROCUREMENT • DESIGN IN ACCOUNTING – intangible value of design • offen: Access to Finance www.creativwirtschaft.at

13. 2. Education, Research and recognition of design EDUCATION AND SKILLS FOR DESIGN AND MANAGERS/ENTREPRENEURS – how should we increase the efficiency of design? ROLE OF EDUCATIONAL SYSTEM DESIGN RESEARCH, Linking all different design disciplines (history, research, design,…) IP, Intelectual Property PROTECTION OF DESIGN AND ENFORCEMENT offen: Crafts and Design offen: cultural heritage www.creativwirtschaft.at

14. 3. Branding European Design on Global market BRINGING PRODUCTION BACK TO EUROPE CULTURE, IDENTITY, QUALITY OF LIFE – EU positioning in the global market www.creativwirtschaft.at

15. 4. Programms and Policies for Design Innovation  EU POLICY PRIORITIES & CULTURAL TRENDS AND A CONTRIBUTION OF DESIGN IN THEM  ROLE OF DESIGN IN DEVELOPMENT AND INNOVATION  – potential for different sectors  / economies and public services / public procurement ROLE OF DESIGN FOR JOBS AND GROWTH – with a particular focus on SMEs; different for creative and non-creative sectors; growth as value creation not value shifting; IMPACT OF DESIGN INNOVATION SUPPORT AWARENESS RAISING TO POLICY MAKERS AND STAKEHOLDERS - How? offen: European Plattforms for Co-Design  offen: Living Labs www.creativwirtschaft.at

16. Designleiter www.creativwirtschaft.at

17. Service & Product Development User Involvement Fundamental Research Applied Research DemonstrationPiloting Market Mainstream Users Early Majority(Pragmatics) Early Adopters(Visionaries) Enthusiasts Living Labs: User-driven open innovation involving all relevant players of the value network Action Space for Living Labs Business-Citizens-Government Partnerships Industry Public & Private research funding Venture Capital Seed Money Chasm** Banks Pre-Commercial Gap* ** Geoffrey A Moore: Crossing the Chasm, 1999 * MacDonald and Associates, 2004 Action space for Living Labs along the technology adaption cycle

18. Contact • Gerin Trautenberger gerin@microgiants.com +43 (0) 699 19029606 • creativwirtschaftaustria creativwirtschaft@wko.at +43 (0) 5 90 900 4471 www.creativwirtschaft.at