DESIGNBULLDOZER:DESIgndriveninnovation Jane Oblikas, EstonianDesignCentre
OBJECTIVES Design Bulldozer is a unique project that aimsto increase companies' economic performance and competitiveness both in domestic and foreign markets. Itgives businesses an excellent opportunity to: • learn to develop innovative solutions • apply the tools of design thinking • implement developments under the guidance of experienced and trained design managers. Design Bulldozer is a pilot project launched by the Estonian Design Centre, the Ministry of Economic Affairs and Communications, and Enterprise Estonia.
OBJECTIVES • Design Bulldozer will • - help companies to offer new services and products based on user centered design thinking • - train design managers • - create pratical desing thinking tools for businesses and designers
KEY FIGURES • 10 design managers • 10 companies • 20 months of implementing strategic design thinking in a company (August 2012 – April 2014) • Design Bulldozer project budget 400 000 € • Company´s self-financing 3000€
POLICY CONTEXT • Estonia – heading towards innovation driven economy. • Goverment programme: “They key for Estonian economic growth lies in the progress on the global value chain. Products and services made and created in Estonia must become much more valuable and competitive.” • Design Bulldozer – the most • important action of the • National Action Plan for Design • 2012-2013(a part of Estonian • Enterprise Policy 2007-2013). Aver. Of CEE EU Aver of Scandinavia Estonia
SET UP • I Seminars and Workshops • I Visit Fiskars and Marimekko (Helsinki, Finland) • II Design Audits • III Public Presentation of the Design Projects • IV Development of the Design Projects • VI End of the Program, Public Review and Press Conference • Concept, Strategy and Mentoring • Richard Eisermann, Prospect, UK õppevisiit Helsinkisse vahekokkuvõtted ja kogemuste vahetus 2012 2013 2014 August October November April
NATURE OF THE INTERVENTION • Know-how • Practical design tools • Design Audit • Strategic design thinking • Mentoring and coaching • Managing the design • processes • Long term intervention: • Changing corporate • culture
CAPTURING THE IMPACT • Feedback from the workshops and seminars • Feedback from the Design Audits • Presentations on developments after every 6 months • Producing a booklet on the case studies • Questionnaire the end of the programme
RESULTS AND IMPACT Companies • Shift inmindset and corporateculture • Understandingthatdesigncanbeusedtocreateextravalue • Moreeffectiveproduct and servicedevelopment • New targetmarkets • Long term increased profit, gross marginal and market share DesignManagers: • Experience and practicaltools • Design demand - understanding of strategicdesign management increases General Public (businesses, universities, government institutions, policy makers, designers) • Increased understanding of the importance and opportunities of design • Available knowledge and experience
LESSONS LEARNT The process of findingcompanies and design managers is complicated and time consuming. Need to come up with objective choosing criterias and include broader spectrum of deciders (i.e. Ministry of Economic Affairs and Communications , Enterprise Estonia, representative of the companies, representatives of designers) In order to keep up the motivation ofparticipants: - keep the interest of the minister of Economic Affairs and Communications • get constant media coverage • encourage constant communication and arrange open presentations We are also producing a 15 minute documentary on 4 of the participating companies
MORE INFORMATIONhttp://www.disainikeskus.ee/en/designbulldozer/ Thankyou!