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DESIGNING FOR SYSTEMIC CHANGE: TOWARDS A DESIGN SOCIETY
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Christian Bason CEO, Danish Design Centre
Can design (continue to) be part of the story?
CHANGING DESIGN & CONTEXT
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SOMETHING’S GOING ON IN THE WORLD.
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SOMETHING’S GOING ON IN THE WORLD OF DESIGN.
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DIFFUSION?
Expert design vs Diffuse’ design
CONSOLIDATION?
LUNAR ADAPTIVE PATH DESIGNIT
MCKINSEY & CO CAPITAL ONE WIPRO
EXPANSION?
SPLINTERING?
Craft vs Mass production? ’Heroic’ designer vs Co-designer? Product design vs Service design? Growth vs Social change?
The splintering of design
As design is rapidly transforming, what are the ways in which design practice create value for businesses & society?
CHANGING… DESIGN POLICY DESIGN LEADERSHIP 15
CHANGING DESIGN POLICY
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MACRO DESIGN DESIGN FOR POLICY AN APPROACH TO USER-CENTRED CREATION OF PUBLIC OUTCOMES
HOW MIGHT WE ACCELERATE THE VALUABLE USE OF DESIGN IN BUSINESS?
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DDC WANTS TO MAKE DESIGN A TOP COMPETITIVE FACTOR IN DANISH BUSINESSES TODAY ONLY 15 PCT USE DESIGN STRATEGICALLY*
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*EU Commission 2015
DESIGN SQUARED CAN WE CATALYSE DESIGN – BY DESIGN?
THE GROWTH JOURNEY
EXPERIMENT WHAT DON’T WE KNOW ABOUT DESIGN? -> Engage businesses and designers to find out
Source: 1508
LEARN HOW DOES DESIGN CREATE VALUE, NOW? -> Observe design practice in action
SHARE GIVE EVERYONE ACCESS TO NEW INSIGHTS -> Platforms for catalysing learning for change
PROTOTYPE
ExperimentLearnShare
PROGRAM
SKALA
DDC’S PLATFORMS
PROTOTYPE
PROTOTYPE
ExperimentLearnShare
LearnExperimentShare
PROGRAMME
SKALA
DDC’S PLATFORMS
PROGRAMME
PROTOTYPE
ExperimentLearnShare
LearnExperimentShare
ShareLearnExperimentPROGRAMME
SCALE
DDC’S PLATFORMS
SCALE
CHANGING DESIGN LEADERSHIP
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MICRO DESIGN SHAPING THE FUTURE DESIGN LEADERSHIP AS AN INNOVATION TOOL
32 DESIGN AS FUTURE-‐MAKING DESIGN AS DECISION-‐MAKING
“A design attitude views each project as an opportunity for invention that includes a questioning of basic assumptions and a resolve to leave the world a better place than we found it.”
Boland & Collopy (2004)
From ”Which decision should I make?” To “What should I make a decision about?”
What is the problem/ opportunity space? What could be a better future situation? How might we expand our range of options to decide about?
Design attitude Decision attitude (”designing”) (”managing”)
What is the decision space? What is the current or past situation? Which decision should I make?
What happens between designers and managers?
Or, what can managers do to make designers succesful?
EXPLORING THE PROBLEM
SPACE
GENERATING ALTERNATIVE
SCENARIOS ENACTING NEW
PRACTICES
#1 Challenging assumptions
#2 Leveraging
empathy
#3 Stewarding divergence
#4 Navigating
the unknown
#6 Insisting on
value- creation
#5 Making the
future concrete
6 DESIGN ENGAGEMENTS
EXPLORING THE PROBLEM SPACE
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Source: DDC
”It was an eye-opener”.
#1 CHALLENGING ASSUMPTIONS
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”Sometimes you have to make a choice. Users first, or employees first?”
#2 LEVERAGING EMPATHY
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Source: 1508
GENERARING ALTERNATIVE SCENARIOS
”The art of aligning decisions with impact when many minds are involved in making a plan and many hands in enacting it.”
#3 STEWARDING DIVERGENCE
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”It’s a loss of control, but it is a positive loss of control.”
#4 NAVIGATING THE UNKNOWN
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Source: 1508
ENACTING NEW PRACTICES
”My staff don’t question the insights from the design project; they question the consequences for our organisation”.
”What else could be really crazy?”
#5 MAKING THE FUTURE CONCRETE
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Source: Izone
”I want everybody to win.”
#6 INSISTING ON VALUE
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Christian Bason chb@ddc.dk Twitter @christianbason
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