Erhvervs-, Vækst- og Eksportudvalget 2012-13
ERU Alm.del Bilag 193
Offentligt
Powered by designDesigns nye rolle i at skabe vækst og innovation
Eskild Hansen, marts 2013
Design at the top strategic business levelDesign is on the front cover of business magazines recognized as one main drivers ofnew business innovations.Increasingly more global CEO’s are putting design at top strategic level of the business
Globalization and ODM outsourcing models makes it easyto get access to technology, development and production
Software development in India
Engineering in Taiwan
Alibaba.com international marketplaceserves to bring together importers andexporters from more than 240 countriesand regionsProduction in China
Most of the worlds laptops are produced by:
Trying to differentiate on technology and features is very difficultIf you are not different in other ways you will be competing on price
In June 2009 Apple had 91% of sales on $1,000-plus computersdespite having only an overall 8.7 percent market shareResearch 2009: The NPD Group
VS:
Technology and feature driven
Design and user experience driven
The New Nature of Innovation“Technology has always played an important role in driving innovation, and itwill continue to do so in the future, but for many companies, technology willgradually move from being a driver of innovation to being an enabler ofinnovation”From “The New Nature of Innovation” 2009 OECD report about OECD innovation strategy
TechnologyDifficult to compete on• Price• Technology• FeaturesVs.
DesignNew options to compete on• Understanding users• The right idea• Design and user experiences
Technology and feature driveninnovation
Design and user experience driveninnovation
Win the market with user experience innovationThe Flip products became the best-selling camcorders inUS with the use of design and user experience innovation
Vs.
“Now 48x optical zoom available!”
”It is easy to shoot and share”
The evolution of design
InnovationPremium UXDesign / BrandHuman focusInterface DesignErgonomicsHuman factorsFocus groupsAdded valueDifferenced designBrand promiseBrand designPremium designPremium design IIDesign experiencesPersonasAll touch pointsInsightsInvolve usersUser experience innovationDesign driven innovation”front end” designLead user involvementForesightScenario designSystem designProcess innovationService innovationsLife style creation”Design thinking”
1980
1990
2000
2010
2020
4 levels of designThe evolution of design have create 4 different levels of design.Each area have own unique importance businesses suscess
Innovationdriven innovation4. DesignPremium UX3. Experience designDesign / Brand2. Design philosophyHuman focus1. Design excellenceInterface DesignErgonomicsHuman factorsFocus groupsAdded valueDifferenced designBrand promiseBrand designPremium designPremium design IIDesign experiencesPersonasAll touch pointsInsightsInvolve usersUser experience innovationDesign driven innovation”front end” designLead user involvementForesightScenario designSystem designProcess innovationService innovationsLife style creation”Design thinking”
1980
1990
2000
2010
2020
Experience designAll touch points of brand are designed based on theDesign philosophy
StoreWeb
Sales people
Packaging
DesignOut of box experienceAdvertising
Set upInteraction designSoundIndustrial design
Grafical User interface
Business Models By DesignBusinessModelGeneration.com is top10 soft cover business book in 2010/11Design methods are used for generating new future business concepts
Leave your competitors behind with global designLarge global companies are looking for the best locations to set up neweffective design centres. Denmark can be one of the global design hubs
LondonSan Francisco/Bay areaLos AngelesMexico cityChicagoBoston
DenmarkNetherlandsMunichShanghaiSeoulTokyo
New York
BangaloreBangkok
Taipei/ Taiwan
Hong Kong/ Shenzhen
Sao Paulo
Thank you,www.linkedin.com/in/eskildhansen
14 March 2012
