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Design 4 Innovation Policy Booklet 1: Mapping Design Ecosystems Contents

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Design 4 Innovation Policy Booklet 1: Mapping Design Ecosystems Contents Design 4 Innovation Policy Booklet 1: Mapping Design Ecosystems Contents 1. Executive Summary pg 4 2. Introduction to Design4Innovation pg 7 3. What is design? pg 9 4. What is the value of design? pg 10 5. What are Design Ecosystems? pg 12 6. Design Action Plans in Europe pg 14 7. Shared strengths and weaknesses of the Design Ecosystems pg 19 8. Developing Design Policy Actions pg 21 9. Conclusion pg 26 10. Acknowledgements pg 27 11. Appendices pg 29 2 3 1. Executive Summary that can be applied across the Design has become part of Design-driven Innovation. private and public sectors to government strategy. Between Between them, these seven Design4Innovation is a drive innovation in products, 2012 and 2017, design policies, action plans have 165 actions – collaboration between eight services, society and even action plans or strategies have the majority focused on European partners exchanging policy-making by putting people been adopted by national increasing the uptake of design expertise to integrate design first. Leading companies are governments in Denmark, in businesses and the public into innovation programmes building their design capacity Estonia, Finland, France, Ireland sector. and to support regional and by acquiring design agencies, and Latvia. Indeed Latvia national governments to hiring designers, appointing launched its first National The Danish, Estonian, Finnish, develop Design Action Plans. Chief Design Officers or training Design Strategy in 2014 as French, Irish and Latvian Design Between 2017 and 2021, staff in design methods. a collaboration between the Action Plans are all, in some Design4Innovation is co- Similarly, governments are also two Ministries of Culture and way, based on an analysis funded by Interreg Europe internalising design expertise by Economy and relaunched an of their Design Ecosystems. through the European Regional establishing Policy Labs using updated Action Plan ‘Design Design Ecosystems are a Development Fund (ERDF). design methods to engage of Latvia 2020’ in summer theoretical construct used by citizens and stakeholders in 2017. Furthermore, in 2013, academics and policy-makers Design is a user-centred public service and public policy the European Commission to identify and examine the approach to problem-solving development. developed its Action Plan for actors and initiatives in the 4 design landscape within a of eight lessons learnt. Design country or region. Subsequently, is about testing and iterating. government can intervene in We are taking a design order to stimulate the supply approach to developing our of or demand for design within regional or national Design the ecosystem in the form of a Action Plans and the actions in Design Action Plan. this policy booklet are only the first iteration. We will support This Policy Booklet is intended each other to develop, to support governments and implement, monitor and, where stakeholders to develop Design possible, evaluate these Design Action Plans and to integrate Action Plans. design into innovation policy based on the lessons from countries and regions that have mapped their Design Ecosystems. The Design4Innovation Dr Anna Whicher, and partners have mapped their Piotr Swiatek, Design Ecosystems, identified our systemic strengths and Design4Innovation Lead weaknesses and begun to Partner, develop actions to enhance the performance of our Design PDR – International Design Ecosystems. We also reflect on and Research Centre, Cardiff the critical success factors for Metropolitan University. Design Action Plans in the form 5 Design4Innovation aims to increase Design is a user-centred approach to the use of design as a tool for user- problem-solving that can be applied centred innovation in European SMEs across the private and public sectors to by supporting governments to integrate drive innovation in products, services, design into innovation programmes and society and even policy-making by putting to develop Design Action Plans. people first. Innovation is the creation, implementation Design Ecosystems are a theoretical and exploitation of new knowledge construct used by academics and policy- in products, processes, services and makers to identify and examine actors strategy. and initiatives in the design landscape and how this can inform targeted policy action for design. Design Action Plan is government Value of Design can be measured at intervention aimed at stimulating the micro and macro levels in the private and supply of and demand for design to public sectors. tackle failures in the way that actors and components interact in the ecosystem. 6 2. Introduction to innovation process by gaining “A more systematic use of * Wales – PDR, International Design4Innovation understanding of user needs design as a tool for user- Centre for Design and Research in the first place and then centred and market-driven * Flanders – Flanders Design is gaining momentum iteratively developing idea innovation in all sectors of the Innovation & Entrepreneurship as a corporate strategy and testing it with users to economy, complementary to * Central Macedonia, Greece – among multinationals as achieve a result that is viable, R&D, would improve European KEPA, Business and Cultural well as high-growth start- usable and desirable. However, competitiveness. Analyses Development Centre ups. Leading companies are design is still underutilised in of the contribution of design * Latvia – LIAA, Investment and building their design capacity European businesses. As shown show that companies that Development Agency of Latvia by acquiring design agencies, by the Innobarometer survey3, strategically invest in design * Malta - Culture Directorate hiring designers, appointing over half of enterprises in the tend to be more profitable and with Valletta 2018 Foundation Chief Design Officers or training EU28 do not use design. Only grow faster”. * Silesia – Marshal’s Office of staff in design methods. John 12% declare they use design Silesia Region Maeda’s report #DesignInTech strategically, 18% see design Action Plan for Design-driven * Galicia – Galician Agency of shows that since 2013, 59 integral to development and Innovation, 2013, p. 4 Innovation design agencies have been 14% use it only for its decorative * Catalonia – Barcelona Design acquired by companies like capacity. To help SMEs use Through a series of seven Centre Google, Airbnb, Adobe or PwC1. design effectively a targeted hands-on knowledge exchange As noted by Tim Brown and and more strategic business workshops, identifying the best Design4Innovation is a five-year Roger Martin in an article for support offer is needed. practice and using design tools, project funded from European the Harvard Business Review eight European partners are Regional Development Fund design issue, design was once Design4Innovation is a going to develop Design Action through Interreg Europe a process applied to physical collaborative project of Plans to support SMEs in their programme. During the last two objects, now it is applied to eight European partners regions to use design more years, the project will monitor helping multiple stakeholders working together to enhance strategically and help them its results to provide a thorough and organisations work better². competitiveness of European differentiate and innovate, and assessment of the impact of SMEs. It builds on the European in result be more profitable and Design Action Plans. Design is a cost-effective Commission’s vision that: grow faster. The consortium method of de-risking the includes the following partners: 1 Maeda, J. (2017). ‘Design In Tech Report 2017’. https://designintechreport.wordpress.com 2 Brown, T., Martin, R. (2015, September). ‘Design for Action. How to use design thinking to make great things actually happen’. Harvard Business Review, p. 58. 3 European Commission (2016). ‘Innobarometer 2016 – EU business innovation trends’, p.97. 7 STAGE 4 DESIGN AS STRATEGY EU28: 12% STAGE 3 DESIGN AS PROCESS BE: 13% EU28: 18% STAGE 2 ES: 13% DESIGN AS STYLING LV: 5% BE: 19% EU28: 14% MT: 18% STAGE 1 ES: 29% NO DESIGN PL: 7% LV: 21% BE: 16% UK: 17% EU28: 56% MT: 25% ES: 11% PL: 17% LV: 12% BE: 52% UK: 15% MT: 11% ES: 47% PL: 8% LV: 62% UK: 12% MT: 46% PL: 68% UK: 56% Figure 1: Design Maturity in European companies in Design4Innovation partner countries. Source: Innobarometer 2016 (no data for Greece) 8 Latvia ‘Design is a process of 3. What is Design? strategic development, an Design4Innovation approach and a way of identifying ‘Design is a user-centred Design can mean different and solving problems. Effective use of design refers to both the approach to problem-solving things to different people result, as well as the process, that can be applied across the depending on the context and while emphasising the private and public sectors to drive innovation in can be a difficult concept for Ireland importance of design thinking in all levels of products, services, businesses and policy-makers ‘Design encompasses decision-making society and even to grasp without examples. a broad range of and policy-making by putting people The following definitions of meanings, including: management.’ European Commission • Development of utility of first.’ design have been adopted in function and form. [Design is] ‘an activity of Design Action Plans, Policies • Output associated with styling and people-centred innovation by or Strategies across Europe. aesthetics. which desirable and usable • A process for goods/service development. products and services are Building
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