Friday October 21, 2016

Exploring Design Impact Intro

Companies that use design outperform companies that do not use design. And companies that use design strategically, earn more money than those companies that only use design as styling products. It shows several studies conducted over the last 10-15 years both at home and abroad.

There is still a large group of Danish companies, where the use of design can trigger a growth potential. And one can assume that one of the barriers to investing more resources in design is the lack of data and knowledge on how the investments are home. Therefore put DDC focus on the value of design for Danish companies with a new project 'Exploring Design Impact'.

In collaboration with DI stands DDC opposite to initiate a new measurement with updated figures on the value of design in Danish companies. But the project will also, as a new highlight how investments in design performed and how design can be managed, organized and anchored in enterprises in order to maximize value.

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Sam E. Gah리, 위� sulfur Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Let's get it. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. But if you want to go into something that is really inspiring, or rather really wild, then you have to go to the US. And as many of you may know, the Design Management Institute, which is based in the US, made a survey two years ago, where they looked at companies like the ones you can see here. If I can read the fine types of writing here. As I said, out of eight parameters, these are some of the most design-driven companies in the Fortune 500 stock index in the US. And they have gone like this for over a ten year period in relation to their market value. So if you select such a slightly systematic design-driven company, then you can see that they are far, far better than their competitors in the market. So it is perhaps a little more intense. But there is also an indication of this, and it has also been brought to Harvard Business Review and other fine journals of this analysis. The EU Commission is also out and about to measure a little. And they have, as I mentioned before, found that about 15% of Danish companies are at the top of the design ladder and use design strategically. They also used the same analysis tool for our design ladder. This is the number we have found ourselves a few years ago. It could be that it has gone down the hill since. It could also be that the EU Commission has measured in a slightly different way, asked a different question. In this study, as I said, Greece came out with about 45% that used design strategically. You can consider how it has just shifted from English, German or French to Greek when they have made the questionnaire. This points in any case to the fact that one may have to be a little careful with these kinds of measurements and these numbers. And one of the things we will do in the future is to look at how we do this in a method that actually keeps water. Because these numbers can probably be manipulated a little. At the very end, I would just like to say that we are aware that there are a lot of interesting people and there are also many people in the room today who could have curiosity about the measurements. Here are some of them. We are busy doing something that a lot of people can use, first and foremost the business itself, but also the industry, of course, also decision-makers, those who decide how and how much resources should be added to the area, such as this, both in education, research, design, etc. Thank you. As mentioned, we could make a design monitoring, we could take our own medicine also when it comes to data visualization and online tools. We could go really, really deep into cases qualitatively and quantitatively to see what is happening internally in businesses and what is the kind of data they can bring into play. And there could be some completely new ways to see the importance of design, which may also be captured quantitatively, but which we can then consider. Or are there ways to see values that we can capture more qualitatively? And then you can say that the DTC's own agenda is quite orderly. What is the value of NO2016? And how does the design field look like NO2016 in general? What can we learn from the companies that are good at using design? And what are the barriers we can constate they are facing? Personally, I have a few new challenges. If design can be many things, and design methods can be many types of sets of methods, under what conditions does which type of design give meaning? Can we see a connection between this type of context and the way we use design intelligently, smartly, cleverly, and reasonably? So we can be part of doing what we exist for, which is to qualify design advances in the companies. And of course, this is the case if I was the decision maker in a company, and I asked myself if this is what it is, if it actually turns out to be reasonably good, then how do I get it to happen? How do I organize design in my company so that I actually get it to move in something? That is something that I personally have thought about and thought could be interesting. So, we have not coordinated slides in detail, but I am actually also a little curious about what you have to say, our partner, about this. So Charlotte, would you not take over the floor here, and then I will step down for a moment and come back when Charlotte has reached the end of her presentation. Thank you. Thank you. Thank you.