Design | Measuring Design Value · 2014. 7. 8. · COORDINATOR: PARTNERS: COFINANCED BY:: measuring...
Transcript of Design | Measuring Design Value · 2014. 7. 8. · COORDINATOR: PARTNERS: COFINANCED BY:: measuring...
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€ Design | Measuring Design Value Brussels, 26th June 2014
€Design | Measuring Design Value
€Design team by Severin Filek - designaustria
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measuring design value showing design‘s unique delivery
• applicable to existing and new innovation platforms dealing with companies and other organisations • aims at further refining skills and capabilities • disseminates techniques to measure (and manage) design • raising general awareness and providing specific insights within our stakeholder groupings
communication toolkit
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measuring design value showing design‘s unique delivery
tangible results deriving from the capacity to measure design impacts
• will be a motivation • will be a dynamic factor to increase awareness among stakeholders • will be a contribution to consciousness of the economic and social relevance design plays • shows design as a tool for advancing innovation
communication toolkit
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measuring design value showing design‘s unique delivery
definition/framework:
to design is [to focus on] the integration of functional, emotional, and social utilities
communication toolkit
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pictograms were developed
goods services marketing methods
processes (production process, distribution method or delivery method)
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pictograms were developed
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goods
services
marketing methods
processes (production process, distribution method or delivery method)
functional utilities
social utilities
emotional utilities
in-house designer
outsourced designer
competitive advantage
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current questions in the Community Innovation Survey (CIS) do not match respondents‘ perceptions of design ...
questions
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... independent questions on design were formulated
• Q1 asks for a comparison of innovations against competition along a number of dimensions
• Q2 examines the introduction and attributes of different types of innovation
• Q3 explores whether the design resources used are in-house, outsourced, or a combination of both
questions
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In the canvas these questions were visualised and re-ordered.
communication toolkit consists of 1 canvas and 5 activity card sets
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canvas
innovation cards (activity 3)
utility cards (activity 2)
specialists cards (activity 4)
rating cards (activity 5)
innovation field cards (activity 1)
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place the 1 of the 4 innovation field cards
activity 1 in what field did your organisation introduce innovations?
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place the 3 utility cards
activity 2 how do customers perceive your product (good/service)?
what functions can be performed?
how am I perceived by others?
how does it make me feel?
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place the 3 of the 12 innovation cards
activity 3 what are the innovations in your organisation?
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activity 3 activity 4 what type of design resources did your organisation use in the innovation process?
place the specialists cards:
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activity 5 how competitive is your product/service in comparison with that of your competitor?
place the 5 rating cards:
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• Identify good/service/marketing/process innovation
• compare with the competitor‘s products in the market
• identify the specialists involved in the process
• assess the perceived value of your goods, services, and/or methods, as well as those of your competitor
• understand the potential of design for improvement
• and it is a strong dynamic factor to increase awareness within stakeholder groupings
Thus, this communication tool will be useful to
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download:
www.measuringdesignvalue.eu
thank you!