Signposts for the next decade

#1 Changing contexts#2 Globalisation #3 Design between worlds#4 New service ecologies#5 Leadership and Design

Signpost #1 Changing Contexts

creativeindustrial

D21 Global economies are in transition

consumptionproduction

small ideasbig ideas

Flash mob/the Hoff

Big ideas Small ideas

leisure society 24/7 work

Information Rich and Time Poor

$369.70$23.06

6 billion

$1$200

scarcitydiversity

350

Neighbours?

Signpost #2 Globalisation

100-1609 36

1m+

25% steel40% concrete

China inc: Ted C. Fishman

Global creative imperative

Design Challenges from GlobalisationInternational division of labourGeo-political creative hotspotsOff-shoring versus exporting design skillsManaging Intellectual PropertyM&A

Signpost #3 Design between worlds

The context for design is changing.

‘Industrial economy’Production focused Design of thingsStandardised “Less is more”Form follows function

“Designing is not a profession…

…it is the organization of materials and processes in the most productive way”

Laszlo Moholy-Nagy

If the Bauhaus inspired, modernist design needed directorship to take the lead for the industrial society.

Now, in the face of global change and increased complexity, we need new forms of leadership to harness the emerging creative opportunities.

‘Creative economy’Consumption focused Design of experiencesCo-design‘More has costs’Value follows experience

A journey of a modernist design in a changing world…

Cambodia

Seoul

Morocco

Ohio

Kuwait

Prague

Tokyo

Bagdad

Bangkok

Nepal

Outer Space

Texas

Why do people love their ipods?

i-pod i-tunes(Apple Designers) (Apple Customers)Modernist box Bundled servicesNot up-gradable Customised contentMinimal customisation 1 bn downloadsBuilt and shipped by Apple Built and adapted by

customers

Signpost #1 New Service Ecologies

In the west we are seeing a shift in the value chain, from physical commodities that support basic needs, to carefully cultivated experience-led services that anticipate latent desires.

The ‘front-end’ design of services(experience design)

£870.40

£4,234.40

The ‘back-end’ design of services

Efficiency in labour intensive servicesDevelopment of agile services

Lean consumptionUCD to PCD

D20

Design of thingsDesigns are possessedStandardised Production and useCreated ValueProduction focused

D21

Design of experiencesServices are renderedCustomisedConsumption and userCo-authoredValuesConsumption focused

Re-design design

Signpost #5 Design Leadership

Barriers for Design Leadership(moving from a vocation to a profession)• Lack of shared vocabulary• Communication skills• Silo versus collaborator• Dealing with management• Developing a theoretical and practical grounding from education to CPD• Understanding the changing context for design

www.designcouncil.org.uk

The context for design is changing

Q1 Who will provide the thought leadership? Q2 What business processes will change?Q3 What new methods and tools are needed?