This document discusses the changing role of design and possibilities for its future direction. It explores how design is transforming rapidly as its practice creates value for businesses and society. It considers whether design will consolidate into certain approaches, like expert or diffuse design, or continue expanding and splintering into new areas like service design. It also examines how changing design policies and leadership can shape the future of design, focusing on how organizations like the Danish Design Centre are working to make design a top competitive factor for businesses and catalyze learning about design's value.

1. DESIGNING FOR
SYSTEMIC
CHANGE:
TOWARDS A
DESIGN SOCIETY
1
Christian Bason
CEO, Danish Design Centre

2. Can design
(continue to)
be part of
the story?

3. CHANGING
DESIGN &
CONTEXT
3

4. SOMETHING’S GOING
ON IN THE WORLD.
4

5. SOMETHING’S GOING
ON IN THE WORLD OF
DESIGN.
5

6. DIFFUSION?

7. Expert design
vs
Diffuse’ design

8. CONSOLIDATION?

9. LUNAR
ADAPTIVE PATH
DESIGNIT

10. MCKINSEY & CO
CAPITAL ONE
WIPRO

11. EXPANSION?

12. SPLINTERING?

13. Craft vs Mass production?
’Heroic’ designer vs Co-designer?
Product design vs Service design?
Growth vs Social change?
The splintering of design

14. As design is rapidly
transforming, what are
the ways in which design
practice create value for
businesses & society?

15. CHANGING…
DESIGN POLICY
DESIGN LEADERSHIP
15

16. CHANGING
DESIGN
POLICY
16

17. MACRO DESIGN
DESIGN FOR POLICY
AN APPROACH TO USER-
CENTRED CREATION OF
PUBLIC OUTCOMES

18. HOW MIGHT WE
ACCELERATE THE
VALUABLE USE OF
DESIGN IN BUSINESS?
18

20. DDC WANTS TO MAKE
DESIGN A TOP
COMPETITIVE FACTOR IN
DANISH BUSINESSES
TODAY ONLY 15 PCT USE DESIGN STRATEGICALLY*
20
*EU
Commission
2015

21. DESIGN SQUARED
CAN WE CATALYSE DESIGN – BY DESIGN?

22. THE GROWTH JOURNEY

23. EXPERIMENT
WHAT DON’T WE KNOW ABOUT DESIGN?
-> Engage businesses and designers to find out
Source:
1508

24. LEARN
HOW DOES DESIGN CREATE VALUE, NOW?
-> Observe design practice in action

25. SHARE
GIVE EVERYONE ACCESS TO NEW INSIGHTS
-> Platforms for catalysing learning for change

26. PROTOTYPE
Experiment
Learn
Share
PROGRAM
SKALA
DDC’S PLATFORMS
PROTOTYPE

27. PROTOTYPE
Experiment
Learn
Share
Learn
Experiment
Share
PROGRAMME
SKALA
DDC’S PLATFORMS
PROGRAMME

28. PROTOTYPE
Experiment
Learn
Share
Learn
Experiment
Share
Share
Learn
ExperimentPROGRAMME
SCALE
DDC’S PLATFORMS
SCALE

30. CHANGING
DESIGN
LEADERSHIP
30

31. MICRO DESIGN
SHAPING THE FUTURE
DESIGN LEADERSHIP AS AN
INNOVATION TOOL

32. 32
DESIGN
AS
FUTURE-­‐MAKING
DESIGN
AS
DECISION-­‐MAKING

33. “A design attitude views each project as an
opportunity for invention that includes a
questioning of basic assumptions and a resolve to
leave the world a better place than we found it.”
Boland & Collopy (2004)

34. From
”Which decision should I make?”
To
“What should I make a decision about?”

35. What is the problem/
opportunity space?
What could be a
better future
situation?
How might we
expand our range of
options to decide
about?
Design attitude Decision attitude
(”designing”) (”managing”)
What is the decision
space?
What is the current or
past situation?
Which decision
should I make?

36. What happens between
designers and managers?

37. Or, what can managers
do to make designers
succesful?

38. EXPLORING
THE PROBLEM
SPACE
GENERATING
ALTERNATIVE
SCENARIOS ENACTING
NEW
PRACTICES
#1
Challenging
assumptions
#2
Leveraging
empathy
#3
Stewarding
divergence
#4
Navigating
the
unknown
#6
Insisting on
value-
creation
#5
Making the
future
concrete
6 DESIGN
ENGAGEMENTS

39. EXPLORING THE PROBLEM SPACE
39
Source:
DDC

40. ”It was an eye-opener”.
#1 CHALLENGING
ASSUMPTIONS
40

41. ”Sometimes you have to make a choice.
Users first, or employees first?”
#2 LEVERAGING
EMPATHY
41

42. 42
Source:
1508
GENERARING ALTERNATIVE
SCENARIOS

43. ”The art of aligning decisions with
impact when many minds are involved
in making a plan and many hands in
enacting it.”
#3 STEWARDING
DIVERGENCE
43

44. ”It’s a loss of control, but it is a positive
loss of control.”
#4 NAVIGATING THE
UNKNOWN
44

45. 45
Source:
1508
ENACTING NEW PRACTICES

46. ”My staff don’t question
the insights from the
design project;
they question the
consequences for our
organisation”.

47. ”What else could be really crazy?”
#5 MAKING THE FUTURE
CONCRETE
47

48. Source: Izone

49. ”I want everybody to win.”
#6 INSISTING ON VALUE
49

50. Christian Bason
chb@ddc.dk
Twitter @christianbason
?