Download - For TIK, UIO 2010
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Design – som drivkraft for innovasjon BESØK FRA TIK 5. NOVEMBER 2010 12.30-14.30
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No need to take notes!
This presentation will put online on Slideshare www.slideshare.net/ingjerdj
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Who are we? What do we do? What is design? Why is it relevant for business? Design-driven innovation Case study 1: Posten Lastbærersysten Case study 2: Smart Bike Our innovation programmes
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“The Norwegian Design Council promotes the use of design as a strategic tool for innovation - in order to achieve greater competetiveness and profitability in Norwegian trade and industry”.
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Why?
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“Design is a potent strategy tool that companies can use to gain a sustainable competetive advantage. Yet most companies neglect design as a strategy tool”.
Phillip Kotler Kellogg School of Management
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“Our aim is to increase Norwegian businesses' understanding, knowledge and use of design”.
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“Design is a potent strategy tool that companies can use to gain
a sustainable competetive advantage. Yet most companies
neglect design as a strategy tool”.
Phillip Kotler Kellogg School of Management
“We aim to build bridges between design and business and communicate the value of strategic design”.
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The Norwegian Centre for Design and Architecture.
YOU ARE
HERE
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The Norwegian Design Council Founded in 1963 Financed by the Norwegian
governement and projects 20+ employees
Budget: € 4 mill
Design awards since the 60s and the Award for Design Excellence awarded every year since 1984.
Moved in to DogA in 2005
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Public Funding
Norwegian businesses lack knowledge about what design is – and why and how to use design as a strategic tool
We are financed in order to bridge the “knowledge gap” and stimulate growth, innovation and value creating in the Norwegian economy.
NDC financed by the Department of Trade & Industry and organised under the Innovation and Research Department together with:
– Forskningsrådet – Patentstyret – SIVA – Innovasjon Norge
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Who are we? What do we do? What is design? Why is it relevant for business? Design-driven innovation Case study 1: Posten Lastbærersysten Case study 2: Smart Bike Our innovation programmes
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What we do....
Business Consulting
Information & Press Relations
Innovation Programmes
and R&D
Design Awards
Conferences, events and exhibitions
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DESIGNBASEN.NO
Over 900 designere og designbyråer fra alle designdisipliner og i alle fylker i Norge, samlet på ett sted.
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Who are we? What do we do? What is design? Why is it relevant for business? Design-driven innovation Case study 1: Posten Lastbærersysten Case study 2: Smart Bike Our innovation programmes
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Common perception
Design = Style
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Yes, design is often stylish.
But it can also be functional, ergonomic, useful, innovative, intuitive etc.
- and it does not have to be a physical product.
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Design is ....
“To initiate change in man-made things”
Chris Jones, 1970
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Design is ....
“...essentially an exercise in problem solving”
The Blueprint Project, University of Hertfordshire
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Design is about.... “...improving things”
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Design is about.... “...making things simpler”
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Design is about .... “...creating something completely new”
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Design is an important tool to solve new challenges and create new opportunities.
Beyond form and function, design is essentially a problem-solving tool.
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Design as “the thing” (noun “a design”)
Design as “action” or “process” (verb “to design”)
vs.
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ISO 13407 / ISO 9241
Human Centred Design Process for interactive systems
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Another model of the design process 1
UK DESIGN COUNCIL 2005
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And another one
GED DESIGN
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And another one
FROG DESIGN
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And another one
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More on the design process?
IDEO Deep Dive film, 21 mins (ABC Nightline, 1999 – and still relevant!).
Watch on YouTube. Part 1: http://www.youtube.com/watch?v=ooN05Q030Qo Part 2: http://www.youtube.com/watch?v=_7_sZy-kusw Part 3: http://www.youtube.com/watch?v=FxO8t9Sonk8
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Who are we? What do we do? What is design? Why is it relevant for business? Design-driven innovation Case study 1: Posten Lastbærersysten Case study 2: Smart Bike Our innovation programmes
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Design can be used to differentiate from competitors in the market place.
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“The reason we invest in design is essentially to separate ourselves from the herd of other airlines”. Joe Ferry, Head of Design Virgin Atlantic
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“At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.” Norio Ohga, former Chairman and CEO, Sony
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Design can enhance processes and save environment and reduce cost.
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Design can drive innovation. (we will come back to this)
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CASE: PACKAGING/BRANDING LOFOTEN
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“Design is the most profitable investment I have ever made”.
Sigvald Rist CEO Lofotprodukt AS
LOFOTEN
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LOFOTEN
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The result in economic terms:
300% increase in turnover thanks to redesign of packaging and brand.
LOFOTEN
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Research support:
Several studies conclude that design has an effect on innovation, profitability and turnover.
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IMPACT ON INNOVATION DESIGN DIAGNOSE 2009
“Design alert companies are more innovative”.
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UK DESIGN INDEX “Design alert companies perform better than FTSE average”
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20% increased profitability for new products when designers are an important part of the product development process.
Effectiveness of Design, Netherlands 2010 BNO / Erasmus University Rotterdam / Delft University of Technology
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Who are we? What do we do? What is design? Why is it relevant for business? Design-driven innovation Case study 1: Posten Lastbærersysten Case study 2: Smart Bike Our innovation programmes
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Some of the most innovative companies in the world have design as part of their strategy.
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FastCompanys MIC 2010 – top 3 companies
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This model visualises how technology, business and human values need to be balanced in order to create an innovative design.
The Stanford Design Innovation Map (Stanford University).
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Design Driven Innovation
“Radival innovation of meaning”. Roberto Verganti
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The strategy of design-driven innovation as the radical innovation of meaning (Verganti 2009)
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http://www.youtube.com/watch?v=ipZM_Rgu5vw&feature=related
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Norge er ikke blant de beste i Europa på innovasjon!
European Innovation Scorecard 2009
• Norge på 19nde plass (av 27) • Norge er en ”moderate innovator”
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Who are we? What do we do? What is design? Why is it relevant for business? Design-driven innovation Case study 1: Posten Lastbærersystem Case study 2: Smart Bike Our innovation programmes
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CASE: LOGISTIKK / TRANSPORT POSTENS LASTBÆRERSYSTEM
Foto: Posten N
orge AS
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Bakgrunn
Posten møter konkurranse på ca. 90% av sin virksomhet. Det er kun enerett på adressert brevpost > 50 g. Posten må
optimalisere sin produksjon og distribusjon for å kunne holde tritt med konkurransen.
Postens ambisjon er å utvikle virksomheten til et ledende kommunikasjons- og logistikkonsern i Norden. Lastbærerne er grunnkomponentene i verdikjeden.
Posten trengte et mer fleksibelt, ergonomisk korrekt og effektiv system tilpasset hele verdikjeden fra produksjon til budbil.
POSTENS LASTBÆRERSYSTEM
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Prosessen POSTENS LASTBÆRERSYSTEM
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Løsning
Inventas har i samarbeid med Posten Norge gjennomgått hele verdikjeden og utviklet en helt ny postkassett som gir store besparelser på miljø og helse, og fører til en langt mer effektiv distribusjon.
Bedre arbeidssituasjon = bedre effektivitet: Bedrer hverdagen til 14.000 ansatte
Den store innovasjonen ligger i legoprinsippet, som gjør samlasting av både brev og pakker mulig.
Kombinasjon av spesialøsning og standardvarer gjør at de spesielle behovene i Posten tas vare på, samtidig som flere logistikkprodukter kan integreres.
POSTENS LASTBÆRERSYSTEM
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Resultat
Store reduksjoner i kostnader og CO2-utslipp
POSTENS LASTBÆRERSYSTEM
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POSTENS LASTBÆRERSYSTEM
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POSTENS LASTBÆRERSYSTEM
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Resultat: Ergonomi
Lastbærerne er mindre, lettere og er bedre ergonomisk utformet Alle produkter har forbedrede gripetak. Riktigere arbeidsbelastninger har ført til færre belastningsskader
og ulykker.
POSTENS LASTBÆRERSYSTEM
Redusert totalvolum
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Resultat: Økonomi
Mindre lagerkostnader og økt fyllingsgrad Europall-tilpasset (håndtering med standardutstyr) Tilpasset automatisering og maskinell sortering Reduserte reparasjonskostnader: Plastkomponenter byttes lett Tilpasset flyfrakt Redusert sykefravær
POSTENS LASTBÆRERSYSTEM
Økt fyllingsgrad på pall
Beregnede effekter knyttet til enklere og mindre håndtering av post er 6 MNOK/år og effekter av
mindre transport er 9 MNOK/år
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POSTENS LASTBÆRERSYSTEM
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Resultat: Miljø POSTENS LASTBÆRERSYSTEM
Økt fyllingsgrad i kontainer
Mindre transport av luft: Lettere, sammenleggbare og stabelbare lastbærere gir stor reduksjon i transportvolum = betydelige miljøkonsekvenser: 70% mer post per palleplass ved brevpost, samlasting av brev og pakker og komprimering av lastbærere ved returtransport.
De tidligere kassettene, 300 tonn, ble resirkulert og gjenbrukt i produksjonen av de nye kassettene i Norge
Kassettene er designet for enkel materialgjenvinning
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Suksessfaktorer
Prosjektgruppas tverrfaglige kompetanse (design/logistikk/produksjon) og den grundige identifiseringsfasen har vært en forutsetning for prosjektets gjennomføringsevne.
Egne prosjekter er kjørt parallelt for å få ned for eksempel sykefravær, skader og ulykker, redusere transportkost, spare miljøet m.m.
Brukerinvolvering på alle nivåer i Posten har bidratt til eierskap til løsningen og en smertefri produktimplementering.
Produksjon av plastkassen i Norge gjorde det mulig å resirkulere og bytte ut en halv million kasser over en helg.
POSTENS LASTBÆRERSYSTEM
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Type innovasjon i dette caset?
Incremental? Exploitation? Sustaining?
Radical? Exploration? Disruptive?
Innovasjonen lå i hovedsak i forbedring av eksisterende
prosesser
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Who are we? What do we do? What is design? Why is it relevant for business? Design-driven innovation Case study 1: Posten Lastbærersystem Case study 2: Smart Bike Our innovation programmes
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Smart Bike City biking ecosystem designed by Frost Produkt for Clear Channel Implemented in Oslo, Trondheim, Gothenburg, Stockholm and Barcelona Includes racks, bikes, maintenance car and user inteface.
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Frost Produkt is responsible for designing the entire system – everything from the bicycle frame to the electronic ID card for the stand where the bikes are parked.
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A systems approach to design allows for innovations from other players which in turn increase the value of the system.
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Oslo Bysykkel iPhone App by Tarantell
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Type innovasjon i dette caset?
Incremental? Exploitation? Sustaining?
Radical? Exploration? Disruptive?
Innovasjonen lå i å skape nye forretningsmodeller (reklame) og
ny mening (“collaborative consumption”)
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Innnovasjonsprogrammer
Innovasjon for alle (Nyskapingsprogrammet)
Designdrevet Innovasjonsprogram
(DIP)
User-centered
innovation
Design-driven
innovation
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NYSKAPINGSPROGRAMMET INNOVASJON FOR ALLE
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Hva er Nyskapingsprogrammet Innovasjon for alle?
Program etablert i 2005
Nyskapingsprogrammet Innovasjon for alle som har til formål å bidra til og støtte nyskaping i norsk industri og næringsliv med Design for alle som strategi.
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Mål: Bistå norsk industri og næringsliv i å anvende design som innovasjonsutløsende verktøy basert på en brukersentrert tilnærming.
Fokus: Produktområder der både industri og forbrukere vil dra fordeler av nyskaping.
Viktig oppgave: Å synliggjøre lønnsomhet og konkurransekraft ved å satse på Design for alle
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Hva er Design for alle?
Mange begreper: Universell utforming Inkluderende design Sosial inkludering Tilgjengelighet Brukervennlig design
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Design for alle – en enkel definisjon
Utforming av produkter og omgivelser på en slik måte at de kan...
brukes av alle mennesker i så stor utstrekning som mulig uten behov for tilpasning og spesiell utforming
Bedre produkter og tjenester som kan brukes av flere!
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Inkluder flere kunder!
Eldre Barn Personer med nedsatt
funksjonsevne – Både fysiske og kognitive – Varierende grad – Midlertidige – Varige
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Eldrebølgen
I 2020 er over 50% av den voksne befolkning i den vestlige verden over 50 år
”Unge” eldre – andre krav og behov
Kjøpesterke – betydelig kundegruppe
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Vi får en stadig økning av forbrukerbevisste livsglade eldre mennesker
Vi ønsker å forenkle livene våre
To sterke drivere for et endret fokus i produktutvikling
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Norge – lover og forskrifter
Revidert Lov om offentlige anskaffelser
med krav til Universell Utforming - 01.01.07.
Ny lov om Tilgjengelighet og Likeverd (NOU) -01.01.09
Ny Plan - og Bygningslov – Tidsfrister fra 2010
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Vår tilnærming
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Design for alle – brukersentrert strategi for lønnsom nyskapning!
Ideelle behov Kommersielle behov
• Industrien som drivkraft for et inkluderende samfunn
• Design som verktøy
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Personlig assistanse
Hjelpeteknologi
Trenger tilpassing
De som kan bruke alt
Svake
Bru
kern
es e
vner
Gode
Øk markedspotensialet!
Ref. Knut Nordby 2003
Design for alle
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To aktivitetsområder
Industrielle utviklingsprosjekter – skape suksesscases Kunnskapsspredning og synliggjøring
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Brukervennlige produkter basert på Design for alle
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Brukervennlige produkter basert på Design for alle
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IAUD /KYOTO: Products for a super ageing society
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Toyota
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Panasonic
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OXO Good grips
”Vår filosofi har ikke bare resultert i brukervennlige produkter for en utvidet brukergruppe, men har også
vist seg å være en lønnsom forretningsmodell. Vi har hatt en årlig vekst på 30 % siden 1991 og har vunnet over 100 designpriser internasjonalt.”
Alex Lee, CEO, OXO www.oxo.com
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Samarbeidsprosjekter med:
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Elitebrukere som verktøy for innovasjon i brukersentrert produktutvikling:
Nedsatte sanser blind, svaksynt, glemte linser
Nedsatt bevegelighet revmatiker, eldre med nedsatt
funksjonsevne
Nedsatte kognitive evner barn, demente, psykisk
funksjonshemmete
Funksjonsfrisk sterk, ung mann
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Brukerutfordringer i hverdagen....
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Jordan: Ny emballasje for tannbørstene
”Vi ser veldig godt nytteverdien av denne måten å tenke på. Vi har alltid testet produktene våre på forbrukerne, men det er første gang vi har tatt utgangspunkt i elitebrukere. Det gir tilbakemeldinger vi ellers ikke ville fått.”
Produktutvikler Bård Andresen, Jordan
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Ny bok kom i 2010: Innovating with people The Business of Inclusive Design
Kr 199 i DogA-butikken
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Innnovasjonsprogrammer
Innovasjon for alle (Nyskapingsprogrammet)
Designdrevet Innovasjonsprogram
(DIP)
User-centered
innovation
Design-driven
innovation
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DESIGNDREVET INNOVASJONSPROGRAM (DIP)
I innovasjonsmeldingen som regjeringen la frem for Stortinget høsten 2008, ble Designdrevet innovasjon lansert som et nytt initiativ i innovasjonspolitikken.
Norsk Designråd fikk ansvaret for å utvikle og introdusere et næringsrettet program med tittelen Designdrevet Innovasjonsprogram (DIP).
Det er aldri tidligere tatt et slikt initiativ i Norge.
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DIP skal bidra til
at vi gjennom konkrete businessfakta får åpnet dørene inn til styrerommene.
at myndighetene gjennom nasjonalt faktagrunnlag kan legge opp til et enda mer målrettet handlingsprogram for design i næringspolitikken i årene som kommer
at vi gjennom praktiske erfaringer med designdreven innovasjon kan spre kunnskap til næringslivet og designbransjen.
at vi opplever en økt innovasjonsgrad i norsk næringsliv og offentlig sektor…… med høyere treffsikkerhet
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DESIGNDREVET INNOVASJONSPROGRAM (DIP)
2009 10 millioner Design Pilot Design Effekt Design Diagnose
2010 10 millioner Design Pilot Design Effekt
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Hva er designdrevet innovasjon?
Designdrevet innovasjon er en systematisk og brukerdrevet tilnærming til idéfasen i forhold til utvikling av nye produkter, serviceytelser, forretningsprosesser eller organisasjonsformer.
Bygger på utforsking av brukernes liv, praksis eller behov, også
ikke-erkjente eller latente behov, som kan forventes å bli etterspurt.
Definisjon fra DIP-rapporten 2009, Norsk Designråd
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Hva er designdrevet innovasjon? (forts)
Begrepet brukere tolkes i vid forstand Designere med fra starten av prosjektet Designkompetansen skal bringes videre i utviklingsfasen og
virkeliggjøringsfasen gjennom tverrfaglige team
Definisjon fra DIP-rapporten 2009, Norsk Designråd
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Kun 17% av norske bedrifter benytter brukerstudier i meget, eller ganske stor grad i sine arbeidsprosesser
Design Pilot setter fokus på nettopp dette!
100% av norske bedrifter har en brukergruppe i andre enden av sine vare eller tjenesteleveranser
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Design Pilot
Bedriftsprogram som skal bidra til at bedrifter tenker tverrfaglig i idéfasen. Krever at det inkluderes designkompetanse.
Skal være med på å øke bedrifters innovasjonsgrad.
Det deles ut finansiell støtte til virksomheter for å gjennomføre prosjektene (både offentlig og privat virksomhet).
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Godt beskrevet mål og retning for prosjektet
1.
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Søker må være et etablert foretak som selv ønsker å gjennomføre et komplett innovasjonsprosjekt
2.
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Avdekke brukerbehov
3.
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Benytte design-kompetanse….
….for å oversette brukerinnsikten til konkrete idékonsepter
4.
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Norsk industri - hovedsaklig B2B
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Miljø & energirelatert innovasjon
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Service / tjeneste sektor
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Resultater fra Design Pilot
Totalt etter 2 år: 260 søknader 120 mnok (midler søkt om) 40 pilotprosjekter støttet = 12 mnok
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Design Pilot har truffet i ”alle” bransjer ( 60 ) Næringsmiddelindustri Miljørettede virksomheter Verkstedindustri IKT løsninger Fairtrade virksomhet Nye materialer Olje & gass virksomhet Thermo og elektro bransje Universell utforming/ Design for alle Pasientflyt systemer Pasientvelferd Samfunnssikkerhet Logistikk VVS bransje Medisinsk utstyr Kirurgisk utstyr Sosiale medier Verdikjede effektivisering Automatisering og robot systemer Reiseliv og destinasjonsutvikling Sport & fritid
Tekstil bransje Helsekost Primærhelsetjenesten Energiøkonomisering HMS løsninger Fiskeoppdrett Hotell & restaurant Opplevelsesindustrien Internett & bredbånd løsninger Transport sektoren Bilbransjen Fly og luftfartøy Redningsutstyr Familie & barn Senior og eldre sektoren Sykehusdrift Maritime bedrifter Offshore utstyr Utdanning og skole tjenester Barnehage Møbelbransjen
Belysning Bygg & anlegg Kommunesammenslåinger E-læring Humanitære organisasjoner Katastrofeberedskap, tjenester,
produkter Overvåkingsutstyr Løsninger for funksjonshemmede Avfallshåndtering Miljøvern Post Teknologiselskaper Bioteknologi Naturmedisin Kirkegårdservice Telekommunikasjon Audiovisuellt utstyr Oljevernberedskap Intelligent emballasje Interkommunalt samarbeid
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SERO AS Bioteknologi
TimeTemp AS Teknologiselskap
Vestdavit AS Maritim industri
Zenitel Norway AS Telecom
Hafslund Strøm AS Energiselskap
Senter for fredsstudier (UiT) Utdanning, forskning, rådgivning
Scandinavian Business Seating AS Kontormøbler
Sonitor Technologies AS Ultralydteknologi
LESS AS Nødhjelpsutstyr
Regatta AS Maritim sektor
Rindalshytter AS Hytteprodusent
Q-Free ASA Trafikk elektronikk
HomeControl AS Energisparing / elektronikk
Figgjo AS Porselen industri
TINE SA Næringsmiddel industri
Trådløse Trondheim AS Bredbåndsleverandør
Norsk kirkegårdsservice AS Stell og vedlikehold - gravsteder
ROFI Industrier AS Beskyttelsesutstyr - nød/krig
OCEA AS Havbruk
Medema-gruppen AS Hjelpemiddler helsesektoren
Maritime Robotics Unmanned Surface Vehicles
Design Pilot 2010: 21 bedriftsprosjekter (6,5 Mnok)
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Virkemidler til innovasjon
Idéutviklingsfase Utvikling og implementeringsfaser
1. Gründer/ Oppstartsbedrifter
2. Eksisterende bedrifter
?
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Designdrevet Innovasjonsprogram
2020 !
Minimum 20 NYE bedriftsprosjekter per. år i alle typer bransjer
Innsyn i prosess og resultater for ND
Cases – prosess Metodeverktøy Resultatrapporter Fallgruver og veiledninger
Publikasjoner Nettsider Seminarer Rådgivning Undervisning - høyskoler
Konkrete resultater for bedriftene (Kommersielt og kompetanse)
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Spennende lesning!
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Q&A