Developing a Design Action Plan for the Ukraine, Kiev, 15 September 2017 Dr Anna Whicher, Head of Policy, PDR, Cardiff

• What are Design Ecosystems? • What is design? • What are Design Ecosystems? WWW.PDRONLINE.CO.UK / © PDR 2017

What is design? WWW.PDRONLINE.CO.UK / © PDR 2017

“Design is an approach to problem-solving that can be applied across the private and public sectors to drive innovation in products, services, society and even policy-making by putting people first.” A WHICHER AND A WALTERS (2014) MAPPING DESIGN FOR INNOVATION IN WALES AND SCOTLAND. P. 4 WWW.PDRONLINE.CO.UK / © PDR 2017

What are design tools? Stakeholder mapping Personas User Research Framework User Journey Mapping Ideation Storyboarding Prototyping Service Blueprinting WWW.PDRONLINE.CO.UK / © PDR 2017

What are design tools? Stakeholder mapping Personas User Research Framework User Journey Mapping Ideation Storyboarding Prototyping Service Blueprinting WWW.PDRONLINE.CO.UK / © PDR 2017

Between 2012 and 2016, Design Action Plans have been developed by Denmark, Estonia, Finland, France, Ireland, Latvia and the European Commission. A WHICHER, EVIDENCE-BASED POLICY FOR DESIGN IN IRELAND, DESIGN FOR EUROPE WWW.PDRONLINE.CO.UK / © PDR 2017

“A more systematic use of design as a tool for user-centred and market-driven innovation in all sectors of the economy, complementary to R&D, would improve European competitiveness." EUROPEAN COMMISSION - ACTION PLAN FOR DESIGN-DRIVEN INNOVATION Insert image and ‘send to back’. Text on top is optional. WWW.PDRONLINE.CO.UK / © PDR 2017

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What are Design Ecosystems? WWW.PDRONLINE.CO.UK / © PDR 2017

Design Ecosystems are a theoretical construct used by academics and policy-makers to examine the interplay between actors and initiatives in a network and how this can inform targeted policy action for design. A WHICHER, BEDA DESIGN POLICY CLUSTER GUIDE WWW.PDRONLINE.CO.UK / © PDR 2016

Insert image and ‘send to back’. Text on top is optional. PDR, DESIGN POLICY MONITOR 2015 Insert image and ‘send to back’. Text on top is optional. WWW.PDRONLINE.CO.UK / © PDR 2017

Mapping Design Ecosystem EXERCISE 1. Mapping Design Ecosystem WWW.PDRONLINE.CO.UK / © PDR 2017

Insert image and ‘send to back’. Text on top is optional. PDR, DESIGN POLICY MONITOR 2015 WWW.PDRONLINE.CO.UK / © PDR 2017

• Start-ups and micro enterprises • Small to medium-sized enterprises • High tech, high export enterprises • Civil servants and policy-makers • Matchmaking between designers and businesses • In-depth mentoring over one year with a design manager (Bulldozer) • Light-touch design diagnostic sessions. WWW.PDRONLINE.CO.UK / © PDR 2017

• National campaigns (Year of Irish Design 2015) • Design weeks, festivals, conferences, awards • Design museums, exhibitions • Trade missions • Design centres, associations, networks, clusters • Innovation agencies, science parks, research institutes • Skills development agencies • Intellectual Property Office • Incubators WWW.PDRONLINE.CO.UK / © PDR 2017

• Designers in residence in government • Policy Lab using design methods • Design included in multiple policies • Designers on government committees • Innovation vouchers • Grants • Tax credits • European Structural Funds and ERDF Operational Programmes WWW.PDRONLINE.CO.UK / © PDR 2016

• Masters and Doctoral research programmes • Knowledge exchange between academia and industry • Multidisciplinary research programmes • New research on design • Design in primary and secondary education curricula • Undergraduate degree courses and modules. • Multidisciplinary education WWW.PDRONLINE.CO.UK / © PDR 2017

• Matchmaking or internship opportunities • Internship opportunities • Continuous professional development opportunities or peer-to-peer learning • Matchmaking or internship opportunities • Internship opportunities • Directory of designers • Occupational Standards for Design • Intellectual property support WWW.PDRONLINE.CO.UK / © PDR 2017

EXERCISE 1 • Identify the stakeholders and initiatives for each component in your Design Ecosystem • 1 hour WWW.PDRONLINE.CO.UK / © PDR 2017

Examining the strengths and weaknesses of your Design Ecosystem EXERCISE 2. Examining the strengths and weaknesses of your Design Ecosystem WWW.PDRONLINE.CO.UK / © PDR 2017

EXERCISE 2 • Identify a minimum of one strength and one weakness for each component of the Design Ecosystem • 1 hour WWW.PDRONLINE.CO.UK / © PDR 2017

EXERCISE 3. Brainstorming policy actions to tackle the weaknesses and build on the strengths WWW.PDRONLINE.CO.UK / © PDR 2016

1. USERS “Create an annual statistical data summary (surveys) about the design industry.” LATVIAN GOVERNMENT – DESIGN STRATEGY, P.8. • Conducting a mapping of the design sector; • Conducting research into the use of design by companies.” ESTONIAN GOVERNMENT – NATIONAL DESIGN ACTION PLAN 2012-2013, P. 29. WWW.PDRONLINE.CO.UK / © PDR 2017

2. SUPPORT PDR Service Design Programme offers mentoring to companies to move from a product-based business model to a service-based business mode. With one company, a design investment of £50,000 resulted in a ROI of £500,000 in six months. WWW.PDRONLINE.CO.UK / © PDR 2017

3. PROMOTION • Engage an audience of 3 million in Year of Irish Design 2015 events both at home and abroad, with an Advertising Value Equivalent (AVE) of €10 million. • From a €5 million investment 28.5 million people engaged at home and abroad through 670 projects including 100 internationally. A WHICHER, EVIDENCE-BASED POLICY FOR DESIGN IN IRELAND, DESIGN FOR EUROPE WWW.PDRONLINE.CO.UK / © PDR 2016

4. ACTORS “Coordinate and mobilise all actors and intermediaries on the ground that could connect entrepreneurs to designers." COLLEGE OF DESIGNERS AND FRENCH MINISTRY OF CREATIVITY AND COMMUNICATION - FOR A NATIONAL DESIGN POLICY, P.8. Insert image and ‘send to back’. Text on top is optional. WWW.PDRONLINE.CO.UK / © PDR 2017

5. GOVERNMENT “Develop a proposal to adjust the European Union Common Procurement Vocabulary.” A WHICHER, EVIDENCE-BASED POLICY FOR DESIGN IN IRELAND, DESIGN FOR EUROPE “A programme for promoting design competence in the public sector is established.” FINNISH GOVERNMENT – DESIGN FINLAND PROPOSALS FOR STRATEGY AND ACTION, P.29. WWW.PDRONLINE.CO.UK / © PDR 2017

6. FUNDING “Better access to financing for businesses in the creative industries and design. Getting new creative products and solutions faster to market via The Market Development Fund, and the public sector should support procurement of innovative solutions.” DANISH GOVERNMENT – DENMARK AT WORK. PLAN FOR GROWTH IN THE CREATIVE INDUSTRIES AND DESIGN, P.3. WWW.PDRONLINE.CO.UK / © PDR 2017 Insert image and ‘send to back’. Text on top is optional.

7. RESEARCH “The role of Design research in policy, entrepreneurship and public service innovation will be enhanced.” RESEARCH COUNCILS UK – STRATEGIC PRIORITIES AND SPENDING PLAN 2016-2020, P.7. WWW.PDRONLINE.CO.UK / © PDR 2017

8. EDUCATION “Citizens’ understanding of design is promoted by increasing design literacy through early childhood education." FINNISH GOVERNMENT – DESIGN FINLAND PROPOSALS FOR STRATEGY AND ACTION, P.25. “Develop new professional Master’s, Doctorate and vocational continuous education programs in design, including interdisciplinary programs." LATVIAN GOVERNMENT – DESIGN STRATEGY, P.7. WWW.PDRONLINE.CO.UK / © PDR 2017 Insert image and ‘send to back’. Text on top is optional.

9. DESIGNERS • Create 1,800 new jobs in design; • Establish 200 design agencies; • Generate €10 million in design exports; IRISH GOVERNMENT – ACTION PLAN FOR GROWTH AND JOBS 2015, P.131 WWW.PDRONLINE.CO.UK / © PDR 2017

• Ensure policy actions are aligned with national goals • Set a small number of concrete actions linked to specific timeframes and budgets • Establish a steering committee to oversee implementation Insert image and ‘send to back’. Text on top is optional. WWW.PDRONLINE.CO.UK / © PDR 2017

EXERCISE 3 • Building on the strengths and weaknesses brainstorm a series of policy actions. • 1 hour WWW.PDRONLINE.CO.UK / © PDR 2017

THANK YOU Please get in touch if you are: • Using design to formulate policy • Setting up a design programme • Building capacity for service design awhicher@pdronline.co.uk WWW.PDRONLINE.CO.UK / © PDR 2017