Design Leadership Programme Neil Gridley – Design Associate

Design Council 2

Design Council themes AgeingActiveCommunitiesGrowth

What is Design? 4

Design? 5

BrandingFashionWeb/Interactive Design InteriorsProductsGames* * GTAV: in its first 24 hours grossed $815.7m in revenue. Sales reached $1 billion after three days on the market Service

Design Brand & Comms Space / InteriorWeb / Interactive Service Packaging Product / UI 7

The CDO 8

The link between creativity, innovation and design  Creativity is the generation of new ideas  Innovation is the successful exploitation of new ideas  Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers 9

Design Thinking 10

Stanford D School 11

Why Design? Design savvy businesses outperform 12

Key research findings Design can add value by : Driving innovation and opening up uncontested market spaces > Differentiating products and services to attract customers > Strengthening branding, embodying a company’s values and improving recognition. >

The impact of design 15 “Design can help organisations transform their performance, from business product innovation to the commercialisation of science and the delivery of services. That is why design forms an integral part of the Government’s plans for innovation and growth and features strongly in our Innovation and Research Strategy for Growth” Rt Hon David Willetts MP Minister for Universities and Science

Design Leadership Programme 16

Design Leadership Programme Harnessing design to drive growth and improve service efficiency We work at a senior level with organisations to help them realise the ambitions of the organisation by identifying practical ways that design can deliver tangible long term results. 17

Design Leadership Programme Start-ups Science & Tech focus Pre-Start up (Universities) Science & Tech focus Public Services Civil service Local authorities Third sector 18 SMEs Manufacturing Service businesses

Impact Economic evaluation of the impact on the businesses… direct return for every £1 spent on design: 19

Feedback said design was integral or important to their businesses 20

Design Associate Network

Neil Gridley 22 Google Viadynamics for more information

A clear and proven process Structured, using strategic design methods Helping de-risk projects to ensure they deliver Introducing innovative ways of working within your organisation Ensuring your investment leaves a lasting legacy, equipping you with design management skills for the future Helping you find the right design team to deliver returns Clarifying the scope of the design projects and setting realistic goals Building capability within your organisation to manage design effectively Identifying challenges and opportunities where design can make a difference Bringing a new perspective so you view your business afresh Total immersion in your business or projects

Opportunities Framework

How we work…building awareness and capability

The start-up

The Challenge  Technology not visible  Hard to articulate competitive advantage  Need to attract investment  Need to identify short, medium and long-term applications

Risk management £1 - £10 - £100 For every £1 spent solving a problem in design stage, it costs £10 to tackle in development and £100 to rectify after launch.

Extreme Users Rich insight can be found at the edges Range (Power users) Range (Rejecters) Core (Majority)

Ideas Generation Multi-disciplinary team of experts, structured process, clear commercial objectives. Ideas filtered - best ones go forward.

Map design opportunities

Identify Milestones  Technology  Business  Market

Outputs  Intermediate product & service applications  New brand  Built confidence of investors  Generated income earlier

Outcome  Immediate additional investment raised ($2.3m)  First product launched was a success  Repeat order from major customer within first year  Four new products active in three markets today  Design core to business strategy and management investment raised since launch $15m

“What we learned continues to benefit the business, it enabled Owlstone to communicate the value and potential of its technology and clarify the best route to market. It reduced risk and accelerated revenue generation, so boosting investors’ confidence.” Billy Boyle, CEO, Owlstone Nanotech

The established business

What happened?  New product development process  New brand  Sales grew £500k to £5m in 3 years  20% of overall business output  Jobs saved  Export potential  Helped the company offset the worst effects of recession 20% UK terracotta pots market Market share

“Design is not just about aesthetics. It’s the creative process within the business. Design is fundamental, creating brands, products and an environment for businesses to move forward” Ed Naylor, Chief Executive, Naylor Industries

What do you need from Design?  Give clarity and visibility to your vision  Help understand your customer needs better  Generate and deliver new ideas to the market  Differentiate and connect with your customers  Develop and innovation culture internally

Who is it for?  SMEs across the sectors…  …that are financially stable with resources to invest  UK owned and based  ambition for growth  open minded and forward thinking attitude

Thank you

“I can’t over-emphasise the beneficial impact working with the Design Leadership Programme had on our company” Nigel Stuart, MD Discovery Yachts

Whites “What's been most valuable about our experience of the Design Leadership Programme has been how our management culture has changed: we now think far more strategically as a direct result.” Judith Stracey, Managing Director, White Logistics

Visual planet “The programme has taught us the areas of improvement required and where we should apply our core strengths not only now, but in the future activities we pursue. ” Mike Cole, MD Visual Planet

“The support we received from the Design Council gave us the confidence to apply the same thinking we use in product design to designing the business – develping a concept, testing it with users, refining it and staying flexible enough to keep modifying it as the market develops” Jane ni Dhulchaointigh, CEO, Sugru