1. Changing Attitudes towards Design in SMEs by Linzi Ryan

2. DESIGN Changing Attitudes towards Design in SMEs

4. DESIGN Changing Attitudes towards Design in SMEs

5. How can we change SME’s attitude towards Design?

6. Changing Attitudes towards Design in SMEs 157 Companies Online Questionnaire 10 Companies High & low scores 43 Companies The Research

7. Changing Attitudes towards Design in SMEs 8 Rules for changing attitudes towards design.

8. Changing Attitudes towards Design in SMEs Ensure high-level support Rule 1: “There’s no point in a manager bringing you in trying to change everything if the people above him aren’t aware & in agreement that things need to change.”

9. Changing Attitudes towards Design in SMEs Create an awareness of dominant culture Rule 2: “You compete with companies who can manufacture products cheaper so you need to look at ways of differentiating.”

10. Changing Attitudes towards Design in SMEs Broaden & manage the Value Proposition Rule 3: “It becomes more than just providing a product. We’re enabling our customers to do something. We’re solving a problem. It’s a solution for something.”

11. Changing Attitudes towards Design in SMEs Define a clear strategy Rule 4: “Be specific about what you’re trying to design & what you’re trying to change.”

12. Changing Attitudes towards Design in SMEs Establish & manage Customer Relationships Rule 5: “If you start talking about customer needs, and conclusions, & you start talking to them about the opportunities, rather than looking at what we make.” “When you involve them in this they start to realise the impact they have on the customer’s experience & the customers journey. It grows awareness, ownership within the organisation.”

13. Changing Attitudes towards Design in SMEs Manage Communication & Learning styles Rule 6: “Often, if you want to really, really design a service properly, it means listening a lot to what your customers are telling you, what you’re front line staff are telling you.” “Typically your bundle needs to be structured so that your customer can clearly see where the value items are.”

14. Changing Attitudes towards Design in SMEs Develop a “mistake” friendly mindset Rule 7: “You make a mistake here, it is big money. You are in serious trouble if you miss something.”

15. Changing Attitudes towards Design in SMEs Define new approaches to Measuring Success Rule 8: “Sometimes it’s less tangible. It’s around customer satisfaction. It’s around the buzz.”

16. Rule 6: Manage communication & learning styles Changing Attitudes towards Design in SMEs Summary of Rules Rule 1: Ensuring high level support Rule 2: Create an awareness of dominant culture Rule 5: Establish & manage Customer Relationships Rule 8: Define new approaches to measuring success Rule 4: Define a clear strategy Rule 3: Broaden & manage the Value Proposition Rule 7: Develop a ‘mistake’ friendly mindset

17. DESIGN Changing Attitudes towards Design in SMEs

18. Thank you. Questions?