Presentation by Anna Whicher: Design thinking: Theory and practice: Case studies of public administrations of Great Britain and other countries. Overview – what European Commission is doing in Design Thinking field?

1. SEE PLATFORM
DESIGN & INNOVATION IN EUROPE
ANNA WHICHER | PDR / CARDIFF MET.
RIGA, 13 MAY 2014

2. • What is design thinking?
• What is the link between design and
innovation?
• Why is it important?
• How is the EU supporting design?
• Why use design thinking in the public
sector?
OVERVIEW

3. To accelerate the
integration of
design into
innovation policies
and programmes
SEE PLATFORM AIM
Supported by the European Commission

4. SEE PARTNERSHIP
PDR / Cardiff Metropolitan University UK
Design Flanders Belgium
Regional Development Agency of South Bohemia (RERA) Czech Republic
Danish Design Centre Denmark
Estonian Design Centre Estonia
Aalto University School of Art and Design Finland
JAMK University of Applied Sciences Finland
Business and Cultural Development Centre (KEPA) Greece
Border, Midland and Western Regional Assembly Ireland
Castle Cieszyn Poland
Design Council UK

5. • 500 public officials engaged;
• 80 half-day workshops;
• 5 SEE toolboxes;
• 3 Design Policy Monitors (annual);
• 44 Case studies on programmes &policies;
• 6 Bulletins containing research, policy
proposals, case studies &resources.
SEE ACTIVITIES

6. DESIGN POLICY TOOLBOX

7. DESIGN POLICY TOOLBOX

8. What is design thinking?
What is the link
between design and
innovation?
Why is it important?
WHAT IS DESIGN?

9. Design thinking is a set of
methods that puts the user at
the heart of the process and
can be used across the private
and public sectors.
WHAT IS DESIGN THINKING?

10. WHAT IS THE LINK BETWEEN DESIGN AND INNOVATION?

11. WHAT IS THE LINK BETWEEN DESIGN AND INNOVATION?

12. For every £100 spent on design
there is a return on investment
of £225.
Design Council. (2007) ‘The Value of Design Factfinder report’, London, p.4.
WHY IS DESIGN IMPORTANT FOR THE PRIVATE SECTOR?

13. Design-led companies
outperform their
competitors by 205%.
Design Council. (2004) ‘Impact of design on stock market performance’, London, p.5.
VALUE

14. PUBLIC & BUSINESS EXPENDITURE ON DESIGN

15. How is the EU
supporting design?
WHAT’S HAPPENING ACROSS EUROPE?

16. • Transforming ideas into user-
friendly products;
• For innovation in private and
public services;
• For tackling challenges in the
public sector and society.
INNOVATION IS CHANGING

17. It is the European Commission’s
“vision that by 2020, design should
be a fully acknowledged, well-
known, well-recognised element of
innovation policy across Europe, at
European level, at national level
and at regional level”.
Head of Innovation Policy Unit, European Commission DG Enterprise and Industry, speaking
at the SEE Conference, 29 March 2011
EUROPEAN COMMISSION VISION FOR DESIGN

18. 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 (2013) ‘Implementing an Action Plan for Design-Driven Innovation’
Commission Staff Working Document SWD(2013)380, p.4.
ACTION PLAN FOR DESIGN-DRIVEN INNOVATION

19. DESIGN POLICY MONITOR
IN 2014, 15 OF THE 27 EU
MEMBER STATES HAD
DESIGN INCLUDED IN
NATIONAL POLICY

20. Why use design thinking
in government?
DESIGN THINKING & GOVERNMENT

21. User needs are an effective
route to efficiency. By
designing a service or policy
around them, you can
mitigate risk and cut costs.
DESIGN THINKING & GOVERNMENT

22. WHY USE DESIGN THINKING IN GOVERNMENT

23. PUBLIC SECTOR DESIGN LADDER
Source: SEE Design
for Public Good
Report (2013),
p.30.

24. 12 case studies of
the public sector
using design
strategically
DESIGN FOR PUBLIC GOOD REPORT

25. MAKE IT WORK

26. MAKE IT WORK

27. SPIDER

28. MINDLAB / CABINET OFFICE POLICY LAB

29. • Design support programmes
(subsidies/vouchers, export, tax credits)
• Training primary school teachers,
knowledge transfer into industry or multi-
disciplinary education.
• Using design thinking to innovate the
public procurement process.
• Piloting design as an approach to policy-
making or public service re-development
EXAMPLES

30. www.seeplatform.eu
THANK YOU