Edii presentation 28082013

E U R O P E A N D E S I G N I N N O V A T I O N I N I T I A T I V E

Design for Growth and Prosperity Recommenda@ons of

the European Design Leadership Board August 28 2013, Helsinki Tapio Koskinen, Aalto University


Europe 2020 Flagship Ini@a@ve Innova@on Union THE COMMITMENT


The European Design Innova@on Ini@a@ve (EDII) Design as a key discipline and ac@vity to bring ideas to the market has been recognized in the Innova&on Union – Europe's 2020 flagship ini&a&ve. In line with the commitment taken in the Innova@on Union, the European Commission launched in 2011 the European Design Innova@on Ini@a@ve to exploit the full poten@al of design for innova@on and to reinforce the link between design, innova@on and compe@@veness. The goal of the ini@a@ve is to: •  raise the awareness of design as a driver of innova&on in Europe •  enhance its role as a key discipline to bring ideas to market transforming

them into user-‐friendly and appealing products, processes or services by enterprises and public services in the EU.


The European Design Leadership Board

•  was set up by the European Commission to make proposals to enhance the role of design in innova@on policy

•  15 experts from diverse backgrounds: business/industrial sectors, higher educa@on, design professional associa@on, na@onal and regional agencies, SMEs’ umbrella organisa@on…

•  worked on recommenda@ons on value of design for Europe 2020 strategy


The Members of the European Design Leadership Board

Chris@an Bason MindLab, DK Miklós Bendzsel Hungarian Design Council, HU Giovanni Antonio Cocco ISNART scpa -‐ Is@tuto Nazionale Ricerche Turis@che, IT Rachel Cooper Lancaster University, UK Deborah Dawton DBA -‐ Design Business Associa@on, UK Olli-‐Pekka Kallasvuo Chair of the Delega@on for World Design Capital 2012, FI Andrej Kupetz German Design Council, DE Stefano Marzano Electrolux, SE Isabel Roig BCD -‐ Barcelona Design Centre, ES Klemens Rossnagel Audi/Volkswagen Konzern Design, DE Andrea Siodmok Technology Strategy Board, UK Livia Tirone Tirone Nunes S.A., PT Gerin Trautenberger Microgiants Industrial Design GmbH, AT Roberto Vergan@ Politecnico di Milano, IT Thierry Wasser Guerlain, FR


E U RO P E AN D E S I G N L E A D E R S H I P B O A RD


EDII Secretariat hosted by Aalto University

•  Assists European Commission in the establishment of the Leadership Board

•  Assists the European Commission and the LB in the establishment, development, running and promo@on of the European Design Innova@on Ini@a@ve, notably by providing secretarial services to the LB and by ac@ng as coordinator, promoter and animator of the EDII

•  Organizes events, such as the mee@ngs of the LB and European Design Innova@on Summit

•  Ensures communica@on and dissemina@on of informa@on concerning the EDII and its LB


Co-‐Design Policy Workshop

Brussels March 21st 2012


Report of the Design Leadership Board Based on •  The contribu@ons of the LB members •  The outcomes of the Co-‐Design

workshop

Delivered to the vice president of the European Commission in September 2012


Design is connected to cultural, social and economical values


Future of design in European Innova@on System

•  Strategic use of design in all sectors of the society contributes to user-‐driven innova@on for the benefit of the ci@zens

•  In business sector, design is playing a key role in enterprises’ strategy as an intangible asset for innova@ve companies, growth and jobs

•  In public sector, design is contribu@ng to user-‐centred, innova@ve and cost-‐efficient services; it also offers innova@ve solu@ons to policy-‐making processes in solving complex issues


The six strategic areas for design ac@on


SDA1: Differen@a@ng European design on the global stage

1.  Iden@fy and strengthen exis@ng ‘European Centres of Design Excellence’ in business and industry and provide means for those to collaborate in open networks that drive innova@on into Europe’s whole industrial ecosystem.

2.  Promote the increased use of design in European industry to encourage synergies in support of economic growth, environmental regenera@on, and the raising of social and emo@onal value, whilst respec@ng the need for renewable and endogenous resources.

3.  Set up a specific EU Tribunal /Court for European IP cases and promote and increase the training of judges in na@onal courts, in rela@on to the protec@on of Intellectual Property Rights in the physical world and online. The inten@on is to work towards zero tolerance of infringement. This requires legisla@ve revision, through the inclusion of a ‘Duty of Care’ for shared responsibili@es on IPR protec@on across the digital value chain.

4.  Create a ‘Designed in the European Union’ label in connec@on with the European ECOLABEL to s@mulate the export of design services. The inten@on is to make the protec@on and enforcement of European design and innova@on more effec@ve and accessible, whilst at the same @me raising the bar on expecta@ons and associa@ng excellence with sustainability.


SDA 2: Posi@oning design within the European innova@on system

5.  Con@nue to support and expand the work needed to develop more effec@ve and reliable methods for measuring the impact of investment in design on growth and social well-‐being, at the micro and macro levels, and include these within European innova@on sta@s@cs.

6.  Enforce the implementa@on of the current NACE Code 74:10 for Specialised Design Ac@vi@es by all Member States and ensure upda@ng as necessary for benchmarking and compara@ve analysis across member states.

7.  Include design within innova@on and business incubators and their networks. 8.  Create guidelines, codes of prac@ce, legal frameworks and experimental spaces

to promote the use of Open Design. 9.  Develop a European policy that ensures a more sophis@cated approach to the

public procurement of innova@ve solu@ons through the recogni@on, inclusion and implementa@on of design as a driver of user-‐centred innova@on.

10.  Improve access to design management exper@se and tools for companies across Europe to support the uptake and integra@on of design and design management as a strategic tool for growth.


SDA3: Design for innova@ve and compe@@ve enterprises

11.  Establish a pan-‐European design leadership programme that ensures Europe’s next genera@on of large companies have at their top, leaders who are design aware and more inclined to make bejer use of design.

12.  Develop programmes that support European medium-‐sized companies with ambi@ons to grow into large design-‐led companies through design innova@on.

13.  Establish mechanisms whereby design knowledge and best-‐prac@ce transfer can be more effec@vely enabled between large, design-‐led companies, academia and SMEs.

14.  Strengthen design innova@on in SMEs through taking into account the specific needs of SME’s within EU programmes such as Horizon 2020 and improve their access to member state level programmes.

15.  Recognise and value appren@ceships and voca@onal training for genera@ng world-‐class specialist and skilled craks-‐people in tradi@onal and emerging sectors with an increased awareness of design, as a driver of growth and job crea@on.


SDA4: Design for an innova@ve public sector and for society

16.  Increase the use of design/designers in public sector innova@on: ü  Through establishing a Design Lab within the Commission to run small-‐scale

demonstra@on projects showing the value of design-‐led public sector innova@on. ü  Through suppor@ng designers’ greater involvement in ‘living labs’ where social

innova@on and public services are cri@cal challenges. ü  Through exploi@ng the poten@al of the European Structural Funds, in par@cular the

European Regional Development Fund, on design innova@on for social change across policy areas.

17.  Build the capacity of public sector administrators to use design methods themselves and to procure design effec@vely: ü  Through design toolkits, case studies and designers in residence for EU ins@tu@ons and

Member States and regions. ü  Through developing a design curriculum for public administrators’ educa@on and

professional development, with ajendant Master Classes in design for effec@ve policy-‐making and procurement.


SDA5: Posi@oning design research for the 21st Century

18.  Embed design research in Europe’s research system in order to create new knowledge that will enhance innova@on whilst in parallel evalua@ng, on an on-‐going basis, the value of design in the Horizon 2020 programme: ü  Through including design researchers in cross-‐sectoral, mul@-‐

disciplinary research programmes addressing global challenges such as climate change, food security and health and well-‐being.

ü  Through funding the evalua@on and communica@on of the value of design in the Horizon 2020 Programme.

19.  Create a European network on design research at the European level to foster greater exchange amongst diverse actors and to encourage and enhance research that supports European design innova@on capacity.


SDA6: Design competencies for the 21st Century

20.  Raise the level of design literacy for all the ci@zens of Europe by fostering a culture of design learning for all at every level of the educa@on system.

21.  Encourage Member States to support the development of design competencies for the 21st century: ü  Through embedding the strategic role of design across disciplines in higher educa@on ü  Through strengthening con@nuing professional development programmes for design

professionals. ü  Through embedding design in the training of appren@ces.

SDA1 global

SDA2 innovation

SDA3 enterprise

SDA4 public

SDA5 research

SDA6 learning

IDEALL +++ +++ ++ ++ + +

SEE Platform - +++ + ++ + +

€DESIGN - +++ - - - -

DeEP - +++ +++ - - -

EHDM - - ++ +++ - +

REDI + - +++ + - -

The six on-going projects. http://ec.europa.eu/enterprise/policies/innovation/policy/design-creativity/index_en.htm

NEXT: Call for proposals for European Design Innovation Platform The objective of this call for proposals is to accelerate the take-up of design in innovation policies at European, national and regional levels and to promote the increased use of design in European industry as well as in the public sector to promote value creation, competitiveness and efficient use of resource. A special emphasis is put on closing the divide between the advanced regions and those lagging behind in applying design-driven innovation. This call for proposals invites applicants to plan and implement a coherent set of actions to boost the adoption of design in innovation policies and to support the creation of capacity and competencies necessary to deliver these policies. This set of actions will be called the European Design Innovation Platform, and fall under the framework of the forthcoming Action Plan for Design-Driven Innovation.

9.9.2013 Laitoksen nimi

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Background

ü  Innovation Union Europe's 2020 flagship initiative (2010) ü  Design for Growth & Prosperity (Sept 2012) ü  Industrial Policy Communication Update (Oct 2012) ü  Action Plan for Design-Driven Innovation (TBC 2013)

1)  promoting the understanding of design's impact in innovation, 2)  promoting design-driven innovation in industries to strengthen Europe’s

competitiveness and 3)  promoting the increased adoption of design to drive renewal in public sector.


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Transforming recommendations to practice

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… views and thoughts

In global economy goods and intangible works move between continents, cultures and countries. The concept of intellectual property is highly dependent of culture and values. Legal frameworks are not effective tools for changing values. What if we stopped protecting IPR?


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The role of a designer is changing (Mattelmäki) •  The designer is not the one who creates the final output. He will

define the framework, and facilitate the process where users and stakeholders define the solution.

How do you copy that?


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Socio-Economic Framework for Design–Driven Innovation

Citizen Private Public

Institutions Flow of design ecosystem services Design ecosystem Design ecosystem

support

Organizations Design awareness Lean Start ups with fluid business models Collective action

Individual / Small group Demanding user Entrepreneurial

discovery Deep democracy


Co-design and participatory process call for a social environment with low power distance and mutual trust…


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