Design for Ukraine 2017: From Design Thinking to Design Doing (September 14-15, 2017)
Design is all around you, everything man-made has been designed, whether consciously or not. The question, therefore, isn’t so much ‘what is design and why does it matter?’ but ‘how can I use good design to make the world around me better?’ /Mat Hunter, Chief Design Officer, Design Council/
Design is one of the key factors in increasing the value of products and services, improving quality of life and supporting sustainable development. Design is a methodology, a way of thinking, covering all areas of our existence, from business, society and economics to developing ideas, projects, products, services, processes and events. Everything that is developed in our environment—including cities, houses, systems and objects—is created by designers.
The forum focuses on the transformative power of design, advancing design as a sector that stimulates economic growth and job creation, and a method that promotes innovation and competitiveness in other areas of life. Our forum will discuss the global role and impact of design on the development of various creative industries.
According to the concept developed by the Danish Design Centre, companies are divided into four categories:
- Those working without design;
- Those using design only as a decorative tool;
- Those using design as a process;
- Those using design at the strategic planning level.
The event programme revolves around three key topics:
1. Potential: How to make financially successful design models work in Ukraine’s conditions?
2. Ecosystem: How to ensure the sustainable development of the design sector in Ukraine?
3. Entrepreneurship: How can design create added value and support growth?
The forum will consist of two main parts:
- September 14: Design Workshop (up to 150 participants)
- September 15: Practical workshops on design thinking given by leading European experts (up to 40 participants each)
Forum target audience:
- Representatives of the design community, creative entrepreneurs and cultural professionals;
- Representatives of cultural organisations and institutions;
- Representatives of national and local-level policymakers;
- Representatives of other sectors (business, tourism, manufacturing, etc.);
- Journalists.
Date: |
14-15 September 2017 |
Place: |
UNIT City, Kyiv http://unit.city/ |
Organiser: |
European Union-Eastern Partnership Culture & Creativity Programme |
Participants: |
Up to 150 participants from design sector, cultural and creative industries, business sector and civil society, local and national policy-makers. |
DAY 1: FORUM |
|
09:00-10:00 |
Get you badge and enjoy your morning coffee |
10:00-10:30 |
Let's get started Tim Williams, Team Leader of Culture & Creativity Programme Simon Williams, Director of British Council Ukraine Olesya Zaluska, Navigator of the project Export Strategy for Ukraine, Advisor of the Minister of Economic Development and Trade Yevhen Nyshchuk, Minister of Culture of Ukraine |
10:30-11:00 |
Design's Role in Innovation. Dr. Anna Whicher, Head of Design Policy, PDR International Design and Research Centre, UK. Followed by Q&A. Design is an approach to problem-solving that puts the user at the heart of the development process. As such, it can be applied to developing user-friendly products and services in the private sector as well as effective public services. With examples, Anna will demonstrate why design matters for business and government. |
11:00-13:00 |
How does good design ecosystem look like? Session with good practices from the European Union. Followed by Q&A. - Jorge Pinto (Portugal): Design Innovation in Europe: an Overview The presentation provides an overview of the European Commission's approach to promote, advocate, disseminate, facilitate and measure design-driven innovation in Europe. Through examples and case studies – from SMEs, companies, public sector, social, political and cultural applications - we will show how design can generate growth and prosperity and why it must be central in all innovation policies. - Louise Allen (Ireland): Make Design Matter - Impacts and Legacy from Irish Design 2015 The presentation will map the journey of the Design and Crafts Council of Ireland in the development and delivery of Irish Design 2015 a catalytic year-long event that has transformed attitudes to design across all levels of society. It will highlight key projects, their social, promotional and economic impacts and the resulting legacy to position design as an integral part of daily life, enterprise and innovation at policy and infrastructural level. - J. Margus Klaar (Sweden): How service design can help companies and governments to be more successful? Service design is being increasingly applied worldwide, both by governments and business, as the best and easiest way to improve customer/user satisfaction as well as process and financial efficiency. - Peter Lényi (Slovakia): Designing cultural and creative spaces Peter is the author of Design Handbook for Cultural Centres. Designing the environment we live in is a never-ending process. It is based on an effort to become better, more vivacious, and to respond to how the society and social needs are developing. It is not a question of facades, sculptural volumes and investment amounts. The interesting part lies in the close relationships between varied programmes, activities, employees, artists and their audience. The solutions brought about in the world of cultural centres are often unheard of in other sectors. They result from the creative clash between architects, designers, artist, managers, volunteers, students, technicians, audience and neighbours. |
13:00-14:00 |
Time to have lunch and network |
14:00-15:30 |
Design for Ukraine - Ukrainian design. Panel Session to look at the design potenial of Ukraine, why should world take notice of Ukrainian design? Followed by Q&A. - Natalia Kompaniets / Creascope - Iryna Solovey / Garage Gang - Vlad Goldakovsky / Goldakovskiy Group Architects - Alexander Tregub / Projector - Volodymyr Vorobey / PPV Knowledge Networks |
15:30-16:00 |
Coffee break to help you with the last session to come |
16:00-17:00 |
Showcasing Ukrainian design. Most innovative, most unique, most surprising. Session with short presentations of Ukrainian design. - Andriy Klimenko / Aiia - Svyatoslav Zbroy / ODSD2 - Andriy Kravchuk / Zavodshop - Max Golovko / A3 - Katheryna Sokolova / Sokolova Design |
17:00-17:30 |
Future of design. Fionn Dobbin, Creative Director and Partner at Age5 Design Agency and MAMMU, Germany/Latvia. Final key-note speech about future trends and how design can help us to shape the future we dream of. The world is changing rapidly and the role of design changes with it. Design is not only part of those changes, it is also the catalyst for the innovation. New technologies will profoundly impact the way we do and understand design. In his speech Fionn will help us to imagine how we can design the future we want. |
17:30-19:00 |
Time to relax, eat, drink and network |
DAY 2: PRACTICAL WORKSHOPS |
|
09:00-10:00 |
Chat with interesting people with a cup of coffee |
10:00-12:00 |
Practical Design Workshops: 1. Workshop on Developing a Design Action Plan for the Ukraine by Dr. Anna Whicher, Head of Design Policy, PDR International Design and Research Centre, UK Design thinking is a creative and inclusive approach to problem-solving and this workshop will use design thinking methods. Governments across Europe are recognising what design can contribute to innovation and are developing Design Action Plans. In this hands-on workshop, we will map the Design Ecosystem in Ukraine and create a set of policy actions to enhance the use of design in the country. This workshop is mostly suitable for policy-makers, educators, and all those working to improve the design ecosystem in Ukraine. 2. Workshop on Service Design: Making things work the way people expect them to work by Kaarel Mikkin (Estonia) and J. Margus Klaar (Sweden), Founding Partners of Brand Manual Service design is a process of organising business, that allows them to meet their customers’ expectations. It is a qualitative, iterative and empathetic method of experience design, that presumes that customers (or users, or citizens) don’t actually read the instructions before trying to perform an action. By designing processes and services from the customer’s / user’s point-of-view and presuming disinterest, you can make processes more efficient, services easier to use and information to make more sense. Making things work the way people expect them to work, unsurprisingly, just works. This workshop is mostly suitable for designers and companies using design services. 3. Workshop on Mega Trends for Design: Open Innovation and Permanent Beta by Fionn Dobbin (Germany/Latvia), Creative Director and Partner at Age5 Design Agency and MAMMU Learn how designers can help companies to find new business approaches with the help of open innovation. How to design cheaper, faster and smarter? How to make yourself and your department or company more flexible and faster? The workshop gives insights on how to embrace complexity and how to acknowledge that there is no „one-size-fits-all“ solutions in an ever-changing world. In this workshop you will find out more about mindset and tools of Permanent Beta. This workshop is mostly suitable for designers and companies using design services, but also for educators. |
12:00-13:00 |
Time to have lunch and network |
13:00-15:00 |
Workshops continue |
15:00-16:00 |
Closing reception and summing-up |
J. MARGUS KLAAR: “WHEN PEOPLE TALK ABOUT DESIGN, THEY ONLY FOCUS ON ITS ONE ASPECT: AESTHETICS”
ЯРОСЛАВ БЕЛІНСЬКИЙ: «В УКРАЇНІ СПОСТЕРІГАЄТЬСЯ БУМ ЗАСТОСУВАННЯ ДИЗАЙН-МИСЛЕННЯ»
КАК С ПОМОЩЬЮ ДИЗАЙНА СДЕЛАТЬ ПРОЕКТ УСПЕШНЫМ
ГДЕ УЧИТЬСЯ ДИЗАЙН-МЫШЛЕНИЮ: ПОДБОРКА ОНЛАЙН-КУРСОВ, КНИГ И ТРЕНИНГОВ
PETER LÉNYI: “ALL THAT IS MAN-MADE HAD TO BE DESIGNED BY SOMEONE AT FIRST”
LOUISE ALLEN: “SOCIAL DESIGN IS USER CENTRED AND LOCALLY ROOTED”
Why does design thinking matter?
When people talk about design, they only focus on the last point: aesthetics. That is, they see pretty things. However, as form follows function, services and products that meet the criteria of usable, understandable and distinctive tend to be, by default, also aesthetically pleasing.
/J. Margus Klaar, a founding partner of Brand Manual and a design mentor at the European Innovation Academy/
Research has demonstrated that companies that invest in design and use design strategically tend to grow faster. The Government in Ukraine could establish a programme to support companies to use design effectively.
/Anna Whicher, Head of Design Policy at PDR, the International Design and Research Centre at Cardiff Metropolitan University/
Given the challenging economic and political circumstances in Ukraine over the past few years increased use of design could help to restructure services, drive efficiency and assist with significant challenges that communities face.
/Louise Allen, the Head of Innovation and Development at the Design & Crafts Council of Ireland and the Head of International Programmes for Irish Design 2015/
Facts: the Economic Value of Design
Ukraine
The value of design sector is difficult to measure, because it is included under many different sub-sectors. According to the report, in 2014 data the value added for specialised design activities was 47,7 million UAH. Also, there are 15,4 thousand designers employed (product and garment designers, graphic and multimedia designers, interior designers and decorator). [10]
Denmark
52% of Danish companies state that they use design. 74% of them find that design has a positive impact on their bottom line. [1]
Design generates value in a variety of ways. Of the companies that use design 80% find that design has strengthened their brand to a high degree. [1]
The more advanced the design use, the higher the perceived value. 90% of the companies that use design in processes and strategic decisions state that design has a positive impact on the bottom line. [1]
Sweden
A study of Swedish businesses showed that when design was only used for styling, the average growth in turnover was 6.5% – but in companies where design was used as process growth was 8,9% and as innovation – 9%. [2]
United Kingdom
For participants in the UK’s Design Council’s Design Leadership programme, for every £1 businesses invested in design, the they gained over £20 turnover and over £5 increased exports. [3]
The design economy generated £71.7bn in gross value added (GVA), equivalent to 7.2% of total GVA. [4]
Workers with a design element to their work were 41% more productive than the average. Each delivers £47,400 in output (GVA per worker) compared with £33,600 across the rest of the economy. [4]
In 2013, the total value of exports where design had made a key contribution was £34bn. This constituted 7.3% of total UK exports in 2013. The UK ranks fifth behind Hong Kong, Switzerland, Italy and Germany in total value of design exports. [4]
The design economy compares more favourably to the wider UK workforce in terms of designers from ethnic minority backgrounds (11.2%) and those who have a disability or work-limiting illness (11.7%). [4]
In the period between 2009-2013, the design economy GVA increased by 27.9%, compared to 18.1% across the UK economy as a whole. [5]
Approximately 580,000 people are directly employed in the UK’s design industries, while a further 1 million designers work across the economy in non- design industries.
This makes the design economy equivalent to the ninth biggest employer in the UK. [5]
European Union
Design-intensive industries play a vital role in the EU economy. A study by the (former) Office for Harmonization in the Internal Market/European Patent Office estimated that they generated 12.2% of EU employment and 12.8% of EU GDP in 2013. Design is increasingly recognised as key to bringing ideas to the market and transforming them into user-friendly and appealing products or services. [6]
Ireland
48,000 people are employed in the Irish design sector, equivalent to 2.48% of the total workforce. [7]
Design is Global. The Irish design sector generates over €38 billion in exports. Traditional design contributes €0.94 billion and digital design €37 billion. [7]
Design is National. The Irish design sector has a strong regional spread, with over 65% of registered design sector companies located in the regions. [7]
Brazil
In Paraná, in general for each 1% of all investment dedicated to design, it generates a 3% increase in sales. [8]
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http://danskdesigncenter.dk/sites/default/files/pdf/designdelivers_pixi_eng_rettet.pdf
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http://www.svid.se/upload/SVID_2011/For_foretag/Undersokningar/Folder_10_points.pdf
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http://www.designcouncil.org.uk/our-services/business-growth
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http://www.designcouncil.org.uk/resources/report/design-economy-report
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Design council annual report and accounts. For the year ended 31 march 2016
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https://ec.europa.eu/growth/industry/intellectual-property/industrial-design/protection_en
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Ireland - the Design Island. A consultation paper towards a National Design Strategy. Design & Crafts Council Ireland
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http://www.designforeurope.eu/case-study/evaluating-design-innovation-and-investment-brazil
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https://www.culturepartnership.eu/en/article/culture-for-development-indicators