Design Bulldozer
A design support programme to boost the global competitiveness of Estonian businessesDesign Bulldozer
- Country
- Estonia
- Funder
- Ministry of Economic Affairs & Communications
- Investment
- €400,000
- Time
- 20 months
- Design support
- Estonian Design Centre
Background
In January 2012 Estonia became
the first country in Europe with
a dedicated national design
policy. The National Action Plan
for Design was the culmination
of more than a decade of
advocacy and policy development
which included the creation of
the Estonian Design Centre in
2008.
The National Action Plan focused
on increasing the use of design
both in private and public
sectors with an emphasis on
design as a source of
competitive advantage. This plan
was supported by EU Structural
Funds (2007 - 2013 budget),
grants dedicated to reducing
inequality amongst member
states.
The first project to result from
the plan, Design Bulldozer, was
launched in May 2012 by the
Estonian Design Centre with the
Ministry of Economic Affairs
& Communications and
Enterprise Estonia.
Design Bulldozer is a design
support programme for 10
businesses and 10 design
managers, piloting strategic
design intervention over 20
months.
In many Estonian enterprises the executive manager also acts as an export manager, a marketing manager and chief designer. Highly qualified specialists are needed for the enterprise to move to a higher position in the value chain.
How design helped
Design Bulldozer worked with 10 companies, from a law firm to a snowplow manufacturer to a software company – and paired them with 10 of the country’s very best designers to act as design managers.
Each firm was led through a
structured programme to help
them understand how design
could be incorporated into
their innovation process.
This programme was organised
into 5 stages:
Stage 1 – Let’s speak the
same language
Terminology was established
and the key ideas behind
human-centred design,
branding and strategy were
introduced.
Stage 2 – Design Audit
The company’s specific needs
were identified and an
action plan for the rest of
the programme was devised.
Stage 3 – Design Project
A brief was defined and
design partners were chosen
for its implementation.
Stage 4 – Development
The design project was
implemented.
Stage 5 – Project closure
Outcomes and learnings from
the project were summarised.
Design Bulldozer aimed to
help companies see design as
an effective means to
improve competitiveness and
deliver rapid results.
Design methods were used to
help businesses base new
product development on the
needs of users – rather than
just received wisdom or the
available technologies. This
meant identifying problems
in existing solutions,
evaluating the needs of
customers and then
visualising the results.
Previously a company like Meiren had set themselves the simple goal of producing the best snowplows. Now they approach it from the customer’s perspective: what makes the best snowplow from the point of view of the operator? And what does a local municipality want when they buy snowplows?
The outcome
The programme has helped companies offer compelling new services and products that are specifically built around user needs. The aim of this is to increase companies’ economic performance and competitiveness both in domestic and foreign markets.
I expected Design Bulldozer to be different to the design programmes I’d worked on before, it’s a different part of Europe, a different culture, a different mindset and a different language. But the problems Estonian companies and managers are facing are actually very similar to the ones companies in Belgium, the UK or Ireland face.
The results for the participants were as diverse as the participating companies – for the Port of Tallinn the outcome was a new clearer wayfinding system, for software company Proekspert it was a complete customer-centred restructure.
I have no doubt this process has been beneficial. The world keeps moving forward and in software usability and simplicity are now the number one priority. I think every company should incorporate design into their business. Every product or service has an end-user who it’s meant for.
The Estonian Design Centre identified 5 key changes in participants:
- A shift in mindset and corporate culture
- An understanding that design can be used to create additional value
- More effective product and service development
- New target markets
- Long term increased profit, gross margin and market share
Design Bulldozer has demonstrated what design can do for business and we now have specific examples from across a number of different industries. This has given us very practical insights we didn’t have before – today we are able to evaluate organisations better and show how design can help them.
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