Innovation by Design
Giving Irish companies the skills to use design to growInnovation by Design
- Country
- Ireland
- Funder
- Enterprise Ireland
- Investment
- €120,000
- Time
- 18 months
- Design support
- Centre for Design Innovation
Background
In 2007 Ireland’s Centre for
Design Innovation surveyed more
than 400 Irish businesses, their
findings showed overwhelmingly
that companies that used design
were more successful than those
that didn’t. On the whole the
companies using design were less
risk averse, more likely to be
developing new products and
services – and twice as likely
to experience growth. Despite
this positive effect they found
just 15% of Irish companies had
made design part of their
business strategy.
Having published the report, the
centre wanted to do something
practical to help, so decided to
put their research into practice
and offer businesses a programme
that would give them the
necessary design skills to
thrive.
To formulate the programme, the
Centre brought together leading
design practitioners from the
US, UK, and Ireland with
extensive experience of running
business programmes. That
meeting, combined with the
research of organisations like
IDEO, Ziba and Stanford’s
D-School, and the example of the
UK’s Designing Demand programme,
formed the methodology behind a
new innovation programme for
Ireland.
The challenge was to create a practical approach and tools that organisations could use to innovate and grow.
How design helped
The result of the centre’s
work was Innovation by
Design, an 18 month
programme of workshops,
research and mentoring for
six companies that began in
June 2007. The programme was
funded by the Irish
government’s business
support agency, Enterprise
Ireland, and EU structural
funds, grants to help reduce
inequality amongst member
states.
From a list of 200
applicants, six companies
were chosen. These six were
paired with one of two
Design Associates, Gavin
Pryke (Habitat, Virgin
Atlantic) and Jonathan Ball
(Design Council, LUMA
Institute), human-centred
design experts with a long
track record in design
support, industry and
research.
The programme had a budget
of €120,000 with
participation costing each
company €1,500 for which it
received two network days,
three workshops and 5 to 7
days of mentoring. The cost
for each company,
unsubsidised, would have
been around €10,000.
The six participating firms
spanned six different
sectors – but all with the
same goal of growing their
businesses. They were:
- Avenue Mould Solutions (Precision toolmaker)
- Connacht Gold (Agricultural co-operative)
- Infacta (Software developers)
- Institute of Technology Sligo (Higher education institute)
- Ireland West Airport Knock (International airport)
- Mantis Cranes (Heavy machinery manufacturer)
The emphasis in the
Innovation by Design
programme was on companies
learning by doing.
Participants attended three
workshops in total, and
after each they had to put
what they had learned into
practice with the help of
their Design Associate.
The first workshop on
user-centred design is the
cornerstone of the
programme, dispelling myths
about design, observing how
clients actually behave,
involving user experts, and
prototyping potential ideas.
The user-centred aspect forced us to get out of our nests here. We jumped across the counter and said ‘well, who are you?’ and ‘what are you thinking?’ and ‘why did you come here?'
The second workshop is about
understanding and developing
your brand. It introduces
the concept of brand touch
points and the building
blocks of brand development.
The third looks at service
design and customer
experience, providing a
simple blueprint for how to
design and evaluate a
service.
Following the workshop decks
of cards highlighting key
techniques were given to
each company for future
reference, and a website was
created to provide a digital
forum for the companies to
communicate – this
noncompetitive network
proved to be of great value
to the participants.
Once I started attending the workshops I knew it wasn’t just about how things look. This was about everything we do. How our actual products work. How do our customers use the product? How do they find the products? How usable are they?
The outcome
The 18 month
programme gave
each company the
opportunity to
apply a design
approach to
understanding
their customers’
needs – the key
to identifying
the right ideas
to
commercialise.
The companies
were then able
to turn these
insights
directly into
product or
service
improvements,
for many the
results were
transformative:
Avenue Mould
mapped its
service
offering,
developed a
well-received
quick start
manual for its
customers and
hired a new
design firm.
Our communication is better with our customers. We’ve always listened, but we’ve taken it to the next step.
Connacht Gold
commissioned the
Institute of
Technology Sligo
to develop a
range of new
product and
packaging
concepts.
Elements of that
work has already
been
incorporated
into their
product
marketing.
Infacta
rebranded the
company and has
hired a full
time designer.
The Institute of
Technology Sligo
has successfully
rebranded.
Ireland West
Airport made
adjustments to
its check-in and
queuing
procedures, as
well as fixing
an issue with
its luggage
trolleys and
developing
concepts for
sustainable and
better designed
trolleys to
enhance the
passenger
experience.
Design is now part of what we do as a company, not just what marketing might do or finance might do.
Mantis Cranes have made over two dozen design improvements to a new crane design and put in place a new product development process.
The whole thing that you’re doing here is changing our company. Not just our marketing, but our development and the customer service we offer. In the beginning we thought it was about design, and then we realised, this is about our whole company, this is our whole strategy, this our whole business plan.
Justin Knecht, the Programme Manager of Innovation by Design, attributes much of the success of the programme to the Design Associates. “Programmes cannot be just a series of workshops, they require mentoring to facilitate the adoption of tools and define discrete projects. The content was practical, relevant, hands-on and able to be implemented immediately by the participating companies.”
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