The world is changing increasingly faster and competition can come from non-traditional sources. Start-ups challenge the entire industry through a new approach to problem solving and new business models. This also creates greater expectations of positive customer experiences and products and services that meet user needs.
The ability to change a business in keeping with shifting needs and expectations of depends largely on its management and board. As the highest authority in the management of a company, the board of directors is responsible for the company’s strategy and must always respond to the greatest challenges faced by the company.
Continuous change and the need for teamwork to solve complex problems requires new ways of thinking. This is where design methodology comes in and can serve as an alternative to the traditional approach to problem solving, innovation and business development.
Continuous change and the need for teamwork to solve complex problems requires new ways of thinking.
A study conducted by the Danish Design Center shows than no fewer than 74% of companies that use design systemically in the development of their products and services claim that design has had a positive effect on their bottom line. These companies also believe that design will enhance their competitive edge over the next five years. Read more about the economic results of design here.
Design methodology and design thinking
Design methodology and the notion of ‘design thinking’ is an area of expertise that can be combined with other types of knowledge and create new perspectives and innovation opportunities.
This area of knowledge is characterised by a people-driven development process in which empathy, problem reformulation, a multidisciplinary approach, repetitive prototyping for testing and learning and visualisation are important elements. Design thinking is nothing new, but has received renewed attention in recent years within the business community.
In Norway, a course is offered entitled Design Thinking: Strategic Design for Innovation. This course is a collaboration between the Norwegian Business School, Design Region Bergen, the Western Norway University of Applied Sciences and the Faculty of Fine Art, Music and Design at the University of Bergen. Read more about the course here.
Together with the Sheriff Film Company, DOGA has made a film that shows a number of the principles of design methodology. To explore new business opportunities, it is important for decision-makers to have the ability to see the value of a project idea while still in the concept phase. The film shows how creativity and user involvement can create innovation and new solutions. This is relevant knowledge for today’s boards of directors and senior executives in creating value for their company.
DOGA is currently in the process of gaining more insight by interviewing experienced board chairmen and designers who have succeeded in using design in new areas, for strategy development, new business models, innovation and restructuring. The goal is to promote understanding and knowledge of how the business community and public sector can utilise design to create value for users, organisations and society.
- Brown, T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. New York: HarperCollins Publishers.
- Huse, M. (2011). Styret: Tante, barbar eller klan? Bergen: Fagbokforlaget.
- Erichsen, M., Solberg, F., & Stiklestad, T. (2015). Ledelse i små og mellomstore virksomheter. Bergen: Fagbokforlaget.
- Jørgensen, S., & Pedersen, L. J. T. (2013). Ansvarlig og lønnsom: Strategier for ansvarlige forretningsmodeller. Oslo: Cappelen Damm
- Kolko, J. (2015). Design Thinking Comes of Age. Harvard Business Review, 93(9), 66-71.
- Martin, R. (2009). The design of business: Why Design Thinking is the Next Competitive Advantage. Boston: Harvard Business Press
- Selvik, A. (2011). Styreverden. Bergen: Fagbokforlaget.