Bergen Design Festival 2018: Design Effectiveness

DESIGN BRINGS VALUE. More often than not, design is considered “the glazing on the cake”. As design professionals, we know that design brings value to a project – but how can we convince the rest? We believe that the most effectful way is to show them the metrics. But measuring the effectiveness of design in numbers is harder that one would think. Although that doesn’t mean it’s impossible. Together with Design Business Association who have been successfully measuring effectiveness since 1986, this morning is dedicated to figuring out how to get started. Speakers 00:01:56 – Deborah Dawton, chief executive, Design Business Association (DBA) Founded in 1986, at a time of rapid advancement for the sector, a group of industry leaders identified the need for a trade body to help steer and sustain the rising reputation and growth of design, by helping drive up professional standards across the sector and to create greater awareness within business of the strategic and commercial value of design. Today the UK design sector is the second largest in the world and the largest design industry in Europe. UK design is world leading, revered both for its creative quality and its commercial effectiveness. 00:26:54 – Tom Morgan, strategic director, ANTI Bergen In February 2018, design agency ANTI Bergen made history when it was the first Norwegian business to be awarded the prestigious Design Effectiveness Award (DEA). The annual awards as handed out by UK’s Design Business Association and recognises the return on investment, a coherent, well-thought out and professionally executed design strategy can achieve. 00:43:51 – Jannicke Hølen, senior advisor, DOGA (Design and Architecture Norway) What’s the picture like here in Norway? In 2017 DOGA mapped the value of design in the Norwegian private sector. Jannicke Hølen will let us in on the figures, and the key factors on how to create value through design delivering on both innovation and a triple bottom line perspective. 00:54:03 – Jelmer Verhoog, Interaction designer, SpareBank 1 Banksamarbeidet Jelmer will explain how SpareBank 1 Banksamarbeidet transformed from a tech-heavy IT company, to a company in which design takes a central role. He will show concrete examples how design has helped SpareBank 1 to achieve business goals, and how listening to our users led to Norway’s best mobile banking app 01:10:35 – Q&A

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