European Design Innovation Initiative Expert Network Kreativwirtschaft 24. Jänner 2012

EK-Konsultation: Design as a driver of user- centred innovation (2009) Arbeitspapier der EK/GD Unternehmen & öffentliche Konsultation: Soll mehr getan werden, um Design in der Innovationspolitik zu unterstützen? 500 beantworteten den Fragebogen: 91% sehen Design als sehr wichtig für die Wettbewerbsfähigkeit Europas 96% wünschen Initiativen für Design iRd Innovationspolitik Conclusion Firmen, die in Design investieren sind innovativer, profitabler und wachsen schneller Design ist eine treibende Kraft für Innovation und ist ein Beispiel eines unerkannten Potentials - speziell für KMUs, um nutzerzentrierte Produkte und Services auf den Markt zu bringen

Offenheit fördern und Kapital aus Europas Kreativpotential schlagen 1.Unternehmen innovieren unterschiedlichst: alle Formen (nicht nur technologische) der Innovation berücksichtigen 2.Spezifische Konzepte für Kultur- u. Kreativwirtschaft 3.Design: Schlüsseldisziplin, um Ideen marktfähig zu machen anerkannt. 4.Neue Trends wie open - oder collaborative innovation haben einen langfristigen Nutzen für Wirtschaft und Gesellschaft. 5.Ungleichgewicht zwischen den einzelnen EU-Ländern in Fragen von Design: Unternehmen & Ausbildung Selbstverpflichtung der EK Einrichtung eines European Design Leadership Board: Vorschläge, wie Design eine größere Rolle in der Innovationspolitik spielen kann z. B. durch EU- und/oder nationale Programme, "European Design Excellence" Label. Europa 2020: Innovation Union (2010)

European Design Innovation Initiative Bericht: Design Innovation and co-creation / design thinking 1. Call: Projects & Research Oktober Mio. 2. Call April Mio. Empfehlungen: Leitlinien, Normen, Good Practices EDII Secretariat ALTO UNIVERSITY Tapio Koskinen KOMMISSION DC Industry & Enterprise Katja Rappel Christine Simone EDII LEADERSHIP BOARD 15 Members Maßnahmen

European Design Innovation Initiative Europäische Kommission, GD Unternehmen: Design als wichtigen Treiber von Innovationen, besonders im Dienstleistungsbereich Ziel der Initiative: Designbewusstsein stärken, Potential von Design in Innovationsprozessen vorantreiben, so zur Innovationsunion beizutragen. Leadershipboard besteht aus 15 europäischen Experten, die die Europäische Kommission seit Mai 2011 bei der Entwicklung einer Strategie und Maßnahmen beraten Mehr Infos creativity/edii_en.htm creativity/edii_en.htm

Auswahl für das EDII Leadershipboard * Verschiedene Hintergründe für Design und Innovation * Vertreter von Organisationen von Innovation und Design * Universitäre Forschung * Nutzer von Design in verschiedenen strategischen Branchen und Sektoren Baugewerbe ICT Automotive Gesundheitswesen Tourismus Luxusgüter Design Thinking BEDA, Deborah Dawton, President Rat für Formgebung, Andrej Kupetz Chairman Capital Helsinki 2012 Olli-Pekka Kallasvuo Design Research Audi Group Klemens Rossnagel, Professor in Pol. di Milano Roberto Verganti, Livia Tirone, TIRONE NUNES European Design Leadership Board

Aufgaben Beratung der Kommission in Fragen von Design für Innovationspolitik Entwicklung von Empfehlungen die in den EU- Kremien, Mitgliedsländern und Regionen implementiert werden können. Bewusstseinsbildung über das Potential von nutzerzentrierten und markt-getriebenen Innovation durch Design und Design thinking.

Secretariat for EDII - service contract 2 years under X February th EDII LB meeting Joint event with Creative Industries Alliance Launch of public consultation Potentially definition of a 2nd call for proposals X Avril th EDII LB meeting Working doc on final conclusions Discussion on the awareness raising strategy for the policy recommendations Dissemination of policy conclusions and awareness raising throughout 2012 and 2013 Year 2013 X December 3rd EDII LB meeting Discussion on first draft policy conclusions (consultation document) Year May 1st EDII Leadership Board meeting Open discussion on 1st activities to be launched end of July X February th EDII LB meeting Joint event with Creative Industries Alliance Launch of public consultation Potentially definition of a 2nd call for proposals X Avril th EDII LB meeting Working doc on final conclusions Discussion on the awareness raising strategy for the policy recommendations Dissemination of policy conclusions and awareness raising throughout 2012 and 2013 X December 3rd EDII LB meeting Discussion on first draft policy conclusions (consultation document) Year May 1st EDII Leadership Board meeting Open discussion on 1st activities to be launched end of July X February th EDII LB meeting Joint event with Creative Industries Alliance Launch of public consultation Potentially definition of a 2nd call for proposals X Avril th EDII LB meeting Working doc on final conclusions Discussion on the awareness raising strategy for the policy recommendations Dissemination of policy conclusions and awareness raising throughout 2012 and 2013 X December 3rd EDII LB meeting Discussion on first draft policy conclusions (consultation document) Year May 1st EDII Leadership Board meeting Open discussion on 1st activities to be launched end of July Year Jan th EDII LB meeting Joint event with Creative Industries Alliance Launch of public consultation Potentially definition of a 2nd call for proposals 27. April th EDII LB meeting Working doc on final conclusions Discussion on the awareness raising strategy for the policy recommendations X June th EDII LB meeting & Design Summit Presentation of the final report on policy recommendations Launch of awareness rasing strategy Dissemination of policy conclusions and awareness raising throughout 2012 and /9 Dec. 3rd EDII LB meeting Discussion on first draft policy conclusions (consultation document) Year /7 October 2nd EDII LB meeting First discussion on policy recommendati ons 27 May 1st EDII Leadership Board meeting Open discussion on 1st activities to be launched end of July DEADLINE Call for Proposals on Design & Innovation under CIP programm 2011 budget 3 Mio 2 nd Call for Proposals on Design & Innovation 4Mio EC funded Projects under CIP program 2011 Arbeitsplan der EDII

TITLE: Joint actions for non-technological, user-centred innovation: The present call for proposals aims at improving the impact of innovation policies by speeding up the take up of design as a user-centered innovation tool in national, regional and EU innovation policies. Main issues to be addressed by the call for proposals are: to develop a joint vision, joint priorities and joint actions for non-technological, user- centred innovation with participating countries and stakeholders; to mainstream design into innovation and better integrate design and user-centred innovation approaches into innovation projects, policy, support across Europe; to raise the awareness of design and user-driven innovation and the use of design for economic, environmental and social purposes; to improve the circulation of experiences and good practices in the area of user-centred innovation and design in innovation policy. EDII CALL: 1st Action Plan of the European Design Innovation Initiative

EDII CALL The specific objectives of the call are, in particular: To allow mutual policy-learning and transnational cooperation by testing the transferability of best practices ("learning by doing"): between experienced actors (already implementing design innovation policy) towards actors willing to become active providers of design innovation support services. To mobilise national, regional and European support providers towards Design Innovation support. To tap on creativity and expertise of support providers and policy-makers to benchmark different approaches and methodologies towards design as a user-centred and market driven innovation tool. Results so far: * 3 times more Projects than expected - 4 times more money needed than budget plan * Projects: Networking, good practices and academic (evaluation on activities and dissemination) * New Call 2012 with more Budget

1. Measurement of design impact for better public and business investment 2. Education, Research and recognition of design 3. Branding European Design on Global market 4. Programms and Policies for Design Innovation Themen

1. Measurement of design impact for better public and business investment EVIDENCE / MEASUREMENT INSTRUMENTS ON ECONOMIC VALUE OF DESIGN PUBLIC PROCUREMENT DESIGN IN ACCOUNTING – intangible value of design offen: Access to Finance

EDUCATION AND SKILLS FOR DESIGN AND MANAGERS/ENTREPRENEURS – how should we increase the efficiency of design? ROLE OF EDUCATIONAL SYSTEM DESIGN RESEARCH, Linking all different design disciplines (history, research, design,…) IP, Intelectual Property PROTECTION OF DESIGN AND ENFORCEMENT offen: Crafts and Design offen: cultural heritage 2. Education, Research and recognition of design

BRINGING PRODUCTION BACK TO EUROPE CULTURE, IDENTITY, QUALITY OF LIFE – EU positioning in the global market 3. Branding European Design on Global market

EU POLICY PRIORITIES & CULTURAL TRENDS AND A CONTRIBUTION OF DESIGN IN THEM ROLE OF DESIGN IN DEVELOPMENT AND INNOVATION – potential for different sectors / economies and public services / public procurement ROLE OF DESIGN FOR JOBS AND GROWTH – with a particular focus on SMEs; different for creative and non-creative sectors; growth as value creation not value shifting; IMPACT OF DESIGN INNOVATION SUPPORT AWARENESS RAISING TO POLICY MAKERS AND STAKEHOLDERS - How? offen: European Plattforms for Co-Design offen: Living Labs 4. Programms and Policies for Design Innovation

Designleiter

Action Space for Living Labs User Involvement Enthusiasts Early Adopters (Visionaries) Mainstream Users Public & Private research funding Seed Money Venture Capital Industry Banks Pre-Commercial Gap* Chasm** * MacDonald and Associates, 2004 ** Geoffrey A Moore: Crossing the Chasm, 1999 Fundamental Research Applied Research Demonstration Piloting Service & Product Development Market Living Labs: User-driven open innovation involving all relevant players of the value network Business-Citizens-Government Partnerships Early Majority (Pragmatics) Action space for Living Labs along the technology adaption cycle

Contact Gerin Trautenberger +43 (0) creativ wirtschaft austria +43 (0)