World Design Capital 2014 - Speaker Presentation

1. DESIGN POLICY
IN PRACTICE
Gisele Raulik Murphy
Design Policy Conference - Make a Plan
WDC Cape Town 2014
17 October 2014

8. _ long-term capability development
_ meticulous planning
_ collective over individual stars
_ competitive intelligence
_ local public campaign

9. 1996
Atlanta
1
gold
medal
Posi-on
36
2012
London
29
gold
medals
Posi-on
3
2008
Beijing
29
gold
medals
Posi-on
4

10. “World Class Performance Programme”
_ Since 1997 (long-term investment)
_ £100m per year is invested in Britain's top athletes by UK Sport
_ both National Lottery and Government Exchequer funds

11. what is policy?
The process by which governments translate their
political vision into programmes and actions to
deliver outcomes –
desired changes in the real world.
(UK National School of Government)

12. what is designpolicy?
The process by which governments translate their political
vision into programmes and actions in order to develop
national design resources and encourage their
effective use in the country.
…desired changes in the real world.

13. Variety in design policies and programmes

14. Policy Implementation
Source:
RAULIK-­‐MURPHY,
2010.
A
Compara-ve
Analysis
of
Strategies
for
Design
Promo-on
in
Different
Na-onal
Contexts.

15. Strategy
POLICY
Differentiation
Government-led
Cannot be transferred
Implementation
PROGRAMMES
Strengthening
Government-led and/or
independent initiative
Transferable

16. In order to develop policy strategies,
we need to understand the context
and determine what to change.

17. Informed
decision

18. Where are you? Where do you want to go?
Where are the others?
How to get there?

19. URUGUAYStudy for the implementation of
a National Design Policy

20. Business diagnostics
Design system mapping
Design management staircase
National context
Benchmark
International models
International design scoreboard
Future scenarios
Good practices
Governance
Co-development
Monitoring
TOOLS
Where are you? Where do you want to go?
Where are the others?
How to get there?

21. Where are we?
setting the scene
Uruguay design for export

22. Onde você está?
Where do we want to go? Where are the others?
benchmark, scoreboard and international references
Diagnostics of the use of design by industry

23. MESA DE INSTITUTOS
DE FORMACIÓN
INSTITUTOS
PÚBLICOS
CONSEJO DE DISEÑO
GGC DE DISEÑO INSTITUTOS
PRIVADOS
EUCD Y LDCV FARQ/UDELAR
IENBA UDELAR
CETP / UTU
ORT, UDE, PETER HAMER,
PABLO GIMENEZ, STRASSER Y OTROS
FUENTE DE FONDOS EDUCACIÓN DE DISEÑO
PROMOCIÓN DEL DISEÑO
PROGRAMAS DE
APOYO A EMPRESAS
INVESTIGACIÓN Y DESARROLLO
ASOCIACIÓN DE PROFESIONALESPOLÍTICAS DE DISEÑO
SECTOR PÚBLICO
SECTOR PRIVADO
ESPACIOS DE ARTICULACIÓN
INSTITUCIONES RELACIONADAS
SECTOR ACADÉMICO
national design system

24. How do we get there?
co-development, good practices, recommendations

25. Case cards

27. BRAZILDiagnostics of Design in Brazil
Source:
Diagnós-co
do
Design
Brasileiro,
2014.
Download:
www.cbd.org.br/downloads

29. Reference:
MOULTRIE,
J,
LIVESEY,
F.
(2009)
Interna-onal
Design
Scoreboard.
University
of
Cambridge.
International Design Scoreboard

30. Use of design resources by the industry
Source:
Diagnós-co
do
Design
Brasileiro,
2014.
Download:
www.cbd.org.br/downloads

31. Valor Econômico, 17.June.2014
“Lack of design management restricts
Brazilian exports, according to study.”

32. NATIONAL DESIGN CAPABILITY
analysis based on a significant volume of
data and benchmarked against other countries
INDUSTRY
association collaboration in
return for sector specific design
Capability benchmarking and analysis
COMPANY
participation and data in
return for design diagnostics

34. _ planning for long term results
Back
to sports policy, what can
we learn from their good results?
“It typically takes
around 8 years to
reach their peak
once their talent
has been
identified.”
(UK Sport)

35. _ planning for long term results
_ multifaceted approach
Back
to sports policy, what can
we learn from their good results?
Besides the World Class
Performance Programme, which
invests directly in sports and
athletes, there is:
- Coaching Programme
- Scientific and medical support
- Ensuring athletes a full-time career
in sport
- Identification of future talent

36. _ planning for long term results
_ multifaceted approach
_ the whole team / the design system
Back
to sports policy, what can
we learn from their good results?
MESA DE INSTITUTOS
DE FORMACIÓN
INSTITUTOS
PÚBLICOS
CONSEJO DE DISEÑO
GGC DE DISEÑO INSTITUTOS
PRIVADOS
EUCD Y LDCV FARQ/UDELAR
IENBA UDELAR
CETP / UTU
ORT, UDE, PETER HAMER,
PABLO GIMENEZ, STRASSER Y OTROS
FUENTE DE FONDOS EDUCACIÓN DE DISEÑO
PROMOCIÓN DEL DISEÑO
PROGRAMAS DE
APOYO A EMPRESAS
INVESTIGACIÓN Y DESARROLLO
ASOCIACIÓN DE PROFESIONALESPOLÍTICAS DE DISEÑO
SECTOR PÚBLICO
SECTOR PRIVADO
ESPACIOS DE ARTICULACIÓN
INSTITUCIONES RELACIONADAS
SECTOR ACADÉMICO

37. _ planning for long term results
_ holistic vision
_ the whole team / the design system
_ competitive intelligence
Back
to sports policy, what can
we learn from their results?

38. Thank you
Enkosi
Dankie
gisele@ducontact.com
www.ducontact.com
www.ducount.com