EXPERIMENTATION
by design
Enabling transformation
of business and society
As the pace of technological
and global change continues
to increase, business and
government organisations are
challenged to become more
nimble and experimental both
strategically, organisationally
and operationally. Businesses
are entering new emergent
forms of value-creation such as
digital platforms, sharing and
circular business models, while
governments embrace impact
investment, shared value and
co-production. However, under
conditions of complexity, such
new models cannot merely
be ”implemented” in existing
organisations. Rather, they
mush be discovered through
processes of experimentation.
So what does that take?
The Danish Design Centre and
the Danish Business Authority
invites decision makers across
leading private and public
organisations to explore how to
design, run and gain value from
systematic experiments.
For business leaders, we will
explore the rise of X Labs –
dedicated environments for
co-creating innovative products,
services and business models.
For policy makers at local,
regional, national and
international level we will
explore how to make innovation
and business policy more
coherent, business-centred and
experimental.
Together we will broaden our
view on new forms of value-
creation and experimentation
as we head towards the third
decade of the twenty-first
century.
Experimentation by Design
is organised as a highly
interactive symposium where
you will learn as much from the
other participants as from the
formal speakers and workshop
leaders. The event will include
keynotes by leading figures in
business and policy innovation,
and separate tracks focusing
on themes such as design
as experimental strategy,
foresight, organisation and
X labs, value and impact
measurement. Participants will
be challenged to suggest how
they would design the ultimate
experimental organisation –
from vantage points of business,
policymaking and research.
December 7 2017
9.30 to 18.00

PROGRAMME WELCOME
Registration, coffee and networking
SESSION 1: THE CALL FOR
TRANSFORMATION
Framing the conversation
In which we start our search for more
experimental, agile and design-led
approaches to enabling transforma-
tion in business and society.
Torsten Andersen, Deputy Direc-
tor General, Danish Business
Authority (DK)
Christian Bason, CEO, Danish
Design Centre
Process: Participants develop their
top 3 Transformation Questions
Triggers of transformation
Where we examine which emerging
trends call for radically different
conceptions of change in business
and government organisations,
and how leading organisations are
responding.
Noah Raford, Chief Operating
Officer Futurist in Chief, Dubai
Future Foundation (UAE)
Anne Marie Engtoft Larsen,
Knowledge Lead, 4th Industrial
Revolution, WEF (CH)
Moderator: Christian Bason
Process: Panel and participant con-
versation
BREAK AND REFRESHMENTS
SESSION II: DESIGNING FOR EXPERI-
MENTATION
Where we explore how design-led
approaches to experimentation in
business and policy can be a key
enabler of transformation.
Jesper Grønbæk, Vice President,
Head of Growth, TDC (DK)
Lucy Kimbell, Director, Innova-
tion Insights Hub and Professor
of Contemporary Design Practic-
es, University of the Arts London
(UK)
Moderator: Christian Bason
Process: Panel and participant con-
versation
LUNCH
SESSION III: DEVELOPING WAYS OF
EXPERIMENTING
In which we breakout into three
conversations weaving business and
policy challenges together as we
explore approaches, tools and chal-
lenges in driving experimentation.
A: Designing for digital open exper-
imentation
Simon Haldrup, Global Head of
Business Development, Wealth
Management, Danske Bank (DK)
Rainer Kattel, Deputy Director
at the Institute for Innovation
and Public Purpose, University
College London (UK)
In conversation with: Christian Villum,
Programme Director, Danish Design
Centre
B: Designing for transformation
at scale
Torben Klitgaard, Hub Director,
BLOXHUB (DK) TBC
Gorka Espiau, Senior Fellow,
Aguirre Centre for Social and
Political Studies, Visiting Profes-
sor of Practice, McGill University
(ESP)
In conversation with: Runa Sabroe,
Programme Director, Danish Design
Centre
C: Designing future innovation
systems
Stephanie Wade, Lead for
Innovation Team Programme,
Bloomberg Philanthropies (US
TBC
Hanne Harmsen, Head of Divi-
sion, Innovation Fund Denmark
(DK) TBC
In conversation with: Sune Knudsen,
COO, Danish Design Centre
Process for all breakouts: Dual talks
and conversation. Development of 1
big opportunity and 1 major chal-
lenge for each. Someone NOT in
panel to give a lightning presenta-
tion of what was developed.
BREAK AND REFRESHMENTS
SESSION IV: TAKING AWAY LEARN-
INGS ON EXPERIMENTATION FOR
SYSTEMIC CHANGE
Where we engage all participants to
reflect on which NEW questions they
have developed; and which opportu-
nities and challenges they see.
Interactive plenary conversation
interlaced with lightning contribu-
tions.
Tommy Andersen, Managing
Partner, ByFounders TBC
Moderator: Christian Bason
Process: 3 big opportunities and 3
major challenges from breakouts are
mapped and discussed.
NETWORKING AND DRINKS
END SYMPOSIUM
09.30
10.00
10.30
11.30
12.00
13.00
14.00
15.15
15.45
17.00
18.00
Time
Location
Host
December 7, 2017, 09:30-18:00
Danish Design Centre,
Frederiksholms kanal 30,
1220 Copenhagen
Danish Business Authority
Danish Design Centre