CLICKNL key elements for future fit design expertise
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Presentation held at Digitalist Design Forum in Helsinki on 16th November 2017, on CLICKNL's agenda for R&D in the Dutch creative industry.
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CLICKNL key elements for future fit design expertise
- 1. KEY ELEMENTS FOR FUTURE FIT DESIGN EXPERTISE BART AHSMANN – DIRECTOR CLICKNL 16 NOV 2017 - HELSINKI
- 2. SEAMLESS BRAND EXPERIENCE IN A WORLD DRIVEN BY SYSTEMIC SOLUTIONS COMPLEXITY IS THE CHALLENGE society products services delivery use
- 4. AGENDA A. Current Creative Industry Expertise B. Challenges C. Agenda for Future Fit Expertise
- 7. SCOPE CREATIVE INDUSTRY CREATIVE SERVICES CREATIVE CONTENT ARTS & CULTURE
- 10. SCOPE CREATIVE SERVICES CREATIVE CONTENT ARTS & CULTURE
- 15. EXPERTISE: USER CENTERED & SOLUTION DRIVEN FORWARD LOOKING & VISUALISING OUT OF THE BOX THINKING KNOWLEDGE BASED & TECHNOLOGY ADOPTION
- 16. CHALLENGES
- 17. WHAT’S CHANGING? Systemic issues – Systemic solutions Blurring boundaries – Diffuse organisations Individualisation - Permanent Beta
- 18. WHAT’S CHANGING? Systemic issues – Systemic solutions How to create impact on a systems level Blurring boundaries – Diffuse organisations How to organise value creation Individualisation - Permanent Beta How to address individual needs
- 19. AGENDA FOR THE FUTURE
- 20. knowledge base societal challenges application domains The Human Touch reaching, mesmerizing, nudging people Value Creation organising and innovating ways of working Design for Change developing on systems-level aimed at impact Healthcare Food Energy Mobility Cities Retail Media & Entertainment Heritage Circular Economy Healthy Behaviour Resilience in Society Energy & behaviour Quality of Life Trust & Security Personal Experiences Human Empowerment
- 21. The Human Touch reaching, mesmerizing, nudging people Value Creation organising and innovating ways of working Design for Change developing on systems-level aimed at impact Circular Economy Healthy Behaviour Resilience in Society Energy & behaviour Healthcare Food Energy Mobility Cities Retail Media & Entertainment Heritage Quality of Life Trust & Security Personal Experiences Human Empowerment knowledge innovative solutions
- 22. The Human Touch reaching, mesmerizing, nudging people Value Creation organising and innovating ways of working Design for Change developing on systems-level aimed at impact Circular Economy Healthy Behaviour Resilience in Society Energy & behaviour Healthcare Food Energy Mobility Cities Retail Media & Entertainment Heritage Quality of Life Trust & Security Personal Experiences Human Empowerment
- 28. BART AHSMANN – DIRECTOR CLICKNL AHSMANN@CLICKNL.NL WWW.CLICKNL.NL
Notas do Editor
- Thank you for inviting me My name is Bart Ahsmann I’m managing a triple helix organisation in the Dutch Creative Industry Working on the R&D agenda for this sector
- Today’s topic is on comprehensive brand experience – seamlessly from digital to physical – as the precondition for a company's success. My approach is that of a seamless brand experience in a world that's driven by systemic solutions makes the designer's task more and more complex. A system in this sense meaning not only the solutions (products and services) But also the parties involved in the delivery Of course the users But also the society in which it is embedded – with all its cultural and behavioural aspects
- Zooming in on Complexity of the development of systemic solutions: A changing process; continuous in time - cont beta A need for multi / trans disciplinary collaboration from design to god knows what - integration of tangible and non tangible solutions In a varying scale (from nano to cities & scapes) In a working area from concrete solutions till abstract strategy and policies In collaboration with multiple partners and changing composition throughout the process And that’s part of the system which is changing in composition as well…. So: what do designers need to be fit for their future? to work evidence based – but at the same time room for experimenting – Need for insights in human behaviour To be able to apply and adopt new technologies like VR / AR New partnerships - new businessmodels – and the need to take initiative.
- What is design? Won’t try and tackle the definition, But it changed enormously since I received my education Drawing boards replaced – not only the work has become digital Solutions (nearly) always have a digital side Impact on ways of working and knowledge base But – at the same time some elements are still the same – like the iterative way of working Dutch government appointed 9 industry sectors (2012) as very important and high potential. These are called topsectors. The Creative Industries are amongst these industries, next to traditional sectors like agriculture, logistics and water management. Joint effort of the private sector, creative companies, and the public sector, government and science. Public / private collaboration – to create economic & societal growth/impact/value Clicknl’s role is to take care of knowledge base – R&D programs Creative industry = design plus – but everything is design in its process
- A way of looking at creative industries in 3 categories. Width of the Dutch sector will show inn following slides
- Media Monks Digital – VR/AR specialists, communication
- Guerilla games
- Media: Talpa leading in non scripted formats – sold internationally in 60 countries
- Pauline van Dongen – fashion, wearables
- oma
- Van Berlo design
- ID&T: festivals
- So what do they do? These creative professionals? What binds them? What makes them different from straightforward engineers?
- What’s happening in the working field of CPs? What are the drivers for change in their field, for innovation in their own work? These are topics that we sought to address in a sectorwide R&D program. Later more
- We developed in the past year an agenda for the CI, on which we will build ppp’s
- Parties/stakeholders: CI (including knowledge institutes)– gov – industry Knowledge base of CI To approach and contribute to solving societal challenges Leading to innovation in specific industry and application domains 3 roadmaps 8 societal challenges 8 application domains
- Building programs in this structure leads to 2 things – preferably in parallel: Innovation – new solutions – from left to right Stronger knowledge base for the CI – new knowledge – from right to left
- And let’s be honest – there are still multiple issues to tackle… One of which would be great for a worldwide program: sustainable mobility.
- Example: public transport
- New approaches
- Multi platforms & solutions
- Not always leading to the best slutions designed without considering the systems level and how people respond to that.