Publiceret: 01.12.2016Af Felix Bekkersgaard Stark mail
A new survey of Danish businesses’ use of design commissioned by Epinion for Dansk Design Centre and the Confederation of Danish Industry shows that there is money to be made by incorporating design into business strategy.
The survey also shows that 90% of companies using design as part of their strategy believe that design has a positive effect on their bottom line. Of these, 52% see a very high level of impact on turnover.
“Unfortunately, only 13% of Danish businesses use design strategically. This means that a great potential exists for using design to increase the revenue of Danish businesses,” says Deputy Director Charlotte Rønhof from the Confederation of Danish Industry.
View key results from the survey in the Design Delivers folder (in Danish)
The survey also shows that in 55% of businesses, engineers and other employees with a technical background work on design. Only one in three uses employees who are trained designers.
“If this is the case, it is because it makes sense for businesses. The survey also shows that many businesses outsource particular design projects. But designers have the skills to make the connection between the humanities and the technical sciences, and it is in this intersection between the two where value is really created,” says Christian Bason, CEO of the Dansk Design Centre.
He believes that designers have an excellent ability to get more out of the skills found in other professional groups.
“When designers base their work on user requirements, they challenge engineers, for example, to reach beyond their own boundaries. This is a professional skill that cannot be learnt on a quick course. That is why it is a good idea to invest in a more diverse mix of staff skills,” says Christian Bason.
Among the businesses that have spotted this design philosophy potential is the Solar Group which has hitherto worked as a classic electricity, plumbing and ventilation technology wholesaler.
“We need to change in order to adapt to a new digital reality where being a product-oriented business is no longer enough. That is why we work with external design experts from Granyon and CPH ID who have used their design methods to provoke us into thinking in new ways. We are doing this as part of a process of gradually developing into a service business,” says Director of Group Business Development Camilla Fielsøe van Dijk from Solar.
She is especially pleased with the results they have achieved from using designers who do not have particularly extensive knowledge of the industry.
“We have previously benefited greatly from recruiting help from other external consultants. But by using designers we have achieved a more open process where the lack of knowledge of the industry has been an advantage. This has meant that we have gained range of tools that make us much better at qualifying new ideas,” says Camilla Fielsøe van Dijk.