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DME Conference & Awards • Saint Etienne • 20-11-2014

Connecting the world of business, management and creativity

DMN (Design Management Network) The Netherlands

Pieter Aarts MDM Member of the board DMN Strategist and consultant ContentKings (Rotterdam) Member of the jury Dutch Design Awards (Best Client) Guest lecturer TUDelft, Nyerode, TU/e, KU Leuven (a.o.)

We are Dutch

The creative industry is the steam-engine of the 21st century HRH Willem Alexander

Design delivers relevance to our products and services Paul Polman, CEO Unilever

Dutch design? Not one simple definition…

Star designer Hella Jongerius

Chief Design Officer Adrian van Hooydonk

Artist Daan Roosegaarde

DMN, the facts Who we are and what we do

Short history / 1

Where we come from 1995 Initiative of a group of design specialists 1999 Formal establishment DMN foundation 2013 100+ participating design and management professionals

Short history / 2

DMN today Organizations Schiphol, Rabobank, Ahold, Heineken, Philips Design agencies EdenSpiekermann, TotalIdentity, VBAT, studio Dumbar Education & research TU Delft, TU/e, InHolland, HKU Utrecht, TNO

Target groups / 1

Organizations Which are interested in the strategic use of design. Design drives growth and creates demand, realizes a durable competitive advantage.

Target groups / 2

Design managers & agencies Focus on design as problem solver and as driver for innovation. Make intangibles tangible with methods and tools such as co-creation, workshops and storytelling.

Target groups / 3

Education & research Design as subject for research and as linking pin to other disciplines. Identify and interpret issues and translate them into accessible insights, knowledge and tools.

DMN, the Why Vision, Mission, Claim and Effect

DMN in short / 1

Vision Organizations have to cope with a fast, fundamentally changing context.

Creativity is necessary to be innovative and to develop products and services which are relevant for the user.

DMN in short / 2

Mission DMN connects professionals who are engaged in the use of design to help organizations realize sustainable growth.

DMN in short / 3

Claim DMN helps our participants to develop and share knowledge on design as a strategic organizational asset.

(e.g. to make identities tangible, generate new product and service propositions and design user centered experiences)

DMN in short / 4

Effect By managing creative processes effectively we contribute to designing and managing the businesses of the future.

Design works 4 cases

Case / 1 / Heineken International & different designers

Effect Design management creates a strong brand, design delivers added value in packaging, POS and retail.

‘Beer and especially lager is almost a commodity, but the experience of a premium global brand isn’t’

Case / 2 / Dutch Railways (NS) & EdenSpiekermann

Effect Design thinking creates a better UX and delivers value to the customer journey, and to the image and reputation of NS.

‘We aimed to truly understand the needs of the client and developed a smart, dynamic wayfinding solution’

Case / 3 / Yepp (GMG) and different designers

Effect Design management for a small company ensures a consistent portfolio of products, packaging, POS and online.

‘Products such as these are easy to copy but a strong and meaningful brand isn’t’

Case / 4 / TU Delft & different SMB Companies

Effect Using UX, design thinking and tools leads to better, more relevant and successful products and services for small companies.

‘Small steps and improvements are very relevant and directly adds value’

Design, the Why

Fit to a changing world

Adapt or die

Merci!

DMN (Design Management Network) The Netherlands

Let’s cooperate! Web: www.dmnetwerk.nl LinkedIn group Twitter: @dmnetwerk