Design talks Businessin

Design Talks Business is a space where change architects and change producers meet - namely, the entrepreneurs, strategists, managers and designers who boldly create beyond the limitations of today's solutions. The deepening role of design in business and the potential inherent in the dynamically changing human of the Anthropocene era is one of many touchpoints for business and design. This is why on the 13th and 14th of July 2018, in the Pomeranian Science and Technology Park in Gdynia, 300 participants from across industries will meet. They will talk about the strategic role in business and how delivering client-centric value creates business potential.z

Based on the Error, this year's topic of the Gdynia Design Days festival, over 20 speakers and facilitators from different parts of the world were invited to share their inspiration, fails, cases and methods. Planned forms of interaction between the participants include inspirational sessions, case studies as well as practical workshops and networking. Most of all, Design Talks Business is a meeting place and a multidisciplinary event where participants have the opportunity to leave familiar frameworks in search of inspiration, cooperation, contacts and how-to advices.

10:00-10:30 Registration

10:30-12:00 Inspirational presentations

                     presentation | Design is not about products or services but actually value. How to deliver value in business without making new products? | Fernanda Torre (SE/PT)
                     presentation | Poland. I design in Poland. Introducing customer-centric approach in Polish environment | Wojciech Ławniczak (PL) Very Human Services
                     presentation | Design-led Strategy Thinking for Growth - Approaches, Conversations and Diagrams for Change | Michael Thomson (UK) Design Connect

12:00-12:30 Networking & Thematic tables

Thematic tables are two networking breaks, during which invited experts will lead the discussion in their area of ​​expertise.Specially prepared and selected topics will allow extending the interaction between participants and specialists outside the.Thanks to this experience, each participant will be able to explore a given topic, exchange thoughts and experiences, hear the perspective of others and collide it with their own and talk to experts.Additionally, during networking breaks, participants will have the opportunity to talk and discuss with the main speakers from the conference room.

                     thematic table 01 | Food for thought: sustainable table | Izabela Bernau-Ławniczak (PL)Very Human Services
                     thematic table 02 | Design is such an ugly word ... How to talk about design in business? | Edyta Paul (PL) Concordia Design
                     thematic table 03 | Designed Team - how to build an effective team | Piotr Grocholiński and Beata Michalska-Dominiak (PL)Klientocentryczni
                     thematic table 04 | Context 3.0 | Katarzyna Andrzejczyk-Briks (PL) Concordia Design

12:30-13:45 Case studies

                     lecture | The hardest thing is to come up with a hammer! Searching for the simplest solutions to complex problems | Wojciech Kłapcia (PL) PAJAK
                     lecture| Software-defined physical world | Olga Dąbrowska (PL) Estimote
                     lecture | Well, let’s do it! Creativity Thinking in business | Sylwia Hull-Wosiek (PL)Concordia Design, Katarzyna Kozłowska-Błoch (PL)Volkswagen
                     lecture | Let’s restart | Heike Nehl (DE) Moniteurs 

13:45-14:30 Networking & Thematic tables

                     thematic table 01 | Food for thought: sustainable table | Izabela Bernau-Ławniczak (PL)Very Human Services 
                     thematic table 02 | Design is such an ugly word ... How to talk about design in business? | Edyta Paul (PL) Concordia Design 
                     thematic table 03 | Designed Team - how to build an effective team | Piotr Grocholiński and Beata Michalska-Dominiak (PL)Klientocentryczni
                     thematic table 04 | Context 3.0 | Katarzyna Andrzejczyk-Briks (PL) Concordia Design

​coordinators: Henryk Stawicki, Maciej Otrębski i Justyna Turek

                     presentation | Design is not about products or services but actually value. How to deliver value in business without making new products? | Fernanda Torre (SE/PT)

All the low hanging fruit in terms of technology-innovation has been harvested and we face serious challenges in the innovation world due to a longstanding drop in R&D productivity. To maintain the same levels of innovation we have been used to in the last decades, companies today have had to increase their R&D budgets exponentially. These escalating costs need to be addressed: how can companies continue to deliver added value to their customers without increasing the features list? The solution lies in the design of experiences. Investment in Experience Design will lead to the generation of untapped value and allow for a premiumization of the offerings. Furthermore, Experience Design unlocks en empathic relation with the customer, which has been proven to have a long-lasting impact. All this value can be generated without the need to waste more resources in new tangible products, focusing on the real value of the offering and avoiding a traditional feature-creep.

3 key topics of the talk:

• technology Innovation;
• experience Design;
• strategy ;

Where technology might fail, experiences will not: this presentation will explore the value of designing intangibles for value creation.

                     presentation | Poland. I design in Poland. Introducing customer-centric approach in Polish environment | Wojciech Ławniczak (PL) Very Human Services

Providing selected groups of employees from companies, institutions or organization with human-centered design skills may seem simple. As simple as teaming-up with clients, engaging them into design thinking processes and running projects together. Equally simple to launching the Design Thinking in the given organization. However, we might enter a minefield instead, full of Polish context-bombs. Design Thinking is nonsense, we’re being told frequently. It doesn’t work. Error!

Utilizing human-centered design calls for high focus and deeper understanding of the given framework, particularly in Poland. Wojtek Ławniczak will share his thoughts on various aspects of developing project-oriented culture in diverse organization he has been working with. He’ll distinctly focus on three aspects of implementation processes, especially failure-sensitive.

3 key topics of the talk:

• why do you need that? Strategic approach 101;
• your people are humans – the social capital;
• wrecking the silos from the inside – the change by design;

If design and implementation of human-centered approach is meant to be successful, it’s necessary to take the context, the circumstances into consideration and understand them. Ignoring small, potentially irrelevant things can lead to disaster.

                     presentation | Design-led Strategy Thinking for Growth - Approaches, Conversations and Diagrams for Change | Michael Thomson (UK) Design Connect

Due to the ever-increasing levels of complexity that exist in the creation and delivery of excellent customer experiences, whether through products, services or environments, it is becoming increasingly difficult for businesses and organisations to achieve sustainable, on-going success – and increasingly easy to fail.

In common perception, the innovation activity is focused tightly on the product or service innovation itself and yet, for this process to succeed repeatedly, it is also necessary to invest equally creative and focused innovation and design effort on the internal culture in which the innovation activity is taking place.

3 key topics of the talk:

• strategic thinking;
• holistic innovation;
• organisational culture innovation;

This presentation will speak of ‘design-led strategy thinking’ as a means of engaging a holistic, integrated approach to product, service and cultural innovation driven by a customer-centric view that aligns internal vision and resources to achieve sometimes uncharted, game-changing outcomes.Listeners will benefit from the opportunity to reflect on their own design and innovation processes and to view five deceptively simple diagrams as tools to support their strategic intent.

A simple act of eating got plenty of roles that it is demanding to grab a hold in all that mess. Onone hand we are what we eat it defines our personality, culture and awareness. On the other we oversee food as a medicine for our weary souls, or sometimes as a substitute to sex. Food allows to differentiate one from another. The poor from the rich, young from and old, highly-educated and not, kosher and halal. Aren’t we lost here? Can we really choose what lands on our plate? Come, join my table.

Key topics of the thematic table:

• pride consumes us - the magic behind superfoods;
• far from ecologic;
• what’s worse: junk food or eating in junk?

                     thematic table 02 | Design is such an ugly word ... How to talk about design in business? | Edyta Paul (PL) Concordia Design

A designer meets an entrepreneur. It may look like a clash of completely different worlds. Those who understand design perfectly, might not be perfectly understood by others. Numerous fantastic projects will never leave the drawer, due to the lack of understanding between business and design. Numerous projects will be ditched just because the authors will not be able to “sell” their ideas to menagers. Preceding the “aha” moment when business meets design – the designers and entrepreneurs struggle to communicate in a language understandable for both. What are the main mistakes when talking about design with business? How are we burying our great ideas just by not being able to present them well? Why communication that is understandable, effective (and sometimes impressive) is an essential aspect of Creative Thinking? Edyta Paul will take the challenge to find answers to these questions during her talk.

                     thematic table 03 | Designed Team - how to build an effective team | Piotr Grocholiński and Beata Michalska-Dominiak (PL)Klientocentryczni

Most of the products and services are designed by someone and for someone. In the companies, we’re transcribing it to team processes, using the potential of 3 basic competences Design Thinking

• being able to use project approach, conceptual and strategic thinking for synthesis and visualization of the future;
• being able to utilize process facilitation techniques and tools in order to expand the perspective
• stimulate common experience and designing.

The following processes require management skills and effective teamwork, also being able to work out of the comfort zone. All of that simply to utilize various experiences, perspectives and distinct reflections.

                     thematic table 04 | Context 3.0 | Katarzyna Andrzejczyk-Briks (PL) Concordia Design

The pace and the changes we experience on a daily basis around us, cause stress, lead to desorientation and makes us anxious. We don’t understand the reality we’re living in. It’s the moment when error appears on the screen. The error holds an information that something does not work properly. In advance of designing new products, services, events or experiences, we should embrace the sense and the dynamics of change. Research on the context is one of the Creativity Thinking steps,a method created by Concordia Design. The context of reality affects design and business. We will create a map of everchanging human needs and behaviours, we’ll discover links between seemingly independent social, economic, technological or cultural matters and reflect on the possible ways to use them. Context map, trends and design, needs, an action strategy. See, understand, make use of the potential in change.

                     lecture | The hardest thing is to come up with a hammer! Searching for the simplest solutions to complex problems | Wojciech Kłapcia (PL) PAJAK

Wojciech Kłapcia will tackle the aspects of being a designer and technologist in a niche industry, where being out of the comfort zone is frequently equal to a state of permanent danger. The sphere where following traced paths results in stagnation, where guidebooks are of no use.The Error drives the design and technological revolution here. The search for errors becomes a challenge greater than the initial project.

Innovation has a real value here, having nothing to do with overexploited buzzword, so cliche in some sectors. Inquisitiveness and passion become necessary to find ever-increasing issues rooted in physics every project has to deal with. Wojciech will talk about the stress and satisfaction related with “field tests” of the manufactured products. From the North Pole, to Himalayan peaks - the error makes exhibition either a success or a flop.

Key topics of the talk:

• Aerosize - chasing the functional simplicity
• Andrzej Bargiel - design beyond the safety line
• how to accidentally design a rewarded product? XC3 backpack case

During the lecture we will learn the secrets ofproject process of the company's which create functionality beyond the safety line. How to design objectswhich can decide on the life and death of their users?

                     lecture| Software-defined physical world |Estimote(PL)

Business driven by innovation lives in the paradigm of failure -  the eponymous error here. Based on design and technology, it co-creates products that often precede the conscious and defined needs of users. These products require a strategy where risk-taking and failure are consiously embraced. They are programmed to fall quickly and build up even faster, all in the rhythm of a carefully planned process. Iteration is one of the keys to the success of most innovative companies. Startups, which thanks to yet elastic, non-rigid structure can afford dynamic changes and redefine their strategy ad hoc. Design as a definition of creativity fuels the changes and gives  opportunities for growth and dynamic programming of reality.

                     lecture | Well, let’s do it! Creativity Thinking in business | Sylwia Hull-Wosiek (PL)Concordia Design, Katarzyna Kozłowska-Błoch (PL)Volkswagen

Creativity Thinking is a new design method, focusing not only on the needs of final recipients but also on the motivation and involvement of the project team itself. The result of this process is therefore not only a concrete, ready to implement idea but above all, a team that is creatively participating in the process and stays ready to take responsibility for change and its maintenance. The essence of the process is experiencing – insight into one's own skills, fulfilling a team role, co-designing, along with the experience of an elaborated and introduced change. The concept is based on creative jumps, as well as the analysis of the possibilities of implementing the idea. During the lecture, we will present the assumptions and individual stages of the Creativity Thinking method. Together with Volkswagen, we will go through the real effects of its use in business in our presentation.

3 key topics of the talk:

• experiencing;
• designing changes;
• creativity in business;

Participation in the lecture will allow you to change your thinking about designing and creativity and drag your focusing to people working out their solutions, experiencing their process and self-consolidation of the proposed changes. Patricipating in the workshop will fill up your knowlagde to this theme.

For the first time in the age of Internet, the epicenter of global market disruption has shifted. Up until very recently, conventional wisdom has been that big, mature companies were at risk of being disrupted by startups and new digital challengers. Now, we are about to enter a new era – one defined by incumbent disruptors. We see companies with a long past have built-in competitive advantages not easily replicated or leapfrogged by newcomers. At Aperto / IBM iX in Berlin we are working in self-organized agile teams with a new leadership model. Confidence and an open feedback culture play a very important role in our daily work. This tends to impact all kinds of our collaboration. And so the mindset, the practices and the role of the design itself. It’s not just skills, it’s about culture.

*all lectures translated simultaneously
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