DESIGN POLICY IN PRACTICE

Gisele Raulik Murphy

 Design Policy Conference - Make a Plan

WDC Cape Town 2014 17 October 2014

_ long-term capability development _ meticulous planning _ collective over individual stars _ competitive intelligence _ local public campaign

1996    Atlanta    1  gold  medal    Posi-on  36      

2012  London  29  gold  medals  Posi-on  3  

2008  Beijing    29  gold  medals  Posi-on  4  

“World Class Performance Programme”

_ Since 1997 (long-term investment)

_ £100m per year is invested in Britain's top athletes by UK Sport

_ both National Lottery and Government Exchequer funds

what is policy?

The process by which governments translate their political vision into programmes and actions to

deliver outcomes –

desired changes in the real world. (UK National School of Government)

what is design policy?

The process by which governments translate their political

vision into programmes and actions in order to develop national design resources and encourage their

effective use in the country.

…desired changes in the real world.

Variety in design policies and programmes

Policy Implementation

Source:  RAULIK-­‐MURPHY,  2010.  A  Compara-ve  Analysis  of  Strategies  for  Design  Promo-on  in  Different  Na-onal  Contexts.    

Strategy

POLICY

Differentiation

Government-led

Cannot be transferred

Implementation

PROGRAMMES

Strengthening

Government-led and/or independent initiative

Transferable

In order to develop policy strategies, we need to understand the context and determine what to change.

Informed decision

Where are you? Where do you want to go? Where are the others?

How to get there?

URUGUAY Study for the implementation of

a National Design Policy

Business diagnostics Design system mapping Design management staircase National context

Benchmark International models International design scoreboard Future scenarios

Good practices Governance Co-development Monitoring

TOOLS

Where are you? Where do you want to go? Where are the others?

How to get there?

Where are we? setting the scene

Uruguay design for export

Onde você está? Where do we want to go? Where are the others? benchmark, scoreboard and international references

Diagnostics of the use of design by industry

MESA DE INSTITUTOSDE FORMACIÓN

INSTITUTOSPÚBLICOS

CONSEJO DE DISEÑO

GGC DE DISEÑO INSTITUTOSPRIVADOS

EUCD Y LDCV FARQ/UDELARIENBA UDELAR

CETP / UTU

ORT, UDE, PETER HAMER,PABLO GIMENEZ, STRASSER Y OTROS

FUENTE DE FONDOS EDUCACIÓN DE DISEÑOPROMOCIÓN DEL DISEÑO

PROGRAMAS DEAPOYO A EMPRESAS

INVESTIGACIÓN Y DESARROLLO ASOCIACIÓN DE PROFESIONALESPOLÍTICAS DE DISEÑO

SECTOR PÚBLICO

SECTOR PRIVADO

ESPACIOS DE ARTICULACIÓN

INSTITUCIONES RELACIONADAS

SECTOR ACADÉMICO

national design system

How do we get there? co-development, good practices, recommendations

Case cards

BRAZIL Diagnostics of Design in Brazil

Source:  Diagnós-co  do  Design  Brasileiro,  2014.    Download:  www.cbd.org.br/downloads  

Reference:  MOULTRIE,  J,  LIVESEY,  F.  (2009)  Interna-onal  Design  Scoreboard.  University  of  Cambridge.  

International Design Scoreboard

Use of design resources by the industry

Source:  Diagnós-co  do  Design  Brasileiro,  2014.    Download:  www.cbd.org.br/downloads  

Valor Econômico, 17.June.2014

“Lack of design management restricts Brazilian exports, according to study.”

NATIONAL DESIGN CAPABILITY analysis based on a significant volume of

data and benchmarked against other countries

INDUSTRY association collaboration in

return for sector specific design Capability benchmarking and analysis

COMPANY participation and data in

return for design diagnostics

_ planning for long term results

Back  to sports policy, what can we learn from their good results?

“It typically takes around 8 years to

reach their peak once their talent

has been identified.”

(UK Sport)

_ planning for long term results

_ multifaceted approach

Back  to sports policy, what can we learn from their good results?

Besides the World Class Performance Programme, which invests directly in sports and athletes, there is: - Coaching Programme - Scientific and medical support - Ensuring athletes a full-time career in sport - Identification of future talent

_ planning for long term results

_ multifaceted approach

_ the whole team / the design system

Back  to sports policy, what can we learn from their good results?

MESA DE INSTITUTOSDE FORMACIÓN

INSTITUTOSPÚBLICOS

CONSEJO DE DISEÑO

GGC DE DISEÑO INSTITUTOSPRIVADOS

EUCD Y LDCV FARQ/UDELARIENBA UDELAR

CETP / UTU

ORT, UDE, PETER HAMER,PABLO GIMENEZ, STRASSER Y OTROS

FUENTE DE FONDOS EDUCACIÓN DE DISEÑOPROMOCIÓN DEL DISEÑO

PROGRAMAS DEAPOYO A EMPRESAS

INVESTIGACIÓN Y DESARROLLO ASOCIACIÓN DE PROFESIONALESPOLÍTICAS DE DISEÑO

SECTOR PÚBLICO

SECTOR PRIVADO

ESPACIOS DE ARTICULACIÓN

INSTITUCIONES RELACIONADAS

SECTOR ACADÉMICO

_ planning for long term results

_ holistic vision

_ the whole team / the design system

_ competitive intelligence

Back  to sports policy, what can we learn from their results?

Thank you Enkosi Dankie

gisele@ducontact.com www.ducontact.com www.ducount.com