hello.Guest Lecture / Middlesex Uni / April2016

MsKellyDawson

Kelly Dawson.

Design Project Leader at Unilever10 years as a Design DoerGraduated a long time ago (13 years ago)Product Design & Digital Modelling at LJMULive in Manchester“Design where it’s most needed”

I’m going to talk about...

My journey to dateCurrent challenges ( Unilever )AdviceWhat’s next - my view on how the design sector & profession is changing

Over the past 13 years I’ve worked both with and for some outstanding companies, who presented some fantastic challenges.

Over the past 13 years I’ve worked both with and for some outstanding companies, who presented some fantastic challenges.

2003-04 Design Researcher

2004-06Junior Product

Designer

2006-08Designer /

Business Owner

2008-11Packaging Designer

2011-13Senior Designer

2013-presentSenior DesignProject Leader

It’s been an amazing journey,which has evolved greatly over the years

(& so has the design profession)

by day

Image Credit | http://www.fastcocreate.com/3051498/behind-the-brand/why-unilever-is-betting-big-on-sustainability

by night & weekends

Local Skill Share

current challenges

UNILEVER SUSTAINABLE LIVING PLAN

Image Credit | Farewell To The Forest - A film by Unilever, Youtube

“The USLP is a strategic response to major global trends, or ‘mega-forces’ Unilever identified.

Growth in emerging markets, environmental stress, increasing population, the digital revolution and changing demographics, all figure in the thinking.”

Keith Weed, CMOWhy Unilever Is Betting Big On Sustainabilityfastcocreate.com, Louise Jack 10.02.15

Image Credit | TED Institute, Keith Weed, Sustainability - the logic and power of transformative collaboration

IMPROVING HEALTH & WELLBEING

Image Credit | unilever.com

REDUCING ENVIRONMENTAL IMPACT

Image Credit | Institution of Chemical Engineers, Plastic waste and oceans of opportunity (Day 151) /

Image Credit | We All Design

advice

Image Credit | Double Diamond Model originates from Design Council

Problem De�inition

Discover Define Develop Deliver

#1 PLAN YOUR APPROACH

#2 DESIGN FOR REAL PROBLEMS

Image Credit | MacTrast, ‘Noodle Bowl With iPhone Dock Provides All The Mealtime Entertainment You’ll Ever Need’, Henry Taylor-Gill 23/01/13

#3 READ LOTS ABOUT DESIGN & INNOVATION

#4 ALWAYS SHARE THE STORY, NOT JUST THE SOLUTION

#5 DON’T BE AFRAID TO EXPLORE WHERE YOUR SKILLS ARE

Image Credit | www.press.bmwgroup.com - Perfect surfaces on the clay model of the BMW 6 Series Gran Coupe: Ulrike Müller, Form Finding (12/2011)

#6 DON’T GET TOO ATTACHED TO AN IDEA

Image Credit | User-centred design in alpha and beta, GOV.UK

what’s next

“Design has matured from a largely stylistic endeavor to a field tasked with solving thorny technological and social problems, an evolution that will accelerate as companies enlist designers for increasingly complex opportunities.”

FastCoDesign | The Most Important Design Jobs Of The Future, Jan 4th 2016, Suzanne Labarre

Image Credit | Design Week, Richard Seymour and Dick Powell on 30 years together, Dec 1, 2014

Danish Design Council | The Design Ladder

CORPORATIONS

MED - LARGECOMPANIES

GOVERNMENT( CENTRAL & LOCAL )

STARTUPS

CHARITIES

People are recognising the value of design (beyond styling)

CORPORATIONS

MED - LARGECOMPANIES

GOVERNMENT

STARTUPS

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

* Design Agency - catch all for all agency types for illustration purposes

CHARITIES

( CENTRAL & LOCAL )

CORPORATIONS

MED - LARGECOMPANIES

GOVERNMENT

STARTUPS

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

DESIGNAGENCY

CHARITIES

( CENTRAL & LOCAL )

"Design firm acquisitions continue: 42 design firms have been acquired since 2004 ~50% of which have been in the last year alone."

Source: DMI & @kpcb #DesigninTech Report 2016 @johnmaeda @mbuzzard

Image Credit | www.samsung.com, Active Dual Wash - 11 Kg top loading washing machine

“In 1996, Lee Kun-Hee, the chairman of Samsung Group, grew frustrated by the company’s lack of innovationand concluded that in order to become a top brand, Samsung needed expertise in design”

Lee Kun-Hee, Chairman Samsung GroupHow Samsung Became a Design Powerhouse, Harvard Business Review, Sept 2015

“Corporate executives often don’t understand that there are different kinds of design: There is brand design. There is industrial design. There is interior design. There is UX and experience design. And there is innovation in strategy.”Mauro Porcini, Chief Design Officer, PepsiCo

Image Credit | Dynamic Duos: PepsiCo's Indra Nooyi And Mauro Porcini On Design-Led Innovation, FastCoDesign, Photo by Andy Ryan, Article by Linda Tischler 09.23.13

“To solve the challenges of our times creatively, we need to democratise design”Andrea Siodmok, Policy LabHow Design is Shaping Thinking at the Heart of Government, RSA

Image Credit | Open Policy Making Blog, “Open policy making in action: Empowering divorcing couples and separating families to create sustainable solutions”

“Our role is not just to solve the problems of today, but solve the problems coming over the horizon.”Tim Brown, CEO, IDEO

Image Credit | http://www.longevityreporter.org/blog/2015/11/23/are-older-people-really-happier-than-the-young

“Melinda Gates famously picked human-centered design as the single biggest driver of social change in the last few decades.”

PEOPLEneeds of requirements for

success

possibilities of

BUSINESS

TECHNOLOGY

The Rapidly Disappearing Business of Design, Robert Fabrican, 12.29.14, http://www.wired.com/2014/12/disappearing-business-of-design/

thanks.

MsKellyDawson