Design Integration Programme
Supporting New Zealand's export businesses to create growthDesign Integration Programme
- Country
- New Zealand
- Funder
- New Zealand Trade & Enterprise
- Investment
- €2.1m per year
- Time
- 8 years (ongoing)
- Design support
- Better by Design
Background
In 2003 the New Zealand
government commissioned a task
force made up of designers,
academics and business leaders
to develop a strategy to boost
New Zealand’s economic growth.
The resulting report, ‘Success
by Design’, recommended that
better use of design by
exporters could result in a
considerable increase in
revenue. Inspired by the
findings New Zealand Trade and
Enterprise established the
Better by Design team in 2004 to
support the work of
export-focused businesses.
In 2006 Better by Design
introduced the Design
Integration Programme, a six
stage process to help companies
use design to become more
innovative, efficient and
internationally competitive.
How design helped
The programme helps
businesses use design to
create more desirable
products and services,
faster growth, a better
workplace culture and loyal
customers.
The coaching is delivered
inside companies and works
on the specific problems and
opportunities they face.
It’s a hands-on
collaborative approach to
learning that focuses on
addressing the firm’s
current challenges.
Design Integration coaches
are carefully chosen for
each company, these coaches
are generally private sector
practitioners with expertise
and experience in both
design and business. They
support the CEO and their
team, sharing knowledge and
skills, breaking down some
of the traditional divisions
within companies that block
innovation. As the
confidence and design
capability of the employees
increases, coaches will
support them in taking on
increasingly complex
challenges.
The initial phase of
coaching is 100% funded by
New Zealand Trade and
Enterprise – after which
costs are split 50:50 with
the company. The structure
of the support reflects the
fact that integrating design
within a business is a
journey, and the Design
Integration Programme
provides coaching that is
tailored to the needs of
each firm as it progresses
through the six stage
programme. This support is
delivered in a way that is
reflects the speed with
which the company wants to
progress, and exactly what
they want to get out of the
programme.
1. Enrolment
Better by Design look for
CEOs who see value in design
and want to know more about
how it could help their
business.
2. Design thinking
experience
A day-long ‘Design Thinking
Experience’ workshop
provides an intensive
introduction to the design
process that’s customised to
address the current
challenges of each company.
3. Discover, define, design
This is a three month
co-discovery process
including two workshops and
a series of practical
activities that help
companies look at the way
they work through a design
lens. The outcome of this is
a shared understanding
between the company and the
coach of key commercial
objectives.
4. Design activities
A series of activities help
cross-functional teams
within the company learn to
apply design to specific
challenges. Proven
techniques are used to tease
out and resolve real issues
faced by the business.
5. Evaluation
This is an opportunity to
share learning and assess
progress. Teams within the
company work together
testing out new forms of
collaboration as design
behaviours become embedded
at every level of the
organisation.
6. Completion
Companies may spend up to
two years being coached and
building design skills
before they graduate from
the programme. At this point
they will feel competent to
move forward as an
effective, design-led
organisation. Grad companies
become part of Better by
Design’s learning community
with continued access to
events and resources.
A lot of people think of design as product design, but it’s much broader than that. The Design Integration journey is a whole way of thinking. It’s about working together in different ways. It’s as much a philosophy as it is a practice.
The outcome
Better by Design set itself an ambitious target to have 50 companies generating an additional €300m in export revenue in it’s first five years. In 2010 figures showed its top 50 companies had seen a combined increase in export revenue of about €450m.
Like any
well-designed
service the
Design
Integration
Programme has
evolved over
time to reflect
the needs of the
people who use
it. The
programme is now
in its third
iteration which
has evolved from
a more
traditional
consulting model
and to one that
places a greater
emphasis on
coaching within
companies.
Around 150
businesses have
been through the
Design
Integration
Programme so
far, and around
80 are currently
engaged with it.
Participating
companies have
seen fantastic
results, at the
most recent
evaluation
participants
showed an
average annual
revenue growth
of 15%, and
average annual
export growth of
24%.
We were a New Zealand manufacturing company, we now position ourselves as a global company with and an international business brand
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