Seminar outline

Design Effectiveness – a better grasp of the added value of design

There is uncertainty amongst clients on what is gained by working with designers, in spite of various international studies that have proven that effective design contains an added value. Uncertainty on the economic meaning of ‘beautiful’ or the anxiety that ‘beautiful’ does not lead to ‘tangible results’ can lead to pressure on design rewards or to a lower demand in the market (especially in times of economic uncertainty). When designers themselves can also not indicate what the effectiveness of their service is and how this can be determined (or don’t believe themselves that the effectiveness of their work can be measured), it limits their opportunities for growth and success.

After the seminar participants should be able to answer their clients’ questions in the area of design effectiveness, or at least be a solid partner in conversation. They will be handed a number of insights, tools and methods to tackle this dialogue and consult clients. The end purpose is of course to strengthen the relationship (advice function) and better results for their projects (deliver increased added value).

The seminar will explore:

What is design effectiveness and why does it matter?
* What is the challenge and what opportunities does it offer to designers?
* What are the economic effects? Do only economic effects count?
* The difference between effectiveness and efficiency.

What is the current state of knowledge on design effectiveness?
* What references can be used?
* What perspectives can be distinguished?
* What deliverables count?

Goals for design
* How can goals for design be determined?
* What types of goals can we differentiate?
* What effects can be connected to these goals?

Measuring effectiveness
* Criteria and performance indicators; how does it work?
* What criteria and performance indicators can we differentiate?

Measuring in practice
* What practical methods and instruments are available?
* Costs and benefits.
* Do it yourself or commission others (internal or external)

The seminar is a mix of presentations, discussions and small group assignments.

The participants own experiences will be discussed elaborately. To give it the maximum hands-on attitude the participants are asked to bring one case study from their own practice, of which they would like to determine the effectiveness or of which the effectiveness has already been determined.