Universities urged to recognise the role of design in innovation

Ergonomics at work: the Amibidexx hand interface, one of the innovative designs highlighted by British Design Innovation

For institutions with design faculties, such partnerships would provide higher-quality industry-standard training of their graduates through engagement with the best private sector product design and commercialisation consultancies.

For institutions with research departments but no design faculties, a partnership would give access to strategic design experts, who can add value through the development of customer-focused applications. BDI says through such partnerships, designers can turn university research findings, science, new technology and intellectual property into validated market applications, leading to the development of products, services and brands that consumers and businesses want to buy.

Misinterpreted

While higher education institutions and other bodies such as the Regional Development Agencies have made moves to stimulate innovation and bring design to industry through myriad public sector initiatives, BDI says these bodies have fundamentally misinterpreted the role of top-level professional designers.

Maxine Horn, BDI’s CEO, says, “You do not need to be physically ready – design brief in hand – to engage a strategic designers’ high-calibre design thinking expertise. Businesses, universities and others can buy knowledge, research and design and innovation strategy, leading to the development of a global industry-standard design brief at the end of the consultation period, where appropriate.”

“BDI’s strategic designers are engaged by the world’s largest global brand owners to progress their product, service, digital and brand development strategies. As design and innovation experts, they are contracted early in the innovation process as senior consultants in strategic advisory positions,” said Horn. “With their expertise and ability to translate complex information, they successfully apply new ideas and ways of thinking to products, processes, services and organisations, and deliver tangible outcomes.”

BDI represents product, service, 3D packaging, digital and brand designers in sectors including aeronautics, biotechnology, consumer electronics, food and drink, medical, nanotechnology, telecommunications and transport.