Design Management’s Role in Helping Organizations Shift From Products, to Services and Experiences
Many organizations are currently in the middle of this transition and it has huge implications for the role of designers, the development of new design capabilities, the integration of design and business thinking, the role of enabling (digital) technologies, and the merging of UX, CX and service design into a holistic human centered innovation approach.
Perspectives given will be from the point of view of consulting, education and business.
Erik Roscam Abbing
Eric is a consultant, teacher and thought leader in brand driven innovation, customer
experience and service design. In his work he brings together the disciplines of branding, innovation and design. Having
studied Industrial Design Engineering at the Technological University of Delft and Design Management at
Inholland/Nijenrode, Erik has worked as a practicing product designer for 10 years before founding his consultancy Zilver
innovation in Rotterdam, the Netherlands. Erik and his team consult for a variety of international clients in the product and
service industries. He uses a set of proprietary methods and tools that are described in his book ‘Brand Driven Innovation’
(AVA Academia, 2010), as well as in several papers and publications he contributed to.
Zilver’s services include customer insight research, brand development, innovation strategy, and customer experience
Erik is also a part time teacher at the school of Industrial Design at the Technological University of Delft, the Netherlands
where he develops and teaches classes related to strategic design, design thinking and branding.
Next to that Erik is a guest teacher at the Hochschule Luzern, Education Director of the Master in Design Management
programme at Eurib Rotterdam and contributor to MBA programs in Mexico, Vietnam and Amsterdam.
Erik is the initiator and producer of the documentary ‘Design the new Business’, that explores how design thinking is
influencing 21st century businesses. He is also the founder of ‘7daysinmylife.com’ a platform for online user insight research.
Christian started his career in 1996 at Roche Consumer Health within the R&D center, where he created the Packaging Innovation department and its pilot packing unit.
Christian then joined Novartis Consumer Health in 2000 within the Manufacturing & Operations department. He quickly moved into different roles with increasing responsibilities going through project management for production transfers and interfacing role between Manufacturing, R&D, and Marketing, to accelerate introduction of innovations.
He was appointed Global Head of Packaging Innovation & Engineering in Jan 2005, and
successfully transferred the function to the Marketing department in 2006 where his main responsibilities lied in leveraging Packaging as a competitive advantage, optimizing trade-offs between innovation, cost and time to market.
Building on his R&D, Manufacturing and Marketing experiences, Christian decided to enlarge his scope by joining Nestlé in July 2008, to create a front-end Packaging Technology Scouting function for the group. After having structured the process of open innovation in this area, his role was reinforced with additional responsibilities in Environmental Sustainability covering the entire value chain of food products. In this context, he created and led a network of Sustainability champions across Nestlé’s R&D centers to develop the Sustainability agenda moving forward.
Christian took over a new role in September 2012 as Global Head of Industrial Design at Nestlé Headquarters within Corporate R&D. He is responsible for driving Industrial Design on a global basis, providing functional leadership to a network of 40 internal industrial designers, dispatched into 30 R&D centers around the world. Instigating a Design thinking culture within the organization, he is developing new approaches to deliver on innovation, from product design to service design, focusing on the consumer experience, linking with key internal (marketing, operations) and external stakeholders (agencies & suppliers). He is now involved in multiple strategic projects defining the future of the company.
Dr. Judith Gloppen
Judith Gloppen is a senior advisor in strategic design management and leadership at the Norwegian Centre for Design and Architecture (DOGA). DOGA promotes the understanding, knowledge and use of design and architecture from a commercial and social perspective. DOGA is funded by the Ministry of Trade, Industry and Fisheries.
The value of the strategic use of design Judith learned as head of the souvenir program for the Lillehammer Olympic Winter Games 1994 and later as a design manager for the Airport Express Train, which introduced a new way of service thinking in the transportation industry. She strongly believes in the potential of creating value and service innovations at the intersection of business thinking and design thinking.
She is a guest lecturer and external examiner in Strategic Design Management and Service Design at the Oslo School of Architecture and Design (AHO) and at the Norwegian School of Economics (NHH).
Judith holds a PhD in Service Design Leadership and Service Innovation from the Oslo School of Architecture and Design, and an MBA in Design Management from the University of Westminster, London. She has her business education from the Norwegian School of Management (BI).