This is From Ideas to Life, brought to you by the Digitalist Group. We bring conversations with movers and shakers in the design and technology scene. From design sprints to IoT, from smart citizens to entrepreneurship — we bring ideas to life by co-creating with some of the most innovative companies in the world.
This time Esa Nettamo from Digitalist has invited Antti Kujala to join him in the Ideas to Life Podcast studio. Antti Kujala has an interesting role as the Director of Design at Amer Sports while at the same time Heading the Design at Suunto, one of the sub-brands of Amer Sports. In the podcast he talks about how it is to drive design and digital business in a group where you are working with many different independent brands. The challenge is to be able to drive the physical goods brands outside their comfort zone and find scalable digital assets that can drive them revenue.
One topic that Antti Kujala is especially stressing is that companies should better understand the value of including design in their top management. By having design as a part of the top management companies are able to incorporate design thinking in their strategy and overall ways of working.
Antti Kujala is also talking about experimenting and how important he sees that as a tool for design. However, he thinks that experimenting is still somewhat difficult for many companies but he encourages to give it a chance since today you need to change constantly and experimenting is a good tool to gain understanding in how you should change.
In this episode of the Ideas to Life podcast Esa Nettamo from Digitalist talks with Timo Tiainen, Director of Concepts and Design at Kone about the pros and cons of an in-house design team compared to using external design consultancy, as well as how to find the optimal mix of these two. Timo Tiainen also talks a bit about his background and explains how a product company like Kone utilize design in order to make their quite traditional products future proof.
Timo Tiainen has been building the Kone design team up from scratch and seen how the company has changed their way of working into a more design led approach. Today the company’s vision is to deliver the best people flow experience and they have been changing the focus from just delivering elevators and escalators, to creating solutions that are improving the way of interacting with technology and enabling people to move about. The interesting challenge is to design the products in way that will last through their entire lifecycle that usually is quite long.
How are young minds thinking design, today? How does design align to business strategy? Digitalist interviews Gert Hans Berghuis, lecturer at Design Strategy in Delft University, Netherlands, and CEO of supercool design studio Fabrique.