News

Customer perspective can provide a common language

Is it possible to find a common language between business and design?
group_designclub_en.jpg

In today's global competitive environment, the competence of designers is needed more and more, but finding a common language between designers and business people is not always easy. Another aspect of today's business world is that business is done on consumers' terms. These topical themes were discussed at Design Club, one of the events of Helsinki Design Week, where experts spoke about how design can be used to boost business.

Museum Director Jukka Savolainen from Design Museum held a concise presentation on how times have changed since the beginning of industrial mass production. Businesses now understand the power consumers hold and a user-centred approach is more common. As an example of today's business philosophy, Savolainen mentioned taxi service Uber.

’The arrival of the internet has changed the world significantly, and the biggest change is yet to come. The importance of creative work has grown and will continue to grow’, says Dean Anna Valtonen from the School of Arts, Design and Architecture.

The need for new approaches will also grow in the future as natural resources grow scarce. According to designer Ilkka Suppanen, designers are good problem solvers because they are used to looking at matters from different perspectives.

Jaana Beidler, Professor of Colour and Material Design, highlighted that companies can use designers to successfully stand out from their competitors.

’Nike has created an innovative business culture where designers have been given more power than before. Both business and design competence are present at the corporate management level. This is called a ”both-brain” approach where results are analysed by a business professional and the future is sketched by a designer’, Beidler explains.

How big is the gap between design and business? According to Jukka Savolainen, more dialogue is definitely needed. Ilkka Suppanen believes that a common language already exists in creating value for customers.

’Instead of target profits, businesses should talk about their vision. Something that is easy to understand and motivates people. In the case of Nike, the vision was to make people enjoy sport, and this vision provided inspiration for employees’, Beidler says.

’Finding a common language is extremely important. It is also one of the main goals of Aalto University: we aim at creating dialogue between technology, business, and the arts’, Beidler sums up.

  • Published:
  • Updated:
Share
URL copied!

Related news

AVP Summit_01
Cooperation Published:

Aalto Entrepreneurship Education Week resulted in collaboration between different units in Aalto and export of education methods

The praised Entrepreneurship Education Week organized by Aalto Ventures Program was held at Aalto University Campus form 9th to 12th of December 2019. The event was attended by nearly 50 teachers or staff members from nine countries and 22 different higher education institutes.
Two female students chatting at the Aalto Summer Job Day on 16 January 2020. Photo: Kalle Kataila / Aalto University
Cooperation Published:

You do not need to speak Finnish to get a summer job

More than 70% of the employers that participated in the Aalto Summer Job Day are also happy to hire foreigners who do not speak Finnish.
Posti lobby
Cooperation Published:
Taiteiden ja suunnittelun korkeakoulun Metex-palkintoehdokkaat
Cooperation, Studies Published:

Nominees for the Metex Awards announced

The four Metex Prize nominees are graduates at the School of Arts, Design and Architecture. Technology Industries of Finland's Centennial Foundation awards the Metex Prize 23 January.