Frans Joziasse
Co-founder and director,PARK
Trained as an industrial designer (MSc) and in business management (MBA) he evolved his career from design doing to design leadership. Since 40 years self-employed and successfully helped companies around the world to establish design as core competence. Founder of PARK in 1998, now the global consultancy and educational institute for design leadership future.
Talk
Value of design at design leaders (LEGO, Airbus and Haleon)
Proofing the Value of Design for business, people and planet is more important than ever now design. The reasons for that are multiple:
- Economic and Organizational Pressure
- Maturity and Accountability of Design
- Complexity and Scale
- AI and the Commoditization of Creativity
- Societal Expectations and Purpose
- Strategic Advantage of Design
The case studies will demonstrate how different companies and their design leaders have established frameworks to proof the value of design and maintain
design as a core competence of their organisation.
Workshops
Value of design (7h)
- February 17, 2026 at 10:00
- Estonian Design Centre, Telliskivi Creative City, Telliskivi 60a/7, 2nd floor, Tallinn, on top of the restaurant "Kivi Paber Käärid"
Proofing the Value of Design for business, people and planet is more important than ever.
The reasons for that are multiple:
- Economic and Organizational Pressure
- Maturity and Accountability of Design
- Complexity and Scale
- AI and the Commoditization of Creativity
- Societal Expectations and Purpose
- Strategic Advantage of Design
In the morning, the workshop will bring rigor and theory into the discussion of design value, showcasing examples from international organizations and design leaders who have successfully earned a seat at the table in financial discussions and decision-making.
In the afternoon, participants will be introduced to the Design Value Canvas, which they will use to work on their individual case studies — justifying design investments in resources, budgets, and other aspects. The workshop will conclude with the creation of a personal action plan to further develop design as a driver of different types of value.
- Duration: Full day (7 hours with breaks)
- Maximum participants: 10–15
- Workshop format: Flexible table setup throughout the day
- Presentation slides shared: Yes
- Attendance format: On-site
- Category: Case study, new technique, and trend for advanced practitioners
- Intended for: Senior designers, design managers, and design leaders
340€
421.6€ with VAT
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