Design shaping success for Irish exporters

 Enterprise Ireland corporate portrait -  Stephen Hughes.
Picture Colm Mahady / Fennells - Copyright© Fennell Photography 2016

Stephen Hughes from Enterprise Ireland describes how design innovation can transform the prospects of Irish exporters.

Ireland has not always considered itself a design nation. Yet our understanding of what good design means has evolved as companies recognise its commercial potential across sectors. One milestone occurred when the Design & Crafts Council delivered Irish Design 2015 on the behalf of Enterprise Ireland and the Department of Business, Enterprise and Innovation. Since that year-long programme, the commercial impact of design in Ireland has continued to evolve. Businesses that may once have viewed design as inessential, now recognise its potential to shape business results.

For today’s exporters, an approach to design should embrace two main elements: technology and user experience. Technology describes how a product functions, and user experience how customers engage with the solution, or more importantly, how the solution engages its users. The importance of both has been clear to B2C companies for some time, with the iPhone a famous example of excellence in both. Awareness has spread to less obvious applications, like the production of agricultural machinery. Manufacturers in B2B industries now understand that design can make products look efficient, so that a user’s impression of quality is often shaped by design.

Enterprise Ireland has always supported design, mostly with a small ‘d’, as a crucial component of product development. Irish businesses are actively encouraged to approach Design with a capital ‘D’, by introducing it into strategy and planning at an earlier point. That focus allows design to have a greater impact than when it is treated as one aspect of product development.

Exporters, in particular, must treat design as strategic. Customers in different markets often have different responses to technology and user experience. It cannot be assumed that design will translate across markets. What good design looks like in Ireland is often different to what it looks like in France. Companies must, at the very least, consider how to adapt technology and user experience for each market targeted.

Enterprise Ireland supports more and more companies to give design the focus it deserves. The success of Marco Beverage Systems, a hot water delivery systems company, has been fueled by design-driven innovation. Paul Stack, Operations Director, explains that design transcends surface styling, saying, “The main considerations for our design team are energy efficiency, beverage excellence and design excellence, incorporating user experience and aesthetics.” With just under 100 employees globally, the company’s products can be seen in significant locations, including Starbucks, Bewley’s and Costa Coffee. Stack comments, “A reputation for good design and innovation increases your brand value and drives sales all by itself.”

For Mcor, a Louth-headquartered company that develops the world’s only line of paper-based 3D printers, RD&I enabled a software redesign and a complete architectural change of electronics. The resulting Arke is an integrated, full-colour printer, with a low price-point that opened up new markets. The benefits of design-driven innovation are clear in Mcor’s projection that 2018 will see a doubling of staff and five-fold increase in sales revenue.

Alpha Wireless, an antenna manufacturer headquartered in Portlaoise, worked closely with customers to design a product tailored to specific regulations. Fergal Lawlor, CEO, explains, “Enterprise Ireland’s Business Innovation Initiative funding allowed us to set up an advisory group of industry experts from across the globe. We worked with them to review the market, decide what technologies were needed and develop a new concept.” The company’s focus on learning the needs of its market, and the resulting design-driven technology, has paid dividends. Since applying for funding in 2015, Alpha Wireless sales in the UK are now in the millions and it has more than doubled its Irish workforce to 120 employees.

These examples show the potential of design to shape business results. All companies should review their use of design and scope the role it can play to deliver improved products and services and a better user experience. The scale of what can be achieved with these resources is global, with companies like Marco Beverage Systems winning prestigious international awards, such as Best New Product at Budapest World of Coffee 2017. With experts agreed that delivering an excellent user experience is central to the jobs and technology of the future, design will continue to shape success, increasing levels of export and growing employment at home.

 

This article was originally published in the Sunday Independent