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DESIGN AND THE

PUBLIC GOOD:
CREATIVITY
VS
THE PROCUREMENT
PROCESS?
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‘DESIGN IS NEITHER AN
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INTELLECTUAL NOR
MATERIAL AFFAIR –
BUT SIMPLY AN
INTEGRAL PART OF
THE STUFF OF LIFE,
NECESSARY FOR
EVERYONE IN A
CIVILISED SOCIETY’
– WALTER GROPIUS
4 Design and the public good: creativity vs the procurement process?
Design and the public good: creativity vs the procurement process? 5
Contents

CONTENTS
Foreword 6
List of abbreviations 8
Introduction 9
The context 10
Summary of recommendations 14
Knowledge 16
Create the evidence base 16
Design leadership 19
Common knowledge 22
‘Design is the new management consultancy’ 24
Skills 27
The effective management of creative expertise 27
Tailored training 29
The role of the Central Office of Information 32
Process 36
A single, simplified, below-threshold tender approach 36
The internal process 38
Clearer messaging 41
Conclusion 43
Appendix 45
Bibliography 48
6 Design and the public good: creativity vs the procurement process?
Foreword

FOREWORD
I was pleased to see
this report - and even
more pleased to read its
recommendations.
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Foreword

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List of abbreviations

LIST OF ABBREVIATIONS
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Design and the public good: creativity vs the procurement process? 9
Introduction

INTRODUCTION
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1 Department for Business, Innovation and Skills, ‘Government and the Market’, Going for Growth: Our Future Prosperity,
p48
2 OGC, Policy Through Procurement Action Plan
http://www.ogc.gov.uk/documents/PtP_Action_Plan.pdf
10 Design and the public good: creativity vs the procurement process?
The context

THE CONTEXT
The Cox Review
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3 Cox, G., ‘Executive Summary’, Cox Review of Creativity in Business: Building on the UK’s Strengths
4 HM Government, ‘Putting innovation at the heart of central government’, Putting the Frontline First: Smarter Government,
p51-2
5 European Commission Staff Working Document, Design as a driver of user-centred innovation
Design and the public good: creativity vs the procurement process? 11
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6 ‘Trends in Public Sector Expenditure’, Public Expenditure Statistical Analyses 2009 p65
7 http://www.research-live.com/comment/public-sector-procurement-leaves-small-suppliers-out-in-the-cold/4000837.article
8 Design Council, ‘The role of design in public services’, Design Council Briefing 02, November 2008
12 Design and the public good: creativity vs the procurement process?
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9 Mulgan, G., NESTA, Ready or Not? Taking innovation in the public sector seriously
10 ‘Putting the Frontline First: Smarter Government.’
11 Operational Efficiency Programme: final report, 5.29, 5.34
12 Will Hutton, Staying ahead: the economic performance of the UK’s creative industries
13 Cox, G., Cox Review of Creativity in Business: Building on the UK’s Strengths, p1
14 NESTA, The Innovation Index: Measuring the UK’s investment in innovation and its effects, p4
‘THE INQUIRY HAS
13

CONSIDERED THE
AREAS OF KNOWLEDGE,
SKILLS AND PROCESS
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RECOMMENDATIONS
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14 Design and the public good: creativity vs the procurement process?
Our recommendations

OUR RECOMMENDATIONS
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15 There are some interesting existing pieces of research with regard to the private sector: NESTA’s recently compiled
Innovation Index is a pioneer in measuring innovation activity within the private sector, and including design as a key
driver of that activity (previous surveys have counted only R&D spend). The Design Council publishes its annual Value of
Design turnover estimates, and is about to publish updated statistics on the size and shape of the design industry.
16 See Chapter 3: Process
Design and the public good: creativity vs the procurement process? 17
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Recommendation 1
Improved understanding of design and innovation spend

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17 Innovation across central government, National Audit Office, March 2009.

18 Operational Efficiency Programme: final report, 5.39
19 Feedback from both CABE and the Design Council was strongly supportive of redressing this gap
18 Design and the public good: creativity vs the procurement process?
Knowledge

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Design leadership Box 1

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20 http://www.designcouncil.org.uk/
21 (Danish) National Agency for Enterprise, The Economic Effects of Design, September 2003, p28
22 http://www.designcouncil.org.uk/About-Design/managingdesign/Eleven-lessons/
23 The Singaporean Government, as part of their National Design Policy, have instituted an International Advisory Panel
on design ‘to develop Singapore into a design hub in Asia, and to grow design into one of the key pillars of economic
growth.’
24 http://www.hmg.gov.uk/innovation.aspx
20 Design and the public good: creativity vs the procurement process?
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Recommendation 2
Government should appoint a Chief Advisor for design
and innovation

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25 “We will continue to work with the creative industries in our country, a sector that goes from film and fashion to architecture and the media, to support
and extend the one million jobs. And Britain now enjoys its position as the leading creative-industries sector in Europe, and that is something we are
determined to maintain and extend”
– PM Gordon Brown speaking at Going for Growth Launch (http://www.number10.gov.uk/Page22085);
“I don’t think people yet realise just how important architecture and design are going to be to our economic, as well as to our cultural and social future. I
believe that the countries that will succeed in the modern world are the countries that have that creativity, are able to show that in practice by architecture,
design, fashion, music and everything else that is associated with creative industries. Nowhere are we better placed than in architecture and design”
– PM Gordon Brown speaking at No 10 reception for architects,
(http://www.architectsjournal.co.uk/news/daily-news/prime-minister-british-design-and-architecture-are-second-to-none/5210866.article)
26 Chapter 5, Summary Recommendations, Operational Efficiency Programme: Final Report, p69
27 Design Council, Designs of the Time:
http://www.designcouncil.org.uk/Design-Council/1/What-we-do/Our-activities/20-reasons-to-go-to-Dott/
28 NESTA, Public Services Lab: http://www.nesta.org.uk/areas_of_work/public_services_lab
29 See Recommendation 5: A Design and Procurement Panel.
Design and the public good: creativity vs the procurement process? 21
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30 HM Government, Putting the Frontline First: Smarter Government, December 2009

Design and the public good: creativity vs the procurement process? 23
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24 Design and the public good: creativity vs the procurement process?
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31 http://noisydecentgraphics.typepad.com/design/2006/06/the_future_of_g_1.html
32 European Innovation Scoreboard 2008
33 International Design Scoreboard, p59
34 Dr Jason Potts and Kate Morrison, NESTA, Nudging Innovation, April 2009
35 Dr Jason Potts and Kate Morrison, NESTA, Nudging Innovation, April 2009
36 Innovation consultancy IDEO are a perfect example: http://www.ideo.com/
37 http://www.designcouncil.org.uk/briefing02
Design and the public good: creativity vs the procurement process? 25
Knowledge

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38 http://www.designcouncil.org.uk/Design-Council/1/What-we-do/Our-activities/Public-services-by-design/
39 ‘Recently published research commissioned by the Cabinet Office and carried out by the Sunningdale Institute again
makes the case for a Whitehall policy culture that seeks out, captures and values frontline insights and experiences in
order to ensure policies that are practical, effective and relevant’
– Operational Efficiency Programme: final report, 5.30
 ‘THE ANSWER TO THE
26

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Design and the public good: creativity vs the procurement process? 27
Skills

SKILLS
Improving the capacity and skills of design Box 2
Failings in the management of creative
and innovation procurers expertise
Frequently-occurring complaints from both
The effective management of creative expertise buyers and suppliers:
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QRWFRPPRGLW\LWHPVDQGGRQRW¿WWUDGLWLRQDOSURFXUHPHQW procurement tasks, often when an integrated
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- poor knowledge of how to write a design brief –
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suppliers complained of having to negotiate ‘the
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and NAO as ‘Optimising the cost of delivering
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40 SEE Policy Booklet 01, November 2009, Integrating Design into Regional Innovation Policy, p9
41 Using the power of public procurement, Cox Review of Creativity in Business, p35
42 80% of design agencies employ fewer than 5 people
43 http://www.ogc.gov.uk/key_policy_principles_creating_opportunities_for_smes_and_third_sector_organisations.asp
28 Design and the public good: creativity vs the procurement process?
Skills

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the right problem, using conceptual thinking,
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problems (rather than working with a given
solution), by using conceptual thinking methods
that are oriented towards bringing a unique
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eye-catching.
3 The ‘contractor’ designer is focused on
delivering design solutions that are oriented
towards making something functionally better
rather than simply more aesthetically pleasing.
delivering design solutions, using traditional
design methods that are oriented towards
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44 http://www.telegraph.co.uk/news/uknews/1553545/Olympic-chiefs-under-fire-for-puerile-logo.html
45 http://www.civilservice.gov.uk/my-civil-service/networks/professional/gps.aspx
46 http://www.civilservice.gov.uk/my-civil-service/networks/professional/gcn.aspx
47 Putting the Frontline First: Smarter Government p52
30 Design and the public good: creativity vs the procurement process?
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48 See the Design Council’s ‘Design Bugs Out’ Case Study, p42
Design and the public good: creativity vs the procurement process? 31
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49 90% by its own admission – with total operating expenditure of £542m and running costs of £54m in 2008/09,
download the annual report here:
http://coi.gov.uk/documents/coi-annualreport2008-9.pdf
Design and the public good: creativity vs the procurement process? 33
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34 Design and the public good: creativity vs the procurement process?
Skills

A mismatch with current policy

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Recommendation 7
An Appropriate Role for the COI

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50 Department for Culture, Media and Sport, Creative Britain: New Talents for the New Economy, February 2008
51 HM Treasury, Accelerating the SME Economic Engine: Through transparent, simple and strategic procurement, November 2008
52 OGC, Driving Innovation Through Public Procurement, 2009
53 HM Government, Putting the Frontline First: Smarter Government, December 2009
54 DCSF is experimenting with a potential model: http://prweek.com/channel/PublicSector/article/983180/Department%20for%20Children,%20
Schools%20and%20Families%20to%20streamline%20government%20comms/
‘GOVERNMENT TRIES
35

TO CHOOSE DESIGN,
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36 Design and the public good: creativity vs the procurement process?
Process

PROCESS
Transforming the procurement process for ‘You can answer the
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55 HM Treasury, Accelerating the SME Economic Engine: Through transparent, simple and strategic procurement,
November 2008
Design and the public good: creativity vs the procurement process? 37
Process

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Recommendation 8
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56 HM Treasury, Accelerating the SME Economic Engine: Through transparent, simple and strategic procurement,
November 2008
38 Design and the public good: creativity vs the procurement process?
Process

The Internal Process

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Design and the public good: creativity vs the procurement process? 39
Process

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40 Design and the public good: creativity vs the procurement process?
Process

Recommendation 9
A best practice pilot
‘I suspect the
communication internally
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WKHSURFXUHPHQWRIFUHDWLYHVHUYLFHVEHJLQQLQJZLWKDVHOHFW is not eloquent enough in
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EHDQLGHDOWHVWEHGIRUUHVROYLQJW\SLFDOGLI¿FXOWLHVZLWKLQ
some respects to be able
GHSDUWPHQWVDQGHYROYLQJVRPHVLPSOHUSURFXUHPHQWPHWKRGV to brief the procurement
,IVXFFHVVIXOWKHPRGHOFRXOGEHUROOHGRXWDFURVVWKHZLGHU
SXEOLFVHFWRU person as to what they
should be trying to
achieve’
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Design and the public good: creativity vs the procurement process? 41
Process

Clearer messaging
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Recommendation 10
An information and advisory service

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42 Design and the public good: creativity vs the procurement process?
Process

CASE STUDY $QDOWHUQDWLYHDSSURDFKWRSURFXULQJGHVLJQKDVEHHQSLRQHHUHG

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Design and the public good: creativity vs the procurement process? 43
Conclusion

CONCLUSION
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FRQWLQXDOO\HQFRXQWHUHGDQLVVXHRISHUFHSWLRQUHODWHGWRRQH ‘There’s a confusion in
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this country between
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PHDQLQJWRQRQHVVHQWLDODHVWKHWLFV
… as people who are
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agents of change in
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organisations’
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DWODUJHDVLWLVZLWKLQWKHSXEOLFVHFWRUDQGLWLVQRWWKH
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VHUYLFHLQGXVWULHV

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44 Design and the public good: creativity vs the procurement process?
Design and the public good: creativity vs the procurement process? 45
Appendix

APPENDIX
A possible prototype
Public Sector Design Buying Process - Initial Decision Tree

What are you What is your Process

commissioning? budget?

Corporate identity Up to £12,000 Three written quotes

Branding
Packaging
Annual reports £12,001 - £60,000 Short list - 3 to 6 to pitch
Digital (non web)
Website
Exhibition/Events £60,001 - £100,000 Long list - short list, 6 to pitch
Literature
Product design
Service design
Innovation Over £100,001 Full OJEU process
(inc framework or roster)

(DBA)

What are you commissioning?

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What is your budget?

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46 Design and the public good: creativity vs the procurement process?
Appendix

Definition of terms
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Creativity
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Design
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Design and the public good: creativity vs the procurement process? 47
Appendix

Panel Members
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48 Design and the public good: creativity vs the procurement process?
Bibliography

BIBLIOGRAPHY
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