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DITP points “Design Value” is the only way for businesses to survive in this time

Thailand Office of Innovation and Value Creation, Department of International Trade Promotion (DITP), Ministry of Commerce joins Industrial Designers Society Thailand (IDS) will hold the 4th Design Service Society 2018. In this year, it will be part of the STYLE 2018 Event scheduled between April 19 – 23, 2018 at Bangkok International Trade & Exhibition Centre (BITEC). In the event, expert designers will come to provide Thai entrepreneurs free consult about design, with which they will learn how to survive this time. The Design Also, they will have an insight into what the brand value is and how to develop Value Creation by using Strategic Design Thinking.   
M.L. Kathathong Thongyai, the Director of Thailand Office of Innovation and Value Creation, said, “We’ve now reached the dead end. Thai entrepreneurs should stop competing each other with low prices, search for cheap materials and labor, or make big production to reduce cost because such a strategy is not efficient anymore. We must adapt to the current environment and find the true value of your business, brands, and organization, and apply them into designing and creating new products and packaging which is called Design Value. It’s not an alternative anymore, but it’s the only way to survive in the digital age by using the effective tool called Strategic Design Thinking, in which the process of thinking comes into play to help you understand the problems profoundly. Most importantly, the need of the customers is used as the center of thinking.”
Assistant Professor Dr.Chokeanand Bussracumpakorn, the President of Industrial Designers Society Thailand, added, “Strategic Design Thinking is the only way to survive in this time where many businesses transformed themselves. Importantly, the transformation is more than changing their business but has to reform likes a larva transforming itself into a butterfly or change its form completely, because an attempt which results from high competition in today’s fast paced technology world. Strategic Design Thinking comprises 3 main rules. Firstly, present the variety of the innovation - both the product itself and the service. Secondly, can see the promise of the product. Lastly, make an great impression to your customers.”
The process of thinking can help generate strategic thinking to find new innovation through systematic procedures which consists of 5 steps. The process begins with understanding the customers by observing their behavior and perceiving the behavioral trend; creating a proposition from studying the target customers; decoding the problem solving, acknowledge the need, the desire or the expectation of the customers; achieve a brainstorm to find new ideas; and creating a prototype and testing the prototype with the target group to summarize the feasibility.  
M.L. Kathathong Thongyai also added, “Over the past 4 years, there have been more than 500 organizations and brands joining the Design Service Society to seek the consult in finding the design value in their products. Some of them used the knowledge they gained to revolutionize their organization and create a sustainable image. For example, Teng’s Jullien’s golden carp sausage from Kanchanaburi province. The company performed Strategic Design Thinking and found the product value, and established its selling point that its sausage is healthy food made from native fish of Kanchanaburi. It also designed the new outstanding packaging to increase the product value and boost sales. It is the example that thinking can change everything.
It’s called Design value, from which design can lead to the turning point for business. Thailand Office of Innovation and Value Creation hopes that many more brands can see the examples that the successful turning point of the companies come from Design Value. Therefore, creativity combined with the process of design thinking leads to the turning point for business.
Any business or entrepreneurs who are interested in receiving the free consult please come to see us at Design Service Society 2018 booth in STYLE 2018 Event between April 19 -23, 2018 at Bangkok International Trade & Exhibition Centre (BITEC) in Hall 105.  
Design Service Society 2018 will also have training waiting for any designers who are interested in design service including learning activities call @Master Studio, in which leading design companies of Thailand will come to run a workshop and provide you tips how to become a success company in this industry. Those who are interested, please register at Design Service Society 2018 booth in STYLE 2018 Event. You can also follow Thailand Office of Innovation and Value Creation, Department of International Trade Promotion (DITP) at www.ditp-design.com, Industrial Designers Society Thailand ( IDS) at www.idsocietythailand.org or Facebook Fanpage idsocietythai.