German Design Award

2017 German Design Award — Hasso Plattner receives the Personality distincton

German Design Award 2017 Personality Hasso Plattner

Hasso Plattner

SAP founder Hasso Plattner has been selected for the 2017 German Design Award's Personality Prize for his achievements in disseminating and advancing the methodology of design thinking. The jury statement included the following comment: 'His prodigious commitment to design thinking, an approach modelled on the design process itself, has been instrumental in the ongoing development and teaching of this methodology in university programmes and workshops around the world.'

Since his retirement from operational activities at SAP, the former CEO and founding member of the company has devoted himself to the topic of design thinking. The Hasso Plattner Institute of Design he founded at Stanford University and the HPI School of Design Thinking in Potsdam have introduced thousands of students to design thinking and helped boost the methodology's relevance to business practice.
Design thinking's interdisciplinary approach applies knowledge gained from the design process to innovation development. In particular, its consistent focus on user orientation as well as its inclusion of company employees from a variety of disciplines, departments and hierarchy levels frequently lead to innovative and successful solutions.
Today the approach is changing the way management and companies understand design as well as changing corporate structures: not only SAP, but also many other large and small companies around the globe rely on design thinking.

According to the German Design Award jury, the merits of design thinking can be seen particularly in improvements in interaction design, which has become indispensable due to increasing digitalisation. 'An important element of interaction design is simplicity. This doesn't mean a lack of functionality; rather, it means functionality which is clearly and easily understandable for the user,' says Plattner.

A Record Number of Entries
The number of entries for the German Design Award categories of product and communication design exceeded 4,000 this year. Product and project submissions were received from 50 countries, with the share of international entries reaching 37 per cent—a five per cent increase over last year. The international jury, consisting of representatives from the fields of industry, science and design, worked diligently to select the most impressive entries. In the end, a total of 45 Gold prizes and 361 Winners were chosen across 48 categories.
All 2017 German Design Award winners can be found in the German Design Council's online gallery at: 

Newcomer Award
Excitement remains high in anticipation of the winner of the Newcomer category prize. The winner, chosen from the five current finalists, will be announced during the award ceremony on the opening day of Ambiente on February 10th, 2017 in Frankfurt.

German Design Award
The German Design Award is the German Design Council's premium international prize and is one of the world's most renowned design competitions. 'Since our founding in 1953, our primary task has been to observe, analyse and evaluate what is happening in design on an international level,' explains Andrej Kupetz, general manager of the German Design Council. 'The winners each year not only exemplify the economic and cultural value of outstanding design, but they also provide direction and are representative of current themes and trends,' adds Kupetz.

The German Design Council
The German Design Council is one of the world’s leading centres of expertise for communication and knowledge transfer in the area of design. Currently, more than 260 companies belong to its foundation. The German Design Council was founded in 1953 on the initiative of the German Bundestag to support and enhance the design expertise of German industry. It pursues a wide range of activities with a single goal: to increase brand value on a sustained basis via the strategic use of design in communication.

More information and photos are available for download under the following link: