Update your design knowledge IDEMC. Master Classes for Design Professionals

Master Classes

for

Design

Professionals

Edition 2015

In 2013, we launched the first series of IDE Master Classes. We are proud to say that since then, all the Master Classes were well attended and were evaluated extremely positively. With 110 different participants from more than 80 companies, the first series was a huge success. We received many enthusiastic reactions, and the level of interest expressed by participants in new topics has given us more than enough reasons for developing a follow-up to the first series.

IDE

MC 2015

What do I pay?

€ 950

€ 850 members of BNO, Design Management Network, KIVI IO € 750 for IDE alumni Prices exclude VAT, but include materials and lunch.

How do I register?

Send an email with your name, phone number, company and the Master Class(es) you are interested in to [email protected]

Is there more to know?

Language: English

Visit our website

www.ide.tudelft.nl/ masterclasses, where you can find the latest news about the programme.

What are IDE Master Classes?

Why participate in IDE Master Classes?

The IDE Master Classes programme has been developed to support the professional development of design practitioners. In groups of 10 to 16 participants, you gain insights into recent developments in the discipline, learning about the latest methods and tools currently being taught to new generations of designers. For many design practitioners, this is an extremely effective way to refine your skills, focus your ambition, or simply broaden your mind and be inspired!

Each Master Class combines theory with interactive assignments and group cases: you directly apply what you learn. This is a great way of meeting the experts and working with other experienced designers, expanding your network, and creating new opportunities.

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April 22-23

Contextmapping

Involving stakeholders in design processes as experts of their

experience

Pieter Jan Stappers is Professor

of Design Techniques at IDE, TU Delft. He is one of the driving forces behind the concept of Contextmapping, with 25 years’ experience of developing tools and techniques for the early design phase.

More about Pieter Jan Stappers and IDEMC Contextmapping can be found on our website:

www.ide.tudelft.nl/masterclasses.

Erik Jan Hultink is Professor of New

Marketing at IDE, TU Delft. Ranked number six in the list of the World’s Top Innovation Management Scholars, he is internationally respected for his work on launch and branding strategies for new products, and a much requested lecturer and guest speaker. More about Erik Jan Hultink and IDEMC New Product Marketing can be found on our website:

www.ide.tudelft.nl/masterclasses.

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May 20-21

New Product Marketing

Building balanced portfolios and marketing products successfully

> Erik Jan Hultink, Professor New Product Marketing, IDE, TU Delft

Contextmapping is just what it says it is: making a map of the context (of use). Introduced in 2003, the term refers to an approach to exploratory and participatory design research which makes use of the expertise of the user and the skills of the designer.

Curriculum

Contextmapping offers a procedure for conducting contextual research with users, where tacit knowledge is gained about the context of product use. It was developed specifically to inform and inspire design teams so that users and other stakeholders can actively participate in the design process, ensuring a good fit between the design and the use of a product and the core competences of the producer/company.

Learning objectives

During the Master Class, you will:

• understand the techniques of involving users and other stakeholders in design, the role of contextual research in innovation; • see when contextmapping techniques

are useful for gathering insights and communicating these to your design team; • develop a feeling for the psychological

processes of reflection and expression of user experience;

• learn how to implement the technique in your own company.

New Product Development is an important but risky business activity. Recent research has shown that the majority of all new products launched fail in the marketplace. While a superb marketing strategy may not save a bad product, a poor launch strategy will surely kill a great product.

Curriculum

This Master Class addresses the success and failure factors of New Product Development (NPD) with a special focus on the role of marketing, using case studies drawn from recent innovative product introductions. The interactive blend of theory and practice introduces participants to NPD topics including product innovation, new product failure scenarios, best practices for launching new products, and provides hands-on experience on how to build a product and brand portfolio that is balanced and strategically aligned.

Learning objectives

During the Master Class, you will: • understand why some new products

succeed while others fail;

• benchmark your own NPD process with best practices from other firms;

• critically reflect on marketing aspects like brand extensions, co-branding, pre-announcements, how to deal with new product rumours and many other;

• understand how to use social media to market new products successfully.

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June 24-25

Design for Healthcare

Designing to solve problems in Healthcare

> Richard Goossens, Professor of Physical Ergonomics, IDE, TU Delft

Richard Goossens is Coordinator

of the Healthcare research programme at IDE and Professor in Physical Ergonomics.

More about Richard Goossens and IDEMC Design for Healthcare can be found on our website: www.ide.tudelft.nl/masterclasses.

‘I had two intensive and fun days; learning at such a high speed made me glow for another two days. Thank you for this experience and the chance to learn!’

‘It was really useful to identify the (internal) barriers, make a plan to break these barriers and incorporate User-centred Design in the design process of our company’ ‘By using the tools and having

discussions with experienced designers, the true meaning emerged and we experienced the difficulties and possibilities, the choices to be made by ourselves’

‘I could pick up topics that I missed during my studies at IDE but now need in my career. Interesting to learn, share and discuss with soul-mates from similar companies.’

More and more Healthcare organisations are discovering the added value of design to address the many challenges they face. When designing for this complex domain, designers need to master the use of dedicated tools and techniques in order to fully grasp the needs and requirements of the stakeholders: patients, medical professionals, policy makers and insurance companies.

Curriculum

In this first Master Class on Design for

Healthcare, you get acquainted with the latest developments in Healthcare design. You learn about and work on topics like patient profiling, patient experience journeys and a number of health behaviour models. Recent research projects and industry partnerships are presented.

Learning objectives

During the Master Class, you will:

• improve your Healthcare design projects with new insights in the Healthcare design context;

• broaden your tool set for exploring and collecting the needs and experiences of patients and medical professionals; • practice using tools and techniques for

mapping and analysing multi-stakeholder systems and processes in Healthcare.

Jasper van Kuijk is Assistant

Professor User-centred Innovation, studying how User-centred Design (UCD) is dealt with in the practice of product-service innovation. More about Jasper van Kuijk and IDEMC Managing User-centred Design can be found on our website:

www.ide.tudelft.nl/masterclasses.

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October 14-15

Managing User-centred

Design

From a user-centred process to a user-centred organisation

> Jasper van Kuijk, Assistant Professor User-centred Innovation, IDE, TU Delft

Though the principles of User-centred Design are simple enough, applying them in practice is not. How many user tests have you seen conducted, only to see the majority of these results not implemented? User research is often skipped, because the project is already late. This Master Class is about dealing with organisational barriers for User-centred Design, and helps you to create a truly user-centred organisation.

Curriculum

The curriculum balances principles and practice, preparing organisations for successful User-centred Design. Understanding principles helps you to get a better grip on practice, ‘nothing is quite as practical as a good theory’. On the other hand, attention is paid to what is needed to successfully apply these principles in practice.

Learning objectives

During the Master Class, you will:

• gain in-depth insight into the principles of user-centred innovation;

• learn about barriers and enablers in user-centred innovation practice so that you know how to identify these in your organisation;

• learn how to draw up an action plan for dealing with these barriers and enablers and create an action plan for your own company.

Froukje Sleeswijk Visser is a

pioneer and thought leader in user insight research methods for service innovation and an independent design research consultant (Contextqueen). She also is parttime Assistant Professor at the TU Delft.

More about Froukje Sleeswijk Visser and IDEMC Service Design can be found on our website:

www.ide.tudelft.nl/masterclasses.

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September 23-24

Service Design

From user insights towards development and implementation of

service propositions

> Froukje Sleeswijk Visser, Assistant Professor Service Design and Co-design, IDE, TU Delft Service Design is hot! Services are increasingly parts of design solutions, both in industry and in society. At the same time, design is becoming more multidisciplinary and the design approach is being applied to a wide range of problems.

Curriculum

The first Master Class on service design (2013) focused on getting acquainted with Service Design developments and exploring some of the tools. With a mixture of lectures, discussions and exercises, this Master Class zooms in on the crosslink of User-centred Design and Interaction Design: how can we translate user insights into service propositions which can be actually implemented?

Learning objectives

During the Master Class, you will:

• gain insights into current developments in the design field and understand what Service Design comprises;

• learn techniques (journey mapping) to design new service propositions while keeping the user experience central; • explore new service ideas by creating

stakeholder maps, blue prints and early business models;

• learn how to prototype for services and involve stakeholders for feedback.

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November 25-26

Strategic Value of Design

> Giulia Calabretta, Assistant Professor Strategic Value of Design, IDE, TU Delft

Giulia Calabretta is Lecturer in

Strategic Value of Design and is researching how design capabilities and methods can be effectively integrated in the strategy and processes of companies. More about Giulia Calabretta and IDEMC Strategic Value of Design can be found on our website: www.ide.tudelft.nl/masterclasses.

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January 27-28, 2016

Persuasive Game Design

Persuasive Game Design to motivate users for behavioural change

> Valentijn Visch, Coordinator Persuasive Game Design, IDE, TU Delft

Valentijn Visch is Coordinator

of Persuasive Game Design at the faculty Industrial Design Engineering, coordinator of the Research and Design course, and project leader of two large research projects about persuasive game design.

More about Valentijn Visch and IDEMC Persuasive Game Design can be found on our website: www.ide.tudelft.nl/masterclasses.

The motivational power of games to help people change is increasingly recognized in society, business and science. In our Persuasive Game Design model, it is not the game itself but the user’s experience that is the primal object of design. Gamification is the means to change this user experience from a real world towards a motivational game world.

Curriculum

The game world experience facilitates pre-defined transfer goals (e.g. awareness, compliance, behavioural change) in the real world. In this 2-day workshop, full of presentations and interactive sessions, we introduce you to the theory of Persuasive Game Design, its effects, its design strategy and its relevance for your workfield and/or case.

Learning objectives

During the Master Class, you will:

• learn to understand the applications and limitations of Persuasive Game Design for your workfield;

• learn how to communicate the potential of persuasive games within your organisation; • learn what strategies are needed for

successful Persuasive Game Design, involving stakeholder collaboration, user research, gamification design and validation.

Companies need to cope with rapid technological evolution, complex innovation dynamics and empowered customers. Recent research has shown that companies can effectively use design capabilities to navigate these challenges and keep generating economic value. As a result, the role of design professionals is becoming increasingly strategic.

Curriculum

In order to effectively play a strategic role, design professionals need to master a set of strategic capabilities and practices. Through a combination of theory and practice, participants learn which design capabilities and practices are most valued by companies and how to use them effectively for improving company performance.

Learning objectives

During the Master Class, you will: • understand how design and design

capabilities can affect KPIs in the short term (e.g., sales and revenues) and long term (e.g., ROI);

• deepen your knowledge and critically reflect on design capabilities and practices, like visualizing, envisioning business opportunities and many others;

• learn how to integrate your design capabilities and practices with the capabilities and practices of business professionals involved in strategic decisions;

• benchmark your own design capabilities with expert design professionals.

April 22-23

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Contextmapping

Involving stakeholders in design processes as experts of their experience

> Pieter Jan Stappers, Professor Design Techniques, IDE, TU Delft

October 14-15

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Managing User-centred Design

> Jasper van Kuijk, Assistant Professor User-centred Innovation, IDE, TU Delft

November 25-26

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Strategic Value of Design

Improving company performance through design capabilities and practices

> Giulia Calabretta, Assistant Professor Strategic Value of Design, IDE, TU Delft

January 27-28, 2016

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Persuasive Game Design

Persuasive Game Design to motivate users for behavioural change.

> Valentijn Visch, Coordinator Persuasive Game Design, IDE, TU Delft

September 23-24

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Service Design

From user insights towards development and implementation of service propositions > Froukje Sleeswijk Visser, Assistant Professor Service Design and Co-design, IDE, TU Delft

May 20-21

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New Product Marketing

Building balanced portfolios and marketing products successfully

> Erik Jan Hultink, Professor New Product Marketing, IDE, TU Delft

June 24-25

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Design for Healthcare

> Richard Goossens, Professor of Physical Ergonomics, IDE, TU Delft

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programme 2015