Update your design knowledge IDEMC. Master Classes for Design Professionals

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1 Update your design knowledge IDEMC Master Classes for Design Professionals Edition 2015

2 IDEMC 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. What are IDE Master Classes? IDE Master Classes are a series of intensive two-day, state-of-the-art Master Classes developed specifically for design professionals. They are embedded within one of the world s most forward-thinking design education programmes at TU Delft s faculty of Industrial Design Engineering. The Master Classes are given by leaders in the design field, all of them top lecturers or alumni from the faculty of Industrial Design Engineering, across a variety of disciplines of the continuously developing design field. 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. Learn from the experts as well as from each other! What do I pay? Costs per Master Class 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 with your name, phone number, company and the Master Class(es) you are interested in to masterclass-ide@tudelft.nl Is there more to know? Location: Faculty of Industrial Design Engineering in Delft Language: English Visit our website masterclasses, where you can find the latest news about the programme.

3 IDEMC 1 April Contextmapping Involving stakeholders in design processes as experts of their experience > Pieter Jan Stappers, Professor Design Techniques, IDE, TU Delft IDEMC 2 May 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. 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. Contextmapping offers a procedure for This Master Class addresses the success and conducting contextual research with users, failure factors of New Product Development where tacit knowledge is gained about the (NPD) with a special focus on the role of context of product use. It was developed marketing, using case studies drawn from specifically to inform and inspire design teams recent innovative product introductions. so that users and other stakeholders can The interactive blend of theory and practice actively participate in the design process, introduces participants to NPD topics including ensuring a good fit between the design and product innovation, new product failure the use of a product and the core competences scenarios, best practices for launching new of the producer/company. products, and provides hands-on experience on how to build a product and brand portfolio Pieter Jan Stappers is Professor that is balanced and strategically aligned. Erik Jan Hultink is Professor of New of Design Techniques at IDE, TU Marketing at IDE, TU Delft. Ranked understand the techniques of involving Delft. He is one of the driving number six in the list of the World s users and other stakeholders in design, the forces behind the concept of Top Innovation Management role of contextual research in innovation; Contextmapping, with 25 years understand why some new products Scholars, he is internationally see when contextmapping techniques experience of developing tools and succeed while others fail; respected for his work on launch are useful for gathering insights and techniques for the early design benchmark your own NPD process with and branding strategies for new communicating these to your design team; phase. best practices from other firms; products, and a much requested develop a feeling for the psychological critically reflect on marketing aspects lecturer and guest speaker. processes of reflection and expression of More about Pieter Jan Stappers like brand extensions, co-branding, user experience; and IDEMC Contextmapping can be pre-announcements, how to deal with new More about Erik Jan Hultink and learn how to implement the technique in found on our website: product rumours and many other; IDEMC New Product Marketing can your own company. understand how to use social media to be found on our website: market new products successfully.

4 IDEMC 3 June Design for Healthcare 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! Designing to solve problems in Healthcare > Richard Goossens, Professor of Physical Ergonomics, IDE, TU Delft 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. 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 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. 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 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. 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: 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 soulmates from similar companies.

5 IDEMC 4 September 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. 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? 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. 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: IDEMC 5 October 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. 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. 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. 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:

6 IDEMC 6 November Strategic Value of Design Improving company performance through design capabilities and practices > Giulia Calabretta, Assistant Professor Strategic Value of Design, IDE, TU Delft IDEMC 7 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 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. 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. In order to effectively play a strategic role, The game world experience facilitates pre- design professionals need to master a set of defined transfer goals (e.g. awareness, strategic capabilities and practices. Through a compliance, behavioural change) in the combination of theory and practice, participants real world. In this 2-day workshop, full of learn which design capabilities and practices are presentations and interactive sessions, we most valued by companies and how to use them introduce you to the theory of Persuasive effectively for improving company performance. Game Design, its effects, its design strategy and its relevance for your workfield and/or case. understand how design and design Valentijn Visch is Coordinator capabilities can affect KPIs in the short term Giulia Calabretta is Lecturer in of Persuasive Game Design at (e.g., sales and revenues) and long term (e.g., Strategic Value of Design and is learn to understand the applications and the faculty Industrial Design ROI); researching how design capabilities limitations of Persuasive Game Design for Engineering, coordinator of the deepen your knowledge and critically reflect and methods can be effectively your workfield; Research and Design course, and on design capabilities and practices, like integrated in the strategy and learn how to communicate the potential of project leader of two large research visualizing, envisioning business opportunities processes of companies. persuasive games within your organisation; projects about persuasive game and many others; learn what strategies are needed for design. learn how to integrate your design capabilities More about Giulia Calabretta and successful Persuasive Game Design, and practices with the capabilities and IDEMC Strategic Value of Design involving stakeholder collaboration, More about Valentijn Visch and practices of business professionals involved in can be found on our website: user research, gamification design and IDEMC Persuasive Game Design strategic decisions; validation. can be found on our website: benchmark your own design capabilities with expert design professionals.

7 IDEMC programme 2015 April IDEMC 1 : Contextmapping Involving stakeholders in design processes as experts of their experience > Pieter Jan Stappers, Professor Design Techniques, IDE, TU Delft May IDEMC 2 : New Product Marketing Building balanced portfolios and marketing products successfully > Erik Jan Hultink, Professor New Product Marketing, IDE, TU Delft June IDEMC 3 : Design for Healthcare Designing to solve problems in healthcare > Richard Goossens, Professor of Physical Ergonomics, IDE, TU Delft September IDEMC 4 : 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 October IDEMC 5 : 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 November IDEMC 6 : 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 IDEMC 7 : Persuasive Game Design Persuasive Game Design to motivate users for behavioural change. > Valentijn Visch, Coordinator Persuasive Game Design, IDE, TU Delft