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IDEMC3: Design Leadership and Innovation

Wednesday 17 09.00 until 18 May 2017 19.00
subscription deadline: 8 May 2017

Improving innovation performance through strategic design practices

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

Innovation is key for companies to prosper, but innovation is challenging. Companies need to cope with rapid technological evolution, complex innovation dynamics, and empowered customers. Research has shown that strategic design practices can play a leading role in overcoming these challenges, steering innovation towards successful outcomes.


This IDE Master Class is aimed at designers who would like to take a more strategic role in the innovative efforts of companies, and who want to go beyond executing new product/service design briefs. By using a three-step approach for leading and managing strategic innovation projects, this course will teach design professionals how to upgrade their existing design practices for strategic purposes, and transform them into powerful innovation drivers. Participants will learn how to use these practices to impact strategic decision-making, win stakeholders’ support, and identify relevant Key Performance Indicators (KPI). 

Learning objectives

During this Master Class you will learn:



Programme Day 1

09.00 - 09.30 Registration and welcome coffee

09.30 - 10.00

10.00 - 11.00¬†Lecture ‚ÄstPerspectives on the strategic value of design: designers vs managers?

11.00 - 11.30 Break

11.30 - 13.00 Case study - Positioning design and designers within the innovation strategy of a company

13.00 - 14.00 Lunch at Industrial Design Engineering

14.00 - 15.30 Lecture and exercises - Design accountability: the economic value of design

15.30 ‚Äď 16.00 ¬†Break

16.00 ‚Äď 17.00 ¬†Case study by guest speaker:¬†Benefits of measuring the economic value of design

17.00 ‚Äď 17.30 ¬†Wrap-up and conclusive thoughts

Programme Day 2

09.30 - 10.30 Lecture - Designing business models 

10.30 - 13.00 Workshop with a guest companyß - Practicing with business model design

10.00 - 11.00¬†Lecture ‚ÄstPerspectives on the strategic value of design: designers vs managers?

13.00 - 14.00 Lunch break at Industrial Design Engineering

14.00 - 14.30 Self-assessment - Are you a good strategic designer? 

14.30 - 15.30 Lecture - A three step-model for running strategic design projects effectively

15.30 ‚Äď 16.00 ¬†Break

16.00 ‚Äď 17.00 ¬†Workshop -¬†Setting up and running your own strategic design project

17.00 ‚Äď 17.30 ¬†Wrap-up and conclusive thoughts

17.30 - 19.00 Drinks and closing

Practical information

How to prepare?
Preparation for this master class includes reading and reflecting on the case studies that will be discussed in class, and the selection of a relevant case from participants’ own practice to bring to the course. The preparation will require approximately four hours.

The preparation material (including case studies, reflection questions, and relevant articles) will be sent as a PDF by email. Participants will receive the reader at the beginning of the course. Hand-outs of all lectures will be provided with space for personal notes. All materials provided are included in the course fee.

After the course
Two months after the course, a pre-set consultation timeslot will be offered to all participants to share experiences and ask questions to the IDE Master Class. The format and the timing will be discussed with the participants during the IDE Master Class.

Giulia Calabretta is Assistant Professor of Strategic Value of Design at IDE, TU Delft.

She is researching how design capabilities and methods can be effectively integrated in the strategy and processes of companies.

More information