GOOD DESIGN IS GOOD BUSINESS

Now more than ever, design and creativity are playing a major role in everything we do. From problem solving, to navigating unpredictable landscapes and inspiring growth in others, it is becoming clear that a creative mindset is crucial to success in the world today. With IE’s Good Design is Good Business Summer Program, students will explore design and creative thinking as concepts that drive us to evolve and accomplish our business goals. This program reveals the operations and processes that fuel creativity, while allowing managers and entrepreneurs alike to redefine creative thought as it applies to their industries.

UNRAVELING A DESIGN STRATEGY

MIGUEL TITO

Any problem or challenge can be tackled following a variety of approaches. Whether it is
modular, all-in-one, bespoke, purpose-built range or any other strategy, each alternative
brings particular strengths, weaknesses and boundary conditions to the table. In this
session we will explore how strategic design decisions can lead to product+service systems, places, processes… which differ substantially depending on the road that is taken.

WHY WE NEED DESIGN?

AINO HANTTU / HANZO

What design is about. Why do we design and why we care about it so much? Hanzo team will talk about the impact of design as a way to understand users, generate new business opportunities and continuous improvement.

UNDERSTANDING: USERS, CONTEXT AND OPPORTUNITIES

HANZO

How do we gather insights, do discovery and design the details. How do we get an end-toend solution? In this master class session Hanzo will explain how do we go from insights to strategy and creating a service/product roadmap.

DEFINE: FROM IDEAS TO MARKET

HANZO

How do we take the service or product concepts to the hands of the users: an introduction to interaction design, visual design and the holy matrimony of designers and developers.

IMPROVE: SHOW AND TELL

HANZO

Students present back the practical design challenge they’ve been given during the course of two weeks. Students will understand the value of user feedback and use it continuously improve our ideas.

THE DESIGN OF INNOVATIVE BUSINESSES

MIGUEL TITO

From the smallest micro-interaction to overarching strategies, everything in a company
can and should be subject to intelligent design. In this session we will explore how
innovative business models and organisations can be designed with the help a variety of tools and frameworks.

SUSTAINABILITY, SOCIAL RESPOSABILITY AND THE ETHICS OF DESIGN

MANUEL QUIROS

Designers in the XXI century play an importante role cultivating ecological, social and
economical conditions that will support human well-being indefinitely. The debate about
the envirorment issue is over and profesional must understant not only the planetary
boundaries but also the opportunities to design a new world. In the sesión we will have a look basic references around the sustainability with inspirind examples in different sectors to open the solution spaces around the topic. Finally participants will have the chance to
increase the sustainability strategic criteria using nature as a model.

BRANDING

RITXI OSTARIZ

Theoretical presentation about what Branding really is and its fundamentals. The
students will learn about the importance of Strategy through the definition of the Brand
Idea, Personality, Values and key concepts in the creation of brands such as Authenticity,
Consistency, Coherence and Relevance.

CO-CREATION: THE INSTANT VALUE OF FEED-BACKING

ALEX OLLERO

Defeating stereotypes, the design process is not anymore an isolated flight amid trends and sky-high strategies that is only willing to land when time’s running out. A.K.A. “When the deadline comes” (Risky!). We’re starting to realize that design is not really about coming up with 1, 2, 3 or even 10 “cool” drawings every once in a while (if we could even agree on the coolness of anything). Trying to give a “creative” answer to a problem we know nothing about is not very efficient. And we can all agree that “guessing” is not efficient at all.

And because efficiency matters a lot (time = $), designers are now mostly in charge of creating a common ground for the talking. To stop “guessing” and flying around in circles. They’re in charge of defining new communication channels to relate to their clients and the final users of a product (or a service). Because that is co-creating; using feed-back to turn real and down-to-earth final user insights into pure market value.

Design needs to be seen as a back and forth collaborative effort. It’s not a matter of proposing anymore. It is all about listening and responding. Because we’re not looking for proposals, right? We’re looking for answers. We are looking for value! That’s the reason why designers are turning into “insight collectors”. Professionals ready to learn from professionals, ready to reach out for more and more information to boost and recharge business strategies. Because in the end, the designer’s job is using feed-back to make decisions.

ABOUT HANZO

Founded in 2009 in Spain, Hanzo is part design consultancy, part design agency. We research, conceptualize, design, engineer and deploy memorable experiences that shape,elevate and transform organizations that aim to make a difference. With a clear purpose in mind, never to be left behind: Designing user centered, high quality digital services that help elevating and transforming medium to big size organisations. After nearly ten years of hectic activity we are an agile team of more than 45 people working from different world-wide locations. With offices in Madrid, Barcelona and London and we have crafted a solid portfolio of globally recognised brands from Europe, North America and East Asia. We do end-to-end design: from ideas to go-to-market products, from design to development of digital products. More information: www.hanzo.es.

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