Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2015/2016
Scuola Scuola del Design
Docente Buzzini Dario Francesco , Edelman Jonathan Antonio , Fassi Davide , Pierandrei Fabrizio Maria
Cfu 18.00 Tipo insegnamento Laboratorio

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Nome Sezione Insegnamento

Programma dettagliato e risultati di apprendimento attesi

How to drive our passions or obsessions into an design idea? How to develop this idea into an entrepreneurial opportunity and develop an innovative venture?

These are the main questions the course wants to give an answer.

It aims at transferring the concept of “design intensive start-up”, the principles and approaches of design in “from sketch” contexts - where no references of sector, user, market and established industry are given, the notion of radical or incremental innovation, especially related in the ways design creates value in people interactions . All these within eco-systems to be defined - where the emergence of start-ups and new ventures that can create business complementarities with incumbent industries or strongly compete with them.

Students will be asked to design a venture into an existing eco-system where some constraints and opportunities have to be seek and framed. Inspirations, methods, tools and technological breakthrough will be introduced as triggers to design the new venture. The student during the whole course will have to face with the design of all start-up components: value proposition, technical asset, partners and alliances, users, distributive policies, revenue model, cost model, communication strategy.

The course structure will be basically split according to the following main activities:

- “diving” in design in a start-up, where some lectures will be taken about concepts of start-up creation, entrepreneurship, designing for new ventures and about some design tools (Design Intensive Startup tools, business model canvas, user portrait, etc..)

- workshops of “design methods”, where in a full week workshop activity the students will be asked to apply some guiding methods in order to set up and frame their “design-problem” and to draw their scenario of business venture;

- workshop of “pre”-totyping and prototyping, where in a full week workshop activity the students will be asked to define the value proposition of their business venture and to test their assumptions in real contexts

- workshop of “market simulation", where the students will be asked to define the narrative of their business and to communicate it in pitch activities to raise money from investors and venture capitalists (students will play respectively the role of seeking for money entrepreneurs/founders and investors).

More details and the specific topic of the year will be revealed at the presentation of the course in September and at the course start in October.

Note Sulla Modalità di valutazione

Student will be assessed on both their qualities of detecting the potential of Design in developing business (entrepreneurial factor) and of describing and presenting contexts , concepts, ideas and potentialities (storytelling factor).

Specifically they will be assessed on:

- the output quality derived by workshops;

- the personal attitude and the quality of materials and argumentations at each group or individual revision all along the course.

- the critical and analytical capabilities shown during workshop activities and market making/fund-raising simulations;

- the overall quality of the final start-up project presented at the end of the course.

Intermediary examinations will take place during the semester. The final evaluation of such examinations will be integrated with a written/oral exam on the contents of the whole course program or equivalent, in order to assess personal contributions in team work.

Risorsa bibliografica obbligatoriaBrown T., Change by Design, Editore: Harper Business, Anno edizione: 2009
Risorsa bibliografica obbligatoriaLockwood T., Design Thinking: Integrating innovation, Editore: Allworth Press, Anno edizione: 2009
Risorsa bibliografica obbligatoriaVerganti R., Design Driven Innovation: Changing the Rules of Competition..., Editore: Harvard Business Review, Anno edizione: 2009
Risorsa bibliografica obbligatoriaStickdorn M., Schneider J., This is service design thinking, Editore: Wiley, Anno edizione: 2009
Risorsa bibliografica obbligatoriaOsterwalder A., Pigneur Y., Business Model Generation, Editore: Wiley, Anno edizione: 2010
Risorsa bibliografica obbligatoriaMoore G., Crossing the chasm, Editore: Harper Business, Anno edizione: 2002
Risorsa bibliografica obbligatoriaRies E., The lean startup, Editore: Crown Publication, Anno edizione: 2011
Risorsa bibliografica obbligatoriaWalling R., Start Small, Stay Small: A Developer's Guide to Launching a Startup, Editore: The Numa Group, Anno edizione: 2010
Risorsa bibliografica obbligatoriaGuillebeau C., The $100 Startup, Editore: Crown Business, Anno edizione: 2012
Risorsa bibliografica obbligatoriaDurand R., Vergne C., The Pirate Organization: Lessons from the Fringes of Capitalism, Editore: Harvard Business Press, Anno edizione: 2012
Risorsa bibliografica obbligatoriaKahneman D., Thinking, Fast and Slow, Editore: Farrar, Straus and Giroux, Anno edizione: 2013

Mix Forme Didattiche
Tipo Forma Didattica Ore didattiche
laboratorio informatico
laboratorio sperimentale
laboratorio di progetto

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
Disponibilità di materiale didattico/slides in lingua inglese
Disponibilità di libri di testo/bibliografia in lingua inglese
Possibilità di sostenere l'esame in lingua inglese
Disponibilità di supporto didattico in lingua inglese

Note Docente
schedaincarico v. 1.6.5 / 1.6.5
Area Servizi ICT