Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2018/2019
Scuola Scuola di Ingegneria Industriale e dell'Informazione
Insegnamento 052811 - DESIGN MANAGEMENT LAB
Cfu 15.00 Tipo insegnamento Corso Integrato
Didattica innovativa L'insegnamento prevede  5.0  CFU erogati con Didattica Innovativa come segue:
  • Cotutela con mondo esterno
Docente Cautela Cabirio , Press Brian Joseph , Zurlo Francesco

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

Obiettivi dell'insegnamento
Nowadays, design and design management nurture the organization strategic capabilities to create innovation and the differentiation assets to create value. In the last 20 years, as matter of fact, design has been considered a strategic weapon able to create innovation leaderships, unique positioning, competitive advantages of worldwide leading global companies.
In this course, design is indeed approached: i) with a strategic worth (not just technical), where it informs the organization strategic path and the value creation dynamics; ii) related to a product-service system (and not only tangible offering), where the integration between tangible and intangible offering contribute to create value and differentiation; iii) as a set of cognitive and visualization tools useful to conceive and visualize business model innovations.
The course is a unique journey, aimed at developing capabilities and skills to be handle design-driven innovation, to manage design-related trade-offs, to mould scenarios of innovation and configure new product-service systems and business models. The goal is obtained by a set of ex-cathedra lectures, a project-based learning path, info-graphics and knowledge visualization techniques ad-hoc seminars.
More specifically, the course aims at enabling student to:
  • Understand the “soft side” of competition and organizations competitive advantages;
  • Understand the semiotic soul of products and brands;
  • Open the perspective to increase the range of innovation opportunities through design;
  • Employ creativity tools to shape innovation trajectories and identify innovative scenarios;
  • Understand how to (when and why) apply user analysis qualitative tools;
  • Use storytelling and visualization techniques to champion the innovation within and without (with stakeholders) the
    organization boundaries.


The course fits into the overall program curriculum pursuing some of the defined general learning goals. In particular, the course contributes to the development of the following capabilities:

  • Understand context, functions, processes in a business and industrial environment and the impact of those factors on business performance

  • Identify trends, technologies and key methodologies in a specific domain (specialization streams)

  • Develop new ideas and solutions in business and industrial scenarios evolving over time

Risultati di apprendimento attesi

Expected results will be assessed around three main learning outcomes:

- Trends and Scenario board: where students will be evaluated for their capability to identify technology and social and cultural changing factors that affect the framing, the completion and the reframing of the strategic brief;   

- User analysis board:where students will be evaluated for the depth of articulating user needs/characteristics/attitudes and the capability to represent and visualize "personas" according to concise and appealing frames; 

- New business ideas development: where students will be assessed on their capability to identify promising business lines and embedding that ideas in compelling storytelling.


Argomenti trattati

The course has been designed around three main blocks:

1. Design-driven competition: in this module you will learn how to interpret and steer competitive dynamics through product and service meaning lens. The module focuses especially on the following topics:

o The framework of design-driveninnovation
o Competing and leading innovation through design
o The innovation of product-service meaning
o The role of designer in innovation process
o Managing design and designers in different competitive environments

2. User analysis: in this module you will learn how to use qualitative tools to investigate user. The topics characterising the module are the following ones:

o User observation: the context of observation; the tools of observation; rapid ethnography and shadowing.

o The interview; the in-situ interview; photographic and recording shooting.
o The generative techniques of user activation:participatory design and co-design.
o The representation and visualization of user derived knowledge.

3. Creativity and design based tools: in  this module you will learn how to frame (and re-frame) a design problem and generate findings and learning to proceed along the innovation process. The module will both go through the different phases, activities and methodologies needed to transform an idea into a product-service solution to be launched in the market, and describe the organizational settings and challenges a leader has to face in managing it. The specific topics covered by the modules are the following ones:

o Problemsetting, Problem finding, Problem Framing, Problem Re-Framing o Divergent and convergent thinking
o The product as a “narrative”
o The approach of Product-ServiceSystem (PSS) to innovation
o The concept of design research, the abduction and the serendipity
o Design research outside the project field: blue-sky research
o Opportunity and Orienteering Map


We will use the "Studio-based" learning approach. The course is fully based on a development of an real innovative project, with a brief provided by a company. Classes will be based on team-based and indivudally based interactions with the instructors and his team of assistants.


Modalità di valutazione
The evaluation process will be mainly based on the development of project. Each delivery will have a single assessment.
The final project delivery (in form of report) will be evaluated on the following criteria:
  • The quality and clarity of the analysis, of the solution’s concept, the project plan;
  • The qualitative data and evidence provided to support those analysis and insights;
  • The use of appropriate frameworks, tools, and topics introduced during classes;
  • The logical structure of the report, and its effectiveness in terms of communication (language, visuals, infographics, etc.).
The video and the final presentation will be evaluated on the following criteria:
  • Content: same criteria as above for the report (with, of course, the additional capability to select key messages that can be communicated in a 5 minutes presentation); 
  • Communication: logical structure and communication effectiveness of the video; 
  • Discussion: effectiveness in addressing the questions raised by the audience. Bonus points could be given for significant class participations or contributions to team effectiveness, being the reviews a crucial moment. There will be also a short final individual pral exam to assess the individual's contribution. 


Risorsa bibliografica obbligatoriaRoberto Verganti, Overcrowded: Designing Meaningful Products in a World Awash With Ideas, Editore: MIT Press2, Anno edizione: 2017, ISBN: 978-0262035361
Risorsa bibliografica obbligatoriaRoberto Verganti, Design Driven Innovation, Editore: Harvard Business Press, Anno edizione: 2009, ISBN: 978-1422124826
Risorsa bibliografica obbligatoriaBest K., Design Management. Managing design strategy, process and implementation., Editore: Fairchild Books, Anno edizione: 2015
Risorsa bibliografica obbligatoriaLarry Keeley, Helen Walters, Ryan Pikkel, Brian Quinn, Ten Types ofInnovation: The Discipline ofBuilding Breakthroughs., Editore: Wiley, Anno edizione: 2013

Software utilizzato
Nessun software richiesto

Forme didattiche
Tipo Forma Didattica Ore di attività svolte in aula
Ore di studio autonome
Laboratorio Informatico
Laboratorio Sperimentale
Laboratorio Di Progetto
Totale 150:00 225:00

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
schedaincarico v. 1.9.1 / 1.9.1
Area Servizi ICT