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Scheda Riassuntiva
Anno Accademico 2018/2019
Scuola Scuola del Design
Docente Edelman Jonathan Antonio , Fassi Davide , Perondi Elena , 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

Obiettivi dell'insegnamento

The objective is to train students in the advanced and executive design of a product-service system: from project opportunity identification to the production of ideas, from development to on-field prototyping. The Final Synthesis Design Studio supplies tools that are useful for interpreting the project themes in the widest context of current cultural, social and technical transformations in a critical and personal manner. Students are called to elaborate an original project working in a team, with special attention on the semantic, functional, typological and technical aspects, and also to define the maximum economic feasibility elements.

Risultati di apprendimento attesi

- know and understand the theory and instruments of the product-service project, interpreting the dynamics of multi-cultural and multi-disciplinary interaction;
- can collect the implications of their project choices in relation to company, market, society and environment; create project summaries; present product-service systems using articulate narration; organise prototyping;
- know how to develop and interpret the project themes both autonomously and in a group, sharing and communicating the project choices made, developing attitudes for negotiation, team building, leadership and conflict handling;
- can handle problems not closely related to the themes faced during teaching, transferring the knowledge obtained.

Argomenti trattati

How to drive our passions into an design idea? 

How to develop this idea into an entrepreneurial opportunity around which building an innovative venture?

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


The studio fosters the idea that designers are professionals able to shape their careers in an ever-changing world, leveraging on their hard and soft skills, their capability of managing complex processes with a holistic point of view and their sense of fair leadership when working in teams.


It aims to work on students’s passions to explore: 

- the concept of “design intensive start-up”

- the “bird-in-hand” entrepreneurial principle of effectuation

- the approaches of designing 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. 

- the use of business modeling tools in order to evaluate and size entrepreneurial ideas

All these within eco-systems to be defined - where the emergence of start-ups and new ventures can create business complementarities with incumbent industries or strongly compete with them.


Students will be asked to design concepts of a venture highlighting constraints and opportunities of the corresponding eco-system at each step of the process. 

Inspirations, methods, tools and technological breakthrough will be introduced as triggers to design the new venture. All along the course each team of student will face the design of all the 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 designing a start-up, where some lectures will be taken about concepts of start-up creation, entrepreneurship, designing for new ventures and related design tools (Design Intensive Startup tools, business model canvas, user portrait, etc..)

- workshops on “design methods”, more intense moments in which the students will be asked to apply some guiding methods in order to set up and frame their “design-problem” and to draw their concept of business venture;

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

- roadshows, where the students will create an event “in the wild" to check the narrative and consistency of their business with real customers or early adopters

- pitches and presentations,  simulations of fund raising activities used to enhance the capability of explaining/understanding the basic elements of a business ideas (students will play respectively the role of seeking for money entrepreneurs/founders and investors).


The course starts on September and will end with the exam before the Christmas pause in December: it will be structured on weekly lessons and intensive workshop sessions.

More details, the specific topic of the year and a definitive calendar will be revealed at the beginning of the course in September.


Please Note: The first day of the course is already an operative/working day.


To attend the Final Synthesis Laboratory, students must pass the 1st year laboratories.

Modalità di valutazione

Student will be assessed on both their qualities in detecting the potential of Design in developing business (entrepreneurial factor) and in 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 will derived from these examination and an integration with a written/oral exam on the contents of the whole course program or equivalent, in order to assess personal contributions in team work.


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 180:00 270:00

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

Note Docente
schedaincarico v. 1.7.2 / 1.7.2
Area Servizi ICT