Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2020/2021
Scuola Scuola del Design
Docente Cautela Cabirio
Cfu 6.00 Tipo insegnamento Monodisciplinare

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

Obiettivi dell'insegnamento

The aim of the course is to transfer skills, instruments and approaches for understanding (and practising) design and service design strategies.
The cut that is given to the course considers the reference context (the Integrated Product Design study programme), therefore it places at its centre the product, intended as the important part of a system with a wide and articulated offer. The object of the strategic design project is, in fact, the product system, namely the set - organic and coherent - that includes the product, services and communication which, all together, express identity and position (namely the strategy) of a company in a reference context (market). The product, on the other hand, is often a service support or activator and, as such, it will be presented and investigated during the training road.

Risultati di apprendimento attesi

- know and understand the dynamics of competition in markets and the company position strategies;
- can apply the skills they acquire to identify possible product innovation strategies and their implementation;
- can apply instruments acquired when reading and planning services and user-centred experiences;
- know and understand the instruments, methods and approaches of strategic design and service design.

Argomenti trattati

Brief Introduction

The course aims to transfer knowledge, tools and approaches to understand and practice design as a strategic weapon.

The main perspective takes in account the specific context - the Integrated Product Design Master degree - and so considers and starts by the product as the main offering part of a whole offering system. Moreover strategic design considers at the center of the attention the product-service system intended as the integrated system made by products, services and communication that companies and organizations leverage to build the brand identity, to position it, to serve the market and to create value for the stakeholders system.

Product is considered in both terms: as value and utility asked by users to fulfill a specific need; on the other hand product is considered as a service enabler where the distinction between tangible and intangible offering parts blur.

The course specifically starts with the basic concepts of strategic design and then considers how the digital transformation impacts the way companies manage design strategically and creates value.

Strategic design is framed indeed according to different dimensions: a way to create differentiation; a process to manage innovation dynamics; an approach to create sense and storytelling in order to entice new users; a way to humanize and boosting the new technology diffusion.

Deep attention will be dedicated to "Design-Driven Innovation" approach and the relative "meaning innovation".


Course goals


Students by the end of the course are expected to:


- frame a business problem with the lens of strategic design

- handle the concept of "meaning innovation"

- understand and distinguish the strategic design approaches in different kind of organizations

- identify design-thinking tools to tackle different business problems

- create a design strategic path given specific business goals


Course organization


The course is characterized by a strong theoretical part and some didactic innovative experiments based on students active involvement. Experiments will be related to user engagement and reframing starting from a brief.

The theoretical part will be divided into the following parts:

- The Thoeries of Innovation

- The Value Innovation approach

- The Paradigm of Design-Driven Innovation (DDI)        

- The basics of strategic design and service design

- Design strategies: goals, business logic, innovation effort

- Design management: pillars and dynamics

- Product-System Design.


For each area lectures will provide:

- main concepts and frames

- business cases

- tools and methodologies.





There are no pre-requisites for attendance.

Modalità di valutazione



The final evaluation will be composed by the following parts:

- Oral: 70%

- Innovation Lab and Experiments: 30%


Course Policy


The course attendance is mandatory. Minimum 80% of the presence is required.


Risorsa bibliografica obbligatoriaRoberto Verganti, Overcrowded-Designing meaningful products in a World awash with Ideas , Editore: The MIT Press, Anno edizione: 2016

Forme didattiche
Tipo Forma Didattica Ore di attività svolte in aula
Ore di studio autonome
Laboratorio Informatico
Laboratorio Sperimentale
Laboratorio Di Progetto
Totale 50:00 100:00

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
This program has been designed to be delivered in the presence of people, hoping to overcome the health emergency linked to COVID 19.
In the event of a prolonged health emergency, the timetable could vary, providing for the introduction (in part or in full) of online educational activities.
More detailed information on the methods of provision and access, as well as the indications relating to security protocols and social distancing, will be available on the University and School website. More details on teaching will be communicated by the teachers in the manner provided.
schedaincarico v. 1.6.5 / 1.6.5
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