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At the heart of the conference lie highly-interactive masterclasses, two to three hour workshops to explore and practice latest methodologies and develop new skills. They are led by well-known practitioners and senior-level leaders in their fields. They provide you with a range of proven concepts and useful service and business design tools.

NOTE: After purchasing a ticket, we will inventory your masterclass preferences. Due to a maximum capacity per masterclass, allocation will be based on date of ticket purchase.


Friday, September 17 / Saturday, September 18

Friday, September 17

 Masterclass 1 'Systemic design – combining design with systems thinking'

Masterclass leaders
Kristel Van Ael (N
amahn) 
Koen Peters (N
amahn)

Description
When service design challenges expand in scale and complexity to a ‘system level,’ user-centred design methods fail to match the required complexity. Such challenges can be addressed by combining the conventional design practices with systems thinking, an approach that looks at the interconnections between the parts of the systems and the emergent behaviour arising out of the interactions. For designers this ultimately leads to considering products and services as leverage points towards the desired change.

But systemic change requires intensive co-creation with the actors in the system and for this you need a comprehensive methodology and hands-on tools. As this was not available in 2016, Namahn and shiftN created the Systemic Design Methodology and Toolkit, a methodology and set of about 40 canvasses based on academic research and frameworks. In the meantime, it has been endorsed by the Systemic Design Association and further developed in collaboration with the University of Antwerp, the Ontario College of Art & Design University (OCAD), and MaRS Solutions Lab, a Canadian public and social innovation lab. The toolkit has been taken up world-wide and served as a basis for multiple derivatives.

In this interactive masterclass you will first be presented to the overall methodology of the Systemic Design Toolkit. Then you will look deeper into three of the tools: the Intervention Strategy canvas, the Intervention Model technique and the Paradox Cards. You will explore them hands-on, based on a case.

Who may benefit from this masterclass?

This learning activity is for designers and non-designers interested in understanding how to foster change in organisations and society.

Key takeaways will include how to:

  • Intervene in a system on different levels

  • Combine your interventions in a way that they reinforce each other

  • Embrace the paradoxes in the system

Scheduled
Friday, September 17, 15:00 - 18:00

 

 Masterclass 2 'Prototyping new organisational dynamics'

Masterclass leader
Joumana Mattar (Adecco Group)


Description
The last 2 years have disrupted our personal and professional landscapes and have left us struggling to cope with uncertainty and change. Teams feel disconnected from organisational purpose, and processes are being moved online without really taking into account the different contexts and evolving human needs.

In this masterclass, you will identify the key elements of an organisational culture and prototype rituals that will create space for new stories and interpersonal dynamics. You’ll reflect on their impact at an individual, team and organisational level. Joumana will share tools and best practices from her 15 years of experience. Together with other participants, you will combine your skills as designers and facilitators to become agents of change. Join to prototype with curiosity, intentionality and kindness!

You may benefit from this masterclass if

  • You lead a multidisciplinary team

  • You are a coach or facilitate processes with multiple stakeholders

  • You consider yourself a “cultural champion”, promoting transformation within your organisation

Key takeaways will include how to:

  • Identify which dynamics are dominant in your organisation

  • Consequently design and implement a ritual that is relevant to your context

Scheduled
Friday, September 17, 15:00 - 18:00

 

 Masterclass 3 'Designing for social innovation – Value Design Framework'

Masterclass leader
Pelin Gültekin (Philips Experience Design)


Description
As humans, we face societal problems at various levels. These problems are complex, multifaceted, and usually require the collaboration of multiple stakeholders to generate solutions. It is increasingly recognised that the design profession can provide problem-solving approaches and thinking styles suitable for dealing with ill-structured problems and solution-finding.

How can we guide individual professionals and teams to design in this new context, where a complex network of value exchange relations is at play beyond the focus on end-users? How can we approach the fuzziness in the front-end to make it actionable?

In this masterclass, you will develop a concept by applying it in a societal problem context. You will be introduced to the Value Design Framework and create a solution that takes into account the business model and the roles of the stakeholders. You will apply business modelling to design concepting to define the stakeholder network around the solution, reduce unknowns and bring conflicting stakeholder perspectives to the surface.

Who may benefit from this masterclass?

  • Design practitioners interested in using business model thinking in design concepting and including stakeholders in the design process as solution partners

  • Professionals working at organisations looking to address a social need by including other people and organisations to create a more impactful solution

  • Anyone interested in the intersection of design and business modelling and implementing design methods in multi-stakeholder participatory design sessions

Key takeaways will include how to:

  • Get to know the essentials of implementing business modelling in design processes

  • Familiarise with the challenges of designing for social innovation and how to approach the issues

  • Practice a participatory design method for designing with stakeholders

Scheduled
Friday, September 17, 15:00 - 18:00

 

 Masterclass 4 'Measuring what matters'

Masterclass leaders
Silvia Calvet (King)
Itziar Pobes (IED Barcelona)


Description
Do you feel that you might be lacking some critical information when making strategic decisions? This hands-on masterclass is aimed at senior executives, and senior design and product leads willing to match metrics, insights and strategy —or at least are willing to change how their current organisations understand value and structure decision-making.

Typically, businesses decide based on metrics and measure what is available. However, metrics are tricky: they tend to focus on what is easily measured. As a result, decisions are biased towards technology and short-term, small-scope changes and no innovation. Designers and researchers do bring qualitative and ethnographic data from customers. Unfortunately, those insights do not reach the metrics dashboard, and so, a big chunk of customer context and insights are not considered in the decision making process.

In this masterclass, you’ll learn how to evaluate your current data mix, how to generate new indicators & how to pair them with insights, so your decisions are finally grounded.

Who may benefit from this masterclass?

  • Executive managers interested in unbiased metrics to improve decisions on innovation

  • Performance managers and research managers looking to connect qualitative insights and quantitative data in their organisational dashboards for better strategic decision-making

  • Design managers and senior leads developing new strategic directions and guiding their teams through any major change

  • Product designers craving for better data to inform decision-making and prioritisation

  • Service designers itching to introduce service-centricity in product organisations

Key takeaways will include how to:

  • Understand different definitions of value and how they are relevant to the organisation

  • Explain to the organisations why those definitions are relevant and what type of value is systematically being ignored

  • Propose indicators —and collection methods— for the types of value that are currently not measured in their organisations

  • Redesign their team or organisation dashboards by including product and service metrics side by side

Scheduled
Friday, September 17, 15:00 - 18:00

 

 Masterclass 5 'Embracing reflective practice'

Masterclass leaders
Grace Ascuasiasti (Eventbrite)
Marcela Machuca (Nordea)


Description
Developing a practice of reflection can help all professionals who want to think at a deeper level, question their own approaches, challenge assumptions and gain self-awareness. Finding the time to reflect might be difficult, as designers we are going through constant change, learning new tools and skills to face diverse challenges in our projects, these constant changes and learnings are what makes reflection fundamental. Everyone can benefit from reflective practice to improve their work, both as an individual and as part of a team.

Reflective practice is already embedded in the design process. Donald Schön, philosopher and precursor of the theory behind the reflective practice, developed this theory from observing designers stating assumptions, reframing problems and acting upon learnings. Reflexivity is also becoming a core skill embraced in other contexts, like agile processes, that incorporate continuous team retrospectives in their ways of working. More recently, academia is integrating reflection as a core skill, they propose it as one of the most relevant for the professionals of the future.

This masterclass will take you through the fundamentals of reflective practice, introducing existing frameworks and activities that you can start using both for individual and team reflection.

Who may benefit from this masterclass?

  • Professionals who are seeking new ways of learning and transferring their knowledge acquired from experience in the field
  • Professionals who are driving processes of change in organisations
  • All designers who seek to challenge their own assumptions to develop their own practice

Key takeaways will include how to:

  • Understand the origins and theory of reflective practice

  • Identify spaces for reflection in your current work routines

  • Learn how to apply reflective practise individually and with your team

Scheduled
Friday, September 17, 15:00 - 18:00

 

 Masterclass 6 'Using speculative design in service design projects'

Masterclass leaders
David de Prado (BBVA)
Nicola Vittori (BBVA)


Description
Futures thinking, foresight and speculative design often seem to be aimed at very strategic, abstract and critical projects and removed from our daily challenges. But nothing could be further from the truth. These disciplines provide us with the mindset and tools needed to address today’s service design projects.

In this masterclass, you’ll use speculative design to create prototypes of future artefacts to provoke thinking and discussion about potential futures beyond what seems possible. You’ll practice a unique way of exploring the fringes of what’s possible and understand their potential and impact.

The masterclass leaders will show you how to use and apply speculative design in your everyday projects. You’ll work in groups with different real-life design challenges, mimicking a service’s conceptualisation process and using different speculative design tools to understand the importance of a futures mindset and its impact on a project.

Who may benefit from this masterclass?

  • Designers looking for a meaningful impact and who would like to shape desirable viable futures
  • Service designers who would like to design more robust services taking into account desirable viable futures
  • Product owners who need to conceptualise products/services more robustly
  • Professionals who need to shape a service in their organisation and would like speculative design tools to do so

Key takeaways will include:

  • Get to know some tools of futures design

  • Create a future-oriented mindset

  • Understand the potentiality of futures design as both a strategic and practical approach

  • Learn a conceptualisation process infused by the future

Scheduled
Friday, September 17, 15:00 - 18:00

 

 Masterclass 7 'Designing for a better world - the Positive Impact Framework'

Masterclass leaders
Emma Schalkers (Koos Service Design)
Hidde Burgmans (Koos Service Design)
Chris Lueb (Koos Service Design)


Description
In the past decade, service design has proven to be useful in tackling the significant social and environmental challenges we face as humanity. Nowadays, more and more designers and companies are shifting their focus towards generating a positive impact on the world we live in. In doing so, we often face difficult questions when designing for positive change. Who will benefit from this positive change? When is something positive? How do we as designers deal with conflicting interests? Should we design an excellent service for a user that might trigger unhealthy long-term behaviour?

This interactive masterclass will help you and your organisation build your own positive impact strategy using the Positive Impact Framework (PIF) created by Koos. The framework will touch upon how to define, create and measure positive impact. This session will help you break out of focusing mainly on customer needs and start creating more positive impact.

You will follow a step-by-step approach to identify your company's potential for positive impact by identifying your target groups, core capabilities and the different roles in your company to which this applies. Afterwards, you will take the first steps to set clear KPI's for your goals based upon your newly created strategy. In this masterclass, you'll accelerate the positive impact we could and should have as a community.

Who may benefit from this masterclass?

  • Everyone (e.g. designers, managers and researchers) striving to make a positive impact in their work
  • Teams looking for a shared understanding of positive change
  • Teams craving to better define and structure their long term challenges for creating responsible innovation
  • Teams formulating metrics to define progress on social and sustainable goals and balance these with business goals

Key takeaways will include:

  • An introduction to the framework and inspiration for the accompanying mindset change

  • Identifying your potential for positive impact (target groups, abilities etc.)

  • A first draft of your own Positive Impact Framework

  • Steps to implement the framework in your way of working

  • Inspiration and best practices on what this framework can bring to your organisation

Scheduled
Friday, September 17, 15:00 - 18:00

 

Saturday, September 18

 Masterclass 1 'Forging resilient designers'

Masterclass leader
Rebecca Price (Delft University of Technology)


Description
Designers are celebrated for being highly adaptive and creative practitioners. After all, designers identify and solve problems continuously with whatever resources are available. This is the main reason why design has become a much sought after capability by organisations competing in saturated market places where legacy counts for nought. But there are inherent challenges within the design process that - when poorly managed - are misunderstood or unacknowledged, making design a particularly stressful activity.

This masterclass introduces service designers to the emerging concept of designer resilience. Designer resilience is defined as the ability to bounce back from setbacks, handle critique and negotiate uncertainty during the design process. Being able to recover and adapt is pertinent as a quality for designers, especially in a systemic context where non-causal links ensure that change is a difficult target, no matter how urgent.

This masterclass merges the contextual challenge of systemic design with the psychological construct of resilience to explore tools and techniques to help you adapt in challenging problem spaces.

Who may benefit from this masterclass?
There are no prerequisites for this masterclass. It is specifically designed for (service) design professionals dealing with uncertainty, resistance and misunderstanding, and who are interested in building resilience, handling critique, and bouncing back and adapting.


Key takeaways

  • You will learn how a systemic positioning of design increases complexity, thereby requiring resilience from you as a designer
  • With the right tools and techniques, you’ll feel more confident in adapting to challenging problem spaces

Scheduled
Saturday, September 18, 15:00 - 17:00

 

 Masterclass 2 'Shaping the future'

Masterclass leaders
Jorge Hernandez (Manyone)
Kate McElroy (Manyone)
Adam Walker (Manyone)


Description
Shaping the future requires working in a radically new way. Solutions that once took months or years to develop are now prototyped, adapted, and brought to market faster — sometimes in a matter of weeks. At the same time, long-term challenges like climate change, pandemics, market shifts, and attention to ethics change the world on a global scale.

To make headway in such complexity, designers of all types need to work more closely together. We need to be less about flattening disciplines and more about openness and collaboration. For example, designers need to become strategists and strategists need to become designers. When these capabilities work in concert, it builds a shared worldview, a collective intuition, that allows teams to move with unprecedented agility, speed, and precision.

In this masterclass you will get to know ‘The Worldview Design Principle’. This is Manyone’s approach to help teams align on an opportunity, determine a common point of departure, and know, almost by intuition, what direction to go when navigating the unknown. Based on data and insights, this principle sets the direction for focused innovation and adaptive design processes.

You will practice the principle in more detail, by exploring ‘The Sustainable Markets Initiative’, a collaboration between Manyone, His Royal Highness The Prince of Wales, his charity The Prince's Trust and backed by a group of the world’s leading organisations. The aim is to get to think in fragments - to demonstrate the pitfalls that come with lack of context - and to find out why the worldview approach is necessary.

Who may benefit from this masterclass?

  • Attendees who are interested in sustainability driven projects and initiatives

  • Designers who are looking for more context driven processes and methodologies

  • Senior executives interested in using design to create a more innovative culture

  • Senior managers and lead designers who are leading innovation and design teams

Key takeaways will include how to:

  • Familiarise with Manyone’s Worldview Design Principle

  • How to responsibly frame challenges and align stakeholders

  • How to uncover opportunities and blindspots earlier in the design process

  • Explore ways in which design can lead to further innovation within your organisation

Scheduled
Saturday, September 18, 15:00 - 17:00

 

 Masterclass 3 'Designing for transformation'

Masterclass leader
Puja Parekh (Just Eat Takeaway)


Description
Large organisations often need to shift their internal organisation structures, roles, and ways of working to adapt to the fast-changing expectations of users. As change-makers, designers are no longer only designing for our end-users. Our success is also determined by how we can influence our stakeholders and their work, as well as how we remove boundaries or create new organisational structures to facilitate change and deliver value.

The challenge as (service) designers often stems from the lack of unity across the organisation to see things through a shared lens. This is often due to the vantage point of our stakeholders and where they sit across the organisation. How might we empower people and teams from different levels across the organisation? How might we flip power dynamics to come up with unexpected and new ideas that truly transform how organisations change and deliver value to users?

This interactive session will allow you to reflect on how we transform organisations through a series of role-play exercises and prompts. Through scenarios and dialogue, you will explore your own design and engagement methods, the impact of power dynamics, and how you can define preferable outcomes in an age of digital transformation.

Who may benefit from this masterclass?

  • Change-makers doing (service) design work in large, scaled, siloed organisations with lots of stakeholders
  • Designers who want to reflect on what transformation means, who it impacts, and who should get to decide
  • Design consultants working for large organisations that are looking for the right advice and support to make change happen

Key takeaways

  • Reflect on organisational change practices and on how different design methods can lead to different outcomes
  • Reflect on how to flip power dynamics to make good decisions on how we, as designers, might consider the impact of our engagement methods with preferable outcomes
  • Consider alternative ways to trial and test our decisions to become more aware of the outcomes we are designing for

Scheduled
Saturday, September 18, 15:00 - 17:00

 

 Masterclass 4 'Sense making with visual thinking: Draw it out!'

Masterclass leader
Cornelia Brezing (Everis)


Description
This masterclass explores how drawing and visualising can help us communicate, understand and create shared understanding in our complex world. Drawing is a quite complex process: it might start with seeing or perceiving, mentally making sense of what we see, convert this sense into shapes (taking tons of intuitive decisions about these shapes), which allows us to then put pen to paper and create the drawing. And the process has its own feedback loop: We then perceive our own drawing, integrate what we see into our mental model and make new, deeper sense of it.

The ability to draw is innate to all of us, and we can all practice drawing to become better sense makers. This masterclass is the place to start the habit!

We'll begin with exercises and tips and tricks to become aware of useful strategies we apply when drawing. We'll also discuss how and why visualising is so helpful and different to expressing ourselves verbally. We'll then go further and experiment with drawing together: having a visual conversation to share the process of sense making, thus creating a shared understanding of our mental models. An interactive masterclass where we will draw a lot. Absolutely no drawing skills needed.

Who may benefit from this masterclass?

  • Service designers and business designers, curious to explore visual thinking as a means to understand and empathise
  • Product owners looking for new ideas on how to share insights with team members and stakeholders
  • Workshop facilitators interested in fresh ways to get participants to dig deeper and share in meaningful ways
  • Anyone who needs to break down complexity to navigate current challenges
  • Anyone who tends to draw on napkins and wants to take this habit to the next level

Key takeaways will include:

  • Understand the benefits of drawing for sense making

  • Explore how visual thinking triggers our ability to grasp and communicate the essential

  • Hands-on exercises for individuals and teams

Scheduled
Saturday, September 18, 15:00 - 17:00

 

 Masterclass 5 'Designing shared urban experiences'

Masterclass leaders
Filippo Lodi (UNStudio)
Beata Giermasinska (UNStudio)


Description
Urban communities are the catalysts for creativity, knowledge sharing, and progress. In order to enable those values in the urban context, the new approach should push forward concrete initiatives to remove barriers, and unleash the human creative potential.

As lockdowns ease, the legacy of the coronavirus — and the changes it has inspired in urban spaces— highlights the need for cities to adapt to this new reality. To embrace new perspectives, cities need to embrace a holistic approach that bridges business, technology and social values.

In this co-creative masterclass, we will consider key questions around inclusivity in cities and how we can design meaningful, everyday experiences on urban scale. The UNSx team will show their approach to design for the shared value. Based on the presented process & tools, you will co-create with other participants the principles for inclusive urban practice.

Who may benefit from this masterclass?

  • Interaction and service designers, especially those who deal with spatial context, solutions on building or urban scale

  • Representatives of governments, urban bodies

  • Architects, urban planners, real estate developers

  • Professionals interested in social design

Key takeaways will include how to:

  • Understand how experience design methodologies should work alongside urban and architectural practices to enable change

  • Reconsider the values proposed by urban planners, city makers, architects

  • Recognise the need for use of system thinking rooted in empathy to enable inclusive cities

Special information for the participants
If possible, please bring a tablet or laptop, the workshop will have a small desk research component.


Scheduled
Saturday, September 18, 15:00 - 17:00

 

 Masterclass 6 'Design for fairness in AI'

Masterclass leaders
Dasha Simons (IBM)
Rossy Nhung Nguyen (IBM)


Description
Artificial intelligence (AI) is an emerging field that unleashes massive new (business) opportunities. The potential growth and broad application of AI technology have great economic benefits, however, also severe societal implications. With AI increasingly impacting our lives, questions of values and ethics are becoming more urgent, as AI systems can be negatively biased and their decision processes non-transparent. To make AI systems more ethical, abstract concepts such as fairness and values need to find their way into the fast and agile development of AI.

Design plays a prominent role in trustworthy AI. Its approaches and mindset supplement the ethical perspective and can stimulate ethical uptake in AI creation and use. During this highly interactive session, we will dive into the world of trustworthy AI and discuss the extraordinary challenges our clients and industry face. The format is a combination of a talk and workshop in which discussions are provoked, and ideas will flow.

Who may benefit from this masterclass?
Are you curious to know what you can do to proactively design for fairness in AI? Then this masterclass is for you! No prior knowledge of AI development is necessary. We invite all designers, managers, data scientists, researchers and more to this interactive talk, discussion and workshop!


Key takeaways will include how to:

  • Key trustworthy AI pitfalls

  • Ethical decision moments in its development and which questions to propose

  • Mitigation strategies with practical tools and handles to apply during ideation, development and testing

Scheduled
Saturday, September 18, 15:00 - 17:00

 

 Masterclass 7 'Make the impossible seem possible'

Masterclass leaders
Blaise Galinier (BBC)
Sarah McColl (BBC)
Alice Gregory (BBC)


Description
Designing is just the first part of the journey to delivering successful services. Bringing those services to life comes with organisational, technical and cultural challenges that many might not realise, design thinking can help resolve.

This interactive session introduces three activities inspired by world-renowned BBC content that will help you develop some of the most important skills for bringing services to life.  First, you will develop your approach to uncover the best information and keep stakeholders up to date like the hottest radio DJs. You will also learn to make the impossible seem possible and inspire people from our world-renowned nature documentaries. And finally, use the ideas behind the Glastonbury festival to bring people together around a powerful shared moment and align them on the journey to deliver a successful service.

You will leave this session able to build a more innovative, efficient and joined-up culture in your organisation that will make it more possible to bring services to life.

Who may benefit from this masterclass?

  • Everyone aiming to create change (e.g. designers, change managers, researchers, business analysts)
  • Designers looking to increase their impact and ensure their designs become a reality

Key takeaways will include how to

  • Use the activities inside your own organisation
  • Better understand your project landscape
  • Make the impossible, possible
  • Align teams around a shared vision
  • Shake up your mindset and apply your design skills to overcoming things currently seen as blockers

Scheduled
Saturday, September 18, 15:00 - 17:00