This Master Class addresses the success and failure factors in new product development (NPD) with a special focus on the role of marketing. The interactive blend of theory and practice introduces participants to NPD topics including product innovation, new product failure scenarios, best practices for launching new products, and provides hands-on experience on how to build a product and brand portfolio that is balanced and strategically aligned. The Master Class uses case studies drawn from recent innovative product introductions.
During this master class you will:
- understand the techniques of involving users and other stakeholders in design, the role of contextual research in innovation;
- see when contextmapping techniques are useful for gathering insights, and communicating these insights within design teams;
- develop a feeling for the psychological processes of reflection and expression of user experience;
- learn how to implement the technique in your own company.
- Forces in innovation: development of user-centred design from 1970s to present (product-centred, user-centred, interaction design, experience design, contextual design, empathic design, service design); codesign and co-creation;
- the value of user insights for innovation; the communication needs of designers regarding user experience insights; the contextmapping process, its underlying principles (creativity, expressivity); exercise to experience these principles (as user); the information needs of design teams;
- steps in the context mapping process: preparation, gathering, analysis, communication, conceptualization;
- the importance of planning; industrial case examples; exercise in field research (interviewing with a generative toolkit), carrying user insights through to conceptualization; practical guidelines for conducting studies.
Pieter Jan StappersPieter Jan Stappers (1959) is full Professor of Design Techniques at IDE, TU Delft. He is one of the driving forces behind the concept of Contextmapping, with 25 years’ experience of developing tools and techniques for the early design phase. Pieter Jan Stappers will provide the background and theory behind the methods and techniques.
|9:00||Registration and welcome drinks|
|9:30||Introduction and overview|
Presentation of the aim and structure of the course, expectations and backgrounds of the participants.
|10:00||Lecture – The basics of contextmapping|
Presentation of industrial context, developments in user-centered and participatory design.
|11:30||Workshop 1 : Generative sessions |
Group exercise with generative toolkit. Discussion of generative process and facilitation.
|14:00||Workshop 2: Creating a toolkit|
Instruction on principles of creating evocative toolkits; managing creativity and ambiguity. Workshop on creating a toolkit.
Applying the toolkits from workshop 2 in field interviews, documenting feedback for analysis.
|9:00||Workshop 3: Analysis and idea generation|
Performing quick qualitative analysis; documenting insights for use in the design process, on the basis of outcomes of day 1.
|11:30||Presentations: Industry experiences|
Review of a number of cases from industrial practice, focusing on barriers and enables in the organization (about small and large organisations in business and government).
Review of the process, planning involved; skills needed in-house or hired in.
Discussion of cases and questions from participants’ own background.
Participant"It were two fun and intensive days. Learning at such a high speed made me glow for another two days.
Thank you for this experience and the chance to learn!"
Participant"The information-dense program allowed me to learn lots in a short time-span. Also, the basic structure is clear and repeatable, while you can tailor-make it to your project."
How to prepare?
One week before the course, you will receive a homework assignment to get prepared for the master class. Furthermore, it can be useful if you think of a case from your design practice to bring to the course.
Books and materials
At the end of the course, you will also receive literature on the relevant topic (book and/or reader). Handouts of the IDE Master Class will be provided with space for personal notes. All materials provided are included in the course fee.
After the course
Two months after the course a preset consultation timeslot will be offered to all participants to share experiences and consult the Master.