building a community of interest and practice in service design
“ViP brings new air into the world of design. Finally a structured approach based on vision, on building the future instead of improving the present, and one that tells designers not to be afraid of their values, beliefs and desires.” This is how Roberto Verganti, author of Design-Driven Innovation, describes ViP | Vision in design: A guidebook for innovators (Hekkert & van Dijk, 2011). ViP is a design
method that first and foremost instructs designers–and innovators of all kinds–to design the effect they intend to have/create with their design. The design itself becomes a means to that end.
During his lecture, Paul Hekkert will explain how the ViP method for design-driven innovation works, and how it can enable designers to take a leading and strategic role in innovation processes. Over the past 15 years, the method has been successfully applied in design education, as well as in many real-to-life projects for industry and society. Examples of such projects will be presented throughout this interactive presentation.
Paul Hekkert, PhD is full professor of form theory at the faculty of Industrial Design Engineering, Delft University of Technology, where he supervises a group carrying out research on our sense perception and (emotional) experience of products. He recently obtained a major grant from the Dutch Science Foundation for a research project on a universal model of aesthetics [2011-2016]. This project UMA is done in collaboration with the School of Design at Swinburne University, Melbourne, where he also is an adjunct professor. Paul is co-editor of “The experience of everyday things”  and “Product experience” . Together with a colleague/designer, he developed an interaction-centred design approach that is widely applied in both education and industry. Paul is co-founder and chairman of the Design and Emotion society www.designandemotion.org and serves as a member of the editorial boards of The Design Journal, Empirical Studies of the Arts, and the International Journal of Design.
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