Hunt through Design-driven Innovation, let’s find and study the right clues.

Now that we have prototyped and set up a proto-service, it is time to start studying business models, innovation, and business cases. we will do this thanks to a mixture of several modules starting today with Design-driven Innovation module run by Claudio Dell’era and Ilaria Durante.

The Design-driven Innovation module aims to enrich the capabilities to envision innovative scenarios and to lead transformations. The approach embedded in Design-driven Innovation is abductive, iterative, and intrinsically oriented to forecast new possibilities. Above all, this perspective fosters human-centered orientation because it focuses on values and user needs to end up with meaningful solutions. An increasing number of firms, in fact, have recognized the importance of Design-driven Innovation as a means to achieve sustainable competitive advantage. This is the reason why it is adopted in the teaching program of the Specializing Master in Service Design.

Today, the students analyze innovation and competitive advantage, exploiting desk research on a case study assigned to each group. We will soon touch upon Design-driven Innovation mindsets and processes; considering “envisioning”, “sparring” and “clashing” as Keywords. Finally, we will probe it thanks to personas and ”moment of meaning” along journeys.