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Post Conference Seminar
Design Research & the Customer-driven Innovation Strategy
Fairmont Miramar Hotel
Santa Monica, June 20-21, 2013
Whether you are a Designer, Design Researcher, or an executive leading Design, this class will turbocharge your career by inspiring more reflective, creative and empathetic thinking.
Leading innovation requires we master the translation of data into insight and strategy. DMI has tapped Darrel Rhea, one of the world's authorities in Design Research, to create a Master Class for our global community “Design Research and the Customer-driven Innovation Strategy.” Revised in 2013, this seminar is one of DMI’s most popular and highest-rated seminars.
This is an advanced class for senior managers who need to generate insights to formulate product and business strategies. This ambitious seminar is not a basic "tips and tricks" innovation methods class. Two days of advanced content will challenge your thinking, provide you with new frameworks for creating insights to drive innovation, and encourage you to become a more effective leader. It will require active participation, and the format won't allow for multitasking.
The class will cover 6 key areas:
Becoming Insightful As professional knowledge workers, our effectiveness is limited by our ability to generate and apply insights. While most of us engage in research activities of some kind, our success with research depends less on the methods for data collection, and much more on how we use the data to generate insights that guide design. It is what we do with research data that counts. Yet we seldom stop to consider what an insight is, or consider the mental processes we use to create insights.
This class examines the fundamentals of how we think, how we question, how we formulate and apply research insights. How can we can become world class in the domain of insights? How can we become more reflective, empathetic, deeper thinkers? What disposition, attitudes or practices are required to be truly insightful? How do we create an environment for our teams that nurtures deep insights?
Becoming an Insightful Leader We also consider how the context for organizational leadership today is shifting and the ways leaders are being challenged to respond. We then place research, insight and design activities within this context, and look at how we can be more effective leaders. We will explore how we can lead a design process that creates breakthrough insights and breakthrough design. What is the relationship of "Design Thinking" to generating breakthrough innovation? How can we use "Systems Thinking" to create a new architecture of the problem? How do we break past the constraints of old modes of thinking?
Becoming an Insightful Organization Also addressed will be new ways of understanding organizational proficiencies in developing insights for innovation. What makes an organization "world class" at insights? What are the capabilities that distinguish the best of the best? How can we define insights in a way that helps us focus and prioritize our development and research resources? What is the case for human-centered or customer-led design? How is the field of design evolving and how are insights relevant?
Leading Strategy We all consider strategy as an important component of our professional endeavors, and discussions about strategy and its relationship to Design, will be included. What is strategy? What is Design's unique contribution to strategy? How can designers (or executives who use Design Thinking) lead or be a catalyst for strategy? What are the "rhetorical arts" and why are language and conversation skills critical for design leadership?
Leading Innovation
Questions that address innovation will include: What are the different types of innovation? How do differing contexts for innovation shift how we lead Design and formulate Design Research? How do we justify alternatives approaches to development?
Leading Design Research Last but not least, we dig into Design Research issues in detail. Where should we look for insights to drive design and innovation? How can assure we are taking a broad enough view of influences on Design? What are examples of research output for each of the major areas of focus available to us? How should we look for insights? What are the basic methodological distinctions and key concepts for conducting solid research?
Who Should Attend:designers, design research managers and design executives
Registration is limited. You may also register using the pdf registration form. Confirmation will be emailed to you, if you have any questions or difficulty registering online, please don't hesitate to contact us by contacting DMI at dmistaff@dmi.org or +617-338-6380.
Location and Time
Santa Monica, CA, June 20-21, 2013
Thursday 9:00 a.m. until 5:00 p.m.
Friday 9:00 a.m. until 4:30
Fairmont Miramar Hotel & Bungalows
101 Wilshire Boulevard, Santa Monica, CA 90401, Phone: 310-576-7777
Guest-rooms are available at a group rate when you identify yourself with "DMI Design Thinking Conference/Santa Monica https://resweb.passkey.com/go/dmidesign or by phone at 1-866-540-4470. Reservations must be received on or before Monday, May 27, 2013 to qualify for the discounted group rate.
Cancellation Policy
All cancellations or substitutions must be received in writing.
-More than one week before seminar: DMI will deduct a US$100 admin charge and refund or credit the remaining fee.
-One week or less before seminar: No refunds or credit.
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