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How Hard Can It Be?
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Jasper van Kuijk












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Session Description:

Every week Jasper van Kuijk (who is both assistant professor and professional comedian) dissects products and design processes gone bad in a column in the Dutch national newspaper de Volkskrant.


From scrap-wood wallpaper to not-so-silent quiet compartments on the train, from the ridiculous form factors of water taps, to the dangers of using touch-screens in car dashboards – he critiques them all - now and then alternating with a positive note. In October 2016 his columns will be published in a book, but at the DMI conference he will give a visually illustrated pre’hear’ that will make you cringe and laugh out loud at the same time.




Jasper van Kuijk is a comedian, columnist, researcher and designer. He graduated from IDE TU Delft and then worked at for PARK advanced design management. After this he obtained a PhD on how companies deal with usability during product development and is now assistant professor in user-centered innovation at the Faculty of Industrial Design Engineering of TU Delft.

He writes a weekly column for de Volkskrant entitled ‘how hard can it be’ in which he dissects flaws in designs and designing, and a column for the engineering monthly De Ingenieur on technology and innovation.

And he is a comedian. In 2010 - just two weeks before he defended his PhD thesis - he won both the jury and audience award at the highly esteemed Dutch comedy festival ‘Cameretten’. In 2014 he received the ‘Stijgend Applaus Stipendium’ for comedy talent, which he used to develop a theater concert together with a band. He is now touring throughout The Netherlands with his third one-man comedy show.


more Calendar

10/7/2018 » 10/9/2018
dmi: Design Leadership Conference

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