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Workshop: FuturED Envisioning the Design Programme of the Future
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WORKSHOP: FuturEd – Envisioning The Design Programme of the Future





Iain Aitchison

Director, Plan





Prof. Jan-Erik Baars, Head of Design Management, International Hochschule Luzern Design & Kunst

Ferdy Gilsing, Sr. Manager Design Strategy & Innovation, Philips Design

Sabine Junginger, Fellow, Hertie School of Governance & Visiting Professor, Macromedia University of Applied Sciences

Benjamin Schulz, CEO, Service Innovation Labs


Nihan Altug, M.Sc.Student in Strategic Product Design, TU Delft & SI Labs GmbH



Day 1: Tuesday 28 April - 13:30-16:30




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I always thought that the value of design could be further leveraged as an enabler for transformation and growth. It shouldn’t simply be about design, but about how design can influence not just innovation but an entire business strategy. That is what most interests me – the symbiotic relationship between business and design. 
- Ferdy Gilsing




FutureEd is a Design Management Institute research programme that is mapping programme types and curricula; and gaining educator, student and industry perspectives on the future path for postgraduate design education.


This workshop aims to bring some clarity to big questions. What purpose could the design programme of the future be orientated towards? What values, capabilities and skills could the ‘future designer’ emerge with on graduation? In which institutional context could the design programme of the future sit? What knowledge from other disciplines could design students need to know?


After a panel discussion between with leading practitioners from academic, corporate and consulting contexts, we will explore and envision the design programme through a series of creative and collaborative group activities.





Iain Aitchison

Iain Aitchison is director at London-based product strategy consultancy, Plan, where he consults for clients including Bacardi, British Gas, Lenovo, Mars, Samsung, Unilever, Wrigley’s and Yamaha. After years spent directing design research projects in over 15 countries across Europe, Asia, North America and South America; for the past 2 years he been focussed on developing internal education programmes to enhance innovation capabilities of multi-national organisations.



This experience has led Iain to further explore the the challenge of educating designers for more strategic roles, both in the organisational context of mutli-nationals companies and in the traditional university setting. As a result, he is working with the DMI to develop the European leg of their FutureEd programme, advising the D&AD’s New Blood awards on their future scope and structure, and researching new curriculum models for a part-time PhD at the Open University.


In his ‘spare time’ he lectures on design strategy at universities in Finland, Germany, The Netherlands and UK; is external examiner for the MA Industrial Design at Central Saint Martins London and a visiting lecturer on Glasgow School of Art's Master of Design Innovation programme.


Jan-Erik Baars

Currently Jan-Erik heads the BA in Design Management at the University of Applied Science (HSLU) in Lucerne, Switzerland. He also is a consultant, supporting organizations to improve effective use of design. Before founding his consulting firm in 2011, he was responsible for design management at Deutsche Telekom. 
He joined DT in August 2009 after 19 years with Philips, where his last position was Chief Design Officer for the business group Peripherals and Accessories.


He first joined Philips in 1991 after graduating as an Industrial Designer in Wuppertal, Germany, subsequently working as a designer and design manager. From 1998 till 2003 he directed Philips Design’s Branch in Vienna, Austria, being responsible for a diverse service offer.


His design work has won various prestigious design awards, like the Rotterdam Design Award and the IF-award in Gold. He actively writes and speaks about his experiences in the world of design and business and aims to improve the recognition of human centered design, as well as to increase the recognition of design as an essential part of all business doing.


For more information, please also consult


Ferdy Gilsing
Ferdy Gilsing is Senior Manager Design Strategy & Innovation at Philips, responsible for the design strategy portfolio and embedding design thinking throughout the company. He also leads design programs in the area of innovation and consulting.


Gilsing holds a Master in Design Management from the European Institute of Brand Management, specializing in the integration of design into business to improve performance. At Philips he built on this to position design at the core of the management structure and strategic thinking, enhancing innovations to make them more meaningful. He has developed a design thinking program that is being rolled out globally across the company.


Gilsing was educated as an industrial design engineer at the University of The Hague, graduating in 2000. He started his career as a designer in an industrial design consultancy working for several clients. In 2005 he moved to Mars Inc. where he led innovation programs for several brands. Ferdy joined Philips Design in 2010.


Sabine Junginger
Sabine Junginger is an expert in human-centered design. She received a PhD in Design from Carnegie Mellon University in Pittsburgh (USA) after completing a Master in Communication Planning and Information Design. She has contributed to the DMI FutureEd Chicago and had a key role in the 2008 DMI Academic Conference in Paris. She chaired the first DMI track on Design Management in the Public Sector at the 2014 DMI conference in London. She was invited by Chancellor Merkel to participate in the 2nd International Deutschland Forum on Society and Innovation 2015. She is engaged in matters of design education and works with the OECD (Paris), CIDE (Mexico), and NESTA (UK) on these issues. The DMI uses one of her design frameworks to articulate the value of design and design education. She is a Fellow at the Hertie School of Governance in Berlin; a Member of the Advisory Board of Mindlab (Denmark) and currently a Visiting Professor at Macromedia University of Applied Sciences.



Profile of Benjamin N. N. Schulz
Benjamin is a multidisciplinary entrepreneur and previously intrapreneur at Volkswagen, where Benjamin has co-created the Service Innovation Team with the goal to develop a service innovation process and explore radical innovation in mobility.


He has co-founded Service Innovation Labs, an external R&D Lab and company builder for the service industry. Service Innovation Labs is working with leading brands to implement rapid and radical innovation processes at large scale organisations.


Benjamin studied at five universities in disciplines of design, business, and technology, at AALTO University in Finnland, Politecnico di Milano Italy, and KISD in Germany.




Nihan Altug

Nihan is a Master student in Strategic Product Design at the Delft University of Technology in the Netherlands. Currently, she is graduating at Service Innovation Labs in Berlin. She studied industrial design in Northern Germany at the Muthesius Academy of Arts and Design and did an Erasmus exchange in Istanbul at the Mimar Sinan University of Fine Arts. During her bachelor studies she obtained a deep understanding of design and engineering. Upon these fundamentals she builds up the business aspect through her master studies. She applied and further developed her skills through her Erasmus internship at the design consultant agency npk design in Leiden. She also participated three times in the worldwide student design competition – Formula SAE for the teams of TU Delft and UAS Kiel. With her multicultural and interdisciplinary work experience she is able to slip into different perspectives and give a diverse range of inputs to projects.

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