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dmi: Symposium Munich Speakers
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dmi:Munich Symposium





    Bayerisches Staatsministerium fur Wirtschaft und Medien, Energie und Technologie
Bayern Design   Munich Creative Business Week
    Macromedia University




dmi: Symposium Munich

45 Years of Impact by Design:

Connecting and Creating Value


BMW World Museum
Munich, Germany
March 11, 2020



Speaker Topics



The Evolution of Design Organizations

Lisa Jackson: VP frog, Europe Region GM


Over the last decade, the way businesses have decided to “source” design teams has changed. An increase in internal designers, the merging of design agencies and management consultancies, and the fusion of design and development are a few factors that drove this change. What are the key insights that we as an industry can take away? How can this evolution help predict the direction of design organizations moving forward?


Lessons From the Hidden Champions

Peter Hache: President Marketing Club Nürnberg

Known as ‘hidden champions’, Germany’s Mittelstand are relatively small but highly successful companies, often world leaders in very specific markets operating in the B2B arena, that are the backbone of the German economy. In his session Peter M. Hache, President of the Marketing Club of Nürnberg will discuss how to build on the lessons of these small and medium sized enterprises (SMEs), master the disruption challenge, and shape new business models to deliver competitive innovation.


Mr. Hache is a former senior Executive at Unilever, responsible for business divisions in North America, Europe and Asia. On top of his Master studies in Germany, he studied at Harvard Business School under Clayton M. Christensen, MIT, and INSEAD. He is the co-founder of ANTICIPACTION.Network and Stratolution GmbH providing advice on strategic business model development and implementation focused on SMEs in Germany and abroad.



Aligning your Organization Around User Value

Johannes Behrisch: Senior Design Lead, Google
Anneke Rietzel: Staff Design Lead & Manager, Google


Two critical factors to create user value in today’s economy are flexibility and alignment within a company. Often they can be perceived as in tension– you either have alignment or flexibility. Anneke Rietzel, Staff UX Designer and Design Manager, and Johannes Behrisch, Senior Design Lead at Google will share how Objectives and Key Results (OKRs) can be used In organizations of any size to resolve this tension and create a roadmap to increase user value. This Breakout Session will give an overview of OKRs as one way to practice management by objectives, what roles Design can play in the process, and how Google came to adopt this system. They'll discuss various examples of OKRs and will conclude with a hands-on exercise where you give writing OKRs for your own company a go!



One Message – One Look - Brand Portfolio Harmonization

Christof Ronge: Global Industrial Design Director, ASSA ABLOY

To stand still is to die. Change gives us new life. Most product portfolios grow organically and over the years they are subjected to a range of different influences, such as customer needs, changes in the market situation, new opinions and tastes, new employees, the incorporation of leveraged buyouts into the overall portfolio... and all of a sudden you’re faced with the reality: your company’s brand image has been watered down! It has become confused, without a clear personality, and without any visual modularity to unify the products. All the strategic price points are occupied, and portfolio development plays out as a battle for price and function. Brand recognition and the ‘feel-good’ factor have been left behind, and the public is losing trust in your brand and its products. Your mission now is to bring about change which will rebuild trust in the brand, generating added value and desirability. The aim is to shift the focus back to your customers and your branding, without taking your eye off the competition – to create something that is unique and provides genuine added value, allowing you to step back a little from the price struggle.



Create Positive Innovation (Keynote)

Melanie Becker: Senior Design Strategist, Noto
Thorsten Frackenpohl: Managing Director, Noto


In a Keynote talk, the Noto team will introduce and share an overview of their 3-year EU funded research project on a process of understanding and creating experiences based on the factors that increase subjective wellbeing. Following their keynote, conference attendees may attend a workshop where they will hear case studies and deepen their understanding of the process.



Create Positive Innovation (4-Hour Workshop)

Melanie Becker: Senior Design Strategist, Noto
Thorsten Frackenpohl: Managing Director, Noto

To create positive experiences, we have to understand the factors that influence how we, as humans, experience joy. For over 3 years the team at Noto, working with additional partners in an EU funded project, developed and tested an innovation methodology based on understanding and creating experiences based on the factors that increase subjective wellbeing. Our subjective wellbeing is influenced by our daily activities, therefore by taking into account how our activities fulfill our needs, designers and innovators by digging deeper in a systematic way, have the ability to design products and experiences that satisfy those needs. In this workshop, you will learn to identify the interplay of materials, skills, and meaning, and their influence on psychological needs. You’ll learn how daily practices can be shaped to create meaningful and positive experiences.



The Future of Design and the Designer of the Future

Heike Rapp: VP Product Design, SAP


The field of Design continues to evolve, begging the question– what do we mean when we say Design? Heike Rapp, the VP of Product Design at SAP will ask the provocative questions we need to consider: Is investment in Design worthwhile? What skills do designers need to cope with the complexity of the world, including new demands of AI/ML, blockchain, AR/VR, ethical considerations? Can we design the future?



Co-creation as a Path to Future Success

Uday Dandavate: Co-Founder and CEO, SonicRim
Frank Brown: Senior Director of Design Strategy, Ford Motor Company


SonicRim CEO Uday Dandavate, one of the pioneers of co-creation in design, and Frank Brown, Senior Director of Design Strategy at Ford Motor Company, will share their experience of envisioning meaningful and compelling future experiences through co-creation. Uday will share insights he has gained from his four decades of professional practice to show how co-creating with stakeholders taps into their values, ethics, concerns, and imagination to produce a meaningful and compelling narrative of desired futures. As a leader in D-Ford, Ford Motor Company’s new human-centered design group; Frank will discuss D-Ford's mandate to collaboratively drive internal change through Human Centered Design. He will provide evidence of the value of co-creation in a fast-changing marketplace where technology and generational shifts are forcing established companies to re-examine their legacies and reinvent their vision for the future.Together Uday and Frank will make a case for co-creation as a way to create shared purpose, motivation, enthusiasm, and preparedness for change amongst various stakeholder communities.


Reframing Perspective: From Problem-Thinking to Opportunity-Thinking

Oliver Szasz: Professor of Digital Media and Communication Design, Macromedia University of Applied Sciences


As humans we are wired to recognize danger, threats, and vulnerabilities first. But that very human response doesn’t work in today’s rapidly changing business landscape. By using a Design-approach to reframe perspectives, organizations of any size can reduce the fear of uncertainty and internal resistance to change by identifying opportunities instead of fixating on problems. In this session learn to:

  • Identify the different decision-making approaches between Business and Design.
  • Understand why Appreciative Inquiry and Design Thinking drive more collaborative and innovative strategic development.
  • Move beyond problem-centered innovation methods by starting with an empathetic understanding of various stakeholders in order to design positive and shared strategies.
  • Change the focus from yesterday/today to an aspirational future.

“Be Your Best” Personal Branding

Gilman Hanson: Executive Creative Director, Hanson Design, Personal Brand Strategist, and Design Leader


Personal branding is about clarifying who you are, who you want to be, and how you want others to perceive you. The “Be Your Best” interactive Breakout Session with Gilman Hanson, Executive Creative Director of Hanson Design will help you define three aspects of your personal brand– brand discovery: identifying your values and personal vision; brand defined: understanding your personal brand though the lens of others; and brand design: working with pictures and key words to develop your personal brand storyboard. You’ll takeaway a better sense of your identity, style, and brand worth for work and play.


Design Management as a Value-Driver for SMEs

Martin Beeh: Founder and Owner beeh_innovation  

Design Management is a powerful tool that can be employed to drive value– and not just for global players and big industry. Martin Beeh, the Founder and Owner of beeh_innovation will share case studies from his work with start-ups, “Mittelstand”- small and mid-size enterprises (SMEs), and known brands that struggle. He’s helped organizations audit design and innovation processes, implement new strategies, introduce game-changing tools, and change corporate culture based on brand building, customer-centricity, and sustainability.


The 12 Ways Design Adds Value

Kevin McCullagh: Founder, PLAN

This session will introduce different roles design functions play within organisations – some being core, some optional. Small breakout groups will then use a diagnostic tool to assess how one design function per group, could grow its influence within its organisation.


Whiskey, Pizza and Productivity: Leveraging the Senses to Create Better Design

Cormac Ó Conaire: Creative Director, Design Partners

We are sensory beings. We experience the world around us through multiple sensory inputs, making complex decisions driven by emotions processed deep in our subconscious. In his session, Cormac Ó Conaire will talk about how the Product Design & Innovation Agency, Design Partners, uses sensory engagement in the design process to create emotional connections between people and the products they experience.



Featured Members
Kevin BethuneKevin Bethune is the Founder and Chief Creative Officer of dreams • design + life

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