Improving innovation performance through strategic design practices

Innovation is key for companies to prosper, but innovation is challenging. Companies need to cope with rapid technological evolution, complex innovation dynamics, and empowered customers. Research has shown that strategic design practices can play a leading role in overcoming these challenges, steering innovation towards successful outcomes.


This IDE Master Class is aimed at professionals who would like to take a more strategic role in the innovative efforts of companies, and who want to go beyond executing new product/service design briefs. By using a three-step approach for leading and managing strategic innovation projects, this course will teach professionals how to upgrade their existing design practices for strategic purposes, and transform them into powerful innovation drivers. Participants will learn how to use these practices to impact strategic decision-making, win stakeholders’ support, and identify relevant Key Performance Indicators (KPI).

Learning Objectives

During this master class you will learn:

  • a design driven approach for leading strategic design projects;
  • key strategic design practices and some related tools;
  • a way of thinking that combines design principles and business impact.


  • A 3-step process for leading strategic design projects
  • Cases and examples of strategic design practices in use
  • Models of (economic) value generation through design and their use (KPIs)


Giulia Calabretta is Associate Professor of Strategic Value of Design at IDE, TU Delft. She is researching design leadership and how design capabilities and methods can be effectively integrated in the strategy and processes of companies.