3rd Confence Day D&E 2012

It’s the last day of the conference. We still have very exciting keynote speeches , interesting paper presentations and the long waited award ceremony for those who have written the best paper and presented their paper in the best way. Looking forward to it!


Closing Ceremony

we proudly present the 2012 BEST xxx AWARD … and the winner is

Thomas Troch “Nightlife Journey of Clubbers Inspires Emerging Designers to Develop a Visionary Concept Club”

Ben Hagenaars “Animation Vegetation”

xxx PAPER xxx
Steven Fokkinga & Pieter Desmet “Meaningful Mix or Tricky Conflict? A Categorization of Mixed Emotional Experiences and Their Usefulness for Design”




Great discussions on garbage use patterns and how to stimulate. Thanks Nynke, even before the strategies you suggested on pro-social and pro-self behavior will find its way into product design, we are now well aware that we will not leave our garbage behind when we leave the conference hall.



Session Design Strategy and Innovation 4

Shen Chen from Honk Kong unfolds her story on how to design a brand a brand identity for the traditional Chinese Pu-Erh tea. One remarkable quote is that Pu-Erh tea became so popular that 100 gr of it would cost 20000 $. Definitely worth investigating a brand identity for it, and if you haven’t tried it yet, just do so especially in a Chinese environment to feel the full extend of it.



Session 9D “Process Methodology Tools and Methods”

Last session, last presentation: perfect timing for big issues and even greater design challenges. Nynke Tromp tackles design interventions to increase pro-social behaviour. In addition to many real-life examples, she presents a two-dimensional classification of influence for designed interventions (force & salience) as well as intriguing concepts, and discusses problems that might arise when assessing such interventions.



Session Design Methodology Tools and Methods: Affective Processes

Third speaker, a bright master graduation student at University of Cambridge, Katrina Schoen, tries implicit methods to measure people’s tendencies towards products. She uses an affective Simon task that measures reaction times when people approach or avoid objects. After an iterative process with the use of varying stimulus sets, she is convinced that this task can be used as an implicit method to measure people’s approach/avoidance bias towards/from products.



Session Design Methodology Tools and Methods: Affective Processes

Second speaker, Marco Ajovalasit, showed us how to measure affective responses to vibro-tactile stimuli. His stimuli were vibro-tactile recordings of car wheel vibrations taken over 17 different bumpy surfaces a car had to pass. His method not only included deep engineering tools on how to do recordings but also how to simulate the recordings in a controlled environment. He still intends to improve his method by putting drivers in real life situations on a controlled track.



Session Design Methodology Tools and Methods: Affective Processes

I have been chairing this session, sorry about a late update.

First speaker Sara Colombo gave a framework on how to organize user responses that are on affective and cognitive evils. She also made a distinction of conscious and unconscious responses. Her theoretical framework was inspired by neuroscientific, affective, emotional, and cognitive studies that relate most to product design.



Session 9B “Society and Culture: tiny tasks”

You have all been assigned two tiny tasks [http://tinytask.nl/] on the first day of the conference. Hopefully, you had the chance to do even more by sharing and exchanging tasks with other participants, because … they can boost your happiness! The creator of this playful as well as scientifically-based product-service combination, Hans Ruitenberg, presents some theoretical background from positive psychology and first results from empirical investigations. In short, design can make a difference.



Session 8B “Process Methodology Tools and Methods: Experience”

// experience-driven design + design-driven innovation = experience-driven innovation //
Rick Schifferstein offers a  conceptual framework for experience-driven innovation that takes a company’s perspective and how existing innovation processes might need to adapt into consideration. More information can be found in his paper and at http://www.expdi.org/



Session 8D “Design Strategy and Innovation”

In his experiments, Thomas van Rompay, investigates the role of image schemata in packaging design on the perception of products.



Lunch Discussion in Studio Theatre (J004)

What an honour – having a spontaneous Q&A session with Dr. Michael Apter on “Design and Reversal Theory”



Declan O’Carroll, Arup Associates, took us on a visual and intellectual joyride – a perfect final keynote.



Great one liners from Declan O’Carrol:

“Ordinary people might be better designers than  architects, we should let them do it perhaps.”

“Design is invisible until it fails.”

“You cannot predict the future of design; best design comes from evolution not revolution.”

“An enriched life … (is)… in which the major and the minor coexist that are of equal importance.”




Now we are again in the main theatre watching our last keynote speaker, Declan O’Carrol, an architect and group leader of Arup Associates. Declan is very sensitive to his environment and seeks for sustainable solutions for the community he is designing for. The designs from Arup group seem low-key in appearance but definitely have high impact on both the users and the society. He believes that good design transforms people’s lives! More good one-liners are coming up!



Great talk by Mathieu and Lieselotte with inspiring examples of student works developed by Reversal Theory. The talk was so good that they sang together at the end “together we’re stronger” :) you can expect anything in D&E conferences ;)



Session “Process Methodology Tools and Methods: Reversal Theory”

Liselotte van Leeuwen (Psychology) and Mathieu Gielen (Industrial Design Engineering) jointly present their experience from education on how psychological concepts – in this case Apter’s Reversal Theory – can be made applicable in design. Thank you for sharing inspired and inspiring examples of your students’ design solutions on “Design for Children’s Play”.



Session Process Methodology Tools and Methods: Revearsal Theory

Freija Ruijs is presenting her industrial design graduation project about people who are experiencing negative emotions and cannot be directly helped by products. In her project she aimed to help hospitalized children in the context of EMMA children’s hospital. She is showing us how reversal theory helped her to understand the different emotional states the kids were going thorough and come up with personas that can be used as a design tool. The end result was to create a protective framework for children to feel safe in the hospital with help of a case that kids can use once they are identified as one of the four personas Freije created. The case full of goodies can be used by child care personnel in hospitals.



Session “Process Methodology Tools and Methods: Reversal Theory”

Having a positive experience does not necessarily equate to an experience that is characterized by the presence of positive and the absence of negative emotions. To the contrary, some experiences derive their richness from having positive as well as negative emotions, thus from having mixed emotions. Steven Fokkinga outlines four combinations of mixed emotions that can enrich experiences and how these can be applied in design.



Our first keynote of the day is Clive Grinyer, Director of Customer Experience for the European Innovations Team of the Cisco Internet Business Solutions Group. Like many of the other keynote speakers, Clive is a graduate of Central Saint Martins as well. He is telling us how internet technology innovations can be based on people’s daily experiences with their surroundings and with digital products they are engaged with. He loves simple stories that people tell about the way they use technology and is inspired by them for future solutions. He is quite aware of the gaps in between technological solutions and the ultimate experience aimed to be facilitated by technology and this keeps him busy find better solutions. An enjoyable talk he is giving right now!



Unbelievable, but true: it is already the last day of D&E 2012. Enjoy the grand finale! Keynote Clive Grinyer, Director of Customer Experience at Cisco IBSG, is on stage and draws us into the challenge of designing digital experiences “Magic Mirrors to Wisdom Banks”