The research results organized according to three perspectives are illustrated during the conference:
• The contribution of creative logics in interpreting the challenges faced in innovation projects; • The role of design narratives in the development of effective briefs capable of activating creative thinking; • The effect of different categories of stimuli on the potential of creative logic and design narratives in framing and defining effective and clear innovation challenges.
The different research lines are discussed and deepened through debates developed in collaboration with Design Thinkers operating in different sectors.
The conference made it possible to answer the following questions:
• How can Design Thinking supports the phase of understanding and defining the innovation challenge? • How can the creative logics typical of Design Thinking allow innovating from the problem framing phase? • How does the integration of different design narratives allow the briefing of innovation projects to be enriched and made more powerful?
• Reframing Innovation Challenges: the Interplay between Creative Logics and Design Narratives Claudio Dell’Era, Direttore, Osservatorio Design Thinking for Business Stefano Magistretti, Research Platform Development, Osservatorio Design Thinking for Business
• Against Userism: A New Manifesto for Design Roberto Verganti, Responsabile Scientifico, Osservatorio Design Thinking for Business