Fuzzy Front End and Designing Towards a Raison D'être

Presenting a newly developed design course, reflecting on it, and extracting important learning towards understanding differences between Novice and Master designers. New methods and techniques are being introduced, among others, the VIP approach, or Vision in Product Design, the Saturday Special Edition as an alternative format to collect and present results from design analysis, and a comprehensive process to move from a company’s Fuzzy Front End of Innovation to a concrete product concept for that company. A word of appreciation and gratitude to the colleagues of PO3, in particular to Matthijs van Dijk for co-designing this course, and Pieter Desmet, Evelinde van Dorp, Mariska Rooth and Myrthe Yeh, for their great energy and inspiration while implementing this new course.