This year, the MBA Designing Better Futures elective takes place over three days, at Said Business School in Oxford and Central Saint Martins in London.

Highlights include

– A one-day service innovation workshop during which MBA students collaborate with MDes and BA design students from University of the Arts London. This focuses on healthcare and well-being challenges, centred around a new care planning digital tool developed by Digital Life Sciences and their NHS primary healthcare partners. The workshop will help DLS explore how its digital tools can be bundled into new value constellations through which several different actors co-create value together. Methods used will include ethnographic interviews, developing personas for user and carer segments, visualising the service ecology and defining outcomes for the service.

– Guest speaker Christian Madsbjerg, co-founder of innovation and research consultancy ReD Associates and co-author of The Moment of Clarity (2014), on ethnographic and humanities research.

– Guest speaker Kevin McCullaugh of product strategy firm Plan, and commentator on product innovation, such as this recent Fast Company post about the Apple Watch and wearables

– A visit to Barclays’ Design Office at Canary Wharf, an in-house innovation team centred on design principles, customer insight, service design and agile digital product development, hosted by head of design Rob Brown.

The elective combines practical experiences of design methods and innovation techniques, along with key readings and discussion about the value and role of strategic design in organisations and in relation to complex collective challenges such as behaviour change.

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