54 students (29 exec MBAs + 25 full-time MBAs), summer elective

Project: Re-designing the Care4Care time-banking service

Collaborators: MDes students from London College of Communication; The Young Foundation

Guest speakers: Clive Grinyer, CISCO Internet Business Solutions Group; information designer Andrew Boag (Boag McCann)

Visits to London design studios: Engine Service Design, Plan Product Strategy, Samsung Design Europe, Sidekick Studios


This year’s elective was the biggest ever with a very lively exec MBA class bringing experience and critical insights to the activities. As in previous years, about a third of the class was taken up with a two-part collaborative project with students from London College of Communication, working together on a real project, the time-banking service being developed by social enterprise Care 4 Care.

The other two thirds of the elective involved structured sessions giving students opportunities to explore design-based methods, hear from leading design practitioners having big impacts on organizations, and critically reflect on readings through class discussion.

Sessions included

  • Introduction to design – understanding designs-in-practice
  • From designing products to designing interactions, experiences, services, and systems
  • Managing designing: Getting value from design practices
  • Design thinking
  • Organising as designing
 (See the 2011 description for more detail on each of these).