Donald Norman: Design Driven Transformation for the 21st Century​

Oct 11 2017 - 5.30 PM - Bologna Business School - Villa Guastavillani - Via degli Scalini, 18 - Bologna

Donald Norman, father of the human-centered design, director of the Design Lab of the University of California and former Vice President of Advanced Technology at Apple, will be hosted by Bologna Business School to talk about the possible methods of transformation of companies through the design driven. 

21 Century Human-Centered Design is a way of thinking that can be applied to almost any company field and that focuses upon several key fundamentals:

  • solve a problem starting from its core
  • focus upon people, either they are customers or employees
  • treat the problem as a system: cohesive, comprehensive, coherent
  • experiment new ideas rapidly, learn, modify.

Although the way of doing business is changing, automation is increasing  and new business models dramatically different from the previous ones are spreading, the people are still the key.

In this transformation context Design Thinking is essential and even more important is knowing how to translate design in action. Companies that wish to embrace this way of doing business must become design-driven companies.

Norman graduated in Engineering and Psychology, he is cofounder of the Nielsen Norman Group, a consulting firm specializing in user experience, professor emeritus of the University of California of San Diego and at the Northwestern University, he taught at the most prestigious Universities, including Harvard University and the Korea Advanced Institute of Science & Technology.

at the Korea Advanced Institute of Science and Technology. He published various studies and articles translated into twelve languages, he is also the author of “The Design of Everyday Things”, a milestone of design and ergonomics.

During the event will be presented the Executive Master in Business Innovation Design, the new programme of Bologna Business School which aims to train managers and professionals who want to transform the opportunities given by innovation into business objectives, combining managementpeople intelligence and enabling technologies.


5.30 p.m. Welcome 

Flaviano Celaschi, Full Professor of Design of Industrial Product, University of Bologna and Scientific Director of the Executive Master in Business Innovation Design, Bologna Business School

6.00 p.m. Design Driven Transformation for the 21st Century

Donald Norman, Professor and Director of the Design Lab, University of California

7.30 p.m. Closing remarks


Giuseppe Padula, Consultant and Technology Coordinator Executive Master in Business Innovation Design, Bologna Business School

The event will be held in English

The event is free up to availability. To partecipate please register using the form.



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