We like to believe people choose products through logic.
Features. Specifications. Explanation.
But the decision happens somewhere else.
In a part of the brain that has no language.
As designers, we work exactly in that space - between what people feel... and what organisations can explain.
Inside companies, everything needs to be justified: performance, cost, differentiation, return on investment.
And rightly so.
But how do you translate something that is felt into something that can be understood and supported?
In this talk, I'll share reflections from over 20 years of product design - about intuition, trade-offs, and the tension between feeling and reasoning.
When do you follow what feels right?
When do you rely on logic?
And what happens when the two finally become one?

About the speaker
David McMillan is Director of Product Innovation at Joolz, where he leads the design team and shapes the creative direction of Joolz's globally recognised stroller portfolio.
Originally from Scotland, he has been based in the Netherlands since graduating from the Glasgow School of Art in 1999.
He started his career in leading design consultancies before moving in-house into the juvenile products industry, gaining experience across Europe and China in close collaboration with engineering and manufacturing teams.

This event will take place OFFLINE only on Wednesday 3 June 2026.

This event will be held at Se7en restaurant. You are welcome to join us for a preliminary dinner from 18h - 19.30h (own cost of €25 at start), please indicate this at least three days in advance when registering.

Participation in the lecture is free for members and this time also free for non-members, 7.30pm to +/- 9pm.