Design solutions are ‘just’ a means to an end. Designers should, first and foremost, design the raison d’être of their final intervention. For this, they need to build a personal vision based on their view of a future world.

This Master Class trains professional designers and other innovation professionals in the design method ‘Vision in Design’ (ViP). ViP is a method that forces you to design the idea underlying your design in great detail, before coming to a manifestation: What exactly is it that you want people to understand, experience or do? In a series of short lectures and exercises, participants learn about the main features and design principles of the ViP process. In this way, participants experience the power of building a personal and fine-grained vision on their design work.

During this Master Class you will learn:
• understand the creative potential of the design method ViP;
• know how to build a perspective on a future world;
• be able to execute the ViP method in any given situation;
• look at design and innovation differently;
• be able to execute the ViP method in any given situation;
• look at design and innovation differently.

Paul Hekkert is full Professor of Form Theory and head of the design aesthetics group at IDE, TU Delft. He conducts research and regularly publishes on the aesthetic, experiential and behavioural effects of products. He is a much-requested lecturer and guest speaker.
Matthijs van Dijk is full professor of Mobility Design at IDE, TU Delft. He is founder of the Amsterdam based design consultancy KVD.