Design Thinking: How can design lead to innovation and drive change?

Discover methodologies in design thinking through diagnostic & real-world problem solving with Ms. Aurélie Marchal, a true pioneer in design thinking.

Event Details

Three 2-hour virtual roundtable Sessions starting March 21st


Ms. Aurélie Marchal, Founder of am-designthinking

After more than 10 years in the banking sector, mainly as an internal auditor, Aurélie studied creativity and design thinking and subsequently founded her consultancy dedicated to participatory and creative change management. am - designthinking’s mission is to support companies in their goal of reconciling quality of life at work and collective efficiency. It operates on four key levels: strategy, organization, management practices and the workspace.

She is a true pioneer in design thinking in France and Europe.

Her clients include organizations such as: Orange, Allianz and Axa


  1. Understanding how Design Thinking can help to find solutions for innovation and to drive change
  2. Increasing knowledge and up-to-date practices of Design Thinking
  3. Learn from “real life” examples how Design Thinking is applied and implemented

Brief Description:

Design Thinking is aiming to synthesize analytical and intuitive thinking.

It is about taking a problem and then finding a solution. But how is it different from other problem solving methodologies? In early days the process was used mainly while designing products. Today ttthe methodology has evolved and it helps to design service experience and to reinvent organizations and to drive change.

The starting point is the user or customer and their needs. The process encourages understanding the problem to empathize with the user, observing and gathering insights of user needs before proposing a solution. Design thinking encourages fast prototyping and early testing which however varies a lot from one product or industry to another.

Design thinking can help to humanize and simplify even complex processes and technology and to help to understand the customer/user experience. In some particularly sensitive environments (like hospitals or senior care etc. the design thinking can help to come up with solutions that truly differentiate offering and drive customer loyalty and satisfaction.

As an example Airbnb came up with their successful business model only after integrating design thinking. Airbus with their new Airbus 350 integrated design thinking in defining their customer experience. Samsung transformed their organization from low-end technology consumer product company to a leading customer experience design company. The designer of Samsung had to imagine a new design for engineers as well as for users.

These are just few examples of Design Thinking management in organizations.

At the meeting sessions the following issues will be addressed:

  • Design Thinking; process, organization and management

What are the consequences of adapting design thinking for the whole organization? What would be the ideal organizational position of DT Director? What is the relationship of internal R&D and Product Development teams?

How to push people beyond their traditional functional roles?

What is the role of top management in design thinking? What are the specificities and key success factors to build and to obtain financing and/or budget for DT projects? How Design Thinking fosters change?

What is the impact on organizations ability to thrive constant (what ever that means) change?

  • Impact of Design Thinking

How to demonstrate the added value of Design Thinking? How to foster the user/client experience? What are the difficulties in detecting unconscious and unexpressed client/user needs? What are the challenges in transforming the insights into delightful client/user experiences and added value? How to remain agile to continuously surprise clients/users?

How to best protect the added value and competitive advantage of immaterial?

  • Future of Design Thinking

What are the challenges and solutions to keep Design Thinking on the agenda? What are the indicators and how are they used to provide information for future DT challenges? What are the future trends in Design Thinking?

In three meeting episodes we will learn through several examples and real life cases how different companies are using Design Thinking and Design Management successfully in their organizations and how to turn Design Thinking into Strategy.

Target Audience:

Innovation and R&D Directors, Business Development Managers, Strategy Directors, Marketing Managers


Gilles Rougon, Board Member of ICSID World Design Organization and head of Design department d'EDF

Gilles Rougon is currently Interdisciplinary Design Manager for EDF R&D. By working both with in-house designers and design consultants he is in charge of defining, leading and developing design processes and design added value for research and corporate projects focusing on various energy issues.

Gilles is a Founding member of the “designcode” collective of design managers. A Board member of both APCI and the French School EnsAD, formerly a member of the Design Management Institute, he also contributes to promote industrial design as a lecturer, a teacher, a writer and a consultant.

Using design as a driver of change from visionary and strategic questioning to concrete problem solving Gilles strives for delivering useful and effective solutions for the end user such as for every stakeholders.

Mr. Lee Fain, Design Innovation Manager Electrolux

Lee Fain focuses on front-end innovation activities within Electrolux’s Group Design bringing to life product concepts through design within a new product development process.

Lee’s design thinking is highlighted in a book titled: Solving Problems with Design Thinking: Ten Stories of What Works by Jeanne Liedtka, Andrew King and Kevin Bennett. Chapter 4 is dedicated to transforming B2B customer engagement at 3M, published by the Columbia University Press.

Kurt Miller, Vice President & Senior Marketing Strategy and Creative Leader of Strategy + Planning at George P. Johnson

Kurt Miller is Senior Vice President, Strategy + Planning at George P. Johnson, one of Advertising Age’s ‘Top 25 Global Marketing Agencies,’ where he brings his clients 25 years of progressive experience as strategy and creative leader on integrated high-technology and related marketing communication initiatives.

Responsible for management, planning, design and messaging of client initiatives across a full, blended offering of live, physical and digital media, as well as data-driven approaches to deliver personalized experiences and ensure measurable success

Sabine Gourmain, R&D Leader, Danone

Her passion is to conjugate differences between any team members to collaborate. She is interested in leading teams towards unknown fields combining rigor and creativity. For her life is polyphonic : an equilibrium between challenging professional life and an inspiring personal life contributing to creativity.

Sabine is specialized in Project & Portfolio management in international environment, Innovation tools & processes, People & team development
Scientific strategy, Product development, and Claim Development


Episode 1.
  • Monday, March 21st. 2016 from 05.00 to 07.00 pm (17.00-19.00) Paris time
  • 17.00-17.05 Welcome to Hyphenity by Marja-Liisa Pihlstrom
  • 17.05-17.15 Coffee and Introductions by All participants
  • 17.15-17.30 Focus on the topic: Ms. Aurélie Marchal, Expert and Chairwoman
  • 17.30-17.50 Speaker : Mr.Gilles Rougon, EDF and ICSID World Design Organization
  • 17.50-18.10 Speaker: Ms. Sabine Gourmain, R&D Leader Danone
  • 18.10-18.40 Q&A and Discussion
  • 18.40-18.50 Take Away Messages of the 1st session
  • 18.50-19.00 Focus to the 2nd Episode
  • 19.00 End of the 1st episode

Episode 2.
  • Thursday, March 24th 2016 from 05.00 to 07.00 (17.00-19.00) Paris Time
  • 17.00-17.05 Welcome to Hyphenity by Marja-Liisa Pihlstrom
  • 17.05-17.15 Coffee and Introductions by All participants
  • 17.15-17.30 Focus on the topic Aurelie Marchal Expert and Chairwoman
  • 17.30-17.50 Speaker: 3
  • 17.50-18.10 Speaker: 4
  • 18.10-18.40 Q&A and Discussion
  • 18.40-18.50 Take Away Messages of the 2ndepisode
  • 18.50-19.00 Focus to the 3rd episode
  • 19.00 End of the 2nd episode

Episode 3.
  • Wednesday, March 30th 2016 from 05.00 to 07.00 pm (17.00-19.00) Paris time
  • 17.00-17.05 Welcome to Hyphenity by Marja-Liisa Pihlstrom
  • 17.05-17.15 Coffee and Introductions by All participants
  • 17.15-17.30 Focus on the topic: Aurelie Marchal Expert and Chairwoman
  • 17.30-17.50 Speaker: Mr. Lee Fain, Electrolux
  • 17.50-18.10 Speaker: Mr. Kurt Miller, George P. Johnson
  • 18.10-18.40 Q&A and Discussion
  • 18.40-18.50 Take Away Messages of the 3rd session
  • 18.50-19.00 Feedback of the event
  • 19.00 End of the event


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