Design Driven Business Innovation

Professional Post-Graduate Course

Innovation with a design approach

Innovation is a big challenge for many organisations. It touches on different parts and dimensions of a business: services, products, customer experience, customer value, delivery processes, revenue models, etc. One of the recent developments in the field of innovation management is the rise of a design-driven approach to innovation. Designing new products, services, experiences and business models based on  deep customer insights and from an  outside-in perspective is becoming a new competence for many organisations. In this course you will gain hands on experience and knowledge of how to create value for both you and your organisation through design-driven business innovation.

Why is this programme for you?

You are a professional looking to develop your knowledge and skills in design-driven innovation. You have heard about new approaches to innovation, such as  service design and  design thinking, and are curious to apply it in your work. You are looking to further develop yourself as a front runner in your organization. You are willing to spend time and effort on the course, interested in developing your skills through joint workshops, and eager to apply this to an individual project that will add value for you and your organisation.

What will you get out of it?

  • You gain overview of state-of-the-art ins and outs of design driven business innovation
  • You learn how to apply tools and methods for design thinking and innovation (such as Experience Mapping, Fast Idea Generator, Innovation Value Chain, and Scaling Plan).
  • You develop your skills in collaborating with other professionals on cases and exercises.
  • You develop a network of professionals with similar interests.
  • You deliver a personal project, relevant for you and your organisation.
  • You  develop an idea or business opportunity into a concept for (service) innovation, including a Business Case and Implementation Road Map that you can pitch in your organisation.
  • You receive a University of Amsterdam certificate of successful participation

Facts & Figures

Period Every two weeks on Wednesday, starting from 6 September 2017
Times 8 sessions from 16:00 to 20:30
Location         Amsterdam Business School
Fee €3,250 (UvA alumni receive a 10% discount)
Application deadline 15 August 2017

Course outline

The programme offers a mix of hands-on exercises with tools & methods in collaborative workshops and the application of those to your individual project. The joint assignments during the sessions focus on real-life cases, so you can directly practice with the methods and tools provided. The individual project you choose to develop across the course should be connected to your own work, so you will create concrete added value during the course for yourself and your organisation. Throughout the course you will be coached on this project.

Schedule Design Driven Business Innovation 2017
Lecture 1 Wednesday 6 September 16.00-20.30
Lecture 2 Wednesday 20 September 16.00-20.30
Lecture 3 Wednesday 4 October 16.00-20.30
Lecture 4 Wednesday 18 October 16.00-20.30
Lecture 5 Wednesday 1 November 16.00-20.30
Lecture 6 Wednesday 15 November 16.00-20.30
Lecture 7 Wednesday 29 December 16.00-20.30
Lecture 8 Woensdag 13 December 16.00-20.30

What is expected of you?

Apart from attending the 8 course sessions, you are expected to also spend at least half a day per week on follow up research and design. This entails time for reading and desk research, and for practical work on your project. If you choose your personal project wisely, this may well be part of your everyday work.


This course is a collaboration between the Amsterdam Business School (UvA) and STBY.  Dr. Wietze van der Aa and Dr. Geke van Dijk have taught a similar course in close collaboration with a number of companies and for international Master students for the past 3 years with great success. Now this course has been adapted to make it accessible for professional education.

Wietze van der Aa is Associate Professor of Innovation Management and Director of the  Amsterdam Centre for Service Innovation at the Amsterdam Business School. Wietze has a 20+ years of experience in executive education in the University of Amsterdam, Rotterdam School of Management and Wageningen Business School, working with a variety of companies.


Geke van Dijk is Strategy Director of  STBY in Amsterdam and London. She is also the co-author of   This is Service Design Thinking, and other successful toolkits for innovation. Geke has more than 10 years of experience with design driven business innovation for a wide range of international clients (e.g. Google, Microsoft, Sony, Philips, Square and Danone).

The course sessions will partly take place in the Amsterdam Business School and partly at Spring House, where STBY is based. Spring House is the newly opened Amsterdam hub for Change Makers. Guest speakers from industry will be invited to join some of the sessions and share their experience.

How can I apply?

You can state your interest in the course via the website of UvA (see link to enrolment form above). Please describe your background in a short biography as well as you motivation to take part in the course (±250 words in the enrolment form). There are only limited places available, so be quick with applying. Please note that the application deadline of 30 August 2016 has closed. 
Would you like to be informed when the next DDBI course will start? Please leave your information using the form below.

Quotes from previous participants

"Collaborating with the UvA on this course helped us to investigate key trends in our field with a fresh perspective and explore new service concepts" (Bart Ziemerink, Philips Innovation)

"Taking part in this course helped me to make an important step in my career" (Kim Durieux, Accenture)

"The Service Design course provided by STBY broadened the perspective of our team on the topic of business innovation" (Peter Witberg, Lead Customer Excellence, Capgemini)

“The key words to the course are really : Deep customer insights. I think it is a great thing to use real life cases at each occasion, in combination with an own project. Understanding different cases from different industries (and how to approach customers in that segment) makes it a concrete tool. (Vendela Eklund, Adyen)


Gepubliceerd door  Economie en Bedrijfskunde