Product Design

Instructor Stefano Rossi
Duration 6 hours
Period Second semester

Course objectives

The purpose of the course is to provide the basic elements of industrial design for the production of a manufactured product.

  1. recognize the importance of product design in the success of a product and a company;
  2. Know the aspects of product design that are most important for designing and managing an industrial product;
  3. Use creativity and lateral thinking techniques to address an industrial problem;
  4. be critical, curious and be prone to considering both technical and perceptive news.

Content summary

  • It will start from the definition of what is the “product design” and wrong ideas that are often on the word “design.”
  • Then it shows how the design was and is important for the success of a product and, therefore, of a company. The attention will turn to consider the Italian production system successfully.
  • the strategic role of the design in the business competitiveness;
  • design driven innovation;
  • the inspiration sources and methods

Teaching methods

Lectures and teamwork


  • A. Norman “Emotional design” 2004
  • Verganti , Design-Driven Innovation:, editore Etaslab, 2009 or Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean – Harvard Business Review Press