26th June Masterclass: Everyday Design Thinking

Holly O’Driscoll, Former Global Design Thinking Leader & Innovation Strategist, Procter & Gamble, USA and Founder and CEO of Ampersand Innovation, LLC

Yes, Design Thinking lives beyond the 2-3 day offsite workshop. Bringing the mindset into everyday business life can be a powerful way to shift the culture of an organization. In this workshop, we will explore ways to bring Design Thinking to life in a 1:1, in a team meeting, while influencing decision makers, and even on your own career. You’ll learn practical tools for bringing more everyday Design Thinking to life, and attendees will leave with a toolbox of ways to get started immediately! In true Design Thinking form, come prepared to do, and not just talk!


Wednesday, 26th June 2019


9:00 am to 4:00 pm


Croke Park, Dublin



26th June Masterclass: Service Design

Facilitated by Fuxblau

In recent years many industries are experiencing a dramatic change – from a product-focused to a services-oriented industry. A new ‘service economy’ has been born. Many of today’s startups are creating digital services and form a very important part of the creative entrepreneurship scene. In Germany for example, almost 70% of the countries economic power is based on services.

Opposed to products, services are intangible. The “designing” of services relates to shaping an ecosystem of touchpoints, rather than stand-alone artefacts. Therefore, service design does not only focus on design in a traditional way (shape, aesthetics, usability etc.) but also incorporates strategic planning for service ecosystems and business models.

This workshop will introduce the participants to the concept of service design and teach them the main methods and tools that are needed to create successful services. Two main perspectives will be considered:

How to create a service that is desirable and usable from an end-user’s perspective?
How to build & create an economically viable service ecosystem?
There will be a short theoretical introduction to service design, followed by interactive work sessions in which the participants get to know and use various service design tools and methods such as: Personas, User Research, Jobs to be done, user journey, a service blueprint as well as business model canvas. Participants will work on a challenge in teams of 5-7 people, apply the tools and have short presentations to pitch their ideas and reflect their learnings to other participants.

The course targets participants from these areas: entrepreneurs, designers, innovation, managers and consultants, business leaders.


Wednesday, 26th June 2019


9:00 am to 4:00 pm


Croke Park, Dublin




Design is a key driver of business success and is “the only way that companies can stand out from the crowd”, according to a report by management consultancy McKinsey & Company.

The 2018 report says that “While design was once largely thought of as a way of making products more attractive, it is now a way of thinking: a creative process driven by the desire to better understand and meet consumer needs”.

At Design Thinking Ireland 2019 you will hear directly from McKinsey and learn how they tracked the design practices of 300 publicly listed companies over a five-year period in multiple countries and industries. One of the key findings of the research report is a strong correlation between high Mc Kinsey Design Index scores and superior business performance.

Other speakers will include Procter & Gamble (USA), Nokia Bell Labs, Kerry, Musgrave Retail Partners, Mastercard, Jinga Life and many more…

During parallel interactive breakouts you will be able to get a hands-on experience of a range of methodologies including Google Ventures Design Sprint and LEGO® SERIOUS PLAY®.

IRDG has been championing the value of design thinking amongst the business innovation community and this unique national Design Thinking Ireland Conference is our 6th annual flagship event.

Previous Design Thinking Ireland conferences have included global design thinking thought-leaders Jeanne Liedtka of the Darden Business School, Roberto Verganti of Politecnico di Milano, and Uli Weinberg of the Hasso Plattner Institute (D-School) Potsdam alongside Irish industry speakers from SAP, IBM, Bank of Ireland, Merlyn Showering, Design Partners, Logitech, Accenture and more.

Design Thinking Ireland 2019 aims to inspire and provide a unique immersive learning experience for those who seek to fuel creativity, up their competitive advantage, and create more meaningful products and experiences for their customers.

Leaders of innovation, particularly C-Suite and Functional Leads, along with those responsible for the delivery of new products, processes and services for business growth will benefit from this experience. Teams that excel at customer centred innovation are highly collaborative and multidisciplinary, comprised of people from different backgrounds, including design, engineering, research, marketing, HR and business, so a mix of disciplines is welcome.

Join us for this exceptional experience and learn about why design thinking really does pay.


These are the people who will inspire & challenge us

Rakhi Rajani

Foresight, futures and Innovation - Associate Partner, Design + Innovation at McKinsey & Company

Holly O’Driscoll

Former Global Design Thinking Leader & Innovation Strategist at Procter & Gamble, USA & CEO at Ampersand Innovation

Domhnaill Hernon

Vice President, Head of Experiments in Art and Technology at Nokia Bell Labs

Siobhan Hennessy

Head of Customer Experience at Musgrave Retail Partners Ireland

Rohan Perera

Facilitator/Consultant/Design Sprint at Lean Disruptor

Tansy Murray

Director, CX and Design | Mastercard

Raomal Perera

Entrepreneur, Consultant, Adjunct Professor of Entrepreneurship INSEAD

Dr Johnny Walker

Radiologist, Serial Digital Health Entrepreneur & Founder of Jinga Life

Dr. Hilary Kenna

Strategic Designer, Researcher & Head of Department at IADT

Trevor Vaugh

Programme Director at Maynooth University

Frank Devitt

Innovation Management, Strategy & Design Thinking at Maynooth University

Denis Hayes

Managing Director at IRDG

Karl Fitzpatrick

LEGO Serious Play® at Bricks4Biz

Elaine Bowden

LEGO Serious Play® at Bricks4Biz

John Hartnett

LEGO Serious Play® at Bricks4Biz

Damian Costello

Managing Partner at Decode Innovation

Éadaoin McCarthy

Director of Market Research and Consumer Connection at Kerry Taste and Nutrition