22.05.2019

Creative After Work
Time: 19:00
Location: EMMA - Creative Centre Pforzheim, Emma-Jaeger-Straße 20, 75175 Pforzheim

Topic: Good Design? Approaches to the development of commercially successful designs

Managers in companies are often faced with the challenging task of choosing the "right" design from a multitude of design drafts. The wrong design decisions can cause major financial burdens and even jeopardise a company's existence. Jan Of, Professor of Creative Industries at Pforzheim University and owner of a design and strategy consultancy, explains at Creative After Work how companies can minimise this risk: He will demonstrate procedures for systematically identifying design-specific preferences among consumers and thus both minimising the risk of a flop with new products and generating an increased willingness to pay among potential buyers. Furthermore, an outlook on the application of these methods in the context of artificial intelligence is presented.

Jan Ofborn in 1980, studied Transportation Design at Pforzheim University. After a period as an automotive designer, he completed an MBA at the European School of Business in Reutlingen, where he focussed on design-specific decision-making situations in the top management of large companies. He then completed his doctorate at the Chair of Marketing and Business Administration at Johannes Gutenberg University Mainz on the question of objectifiability and predictability of commercial design success. Since 2015, he has been Professor of Creative Industries at the Faculty of Design at Pforzheim University. He also advises the management of various industrial companies on design and marketing-specific issues.