Unidcom

Tomorrow, DTRS15: Design [Re]Thinking continues at IADE with a keynote by Jeanne Liedtka.

“Design Thinking: Fad, Fraud, or the Future of Business?”

Is Design thinking a) dead, b) a fad, c) a fraud or d) the most powerful yet undervalued new business methodology of the last 50 years?

In this reflection on her decades of personal experience as an academic and researcher, strategist and corporate executive, Jeanne Liedtka will argue why the answer is “d” and what to do about it. She will argue that DT offers exactly the skills that organizations and their employees most need to continuously adapt to the accelerating change in the world around us. So why do we continue to struggle to demonstrate its value in practice? To address this, we will explore the aspects of today’s organizations that stand in the way of achieving Design’s potential and that require us, as its advocates, to think creatively about how to design to remove them.

Jeanne Liedtka is the UTC Emeritus Professor of Business at the University of Virginia’s Darden Graduate School of Business. With interests at the intersection of strategy and design, Jeanne has written eight books and multiple articles on the subject of strategy, innovation, and design thinking, and consulted with a diverse set of organizations including IBM, Samsung, NASA, The United Nations, and the government of Singapore. Her most recent book is The Experimentation Field Book: A Step-by-Step Project Guide, co-authored with Natalie Foley, David Kester and Elziabeth Chen.

📍 IADE - Faculty of Design, Technology and Communication, Auditorium 1
📅 Friday, 19 June 2026
🕥 10:30 AM

Tomorrow marks the opening of DTRS15: Design [Re]Thinking, an international symposium co-organized by the Faculty of Fine Arts of the University of Lisbon and UNIDCOM/IADE, bringing together researchers, educators, and practitioners to reflect on the past, present, and future of Design Thinking.

We begin with the opening keynote by Peter Lloyd: “Intelligence Reframed: A Journey through Design Thinking”.

Where has design thinking come from and where is it going? In this keynote, Peter Lloyd explores the conceptual evolution of design thinking, first through the DTRS symposiums, then expanding into its broader uses, cultures and meanings, and finally considering its future in the context of rapid developments in AI.

Over the past 35 years, design thinking has become what Donald Schön, a contributor at the first DTRS, called ‘an idea of good currency’. Such ideas work as boundary objects: powerful expressions condensed into a word or short phrase. Design thinking has shown remarkable longevity, moving from the representation of cognitive expertise to corporate and governmental innovation processes.

Schön was one of the few major thinkers outside design to recognize the value of design methods and processes. He also highlighted the role of language in shaping design activity, making recent developments in language models especially relevant.

In this keynote, Peter reflects on his own journey through design thinking — as researcher, educator, editor, practitioner, and now as someone grappling with the implications of AI for designers, designing, and design thinking. He will explore what AI-enhanced design thinking might look like, what it might do, and how we might feel about it.

📍 Faculty of Fine Arts of the University of Lisbon — Lagoa Henriques Auditorium
📅 Wednesday, 17 June 2026
🕤 9:30 AM

UNIDCOM/IADE is proud to be a co-organizer of DTRS15: Design [Re]Thinking, an international symposium dedicated to exploring the evolution of Design Thinking and its potential to address some of the most pressing challenges of the 21st century.

Taking place in Lisbon from 17–19 June 2026, this edition marks an important milestone in critically reflecting on the trajectory of Design Thinking, its integration with Artificial Intelligence, and its contribution to environmental value creation, design education, and cross-disciplinary learning, featuring keynote speakers Peter Lloyd and Jeanne Liedtka.

The symposium brings together researchers, educators, practitioners, and industry partners in a transformative dialogue hosted through a partnership between FBAUL/CIEBA, ID+, UNIDCOM/IADE, and other non-academic organizations.

Location: Faculty of Fine Arts, University of Lisbon & IADE – Universidade Europeia
Date: 17–19 June 2026

Join us in shaping the future of design research, education, and innovation.

https://lnkd.in/e8bAdfhC

[PT] A DRIW’26 chegou ao fim depois de uma semana de apresentações, workshops, mesas redondas, visitas, conversas e múltiplas trocas entre investigação, prática e experimentação.

A UNIDCOM IADE agradece a todos os participantes desta edição, investigadores, estudantes, convidados, moderadores e público, pela presença, contributos e envolvimento ao longo da semana, ajudando a construir um espaço particularmente estimulante para o IADE - Creative University e a Universidade Europeia.

Um agradecimento especial a toda a equipa que esteve por detrás da organização e concretização do evento: Rui Ramos, Raquel Lima PhD, Sofia Ponte, Inês Pires, José Graça, Ana Silva, Matilde Mendes, e tantos outros que contribuíram, de diferentes formas, para tornar esta edição possível.

Mais do que um conjunto de sessões, a DRIW’26 procurou afirmar a importância de criar tempo e espaço para a circulação de ideias, práticas e formas de investigação em diálogo com os desafios contemporâneos.

Vemo-nos na próxima edição.

[EN] DRIW’26 has come to an end after a week of presentations, workshops, roundtables, tours, conversations, and multiple exchanges between research, practice, and experimentation.

UNIDCOM IADE would like to thank all participants in this edition, researchers, students, guests, moderators, and attendees, for their presence, contributions, and engagement throughout the week, helping to create a particularly stimulating space for IADE - Creative University and Universidade Europeia.

A special thank you to the entire team behind the organisation and delivery of the event: Rui Ramos, Raquel Lima PhD, Sofia Ponte, Inês Pires, José Graça, Ana Silva, Matilde Pernão, and many others who contributed in different ways to making this edition possible.

More than a series of sessions, DRIW’26 sought to reaffirm the importance of creating time and space for the circulation of ideas, practices, and forms of research in dialogue with contemporary challenges.

See you at the next edition.

[PT] No dia 15 de maio, a DRIW’26 recebe a mesa redonda “Humor in Communication and Marketing”, integrada no tema “Authenticity, Persuasion and Social Impact”.

Moderada por Célia Reis (UNIDCOM/IADE), a conversa reúne Joaquim Casaca (UNIDCOM/IADE), Frederico Caetano (UNIDCOM/IADE), João Freitas (O Escritório), Sérgio Resende (Havas Lisboa) e Ana Guiomar (atriz), numa reflexão sobre o papel do humor na comunicação contemporânea.

A sessão propõe discutir o humor enquanto estratégia de diferenciação, autenticidade e envolvimento emocional entre marcas e públicos, particularmente em contextos mediáticos saturados e mercados competitivos.

15 Maio | 14:30
Oriente Green Campus — Room 01 & 02

Inscrições:
https://www.eventbrite.co.uk/e/driw-26-roundtable-humor-in-communication-and-marketing-tickets-1988508418208?aff=oddtdtcreator

Contamos com a vossa presença.

[EN] On May 15, DRIW’26 hosts the roundtable “Humor in Communication and Marketing”, part of the theme “Authenticity, Persuasion and Social Impact”.

Moderated by Célia Reis (UNIDCOM/IADE), the discussion brings together Joaquim Casaca (UNIDCOM/IADE), Frederico Caetano (UNIDCOM/IADE), João Freitas (O Escritório), Sérgio Resende (Havas Lisboa), and Ana Guiomar (actress) for a reflection on the role of humor in contemporary communication.

The session will explore humor as a strategy for differentiation, authenticity, and emotional engagement between brands and audiences, particularly within saturated media environments and competitive markets.

May 15 | 14:30
Oriente Green Campus — Room 01 & 02

Registration:
https://www.eventbrite.co.uk/e/driw-26-roundtable-humor-in-communication-and-marketing-tickets-1988508418208?aff=oddtdtcreator

Looking forward to welcoming you.

[PT] No dia 14 de maio, a DRIW’26 dedica-se ao tema “Sustainable Materials & Regenerative Futures”, numa programação organizada pelo BiD.LAB — Lab of Bio-Inspired Design.

A tarde inicia-se com a mesa redonda “Biodesign and Bioart in Practice”, moderada por Dilay Kocogullari (UNIDCOM/IADE BiD.LAB), reunindo Rafael Calado (BIOLAB Lisboa), Carla Paoliello (U. Évora / CIEBA) e Filipa Alves Unidcom | BID.LAB), numa reflexão sobre práticas contemporâneas na interseção entre design, arte, biologia e experimentação laboratorial.

O programa inclui ainda os workshops “Nothing Exists Alone”, por Carla Paoliello, e “What if sustainability was feminist?”, por Kátia Marques, dedicados às ecologias materiais, ética relacional, sustentabilidade e transformação material.

Oriente Green Campus — Room 01 & 02
14 Maio | 14:00–19:00

Inscrições:

Roundtable — Biodesign and Bioart in Practice
https://www.eventbrite.co.uk/e/driw-26-roundtable-biodesign-and-bioart-in-practice-tickets-1988509410175?aff=oddtdtcreator

Workshop — Nothing Exists Alone
https://www.eventbrite.co.uk/e/driw-26-workshop-nothing-exists-alone-tickets-1988509631838?aff=ebdssbdestsearch

Workshop — What if sustainability was feminist?
https://www.eventbrite.co.uk/e/driw-26-workshop-what-if-sustainability-was-feminist-tickets-1988507951813?aff=oddtdtcreator

Contamos com a vossa presença.

[EN] On May 14, DRIW’26 focuses on “Sustainable Materials & Regenerative Futures”, through a programme organised by BiD.LAB — Lab of Bio-Inspired Design.

The afternoon opens with the roundtable “Biodesign and Bioart in Practice”, moderated by Dilay Kocogullari (UNIDCOM/IADE), bringing together Rafael Calado (BIOLAB Lisboa), Carla Paoliello (U. Évora / CIEBA), and Filipa Alves (UNIDCOM/IADE | BiD.LAB) for a reflection on contemporary practices at the intersection of design, art, biology, and laboratory experimentation.

The programme also includes the workshops “Nothing Exists Alone”, by Carla Paoliello, and “What if sustainability was feminist?”, by Kátia Marques, dedicated to material ecologies, relational ethics, sustainability, and material transformation.

Oriente Green Campus — Room 01 & 02
May 14 | 14:00–19:00

Registrations:

Roundtable — Biodesign and Bioart in Practice
https://www.eventbrite.co.uk/e/driw-26-roundtable-biodesign-and-bioart-in-practice-tickets-1988509410175?aff=oddtdtcreator

Workshop — Nothing Exists Alone
https://www.eventbrite.co.uk/e/driw-26-workshop-nothing-exists-alone-tickets-1988509631838?aff=ebdssbdestsearch

Workshop — What if sustainability was feminist?
https://www.eventbrite.co.uk/e/driw-26-workshop-what-if-sustainability-was-feminist-tickets-1988507951813?aff=oddtdtcreator

We look forward to welcoming you.

[PT] No dia 12 de maio, entre as 15:00 e as 17:30, a DRIW’26 acolhe a Moscavide Ideation Tour, dinamizada pela Professora Ana Neves.

A partir do Oriente Green Campus, o percurso propõe uma exploração dos espaços envolventes e dos seus pontos de interesse, articulando observação, reflexão e imaginação crítica em torno de possíveis, e impossíveis, futuros para a educação em design.

A caminhada segue em direção ao Passeio dos Heróis do Mar e inclui um exercício criativo, terminando novamente no OGC.

Recomenda-se o uso de calçado confortável, chapéu e água.

Inscrições disponíveis via Eventbrite - https://www.eventbrite.co.uk/e/driw-26-moscavide-ideation-tour-tickets-1988509987903

[EN] On May 12, from 15:00 to 17:30, DRIW’26 hosts the Moscavide Ideation Tour, led by Professor Ana Neves.

Starting from the Oriente Green Campus, the tour invites participants to explore the surrounding area and its points of interest, combining observation, reflection, and critical imagination around possible, and impossible, futures for design education.

The walk heads towards Passeio dos Heróis do Mar and includes a situated creative exercise, before returning to the OGC.

Participants are advised to bring comfortable shoes, a hat, and water.

Registration available via Eventbrite - https://www.eventbrite.co.uk/e/driw-26-moscavide-ideation-tour-tickets-1988509987903

[PT] É já na próxima semana que arranca a Design Research and Innovation Week (DRIW’26), que decorre entre os dias 11 e 15 de maio na Universidade Europeia / IADE - Creative University.

Partilhamos agora a versão atualizada do programa da edição deste ano, que inclui apresentações de projetos, workshops, mesas redondas, tours e sessões temáticas dinamizadas pelos laboratórios da Unidcom.

A programação inicia-se no dia 11 de maio com os Doctoral Dialogues and Conversations (DDC’26), dedicados às apresentações dos estudantes de doutoramento.

Contamos com a vossa presença nas diferentes sessões da semana.

[EN] Next week marks the beginning of the Design Research and Innovation Week (DRIW’26), taking place from May 11 to 15 at Universidade Europeia / IADE - Creative University.

We are now sharing the updated version of this year’s programme, which includes project presentations, workshops, roundtables, tours, and thematic sessions led by the Unidcom labs.

The programme opens on May 11 with the Doctoral Dialogues and Conversations (DDC’26), dedicated to presentations by PhD students.

We look forward to welcoming you throughout the different sessions of the week.

[PT] Já está disponível o programa detalhado da Design Research and Innovation Week (DRIW’26).

Ao longo da semana de 11 a 15 de maio, a DRIW’26 desenvolve-se através de apresentações de projetos, workshops, mesas redondas e momentos de discussão, dinamizados pelos laboratórios da Unidcom, com contributos de investigadores e estudantes de doutoramento e mestrado.

Para além dos Doctoral Dialogues and Conversations (DDC’26), o programa inclui sessões distribuídas por diferentes áreas temáticas, bem como momentos como a Moscavide Ideation Tour e outros formatos participativos.

Universidade Europeia / IADE - Creative University (Room 01 & 02)
11–15 de maio

[EN] The detailed programme for the Design Research and Innovation Week (DRIW’26) is now available.

During the week of May 11 to 15, DRIW’26 unfolds through project presentations, workshops, roundtables, and discussion moments, led by UNIDCOM IADE research labs, with contributions from researchers and PhD and Master’s students.

Alongside the Doctoral Dialogues and Conversations (DDC’26), the programme includes sessions across different thematic areas, as well as moments such as the Moscavide Ideation Tour and other participatory formats.

Universidade Europeia / IADE — Oriente Green Campus (Room 01 & 02)
May 11–15

[PT] Na semana de 11 e 15 de maio, a Universidade Europeia / IADE - Creative University acolhe a Design Research and Innovation Week (DRIW’26), uma iniciativa da Unidcom.

O programa estrutura-se entre os Doctoral Dialogues and Conversations (DDC’26) e sessões temáticas sobre comunidades e place-making, tecnologia e wellbeing, educação, materiais sustentáveis, cultura visual e impacto social.

A DRIW’26 é um espaço de encontro onde diversas perspetivas se cruzam, evidenciando o que de mais relevante se desenvolve no centro UNIDCOM / IADE, na articulação entre investigação transdisciplinar, experimentação e prática.

Programa detalhado em breve.

[EN] During the week of May 11 to 15, Universidade Europeia / IADE - Creative University hosts the Design Research and Innovation Week (DRIW’26), an initiative by Unidcom.

The programme is structured around the Doctoral Dialogues and Conversations (DDC’26) and a series of thematic sessions on communities and place-making, technology and wellbeing, education, sustainable materials, visual culture, and social impact.

DRIW’26 is a space where diverse perspectives intersect, highlighting some of the most relevant work developed within UNIDCOM / IADE Centre, at the intersection of transdisciplinary research, experimentation, and practice.

Detailed programme soon.