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New partnership to promote experience driven design

Loughborough University has joined forces with international innovation agency DesignThinkers Group to help promote and develop experience driven design.

The collaboration will form a new UK chapter of the Design and Emotion Society – a global network of academics, designers and companies who exchange research, tools and methods that support the involvement of human-centred emotional experience in the design process.

The partnership between the University’s Design School and DesignThinkers UK came about following the society’s 2012 international conference.  Here it was identified that interest in this area of design is growing and local society chapters are needed to support this growth by providing workshops, lectures and networking opportunities.

To mark the launch of the new UK chapter the partners will be hosting an event at the University’s Design School in April.

Dr Samantha Porter from the Loughborough Design School said: “The University is delighted to be part of this new partnership.  The school already carries out extensive research into experience driven design and we look forward to developing this area further.”

James Rock from DesignThinkers UK added: “As design innovators we are very pleased to be partnering with one of the UK’s leading design schools to further the development of emotionally rewarding and human-centred approaches to product and service design.”