Masterclass: Experience design, from thinking to value

Event
Masterclass

Date:
January 20, 2026

Time:
6 P.M. – 7 P.M.

Campus:
IAAD. Torino

Where:
Online on Zoom

Event Type:
Webinar / Masterclass

For further information:
[email protected]
011 548868

Design alone does not create value—strategic execution does. This Masterclass bridges the gap between conceptual design frameworks and measurable business impact, equipping designers, strategists, UX practitioners, and product leaders with the tools to move from ideation to delivery.

Participants will learn how to combine design and strategic thinking methodologies to meet the dual mandate of modern design: fulfilling user needs while achieving business objectives. Through a structured approach, you’ll discover how to identify opportunities where design can genuinely add value, avoiding superficial innovation.

The Masterclass walks you through the full design process using the Diasorin Heritage case study, offering a real-world example of client collaboration, stakeholder management, and the challenges of translating strategy into execution.

Key topics will include:

• Turning design ideas into measurable business value
• Combining strategic frameworks with design thinking
• Identifying high-impact opportunities for innovation
• Navigating stakeholder management and real-world project execution
• Applying design to meet both user and business needs

WHO IS THIS MASTERCLASS FOR?

This Masterclass is open to university students, young professionals, and anyone interested in building a career in digital marketing, communication, and media.

Participants will have the opportunity to engage directly with Matteo Cardamone, Master Professor, to explore how design thinking and strategic creativity are transforming the marketing landscape.
Some former students will also join to share their experiences and the projects they developed during the course.

WHO IS THE SPECIAL LECTURER?

Mattia G. Laurella, professor of the Master program, will guide participants through the session, sharing insights from real-world projects and strategic design execution.

Mattia Laurella is a designer focused on creating experiences that help brands communicate their identity and ideas with clarity and coherence across platforms. Over the past 10 years, he has worked as a product designer, leading and collaborating with multidisciplinary teams on projects for companies such as Reply, Resident Advisor, Xplosiva, Red Bull, Genoa CFC, United Nations Office on Drugs and Crime, Poltrona Frau, and La Gazzetta dello Sport. His journey has deepened his understanding of the entire design process – from research and prototyping to inclusive design practices – and reinforced his belief in design as a medium for meaningful connection and cultural expression.

HOW TO JOIN

Participation is free, but spots are limited.
👉 Fill out the form to reserve your seat!