Design’s Influence on commerce and culture in Dubai



Dubai Design Week hears from managing director of Engine Dubai, James Samperi about the talk he is hosting as part of the programme of events for DXBDW2017. The talk will explore how forward-thinking companies are using service design to give their business an advantage.

Why did you get involved in Dubai Design Week this year?

Engine has worked in the UAE since 2013 and this year we launched our service design studio in Dubai. As Dubai looks to prepare itself for the influx of visitors from around the world coming to Expo2020, design is becoming more and more important for the region. It feels like a prime time to showcase what service design is, the benefits of using a design-led approach and how it can help to fulfill the Happiness ambitions of Dubai and its people. Dubai Design Week is a great platform to showcase the diverse set of influences that exist around Dubai’s commerce and culture. The event acts as a rich showcase for Dubai's emerging creative scene. 

How do you see the role of design in business?

We’re seeing many more business leaders choosing to adopt a design-led approach to how they solve their problems, take advantage of opportunities or try and disrupt new markets. Service design is the means of helping their organisations to do that by allowing them to really understand what makes their customers tick, providing a framework to plan better for an uncertain future, re-imagine their service and help implement any changes that need to happen. For these forward-thinking companies, service design is becoming their business advantage and we’re a strong believer in design's ability to drive organisational change.

What can attendees expect from your event?

We’ve planned an insightful and intimate event that also includes some time for a Q&A. We'll introduce people to service design through practical examples, demonstrate what it means to design and develop a service experience and talk about why the time is now for Dubai to bring its service development capability up to the same level as its proven expertise in building an incredible and ambitious infrastructure.

Tell us a little about Engine|Service Design and what you do?

Engine is one of the first and certainly one of the leading service design consultancies in the world. We help ambitious companies develop and deploy world-class services and customer experiences.

What challenges will your event help to answer?

We’ll introduce attendees to how a design-led approach can help to solve complex business problems and create experiences that keep employees and customers happy.

For tickets and further information please visit Engine|Service Design