DESIGN THINKING for INNOVATION IN SWITZERLAND

During the summer of 2000, while traveling in Switzerland researching visual imagery related to the travel and tourism industry, professor Robert Winward met individuals working in the Swiss travel, tourism and hospitality industry. Through these contacts, he was able to pioneer an on-site cultural immersion summer program for USU graphic design undergraduate and graduate students: USU Summer Art + Design Program in Switzerland.

Since 2002, this annual five-week program has been graciously hosted in the village of Leysin located in the Pre-Alps, 6000 feet above Lake Geneva. It has become an exceptionally successful annual cultural immersion, experiential research program for USU students.

Looking forward to its tenth anniversary in the summer of 2011, this program has now evolved to include a strategic partnership with the Jon M. Huntsman School of Business. The new program title is Design Thinking for Innovation, A USU Summer Study Abroad Experience in Switzerland. In this capacity, the curriculum has been broadened to address the emerging discipline of "design thinking," teaching both design and business students to capitalize upon design processes to as a tool to promote innovation.

This program is a visual, cultural immersion experience for USU undergraduate and graduate graphic design students. By itsnature, design takes place in a cultural context. Historically, Swiss designers have had a huge influence on the graphic design profession and continue to be a major force in the direction of international visual communications.

Based in the quaint alpine village of Leysin, students travel extensively in Switzerland while conducting experiential research related to the visual arts and commerce, specifically graphic design. One of the great benefits of conducting a European study abroad program in Switzerland is that students can participate in three distinct cultures in one compact geographic area: German, French and Italian. The program lasts approximately 30 days and enrollment averages 40 participants. Students may enroll for up to 12 credit hours of coursework.

Courses taught have included: Design Thinking for Innovation, Cultivating Right Brain Aptitudes, Exploring the History of Human-Centered Design, Drawing for visual Thinking and Presentation, European Visual Culture, History of the Swiss Poster, Drawing for Illustration, Signs and Symbols, and Digital Photography. Students conduct on-site experiential research at varied cultural, and historic and commercial destinations. They tour museums, roman and medieval ruins, and are daily immersed in European visual culture. The program is enhanced by the participation of international guest speakers. Of note is the enthusiastic support of three highly acclaimed Swiss poster designers, Ralph Shraivogel, Werner Jeker and Claude Kuhn. All have spent a considerable amount of time on several occasions presenting their work to students and discussing Swiss and international design issues. Students have also been privileged to receive presentations from Michele Sophisti, president of Swatch, SA, Ian Piper, senior media relations officer of the International Committee of the Red Cross and other notable dignitaries.