By Arthemis Siqueira (MIM student 2017)

Between the 18th-21st of December, MiM students who were curious about having an Innovation Consulting experience participated in the i2i Consulting Lab. The i2i lab aimed at training students in a Costumer-Centered Design Thinking mindset. Through the Design Thinking approach, students had the opportunity to develop their creativity skills while tackling a real corporate challenge: “How might L’Oréal reload styling while engaging millennials?”

The i2i Lab provided students with an exciting hands-on approach and the Design Thinking methodology was introduced to the students through dynamic workshop sessions with professors and innovation experts from IE Business School such as Concepción Galdon (Social Innovation Cluster Co-Lead, Professor of Entrepreneurship & Innovation), Adam Lawrence (Customer Experience consultant and co-founder of WorkPlayExperience), Michael Wenderoth (Executive Coach) and Daniel Soriano (Director of the Entrepreneurship & Innovation Center and Professor of Entrepreneurship).

The challenge was focused on the Garnier brand of L’oréal and for the following 3 days the goal was very clear: the teams had to come up with disruptive and insightful solutions to the challenge by applying the Design Thinking methodology. Throughout the lab students had the chance to have one-a-one meetings with the L’Oréal team and with facilitators to receive feedback on their progress. On the final day, students presented their final prototypes and pitched their ideas to the L’Oréal Innovation team. During the announcement of the winning team, Antonio Sellés – Marketing director of Garnier – congratulated all the teams and told the students that they “brought L’Oréal insights in a matter of days, which would usually take them years to achieve”.

In a nutshell, Design Thinking is the ultimate strategy for innovation and the underlying mantra of the students throughout the i2i Consulting Lab was to “make things people want instead of making people want things”.

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