Design as a Strategic Driver: Unlocking Innovation in the Enterprise

Melanie Dreser, Angela Haas, Jan Schminke

Moderated by Dr. Andrea Augsten and Robin Auer

Panel (EN)

In this panel, Dr. Andrea Augsten, Vice-Chairwoman at The German Society for Design Theory and Research and Robin Auer, Senior Design Researcher and Design Strategist at IBM and Lecturer for Strategic Design co-host a candid conversation with Angela Haas (Partner & Professional Inventor, creaholic), Melanie Dreser (Director of Product Design & Design Operations, Celonis), and Jan Schminke (Co-Founder & Managing Director, Kaiser X Labs, an Allianz company). The discussion explores how design can act as a strategic driver inside organizations — shaping not only products and services, but also culture, leadership, and business innovation. Together we will question why design has struggled to secure influence at the executive level, examine where it has already transformed organizations, and debate what it will take for design to truly power change in the years ahead.