Business of Design Deep Dive 2021


The Business of Design Deep Dive 2021 highlights the important role industrial design plays in business successes and promotes the value designers can bring to strategic decision-making, both in the creative studio and in the board room.



Schedule | Speakers | Pricing | Professional Development


Design has long proven itself as a vital component of corporate culture, service offerings, bottom line growth, and exceptional customer experiences. Yet many organizations struggle with how to fully embrace and implement design outside of traditional applications. Meanwhile, McKinsey's 2020 report "The Business Value of Design" describes in detail how companies with deep design integration in their organizations are more likely to outperform their counterparts who lack this capability. Increasingly, the world’s most innovative companies have high-ranking positions such as chief design officers and are making room for design to influence business strategy across wide-ranging areas of the organization. 

The once separate languages of design and business continue to converge and it is vital that we, as designers, understand how to enable a dialogue that helps our business counterparts drive bottom line value while also delivering meaningful, human-centered solutions to the marketplace without sacrifice. This event will help you understand how you can position yourself to be most effective in our work setting and best leverage the tremendous advantage you can offer. 

The Business of Design Deep Dive 2021 will virtually convene global design leaders and business decision-makers for two days, November 2-3, 2021 (4 hours each day). Presenters will share the latest product development methodologies, frameworks, and strategies that can help you to become a more valuable asset to your team, prepare for the transition into leadership, or successfully navigate your next million-dollar project proposal. This is a unique opportunity to learn from some of the foremost voices making the case for design and demonstrating its value in real-world settings. 

You’ll hear perspectives spanning small consultancies to international, corporate-scale businesses and everything in between. Topics covered include (but are not limited to): design management, design leadership, diversity and inclusion, business integration, design thinking and other co-creation methodologies, performance metrics, business analytics, design value, fostering corporate and creative culture, and much more. 

All sessions will be recorded and made available post-event for ticket holders only.


If you are a member of the media interested in attending this event, with preview coverage in exchange for one of a limited number of media passes, please contact



Jeevak Badve, FIDSA brings energy, passion, and curiosity to his role at Sundberg-Ferar. With his unique blend of education and experience in industrial design, engineering, and business, he is a rallying voice for the alignment and optimal inclusion of the end user’s unmet needs and unspoken wants in the core value proposition of a company’s products and service portfolio to generate sought-after shareholder value. Jeevak has more than 23 years of professional design experience, first in India for seven years at Tata Motors, and then in the U.S. for 16 years at GM Design and now Sundberg-Ferar. Beyond his role at SF, Jeevak is a board member of many prominent design associations and think tanks, including the Michigan Design Council, Aether Design Group, and Detroit Creative Corridor. He also served on IDSA’s international board for six years and chaired IDSA’s 2017 flagship International Design Conference: “Design IS Business."

Stephanie Battista has over 20 years of experience in the consumer wearable electronics industry, with a collaborative emphasis working with Industry, Academia, and Government Agencies. She has developed early-stage technologies for the Health and Wellness, Medical, and Industrial sectors for the purpose of human augmentation, optimal performance, and operational efficiencies. In particular, she has excelled in the integration of hardware, software, and soft goods for a variety of form factors to be worn or implanted within the human body. Her areas of specialty included Mixed Methods Research, HCI, and Industrial Design. 

Choose your own rate

We are pleased to offer a deeply discounted, "choose your own rate" pricing structure that includes options of $25, $50, $75, or $100 per ticket. Each option provides full and equal access to the event, so you can choose your price based on what you feel comfortable spending. Note: All sessions will be recorded and made available post-event for ticket holders only. 




Quality professional development

IDSA’s virtual Deep Dive events are structured to enable attendees to learn from and interact with top-tier design leaders from around the world, all from the comfort of your home. Attendees can expect a comprehensive professional development opportunity for designers at every level.  A digital certificate of completion is available upon request for attendees who successfully participate in both days of the event. 



Thank you to our sponsors & event partners