Masterclass: Design for Ageing


Learn how to apply innovation methodology and frameworks to create better customer products, services and experiences for an ageing population, led by Colum Lowe, Director of Design Age Institute.

Masterclass: Design For An Ageing Population

Date: 8 & 9 December 2022

Venue: Royal College of Art, Rausing Research Building, 15 Parkgate Road, Battersea,  SW11 4NL

Book: Early bird booking £750 until 31 October

The UK’s population is ageing, and this older population is holding an ever increasing percentage of national assets and household spend. So, why do so few organisations – public, private and charitable – not design for what older adults want, rather than what they perceive them to need?

This masterclass aims to provide a unique insight into the ageing marketplace, looking at how to design products, services and experiences that are not limited by the pervasive medical discourse of ageing as decline, frailty and burden.

Using design thinking and innovation frameworks we will cover:

  • what drives behaviour and purchase motivation
  • the basics of action psychology
  • how design has an important role to play in creating healthier, happier lives for all of us as we age.

This Executive Masterclass is led by Colum Lowe, Director of Design Age Institute and RCA Honorary Fellow, and will be supported by Professor Sarah Harper from Oxford University’s Institute of Population Ageing. Invited contributions by guest speakers from a variety of Design Age Institute partners such as Newcastle University’s National Innovation Centre for Ageing and the International Longevity Centre UK.