The Ireland Portugal Business Network (IPBN) was delighted to welcome back Ricardo Morais, Professor at Católica Porto Business School, for a dynamic online Masterclass on Design Thinking for Complementary Internationalisation on Friday, September 26 from 10h - 11h online via zoom.
Building on his insightful contribution to last December’s IPBN discussion on business in 2025, Ricardo led a focused session on how design thinking can serve as a strategic tool for international growth. Specifically, the session explored how ethnographic research and user-centered approaches can identify complementary products and inspire alliances across international markets—not just with customers, but with partners in adjacent or even unrelated industries.
Drawing from his extensive teaching on design thinking—including an 8-hour workshop grounded in the methodology of the Hasso Plattner Institute in Germany—Ricardo helped participants navigate the shift from a VUCA (Volatile, Uncertain, Complex, Ambiguous) world to a BANI (Brittle, Anxious, Nonlinear, Incomprehensible) environment. The focus was on how to design meaningful experiences that exceed expectations in both the production and consumption of products or services. You can listen to the Master Class on the IPBN Spotify channel here.
Attendees gained:
A clear understanding of the six phases of the design thinking process
Practical insight into applying these methods to real-world business challenges
Tools to align innovation priorities with measurable outcomes
This session was open to all IPBN members and guests interested in future-forward strategies for innovation and international collaboration.
Book your place
26th September 2025
Anyone purchasing IPBN Member Tickets must have valid IPBN Membership on the day of the event. To purchase membership go to Join us. To check your membership status contact arnold.delville@ireland-portugal.com.
