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Xenia Viladas

Associate chair, service design


  • B.A., University of Barcelona
  • M.A., University of Barcelona
  • M.B.A., design management, University of Westminster

Awards, recognitions and honors

Sant Jordi Award, 2009


  • The Design Management Institute, Argentinian Center for Design and Research and Development, EOI Business School, Association of Economists of Catalonia

Publications and Presentations


  • El Diseño A Su Servicio, Index Book (2010), English translation in 2011, Design at Your Service: How to Improve a Business with the Help of a Designer
  • Diseño Rentable, Index Book (2008), English translation in 2010: Managing Design for Profits
  • El Sector Tèxtil Català Davant la Integració a la CEE (1988), with S. Maluquer and X. Sáez, Generalitat de Catalunya
  • El Acuerdo Multifibras (1984), AITPA


  • "Applying Service Design to the Design Service Industry," Hiatus Magazine, Sanserif Creatius, 2011
  • "The Value of Design in Decision-making Processes: A Three Tier Model," Design Management Review, Vol. 20, nº 3, 2011
  • "The Value of Design in Decision-making Processes: A Three Tier Model," ARCOS design volume 5 nº2, 2010
  • "Design That Sells," Design Management Review, volume 20, nº 3, 2009
  • "Centra Designu: Co Mogą Dla Nas Zrobić?" VOX DESIGN, Poland, special issue on Design Management, 2009
  • "Managing Design, Managing Expectations," Design Management Europe website, 2008
  • "On Spanish Design" for 2+3D Magazine, Poland, 2008
  • "El Centro de Diseño Como Motor De la Promoción y Su función de Apoyo a las Empresas" in peer reviewed, Economía Industrial 324, Ministry of Industry, 1999

Other teaching activities

  • Business Design one-week module as a member of the international faculty of the master course in advanced design, MADA, Pontificia Universidad Católica de Chile, Santiago (Chile); yearly collaboration 2013–17
  • "The Evaluation of Design and its Reflection on Corporate Strategy" workshop,  Universidad de Valparaíso, Design School, Valparaíso (Chile), July 2013
  • Business Design module at the master course in visual and digital media, Instituto de Empresa Business school, Madrid (Spain), in both of its editions: 2013-14 and 2012-13
  • Design Thinking module at the masters course in design management at the Istituto Europeo di Design Barcelona (Spain), 2012-13 edition
  • Intangible Capital Management module at the masters course in design management at the EOI Business School, Madrid, 2012
  • Design and Business module at the postgraduate course in design management, Universitat Politècnica de Catalunya, Barcelona (Spain), in each of its four editions
  • Design management course, undergraduate level, Universidad Europea de Madrid (Spain), 2011-12 and 2012-13 school years
  • Guest lecturer as part of the "Academic Leaders Program" at the Instituto Tecnológico de Monterrey, campus Querétaro, (México) September 2011
  • Guest lecturer on design management at the Design School of Poznan (Poland), 2009
  • Guest lecturer on design management at the Universidad Autónoma de Aguascalientes, Aguascalientes (México), 2008
  • Design Management Introduction, at the master course in design management, Istituto Europeo di Design, Barcelona (Spain), 2007-2008 and 2008-2009 editions


  • International Symposium "Argentina, Design Capital" on IP rights, organized by the World Industrial Property Organization (WIPO) and the Argentinian Institute for Industrial Property rights, September 2013, (Buenos Aires, Argentina)
  • "Strategic Design for the Real Businesses", Argentinian Center for Design INTI, May 2013, (Buenos Aires, Argentina)
  • "The Value of Design" III seminar, economics and culture, organized by the Chilean National Council of Culture and the Arts, December 2012, (Santiago, Chile)
  • "Design in Business: What, What for and How," Design Congress "Factor Clave," organized by TECH Monterrey, September 2011 (Querétaro, México)
  • "The Value of Design in Small Businesses," XV European Conference of the Design Management Institute, May 2011 (Amsterdam, The Netherlands)
  • "Managing Design for Profits," Slovak Design Center, November 2010 (Bratislava, Slovakia)
  • "Diseño Rentable", design congress organized by the Design Trade Show DISEÑO NETO in San José de Costa Rica, invited by the Ministry of Culture of Costa Rica (2010)
  • Analysis of a Design Management model among Spanish SMEs, in the annual conference "Les Enjeux de la Promotion du Design en Europe", organized by APCI, Paris, January 2007
  • "Emotion as an Economic Value," meeting of the European Project Engage, Madrid, June 2005
  • "The Development of an Integrated Design Management System intended for Small and Medium Sized Enterprises," UsEr Congress, organized by the Portuguese Center of Design, Lisbon, March 2003

Juror in design competitions

  • Design For All Foundation (2011), Design Management European Awards (2008), Focus Awards (2003), AFAMOUR (2012), Barcelona Chamber of Commerce Design Management Awards (2011), Valencia Designers Association Awards (2011), Tenerife Design Biennial Awards (2009), Visual Magazine Editorial Design Awards (2008), Furniture Design Awards María Martínez Otero (2006), Spanish National Design Awards