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Photo  ©   Matiss Markovskis

Design is a method of identifying a real need

and provides solutions that result

in happiness and satisfaction.

research results book
About me

Design mindfulness and sensibility are my abilities towards happiness, satisfaction, and effectiveness by design.

I practise and advise on diverse human-centred design research, design and creative thinking methods in process, strategy and new products, together with service development.

As an Assistant Lecturer in Design management of TU Dublin School of Creative Arts, I lecture on arts, design and creative industries subjects, such as design and artistic research methods, strategic, quality and project management, value of design and supervise undergraduate and postgraduate thesis development. I used to be an Associate Professor of the Design Department, Art Academy of Latvia for fourteen years, and lectured on several subjects within the arts and creative industries including design and project management. I also supervised design Bachelor, Master, and Doctoral theses and projects. I developed research based design practice, defended the first doctoral thesis in design context research and carried out the first postdoctoral study in design in Latvia.

I have defined perceived added value of design that measures cultural and personal satisfaction, happiness and well-being as a result of design’s socioeconomic impact from the user’s perspective across five generations and four socioeconomic class groups. I advocate design as a method of creating happy and satisfied societies. I have published  the book 'Perceived Design Value' where the triple design process and design maturity matrix are proposed to witness design’s added value in a framework of redefined design definition.

I founded an NGO ‘Creative partnership’ in 1997 and continue to be a managing and creative director of the organisation. The organisation is involved in informal art, craft, design, and music subjects, including creative education.

I am the author of the time-line ‘Design footprints’ (‘Dizaina pēdas. Notikumu un dizaina mijiedarbība laika līnīja’, co-author Matiss Zvaigzne), in which design theory development is analysed in the context of economic, political, technological, social, and sustainability facts. I designed and managed the first (and only), continuous education program, ‘Design teacher’, catering for in-service art teachers located in both Latvia and other Baltic Countries.


I am Design Researcher, Lecturer, Solution & Experience creator.

Postdoctoral Research

Identification system

of Design socio-economic

impact towards transformation

of knowledge intensive

economy in Latvia

The postdoctoral research as the local–global case study clarifies the added value of design from the perspectives of users spanning five generations and four socioeconomic class groups by recommending perceived value indicators of design that measure cultural and personal satisfaction, happiness, and well-being as end results of product and service usage.

The objective of this research was to decode design’s added value by identifying aspects that may help businesses, governments, and society apply design more consciously and mindfully to determine the value proposition as a customer-perceived value and total customer benefit.

The defined perceived value indicators of design succeeded in reflecting conditional subjective values and contributed to developing user-centered design-driven businesses by understanding meanings that people feel, sense, and receive when using products and services. The defined perceived value indicators of “useful,” “convenient,” “safe,” “durable,” “aesthetic,” and “singular,” as perceived design value indicators of products, and “intelligible,” “accessible,” “safe,” “timely,” “perceivable,” and “experienceable,” for services, are conditionally subjective, which should be taken into consideration in the product/service innovation process.


Postdoctoral research "Identification system of Design socioeconomic impact towards transformation of knowledge intensive economy in Latvia", Nr., is financed by European Regional Development Fund and Republic of Latvia.

Aija Freimane is a representative of the advisory body of the Liepaja Music, Art and Design Secondary School. Aija's suggested solutions and guest lecturers have inspired students, teachers and guests to come up with new ideas, research and self-development, and are the basis for new discussions in art.

Inga Auziņa / LMMDV Director

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