Design Thinking and User Experience

Course Objectives

"The role of design in management has shifted. The importance of design has increased as focus has moved from creativity and branding (Design 1.0) to a more people-centered approach (Design 2.0). Design is still evolving, and its influence can be seen in “backwards workflows” that start with the values of the customer experience and fit the business around these, and in using design as an operating system that realizes strategy, or in cultivating a design-oriented corporate culture. In this course, we will deepen our understanding and sharpen our creativity while discussing cases of innovation that revolutionize customer experience through technology born from people-centered concepts. On Day 1, we will organize ourselves into groups to carry out a three-month project that makes use of the design thinking methods covered in the course and apply them to business. * Due to the characteristics of the course, application of the substitute class and leave of absence system is not available."

This course is ideal for active business leaders, especially those concerned with customer experience, aiming to create new services and value, or those interested in ideas and methods for creating innovation.

Course Details

Programs: Full-time MBA, Part-time MBA
Discipline: Creation
Course Level: Specialized Course
Required/Elective Course: Elective Course
Special Features: Group Work
Number of Credits: 1.5
Report: Day 6
Hours Per Class: 3 hours
Class Capacity: 35(Part-time MBA)

*Due to the characteristics of the course, application of the substitute class and leave of absence system may be limited.

 

Recommended Preliminary Courses

"In order to optimize learning, students are recommended to have taken or be familiar with the following related courses:

— Critical Thinking

— Marketing

Due to duplication of content, students who have completed the following course cannot enroll in Design Thinking and User Experience.

— Creativity and Organization Management (*)"

 

Theme/Reading Materials

Day 1
Session A
THEME Design Thinking that leads to innovation
CASE Design Thinking and Innovation at Apple
Session B
THEME The Design Thinking process (Information gathering / interviews)
CASE

N/A

 
Day 2
Session A
THEME The big picture of Design Thinking
CASE

IDEO: Human-Centered Service Design

Session B
THEME The Design Thinking process (Structuring information)
CASE N/A
 
Day 3
Session A
THEME Ideation methods
CASE N/A
Session B
THEME The Design Thinking process (Ideation)
CASE N/A
 
Day 4
Session A
THEME Designing User Experience
CASE N/A
Session B
THEME The Design Thinking process
CASE N/A
 
Day 5
Session A
THEME The Design Thinking process (Storytelling)
CASE N/A
Session B
THEME Design Thinking and communication
CASE N/A
 
Day 6
Session A
THEME The Design Thinking process (Group project presentations)
CASE N/A
Session B
THEME The Design Thinking process (Group project presentations)
CASE N/A

Textbooks

"Tom Kelley, 2016. The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm

ISBN-10: 1781256144 / ISBN-13: 978-1781256145 Kindle Edition ASIN: B01F5X7AFY"
 
 

Reference

"Marc Stickdorn, 2012. This is Service Design Thinking: Basics, Tools, Cases

ISBN 10: 906369279X / ISBN 13: 9789063692797"

"Steve Portigal, 2013. Interviewing Users: How to Uncover Compelling Insights

ISBN-10: 193382011X / ISBN-13: 978-1933820118"

"Ian Atkinson, 2014. The Creative Problem Solver: 12 smart problem-solving tools to solve any business challenge

ISBN-10: 1292016183 / ISBN-13: 978-1292016184"

"Tom Kelley, 2013. Creative Confidence: Unleashing the Creative Potential Within Us All

ISBN-10: 038534936X / ISBN-13: 978-0385349369"

"Alexander Osterwalder, 2014. Value Proposition Design: How to Create Products and Services Customers Want (Strategyzer)

ISBN-10: 1118968050 / ISBN-13: 978-1118968055"

 

Faculty

Cristian Vlad
Creation, Global/Asia/Japan, Marketing and Strategy
"Creativity, Critical Thinking and Marketing work hand-in-hand and new strategy planning and research methodologies are developed each day. Let’s explore together the fundamentals of marketing and strategy and see which approach fits you and your project best! See you in class!"
Michelle Lim
Marketing and Strategy
Michelle Lim is a seasoned Design Thinker with a flair for art. Hailing from Malaysia, the cultural diversity piqued her interest in reading between the lines and facilitating a better understanding between people of different background and experience. She currently works as a Creative Consultant with JCE Japan Creative Enterprise, overseeing projects ranging from Inbound/Outbound Tourism to Talent Engagement, HR Strategy as well as Creativity.
Darren Menabney
Critical and Analytical Skills
Communicating your ideas and persuading others is critical to your success as a leader and business professional, whether as an entrepreneur, an employee of a large firm, or member of the public or not-for-profit sectors. No one is born as a natural presenter, it comes with a lot of work, practice, learning from your mistakes, and learning about yourself. My goal is to help you build your confidence and ability to present effectively, clearly, and persuasively, to a global audience. Find the uniqueness which you bring to your presentations, strengthen that, and use it to persuade, inform, and inspire others!

Faculty

Cristian Vlad
Cristian Vlad
Creation, Global/Asia/Japan, Marketing and Strategy
"Creativity, Critical Thinking and Marketing work hand-in-hand and new strategy planning and research methodologies are developed each day. Let’s explore together the fundamentals of marketing and strategy and see which approach fits you and your project best! See you in class!"
Michelle Lim
Michelle Lim
Marketing and Strategy
Michelle Lim is a seasoned Design Thinker with a flair for art. Hailing from Malaysia, the cultural diversity piqued her interest in reading between the lines and facilitating a better understanding between people of different background and experience. She currently works as a Creative Consultant with JCE Japan Creative Enterprise, overseeing projects ranging from Inbound/Outbound Tourism to Talent Engagement, HR Strategy as well as Creativity.
Darren Menabney
Darren Menabney
Critical and Analytical Skills
Communicating your ideas and persuading others is critical to your success as a leader and business professional, whether as an entrepreneur, an employee of a large firm, or member of the public or not-for-profit sectors. No one is born as a natural presenter, it comes with a lot of work, practice, learning from your mistakes, and learning about yourself. My goal is to help you build your confidence and ability to present effectively, clearly, and persuasively, to a global audience. Find the uniqueness which you bring to your presentations, strengthen that, and use it to persuade, inform, and inspire others!