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.

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.

*Due to the characteristics of the course, application of the substitute class and leave of absence system is not available.

Course Details

Programs: Full-time MBA, Part-time MBA
Discipline: Special Course
Course Level: Specialized Course
Special Features: None
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report: Day 6
Hours Per Class: 3 hours
Class Capacity: 20

Theme/Reading Materials

Day 1
Session A
THEME The big picture of Design Thinking 
CASE IDEO: Human-Centered Service Design
Session B
THEME The Design Thinking process (Information gathering / interviews)
CASE N/A
 
Day 2
Session A
THEME Design Thinking that leads to innovation (From Design 1.0 to Design 2.0)
CASE Design Thinking and Innovation at Apple
Session B
THEME The Design Thinking process (Structuring information)
CASE (Group project)
 
Day 3
Session A
THEME Business model design
CASE Rubicon Global
Session B
THEME The Design Thinking process (Ideation)
CASE (Group project)
 
Day 4
Session A
THEME Design Thinking and leadership (Part 1)
CASE N/A
Session B
THEME Design Thinking and leadership (Part 2)
CASE N/A
 
Day 5
Session A
THEME Design Thinking and communication
CASE N/A
Session B
THEME The Design Thinking process (Storytelling)
CASE (Group project)
 
Day 6
Session A
THEME Group project presentations
CASE N/A
Session B
THEME Organizational transformation and Design Thinking
CASE SAP Design Thinking

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!"