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•  Prework & Outline

About the Instructor

 

 

 

 

Design Research and the Customer-driven Innovation Strategy

Course Outline

 

Getting the Big Picture

  • Design Thinking as an approach to innovation: a framework for understanding what design thinking is and how to apply it to innovation initiatives

  • Why innovation fails: what designers can do to assure initiatives succeed

  • Design Innovation as a growth strategy: facilitating strategic conversations and building alignment to define innovation strategy

  • Evaluating the business opportunity: an introduction to conducting Market Opportunity Assessments

  • Cultural trends: using cultural trends as a framework for generating and designing new offerings

  • Introduction to semiotics: leveraging the cultural meaning of visual design

  • Profiling Customers: making segmentation useful for design and bringing customers to life

  • Making meaning, the basics of value creation: uncovering what is most meaningful and most valuable to customers to create an innovation platform

Design’s unique role in customer-driven innovation

  • Mapping the design space: creating conceptual frameworks to facilitate concept generation

  • Driving creative breakthroughs: using insights to redefine the problem space

  • Design principles: translating insights into prescriptive design direction

  • Systems design: designing holistic approaches for the organization

  • Iterative research: during design research processes to evolve and refine concepts

  • Validation research: building confidence in design outcomes

The Design Researcher’s tool box

  • Introduction to research methodologies: what tools belong in your tool box, and how to select the right method for your research objectives

  • How to think about research data: Research as inspiration vs. useful guidance vs. prescriptive direction vs. gospel truth

Specific methods

  • Design Ethnography: using observational research to build empathy, bring customers to life visually, and develop models/frameworks to see opportunities and patterns

  • Levels of ethnographic inquiry: the differences between causal observation, structured in-context interviewing, formal ethnography, rigorous commercial ethnography and academic ethnography

 

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