Persona Power: Build Products Your Customers Love
What you'll learn
- Learn how to create “personas” for your customer segments
- Use storyboarding to generate customer insights and action plans
- Generate customer models (Kano, Perceptual Gap Maps and Conjoint Analysis)
- Pick the correct customer feature set
Requirements
- There are no course requirements or prerequisites. This course is a foundation course.
Description
WHY IS THIS COURSE IMPORTANT?
Very often products and services are designed and launched into the market based on a guess who the customer is and what value the organization's product to that customer. Most often this leads to failure.
Ditch guesswork, build passion! Master personas to know your customers inside out. Map their lives, uncover desires, and spark groundbreaking product ideas. Learn storyboarding, insights tools, and innovation strategies. Build products they'll love, not just tolerate.
This Course includes the following topics:
Drafting personas with business and healthcare examples
Storyboarding techniques
Deriving customer insights
Tools for perceptual gap maps. Kano models and conjoint analysis
Picking the right feature set (feature fatigue and endowment effect)
Filling Out the 2nd (of 6) Tab of the Business Plan.
WHO IS THE IDEAL STUDENT FOR THIS COURSE?
Product managers and developers: Seeking to develop products that meet real customer needs and stand out in the market.
Entrepreneurs and aspiring entrepreneurs: Looking to generate new business ideas based on a deep understanding of their target market.
Business owners and consultants: Wanting to improve their understanding of their customer base to make better strategic decisions.
User experience (UX) designers and researchers: Seeking to improve their ability to empathize with users and design products that solve their problems.
WHAT IS YOUR TEACHING STYLE?
My teaching style is a very pragmatic one. I assume you know nothing about this topic and start with the foundation and build from there. Some of these concepts could be challenging, so I sprinkle in as many examples as I can, both non-healthcare and healthcare, to ensure complete understanding of the topic.
WHY ARE YOU QUALIFIED TO TEACH THIS COURSE?
I spent 35 years in the designing and launching of medical imaging products and services. My career evolved from leading engineering teams, to becoming VP Marketing and then to president of a Healthcare IT firm. It is also based on 15 years of teaching in several University MBA Programs.
Who this course is for:
- Product managers and developers: Seeking to develop products that meet real customer needs and stand out in the market.
- Entrepreneurs and aspiring entrepreneurs: Looking to generate new business ideas based on a deep understanding of their target market.
- Business owners and consultants: Wanting to improve their understanding of their customer base to make better strategic decisions.
- User experience (UX) designers and researchers: Seeking to improve their ability to empathize with users and design products that solve their problems.
Instructor
- 4.5 Instructor Rating
- 7,596 Reviews
- 22,512 Students
- 26 Courses
Tom Giordano is a 28 year veteran of Philips Healthcare. He retired in 2005 as Vice President of Marketing, where he was responsible for 240 marketing professionals and several billion dollars in product. Through his career, Tom held a wide variety of positions of increasing responsibility at Philips, starting in engineering, progressing to product management, then marketing management and finally senior level business leadership. In 2004, he was awarded the prestigious Presidential Award from Philips for forming a new entrepreneurial business unit that tripled sales in 18 months. Tom played a key role as a course developer and instructor in the management development and executive training efforts with the Philips High Potential Development Center.
Following his retirement from Philips, Tom joined the adjunct faculty of the graduate business schools of the University of New Haven in Connecticut and the University of Washington in Seattle. He currently holds a positiion as "Executive in Residence" at the University of New Haven and continues to teach there with exceptionally high student reviews.
In 2009, while teaching at UW and UNH, he became President of Sectra Healthcare North America for 2 years to lead a very successful turnaround effort.
Tom built a very successful internship program between Philips and the University of Washington and served as a mentor there for 15 years. He also served as a mentor in the University of Washington mentor program and was featured in the book "Mentoring Moments" by Susan Canfield.
Tom serves as chairman of the Patient Advisory Council of Saint Vincent's Hospital in Bridgeport, CT
Tom holds executive coaching certifications with both Lore International and Tilt 360. He holds a BS in Electrical Engineering from Drexel University in Philadelphia and a MS degree in Engineering from the University of Florida.