Intro to Design Thinking: Innovation Strategy for Business
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Design thinking may be a relatively new concept, but it has actually been around for a very long time. Everything around you has been designed. The chair you're sitting on. The device you're looking at. The grocery store around the corner, the car that's parked out front, everything has been designed. Everything has been designed in an attempt to delight you. Often, that translates to higher pricing power and higher profits.
You do want higher profits, right?
If so, you need to check out this course. This course teaches you how to think like a designer, and how to design an experience that will delight your consumers.
This course is not intended for designers. They already know how to think like a designer - they're making a career out of it. This course is designed for business people. This course doesn't start at the design process - this course has a strong emphasis on what happens before you start designing. As business people, we know that we do not have the luxury to have someone else tell us what needs designing, what needs to be re-imagined. We have to come up with the business problem all on our own! This course aims to help you do exactly that.
This course also is not intended to replace designers. While this course will teach you the design process, there are professionals out there who specialize in design. No man is an island. Adding talent to your team is always a good idea (budget permitting).
What this course will do is to get your creative juices flowing! Besides teaching you the process, this course is also filled with real-world case studies to serve as inspirations and examples. And perhaps you'll discover that you're not just a business person, but there is an inner-designer within you! And you may find a whole new market that creates new opportunities for your business. Or you may come up with the next can't-do-without product that would significantly add to your bottom line.
Are you up for the challenge? Are you ready to bring out the creative genius in you?
Not for you? No problem.
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Nice to meet you!Preview
|Section 1: What is Design Thinking?|
What is design thinking?
Case study - what is the problem?
|Section 2: Getting Started with the Design Thinking Process|
Design thinking process
Understand the problemPreview
What is the bigger picture?
Alternative considerations and case study
Ethnographic research and observation framework
|Section 3: Design Thinking Tool: Developing a Persona|
Why develop personas?Preview
Branding Basics: Target Consumer
What are Personas?
Framework for Persona development
More persona examples
|Section 4: Using Design Thinking to Find a Solution|
Case Study: Denmark Food Service
Defining a point of view
Prototyping and testing
Prototype & Test Example: Nordstorm
Case Study: Denmark Food Service Conclusion
Class wrap up
|Section 5: BONUS SECTION: Branding Basics: Target Consumer|
This bonus lecture is an excerpt from the class Branding Basics: Build a brand strategy in 3 easy steps!. This lecture goes in more details on how to define your target consumer, offering a foundation for building your buyer persona.
BONUS EXERCISE: Creating a Target Consumer Mood Board
|Section 6: BONUS SECTION: Mapping the Consumer Decision Journey|
This bonus section is excerpt from the Udemy course Marketing Strategy: Why are they not buying your product?. In that course, a framework was introduced to understand the buyer's purchase decision criteria and the path-to-purchase. Such framework can be very helpful in uncovering and synzethising insights.
BONUS LECTURE: Consumer Decision Journey Examples
I'm Jeannie Chan, a branding and marketing specialist based in New York City. I work full-time marketing million-dollar brands, and do pro-bono consulting and marketing for non-profit organizations. I have been a marketer for over a decade, with experience in a variety of industries. I have worked in categories ranging from pet food to electronics. My expertise and knowledge are based on my experience working with / for entrepreneurs, non-profit organizations, and Fortune 500 companies. Along the way, I picked up quite a few tricks of the trade. Now, I hope to share them with you here on Udemy.
I got my MBA concentrating in Brand Management from Washington University in St. Louis. During the day, I'm a Senior Brand Manager for a Global Fortune 500 company. In my free time, I eat my way around New York City.