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Design-Led Strategy: Design thinking for business strategy and entrepreneurship

Approx. 20 hours to complete

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Course Summary

Learn how to design business strategies that align with company goals and create value for customers. This course will teach you how to develop and implement effective design strategies.

Key Learning Points

Understand the principles of design strategy
Learn how to align business goals with design goals
Develop effective design strategies that create value for customers

Learning Outcomes

Develop a design strategy that aligns with business goals
Create value for customers through effective design strategies
Implement design strategies that drive innovation

Prerequisites or good to have knowledge before taking this course

Basic understanding of design principles
Familiarity with business strategy

Course Difficulty Level

Intermediate

Course Format

Online
Self-paced

Similar Courses

Design Thinking
Innovation Management

Related Education Paths

Notable People in This Field

CEO of IDEO
Director of The Design Lab at UC San Diego

Related Books

Description

This course is for entrepreneurial managers who are looking for tools and techniques to introduce exciting, innovative products or services to market quickly and informed by high-quality customer insights. It is applicable to a range of organizations from small-medium sized enterprises through to corporates, and across a range of industrial segments.

The problem this course helps address is the constant pressure managers face to be innovative and introduce novel products and services for their customers. However, many creative ideas get ‘stuck’ in the boardroom or are subject to intra-organizational tensions or group think. This course provides methodologies to break through these challenges. We build on the widely known concept of design thinking but update it and apply it to advance business strategy and entrepreneurship. Over five weeks you will learn what ‘design strategy’ is, how it differs from traditional design thinking and business strategy, and how it can be used to improve existing products or services in your business, or introduce breakthrough ideas. We will also provide an exclusive, deep-dive into the practical application and impact of these strategies in one of Australia’s newest, most innovative financial institutions, UBank, and the global re-insurance giant, Swiss Re. Through conversations with their Senior Executive Leadership Teams, including UBank’s CEO, we will explore how they have embedded innovation through design thinking. By the end of this course, you will have a set of tools to inform product design and development for your own start-up, or to extend the product roadmap of an established organization.

Outline

What is design-led strategy?
Introduction to the course
Introduction to design thinking
Introduction to corporate strategy
Introduction to design strategy: corporate strategy meets design thinking
The Ubank & Swiss Re stories
The design strategy framework Part 1
The design strategy framework Part 2
About this course
Design Strategy course case studies: UBank and SwissRe
Worksheet 1: Your chosen organisation - instructions
Reading list - Module 1
Module 1 practice
Worksheet 1: Your chosen organisation - submission

Primary market research and problem statement definition
Understanding the problem - do you have a headache or a migraine?
Who is your customer? Developing customer personas
The UBank/ Swiss Re experience - market research
What is a problem definition statement?
Worksheet 2: Problem Definition Statement - instructions
Worksheet 3: Customer persona - instructions
Worksheet 4: Point of View Statement - instructions
Reading list - Module 2
Module 2 practice
Worksheet 2: Problem definition statement - submission
Worksheet 3: Customer Persona - submission
Worksheet 4: Point of View Statement - submission

Prototyping and product ideation
What do we mean by prototype?
Defining your minimum viable product
High fidelity prototype vs low fidelity prototype
Testing your prototype on end-users and soliciting their feedback
Ideation
The UBank/ Swiss Re experience - prototyping
Worksheet 5: Designing a minimum viable product - instructions
Worksheet 6: Live testing of prototype - instructions
Reading list - Module 3
Module 3 practice
Worksheet 5: Designing a minimum viable product - submission
Worksheet 6: Live testing of prototype - submission

Design-led strategy in practice: Corporate case studies
Design strategy in the corporate context
Building real products using design strategy principles
Iterating and ideating using customer feedback
Embedding design strategy within business strategy
Reading list - Module 4
Module 4 practice

Course wrap-up
Design strategy in practice: Conclusion
Course conclusion
Reading list - Module 5

Summary of User Reviews

Learn design strategy with Coursera's online course. Users highly recommend this course for its comprehensive material and practical lessons. Discover the key to successful design thinking for your business and career growth.

Key Aspect Users Liked About This Course

Comprehensive material and practical lessons

Pros from User Reviews

In-depth explanation of design thinking concepts
Real-world examples and case studies
Engaging and interactive course content
Flexible pace and schedule
Great value for the price

Cons from User Reviews

Some concepts may be too basic for experienced designers
Limited interaction with instructors
No certificate of completion without paying for it
Technical issues with the platform
Lack of peer interaction

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