2023/2024
Design Thinking and Customer Centricity
Type:
Mago-Lego
Delivered by:
Department of Strategic and International Management
When:
3 module
Open to:
students of all HSE University campuses
Language:
English
ECTS credits:
3
Contact hours:
38
Course Syllabus
Abstract
Design thinking provides a consistent model and toolset for accomplishing great customer experience. We will go through most important methods (empathy, ideation, fast prototyping and testing), step-by-step creating innovative service or product. Ability to apply design thinking, service design, UX, customer experience design, etc. on a basic level is based on a few common tools and is highly demanded on the market, which makes this program essential for future product owners, designers and managers. The Project Seminar ‘Design Thinking’ is a part of a cycle of Courses providing Master’s Program ‘Master in International Management (MIM). There is no formal prerequisite for this course
Learning Objectives
- Key learning objective is the ability to apply design thinking tools to solve business problems in order to innovate towards new value propositions. Students will be able to instigate real service innovation projects in organization, leading and facilitating small project teams focused on individual service elements, or developing new value for entire service offering.
Expected Learning Outcomes
- Be able to analyze research data and syntheses customer insights
- Be able to prototype products / services
- Be able to run ideation sessions
- Be able to run qualitive research through auto-ethnography, observation and interviews
- Understand key principles of design thinking implementation: radical collaboration, iterations, co-creation, etc.
Course Contents
- Design thinking intro: principles, process
- Research tools and methods, research planning
- Analysis and synthesis: theory and practice
- Ideation: brainstorming and idea sorting tools
- Prototyping: theory and practice
Assessment Elements
- HomeworkAfter each lesson, the project team receives practical assignments on the covered topic. Depending on the stage of the project, homework is assessed individually or based on the results of the team. The process, work materials and work results are documented in the proposed information system and presented by the participants at the next lesson. Students have a week to work independently. At the beginning of the discipline, students receive a document with the format of the project work (.ppt file) and space in the information system for recording intermediate results. The final grade for this criterion is the arithmetic average of the grades for each homework.
- HomeworkAfter each lesson, the project team receives practical tasks on the topic covered. Depending on the stage of the project, homework is evaluated individually or based on the results of the team's work. The process, working materials and results of the work are documented in the proposed information system and presented by the participants at the next lesson. Students have a week to work independently. At the beginning of the discipline, students receive a document with the project work format (.ppt file) and a space in the information system for editing intermediate results. The final grade for this criterion is the arithmetic mean of grades for each homework assignment.
- Final presentationAt the final presentation, students show the results of applying the two tools that they learned in the course.
- Final test
Interim Assessment
- 2023/2024 3rd module0.5 * Final presentation + 0.2 * Final test + 0.15 * Homework + 0.15 * Homework
Bibliography
Recommended Core Bibliography
- Brown, T. (2009). Change by design : how design thinking can transforms organizations and inspires innovation / Tim Brown with Barry Katz. New York: Harper Collins. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edswao&AN=edswao.308063775
Recommended Additional Bibliography
- Design thinking : understand- improve- apply, , 2011
- Design thinking for the greated good : innovation in the social sector, Liedtka, J., 2017