关于此课程： 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.
制作方： The University of Sydney
教学方： Eric Knight, Associate Professor of Strategic Management and Innovation
Discipline of Strategy, Innovation & Entrepreneurship
| 级别 | Intermediate |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
What is design strategy?
This module gives you an introduction to design strategy. We will look at design thinking and the tools behind it and explore the elements of corporate strategy. Then, we will explore how design strategy can be used as a vehicle to communicate corporate strategy.
7 个视频, 4 个阅读材料, 1 个练习测验
- 阅读: About this course
- 讨论提示: Introduce yourself
- 视频: Introduction to design thinking
- 视频: Introduction to corporate strategy
- 视频: Introduction to design strategy: corporate strategy meets design thinking
- 阅读: The UBank and Swiss Re stories
- 视频: The Ubank & Swiss Re stories
- 视频: The design strategy framework Part 1
- 视频: The design strategy framework Part 2
- 练习测验: Module 1 practice
- 阅读: Worksheet 1: Your chosen organisation - instructions
- 讨论提示: Business model canvas - getting started (Worksheet 1)
- 阅读: Reading list - Module 1
已评分: Worksheet 1: Your chosen organisation - submission
第 2 周
Primary market research and problem statement definition
In this module we'll look at how to plan and conduct primary market research and how to analyse the results. We'll then step through how to craft a meaningful problem definition statement.
4 个视频, 4 个阅读材料, 1 个练习测验
- 视频: Who is your customer? Developing customer personas
- 视频: The UBank/ Swiss Re experience - market research
- 视频: What is a problem definition statement?
- 练习测验: Module 2 practice
- 阅读: Worksheet 2: Problem Definition Statement - instructions
- 阅读: Worksheet 3: Customer persona - instructions
- 阅读: Worksheet 4: Point of View Statement - instructions
- 讨论提示: Problem definition statement
- 讨论提示: Customer personas
- 讨论提示: Point of View statement
- 阅读: Reading list - Module 2
已评分: Worksheet 2: Problem definition statement - submission
已评分: Worksheet 3: Customer Persona - submission
已评分: Worksheet 4: Point of View Statement - submission
第 3 周
Prototyping and product ideation
In this module, we look at creating usable models and frameworks for gathering user feedback and testing solutions, through prototypes and a minimum viable product.
6 个视频, 3 个阅读材料, 1 个练习测验
- 视频: Defining your minimum viable product
- 视频: High fidelity prototype vs low fidelity prototype
- 视频: Testing your prototype on end-users and soliciting their feedback
- 视频: Ideation
- 视频: The UBank/ Swiss Re experience - prototyping
- 练习测验: Module 3 practice
- 阅读: Worksheet 5: Designing a minimum viable product - instructions
- 阅读: Worksheet 6: Live testing of prototype - instructions
- 讨论提示: MVP interview (Worksheet 5)
- 讨论提示: Testing your prototype (Worksheet 6)
- 阅读: Reading list - Module 3
已评分: Worksheet 5: Designing a minimum viable product - submission
已评分: Worksheet 6: Live testing of prototype - submission
第 4 周
Design strategy in practice: Corporate case studies
In this module, you will be introduced to two practical case studies which demonstrate how two Australian based companies are using design strategy to innovate and solve problems every day.
4 个视频, 1 个阅读材料, 1 个练习测验
- 视频: Building real products using design strategy principles
- 视频: Iterating and ideating using customer feedback
- 视频: Embedding design strategy within business strategy
- 练习测验: Module 4 practice
- 讨论提示: Obtaining insights about customers
- 讨论提示: Understanding feedback on your prototype
- 讨论提示: Using design strategy within an organisation
- 阅读: Reading list - Module 4
第 5 周
Course wrap-up
In this module, we will consider what the course has meant for you and how you may be able to use design strategy in your own business context.
2 个视频, 1 个阅读材料
- 讨论提示: Design strategy in your own life
- 讨论提示: Course wrap-up
- 阅读: Reading list - Module 5
- 视频: Course conclusion
已评分: Business model canvas
常见问题解答
运作方式
课程作业
每门课程都像是一本互动的教科书，具有预先录制的视频、测验和项目。
来自同学的帮助
与其他成千上万的学生相联系，对想法进行辩论，讨论课程材料，并寻求帮助来掌握概念。
证书
获得正式认证的作业，并与朋友、同事和雇主分享您的成功。
制作方
The University of Sydney
The University of Sydney is one of the world’s leading comprehensive research and teaching universities, consistently ranked in the top 1 percent of universities in the world. In 2015, we were ranked 45 in the QS World University Rankings, and 100 percent of our research was rated at above, or well above, world standard in the Excellence in Research for Australia report.
评分和审阅
