Formación Laboris

Curso de Summer Course in Design Thinking for Business Transformation

IED Barcelona Istituto Europeo di Design.
IED Barcelona Istituto Europeo di Design.

Curso Presencial en Barcelona (Barcelona)

Precio:
Duración: 1 semanas

Resumen del curso

Language: English Innovation. Problem-solving. Creativity. Co-Creation. Customer value. These concepts have tremendous impact in today’s business strategy. They are the ingredients that spur new growth opportunities, optimize business processes and create strong connections with customers. They are obvious, yet diffuse.We see these words everywhere we look today. But what do they really define? Are they real? Do they have any real impact on business or are they just a series of trendy words slapped on company slogans, advertisements, and annual reports? Design Thinking is a human-centric group of work processes and frameworks that help identify, develop and deliver on these concepts creatively and efficiently. Real innovation delivers real results. Results in introducing new product-service experiences to create value in a business, in understanding the changing customer expectations or in expanding existing markets. In essence, developing meaningful design solutions through a design thinking approach, co-created with all stakeholders, results in business transformation. This course is designed for the professional who is looking to better define, shape and implement innovative strategies in their respective ecosystems and deliver higher value to their businesses.

Objetivos: – Gain better insights on existing/future customers – Understand customer needs/problems and wants/emotions – Enhance company value by identifying and acting on new opportunities efficiently – How to lead teams through the creative process – Distinguish between experience phase and implementation phase – Prototype fast to clarify concepts and get valued feedback – Validate and sell the ultimate story to stakeholders

Requisitos: The application for all IED Barcelona courses is made directly with the Orientation and Admissions Department Advisors or through an online Admissions Platform. Your Advisor will give you the credentials to access the platform once you want to start the Admission Process.

A quién va dirigido: This Professional Summer Course is designed for professionals working in Sales, Human Resources, Innovation, R+I+D, Marketing, Communications, business development, Design and Management departments willing to work at a strategic level.

Temario completo de este curso

1. THE DESIGN THINKING PROCESS

1.1 The Design Thinking Process

  • A lecture on the basics of Design Thinking, its core principals, key concepts and application usage throughout various industries. There will be an overview of the main tools and framework, as well as of the overall process.

1.2 Discovery & Problem Definition

  • At the base of any product or service, there is a user with a problem/need. This session will focus around discovering who that customer can be, and re-defining the problem through divergent and convergent thinking methodologies such as the Basadur approach.

2. CUSTOMER VALUE

2.1 Co-creating value

  • Human-centered design innovation approach to generate and validate ideas with the people that we want to serve through design. Getting to know people, their context of activity, needs, drivers and barriers towards a design offering is one core activity for successful innovation.

2.2 Mapping the User Journey

  • User journey mapping is a powerful technique to describe a sequence of use of a service from the user’s perspective. It helps define the interaction between the user and the service provider, analyzing and identifying the touch points and artifacts that create value for both of them. Artifacts are all tangible elements that enable the desired interaction (space, channels, objects, signs, speech, website, mobile app, etc).

3. THE OPPORTUNITY

3.1 Modeling Your Strategy

  • In order to begin refocusing the data and ideas into a coherent product or service, we need to identify and map out the success metrics, objectives and goals related to our exploration and how it fits into our overall strategy.

3.2 Decision Making

  • Once the data and ideas are in, we need to start thinking about organizing and filtering these ideas. In this section, we will explore methods and techniques such as telescoping that will allowuse to focus the debate, and filter the most relevant ideas from the haystack.

4. PROTOTYPING

4.1 Prototyping

  • In this session, we will work on quick and effective prototypes with frameworks such as the Minimum Viable Products and Lean Design Prototyping, in order to test and refine the concept, the value proposition, the customer experience and the commercialization.

4.2 Implementation

  • Testing and implementing the prototype into its wider context, we will introduce business modeling tools such as the Business Model Canvas, Lean Model Canvas and Blue Ocean Strategy Model.

5. VALIDATING AND STORYTELLING

5.1 Validation

  • We will explore tools and techniques to validate the product/service before it is more widely launched so as to evaluate and rectify any erroneous assumptions. Also, we will see how to evaluate whether this product or service adds economic value and if is aligned with the overall objectives of the organization from which it was born.

5.2 Storytelling

  • As a final step, we will discuss and review different tools and philosophies that can guide us tell the story to different stakeholders. Different stakeholder will have different views (ex investor vs end-user vs buyer), and so a well thought-out strategy on how to approach each one of these is crucial.
 
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