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Design-Led Strategy: Design thinking for business strategy and entrepreneurship
  • Level Professional
  • Duration 20 hours
  • Course by The University of Sydney
  • Offered by

About

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.

Modules

Welcome and course information

    • 1 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Introduce yourself

1 Videos

  • Introduction to the course

1 Readings

  • About this course

Introduction to design thinking and corporate strategy

    • 6 Videos
    • 1 Readings
Show info about module content

6 Videos

  • 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

1 Readings

  • Design Strategy course case studies: UBank and SwissRe

Module 1 assessment

    • 1 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Module 1 practice
  • Worksheet 1: Your chosen organisation - submission

1 Readings

  • Worksheet 1: Your chosen organisation - instructions

Activities

    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Business model canvas - getting started (Worksheet 1)

1 Readings

  • Reading list - Module 1

Primary market research

    • 4 Videos
Show info about module content

4 Videos

  • 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?

Module 2 assessment

    • 3 Readings
    • 4 Assignment
Show info about module content

4 Assignment

  • Module 2 practice
  • Worksheet 2: Problem definition statement - submission
  • Worksheet 3: Customer Persona - submission
  • Worksheet 4: Point of View Statement - submission

3 Readings

  • Worksheet 2: Problem Definition Statement - instructions
  • Worksheet 3: Customer persona - instructions
  • Worksheet 4: Point of View Statement - instructions

Activities

    • 1 Readings
    • 3 Discussion
Show info about module content

3 Discussions

  • Problem definition statement
  • Customer personas
  • Point of View statement

1 Readings

  • Reading list - Module 2

Prototyping and fidelity mapping

    • 6 Videos
Show info about module content

6 Videos

  • 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

Module 3 assessment

    • 2 Readings
    • 3 Assignment
Show info about module content

3 Assignment

  • Module 3 practice
  • Worksheet 5: Designing a minimum viable product - submission
  • Worksheet 6: Live testing of prototype - submission

2 Readings

  • Worksheet 5: Designing a minimum viable product - instructions
  • Worksheet 6: Live testing of prototype - instructions

Activities

    • 1 Readings
    • 2 Discussion
Show info about module content

2 Discussions

  • MVP interview (Worksheet 5)
  • Testing your prototype (Worksheet 6)

1 Readings

  • Reading list - Module 3

Case studies with UBank and Swiss Re

    • 4 Videos
Show info about module content

4 Videos

  • 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

Module 4 assessment

    • 1 Assignment
Show info about module content

1 Assignment

  • Module 4 practice

Activities

    • 1 Readings
    • 3 Discussion
Show info about module content

3 Discussions

  • Obtaining insights about customers
  • Understanding feedback on your prototype
  • Using design strategy within an organisation

1 Readings

  • Reading list - Module 4

Design-led strategy in practice

    • 1 Videos
Show info about module content

1 Videos

  • Design strategy in practice: Conclusion

Module 5 assessment

    • 1 PeerReview
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1 Peer Review

  • Business model canvas

Activities

    • 1 Readings
    • 2 Discussion
Show info about module content

2 Discussions

  • Design strategy in your own life
  • Course wrap-up

1 Readings

  • Reading list - Module 5

Course conclusion

    • 1 Videos
Show info about module content

1 Videos

  • Course conclusion

Auto Summary

Unlock innovative business strategies with "Design-Led Strategy: Design Thinking for Business Strategy and Entrepreneurship." Geared towards entrepreneurial managers, this 5-week course by Coursera focuses on applying advanced design thinking to enhance business strategies and entrepreneurship. Learn from real-world examples, including insights from UBank and Swiss Re, and gain practical tools to drive product innovation in any organization. Ideal for professionals seeking to introduce breakthrough products or services, the course offers flexible subscription options for a tailored learning experience.

Eric Knight
Instructor

Eric Knight