Digital Assets and Tokenized Finance: Practical Frameworks for Leaders
Kellogg School of Management
Online
About Programme
Kellogg Executive Education’s Design Thinking: A Toolkit for Breakthrough Innovation program offers participants a powerful framework for recognizing opportunities, generating and testing new ideas, and realizing new solutions.
Through a combination of interactive sessions, guest lectures, and demonstrations, Kellogg School of Management professor and IDEO designer David Schonthal will take you on an experiential learning journey that covers the entire arc of the design process from inspiration to implementation — and every step in between. Regardless of your role or industry, you will walk away from the program equipped with the tools and techniques to apply this design approach to a wide array of products, services, interfaces, and interactions.
Programme Content
Module 1: Introduction to Design Thinking
Survey the fundamentals of design thinking and learn how they apply to solving business problems.
Define the concept of design thinking
Apply its principles to catalyze innovation
Demonstrate how the process helps professionals solve challenging business problems
Challenge assumptions using a rigorous, human-center approach to creative problem solving
Module 2: The Power of Why
Examine the functional, social, and emotional needs of users and stakeholders, and explore the connection between those needs and the decision-making process.
Apply the JTBD method of interviewing to yield powerful insights into consumer needs and behaviors
Zero in on the moment of struggle that underlies a customer’s decision to “purchase” a product, service, or experience
Identify the push and pull factors that influence your customers’ decisions
Understand the timeline of events in the decision-making process, and target your messaging effectively
Module 3: Translating Observations to Insights
Transform observations into meaningful insights that fuel innovation, using the process of synthesis.
Externalize your data using the power of storytelling
Identify common themes in your data to better understand your customers’ desired progress
Module 4: Reframing Opportunities and Generating Ideas
Learn how to generate novel ideas using insights captured during synthesis.
Employ ideation as a generative process for developing design principles
Apply the techniques of reframing and group brainstorming to develop actionable ideas and articulate business challenges
Reframe questions to promote revolutionary innovation
Follow the rules of brainstorming to support effective ideation
Module 5: Making Ideas Real
Discuss methods for prototyping ideas and testing their underlying assumptions.
Implement prototyping to learn, communicate, and validate
Apply the concepts and tools to develop a solution for your business
Discuss techniques for executing and testing ideas, including sketches, mock-ups, videos, and storyboards
Challenge assumptions about when, how, and why to prototype
Module 6: Overcoming Resistance to New Ideas and Change
New ideas frequently encounter resistance, often from the very people they are meant to help. Use the principles of friction theory to recognize and address factors that hinder the customer journey.
Explain why consumers are often reluctant to adopt new ideas
Use a friction map to identify bottlenecks
Align remedies with forces of friction to overcome resistance
Module 7: Nontraditional Domains for Design Thinking
See how design thinking is making a difference in unexpected ways.
Anticipate trends and development in the field
Hear guest lecturers from a variety of firms and industries reflect on future trends to inspire your journey to innovation
Module 8: Designing Communications that Moves People
Apply creative techniques to design ways of communicating that are as unique as your ideas.
Use visualization, storytelling, and design fiction to bring your ideas to life
Leverage communications strategies to promote innovation and overcome resistance to new ideas
Discuss the role of media and technology in communications design
Build compelling stories using a narrative structure that comprises an emotional and a business arc
Programme Audience
Product or service managers seeking an innovative, consumer-oriented strategy that minimizes the risk of bringing a new product to market by developing deep insights, rapid prototyping, and designing thoughtful experiments
Designers who want to address people’s need (both stated and unstated) through creative thought processes and advance their careers with a hands-on certificate program
Consultants who want to offer clients far more differentiated and disruptive solutions using a step-by-step method of problem solving and integrated design thinking approaches
C-suite professionals, heads of business, and entrepreneurs who recognize that gaining an edge and increasing market share require re-imagining their businesses from the bottom up and wish to make design thinking an inherent philosophy in their organizations
Individuals or teams that are developing transformational business models and searching for new ways to bring offerings to the market with lower risk and strong customer focus
Programme Benefits
Learn to apply design thinking fundamentals to ensure that a solution is desirable from a human point of view and aligns with what is technologically feasible and economically viable
Develop an in-depth understanding of the full design process from inspiration to implementation and learn to transform an idea into an innovative product or service
Gain hands-on experience with key methods and tools including Jobs-to-be-Done (JTBD) framework for customer discovery, synthesis, ideation, prototyping, and storytelling to create and communicate offerings that address customer needs
Learn how design thinking is used to conceive innovative business models and forecast trends and developments
Discover how design thinking can nurture your individual creativity, help you overcome resistance to new ideas, and provide advantages such as reduced time-to-market, lower costs, and increased market share
Implement design thinking as a rigorous, human-centered approach to creative problem solving that can be leveraged across a spectrum of functions, industries, and organizations
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