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Today innovation is everyone's business. Whether you're a manager in a global corporation, an entrepreneur just starting out, in a government position, or a teacher in an elementary school, everyone is expected to become lean, to do better with less. And that's why we all need design thinking. At every level of every type of organization, design thinking provides the tools you need to become an innovative thinker and discover the creative opportunities that exist but are not yet being seen. In this
Today innovation is everyone's business.
Whether you are a manager in a global corporation, an entrepreneur just starting out, in a government position, or a teacher in an elementary school, everyone is expected to become lean, to do better with less.
And that's why we all need design thinking.
At every level of every type of organization, design thinking provides the tools you need to become an innovative thinker and discover the creative opportunities that exist, but you're not seeing them yet.
In this course, developed at the University of Virginia's Darden School of Business and taught by top faculty, we provide an overview of design thinking and work with a model that contains four key questions and various tools to help you understand design thinking. design thinking as a problem solving approach.
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Welcome to the course, we're excited you're here! We'll start by unpacking what we mean by design thinking and why it's more effective than traditional methods when innovation is the goal. Looking at the case history of The Good Kitchen, a Danish program to provide meals for the elderly, we will explore how the mindset and practice of the innovation team that partnered with innovation consultancy Hatch & Bloom enabled them to achieve innovation. and growth. We'll also examine what kinds of challenges are best suited for design thinking and learn about the visualization tool, which helps bring ideas to life. By the end of this module, you will have a better understanding of what we mean by design thinking, when to use it, and how to use the visualization tool.
Design thinking is not just about processes and tools, it is also about people: about you as a design thinker and the people you want to create value for and with. So before we launch into the process of using design thinking to generate and test ideas, we first want to focus on your mindset and see if your mind is set up to see and act on the opportunity when it appears in your world. . We'll examine this topic by looking at the stories of two very capable managers, George and Geoff, and how their different mindsets affect their ability to lead innovation and growth. We will also learn about the value of the Storytelling tool. By the end of this module, you will have a better understanding of a mind set to see and act when the opportunity arises, and how to use the Storytelling tool.
We will now dive deeper into the design thinking process, and see how we can use it to generate better ideas. In this module, we'll take a look at the story of an entrepreneur, Chris Cartter, and his startup, MeYouHealth, as they worked with Boston design firm Essential Design to understand the kind of opportunity social media can provide to help us. to improve our health. Examining what already exists is the first step in the design thinking process. As part of the "what is it?" assessment, designers "follow the customer home" and explore the problems they are trying to solve in life versus using their products. Once they have thoroughly explored and searched for patterns, designers look to the future and ask "what if?" This is the creative part of the process, but it also requires a disciplined approach. At the end of this module, you will understand how to use design thinking to generate innovative ideas, how to apply the "what is?" and "what if?" questions and how to use the Mind Maps tool.
Having generated all these innovative ideas, what's next? The design thinking process now helps us take the many ideas we've generated and figure out how to determine which ones can produce the specific kinds of results we want, whether that takes the form of better nutrition for the elderly (for example, Good Kitchen), healthier lifestyle options (eg MeYouHealth), or even more "leads" emanating from their trade shows (as in the example below from IBM). In this module, we'll follow the activities of an IBM team working closely with experiential marketing agency George P. Johnson as they develop and test ideas for a revolutionary approach to trade show participation. This process begins by asking "what is surprising?" This question brings together the customer and business cases that support our new concepts. Typically, the “wow” zone occurs at the intersection of three criteria: 3) someone wants it, 3) we can create and deliver it, and 1) making it has the potential to produce the results we want. So we ask "what works?" and run little experiments to test whether our assumptions are accurate. By the end of this module, you will understand how to apply the "what's surprising?" and "what works?" questions and how to use the Learning Launch tool. We will conclude by reviewing our lessons and discussing strategic opportunities. you will understand how to apply the "what surprises?" and "what works?" questions and how to use the Learning Launch tool. We will conclude by reviewing our lessons and discussing strategic opportunities. you will understand how to apply the "what surprises?" and "what works?" questions and how to use the Learning Launch tool. We will conclude by reviewing our lessons and discussing strategic opportunities.
This module contains materials related to your final course assignment. The assignment requires selecting one of the design thinking tools presented in the course, writing a reflection, and completing three peer reviews. In order to successfully complete the course, you must complete and pass the final assignment.
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United Technologies Corporation Professor of Business Administration
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A premier institution of higher education, the University of Virginia offers outstanding academics, world-class faculty, and a supportive and inspiring environment. Founded by Thomas Jefferson in 1819, the University is guided by its vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, students from around the world have the opportunity to study with renowned academics and thought leaders.
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