Design Thinking: A Toolkit for Breakthrough Innovation

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Course Dates

STARTS ON

December 8, 2021

Course Duration

DURATION

8 weeks, online
4-6 hours per week

Course Duration

Who Is This Program For?

This program teaches a method of problem solving that will give any professional an advantage in their industry or career. It will be particularly beneficial for:

  • 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 needs (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

Ignite Innovation with a Design Thinking Mindset

Most of us are trained in the classical school of thought—we approach opportunities from the top down. But today’s competitive environment requires us to view opportunity through a different lens; a nontraditional one that focuses on human needs. Ideas that are born from the process of design thinking ensure that outcomes meet three criteria: they are desirable, feasible, and viable—and in doing so, these outcomes create an enduring competitive advantage.

It all starts with people.

Businesses that have fully integrated design thinking into their strategy attribute the benefits of doing so to their design team.

90%

of companies that have fully embraced design thinking report a direct impact on revenue.

Source: InVision

80%

of enterprises indicate a significant impact on entry into new markets.

Source: InVision

Key Takeaways

This program will equip you to unpack your assumptions about problem solving and will teach you to approach new opportunities with the human experience in mind. In this program, you will:

  • 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 the 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

Studio Sessions with David Schonthal

Participate in interactive studio sessions that will give you the opportunity to practice the design process and practice innovative techniques you can immediately put to use in your personal and professional life.

Program Experience

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A personalized field guide to reference in future design efforts

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Live, interactive studio sessions with award-winning faculty and practitioners

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Guest lectures from leaders in the world of design and innovation

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Hands-on activities and projects providing real-world application of techniques

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Collaborative opportunities with peers

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Industry examples from renowned brands

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A dedicated program support team

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Innovative frameworks with immediate applications

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Knowledge checks

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Breakthrough discussions

Program Modules

Over the course of eight weeks, participants will be guided through the foundational principles of design thinking and will see how professionals in any role can leverage design thinking to achieve innovative outcomes across a wide spectrum of industries.

Module 1:

Introduction to Design Thinking

Survey the fundamentals of design thinking and learn how they apply to solving business problems. You will also learn why design thinking offers a lasting competitive advantage.

Module 2:

The Power of Why

User and stakeholder input is vital to the design process. Learn how to leverage the JTBD method of interviewing to dig deeper into the functional, social, and emotional needs of people.

Module 3:

Translating Observations to Insights

Discover how to transform observations and insights into business opportunities through the process of synthesis. In addition, you will understand how reframing a question can lead to deeper insights and innovative solutions.

Module 4:

Reframing Opportunities and Generating Ideas

Generate ideas using insights captured during synthesis. You will have the opportunity to practice techniques such as group brainstorming, ideation, and insight analysis during the design process.

Module 5:

Making Ideas Real

Prototyping can serve as a powerful tool during the design process. Evaluate the different methods and techniques for prototyping ideas and test the underlying assumptions of those ideas. You will also learn about the three primary uses of prototyping: learning, validation, and communication.

Module 6:

Overcoming Resistance to New Ideas and Change

New ideas frequently encounter resistance, which often comes from the very people your offering is meant to help. This module illustrates the principles of friction theory to help you recognize and address sources of resistance along the customer journey.

Module 7:

Nontraditional Domains for Design Thinking

After identifying various domains wherein design thinking is making a significant impact, you will explore trends and developments in the field and discuss innovative applications in areas such as biotechnology, venture capital, and more.

Module 8:

Designing Communication that Moves People

Methods of communication can be as varied as the idea itself. Use creative techniques such as visualization and storytelling to bring your ideas to life and overcome resistance to new ideas.

Module 1:

Introduction to Design Thinking

Survey the fundamentals of design thinking and learn how they apply to solving business problems. You will also learn why design thinking offers a lasting competitive advantage.

Module 5:

Making Ideas Real

Prototyping can serve as a powerful tool during the design process. Evaluate the different methods and techniques for prototyping ideas and test the underlying assumptions of those ideas. You will also learn about the three primary uses of prototyping: learning, validation, and communication.

Module 2:

The Power of Why

User and stakeholder input is vital to the design process. Learn how to leverage the JTBD method of interviewing to dig deeper into the functional, social, and emotional needs of people.

Module 6:

Overcoming Resistance to New Ideas and Change

New ideas frequently encounter resistance, which often comes from the very people your offering is meant to help. This module illustrates the principles of friction theory to help you recognize and address sources of resistance along the customer journey.

Module 3:

Translating Observations to Insights

Discover how to transform observations and insights into business opportunities through the process of synthesis. In addition, you will understand how reframing a question can lead to deeper insights and innovative solutions.

Module 7:

Nontraditional Domains for Design Thinking

After identifying various domains wherein design thinking is making a significant impact, you will explore trends and developments in the field and discuss innovative applications in areas such as biotechnology, venture capital, and more.

Module 4:

Reframing Opportunities and Generating Ideas

Generate ideas using insights captured during synthesis. You will have the opportunity to practice techniques such as group brainstorming, ideation, and insight analysis during the design process.

Module 8:

Designing Communication that Moves People

Methods of communication can be as varied as the idea itself. Use creative techniques such as visualization and storytelling to bring your ideas to life and overcome resistance to new ideas.

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Industry Examples

Each week's lesson will feature one or more industry examples, giving you the opportunity to examine how design thinking has been successfully integrated into organizations across a wide variety of markets. See unique applications from brands such as:

Logo og Air New Zealand

Air New Zealand

See how executives embraced the power of prototyping to create a more comfortable in-flight experience.

Logo of AirBnb

Airbnb

Learn how Airbnb tested their offer quickly and cheaply by creating simple prototypes with just enough fidelity to communicate the company’s ideas.

Logo of FlyHomes

FlyHomes

Understand how this innovative start-up removed the forces of friction to simplify the process of buying and selling a home.

Logo for Cisco

Cisco

Learn how Cisco successfully reimagine its virtual telepresence facilities.

Logo for Eli Lilly and Company

Eli Lilly and Company

Discover how insects provided unexpected inspiration for administering medications.

Logo for General Electric

General Electric

Explore how the company designed a pirate ship adventure to calm and engage children undergoing MRI procedures.

Note: All product and company names are trademarks or registered trademarks of their respective holders. Their use does not imply any affiliation or endorsement.

Program Faculty

Faculty Member David Schonthal

David Schonthal

Clinical Professor of Innovation & Entrepreneurship, Kellogg School of Management; Designer, IDEO

David Schonthal is a Clinical Professor of Innovation & Entrepreneurship at Northwestern University's Kellogg School of Management, where he teaches courses in new venture creation, design thinking, business acquisition, healthcare entrepreneurship, corporate innovation, and creativity... More info

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

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After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

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