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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/design-strategy
课程评论：没有评论
课程名称：设计导向战略：商业战略与创业的设计思维 课程概述：此课程旨在为寻求工具和技术以迅速推出创新产品或服务的企业管理人员提供支持，特别关注高质量客户洞察力。课程适用于从中小企业到大型企业的各种组织，涵盖多个行业领域。课程关注管理者面临的持续创新压力，许多创意常常因组织内部的紧张关系或群体思维而停滞不前。课程提供了应对这些挑战的方法论。 我们将基于设计思维的广泛概念进行深入探讨，并将其更新应用于推动商业战略和创业。通过五周的学习，您将了解“设计战略”的定义、它与传统设计思维和商业战略的区别，以及如何利用这一战略改善现有产品或服务或引入突破性的创意。 此外，课程还将深入探讨澳大利亚最新、最具创新性的金融机构UBank和全球再保险巨头Swiss Re的实际应用及其影响。通过与两家公司的高层领导团队（包括UBank的CEO）的对话，我们将探讨如何通过设计思维将创新嵌入组织中。到课程结束时，您将掌握一套工具，以指导自己创业或扩展既有组织的产品路线图。 课程大纲： 1. 模块名称：什么是设计导向战略？ 描述：本模块介绍设计战略，探讨设计思维及其工具，并分析企业战略的要素。随后，我们将研究如何将设计战略作为沟通企业战略的一种手段。 2. 模块名称：初步市场调研与问题定义 描述：本模块将探讨如何规划和进行初步市场调研以及如何分析结果。接着，我们将逐步学习如何撰写有意义的问题定义。 3. 模块名称：原型制作与产品构思 描述：本模块关注创建可用的模型和框架，以便收集用户反馈和测试解决方案，包括原型和最小可行产品（MVP）。 4. 模块名称：设计导向战略在实践中的应用：企业案例研究 描述：本模块将介绍两个实践案例研究，展示两家澳大利亚公司如何运用设计战略进行创新并有效解决问题。 5. 模块名称：课程总结 描述：在这一模块中，我们将考虑课程对您的意义，以及您如何在自身商业环境中运用设计战略。 通过以上学习，您将能够将这些工具应用于您的创业项目或提升既有组织的产品发展方向。
Name:What is design-led strategy?
Description:This module gives you an introduction to design strategy. We will look at design thinking and the tools behind it and explore the elements of corporate strategy. Then, we will explore how design strategy can be used as a vehicle to communicate corporate strategy.
Name:Primary market research and problem statement definition
Description:In this module we'll look at how to plan and conduct primary market research and how to analyse the results. We'll then step through how to craft a meaningful problem definition statement.
Name:Prototyping and product ideation
Description:In this module, we look at creating usable models and frameworks for gathering user feedback and testing solutions, through prototypes and a minimum viable product.
Name:Design-led strategy in practice: Corporate case studies
Description:In this module, you will be introduced to two practical case studies which demonstrate how two Australian based companies are using design strategy to innovate and solve problems every day.
Name:Course wrap-up
Description:In this module, we will consider what the course has meant for you and how you may be able to use design strategy in your own business context.
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.
