Design-Led Strategy: Design thinking for business strategy and entrepreneurship from Coursera

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.

What's inside

Syllabus

What is design-led strategy?

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.

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Explores design strategy, which is standard in business development and marketing

Based on the widely known concept of design thinking for solving common business challenges

Teaches primary market research, which is useful for marketing and business development

Helps students create prototypes and develop minimum viable products, which are essential skills in product development

Examines corporate case studies, which helps learners see how design thinking is used in practice

Taught by Eric Knight, who are recognized for their expertise in design-led strategy

Reviews summary

Design thinking for business strategy and entrepreneurship

According to students, this course offers a largely positive introduction to design-led strategy, effectively bridging design thinking with business application. Many find the practical tools and frameworks provided to be highly applicable to their work. The inclusion of real-world case studies, particularly the UBank example, is frequently highlighted as a valuable strength, offering insightful glimpses into how these strategies are implemented in large organizations. The instructors are often described as knowledgeable and engaging. However, some reviewers feel the course is too basic or doesn't delve deep enough into the 'strategy' component, making it potentially less suitable for experienced professionals seeking advanced concepts. Overall, it's seen as a solid foundation, though some recommend supplementary resources for deeper understanding.

Course structure and pacing are well-received.

"The pacing felt right, allowing enough time to absorb the concepts."

"The structure flows well."

"The instructors were engaging and the structure was logical."

Instructors are knowledgeable and engaging.

"The instructors were engaging and the structure was logical."

"Very inspiring course! Opened my eyes... The instructors were passionate and knowledgeable."

Provides applicable tools and methods.

"The tools provided are practical and I can see how to apply them in my work immediately."

"Provides practical tools and a clear framework."

"I found the framework easy to understand and apply."

"Good value for money. Provides practical tools..."

Corporate examples provide valuable context.

"The case studies, especially UBank, provided real-world context that was incredibly valuable."

"The case studies were insightful, showing how large organizations are actually implementing these ideas."

"The practical examples from UBank were particularly helpful."

"The case studies were a highlight, offering practical insights."

Could benefit from more assignments/workshops.

"The lectures were solid, but I wished there were more hands-on assignments or workshops."

May be too basic for experienced learners.

"The course was too basic, mostly rehashing standard design thinking principles without much depth on strategy."

"Not suitable for experienced professionals looking for advanced strategic frameworks."

"I felt it didn't go deep enough into the 'strategy' aspect."

"Expected more advanced concepts given the 'strategy' in the title."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Design-Led Strategy: Design thinking for business strategy and entrepreneurship with these activities:

Review case study toolkit

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Refresh your skills in working through a case study, identifying problems, and developing solutions.

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Download and read the case study
Identify the problem(s) that the company is facing
Develop a list of potential solutions to the problem(s)
Evaluate the potential solutions
Make a recommendation for the best solution

Design Thinking Crash Course

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Reinforce your understanding of the core concepts of design thinking by following a comprehensive crash course.

Browse courses on Design Thinking

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Enroll in the Udacity course
Watch all video lectures
Complete all interactive exercises
Join the discussion forums

Find a Design Strategy Mentor

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Accelerate your learning by seeking guidance from experienced design strategy professionals.

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Identify potential mentors
Reach out to mentors
Establish a mentoring relationship

Nine other activities

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Design Thinking Tutorial

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Start your design strategy journey by brushing up on the foundational concepts and tools of design thinking.

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Explore the basics of design thinking
Learn about the five stages of design thinking
Practice using design thinking tools

User Interviewing Practice

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Hone your interviewing skills to effectively gather insights and feedback from potential users.

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Learn about different types of user interviews
Develop a user interview guide
Conduct mock user interviews
Analyze interview data

Problem Statement Development

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Develop a clear and concise problem statement to define the target customers' unmet needs and opportunities for innovation.

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Identify the target customer
Conduct market research
Brainstorm potential problem statements
Refine and finalize the problem statement

Design Thinking Workshop

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Deepen your understanding of design thinking and its application in user research by participating in a collaborative workshop.

Browse courses on Design Thinking

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Form a group
Choose a problem statement
Conduct user interviews
Generate design ideas
Present your findings

Wireframe and Prototype Development

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Translate your problem statement into tangible solutions by creating wireframes and prototypes to test with users.

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Create low-fidelity wireframes
Develop interactive prototypes
Conduct user testing
Refine wireframes and prototypes

Design-Led Strategy Proposal

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Apply your understanding of design strategy to a real-world business context by developing a comprehensive proposal.

Browse courses on Design Strategy

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Identify a business problem
Conduct user research
Generate design ideas
Develop a prototype
Write a proposal

Design Strategy Peer Review

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Share your design strategy work with peers for feedback, critique, and diverse perspectives.

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Present your design strategy
Receive feedback from peers
Incorporate feedback into your work

Contribute to a Design Strategy Project

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Gain practical experience by collaborating on open-source design strategy projects.

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Identify a relevant open-source project
Join the project community
Contribute to the project
Share your learnings with the course community

Mentor Junior Designers

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Strengthen your understanding by mentoring junior designers and sharing your knowledge.

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Volunteer as a mentor
Provide guidance and support
Reflect on your mentoring experience

Career center

Learners who complete Design-Led Strategy: Design thinking for business strategy and entrepreneurship will develop knowledge and skills that may be useful to these careers:

User Experience Designer

User Experience Designers are responsible for designing the user interface and user experience of products or services. They work with engineers and product managers to ensure that products are easy to use and meet the needs of customers. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful User Experience Designer. The course will teach you how to use design thinking to understand user needs, develop innovative solutions, and create user experiences that are both effective and enjoyable.

See salaries and explore the career path for User Experience Designer

Design Researcher

Design Researchers are responsible for conducting research to understand user needs and behaviors. They work with a variety of teams, including product development, marketing, and sales, to ensure that products and services are designed to meet the needs of customers. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Design Researcher. The course will teach you how to use design thinking to conduct research, analyze data, and communicate your findings effectively.

See salaries and explore the career path for Design Researcher

Entrepreneur

Entrepreneurs are individuals who start and run their own businesses. They are responsible for all aspects of their business, from developing the business plan to marketing and sales. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Entrepreneur. The course will teach you how to use design thinking to identify opportunities, develop innovative solutions, and build a successful business.

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Service Designer

Service Designers are responsible for designing the overall experience of a service. They work with a variety of teams, including customer service, operations, and IT, to develop and implement solutions that improve the customer experience. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Service Designer. The course will teach you how to use design thinking to understand customer needs, develop innovative solutions, and create service experiences that are both effective and enjoyable.

See salaries and explore the career path for Service Designer

Product Manager

Product Managers are responsible for the development and launch of new products or services. They work with engineers, designers, and marketing teams to bring products to market that meet the needs of customers. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Product Manager. The course will teach you how to use design thinking to identify customer needs, develop innovative solutions, and bring products to market successfully.

See salaries and explore the career path for Product Manager

Innovation Manager

Innovation Managers are responsible for developing and implementing innovation strategies for their organizations. They work with a variety of teams, including research and development, marketing, and sales, to identify and develop new products or services. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Innovation Manager. The course will teach you how to use design thinking to identify opportunities, develop innovative solutions, and build a culture of innovation within your organization.

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Salesforce Manager

Salesforce Managers are responsible for managing the sales team of a company or organization. They work with a variety of teams, including marketing, product development, and customer service, to ensure that the sales team is meeting its goals and objectives. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Salesforce Manager. The course will teach you how to use design thinking to develop sales strategies, manage sales teams, and measure the effectiveness of sales campaigns.

See salaries and explore the career path for Salesforce Manager

Customer Service Manager

Customer Service Managers are responsible for managing the customer service team of a company or organization. They work with a variety of teams, including marketing, sales, and product development, to ensure that the customer service team is meeting its goals and objectives. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Customer Service Manager. The course will teach you how to use design thinking to develop customer service strategies, manage customer service teams, and measure the effectiveness of customer service campaigns.

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Operations Manager

Operations Managers are responsible for managing the day-to-day operations of a company or organization. They work with a variety of teams, including finance, HR, and IT, to ensure that the company is running smoothly and efficiently. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Operations Manager. The course will teach you how to use design thinking to develop operational strategies, manage operational teams, and measure the effectiveness of operational campaigns.

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Marketing Manager

Marketing Managers are responsible for developing and executing marketing campaigns that promote products or services. They work with a variety of teams, including sales, product development, and customer service, to ensure that marketing campaigns are aligned with the overall business strategy. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Marketing Manager. The course will teach you how to use design thinking to understand customer needs, develop creative marketing campaigns, and measure the effectiveness of marketing efforts.

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Business Analyst

Business Analysts are responsible for analyzing business processes and identifying opportunities for improvement. They work with a variety of teams, including IT, operations, and finance, to develop and implement solutions that improve business performance. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Business Analyst. The course will teach you how to use design thinking to understand business problems, develop innovative solutions, and communicate your ideas effectively.

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Creative Director

Creative Directors are responsible for overseeing the creative vision of a company or organization. They work with a variety of teams, including marketing, design, and product development, to ensure that the company's creative output is consistent with its brand and values. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Creative Director. The course will teach you how to use design thinking to develop creative strategies, lead creative teams, and measure the effectiveness of creative campaigns.

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Brand Manager

Brand Managers are responsible for developing and managing the brand of a company or organization. They work with a variety of teams, including marketing, sales, and product development, to ensure that the brand is consistent across all channels. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Brand Manager. The course will teach you how to use design thinking to develop brand strategies, manage brand reputation, and measure the effectiveness of brand campaigns.

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Public relations manager

Public Relations Managers are responsible for managing the public image of a company or organization. They work with a variety of teams, including media relations, marketing, and sales, to develop and implement public relations campaigns. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Public Relations Manager. The course will teach you how to use design thinking to develop public relations strategies, manage media relations, and measure the effectiveness of public relations campaigns.

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Management Consultant

Management Consultants advise businesses on how to improve their performance. They may work on a variety of projects, such as developing new products or services, improving operational efficiency, or reducing costs. Design-Led Strategy: Design thinking for business strategy and entrepreneurship can help you develop the skills and knowledge you need to be a successful Management Consultant. The course will teach you how to use design thinking to solve business problems, develop innovative solutions, and communicate your ideas effectively. This course may also be useful for those who wish to start their own business.

See salaries and explore the career path for Management Consultant