BUSI4N230: Design Thinking for Innovation (Fudan DBA)

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• This module aims to explore at an advanced level the theory and practice of design thinking, with particular emphasis on its role in the development of new products, services and business models. The approach adopted is problem-based, encouraging students to become entrepreneurs, marketers, visual strategists, ethnographers and storytellers. In the process, students gain both a deep conceptual understanding of the whole design thinking process and a comprehensive toolkit with which to address real-world innovation challenges.

• Fundamentals of Design Thinking:
• History and practice of design thinking
• Major schools of thought Stanford, Nordic, Societal, etc.
• Human-centred design philosophy and the psychology of the designer
• Design theory, principles, terminology and rhetoric
• Design thinking, innovation and customer experience (CX) design
• Stages and Methods:
• Discovery searches, analogues, observation, customer analytics, etc.
• Interpretation contextual analysis, user safaris, shadowing, personas, profiling, mobile ethnography, etc.
• Ideation CX mapping, touch-point analysis, brainstorming, design canvas, storyboarding, etc.
• Experimentation design propositions, prototyping, value co-creation, walkthroughs, market testing, iteration, etc.
• Evolution blueprinting, lifecycle mapping, implementation planning, command-and-control structures, outcome metrics, etc.
• Design, Innovation and the Real-World
• Design thinking best practices, methodological limitations, and critiques of human-centred and customer-centric innovation
• Innovation and the sustainability challenge
• Legal, ethical, regulatory, commercial and societal dimensions

Subject-specific Knowledge:

• Knowledge of the significant aspects of design thinking theory and practice as they apply within commercial and social contexts
• Advanced understanding of human-centered design principles as they apply within innovation processes
• Awareness of the legal, ethical and regulatory dimensions of design thinking practice
• Critical understanding of the innovation process and the contribution of design thinking to that process
• Advanced knowledge of human-centred design principles as they apply within both commercial and not-for-profit contexts

Subject-specific Skills:

• Ability to apply customer experience (CX) analysis models within a real-worlds context
• Ability to design and implement a full design-thinking programme, selecting and responsibly applying appropriate techniques at each stage in the process
• Analyse the user experience in a detailed and structured format, identifying key behaviours, touch-points and moments throughout the business journey

Key Skills:

• Skills of enquiry and explanation through design thinking practice
• Ability to understand and resolve the problems and issues in undertaking doctoral research
• Effective written communication
• Identify and critique key schools of thought within the design thinking community and their distinct methodological contributions
• Scope, develop, facilitate and project-manage a design thinking programme to address a live innovation challenge

• Teaching is undertaken in San Francisco, encompassing a field trip to Silicon Valley in order to study innovation processes and infrastructures first-hand. Delivery is via workshops which comprise a balanced mix of lectures and practical classes, together with visits to Silicon Valley organisations where design thinking methods can be observed in situ. Lectures provide conceptual input, discussion of case studies, debate of legal/ethical issues, etc. Practical classes provide training in, and exposure to, key design principles and design thinking techniques. Learning takes place through attendance at lectures, preparation for and participation in practical classes, and private study.
• Learning will also occur through tutor-supported, as well as self-supported learning groups. In addition, guided reading will address key topics. This range of methods will ensure that students will acquire the advanced skills and knowledge to enable them to develop a thorough understanding of this specialist field of study.
• The assessment of the module takes the form of a research project in design thinking, to test students' knowledge and understanding of the subject-matter and their ability to apply appropriate techniques. Formative assessment is continuous, undertaken within practical classes.

Formative work is undertaken within the practical classes. Students receive training and practice in the use of key customer experience analysis and design thinking methodologies linked to their summative assignments, with continuous assessment and feedback throughout.

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