Design Thinking and Beyond

When IBM interviewed over 1,500 CEOs, the leadership quality they identified most frequently as needed in the current environment, was creativity. When Harvard scholars interviewed Executives and business school Deans, they found that a common criticism of business education programmes is that graduates “learn analysis, but not action.” The answer to that is innovation.

Successful innovation cannot sustain without creativity, and design is the force behind it. Unfortunately, organisations big and small, often struggle with how to cultivate design, relegating it to a particular department, or outsourcing it altogether. However, design must lead, not follow, innovation. It must play the role of a strategic coordinator for innovations. Indeed, companies like Apple, Samsung, Google and IBM identify design as their core strategic capability to lead innovation. But design is not just about the look and feel of products. It is an ongoing inquiry about the identity of our products, our customers, and ultimately, ourselves. It is not just about individual creativity. Nor is it restricted to isolated problem-solving by a small group. Instead, design is something that must become a part of an organisation’s fundamental capabilities, covering all levels and areas of it.

In this three-day workshop, participants will learn key concepts, methods and principles related to design, design thinking and design management. Through hands-on creative workshops, interactive exercises, case discussions and lectures, participants will learn how to develop design capability, and leverage it for innovation.

Dates and Venue

March 16, 2018 - March 18, 2018
INR 1,00,000 plus tax
ISB, Hyderabad Campus
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Who should attend

Managers in the areas of Marketing and Strategy Innovation, IT, and Organisation Change are ideal for this programme. For maximum benefit, pairs or groups
of Managers from the same company should attend it.

KEY BENEFITS

In this three-day workshop, participants will learn key concepts, methods and principles related to design, design thinking and design management. Through hands-on creative workshops, interactive exercises, case discussions and lectures, participants will learn how to develop design capability, and leverage it for innovation. Participants will be able to:
  • Understand the design thinking process
  • Generate and evaluate new product and service concepts
  • Design products and services with enhanced customer experiences
  • Manage Design strategy and function
  • Use business design thinking principles to better understand client businesses
  • Encompass design thinking processes to drive business model innovations and to enhance performance of organizations and systems

Faculty

Youngjin Yoo, PhD, is Elizabeth M. and William C. Treuhaft Professor in Entrepreneurship, and Professor of Information Systems at the Department of Design & Innovation at the Weatherhead School of Management at Case Western Reserve University.