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About the course

Your Opportunity

Anyone responsible for driving change in their organization through innovation will tell you, it’s not easy. Every step of the journey presents challenges: Identifying/validating new opportunities, aligning a complex organization, designing creative solutions, and getting everything to market at the speed of today’s competition. What processes, philosophies and capabilities are needed to manage these challenges more effectively?

Human centered design has become a powerful methodology for driving innovation in complex organizations. With design playing a strategic role in the world’s most innovative firms, many companies are looking to the “designers toolbox” as the solution to their own product development and innovation struggles. This workshop – stemming from the collaboration between SDA Bocconi School of Management and Frog Design, a global design and strategy firm – aims at answering this challenge using human centered design. At the center of the design-driven approach are two key capabilities: empathy with users (customers and internally) to better understand customer value and rapid prototyping to bring ideas to life quickly.

What You'll Get

A hands-on crash-course in using human centered design that will empower you to identify new market opportunities through a deeper understanding of your customer’s needs and enable you to design the products and experiences that delight customers in new and meaningful ways.

The Innovation by Design course is a hands-on experience guided by expert faculty, both from SDA Bocconi and Frog Design, that combines both theory and practice. You will learn customer-centric methods and tools to boost effective and sustainable innovative processes, aligning your team in delivering objectives and value to the organization and to customers. Once internalized, this approach and model will stay with you and transform the way you approach product and process development challenges.

What you'll be working on

  • Trends on Innovation
  • Developing deep understanding of customers through user research
  • Crafting personas in an effective way
  • Identifying market opportunities
  • Setting a strategic vision for new initiatives
  • Understanding and designing customer journey
  • Methods and tools to ignite creativity within the organization
  • Ethnographic methodologies to identify needs and pain points of consumers
  • Prototyping ideas to foresee potential pitfalls of new products
  • Channelling insights into new products and new solutions
  • Building the business case.

Who should attend

This workshop is aimed at all those who have to deal with innovation, product development, and the redesign of processes (organizational, productive, communicative):

  • product/brand owners
  • product managers
  • innovation/transformation managers
  • entrepreneurs and startuppers.

Trust the experts

Paola Cillo

Degree in Business Administration, Università Bocconi (1996). PhD in Business Administration and Management, Università Bocconi (2001). ACADEMIC CV Associate Professor of Management. Research Associate at the Gucci Research Lab (2017-present). Responsible for the Concentration in Luxury Busin...


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