This module introduces the use of human centred design and prototyping in the entrepreneurial practice, understanding design as a creative activity with the capacity to:
- Shape ideas into products that generate value for the customer.
- Quickly test and iterate ideas through physical or digital products.
- Understand the constraints of scaling up your product and formulating a technical brief for an optimal execution of your idea.
The aim is to help entrepreneurs in their journey of bringing ideas to life through the exercise of number of methodologies - both practical and theoretical - for discovering customer pains, developing solution concepts, building prototypes and testing them with users and potential customers. The resulting output will be a portfolio of projects, which demonstrates a student’s ability to discover an opportunity, develop a ﬁrst hypothesis of a value proposition and through diﬀerent design techniques, develop and test minimum viable products or services.
This course is tailored for non-designer entrepreneurs, giving students a mix of knowledge and skills on design thinking and practice with the aim of helping them advance in their own challenges and ventures. Through the successful completion of the course the students will learn:
- How to discover and deﬁne a problem or opportunity inside a ﬁeld based on human centred design research conducted with real people, building insights from users, stakeholders and systems.
- How to co-create alternative oﬀerings with users and to develop design propositions for them.
- How to identify the parts and stages of a business which require prototyping and plan a process of prototyping iterations.
- How to design experiments, prototypes and minimal viable products to test them with real people.
- How to reach and engage with users and customers to communicate and test minimum viable products and services.
- How to reﬂect and communicate their goals, learnings and ﬁndings.
- User centred design and design research methods
- Visual language and systemic thinking
- UX / UI engaging the user
- Online presence and web design tools
- Ideation methodologies
- Persist / Pivot / Abandon - your idea
- Minimum viable products
- Paper prototyping
- High-res prototyping
- Co-creation and user testing
- Concierge MVPs
- Technical Briefing; keeping your consultant engaged
Current students should refer to Moodle for specific details of the current year’s assessment.
The Universal Principles of Design, William Lidwell, Kritina Holden, Jill Butler
The Art of the Start 2.0, Guy Kawasaki
Frugal Innovation: How to do more with less, Navi Radjou
Zero to one, Peter Thiel
Ries, E. (2011) The Lean Startup. New York, Crown Business.
Brown, T. (2009) Change by Design. Harper Collins.
Nesta (2014) Development Impact & You. [Online]. Nesta. Available from:http://diytoolkit.org/
Shipping greatness, Chris Vander May O’reilly