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University of Virginia

Design Thinking: Discovery Tools

University of Virginia via Coursera

Overview

Welcome Designers! In this course, you will learn to use the most important tools from the field of human-centered design to generate ideas: stakeholder mapping, journey mapping, personas, value-chain analysis, the job-to-be-done, ethnographic interviews, and more. Learn to connect with your customers on a human level, to get beyond what they say and observe what they do. Developed at the Darden School of Business at the University of Virginia, the courses sees a team of design experts join Jeanne Liedtka to explore some of these critical tools that will spark your creativity and help you discover more about your potential clients.

Syllabus

  • Stakeholder Map
    • This week, we'll examine the stakeholder mapping tool. This tool is especially critical as we tackle more complex problems using a design thinking methodology.
  • Job to be Done and Ethnographic Interviews
    • This week, you'll learn about two important and related-tools: Job to Be Done and Ethnographic Interview Guides.
  • Journey Map
    • This week, you'll learn about journey mapping, an important discovery tool. We'll show you what it is and why and how to do it.
  • Personas
    • This week, we'll look at how we can use personas to find important differences that can help us surface specific sets of needs and wants.
  • Value Chain Analysis
    • This week, we'll walk through the Value Chain Analysis process so that you can evaluate your value chain.

Taught by

Jeanne M. Liedtka

Reviews

4.7 rating at Coursera based on 23 ratings

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