| 授業名 | Design Thinking for Managers |
|---|---|
| Course Title | Design Thinking for Managers |
| 担当教員 Instructor Name | Ricardo Lim |
| コード Couse Code | GLP115_G20N |
| 授業形態 Class Type | 講義 Regular course |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | MBA |
| 開講情報 Terms / Location | 2020 GSM Nagoya Spring |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
授業の目的（意義） / Importance of this course
In the late 90s customers had few choices of products, had to buy things at the store, had limited tastes (which were easily shaped by producers) and had limited access to slow information, like TV and cable. In the last 20 years customers got viral social and streaming media, shifting tech, customizable choices and many choices of delivery modes. All this make a manager’s and a business’s problems--even a confused customer's!--more "wicked": not "evil," but complex and shifting and messy. Generating solutions to these “wicked’ problems require new thinking and behaviors.
This course will introduce you to the philosophy and methods of Design Thinking: an iterative way to solve wicked problems. DT results in innovation, like a new product, service or process. Design Thinking is not just for NPD: it can be applied for team management, lean processes, even programming. DT can complement other types of thinking, and can solve both business and societal problems.
Students will experience an immersion of the Design Thinking process that involves gathering relevant data about the problem; understanding the end-users needs, ideating possible solutions, rapid prototyping, testing and iteration. Students will work in assigned small groups and present their ‘solutions’ to the class. In addition, students will be asked to maintain a learning journal of the learning process.
Topics to be covered include:
• Input Empathy
o Visualization
o Journey Mapping / Reframing
o Value Chain Analysis
o Mind mapping
o Brainstorming
• Output Empathy
o Rapid Prototyping
o Testing
o Feedback
o Customer co-creation
This course will introduce you to the philosophy and methods of Design Thinking: an iterative way to solve wicked problems. DT results in innovation, like a new product, service or process. Design Thinking is not just for NPD: it can be applied for team management, lean processes, even programming. DT can complement other types of thinking, and can solve both business and societal problems.
Students will experience an immersion of the Design Thinking process that involves gathering relevant data about the problem; understanding the end-users needs, ideating possible solutions, rapid prototyping, testing and iteration. Students will work in assigned small groups and present their ‘solutions’ to the class. In addition, students will be asked to maintain a learning journal of the learning process.
Topics to be covered include:
• Input Empathy
o Visualization
o Journey Mapping / Reframing
o Value Chain Analysis
o Mind mapping
o Brainstorming
• Output Empathy
o Rapid Prototyping
o Testing
o Feedback
o Customer co-creation
到達目標 / Achievement Goal
本授業の該当ラーニングゴール Learning Goals
*本学の教育ミッションを具現化する形で設定されています。
LG1 Critical Thinking
LG2 Diversity Awareness
LG4 Effective Communication
LG6 Innovative Leadership (MBA)
LG7 Global Perspective (GLP)
LG2 Diversity Awareness
LG4 Effective Communication
LG6 Innovative Leadership (MBA)
LG7 Global Perspective (GLP)
受講後得られる具体的スキルや知識 Learning Outcomes
1. Use practical Design Thinking in your careers: team management, meeting management, new product development, strategic planning and facilitation, process improvement and many other team processes.
2. Enhance your sensory skills of observation and of user empathy.
3. Solicit customer pains, brainstorm ideas, build prototypes and test them in rapid cycles to help customers solve their problems.
2. Enhance your sensory skills of observation and of user empathy.
3. Solicit customer pains, brainstorm ideas, build prototypes and test them in rapid cycles to help customers solve their problems.
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 30 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 70 % |
| フィールドメソッド Field Method | 0 % | 合計 Total | 100 % |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods
The course is a combination of a few lectures and many class discussions and in-class live exercises. I will grade your participation in both class discussions and learning team breakout rooms. How actively do you participate by sharing your ideas with others, collaborating with teams, and contributing insights to the group? This is 45% of your grade.
Because of the short, intense periods, 25% of your grade is attending: show up and and do the class exercises. The most rigorous students will read all assigned texts. Other students should at least browse alternative readings on the web (provided in each section)
as background reading. There are no prerequisite subjects to understanding design thinking. Students should read the short articles from the web for each class, as well as prepare the few cases assigned. (Not all classes have cases; most will have exercises based on the readings.)
There will be a final reflection paper due before August 7, 2020, 11:59 p.m. Japan time. Please submit electronic PDFs directly to me, Ricardo A. Lim (email: lim_ricardo@nucba.ac.jp) No final submission, no final grade. The paper is 30% of your grade.
Example description
Preparatory report
Case ：
Assignment ：
Deadline ：Before the class begins on Day 1
Submission method：Please provide instructions on your proffered submission wither it is via hard/soft copy.
Final report
Case ：
Assignment ：
Deadline ：At the end of the class on last day
Submission method：Please provide instructions on your proffered submission wither it is via hard/soft copy.
Because of the short, intense periods, 25% of your grade is attending: show up and and do the class exercises. The most rigorous students will read all assigned texts. Other students should at least browse alternative readings on the web (provided in each section)
as background reading. There are no prerequisite subjects to understanding design thinking. Students should read the short articles from the web for each class, as well as prepare the few cases assigned. (Not all classes have cases; most will have exercises based on the readings.)
There will be a final reflection paper due before August 7, 2020, 11:59 p.m. Japan time. Please submit electronic PDFs directly to me, Ricardo A. Lim (email: lim_ricardo@nucba.ac.jp) No final submission, no final grade. The paper is 30% of your grade.
Example description
Preparatory report
Case ：
Assignment ：
Deadline ：Before the class begins on Day 1
Submission method：Please provide instructions on your proffered submission wither it is via hard/soft copy.
Final report
Case ：
Assignment ：
Deadline ：At the end of the class on last day
Submission method：Please provide instructions on your proffered submission wither it is via hard/soft copy.
授業スケジュール Course Schedule
第1日（Day1）
1/1 Introduction, Busi-ness models, valuePreparation:
Conversations on Business models and value
WATCH:
V01 WELCOME TO DT
V02 INTRODUCTION
V03 BUSINESS MODEL SERIES
V03.1 VALUE PROPOSITION
V03.2 CANVAS REVENUES
V03.3 CANVAS COSTS
V03.4 ALL TOGETHER, NOW!
V04 EMPATHIZE SERIES
V04.1 HCD D-CHALLENGE
V04.2 EMPATHIZE!
WATCH: Business Model Canvas Explained: https://youtu.be/QoAOzMTLP5s
Read Note on Design Thinking, by Ricardo A. Lim
Optional reading
good summary of DT and its relatives: https://www.interaction-design.org/literature/article/design-thinking-a-quick-overview?ep=uxness
Exercise: Zoom open discus-sion
1/2 Spoti-fy’s busi-ness model
Prepare: Spotify HBSP 9-516-046
Exercise: Class discus-sion
1/3 Empathy Exercises
Preparation:
Team Exercise on gift giving and procrastination: details TBA
Optional read:
“EMPATHISE” stage 1 of DT and “DESIGN” stage 2 of DT https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-process
https://www.marketingweek.com/how-to-use-ethnography-for-in-depth-consumer-insight/
https://www.gutcheckit.com/blog/ethnographic-research-vs-market-research/
Exercise: Team exercise
●使用するケース
Spotify HBSP 9-516-046第2日（Day2）
2/1 Empa-thy Exer-cises. Cont’dPreparation:
Read: Stories That Deliver Business Insights HBSP SMR475
Read Converting observations to insights: https://thrivethinking.com/2016/03/28/what-is-insight-definition/
Optional readings:
Creating Personas@ https://medium.muz.li/what-are-how-to-create-personas-step-by-step-guidelines-of-everything-49357da2cb59
Watch:
THE DEEP DIVE: watch the ABC Nightline video on IDEO @ www.youtube.com/watch?v=JkHOxyafGpE (tab for parts 2 and 3)
V05 DEFINE SERIES
- V05.1 OBSERVE TO INSIGHT
- V05.2 PERSONAS JOURNEY MAPS
Exercise: Team exercise
2/2 Deep perso-nas
Preparation:
Read Case: Relating to Peapod 9-314-142
Optional readings:
Stories That Deliver Business Insights SMR475
The Smile Factory: Work at Disneyland (John Van Maanen): available @ http://www.analytictech.com/mb709/cases/smile_factory.pdf
Exercise: Class discus-sion
2/3 Persona Exercise
Preparation: Build personas of gift givers/procrastinators
Exercise: Team Exercise
●使用するケース
Stories That Deliver Business Insights HBSP SMR475Relating to Peapod 9-314-142
第3日（Day3）
3/1Journey maps
Preparation:
Prepare case: Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights HBSP KEL 675
Exercise: Class discus-sion
3/2
Building journey maps
Preparation:
Read: Personas have corresponding journey maps. How to analyze a customer journey from a UX perspective: https://www.nngroup.com/articles/analyze-customer-journey-map/
Optional read:
https://soundboardevent.com/5-key-principles-effective-insight-definition/
https://www.ideastogo.com/articles-on-innovation/how-to-write-a-good-insight
“What is Insight? The five principles of effective insight definition” by Jonathan Dalton (2016) https://thrivethinking.com/2016/03/28/what-is-insight-definition/
Exercise: Team exercise
3/3
Ideating-brain-stor-ming
Preparation:
Exercise: brainstorming!
Read: Playing around with Brainstorming HBSP R01013L
Watch: V06 IDEATE SERIES
- V06.1 POST-IT-ATTACKS!
- V06.2 IDEATE ALTERNATIVES
Optional Watch:
https://www.youtube.com/watch?v=NXLKgUgr6qI: storyboards, role playing, and works like, feels like
https://www.youtube.com/watch?v=UVEQCNM6X-A
Exercise: Team Exercise
●使用するケース
Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights HBSP KEL 675Playing around with Brainstorming HBS R01013L
第4日（Day4）
4/1Building proto-types
Preparation:
Read: Leveraging Diversity Through Psychological Safety, HBSP ROT093-PDF-ENG
Read: Customers as Innovators: A New Way to Create Value HBSP R0204F
Watch
- V07.1 PROTOTYPE-TEST
- V08.1 BEYOND DT
Exercise: Team exercise
4/2
Test and co-create
Preparation:
Optional Readings:
https://sloanreview.mit.edu/article/diverge-before-you-converge-tips-for-creative-brainstorming/
about running brainstorming workshops at https://uxplanet.org/how-to-run-an-effective-ideation-workshop-a-step-by-step-guide-d520e41b1b96
Exercise: Team exercise
4/3
Retest, co-create, inte-grate
Preparation:
Class discussion: integrating your experiences these four days
Optional Readings:
about running brainstorming workshops at https://uxplanet.org/how-to-run-an-effective-ideation-workshop-a-step-by-step-guide-d520e41b1b96
Alternatives to brainstorming: https://blog.hubspot.com/marketing/creative-exercises-better-than-brainstorming
Read UX perspectives on ideation and https://www.interaction-design.org/literature/article/learn-how-to-use-the-best-ideation-methods-brainstorming-braindumping-brainwriting-and-brainwalking
Read about cases on Design thinking use, e.g. https://thisisdesignthinking.net/2015/05/airbnb-design-thinking-example/
https://medium.com/@FlexMR/6-creative-examples-of-ethnographic-research-in-action-f5a2de7d18b4
Exercise: Class discussion
Submit a reflection paper: Submit electronic PDFs directly to me, Ricardo A. Lim (email: lim_ricardo@nucba.ac.jp) before August 7, 2020, 11:59 p.m. Japan time. No final submission, no final grade. Word limit: 750 words. This is 30% of your grade.
●使用するケース
Leveraging Diversity Through Psychological Safety, HBSP ROT093-PDF-ENGCustomers as Innovators: A New Way to Create Value HBSP R0204F
成績評価方法 Evaluation Criteria
*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
| 講師用内規準拠 Method of Assessment | Weights |
|---|---|
| コールドコール Cold Call | 0 % |
| 授業内での挙手発言 Class Contribution | 70 % |
| クラス貢献度合計 Class Contribution Total | 70 % |
| 予習レポート Preparation Report | 0 % |
| 小テスト Quizzes / Tests | 0 % |
| シミュレーション成績 Simulation | 0 % |
| ケース試験 Case Exam | 0 % |
| 最終レポート Final Report | 30 % |
| 期末試験 Final Exam | 0 % |
| 参加者による相互評価 Peer Assessment | 0 % |
| 合計 Total | 100 % |
評価の留意事項 Notes on Evaluation Criteria
教科書 Textbook
- Knapp, J., Zeratsky, J. and Kowitz, B. 「Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days」Simon and Schuster（2016）
- Lewrick, M., Link, O. and Leifer, L.「The Design Thinking Playbook」Wiley（2018）
- Liedtka, J. and Ogilvie, T.「Designing for Growth: A Designing Toolkit for Managers」Wiley（2011）
- Liedtka, J., Ogilvie, T. and Brozenske R. 「The Designing for Growth Field Book」Columbia University Press（2014）
- Osterwalder, A. and Pigneur, Y. 「Business Model Generation」Wiley（2013）
参考文献・資料 Additional Readings and Resource
cont. from above:
Osterwalder, A., Pigneur, Y., Bernarda, G. and Smith, A. (2014) Value Proposition Design, Wiley: New Jersey.
Soedegaard, M. The Basics of User Experience (UX) Design. (Free DL from Interaction Design Foundation—register with your email)
The above texts are NOT required. If you wish to dive deeper into Design Thinking and Canvas, I recommend these books for reference. The last book is free to DL.
List of Cases and HBR readings
Spotify HBSP 9-516-046
Relating to Peapod HBSP 9-314-142
Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights HBSP KEL 675
Stories That Deliver Business Insights HBSP SMR475
Mind Mapping HBSP C0011E
Playing around with Brainstorming HBSP R01013L
Leveraging Diversity Through Psychological Safety, HBSP ROT093-PDF-ENG
Customers as Innovators: A New Way to Create Value HBSP R0204F
Osterwalder, A., Pigneur, Y., Bernarda, G. and Smith, A. (2014) Value Proposition Design, Wiley: New Jersey.
Soedegaard, M. The Basics of User Experience (UX) Design. (Free DL from Interaction Design Foundation—register with your email)
The above texts are NOT required. If you wish to dive deeper into Design Thinking and Canvas, I recommend these books for reference. The last book is free to DL.
List of Cases and HBR readings
Spotify HBSP 9-516-046
Relating to Peapod HBSP 9-314-142
Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights HBSP KEL 675
Stories That Deliver Business Insights HBSP SMR475
Mind Mapping HBSP C0011E
Playing around with Brainstorming HBSP R01013L
Leveraging Diversity Through Psychological Safety, HBSP ROT093-PDF-ENG
Customers as Innovators: A New Way to Create Value HBSP R0204F
授業調査に対するコメント Comment on Course Evaluation
Breakdown of the participation component: 45% contribution to class, 25% attendance
I will reward in-class contributions during case discussions. These include starting the case, summarizing others’ viewpoints, creating debate with others, concluding. I also reward good questions, and attempts at clarifying difficult concepts. I value active group participation, but participation must be positive, building, collaborative—not attacking or criticizing.
I will reward in-class contributions during case discussions. These include starting the case, summarizing others’ viewpoints, creating debate with others, concluding. I also reward good questions, and attempts at clarifying difficult concepts. I value active group participation, but participation must be positive, building, collaborative—not attacking or criticizing.
担当教員のプロフィール About the Instructor
Ricardo A. Lim, Ph.D. is a professor at the NUCB Business School and visiting professor at Ritsumeikan APU, Beppu, Japan. He was a former Dean of AIM, former President of the Association of Asia Pacific Business Schools (a consortium of 80 Asian B-schools), founding member of the Global Network to Advance Management at Yale Business School, and Asia-Pacirfic Advisory Council of AACSB. He teaches information systems, statistics, analytics, and design thinking x lean x agile concepts. He has published in the MIS Quarterly and the Journal of Management Information Systems, and serves as Associate Editor for the International Journal of Business and Economics, Taiwan. He currently consults for education and financial services sectors. Before joining academe he was a senior consultant for the Computer Sciences Corporation in Boston and Siemens Computing in Manila. He has a Ph.D. from the U. of Southern California, an MBA from the U. of Virginia, and a B.Com. from McGill University.
Refereed Articles
- (2023) Determinants of Conspicuous Consumption in Smartphones. Asia Pacific Journal of Information Systems 33(3): 2288-5404
- (2023) A Study of Satisfaction and Loyalty for Continuance Intention of Mobile Wallet in India. International Journal of E-Adoption (IJEA) 15(1): 1937-9633
- (2021) Developing and Testing a Smartphone Dependency Scale Assessing Addiction Risk. International Journal of Risk and Contingency Management 10(4): 2160-9624
- (2021) Business Model Innovation: A Study of Empowering Leadership. Creativity and Innovation Management 1467-8691
- (2021) The Effect of Reciprocity on Mobile Wallet Intention: A Study of Filipino Consumers. International Journal of Asian Business and Information Management 12(2): 1947-9638