Advanced Design

Thinking Certificate

Program Syllabus

1
 Your Instructors,
Teaching Team & Community 03
Advanced Design
Thinking Certificate Planning for a Successful
Learning Experience 08
Program Syllabus
COURSE 01

Use creative problem solving to tackle your most complex

Storytelling for Influence 09
challenges. The Advanced Design Thinking Certificate builds
on IDEO U’s Foundations in Design Thinking Certificate to help
COURSE 02
you deepen your design thinking skills, advance your practice,
and have a greater impact through your work.
Unlocking Creativity 15
Earn the certificate by completing the Foundations in Design
Thinking Certificate courses, plus Storytelling for Influence,
COURSE 03—OPTION 1
Unlocking Creativity, and your choice between Designing a
Business or Human-Centered Service Design. Designing a Business 21
Courses in a certificate program can be taken in any order. You
will receive your program certificate upon completion of your
COURSE 03—OPTION 2
last course.
Human-Centered Service Design 27
Your Instructors, INSTRUCTORS IDEO U courses are taught by IDEO practitioners who have honed
their skills over many years in the field bringing new ideas to market.
Teaching Team They bring real-world case studies and examples into their recorded
video lessons, pulling from IDEO’s 40+ years of work with global

& Community organizations across diverse industries.

TEACHING TEAM Receive support from a team of design thinking practitioners with
teaching and facilitation expertise. These experienced professionals
A wide range of individuals are stakeholders in your success in learning design are present to guide discussions, foster peer connection, and provide
thinking. As a learner, you’ll interact with: feedback on your assignments for multi-week cohort courses.

COURSE COMMUNITY Learn alongside a cohort of hundreds of passionate professionals

from around the world seeking to bring innovation and creativity
to their work. The IDEO U community spans 120 countries and
countless professions and industries. Build your professional
network by making valuable connections in each course.

3
 JENN MAER
MEET YOUR INSTRUCTOR
Senior Design Director at IDEO

Storytelling for
Influence Jenn leads brand strategy and storytelling work with a diverse
group of IDEO clients, including Marriott, Mattel, ConAgra,
and The National Campaign to Prevent Teen and Unplanned
Pregnancy. She previously worked as an agency Account
Planner, Copywriter, and Associate Creative Director.
She’s helped tell the stories of clients like HP, Oregon Chai,
Microsoft, Red Envelope, and Snapple. Her writing has been
recognized by The One Show, Clios, and others.

4
 SUZANNE
GIBBS HOWARD
IDEO Partner & IDEO U Dean
MEET YOUR INSTRUCTOR

Unlocking As one of IDEO’s senior leaders, Suzanne has led the Systems
and Organizational Design Studio, a business unit focusing on

Creativity influencing change in public, private, and social sectors. She

has also designed award-winning online learning experiences
and corporate innovation labs and led IDEO’s global Insights
capability, pioneering many of the techniques now at the
forefront of practice today. Passionate about helping people
bring these techniques to their work, Suzanne founded the
IDEO U online learning platform. She has written and spoken
about designing social movements, scaling innovation, and
design for education. Suzanne has a bachelor’s degree from
Northwestern University, where she studied Archaeology and
African studies, and a master’s from the University of Chicago,
where she focused on Anthropology.

5
 AMY BONSALL
Senior Design Director of Venture Design at IDEO

At IDEO, Amy helped clients and design teams holds a master’s degree in electrical engineering
approach innovation from a holistic, go-to- from Carnegie Mellon University and a
market perspective, using business devgn to bachelor’s degree in electrical engineering from
bring new venturesv successfully to market. Amy the University of New Hampshire.
earned an MBA from IMD in Switzerland and

DAVID SCHONTHAL
Senior Portfolio Director in the Business Design practice at IDEO
MEET YOUR INSTRUCTORS

David has helped develop initiatives such as Group Venture Capital. He is the Co-Founder
Designing the Startup-in-Residence program as well as
other novel approaches and instigations around
of MATTER, Chicago’s 25,000 square foot
healthcare technology incubator which is home

a Business venture design and corporate entrepreneurship.

Outside of IDEO, David is a Clinical Associate
to over 150 startups and corporate ventures.
David earned his MBA from The Kellogg School
Professor of Innovation & Entrepreneurship at of Management at Northwestern University
Northwestern University’s Kellogg School of and his B.A. in International Relations from
Management and a Venture Partner at Pritzker Boston University.

KERRY O’CONNOR
Design Director and Business Designer at IDEO

As a leader in the Business Design discipline, health. She holds a B.A. in Anthropology, with
Kerry develops new and sustainable ways Honors, from Boston University and an MBA
to monetize innovations. Her training in from Stanford University. She completed a
linguistics and anthropology gives her a unique fellowship at the d.school at Stanford, and
understanding of people and the cultural context continues to be involved there through lecturing,
in which they live. Passionate about designing coaching and mentoring students.
for women, Kerry co-founded Materna Medical,
a medical device startup focused on maternal

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 MELANIE
BELL-MAYEDA
Partner and Managing Director
at IDEO

Melanie is responsible for helping lead the firm’s design for

change work, which focuses on helping organizations and
leaders realize their creative potential. In over a decade at
IDEO, she’s played several roles leading different areas of the
business, including those where design is bringing value to
new and emerging markets. Her client portfolio includes the
North Face, Gaiam, Citibank, Chase, T-Mobile, and the Scan
Foundation. Melanie is a Harvard University and Harvard
Business School alumna, on the Board of Directors of
The Steve Fund, and on the Board of Regents at
MEET YOUR INSTRUCTORS
Samuel Merritt University.

Human-Centered
Service Design
ILYA
PROKOPOFF
Partner and Managing Director
at IDEO

An IDEO partner since 2007, Ilya co-leads IDEO’s San

Francisco office and also launched Organizational Design,
a discrete group within IDEO dedicated to helping leaders
drive lasting change in their organizations. Ilya has worked to
develop innovation capabilities, new products, services, and
more for clients including Kaiser Permanente, Mayo Clinic,
the Gannett Corporation, and Intercorp. He has a passion for
helping organizations understand their customers better and
operate in fundamentally human-centered ways. He holds a
Bachelor’s of Science in product design from the Institute of
Design at the Illinois Institute of Technology, where he is now
a member of the Board of Advisors.

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Planning for a SCHEDULE TIME
FOR ASSIGNMENTS
Some assignments will require you to engage with others outside
of the course—hosting a brainstorm, for example. It may be helpful
Successful Learning to plan these sessions in advance. Find more information on
assignments and activities in the lesson breakdowns in this syllabus.

Experience PARTICIPATE IN These optional sessions offer the chance to engage with your peers,
VIRTUAL VIDEO CALLS dive deeper into course concepts, and broaden your perspective. If
you can’t attend each week, try to participate in at least one of these
video chats.
The IDEO U learning experience centers on four key ways of engaging, all
designed to help you understand and retain new knowledge. In each lesson you
GIVE FEEDBACK We believe that asking for and giving feedback play crucial roles
will see, try, share, and reflect. This isn’t a passive experience—to get the most
in learning. Use our in-course feedback guide to give constructive
out of each course, we recommend that you engage with your fellow learners and
feedback and make valuable connections with your peers and the
practice your new skills in real-world settings.
Teaching Team.
To be successful in a 5-week cohort course, we recommend planning for a
minimum of 4 hours of work per week. On-demand self-paced courses allow for MEET DEADLINES Put the deadline for each assignment on your calendar during your
more flexibility with 90-day access from your date of purchase. first week. These deadlines are suggestions to help you stay on track.
The only hard deadline is the day your course closes, by which time
you must submit all required coursework to receive your certificate
of completion.

STAY IN TOUCH Your learning isn’t over when the course closes. Tune in to hear from
today’s leading innovation experts and change makers on the
IDEO U Creative Confidence Podcast, get access to our LinkedIn
alumni group, and consider guiding others through their IDEO U
learning experience as an Alumni Coach or Teaching Lead.

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01
Storytelling
for Influence
GETTING Get a brief course overview, explore the science of storytelling, and
Week 1
STARTED choose your story theme.

5-week Cohort Course Week 2

LESSON 01 Zero in on your audience, their needs, and the most powerful way to
Develop Your Blueprint move them.

COURSE OBJECTIVES
LESSON 02 Start building, sharing, and reflecting on your story.
• Identify what really matters to your end users.
• Identify your target audience, their needs, and your big idea. Week 3 Build
• Share your stories with others to invite feedback. Storytelling Prototypes
• Explore techniques to motivate your audience towards action.
LESSON 03 Increase your ability to inspire others through the development of
TIME COMMITMENT Week 4 tone, style, and timing.
Design for Impact
• We recommend a minimum of 4 hours per week.

COURSE Complete a final project to bring your story to life.

Whether you need someone to support your organization, invest in your
Week 5 CONCLUSION
idea, or get excited about following your lead, refining your storytelling skills
can help. In this online course, you’ll learn storytelling tips and techniques
from IDEO practitioners. You’ll create a story brief to identify your key
stakeholders, their needs, and your big idea; explore different mediums for
telling your story and create multiple versions to gather feedback from others;
and work on tone, style, and timing to better engage your audience.

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 VIDEO Get acquainted with the design of the course and learn from some
How this Course Works of our favorite stories.

VIDEO If you want to motivate people toward change, you need to invite them
The Power of Storytelling to imagine something different. That means telling stories that feel
and sound unmistakably human.

VIDEO Stories have a funny way of making us feel and think about things in
The Science of Storytelling different ways. And the cool thing is, they literally stick in our brains.
INTRODUCTION Science proves it.

Getting Started
CHECKPOINT QUIZ Evaluate your learnings so far in this lesson.

ASSIGNMENT Choose a theme and a related story you want to tell. These
Identify the Story You will provide the basic building blocks for your work throughout
Want to Tell the course.
Get a brief course overview, explore the science of storytelling,
and choose your story theme.
ARTICLE Get tips from David and Tom Kelley’s book Creative Confidence
More Tips for Nudging Culture to help you design your own office ritual.

PEER FEEDBACK Provide feedback on the work of at least two of your peers’
assignments.

JOIN A LEARNING Your Learning Circle is a place to connect with a smaller community
CIRCLE of peers working on the same theme as you. Learning Circles are
peer-led, and provide an opportunity to discuss assignments, gain
inspiration, and dive deeper into course content. Join a group with
those who will inspire and push your thinking. Note: Joining a
Learning Circle is optional and you may also create your own.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

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 VIDEO Before you set out to craft your story, design a brief to serve as your
The Brief blueprint for storytelling success.

VIDEO Ask yourself what this story is really about before crafting any
The Big Idea narrative, presentation, or pitch.

LESSON 01 ACTIVITY Practice being clear and concise by writing a movie logline—
In a Nutshell a snappy summary of the story’s major conflict.

Develop Your VIDEO Before you begin crafting your story, consider what medium will

Blueprint The Medium make the story shine.

CHECKPOINT QUIZ Evaluate your learnings so far in this lesson.

Get a brief course overview, explore the science of storytelling, ASSIGNMENT Now that you’ve chosen your story topic, think about your audience,
and choose your story theme. Develop Your Blueprint their needs, and the best way to tell them your story.

PEER FEEDBACK Provide feedback on the work of at least two of your peers’
assignments.

REFLECT & DISCUSS Reflect on what you’ve learned and how you’ll apply it.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

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 VIDEO Explore how to apply prototyping to storytelling.
Build Storytelling Prototypes

ACTIVITY Prototype a story about your childhood hero.

Hero Activity

VIDEO See low-risk ways to share your story to help you think and move
LESSON 02 your ideas forward.
Ways to Prototype & Build
Your Story

Build Storytelling VIDEO Explore how to invite constructive feedback to get a sense of what

Prototypes Invite Feedback to Strengthen

Your Story
works and what doesn’t.

CHECKPOINT QUIZ Evaluate your learnings so far in this lesson.

Start building, sharing, and reflecting on your story.
ASSIGNMENT Get your story out of your head and into the hands (and minds)
Prototype Your Story of others for feedback and buy-in.

PEER FEEDBACK Provide feedback on the work of at least two of your peers’
assignments.

REFLECT & DISCUSS Reflect on what you’ve learned and how you’ll apply it.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

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 VIDEO Examine how tone impacts the way a story is received.
Setting the Right Tone

ACTIVITY This activity will help you strike the right tone for the right audience
Dear Queen of England and increase the impact of your story.

VIDEO Watch a presentation gone wrong to see the difference between

Learn From a Presentation a good and bad presentation and the role tone plays.
That Falls Flat
LESSON 03
VIDEO See an impactful presentation in action.

Design for Impact

Learn From a Presentation
That Moves You

VIDEO Learn how to take your story to the next level and really make it sing.

Increase your ability to inspire others through the 6 Tips for Story Impact
development of tone, style, and timing.
CHECKPOINT QUIZ Evaluate your learnings so far in this lesson.

LISTEN Jenn answers questions from learners, like overcoming the fear of
Conversations With Jenn the blank page and receiving feedback.

ASSIGNMENT Enhance your story and make it more compelling.

Iterate Your Story

PEER FEEDBACK Provide feedback on the work of at least two of your peers’
assignments.

REFLECT & DISCUSS Reflect on what you’ve learned and how you’ll apply it.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

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Course Conclusion: VIDEO Jenn shares guidance for practicing and perfecting your storytelling
skills and motivating people toward your vision.
Final Project Go Create Impact

ASSIGNMENT Bring your story to life using the style, tone, and a medium
Final Project of your choosing.
Hear parting thoughts from Jenn and complete a final project.
PEER FEEDBACK Provide feedback on the work of at least two of your
peers’ assignments.

REFLECT & DISCUSS Reflect on what you’ve learned and how you’ll apply it.

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02
Unlocking Creativity

Self-Paced Course
Lesson 0 Learn why creativity has become a competitive advantage, and
COURSE OBJECTIVES Week 1 debunk myths around creativity.
Introduction
• Learn exercises you can use again and again to increase your creative
problem-solving skills. Flip failures into opportunities to learn.
LESSON 01
• Change work and behavior patterns to inspire new thinking and new ways Week 2
Learn from Failure
of working.
• Create cultural conditions that help people feel comfortable trying new things.
• Gain techniques to help your team and organization reduce the fear of LESSON 02 Diversify your experience to get to fresh ideas and find space to
Week 3 embrace curiosity.
failure and learn from mistakes. Find Inspiration
• Grow your creative confidence and the creative potential of those around you.

LESSON 03 Get beyond assumptions that prevent progress.

TIME COMMITMENT Week 4
Get Unstuck
• This course is self-paced with 90-day access from date of purchase.

In this course, you’ll learn exercises to help you and your team overcome the COURSE Complete a final reflection.
Week 5
common barriers to creativity. Through hands-on activities designed and CONCLUSION
practiced by creative experts at IDEO, you’ll gain practical skills to help you
learn from failure, find inspiration, and get unstuck. This course will help
you grow your creative confidence and unlock the creative potential of those
around you. Gain the tools and mindsets to break patterns, generate new
ideas, and take creative leaps.

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WEEK 1

Lesson 0: VIDEO Learn why we’re true believers in creativity as the heart

Introduction Creativity Now of innovation.

VIDEO We explain a few common myths around creativity, challenge them,

Creative Confidence and get you ready to exercise your own creative muscles.
In this lesson, you will:
VIDEO Meet a few of the most creative people we know, who also happen to
• Learn why creativity has become a competitive advantage. be especially good at unlocking creativity in others.
Meet the Cast
• Debunk myths around creativity.
• Get an overview of the class.

16
 VIDEO & ACTIVITY Failing doesn’t have to be scary. In fact, sometimes it can be silly and—dare we say it?—fun.
Warm-up Try this activity we call Failing Fingers.

VIDEO See why we believe in learning from failure.

WEEK 2 From Fear to Courage

VIDEO Some of our creative experts talk about their own flubs, mistakes, and failures and how, as

Lesson 01: Learn Instructor Perspectives leaders, they help others move through these sticky moments.

from Failure VIDEO & ACTIVITY Good ideas are great, but bad ones can be just as good. Those impossible, terrible, groan-
worthy ideas open up the imagination and help us get in touch with creativity.
The Really Bad Ideas
Brainstorm

In this lesson, you will: ACTIVITY What would you try if you knew you wouldn’t get in trouble for failing? Encouragement and
Get out of Fail Free Card permission go a long way toward inspiring us to pursue what’s creative and bold.
• Practice failing.
• Learn to embrace and celebrate mistakes.
• Flip failures into opportunities for learning. ACTIVITY Thinking of our failures often makes us cringe, but spending some time working through
• Create cultural conditions for people to try Under the Rug them can make us feel way better about them in the long run. This exercise helps us own our
new things. failures—and learn from them.

ACTIVITY This activity is a great way to make the point that everyone messes up, and that it’s OK. Really.
The Failure Museum

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 VIDEO & ACTIVITY Musical Musings is quick activity to get your curiosity firing on
Warm-up all cylinders.

VIDEO Even if you’re not an “artist,” it’s common to get stuck and feel that
Finding Inspiration your inspiration tank is depleted. Learn a few ways to get over the
WEEK 3
hump and reinspire yourself.

Lesson 02: VIDEO

Instructor Perspectives
Our creative experts share what they do to inspire themselves
and others.

Find Inspiration VIDEO & ACTIVITY Use a technique called Visual Thinking Strategies to stretch your
What More Can We Find? thinking and see the world with new eyes.

In this lesson, you will: ACTIVITY To explore how empathy works, try this activity that we’ve run with
Pain Challenge design teams at IDEO. It’s called the Pain Challenge.
• Discover new things through inquiry.
• Tune in and empathize with others.
ACTIVITY Learn to find inspiration in situations or industries where problems
• Diversify your experience to get to fresh ideas.
Step Outside Your Context similar to yours have been addressed in different ways.
• Find space to embrace curiosity.

ACTIVITY The world is rich with inspiration, but too often we walk right by it.
Inspiration Walks This exercise is an invitation to tune in, get curious, and look more
closely at the world around you through guided walking meditations.

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 VIDEO & ACTIVITY One of the best ways to get started is to just start. This warm-up
Warm-up activity is called Cap-tain Crumple.

WEEK 4 VIDEO While strategy and planning are important, learn why sometimes the
Getting Unstuck best thing you can do is get out there and make something.

Lesson 03: VIDEO Our creative experts talk about their philosophies of getting unstuck
and why a little experimentation can go a long way.

Get Unstuck
Instructor Perspectives

ACTIVITY Hunch Hour is an exercise to help crack open “the way we’ve always
Hunch Hour done things around here” to come up with something creative,
powerful, and new.
In this lesson, you will:
VIDEO & ACTIVITY At IDEO, one of our favorite activities is prototyping—making rough
• Get beyond assumptions that prevent progress. and scrappy low-fidelity concepts that invite feedback.
The Spaghetti Challenge
• Get out of your head and into your hands. The Spaghetti Challenge is a classic introduction to prototyping and
• Experiment with multiple angles to mitigate risk. getting your hands dirty.

ACTIVITY This activity is a way to invite conversation around wacky, early

Wacky Ways to Fill a Stadium concepts that might inspire more viable solutions.

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WEEK 5

VIDEO Hear a few final thoughts from our creative experts on inspiration,

Course Conclusion Final Remarks creativity, getting unstuck, and keeping up with your
creative confidence.

ACTIVITY Reflect on any “aha” moments you had and areas where
In this lesson, you will: Final Reflection you struggled.

• Get advice for practicing your new skills. Creativity doesn’t always mean being goofy, eccentric, or irreverent,
VIDEO
• Complete a final reflection. but levity does help unlock it and bring it out in others. Enjoy a little
Bonus Outtakes
video of our team when they thought the camera wasn’t rolling.

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03 – Option 1
Designing a Business

5-week Cohort Course Lesson 0 Use design thinking to stay generative, prototype, and test your
Week 1 assumptions early.
Introduction
COURSE OBJECTIVES
• Learn how to design the parts of your business to better meet the needs of LESSON 01 The Value Proposition: Design the essence of your business.
customers, and to create a sustainable, new business. Week 2
Creating Value
• Explore techniques to generate new ideas around a business’ value
proposition, offer, revenue model, and sales channel.
• Understand and put into practice a three-step process for prototyping LESSON 02 What revenue model is right for your business?
Week 3
parts of a business: frame a question, build a prototype, collect evidence. Capturing Value

TIME COMMITMENT Designing the Last Mile: Deliver value through the channel.
LESSON 03
We recommend a minimum of 4 hours per week Week 4
Delivering Value

In this course, you’ll combine traditional business strategy with the methods
and mindsets of design thinking, and prototype three parts of a business— COURSE Complete a final project to synthesize your learnings and plan the
Week 5
value proposition and offer, revenue model, and sales channel. You’ll unite the CONCLUSION next steps for your business.
analytical with the creative, prototype to get tangible early, and focus on people
to uncover new opportunities and unlock more value from existing offers.

To get the most out of this course, come prepared with a customer need and
an idea for a new business, product, or service.

21
 VIDEO Learn how you can use the principles of business design to reduce
Designing a Business risk and test assumptions early and build a business that truly meets
the needs of the people you serve.

RESOURCE A reference guide for key business terms and concepts.

Introduction Business Basics

VIDEO Get an introduction to a framework that reveals how the different

The Business Blueprint elements of a business work together.

In this lesson, you will:

• Understand what Business Design is: utilizing design thinking VIDEO Learn a three-step prototyping process to help you learn about your
to create new businesses or lines of business. Prototyping Your Business business and the people you’re serving.
• Understand the key mind-sets of business designers: uniting
the creative and analytical, prototyping to get tangible early,
ARTICLE Understand the basics of prototyping and how it helps to answer
and focusing on people.
Prototyping Primer questions early, increase confidence, and reduce risk.
• Learn to utilize a tool like the Business Blueprint to visualize
the different parts of a business that you can design.
• Hear about a three-step process for prototyping different ASSIGNMENT Choose the new business or business line that you want to work on
components of a business: frame a question, build a prototype, throughout the course.
Identify Your Business
and collect evidence.

PEER FEEDBACK Provide feedback on the work of at least two of your peers’
assignments.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

22
 VIDEO Learn how to craft your value proposition, the essence of your entire
The Value Proposition business.

VIDEO See how one business unified customer needs with the business’s
What People Want value proposition to create the best offer possible.
LESSON 01

GALLERY See different prototypes learn how they were tested to answer

Creating Value Value Propositions &

Offer Prototypes
questions and collect evidence.

ASSIGNMENT Stretch your thinking about your business’s value proposition, build
In this lesson, you will: Creating Value, Part 1 prototypes to test different ideas out, and collect evidence to refine it.
• Design the essence of your business—your value proposition.
• Identify different forms of your value proposition that are
PEER FEEDBACK Provide feedback on the work of at least two of your peers’
insightful, unique, and targeted.
assignments.
• Come up with an idea for a compelling product or service
(offer) that ties closely to your value proposition.
ASSIGNMENT Build a tangible prototype of your offer—what your business will do
Creating Value, Part 2 or produce—then collect evidence about it by sharing it with others.

PEER FEEDBACK Provide feedback on the work of at least two of your peers’
assignments.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

23
 VIDEO Explore different revenue models to help you make it easier and
Capturing Value more appealing for people to pay for your offer.

ARTICLE Understand and prioritize which costs are most important to making
Breaking Down Costs your business viable.
LESSON 02

VIDEO Consider the different ways you can innovate your revenue model

Capturing Value Building Revenue to capture more value from customers, and look beyond your sector
for “analogous inspiration.”

GALLERY See different prototypes that helped companies answer questions

Revenue Models & Pricing and collect evidence.
In this lesson, you will:
Prototypes Prototyping
• See that the way your business makes money is made of two
Your Business
connected parts: how people will pay (your revenue model)
and what they’re willing to pay (your price).
• Learn how your business’s revenue model and price can be ASSIGNMENT Take stock of other businesses that produce a similar offer as yours,
designed to provide even more value for your customers. Capturing Value review some of your business’s most important costs, and stretch
• Surface the most important costs related to the parts of your thinking about your revenue model and price using prototyping.
your business that fulfill your business’s value proposition
to customers. PEER FEEDBACK Provide feedback on the work of at least two of your
peers’ assignments.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

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 VIDEO Explore the factors that go into designing a truly excellent channel.
Designing the Last Mile

VIDEO Learn four mindsets to help you add value to your business
Getting to ‘Yes’ by thinking about what else your channel might do.
LESSON 03

GALLERY See examples of prototypes real companies used to answer questions

Delivering Value Channel Prototypes about how a sales channel can deliver more value.

ASSIGNMENT Sketch a storyboard prototype that captures key moments around

Delivering Value your channel, and collect evidence about which ideas most resonate
with people.
In this lesson, you will:
• Learn why the sales channel is an excellent place to apply the
PEER FEEDBACK Provide feedback on the work of at least two of your peers’
principles of Business Design.
assignments.
• Expand your thinking about the ways you can use channel to
improve how your business delivers value.
VIDEO Kerry answers questions from learners, including advice for getting
Conversations with Kerry started on a new business idea and tips for live prototyping.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

25
Course
Conclusion VIDEO
Parting Thoughts
Get advice to stay generative and keep your focus on people.

ASSIGNMENT Plan for the future of your business and update your Business
Complete a final project to synthesize your learnings and plan Final Reflection Blueprint and narrative.
the next steps for your business.
PEER FEEDBACK Provide feedback on the work of at least two of your peers’
assignments.

EXPLORE MORE Additional resources with more tips, tricks, and perspective.

26
03 – Option 2
Human-Centered
Service Design
INTRODUCTION Get an introduction to the ways in which service is thought about
Week 1
5-week Cohort Course
today, and the qualities that define good service.

LESSON 01 Learn how to see service as a customer journey that unfolds over
Week 2 time and pick moments that matter for your organization.
COURSE OBJECTIVES Expand the Journey
• Identify what really matters to your end users.
• Identify your target audience, their needs, and your big idea. LESSON 02 Brainstorm ways to bring your service moments to life and build a
• Share your stories with others to invite feedback. Week 3 prototype to learn more about a particular moment.
Make Moments Real
• Explore techniques to motivate your audience towards action.

TIME COMMITMENT LESSON 03 Learn how to organize the components of a service into a service
Week 4 Share the Vision blueprint and share the vision of your service
• We recommend a minimum of 4 hours per week.
with other stakeholders.
Service Design is the craft of tying together human, digital, and physical
interactions, over time, to create an experience that meets the needs of your CONCLUSION Wrap up with a final project summarizing your key takeaways and
Week 5 highlighting your plans for the future.
customers. Service Never Stops

Delivering great service can be challenging, but you can use design thinking to
understand people’s needs, look holistically at the interactions you have with
customers, and constantly iterate your way forward.

27
 VIDEO Take a look at the foundations for what service is, the powerful
Service Surrounds Us—It’s all impact that service has on customers, and the role that technology
service, and we can design it can play in changing the delivery of service.

VIDEO See the four qualities of great service and examples from
Four Qualities of Great Service different organizations.
Organizations—Balanced,
intentional, and human-
WEEK 1 centered moments that matter

VIDEO Begin to think about designing for specific moments in the

Introduction A Mentor Moment with Ilya—
Getting started on service
customer journey.

projects

In this lesson, you will:

ACTIVITY Choose from a series of project challenges, all designed to be the
Choose Your Service right size and scope for this course. You will practice on these
• Think about the services you have experienced and how a
Design Project challenges during the course and later you can bring your learnings
service is defined in today’s markets.
into your own work.
• Understand how design thinking can help you develop and
iterate service.
JOIN A Your Learning Circle is a place to connect with a smaller community
• Learn four qualities of great service organizations and hear
LEARNING of peers working on the same challenge as you. Learning Circles
examples that embody these qualities.
CIRCLE are peer-led, and provide an opportunity to discuss assignments,
gain inspiration, and dive deeper into course content. Join a group
with those who will inspire and push your thinking. Note: Joining a
Learning Circle is optional and you may also create your own.

EXPLORE MORE Check out these resources for inspiration on reimagining the
customer experience and what it means to be a ‘human-centered’
team member inside of IDEO.

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 VIDEO Learn about service journey maps and the elements that make them up.
Understanding the
Journey—An introduction
to journey maps

EXPLORE See how journey maps come in many different forms depending on the type of service or the
Journey Map Gallery specific elements of the service that need to be highlighted.

READ When you design, you have to understand what is before thinking about what could be. For
Tips for Gathering Insights Service Design, this means gathering information about the people who use and deliver the
WEEK 2 service and getting inspired by other services in the world.

Practice observing with a curios mindset by observing a service to get inspiration and insight.
Lesson 01:
EXPLORE
The Art of Observation

Expand the VIDEO Coe Leta Stafford, Senior Design Director of IDEO U, shares some quick tips for synthesizing

Journey A Mentor Moment with Coe your findings into actionable insights.
Leta—Gathering insights
for your service

VIDEO Journey maps usually contain many different moments, all of which may feel ripe for
In this lesson, you will:
Tips to Pick What Matters— redesign. Learn how to choose which ones to focus on.
• Understand how to see service as a customer The moments to design
journey that unfolds over time.
• Learn about the importance of journey maps ACTIVITY Journey maps are essential to good Service Design. They help you to see where the service is
and understand their role in the Service performing well and delivering value, and where it’s not.
Build Your Journey Map
Design process.
• Learn how to capture information through
observation and interviews and how to begin PEER FEEDBACK Provide feedback on the work of at least two of your peers’ assignments.
crafting that information into meaningful,
actionable insights. EXPLORE MORE How can we learn to create moments that jolt, elevate, and change us? What do you do when
• Analyze your full customer journey and learn you want to inspire meaningful participation from your guests at a conference? How can
how to pick moments that matter for service design change the way healthcare is delivered, making it more personalized and a
your organization. better experience for patients?

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 VIDEO Learn why inviting others into your brainstorming process will help
A Mentor Moment you in more ways than one.
with Melanie

EXPLORE Now that we’ve surfaced moments that matter, it’s time to come up
Generating New Ideas with ideas (brainstorm!) about how to bring them to life.

EXPLORE Learn how to effectively use technology—not to replace, but rather to

WEEK 3 augment the human interactions of your service.
Technology in Service

Lesson 02: VIDEO

Make It Tangible—Prototyping
Get tips and examples to help you prototype service moments.

Make Moments Real and measuring services

EXPLORE There are many different ways to prototype a service. Get inspired by
Service Prototyping Gallery examples of how others have approached this step.

In this lesson, you will:

VIDEO Susan O’Malley, Head of Strategy at IDEO, shares advice on getting
• Understand different brainstorming techniques that can customers to participate in your prototype.
A Mentor Moment with Susan
help you generate new ideas for moments of your service.
• Get new mindsets for thinking about technology in service
ACTIVITY Stretch yourself to brainstorm different ways that your service
and learn when and how to start to think about technology to
Prototype Your Service moment can come to life, then choose one to prototype through
improve or expand your service.
a storyboard.
• Get tips to prototype moments of your service.
• Learn more about how you measure the success of
service prototypes. PEER FEEDBACK Provide feedback on the work of at least two of your
peers’ assignments.

EXPLORE MORE Additional resources related to role-play prototypes and other

service prototyping methods.

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 VIDEO Get tips for making sense of the feedback you received on
A Mentor Moment with your prototype.
Melanie and Ilya

VIDEO Learn more about service blueprints and how they can help you to
Designing the Visible visualize and design the visible and invisible components
WEEK 4 and Invisible of your service.

Many service blueprints show a layering of elements across front-

Lesson 03:
EXPLORE
Blueprints Deconstructed of-house, back-of-house, and behind-the-scenes. See examples to
inspire you and broaden your understanding of blueprints.

Share the Vision VIDEO IDEO designers share other ways in which the vision of a service can
Communicating the Vision— be brought to life.
Beautiful ways to tell the story
In this lesson, you will:
ACTIVITY Expand your journey map into a detailed service blueprint by thinking
• Consider all of the components needed to pull off about who your journey map is for, why you need it, and the different
From Journey Map
your service from moment to moment and components that are necessary for the moments on your journey.
to Blueprint
learn how to organize these components into
a service blueprint.
• Begin to visualize other ways to communicate PEER FEEDBACK Provide feedback on the work of at least two of your
and share the vision of your service with other peers’ assignments.
stakeholders and team members.
EXPLORE MORE Resources on communicating the design of services and how to
share a vision of your service.

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Course Conclusion: VIDEO Now that you’ve learned and practiced, consider your next steps.
A Mentor Moment with

Final Project— Melanie and Ilya—

Parting Thoughts

Service Never Stops VIDEO Learn why constant iteration is a fundamental element of Service
Stay Flexible—Service is a tool, Design, and hear some parting words from our instructors.
a prototype, a journey
In this lesson, you will:
ACTIVITY Synthesize what you’ve learned and make a plan for how you will
• Understand the tunable and flexible nature of service. Service Design Project Plan build on the foundation that you’ve established.
• Get inspired to continue iterating and improving service
in the world.
PEER FEEDBACK Provide feedback on the work of at least two of your
peers’ assignments.

EXPLORE MORE Additional resources for those who want to dive deeper into the
world of Service Design.

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“Design thinking isn’t just a method —
it fundamentally changes the fabric of
your organization and your business.”
DAVID KELLEY
Founder of IDEO and the Stanford d.school

Learn more about the IDEO U Advanced Design Thinking Certificate at

ideou.com/advanceddt.

For any questions, reach out to us at hello@ideou.com

© IDEO 2019

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