This course is part of the Business Innovation and Digital Disruption Specialization

Terry Behan

Offered By

Business Innovation and Digital Disruption SpecializationParsons School of Design, The New School

About this Course

This rigorous online course shows you how to use design to generate innovative business solutions. It starts by focusing on alternative design methodologies, including the non-negotiable essentials: design thinking methodology and jobs to be done. It then delves into strategies for choosing the right business model. This includes exploring value-creating and sustainable business models. After covering these foundational concepts, the course examines design tools that can be used to develop the business model in market by creating shared value and tips to manage the conversion funnel. The course concludes by looking at digital dynamics and providing insider tips to promote success. 
To succeed in this specialization, you should be a professional with at least two to three years of experience in an organizational setting. Experience in a design role or working with designers is helpful.

By the end of this course, you will be able to:

- Examine design thinking methodologies and essentials  
- Choose a business model to maximize opportunity and manage shifts
- Assess challenges in the design process
- Develop solutions to design challenges and problems

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

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Course 3 of 4 in the

Business Innovation and Digital Disruption Specialization

Intermediate Level

Professionals with at least two to three years of experience in an organizational setting. Experience in design or working with designers is helpful.

Approx. 21 hours to complete

English

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What you will learn

Examine design thinking methodologies and essentials
Choose a business model to maximize opportunity and manage shifts
Assess challenges in the design process
Develop solutions to design challenges and problems

Skills you will gain

Business Model Selection
Prototyping
Heuristic Analysis
Conversion Funnels
Growth Hacking

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 3 of 4 in the

Business Innovation and Digital Disruption Specialization

Intermediate Level

Professionals with at least two to three years of experience in an organizational setting. Experience in design or working with designers is helpful.

Approx. 21 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Terry Behan

Design Expert

14 Learners

2 Courses

Offered by

Parsons School of Design, The New School

For more than a century, Parsons School of Design has been inspired by the transformative potential of design. Today, the school’s groundbreaking academic programs carry forward that mission, making Parsons the number one design school in the U.S. and among the top three globally. At the heart of a comprehensive university — The New School — Parsons draws on a range of academic fields to deliver a uniquely interdisciplinary education enriched by the resources of its home in New York City and branch campus in Paris. Here, the next generation of creative leaders engage in real-world learning and develop as critical thinkers and makers grappling with the pressing issues of our time.

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Syllabus - What you will learn from this course

Week1

Week 1

7 hours to complete

Alternative Design Methodologies

In this week, you will explore design thinking and insight gaps. You'll start to think about what bias is and how to manage it in the design process. We'll outline the five stages of design thinking, and you'll gain insight into testing with a prototype. Finally, we'll consider why people hire and fire products or services as you discuss the relationship between design methodologies and the jobs to be done model.

7 hours to complete

6 videos (Total 27 min), 10 readings, 4 quizzes

6 videos

Welcome3mGaining Insight and Testing with a Prototype3mManaging Bias in the Design Process4mThe Five Stages of Design Thinking4mGuest Speaker Interview: Melanie Arens6mWhy We Hire and Fire Products3m

10 readings

Welcome to the Course30mMeet Your Faculty10mCourse Methodology and Assessment30mKey Terms and Concepts10mGo Even Further with Parsons10mBias and Prototype Testing30mThe Origins of Design Thinking30mHuman-Centered Design30mCorrelation versus Causality30mHiring and Firing Products30m

4 practice exercises

Formative Quiz: The Non-Negotiable Essentials30mFormative Quiz: The Design Thinking Methodology30mFormative Quiz: Jobs to Be Done30mSummative Quiz: Alternative Design Methodologies30m

Week2

Week 2

5 hours to complete

Choosing a Business Model to Take Your Solution to Market

In this week, you'll learn more about business models. We'll look at the difference between incremental change or radical innovation and the purpose of each. We'll look at specific examples of successful business model shifts and focus on the relationship between business models and product experience. You will learn about the three pillars of sustainable business models as well. You'll do this through an exploration of six types of business models. Finally, we'll discuss recommendations of business model shifts given a company's context.

5 hours to complete

5 videos (Total 25 min), 5 readings, 4 quizzes

5 videos

Introduction to Choosing a Business Model to Take Your Solution to Market1mIncremental Change versus Radical Innovation4mGuest Speaker Interview: Manoj Chiba9mSuccessful Business Model Innovators5mSustainable Business Model Innovators3m

5 readings

Types of Innovation30mSix Business Models That Can Create New Value30mCase Study - The Founder30mWhat is a Sustainable Business Model?30mSustainable Business Models30m

4 practice exercises

Formative Quiz: Misidentification of the Opportunity Space30mFormative Quiz: Six Business Models That Create New Value30mFormative Quiz: Sustainable Business Models30mSummative Quiz: Choosing a business model to take your solution to market30m

Week3

Week 3

4 hours to complete

Design Tools to Evolve Your Business Model in Market

In this week, you'll learn about the three types of fit: problem-solution fit, product-market fit, and commercial fit. You'll gain insight into how shared value is applied in the market, as well as discuss how business model selection impacts the creation of shared value. We'll introduce you to the concept of the conversion funnel, and share how this is applied through the design process. Finally, you'll learn about using heuristic analysis to identify problems and opportunities on the conversion funnel.

4 hours to complete

5 videos (Total 19 min), 4 readings, 4 quizzes

5 videos

Introduction to Design Tools to Evolve Your Business Model in Market1mFinding the Right Fit: Problem-Solution, Product-Market, and Commercial Fits4mGuest Speaker Interview: Beata Giermasinska6mShared Value Model2mDefining a Conversion Funnel4m

4 readings

Shared Value Firms and Markets30mShared Value Models30mHeuristic Analysis30mConversion Funnels and Heuristic Analysis30m

4 practice exercises

Formative Quiz: Business Design30mFormative Quiz: Creating Shared Value30mFormative Quiz: Managing Your Conversion Funnel30mSummative Quiz: Design Tools to Evolve Your Business Model in Market30m

Week4

Week 4

5 hours to complete

Pain Points and Success

In this week, we'll explore the neuroscience behind cognitive load and user benefit. You'll look at the role of technology and consider how some companies and industries leverage cognitive load and increase user benefit well, and what happens if they're unable to do that. We'll explore analyses and perspectives on growth hacking. You'll recognize how to balance fast track delivery and innovation concurrently. Finally, we'll provide a few helpful tips for implementing design practices.

5 hours to complete

5 videos (Total 17 min), 5 readings, 4 quizzes

5 videos

Introduction to Pain Points and Success1mThe Neuroscience Behind Cognitive Load3mLeveraging Cognitive Load and User Benefit4mGrowth Hacking3mDesign is About Discipline3m

5 readings

Defining Cognitive Load and User Benefit30mCognitive Load and User Benefit in the Digital Age30mUtilizing Cognitive Load30mAnalysis and Perspectives on Growth Hacking30mInnovation and Fast Track Delivery30m

4 practice exercises

Formative Quiz: Cognitive Load Versus User Benefit30mFormative Quiz: Digital Dynamics30mFormative Quiz: Insider Tips30mSummative Quiz: Pain Points and Success30m

About the Business Innovation and Digital Disruption Specialization

In this specialization, participants master the basics of design thinking and its application to business development and innovation. They learn how to identify challenges and validate opportunities in order to drive commercial success using various design methodologies. Remapping the newly defined business model canvas is an important part of the specialization.

The specialization also encompasses the technical side of business modeling and strategy development. It highlights the difference between being digital and going digital and how that affects companies’ internal workings as well as end users. Participants gain an understanding of marketing fundamentals and how to leverage them to reposition their brand and their new value proposition in the market using their brand as a strategic asset.

Business Innovation and Digital Disruption

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Using Design to Generate Innovative Business Solutions

About this Course

What you will learn

Skills you will gain