What customers want from products is not necessarily ownership, but rather the function that the product provides or the service the product can deliver, this is why designing user-centered services becomes crucial to achieve growth. Service design is an emerging practice centered on organizing people, infrastructure and messages in order to improve the quality of the service and its interaction with people. In this course, we will learn the basics of service innovation such as creating journey maps, touchpoint analysis, service blueprints, service scenarios and other tools to diagnose, design and communicate new services and experiences.
Understanding people is at the core of any successful innovation, but people think, feel and behave in rather mysterious ways, so obtaining insights is not a straightforward process. In order to understand your user holistically, we need to rely on tools and techniques from the social sciences--anthropology, sociology, psychology and others. In this module, we will learn how to plan great research, do immersive fieldwork, conduct analysis sessions and generate relevant insights that will help you empathize and learn more about the unmet needs, perceptions, expectations and characteristics of your customers.
One of the first steps in the innovation process is understanding the state of the art in regards to specific topics—whether it is a sector or market segment. Our Contextual Immersion tours are designed to provide unique opportunities to experience the best practices, trends, precursors and companies innovating in specific sectors. For now, we have designed three contextual immersion tours focused on specific verticals: Tourism and hospitality innovation (Barcelona); Retail innovation (Barcelona); Emerging consumer culture (Brazil, Mexico, US Hispanics).
We all know people are not rational beings, and a number of cognitive processes and limitations affect our decisions and the way we experience the world. Understanding these principles and learning how to apply them is key to developing delightful new experiences. In this course, we will review the basic principles of behavioral science and will learn how to apply these to the design of new customer-centric processes, services and products.
This module is centered on learning how to develop an innovation strategy and to understand the various models for implementing innovation within an organization and helping develop its culture. Participants will analyze various innovation models and evaluate the best options according to their organization’s needs and competitive context. Then we will provide an innovation strategy framework to define their priorities and projects by using a real-world example.
You will understand the background and basic tenants of design thinking and learn to apply this approach to creatively solve basic organizational problems and generate valuable, novel and relevant ideas. In this module, participants will develop basic skills such as: problem redefinition, observation, empathy, collaboration, creativity, idea management, storytelling and execution — all important skills that will help jumpstart a culture of innovation inside your organization.