Design Thinking: Discovery Tools

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.

• 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.