eCornell Online Professional Development Programs

Certificate Program in

Customer-Focused Product and Service Design

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Certificate Program in

Customer-Focused Product and Service Design

Certificate Information
This certificate program is comprised of 6 online courses: CESYS501: Getting Started on Product and Service Design CESYS502: Targeting Product and Service Designs to Customers' Needs CESYS503: Exploring the Design Space and Optimizing the Design CESYS504: Thinking Through the Structure of System Design CESYS505: Ensuring the Success of Product and Service Design CESYS506: Executing and Improving System Design

Certificate Overview
Learn the systems approach to designing products and services, addressing the needs of stakeholders, thinking through problems with greater rigor, and presenting ideas more effectivelyall vital skills which can be applied to almost any field or industry.

Description
Systems design is the process of defining and developing a system to satisfy specified requirements of the marketplace for a product or service. Through the Cornell Customer-Focused Product and Service Design certificate program, students will learn a proven eight-step methodology and structured process that will allow them to take an idea to the point where they can hand it off to a production/engineering/service team for completion. Students will also gain the skills necessary to evaluate whether the end-product or service was designed properly. Authored by Professor Peter Jackson, Director of Systems Engineering at Cornell University, the certificate program goes beyond a textbook approach and uses a problem-based instruction. These six two-week courses combine the principles of systems engineering with the simplicity of design for Six Sigma. No special expertise in math or engineering principles is required, making the program accessible and appropriate for professionals from a wide range of backgrounds. The method, concepts and process taught in this innovative program have been validated by engineers, project managers, engineering professors and executives at leading organizations, including Lockheed and Xerox. There is a right way to design products and services. You will learn it in this unique certificate program, which brings key concepts to life and makes them applicable for a lifetime. The courses in this Certificate in Customer-Focused Product and Service Design will enable you to: Learn a structured methodology for designing products/services the right way Avoid the pitfalls that can lead to designs gone wrong Learn to effectively communicate design requirements across an organization Understand how systems interact and talk to each other Develop tools that can be applied to a broad range of initiatives Gain confidence in developing new products/services Learn how to lead new organizational initiatives Focus on product/service design without needing expertise in math or engineering principles Benefit from one top 10 engineering programs in the country

Accreditation
Participants who successfully complete all six courses in this certificate series will receive a Certificate in CustomerFocused Product and Service Design from Cornell Universitys College of Engineering.

Who Should Enroll in This Certificate?

powered by This certificate is indispensable for individuals involved with the design, development and production of products or services. This includes engineers, project managers, marketing and product line managers, design managers, hand-on executives and others involved in systems design processes.

Getting Started on Product and Service Design CESYS501

Authoring Faculty
Peter L. Jackson Ph.D., Professor, Director

Description
The commercial viability of a product or service is largely dependent on the integrity of its design process. System design begins with, of course, a bright idea. But it requires evaluation of that concept to determine its marketability, its potential for internal buy-in, and its technical feasibility before planning for production. This course introduces you to customer-focused design, where behavioral psychology meets product analysis and service usage. Learn how to brainstorm and choose a concept, write a mission statement, identify internal stakeholders, analyze the customer experience, and define functional requirements for your product or service. Engineers and technical specialists will learn how to determine if a product or service is worth developing, and if so, how best to apply talent and resources to its development.

Sponsoring School
Cornell Universitys College of Engineering

Total Learning Time

Approximately 5-6 hours per week over a period of 2 weeks.

Who Should Take This Course?

This course is indispensable for individuals who design, develop and market products or services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes.

Benefits to the Learner

Learners who complete this course will be able to: Discuss the benefits of using the Getting Design Right Process Recommend when and how your organization can use this process Use this process to define a design problem

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Targeting Product and Service Designs to Customers' Needs CESYS502

Authoring Faculty
Peter L. Jackson Ph.D., Professor, Director

Description
Did you know that you can determine a product or services potential for commercial success before going to market? By properly identifying marketplace demand and setting up a rigorous evaluation and design process, you can develop a product or service that best serves your customers needs and desires and stands the greatest chance for commercial success. Youll learn to identify and measure customer demand; benchmark the competition to gain market advantage; rank and weigh product objectives; and define technical requirements for production based on the potential market. This course introduces field-tested, repeatable methods for designing a commercially viable product or service that positions your company ahead of the competition.

Sponsoring School
Cornell Universitys College of Engineering

Total Learning Time

Approximately 5-6 hours per week over a period of 2 weeks.

Who Should Take This Course?

This course is indispensable for individuals who design, develop and market products or services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes.

Benefits to the Learner

Learners who complete this course will be able to: Conduct a contextual inquiry to identify customer needs Quantify how well product or service requirements meet customer needs Use a step-by-step process to translate customer needs into technical requirements Generate a Customer Value Proposition (CVP) Prerequisites Please take Getting Started on Product and Service Design (CESYS501) prior to enrolling in this course.

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Exploring the Design Space and Optimizing the Design CESYS503

Authoring Faculty
Peter L. Jackson Ph.D., Professor, Director

Description
Turn that brilliant concept and into a viable, market-ready solution by examining your design concept from multiple perspectives. Learn to review the requirements and components of your concept in greater detail. By optimizing the design space and streamlining the design process, you can increase efficiency and actually create more value for your customers. This course will teach you how to take a raw concept and create a polished design. Avoid the pitfalls of hurrying the process or neglecting to examine your concept from all angles. Learn how to research competitor products in depth; collaborate with customer experts; and perform patent searchesall of which help to move your design one step closer to market.

Sponsoring School
Cornell Universitys College of Engineering

Total Learning Time

5-6 hours per week over a period of 2 weeks.

Who Should Take This Course?

This course is indispensable for individuals who design, develop and market products or services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes.

Benefits to the Learner

Learners who complete this course will be able to: Explain the reasons for exploring a broad design space Generate integrated design solutions from initial concepts Avoid design flaws Use a trade study (tradeoff analysis) technique to optimize design choices Prerequisites We recommend that you take Targeting Product and Service Designs to Customers' Needs (CESYS502) prior to enrolling in this course.

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Thinking Through the Structure of System Design CESYS504

Authoring Faculty
Peter L. Jackson Ph.D., Professor, Director

Description
Carrying a concept to completion is no simple task. Design and development teams need precise information about function, requirements, interfaces, and project components. A concept cannot be put into production until the system architecture has been reviewed for integrity and technical variables have been taken into account. Clear communication among design stakeholders can be especially challenging. Learn how to establish a common language and remove ambiguity from the process to ensure a smooth hand-off from the concept design group to the development team. Because an array of stakeholders, from engineers to managers, are typically involved in this transition, seamless communication and clear understanding of the design architecture are instrumental in developing a successful product or service.

Sponsoring School
Cornell Universitys College of Engineering

Total Learning Time

5-6 hours per week over a period of 2 weeks.

Who Should Take This Course?

This course is indispensable for individuals who design, develop and market products or services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes.

Benefits to the Learner

Learners who complete this course will be able to: Describe your product or service in a way that enables teams of people to work together on its design Apply the sequence of behavior-function-structure to the development of systems design Prerequisites Please take Exploring the Design Space and Optimizing the Design (CESYS503) prior to enrolling in this course.

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Ensuring the Success of Product and Service Design CESYS505

Authoring Faculty
Peter L. Jackson Ph.D., Professor, Director

Description
Nothing about designing a product or service is entirely risk-free. In systems design, risk is always present, so its more a matter of identifying, quantifying, and properly managing it. To gauge a product or services potential for failure, first assess whether the design addresses requirements, then test and evaluate it to determine if its capable of reaching performance targets. Learn how to reduce the severity of negative outcomes and become a problem solver. Run a Failure Modes and Effects Analysis (FMEA) in order to quantify and manage risk and review real-life risk management scenarios. When flaws in concept or design processes are discovered, youll know how to deploy the FMEA to prioritize corrective measures. Risk will always be present. Prevent wasted development budgets, avoid future sales difficulties, product recalls, even bad press by identifying, quantifying and mitigating risk early in the development process.

Sponsoring School
Cornell Universitys College of Engineering

Total Learning Time

5-6 hours per week over a period of 2 weeks.

Who Should Take This Course?

This course is indispensable for individuals who design, develop and market products or services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with systems design processes.

Benefits to the Learner

Learners who complete this course will be able to: Use design reviews and test plans to validate and verify requirements Use time-tested risk management techniques to analyze potential design failures and implement corrective actions Prerequisites Please take Thinking Through the Structure of System Design (CESYS504) prior to enrolling in this course.

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Executing and Improving System Design CESYS506

Authoring Faculty
Peter L. Jackson Ph.D., Professor, Director

Description
Be more creative, productive and efficient in your development projects. Create tight parameters in your project architecture and exercise rigorous control over processes and youll not only enjoy better performance; youll prevent wasted time, resources, and inventory. As you move to production, your improvements to the system design will be instrumental in reducing, if not eliminating entirely, quality problems, product recalls and lawsuits. As the final course in the certificate program, you will emerge with a functional and customized system design plan that you can apply directly to your business.

Sponsoring School
Cornell Universitys College of Engineering

Total Learning Time

5-6 hours per week over a period of 2 weeks.

Who Should Take This Course?

This course is indispensable for individuals who design, develop and market products or services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes.

Benefits to the Learner

Learners who complete this course will be able to: Execute a design through scheduling and tracking Use process iteration to refine and perfect the design Tailor the Getting Design Right process for your use Prerequisites We recommend that you take Ensuring the Success of Product and Service Design (CESYS505) prior to enrolling in this course.

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