Innovation of Products and

Services: MIT’s Approach to

Design Thinking
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Unrestricted
Innovation of Products and Services: MIT’s Approach to Design Thinking
Who is it for?
Designed for People Managers
such as Segment Heads and BU
Heads.
Program Mode – Online
What is it about? What are the benefits?
Winning companies, such as Apple, Virgin, Toyota, • Understand the design thinking process
and others innovate continuously because of their
culture of design thinking—integrating the needs of
people, the possibilities of technology, and the • Identify and assess customer opportunities
requirements for business success.
In this course, you will learn how to take a similar • Generate and evaluate new product and service
approach in your own business—blending the concepts
perspectives of marketing, design overview, and
engineering into a systematic approach to delivering
innovation. As a core part of the course, students • Design services and customer experiences
participate in a team-based concept development
project assignment. This project, focused on
opportunity evaluation and concept development, is • Evaluate product development economics
integrated into all course modules.
Program Duration – 8 Weeks Application Work Pre&Post Learning Survey 8 Weeks
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Innovation of Products and Services: MIT’s Approach to Design Thinking

Module Name Frameworks

• Three innovation challenges - - People desirability, - Business viability, - Technical feasibility
Module 1 Design Thinking Skills • Example of three innovations challenges: - NEST, AIRBNB, APPLE
• IDEO’s Systematic Innovation Process
• Product development process
• Concept development process
• User innovation application
Module 2 Identify Customer Needs • Customer needs and markets
• Lead user example – utility light study
• Customer needs analysis process steps – NEST
• Five guidelines for writing need statements
• Invention, innovation, and creativity, Example: YCC concept car
• Great ideas
• Brainstorming common rules
• Research on brainstorming and creativity
Module 3 Applied Creativity - Product Concept Generation • Concept sketches and sketch modeling
• Concept generation process
• External and internal search – brainstorming
• Concept generation – example of combining ideas
• Concept of down selection
• The difference between goods and services
• Services innovation at Bank of America
Module 4 Design of Services and Customer Experience
• Services experience cycles
• Examples of services experience cycle: Movie theatre example, Zipcar
• Introduction to product development economics
• Thought experiment and product development cash-flow
• PD project financial marketing
• NPV and Nespresso example
Module 5 Financial Analysis
• Nespresso example: - The numbers for machines and capsules, - Model uncertainty
• Spreadsheet modeling – how much more do we need to sell to recover recycling program? - Put several worst cases and see what happen to NPV, -
Put in best cases and see what happens to NPV
• Debrief on the above discussions
• Introduction to product development economics
Module 6 Project Peer Reviews and Course Wrap-Up
• Thought experiment and product development cash-flow
Leading Organization & Change- Program
Highlights & Certification

62 4
Video Lectures Assignments
(+2 Optional)

4
Case Studies
4
Real World
Application

4 1
Discussions Capstone
Simulations
 Meet our Faculty

Profile

Steven D. Eppinger is the General Motors Leaders for Global Operations Professor, a Professor of
Management Science and Engineering Systems, and the Co-Director of the System Design and Management
Program at the MIT Sloan School of Management.

Eppinger served as deputy dean of MIT Sloan from 2004 to 2009; from 2001 to 2003 worked as faculty co-
director of the Leaders for Global Operations (formerly MIT Leaders for Manufacturing) and the System
Design and Management programs.

He worked as co-director of the Center for Innovation in Product Development from 1999 to 2001.
Prior to joining the MIT faculty in 1988, he worked as a machinist, manufacturing engineer, product
Steve D. Eppinger designer, and consultant in both prototype and production operations.
General Motors LGO Professor of
Management
In 1993, he received both MIT’s Graduate Student Council Teaching Award and the MIT Sloan Award for
Innovation and Excellence in Management Education.

Eppinger has co-authored a widely used textbook entitled, Product Design and Development, Fifth Edition
(McGraw-Hill, 2008).

The author of more than 40 articles in refereed academic journals and conferences, he received the ASME
Best Paper Award in Design Theory and Methodology in 1995 and again in 2001.
Learning Path

Week 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Course Orientation (Approx. 4hrs.) (Approx. 5hrs.) (Approx. 3hrs.) (Approx. (4-6hrs) (Approx. 3-5hrs.) (Approx. 4hrs.)
Design Thinking Skills Identifying Customer Needs Applied Creativity Design Of Services Financial Analysis Environmental
Sustainability

• Beginning the • Program • Program • Program • Program • . Program • .. Program

Course Project Instruction Instruction Instruction Instruction Instruction Instruction

• Understanding • Videos on • Videos on • Videos on • Videos on • Videos on NPV, • Videos on DFE

Plagiarism Innovation Concept Creativity, Brain Innovation in Nespresso principles,
Challenge, IDEO Development& Storming services, example Product Life
• Discussion & Case Customer Needs Methods, Services analysis Cycle, The
Meet the faculty Introduction Concept Experience cycle Herman Miller
• Group Generation • Group Story
• Team Assignments Process • Group Assignment
Assignment Assignment • Group
• Practice Quiz & • Group • Practice Quiz & Assignments
• Practice Quiz & Summary Assignment • Practice Quiz & Summary
Summary Summary • Practice Quiz &
• Practice Quiz & Summary
Summary

Week 7- Project Completion