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DSN 103 — Design Implementation: Getting to Market

Quarter: Spring
Day(s): Mondays
Time: 7:00—8:50 pm
Date(s): Mar 28—Jun 6
Duration: 10 weeks
Drop By
Drop Deadline: Apr 10
Unit(s): 2 Units
Tuition: $405
Format: On-campus course
Limit: Limit 100
Status: Open
Please Note: No class on May 30
Taking a product or service to market is the final stage in a design-led innovation process, and can be just as creative as the earlier brainstorming and prototyping stages. This course will focus on how and why design plays a crucial role in the successful launching and marketing of any business. You will learn how to determine market “fit” and begin a relationship with your community of users or customers; how to monitor trends and cultural shifts that impact product design; and the importance of a well-designed brand strategy and how it is communicated through every touch point with customers. We will also cover how design relates to business models and why investors are increasingly attracted to design-led businesses. Guest speakers from local startups and large companies will bring these principles to light through their experience and examples. Hands-on practice and collaboration with your fellow students will be encouraged. The overarching goal is to provide a solid understanding of design principles that can contribute to and influence every viable business.

There are no prerequisites for this course, and no previous business or design training is expected or assumed.

This is the third course of a three-quarter sequence, “INSPIRATION—IDEATION—IMPLEMENTATION,” intended to guide students through the entire design cycle. In the Fall, students explored the sources of design ideas; in the Winter, students learned how to give them form; and in the Spring, students will focus on transforming theory and practice into a viable business strategy. While these courses build upon one another, each course can be taken independently as well.

Christopher Ireland, Adjunct Professor, Design, California College of the Arts; Founder, Mix & Stir Studio

Christopher Ireland is the co-author of China’s New Culture of Cool and Rise of the DEO: Leadership by Design. For eighteen years, she was CEO of Cheskin, a consultancy focused on design innovation that supported Microsoft, Intel, Pepsi, Apple, Ford, and others, and was sold to WPP in 2007. She now focuses on advising early-stage startups and teaching entrepreneurship. Ireland received an MBA from UCLA.

Katy Mogal, Head of User Experience Research and Design Research, Fitbit

Katy Mogal received an MBA from Wharton and studied in the DMBA program at California College of the Arts, where she is now an adjunct professor of design research. Previously, she was the director of market and customer experience insights at Jawbone, where she led the consumer insights and user experience research teams. Earlier, she led insights-driven innovation programs at Logitech and managed client engagements at Cheskin, a strategic research and innovation consultancy.

Textbooks for this course:

No required textbooks