DSN 103 — Design Implementation: Getting to Market
Spring
Mondays
7:00—8:50 pm
Date(s)
Mar 28—Jun 6
10 weeks
Drop By
Apr 10
2 Units
Fees
$405
Format
On-campus course
Limit 100
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