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DSN 103 — Design Implementation: Getting to Market

Quarter: Spring
Day(s): Mondays
Course Format: On-campus course
Duration: 9 weeks
Date(s): Apr 3—Jun 12
Time: 7:00—9:05 pm
Drop Deadline: Apr 16
Units: 2
Tuition: $435
Instructor(s): Christopher Ireland, Katy Mogal
Limit: 100
Status: Closed
Please Note: (No class on May 22 and May 29)
On-campus course
7:00—9:05 pm
Apr 3—Jun 12
9 weeks
Drop By
Apr 16
2 Units
Christopher Ireland, Katy Mogal
Please Note: (No class on May 22 and May 29)
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 touchpoint with customers. We will also cover how design relates to business models and why investors are increasingly attracted to design-led businesses. The overarching goal is to provide a solid understanding of design principles that can contribute to and influence every viable business.

No previous business or design training is necessary.

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 a co-author of China’s New Culture of Cool and Rise of the DEO: Leadership by Design. Previously, she was CEO of Cheskin, a consultancy focused on design innovation that supported Microsoft, Intel, Pepsi, and Apple, among others. Ireland received an MBA from UCLA.

Katy Mogal, Director of Design Research and UX Research, Fitbit

Katy Mogal is the director of design research and UX research at Fitbit, where she leads a team of anthropologists, strategists, and human factors experts in uncovering human needs to drive product design and innovation. 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. She received an MBA from Wharton.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.