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DSN 103 — Design Implementation: Getting to Market

Quarter: Spring
Day(s): Mondays
Course Format: On-campus
Duration: 9 weeks
Date(s): Apr 2—Jun 4
Time: 7:00—9:05 pm
Drop Deadline: Apr 15
Units: 2
Tuition: $520
Instructor(s): Katy Mogal, Catherine Lovazzano
Limit: 100
Status: Open
Please Note: No class on May 28
7:00—9:05 pm
Apr 2—Jun 4
9 weeks
Drop By
Apr 15
2 Units
Katy Mogal, Catherine Lovazzano
Please Note: No class on May 28
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.

Please note: Due to its large-enrollment capacity, this course is not designed to be project-based. There are no prerequisites, and no previous design training is expected or assumed.

This three-quarter sequence explores the nature of design and its relevance both within and beyond the realm of the design professional. The Fall course served as a general introduction to the history and diverse philosophies of design. In the Winter, students learned a set of practical design methodologies. In the Spring, students will be guided through a process of translating theory and practice into a viable business strategy. While these courses build upon one another, each course can be taken independently as well.

Katy Mogal, UX Research and Strategy Manager, Facebook

Katy Mogal is a user research and consumer insights leader with fifteen years of experience in managing teams of social scientists, design researchers, and strategists to help teams shape product and marketing strategy based on a deep understanding of user needs and behaviors. Prior to Facebook, she led research and strategy teams at Fitbit, Jawbone, and Logitech. She received an MBA from Wharton.

Catherine Lovazzano, Senior UX Researcher, Facebook

Catherine Lovazzano has led teams in designing new products, services, and experiences at Fitbit, Samsung, FIAT, and the innovation consultancy Jump Associates. She brings expertise in human behavior and foresight to inform compelling new offerings, and is an adjunct professor in interaction design at California College of the Arts. She received an MS in material anthropology from Oxford.

Textbooks for this course:

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