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DSN 103 — Design Implementation: Getting to Market

Quarter: Spring
Day(s): Tuesdays
Course Format: On-campus
Duration: 8 weeks
Date(s): Apr 2—May 21
Time: 7:00—9:05 pm
Drop Deadline: Apr 15
Unit: 1
Tuition: $480
Instructor(s): Katy Mogal, Catherine Lovazzano
Limit: 60
7:00—9:05 pm
Apr 2—May 21
8 weeks
Drop By
Apr 15
1 Unit
Katy Mogal, Catherine Lovazzano
Design is widely recognized as a source of competitive advantage in industries ranging from consumer tech to airlines, consumer goods, and even government. Design is often thought of as the initial stages of conceptualizing and prototyping a new product. But there is more to it than that. Design-led innovation also includes taking a product or service to market. This process can be just as creative as the initial brainstorming stages. In this course, we will explore—from a user-centered perspective—the process of moving from a validated concept to a launched product. The course will cover key concepts essential to user-centered design and market research. This includes the Business Model Canvas, product/market fit (what it is and how to know when you have it), identifying and understanding target users, and how to create value propositions that differentiate new offerings. In each class session, we will present the latest thinking on these topics and consider real-world case studies. Students will have the opportunity to prototype each of these steps through interactive team exercises and bring them to life. By the end of this course, students will have a clear understanding of the key requirements in bringing a successful product to market through the lens of design, and a set of tools and frameworks to apply to each step of the process.

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

Katy Mogal, UX Research and Strategy Manager, Facebook

Katy Mogal is a user research and consumer insights leader with fifteen years of experience managing teams of social scientists, design researchers, and strategists to shape product and marketing strategy. Prior to Facebook, she led research and strategy teams at Fitbit, Jawbone, and Logitech, among others. 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:

(Recommended) Alexander Osterwalder, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (any edition) (ISBN 978-0470876411)
(Recommended) Nick Bowmast, Userpalooza: A Field Researcher's Guide (ISBN 978-0473458768)
(Recommended) Chip Heath, Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die (ISBN 978-1400064281)