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BUS 243 — Strategies for Creating Products That Deliver Value

Quarter: Fall
Day(s): Thursdays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Oct 1—Nov 19
Time: 7:00—8:50 pm (PT)
Drop Deadline: Oct 3
Unit: 1
Tuition: $585
Instructor(s): James Young, Komalta Rajani
Limit: 30
Status: Closed
Please Note: Some of our refund deadlines have changed. See this course's drop deadline above and click here for the full policy.
Live Online(About Formats)
7:00—8:50 pm (PT)
Oct 1—Nov 19
8 weeks
Drop By
Oct 3
1 Unit
James Young, Komalta Rajani
Please Note: Some of our refund deadlines have changed. See this course's drop deadline above and click here for the full policy.
To ensure continued growth and success, product leaders and entrepreneurs must continually revisit the core question: How can my product create more value for its customers, business, and society as a whole? Building upon design thinking techniques, this course will present the methodology of “canvases”—collaborative charts that teams create and iterate on, each covering a key aspect of product strategy. Canvases can be digital or physical, and can work for organizations at every stage. Each canvas becomes a step-by-step product strategy guide, helping to validate solutions, ensure team agreement, and demonstrate where change might be necessary. In this course, we will work on four different canvases. The Value canvas will explore the true value a product brings to each customer segment, so optimal product/market fit can be achieved and brand storytelling can be improved. The Design canvas will cover the principles of iterative design and prototyping of the actual product. The other two canvases will focus on defining metrics in order to identify improvement opportunities and assess both short- and long-term approaches to integrating competing parameters such as cost, time, and customer impact. Through hands-on exercises, students will apply these canvases, and other design thinking techniques, to real-world use cases. The resulting customized canvases will be available for students to take back, reuse, or reflect upon in their own organizations.

James Young, Principal and Design Lead, Tangible UX

James Young works closely with enterprise teams, leading customer-centered innovation programs that enable people to enhance their problem-solving abilities. He has taught at Stanford, California College of the Arts, and numerous global corporations.

Komalta Rajani, Director of Product, Apixio

Komalta Rajani leads software products, data analytics, and product management teams. She has fifteen years of digital product experience at large companies as well as early stage startups. She is currently heading a product that leverages artificial intelligence to improve healthcare. Earlier she led PayPal's cross-border payments product and its global expansion.