Design-Thinking

EHL Campus (Singapore) 19th - 21st November 2021 (+preparatory self-study starting 12th November 2021)

service design

Why Take This Course ?

  • To gain insight into design thinking, one of the most popular methods of innovation applied to business models.
  • To get comfortable with the messiness of service business model design
  • To understand 360° of creating a service, in the context of business models with multiple interfaces
  • To develop strategic innovation: Moving beyond incremental operational innovations to strategic customer centricity
  • To understand the digital landscape, how digital services are created, and resulting business impacts

Course Content

Covers the different angles of creating and innovating customer-centric services that cater to the demands of the 21st century.

  • Servitization – How to move from a product to a service business model
  • The experience economy – How to accomplish digital transformations of your service portfolio and deliver value.

Covers the following topics and concepts:

  • Service digitalization
  • Service transformation
  • Business model innovation
  • Design thinking - The process and how it will be applied in the course

Course Details

The course will be a highly experiential application of the design thinking methodology (learning by doing), so the pre-work aims to set the theoretical foundations and prepare participants for the live exercise.

Pre-work comprises a set of readings and case studies to lay down a foundation of core concepts. It will also include a 2-hour live connect session with the course professors and other participants to review the self-study materials and further prepare to jump right into the design thinking process when the course begins November 19.

 

Value creation in service innovation garners an in-depth understanding of the customer for consequential innovations:

  • Empathize with the customer, end user, or other stakeholders in the value network to uncover meaningful tensions and opportunities for service innovations.
  • Define and reframe customer-centric problem statements

Value creation covers the following topics and concepts:

  • Non-judgmental data collection (e.g., interviews, shadowing, observation, etc.)
  • Vignette development
  • Persona development
  • Pains and gains development

Value delivery in service innovation drives the creative development of innovation options to pursue:

  • Ideation focus on the creation and prioritization of valuable service innovations
  • Prototyping builds on quick and agile innovation option development


Value delivery covers the following topics and concepts:

  • Convergent and divergent thinking
  • Hypothesis-based innovation development
  • Participatory design methods
    Agile prototyping (e.g., Storyboards, mockups, videos, etc).

Value capture in service innovation focuses on the refinement and selection of innovations to expose to real life testing:

  • Test prototypes and embrace failure to generate innovation that effectively respond to customer needs
  • Refinement through short-cycle adaptation that drives innovation towards implementation
  • Iteration to address feedback by revisiting prior concepts and prototypes


Value capture covers the following topics and concepts:

  • Usability testing
  • Pivoting and adaptation
  • Business modeling

Key Facts

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Duration/Dates

Preparation + 3 Days on campus
November 19 - 21 2021

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Location

EHL Campus (Singapore)
3 Lady Hill Road, Singapore 258672

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Cost

1’900.- CHF (incl. VAT)
Price for Singaporeans and Singapore Residents: 1’500.- CHF (incl.VAT)*

* Approximate price in SGD 2’900 (full price) and SGD 2’300 (for Singaporeans and Singapore residents), based on an exchange
rate of 1 SGD = 0.6552 CHF. Final SGD equivalent fee will be indicated on the payment platform at the time of payment.

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Credential Delivered

EHL Certificate of Achievement

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Course Language

English

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Mode of Training

Full-Time, Onsite

People-analytics

Learning Objectives

On completion of this course, you will be able to:

  • Develop customer-centric problem statements to identify and prioritize valuable service innovation
  • Adopt toolkits to transform traditional product-focused business models into innovative service deliveries
  • Advance your service experience through targeted service digitalization
  • Implement scientifically and managerially proven agile innovation methodologies
  • Discover an entrepreneurial mindset to enable radical innovation shifts

What Makes This Course Special?

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Access to guest speakers and real examples from diverse service industry contexts

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Opportunities to network with other participants and guest speakers

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A connection between theory and practice through a live business case: create your own business model.

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Learn by Doing: experience design thinking process action

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All course material accessible through an online Learning Management System

Course Instructors

Dr. Nicole Rosenkranz

Nicole Rosenkranz is Associate Professor in Strategy and Entrepreneurship at the École hôtelière de Lausanne (EHL). She received her PhD with summa cum laude from the University of St.Gallen after working as a strategy consultant for several years and holding strategy functions in the banking industry. 

She regularly conducts field research studying the processes by which managers and employees innovate or adapt strategies, and how they affect change at the organizational level. Her research has been published in international management journals such as the Journal of Management. Nicole teaches on the full range of undergraduate, master, doctoral student and executive level courses, specializing on corporate strategy, strategic decision-making and entrepreneurship.

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Dr. Nicole Rosenkranz

Dr. Christopher L. Tucci

Dr. Christopher L. Tucci holds a Ph.D.  from the Massachusetts Institute of Technology (MIT), a Pre-doctoral fellowship in residence, Harvard University, and an MSc from Stanford University. He is Full Professor of Digital Strategy & Innovation at Imperial College Business School (London, U.K.) and Academic Director, Centre for Digital Transformation and Co-Director, Education, Imperial-X.

He was an industrial computer scientist involved in developing Internet protocols and applying artificial intelligence tools.  Professor Tucci teaches courses in Design Thinking, Digital Strategy, and Innovation Management. His primary area of interest is in how firms make transitions to new business models, technologies, and organizational forms. He also studies crowdsourcing, Internet working, and digital innovations.

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Dr. Christopher L. Tucci

Who Should Attend?

This course is designed for those who have (or wish to take a next step towards) a strategic position with P&L responsibility or decision-making authority with regard to choosing customer targets or designing new services (e.g. business unit heads, department heads, business development)

The course is equally relevant for experienced professionals in service businesses, as well as for experiences professionals in product-oriented businesses with an intent towards Servitization.



Minimum Qualification Required to Enroll

  • A Bachelor's degree
  • At least 10 years of work experience (of which 4 years managerial)
  • Professional experience in business management or aspiring business leaders (i.e. those moving from operational to strategic roles)
  • Advanced English level (C1 equivalent), for non-native speakers

Apply Online

EHL Campus (Singapore) will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed our Admissions team will organize a short phone interview with you.

Foreign students will not need a Student Pass to attend the short course. A short term visit pass will be sufficient for countries eligible for visa on arrival. Students from other countries will need to apply for a visa beforehand. If temporary travel restrictions are in place at the time of the course,  students will be able to postpone their participation to a later date. 

Not ready to enroll?

Make sure to complete the form to receive our Short Courses information and be informed of later course dates.

Download the Flyer

Fill in the form to download the Service Innovation by Design flyer
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Frequently Asked Questions

Price: CHF 1,900

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks, one orientation evening, transportation in the morning and evening from-to the nearest MRT station, front office support for the duration of the course.

The short course fees will be secured by a Fee Protection Scheme.

Participants will be able to pay their fees using the global payment solution Flywire.

Special Launch Price for Singaporeans and Singapore residents: CHF 1,500.

The course fees, payment schedule and refund policy are detailed in the Student Contract. We remind students that their fees are secured through a Fee Protection Scheme. No tuition fees will be charged before receiving a signed Student Contract and before the 7 days cooling period.

Download the Student Contract

 

  • lunch
  • morning and afternoon coffee breaks
  • transportation in the morning and evening from-to the nearest MRT station
  • front office support

 

Course pre-work will begin as of 12.11.2021 (postponed from Nov. 8) + 3 full days on campus from 19.11.2021 to 21.11.2021
  • Onsite: November 19 -  21, 2021
  • Preparation: From 12.11.2021 -  This will include a series of readings and self-study materials (asynchronous).
  • Connect session: November 17, 7-9 pm (Singapore time)
    A 2-hour live virtual connect session with the professors and other course participants will take place in preparation for the cour
    se.

Onsite days from 19.11.2021 to 21.11.2021 - 3 days on campus

Daily schedule for onsite days:

- Day 1 & 2: (Nov 19 – 20)
  • 9 am – 12 pm class session
  • 12 - 1 pm Lunch
  • 1 pm – 8 pm class session
- Day 3: (Nov 21)
  • 9 am – 12 pm class session
  • 12 - 1 pm Lunch
  • 1 pm – 6 pm class session
  • 6.30 pm – closing session
Participants can expect intensive days. After course hours will be dedicated to additional group work

Onsite, full-time

 

  • Number of hours total - 24 course hours
  • Study hours required for preparation - 28 hours of self study (readings and cases) + 2 hours live connect session
Description of the preparatory self-study: The course will be a highly experiential application of the design thinking methodology (learning by doing), so the pre-work aims to set the theoretical foundations and prepare participants for the live exercise. Pre-work comprises a set of readings and case studies to lay down a foundation of core concepts. It will also include a 2-hour live connect session with the course professors and other participants to review the self-study materials and further prepare to jump right into the design thinking process when the course begins.

 

Group work, with final presentation in front of an expert panel. This will be the only graded aspect, there are no intermediary evaluations.
 
 
EHL Campus (Singapore) Pte Ltd
3 Lady Hill Road, Singapore 258672
 
ERF Registration Number: 201731189N
Registration Validity Period: 14 June 2019 to 13 June 2023
 

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