Course in Design Thinking and Developing Ideas that Create Value for Customers and Business

In a world shaped by rapid change and increasing complexity, innovation is no longer a luxury—it is an urgent necessity. Organizations that aim to lead and grow must rethink how they create solutions that truly matter. Design thinking offers a powerful approach centered on human needs, encouraging creative problem-solving that drives value for both customers and business outcomes.
The course “Design Thinking and Developing Ideas that Create Value for Customers and Business”, delivered by Geneva Institute of Business Administration, provides participants with a structured yet flexible framework to reimagine problems, generate impactful ideas, and translate them into tangible, value-driven solutions. This program empowers individuals to move beyond routine thinking and embrace innovation that delivers results in real-world contexts.

Target Group

• Executive managers and leadership teams aiming to embed innovation in strategic decision-making

• Product and service development teams seeking to enhance user experience through creative design

• Marketing and customer experience professionals focused on delivering customer-centered solutions

• HR and organizational development specialists striving to cultivate a culture of innovation

• Digital transformation consultants and advisors solving complex client challenges

• Professionals looking to redesign internal processes and improve operational efficiency through innovative thinking

Objectives

• Equip participants with a clear understanding of the principles and stages of design thinking

• Strengthen the ability to analyze challenges from a user-centered perspective rather than an internal view

• Develop skills to convert creative ideas into practical, value-generating business concepts

• Encourage open, collaborative thinking that minimizes bias and supports shared ownership of ideas

• Explore the connection between design thinking and long-term value creation for organizations

• Provide tools for structured ideation and creative exploration suitable for business application

• Learn to craft compelling value propositions aligned with real customer needs

• Build a foundation for applying design thinking in improving services, products, and internal systems

Course Outline

• Introduction to Design Thinking and Core Principles

  • Definition, purpose, and key use cases of design thinking

  • The five main stages of the design thinking process

  • How design thinking differs from traditional problem-solving methods

  • The role of empathy and human insight in solution development

• Empathizing with Users: A Human-Centered Approach

  • Tools for identifying user needs, behaviors, and expectations

  • Deep listening and contextual inquiry techniques

  • Bridging the gap between user expectations and current offerings

  • Capturing insights from the user’s point of view, not the organization’s

• Defining the Problem with Clarity and Focus

  • Turning user insights into actionable design statements

  • Avoiding internal assumptions and organizational bias

  • Crafting “problem statements” that guide effective ideation

  • Clearly setting boundaries and identifying real improvement areas

• Generating Ideas through Structured Creativity

  • Techniques for guided brainstorming and idea expansion

  • Challenging default thinking to create unexpected solutions

  • Grouping, refining, and evaluating initial ideas

  • Keeping ideation open without premature judgment

• Prototyping to Explore and Test Concepts

  • The value of rapid prototyping in shaping viable solutions

  • Types of prototypes: service, product, interaction models

  • Visual thinking to enhance concept communication

  • Engaging with ideas through tangible representations

• Testing and Iterating Based on Feedback

  • Methods for gathering user input on proposed solutions

  • Assessing the relevance and potential impact of ideas

  • Using feedback loops to refine and improve the prototype

  • Embracing iteration over perfection

• Designing Solutions that Deliver Customer Value

  • What defines value from a customer’s perspective?

  • Aligning ideas with market demands and real user needs

  • Enhancing satisfaction through people-centered design

  • Leveraging innovation to drive customer loyalty

• Driving Organizational Impact through Design Thinking

  • Integrating design thinking into the culture and daily practice

  • Improving internal operations and collaboration through innovation

  • Framing ideas in terms of measurable business impact

  • Connecting design thinking to enterprise transformation initiatives