MBC6600: Design Thinking on the Opportunity Frontier
3 Credits
This course focuses on the use of design thinking to identify, develop, and refine new product and service opportunities in the context of business creation. Students will learn how to observe customers, uncover unmet needs and pain points, and translate those insights into promising venture ideas. The course examines best practices in product and service innovation, including customer discovery, problem framing, ideation, concept development, prototyping, and iterative testing. Students will explore how entrepreneurs use these approaches to reduce uncertainty, improve the fit between customer needs and proposed solutions, and guide the early development of new ventures. Throughout the course, emphasis is placed on experimentation, learning through feedback, and moving from insight to actionable business concepts.