In order to invent, we need to first discover. In this course, you’ll learn about and practice five human-centered tools that help you learn how to discover opportunities that have always been there, but been overlooked. Great products and services depend on connecting with real humans, where it really counts. Join us in Discovery Tools to learn how to connect with those in your world.
Tim Ogilvie, CEO of Peer Insight, an innovation consultancy, and co-author of
The Designing for Growth Field Book with Darden Professor Jeanne Liedtka, guides your exploration of the most effective design thinking tools available. In this course, you will learn to use tools from the field of human-centered design: stakeholder mapping, journey mapping, personas, value-chain analysis, the job-to-be-done, ethnographic interviews, and more. Learn to connect with your customers on a human level, to get beyond what they
say and observe what they
do. You'll learn to recognize weak signals about unarticulated needs and capture overlooked ideas. Each week's lesson contains video instruction, practical applications and action ideas and do's and don'ts from professionals who've extensively field-tested these concepts.
This program is conducted entirely online over the course of five weeks. Each week, participants should expect to spend approximately five to eight hours viewing instructional videos and completing field work, readings, assignments and peer evaluations. Course readings are provided within the course. No additional text required.
For the course to be completely successful, participants should maintain respectful communication with the faculty and fellow participants and comply with all applicable rules, instructions, requirements and terms of service.
You'll walk away from
Discovery Tools with:
VP & COO, Peer Insight
With a background in strategy, technology implementation, and change management, Natalie has led projects for Peer Insight, IBM and PricewaterhouseCoopers in various countries, functions, and industries. The diversity of her experience is brought to bear throughout the innovation lifecycle, enabling strong exploratory and divergent thinking while maintaining a grasp on the ins and outs of execution. Natalie has worked with clients such as Allstate, DTE Energy, the World Bank, Kimberly-Clark, the U.S. Agency for International Development (USAID), and the Good Samaritan Society. Natalie serves on the board of the DC Social Innovation Project. She holds an MBA from UVA's Darden School of Business and a BA in Psychology from The College of William and Mary.
United Technologies Corporation Professor of Business Administration
Jeanne M. Liedtka is the former chief learning officer at United Technologies Corporation, a Fortune 50 corporation, where she was responsible for overseeing corporate learning and development. At Darden, Jeanne works with both MBAs and
executives in the areas of design thinking, innovation and
leading growth. Her current research focuses on design-led innovation in the government and social sector, as does her forthcoming book,
Designing for the Greater Good. She authored
The Designing for Growth Field Book: A Step by Step Guide(2014), The Catalyst: How You Can Lead Extraordinary Growth, which was one of
Bloomberg Businessweek' s best innovation books of 2009;
Designing for Growth, which was named the best management book of 2011 by 800-CEO-READ; and
Solving Problems with Design Thinking: 10 Stories of What Works.
CEO, Peer Insight
Prior to forming Peer Insight in 2004, Tim was a software startup CEO, a strategy consultant, and an Army brat. At Peer Insight, Tim has helped pioneer the emerging methods of design thinking, including co-authoring two best-selling books on the subject:
Designing for Growth and
The Designing for Growth Field Book. He has led breakthrough service innovation projects for AARP, Hewlett-Packard, Intel, Kimberly-Clark, Procter & Gamble, Siemens, Starwood and The Hartford. Tim's education includes a Masters in Computer Integrated Manufacturing Systems from Georgia Tech and a BA from the University of Virginia.
Assistant Professor of Business Administration
Assistant Professor Bidhan ("Bobby") Parmar teaches First Year Ethics and a Second Year elective on collaboration at the Darden School of Business. Parmar's research interests focus on how managers make decisions and collaborate in uncertain and changing environments to create value for stakeholders. His work helps executives better handle ambiguity in their decision making. His recent research examines the impact of authority on moral decision making in organizations. Parmar's work has been published in Organization Science and the Journal of Business Ethics. Parmar is a fellow at the Business Roundtable Institute for Corporate Ethics and the Olsson Center for Applied Ethics. Prior to teaching at Darden, Parmar taught at the UVA McIntire School of Commerce.
Tuition for this course is $495. Payment is required in advance of the program and is not refundable or transferable after the start of the program.
By taking this course, participants earn credit toward the
Specialization in Design Thinking and Innovation.
Registration: You can register for any of the online courses by completing a registration form directly from the course page on our website. Payment is due upon registration. We accept payment online from American Express, MasterCard and Visa. You'll receive a confirmation email after we receive your registration. Registration for each course closes on the course start date. We offer a 10% tuition reduction for groups of 10 or more.
Email us for approval and pricing.
Cancellations & Transfers: If you must cancel your enrollment, you must do so within seven (7) calendar days of the course start date. Please
email us with the name of the course, followed by "cancellation" in the subject line. If you cancel or withdraw within seven (7) days of the start date, you will be refunded 100% of your tuition. No refunds will be permitted after the first seven (7) days of the course.
If you prefer, you may transfer to one subsequent course offered within one year, if available.
Email us with the name of the course, followed by "transfer" in the subject line. This request must be made within seven (7) calendar days after the original course start date.
Access to Course Materials: Each of the four courses is designed to run for five (5) weeks. We leave each course open for a full ten (10) weeks. Once a course is closed, you will not be able to access our lectures and course materials, information pages, or assignments (including peer feedback). You may continue to access your network, submissions, discussions, conversations, and team workspace in archive mode (no new posts or comments) for up to six (6) months.
For more information,
review a complete list of our online course policies and procedures, as well as frequently asked questions.
Learn more about
Darden Executive Education is provided by the University of Virginia Darden School Foundation.
University of Virginia Darden School Foundation
Darden Executive Education
P.O. Box 7186
Charlottesville, Virginia 22906-7186 USA