ecornell Online Professional Development Programs

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1 ecornell Online Professional Development Programs Certificate Program in Customer-Focused Product and Service Design

2 Certificate Program in Customer-Focused Product and Service Design Certificate Information This certificate program is comprised of 6 online courses: CESYS501: Getting Started on Product and Service Design CESYS502: Targeting Product and Service Designs to Customers' Needs CESYS503: Exploring the Design Space and Optimizing the Design CESYS504: Thinking Through the Structure of System Design Certificate Overview Learn the systems approach to designing products and services, addressing the needs of stakeholders, thinking through problems with greater rigor, and presenting ideas more effectively all vital skills which can be applied to almost any field or industry. Systems design is the process of defining and developing a system to satisfy specified requirements of the marketplace for a product or service. Through the Cornell Customer-Focused Product and Service Design certificate program, students will learn a proven eight-step methodology and structured process that will allow them to take an idea to the point where they can hand it off to a production/engineering/service team for completion. Students will also gain the skills necessary to evaluate whether the end-product or service was designed properly. CESYS505: Ensuring the Success of Product and Service Design CESYS506: Executing and Improving System Design Accreditation Participants who successfully complete all six courses in this certificate series will receive a Certificate in Customer- Focused Product and Service Design from Cornell University s College of Engineering. Authored by Professor Peter Jackson, Director of Systems Engineering at Cornell University, the certificate program goes beyond a textbook approach and uses a problem-based instruction. These six two-week courses combine the principles of systems engineering with the simplicity of design for Six Sigma. No special expertise in math or engineering principles is required, making the program accessible and appropriate for professionals from a wide range of backgrounds. The method, concepts and process taught in this innovative program have been validated by engineers, project managers, engineering professors and executives at leading organizations, including Lockheed and Xerox. There is a right way to design products and services. You will learn it in this unique certificate program, which brings key concepts to life and makes them applicable for a lifetime. The courses in this Certificate in Customer-Focused Product and Service Design will enable you to: Learn a structured methodology for designing products/services the right way Avoid the pitfalls that can lead to designs gone wrong Learn to effectively communicate design requirements across an organization Understand how systems interact and talk to each other Develop tools that can be applied to a broad range of initiatives Gain confidence in developing new products/services Learn how to lead new organizational initiatives Focus on product/service design without needing expertise in math or engineering principles Benefit from one top 10 engineering programs in the country Who Should Enroll in This Certificate? This certificate is indispensable for individuals involved with the design, development and production of products or services. This includes engineers, project managers, marketing and product line managers, design managers, hand-on executives and others involved in systems design processes.

3 Getting Started on Product and Service Design CESYS501 Approximately 5-6 hours per week over a period of 2 weeks. The commercial viability of a product or service is largely dependent on the integrity of its design process. System design begins with, of course, a bright idea. But it requires evaluation of that concept to determine its marketability, its potential for internal buy-in, and its technical feasibility before planning for production. This course introduces you to customer-focused design, where behavioral psychology meets product analysis and service usage. Learn how to brainstorm and choose a concept, write a mission statement, identify internal stakeholders, analyze the customer experience, and define functional requirements for your product or service. Engineers and technical specialists will learn how to determine if a product or service is worth developing, and if so, how best to apply talent and resources to its development. services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes. Discuss the benefits of using the Getting Design Right Process Recommend when and how your organization can use this process Use this process to define a design problem

4 Targeting Product and Service Designs to Customers' Needs CESYS502 Approximately 5-6 hours per week over a period of 2 weeks. Did you know that you can determine a product or service s potential for commercial success before going to market? By properly identifying marketplace demand and setting up a rigorous evaluation and design process, you can develop a product or service that best serves your customers needs and desires and stands the greatest chance for commercial success. You ll learn to identify and measure customer demand; benchmark the competition to gain market advantage; rank and weigh product objectives; and define technical requirements for production based on the potential market. This course introduces field-tested, repeatable methods for designing a commercially viable product or service that positions your company ahead of the competition. services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes. Conduct a contextual inquiry to identify customer needs Quantify how well product or service requirements meet customer needs Use a step-by-step process to translate customer needs into technical requirements Generate a Customer Value Proposition (CVP) Prerequisites Please take Getting Started on Product and Service Design (CESYS501) prior to enrolling in this course.

5 Exploring the Design Space and Optimizing the Design CESYS hours per week over a period of 2 weeks. Turn that brilliant concept and into a viable, market-ready solution by examining your design concept from multiple perspectives. Learn to review the requirements and components of your concept in greater detail. By optimizing the design space and streamlining the design process, you can increase efficiency and actually create more value for your customers. This course will teach you how to take a raw concept and create a polished design. Avoid the pitfalls of hurrying the process or neglecting to examine your concept from all angles. Learn how to research competitor products in depth; collaborate with customer experts; and perform patent searches all of which help to move your design one step closer to market. services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes. Explain the reasons for exploring a broad design space Generate integrated design solutions from initial concepts Avoid design flaws Use a trade study (tradeoff analysis) technique to optimize design choices Prerequisites We recommend that you take Targeting Product and Service Designs to Customers' Needs (CESYS502) prior to enrolling in this course.

6 Thinking Through the Structure of System Design CESYS hours per week over a period of 2 weeks. Carrying a concept to completion is no simple task. Design and development teams need precise information about function, requirements, interfaces, and project components. A concept cannot be put into production until the system architecture has been reviewed for integrity and technical variables have been taken into account. Clear communication among design stakeholders can be especially challenging. Learn how to establish a common language and remove ambiguity from the process to ensure a smooth hand-off from the concept design group to the development team. Because an array of stakeholders, from engineers to managers, are typically involved in this transition, seamless communication and clear understanding of the design architecture are instrumental in developing a successful product or service. services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes. Describe your product or service in a way that enables teams of people to work together on its design Apply the sequence of behavior-function-structure to the development of systems design Prerequisites Please take Exploring the Design Space and Optimizing the Design (CESYS503) prior to enrolling in this course.

7 Ensuring the Success of Product and Service Design CESYS hours per week over a period of 2 weeks. Nothing about designing a product or service is entirely risk-free. In systems design, risk is always present, so it s more a matter of identifying, quantifying, and properly managing it. To gauge a product or service s potential for failure, first assess whether the design addresses requirements, then test and evaluate it to determine if it s capable of reaching performance targets. Learn how to reduce the severity of negative outcomes and become a problem solver. Run a Failure Modes and Effects Analysis (FMEA) in order to quantify and manage risk and review real-life risk management scenarios. When flaws in concept or design processes are discovered, you ll know how to deploy the FMEA to prioritize corrective measures. Risk will always be present. Prevent wasted development budgets, avoid future sales difficulties, product recalls, even bad press by identifying, quantifying and mitigating risk early in the development process. services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with systems design processes. Use design reviews and test plans to validate and verify requirements Use time-tested risk management techniques to analyze potential design failures and implement corrective actions Prerequisites Please take Thinking Through the Structure of System Design (CESYS504) prior to enrolling in this course.

8 Executing and Improving System Design CESYS hours per week over a period of 2 weeks. Be more creative, productive and efficient in your development projects. Create tight parameters in your project architecture and exercise rigorous control over processes and you ll not only enjoy better performance; you ll prevent wasted time, resources, and inventory. As you move to production, your improvements to the system design will be instrumental in reducing, if not eliminating entirely, quality problems, product recalls and lawsuits. As the final course in the certificate program, you will emerge with a functional and customized system design plan that you can apply directly to your business. services. This includes engineers, project managers, marketing and product line managers, design managers, even hands-on executives who are involved with system design processes. Execute a design through scheduling and tracking Use process iteration to refine and perfect the design Tailor the Getting Design Right process for your use Prerequisites We recommend that you take Ensuring the Success of Product and Service Design (CESYS505) prior to enrolling in this course.

9 EDUCE The New Standard in Collaboration & Social Learning At ecornell, we believe learning is primarily a social endeavor that students learn as much from their peers as they do from their instructors and the course content itself. EDUCE, ecornell s powerful new learning platform, is a suite of collaborative learning tools that are engaging and easy to use, heightening the social learning experience. Principally designed to improve student outcomes and bring about greater practical application, EDUCE also makes learning more enjoyable and rewards participation with measurable results. Collaboration is essential. Featuring an intuitive interface, EDUCE enhances learning through: Social Networking Connect with ecornell instructors and coursemates and build on your Social Profile by integrating with LinkedIN, Twitter and Facebook. Social networking is indispensable to peer collaboration in the new social learning environment. Discussion Forums Forums are central to collaborative e-learning. Engage in thoughtprovoking discussions with students and instructors across the ecornell network. Browsing is quick and easy with simple forum navigation. Live Chat Get tasks done and questions answered instantly by chatting with colleagues and instructors in real time. Commenting Comment on course assets, articles, images, videos and much more. View comments from students past and present as you share in the ongoing conversation. Powerful Search Engine Search the ecornell network by keyword for people, articles, classmates, course content and more. Downloadable Audio & Video From MP3 podcasts to video lectures, a growing library of media is available at your fingertips. News Feed Stay part of the conversation, keep tabs on your community and receive important up-to-date notifications from across the ecornell network. ecornell continues to set the standard in social learning by delivering award-winning online instruction in a collaborative environment, helping students maximize their potential, both personally and professionally. 950 Danby Road Suite 150 Ithaca, NY info@ecornell.com