Design Thinking MDes

• Dr Pablo Campo Moreno

This module introduces the student to new methods for observing and analysing tangible and intangible elements of behaviours, expectations, and associations of customer groups. It intends to provide an insight into how developing a deep understanding of user attitudes and behaviour enables organisations to connect to what is ultimately important to consumers and importantly can help them to design innovative and strategic solutions that are appropriate for consumer use.

The syllabus will cover the following topics:  
• Consumer insights theory and methods – from data to insights 
• Design led, behavioural Science led, and technology led approaches to consumer insights
• User-centred design and human-centred design theory and methods 
• Design for behavioural change 
• Qualitative/quantitative data gathering and analysis techniques
• Empathic design
• Lifestyle analysis and cultural probes.

• Explain new and established deep insight methods in studying user behaviour
• Select and apply appropriate research methods to explore customer needs and desires
• Interpret data to identify sustainable innovation drivers for end-consumers
• Apply research information to applications within the commercial environment
• Present concepts to clients in an engaging and creative way
• Reflect on the importance of acquiring consumer insights as part of the design thinking process.
   

Specialised module to introduce industry prototyping design processes. This module will also introduce the facilities/workshops available at Cranfield.

• Design thinking and creativity.
• Collaborative Innovation.
• Understanding the value and use of prototyping for innovation. 
• Introduction to technology readiness levels (TRL’s).
• How to identify and write good requirement for design
• Hands-on use of professional CAD/CAE software.
• Design skills workshops (sketching, CADCAE, mechatronics, 3D printing)
• Knowledge of advanced materials and processes (smart materials, bio-inspiration, nano & micro technologies, additive manufacturing)

On successful completion of this module a student should be able to:

• On successful completion of this module, a learner should be able to: 
• Identify, analyse and evaluate user needs and technical considerations to write good design requirements for a new product, service or system. 
• Critically evaluate and apply industrial best practice tools and techniques for converting an idea into commercially viable solutions. 
• Develop and build low fidelity proof-of-concept prototypes, using design best practice methods and agile innovation techniques. 
• Evaluate knowledge of advanced materials and processes appropriate for a new product, service or system. 
• Propose a viable Breakthrough Innovation proposition through the synthesis of best practice design methods and the application of advanced materials, processes and prototyping.

• Dr Fiona Charnley

This module aims to introduce students to strategies and tools that enable integrated sustainable product development to take place.  In particular students will gain experience of the real life scenarios in which a holistic approach to designing for improved sustainability is required. Delivering environmental improvements in products requires organisations to take a longer-term integrated view of their product and service policies. To support this an appreciation for a range of tools and techniques, used to guide designers responding to the requirements for more sustainable development of products, services and organisational processes, will be developed.

On successful completion of this module a student should be able to:

• Introduction to the historical context of design for sustainability; 
• Exploration and critical analysis of multiple approaches to the design of more environmentally and socially responsible products, services and systems;
• Circular and Endurable Design
• Application of Lifecycle Assessment tools and techniques;
• Design for sustainable behaviour: consideration of ethical and societal implications of consumer focused design;
• Principles and practice of designing for sustainability: material selection, energy consumption, design for disassembly, material recovery, reuse, repair and recyclability;
• Industry focused case studies demonstrating the adoption of a holistic approach to more innovative and sustainable solutions;
• Development of a practical application of WSD and formative tutor feedback 

• Identify the design trade-offs and explain methods used to address the sustainable development of new products;
• Discuss the definitions and scope associated with design for sustainability from different technical, environmental and social perspectives;
• Critically evaluate the use of life-cycle assessment techniques for the appraisal of product and process development options;
• Explore and synthesise concepts of design responsibility and the ethical agenda of designing for society;
• Develop and analyse the link between design activity and organisational strategy as an approach to addressing environmentally and socially responsible design;
• Identify and utilise case studies from across design disciplines that have adopted a holistic approach to the design of more innovative and sustainable solutions. 

• Professor Leon Williams

This module provides a forum for examining mindsets, methods, and managerial activities that are involved in the entrepreneurial process from opportunity recognition to growing ventures. While the most visible outcome of this module is a written business plan, we will cover a wide area of issues related to starting and growing new ventures. The module is intended to expose students to the main issues associated with the dynamic and uncertain environment of new ventures. During the module, students are therefore required to form teams around ideas for new ventures and to develop and present plans to launch their business idea. 

• The Entrepreneurial Process
• What is an Opportunity? How is it different from an Idea?
• What is a value proposition and how can you create value?
• Pre-Business-Plan Analysis: Industries and Markets
• The Entrepreneur and their Team: Competences, complementarity, creativity
• Business Models Analytics
• Business planning techniques and their application in entrepreneurial ventures
• Resourcing and strategy in entrepreneurial context
• Sources of Financing and Valuation Issues in early stage companies
• Protecting and securing intellectual capital
• The evolution of the venture and managing growth.

On successful completion of this module a student should be able to:

• Evaluate new venture opportunities 
• Create and present a business plan and crowdfunding campaign using their understanding of the entrepreneurial process
• Estimate the financial needs of a venture in the early stages of its development and growth
• Formulate pitches for funding directed at different categories of investors 
• Reflect upon the entrepreneurial process and their role within it.

• John Algar

This is an introduction to the subject. However, it is our contention that projects are the building blocks of strategy. Also, the module provides a logical and simple process by which students may approach their own modules and objectives, and may well be a valuable source of confidence for taking on major elective projects later in the year.

Project Management Introduction (PMI) demonstrates how management respects no boundaries (either in terms of functional silos – departments, etc. or theoretical disciplines). PMI provides additional opportunities to practice personal communication skills, and generally the module provides a basis for personal development and increased confidence and self-awareness.

The central aims of this module are to develop an introductory understanding of:

• The fundamental principles of project management applied in the contemporary environment of enterprise projects.
• The application of the main techniques and processes of project management in a team-based application of the planning/execution/control cycle.

On completing this module, students should be able to:

• Develop an Executive Summary (a concise one page overview of the project) linking the project to higher level organisational objectives.
• Scope the project by creating a Work Breakdown Structure (WBS).
• Identify key task sequences and the critical path using network (logic) diagramming.
• Set up a graphical representation of the schedule using the bar chart (Gantt), and track progress against the baseline schedule.
• Use knowledge of resource availability to adjust schedules (resource levelling) and establish realistic milestones, lead times and deadlines.
• Recognise appropriate levels of detail for the scoping and scheduling process, the change management, the progress reporting requirements and the delivery.
• Develop and manage budgets and cash flow for a project.
• Have used Earned Value techniques to assess achievement and produce forecasts.

• Apply the key tools and techniques in project management.
• Identify, define, scope, schedule, track and bring to completion a project.
• Apply financial management process in a project management context.
• Brief and manage consultant project staff on behalf of your organisation.