Developing new products, services and experiences through human-centered design

€ 3, 900
Price (+ VAT)
Calendar: Nov 7, 2019 - Dec 12, 2019 (2,5 Days)

Your Opportunity

Anyone responsible for driving change in their organization through innovation will tell you, it’s not easy. Every step of the journey presents challenges: Identifying/validating new opportunities, aligning a complex organization, designing creative solutions, and getting everything to market at the speed of today’s competition. What processes, philosophies and capabilities are needed to manage these challenges more effectively?


Human centered design has become a powerful methodology for driving innovation in complex organizations. With design playing a strategic role in the world’s most innovative firms, many companies are looking to the “designers toolbox” as the solution to their own product development and innovation struggles. This workshop – stemming from the collaboration between SDA Bocconi School of Management and Frog Design, a global design and strategy firm – aims at answering this challenge using human centered design. At the center of the design-driven approach are two key capabilities: empathy with users (customers and internally) to better understand customer value and rapid prototyping to bring ideas to life quickly.


In collaboration with:


INNOVATION BY DESIGN: Skype Chat with the Experts
Paola Cillo, Program Director
Craig Cisero, Senior Strategist at Frog Design

Please write to Paola and Craig to book your place and arrange your time slot.

Program Agenda
Pre-Webinar 7/11 (afternoon)
19 (Afternoon) - 20 (all day) - 21 (Morning)/11
Post-Webinar 12/12 (afternoon)

2.5 days (4 hours in Distance Learning + 2 days face-to-face)

Pre-workshop Conference Webinar:  7 November (6:00 pm)
In-class Workshop: 19 (2-5:30pm) - 20 (all day) - 21 (9am - 1pm) November 2019
Post-workshop Conference Webinar: 12 December (6:00 pm) 

What you'll be working on
What You'll Get

A hands-on crash-course in using human centered design that will empower you to identify new market opportunities through a deeper understanding of your customer’s needs and enable you to design the products and experiences that delight customers in new and meaningful ways.

The Innovation by Design course is a hands-on experience guided by expert faculty, both from SDA Bocconi and Frog Design, that combines both theory and practice. You will learn customer-centric methods and tools to boost effective and sustainable innovative processes, aligning your team in delivering objectives and value to the organization and to customers. Once internalized, this approach and model will stay with you and transform the way you approach product and process development challenges.


What you'll be working on
What you'll be working on
  • Trends on Innovation
  • Developing deep understanding of customers through user research
  • Crafting personas in an effective way
  • Identifying market opportunities
  • Setting a strategic vision for new initiatives
  • Understanding and designing customer journey
  • Methods and tools to ignite creativity within the organization
  • Ethnographic methodologies to identify needs and pain points of consumers
  • Prototyping ideas to foresee potential pitfalls of new products
  • Channelling insights into new products and new solutions
  • Building the business case.




Who It is for

This workshop is aimed at all those who have to deal with innovation, product development, and the redesign of processes (organizational, productive, communicative):

  • product/brand owners
  • product managers
  • innovation/transformation managers
  • entrepreneurs and startuppers.



#HotTopics "Innovation Mindset" | SDA Bocconi

#HotTopics "The value of the designer's toolkit" | SDA Bocconi 



"Customer-centric approach brings to Lean approach, seen as a method and a way of thinking about the start up process: as it focuses on the business model, the visualization of the idea and the check of its feasibility, once internalized this method can be re-iterated to foster customer discovery and orientation and achieve the right product/market fit."

Go to the CV

Paola Cillo

"Since our early days, our rallying cry has been ‘form follows emotion,’ a mantra that emphasizes the importance of understanding customers as humans with all of their complexity: both functional and emotional. By keeping the customer at the center of the product development process, the organization develops a deeper understanding and alignment on of user needs, enabling better decisions and ultimately better experiences for customers."

Go to the CV

Craig Cisero
Senior Strategist at Frog Design

Related Programs

How to register
Request information



Enrollment requests are reviewed on a rolling basis, those received after the final deadline may not be accepted.

The final deadline for enrollment is 18 October 2019. Enrollment requests are reviewed on a rolling basis, those received after the final deadline may not be accepted.

At the end of the inititative, each participant will receive a certificate of attendance.

Bocconi Alumni are entitled to a range of benefits and services, including special reductions on the Open Programs' participation fee. To take advantage of the discount,  please, enter your Alumnus/a status in the notes when registering for one of the programs. For more details, please contact:

Special offers are not cumulative.

Standard working hours are from 9:00 am to 5:30 pm (CET)



All those who have taken part in the School's training programs become members, free of charge and with no expiration date, of the #MINE Community.

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