Design Concepts and the University of Wisconsin-Madison Wisconsin School of Business have joined together to develop a new graduate course created to bring design thinking to future business leaders. The course, titled “Design Thinking for Business,” is offered to MBA students at the Wisconsin School of Business Center for Brand and Product Management (CPBM).

Thomas O’Guinn, professor of marketing and executive director of CBPM, and Stefanie Norvaisas, director of strategy & research and principal at Design Concepts, have collaborated to share practical and theoretical strategies in a user-centered, empathetic approach to design.

Norvaisas leads the team-taught course highlighting the perspectives of multi-disciplinary experts, many from the staff of Design Concepts, in all aspects of product and service design.

Video Courtesy of University of Wisconsin-Madison

To gain hands-on experience, students will design new service and product strategies for this year’s partnering organization, the University of Wisconsin Credit Union.

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