Interdisciplinary thinking lies at the heart of Culture and Design Management. This course introduces fundamental perspectives, concepts, and methods across culture, design, management, UX, technology, art, branding, and marketing. Through lectures, case discussions, and interdisciplinary projects, students will learn to connect these domains and develop thoughtful strategies for real-world opportunities.
Week 12: CDM’s Design Thinking Series #2: Customer-Centered Design Thinking
Opening Questions
How is a buyer’s perspective different from a user’s perspective?
What cultural, social, and psychological factors could shape customer interest and purchase consideration?
How can user insights inform a prospective Korean market-entry direction without overstating what the research proves?
Learning Goal
Apply customer-centered thinking to reinterpret user insights from the perspective of potential buyers. Identify prospective decision drivers and barriers and develop evidence-informed directions for a possible Korean market entry.
Lecture Materials
FC Lecture: Customer-centered Thinking
Unlocks when Week 11 class ends
Nov. 10, 1:00 PM (KST)
In-class Activity
In-class Lecture:
Review the difference between user and buyer perspectives.
Introduce the prospective customer decision process and the social, cultural, and psychological factors that may shape interest and purchase consideration.
In-class Activity:
Reinterpret Week 11 insights through a prospective customer decision process:
Identify the most important customer drivers and barriers.
Develop two to three customer-centered value directions for a possible Korean market entry.
Treat the process as a prospective hypothesis because the company has not yet launched in Korea.
In-class Submission:
Submit one team working version containing a Target Customer Snapshot, key Customer Decision Factors, and two to three alternative Value Ideas before class ends.
Unlocks when Week 11 class ends
Nov. 10, 1:00 PM (KST)
Homework
FCStrategic Design Thinking
Be prepared to evaluate each direction through company identity, capability, competition, differentiation, and feasibility.
DueNov. 24 before class
HomeworkRefine the Week 12 workshop results into one Target Customer Snapshot, three to five Key Customer Decision Factors, and two to three alternative Value Ideas.
For each Value Idea, explain the Value to Create, the Idea, and the Supporting Evidence.
This Homework supports Project 3 and will be used in Week 13 to evaluate company fit, market relevance, differentiation, and feasibility.