At the end of the course the student will be able to : • Designing and developing a digital product • Design and develop a digital functionality to an existing physical product • Designing a business model for new digital products • Designing a servitization model for an existing physical product • Develop a strategy for bringing a digital product to market
The course deals with the design, development and marketing of digital products (software/SaaS/API/Mobile Apps) and digital smart products (digitalisation of physical products): • Understand what a digital product is and how to digitise a physical product (smart product) • Mastering the different possible valuations of digital and smart products (data valorisation, digital servitisation, digital business models) • Mastering the development of such products • Develop a go-to-market strategy for such products: • Designing and developing a smart product from an existing physical product (digitalisation) • Develop a business model and a go-to-market strategy for this smart product The course will focus on techniques and approaches to digital product design: • Lean Startup • Value Proposition Canvas • Minimal Viable Product (MVP) • Digital Product/Service design • Smart product design and industrialization (industrialization-ready) • Hyper-scalability & Micro-caring • Growth Hacking
Part 1: Digital products and digitisation of physical products • Digital innovation • Digital products: software, SaaS/Cloud, mobile applications and APIs • Smart products: digitalisation of physical products • Digital business models Part 2: Design and development of digital products • Agile & iterative design: lean startup principles • Design tools: value proposition canvas, business model canvas • Development of a Minimum Viable Product • Data-driven product management • Design of specific digital products: API & Smart Products Part 3: Gotomarket of digital products • Digital marketing • Growth hacking • Data usage • Pricing
The evaluation will be based on class participation (20%) and group work (80%) around a real case of digitisation of an existing physical product. The case will be common to the different groups. Students will apply the concepts & techniques learned in the course to the case. They will submit a report at the end of the year (+/- 50 pages) and present their work in class.
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