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eCornell Online Professional Development Programs Certificate Program in Customer-Focused Product and Service Design 866-326-7635 +1-607-330-3200 www.ecornell.com powered by
eCornell Online ProfessionalDevelopment Programs
Certificate Program in
Customer-Focused Product and
Service Design
866-326-7635
+1-607-330-3200
www.ecornell.com
powered by
Certificate Program in
Customer-Focused Product and Service Design
Certificate InformationThis certificate program is comprised of 6
online courses:
CESYS501: Getting Started on Product and
Service Design
CESYS502: Targeting Product and Service
Designs to Customers' Needs
CESYS503: Exploring the Design Space and
Optimizing the Design
CESYS504: Thinking Through the Structure of
System Design
CESYS505: Ensuring the Success of Product and
Service Design
CESYS506: Executing and Improving System Design
AccreditationParticipants who successfully complete all six courses in this
certificate series will receive a Certificate in Customer-
Focused Product and Service Design from Cornell University’s
College of Engineering.
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Certificate OverviewLearn the systems approach to designing products and services, addressing the needs of
stakeholders, thinking through problems with greater rigor, and presenting ideas more
effectively—all vital skills which can be applied to almost any field or industry.
Description
Systems design is the process of defining and developing a system to satisfy specified
requirements of the marketplace for a product or service.
Through the Cornell Customer-Focused Product and Service Design certificate program,
students will learn a proven eight-step methodology and structured process that will allow them
to take an idea to the point where they can hand it off to a production/engineering/service team
for completion. Students will also gain the skills necessary to evaluate whether the
end-product or service was designed properly.
Authored by Professor Peter Jackson, Director of Systems Engineering at Cornell
University, the certificate program goes beyond a textbook approach and uses a
problem-based instruction. These six two-week courses combine the principles of
systems engineering with the simplicity of design for Six Sigma. No special expertise in
math or engineering principles is required, making the program accessible and
appropriate for professionals from a wide range of backgrounds.
The method, concepts and process taught in this innovative program have been
validated by engineers, project managers, engineering professors and
executives at leading organizations, including Lockheed and Xerox.
There is a right way to design products and services. You will learn it in this
unique certificate program, which brings key concepts to life and makes
them applicable for a lifetime.
The courses in this Certificate in Customer-Focused Product and Service
Design will enable you to:
Learn a structured methodology for designing products/services
the right way
Avoid the pitfalls that can lead to “designs gone wrong”
Learn to effectively communicate design requirements
across an organization
Understand how systems interact and “talk” to each other
Develop tools that can be applied to a broad range
of initiatives
Gain confidence in developing new products/services
Learn how to lead new organizational initiatives
Focus on product/service design without needing
expertise in math or engineering principles
Benefit from one top 10 engineering programs in
the country
Who Should Enroll in This Certificate?
This certificate is indispensable for individuals involved with the
design, development and production of products or services. This
includes engineers, project managers, marketing and product line
managers, design managers, hand-on executives and others involved
in systems design processes.
Getting Started on Product and Service Design
CESYS501
Authoring FacultyPeter L. Jackson Ph.D., Professor, Director
Sponsoring SchoolCornell University’s College of Engineering
Total Learning TimeApproximately 5-6 hours per week over a
period of 2 weeks.
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Description
The commercial viability of a product or service is largely dependent on the integrity of its design
process. System design begins with, of course, a bright idea. But it requires evaluation of that
concept to determine its marketability, its potential for internal buy-in, and its technical feasibility
before planning for production.
This course introduces you to customer-focused design, where behavioral psychology meets
product analysis and service usage. Learn how to brainstorm and choose a concept, write a
mission statement, identify internal stakeholders, analyze the customer experience, and define
functional requirements for your product or service. Engineers and technical specialists will
learn how to determine if a product or service is worth developing, and if so, how best to apply
talent and resources to its development.
Who Should Take This Course?
This course is indispensable for individuals who design, develop and market products or
services. This includes engineers, project managers, marketing and product line
managers, design managers, even hands-on executives who are involved with system
design processes.
Benefits to the Learner
Learners who complete this course will be able to:
Discuss the benefits of using the Getting Design Right Process
Recommend when and how your organization can use this process
Use this process to define a design problem
Targeting Product and Service Designs
to Customers' Needs
CESYS502
Authoring FacultyPeter L. Jackson Ph.D., Professor, Director
Sponsoring SchoolCornell University’s College of Engineering
Total Learning TimeApproximately 5-6 hours per week over a
period of 2 weeks.
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Description
Did you know that you can determine a product or service’s potential for commercial success
before going to market? By properly identifying marketplace demand and setting up a rigorous
evaluation and design process, you can develop a product or service that best serves your
customers’ needs and desires and stands the greatest chance for commercial success.
You’ll learn to identify and measure customer demand; benchmark the competition to gain market
advantage; rank and weigh product objectives; and define technical requirements for production
based on the potential market. This course introduces field-tested, repeatable methods for
designing a commercially viable product or service that positions your company ahead of the
competition.
Who Should Take This Course?
This course is indispensable for individuals who design, develop and market products or
services. This includes engineers, project managers, marketing and product line managers,
design managers, even hands-on executives who are involved with system design
processes.
Benefits to the Learner
Learners who complete this course will be able to:
Conduct a contextual inquiry to identify customer needs
Quantify how well product or service requirements meet
customer needs
Use a step-by-step process to translate customer needs into
technical requirements
Generate a Customer Value Proposition (CVP)
Prerequisites Please take Getting Started on Product and Service
Design (CESYS501) prior to enrolling in this course.
Exploring the Design Space and
Optimizing the Design
CESYS503
Authoring FacultyPeter L. Jackson Ph.D., Professor, Director
Sponsoring SchoolCornell University’s College of Engineering
Total Learning Time5-6 hours per week over a period of 2 weeks.
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Description
Turn that brilliant concept and into a viable, market-ready solution by examining your design
concept from multiple perspectives. Learn to review the requirements and components of your
concept in greater detail. By optimizing the design space and streamlining the design process, you
can increase efficiency and actually create more value for your customers.
This course will teach you how to take a raw concept and create a polished design. Avoid the
pitfalls of hurrying the process or neglecting to examine your concept from all angles. Learn how
to research competitor products in depth; collaborate with customer experts; and perform patent
searches—all of which help to move your design one step closer to market.
Who Should Take This Course?
This course is indispensable for individuals who design, develop and market products or
services. This includes engineers, project managers, marketing and product line managers,
design managers, even hands-on executives who are involved with system design
processes.
Benefits to the Learner
Learners who complete this course will be able to:
Explain the reasons for exploring a broad design space
Generate integrated design solutions from initial concepts
Avoid design flaws
Use a trade study (tradeoff analysis) technique to optimize
design choices
Prerequisites We recommend that you take Targeting Product and Service
Designs to Customers' Needs (CESYS502) prior to enrolling in this
course.
Thinking Through the Structure of System Design
CESYS504
Authoring FacultyPeter L. Jackson Ph.D., Professor, Director
Sponsoring SchoolCornell University’s College of Engineering
Total Learning Time5-6 hours per week over a period of 2 weeks.
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Description
Carrying a concept to completion is no simple task. Design and development teams need precise
information about function, requirements, interfaces, and project components. A concept cannot be
put into production until the system architecture has been reviewed for integrity and technical
variables have been taken into account.
Clear communication among design stakeholders can be especially challenging. Learn how to
establish a common language and remove ambiguity from the process to ensure a smooth
hand-off from the concept design group to the development team.
Because an array of stakeholders, from engineers to managers, are typically involved in this
transition, seamless communication and clear understanding of the design architecture are
instrumental in developing a successful product or service.
Who Should Take This Course?
This course is indispensable for individuals who design, develop and market products or
services. This includes engineers, project managers, marketing and product line
managers, design managers, even hands-on executives who are involved with system
design processes.
Benefits to the Learner
Learners who complete this course will be able to:
Describe your product or service in a way that enables teams of
people to work together on its design
Apply the sequence of behavior-function-structure to the
development of systems design
Prerequisites Please take Exploring the Design Space and Optimizing the
Design (CESYS503) prior to enrolling in this course.
Ensuring the Success of Product and
Service Design
CESYS505
Authoring FacultyPeter L. Jackson Ph.D., Professor, Director
Sponsoring SchoolCornell University’s College of Engineering
Total Learning Time5-6 hours per week over a period of 2 weeks.
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Description
Nothing about designing a product or service is entirely risk-free. In systems design, risk is always
present, so it’s more a matter of identifying, quantifying, and properly managing it. To gauge a
product or service’s potential for failure, first assess whether the design addresses requirements,
then test and evaluate it to determine if it’s capable of reaching performance targets.
Learn how to reduce the severity of negative outcomes and become a problem solver. Run a
Failure Modes and Effects Analysis (FMEA) in order to quantify and manage risk and review
real-life risk management scenarios. When flaws in concept or design processes are discovered,
you’ll know how to deploy the FMEA to prioritize corrective measures.
Risk will always be present. Prevent wasted development budgets, avoid future sales
difficulties, product recalls, even bad press by identifying, quantifying and mitigating risk early
in the development process.
Who Should Take This Course?
This course is indispensable for individuals who design, develop and market products or
services. This includes engineers, project managers, marketing and product line
managers, design managers, even hands-on executives who are involved with
systems design processes.
Benefits to the Learner
Learners who complete this course will be able to:
Use design reviews and test plans to validate and verify requirements
Use time-tested risk management techniques to analyze potential
design failures and implement corrective actions
Prerequisites Please take Thinking Through the Structure of System
Design (CESYS504) prior to enrolling in this course.
Executing and Improving System Design
CESYS506
Authoring FacultyPeter L. Jackson Ph.D., Professor, Director
Sponsoring SchoolCornell University’s College of Engineering
Total Learning Time5-6 hours per week over a period of 2 weeks.
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Description
Be more creative, productive and efficient in your development projects. Create tight parameters in
your project architecture and exercise rigorous control over processes and you’ll not only enjoy
better performance; you’ll prevent wasted time, resources, and inventory.
As you move to production, your improvements to the system design will be instrumental in
reducing, if not eliminating entirely, quality problems, product recalls and lawsuits.
As the final course in the certificate program, you will emerge with a functional and customized
system design plan that you can apply directly to your business.
Who Should Take This Course?
This course is indispensable for individuals who design, develop and market products or
services. This includes engineers, project managers, marketing and product line managers,
design managers, even hands-on executives who are involved with system design
processes.
Benefits to the Learner
Learners who complete this course will be able to:
Execute a design through scheduling and tracking
Use process iteration to refine and perfect the design
Tailor the Getting Design Right process for your use
Prerequisites We recommend that you take Ensuring the Success of Product
and Service Design (CESYS505) prior to enrolling in this course.
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