Harvard Business School Exercise

MBAs' First Hand Design Experience

Provide Harvard Business Students with a Hands-On Design Exercise

Recognizing the critical role design has played in the success of many products, Harvard Business Review (HBR) partnered with RKS to co-author a class exercise that provides business students a hands-on way to experience the design process. The challenge was to deliver a class exercise to be used in national and international business schools, centered on RKS’ design thinking methodology, Psycho-Aesthetics (PA). The exercise would offer professors and students a structured approach for incorporating key considerations that can aid in effective design. Check out the Harvard Business School exercise here.


Translate the Design Process into a Tool for Business Students

Drawing on experience leading workshops in both corporate and academic settings, RKS sought to create an exercise that would be focused on confronting two major challenges designers and businesses often face in the design process: creating rich, actionable consumer insight, and fostering more effective collaboration.


The RKS/HBR Exercise Empowers Business Students with RKS’ Psycho-Aesthetics Methodology

Working closely together, RKS and HBR launched an exercise that gives students an opportunity to utilize the design thinking methodology, Psycho-Aesthetics. The exercise provides an example of a company that successfully used the Psycho-Aesthetics principles to design and launch a new line of reusable water bottles. It then asks the students to follow the Psycho-Aesthetics process, including in-depth market research and visualization,  assessing existing competitive offerings, creating potential customer personas, imagining a “hero’s journey”, and designing a reusable travel coffee mug. The exercise includes exhibits to help students visualize the market and an appendix with a detailed explanation of the PA process.