At the Professional Science Master’s (PSM) program, we offer students opportunities to gain practical experience and insights into different professional fields. As part of this initiative, the MBS Café Series hosted a workshop about product design on July 10th, featuring Dr. Andrew Braverman. The discussion was facilitated by Rupa Misra, Ed.D., director of our User Experience Design (UXD) and Product Design concentrations.
Braverman holds a Doctor of Management in Strategic Leadership from Thomas Jefferson University. He is also a Master of Business and Science (MBS) alumni! He graduated in 2017 with a concentration in Information Technology. He serves as the Area Vice President at Pure Storage, leading System Engineering for Worldwide Strategic Accounts.
Braverman started the workshop by discussing the term “system,” a concept frequently used in the product design field. He emphasized that a system is not just a collection of components but rather the interactions between those components. Using AirPods as an example, he illustrated that the product’s true value lies in how the parts work together to create a seamless user experience. Understanding this fundamental concept is crucial for comprehending and improving product design.
He then discussed the two key processes in problem-solving, including analysis and synthesis. Analysis involves breaking a complex problem down into smaller, more manageable parts. Synthesis, on the other hand, consists of putting multiple components back together to form a new and creative solution. The processes are complementary and essential for solving problems in their intricate details and holistic context.
During the workshop, students explored different planning methods, which are essential for efficiently managing a project:
- Reactive planning: fixes past problems by analyzing and improving existing components.
- Preactive planning: predicts the future and manages risks in advance.
- Interactive planning: creates the future by designing a desirable present.
The performance of a project is greatly dependent on the planning approach used. Braverman shared a historical: In the 1960s, engineers from Bell Labs were tasked with redesigning the telephone system from scratch. This led to the innovation of the touch-tone phone. This example demonstrates the value of fresh perspectives in product design.
Along with these planning methods, Braverman discussed different ways to drive product innovation. Students were divided into breakout rooms to put these concepts into practice:
- Evolutionary approach (Breakout 1): improves existing products with incremental changes that enhance customer experience. Students chose a product they had experienced in their lives and discussed how to make it better.
- Revolutionary approach (Breakout 2): designs an entirely new system with more drastic and disruptive changes. Students reimagined how to improve the product from Breakout 1 as if no existing solution were available.
After the breakout rooms, the groups shared their findings and discussed their insights from their solutions. The exercises emphasized understanding products from different angles and designing with an ideal outcome in mind. This approach is beneficial when solving problems and creating innovative products. Braverman’s collaborative workshop provided valuable insights into systems thinking and product design, equipping students to tackle design challenges in both evolutionary and revolutionary ways. Many thanks to Braverman for sharing his expertise!
Our next MBS Cafe Speaker Series will take place on July 31st, featuring Skye Dillon, Founder of SKYE, a leader within the sports branding industry.
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