Course Description

1-Day Intensive Design Thinking Training November 2019

Orlando, FL

Develop a more systematic, human-centered and results-oriented problem solving process

This 1-Day Design Thinking Fundamentals course will give you a basic understanding of the Design Thinking problem solving methodology, principles, key tools & terminology. The course will provide a fast-paced and interactive exposure to design thinking, including key moments to highlight how Design Thinking can be applied to product management and any filed touching customer experience.

This course will be offered as part of the 2019 PDMA Annual Conference & Research Forum in Orlando, Florida. As part of this course you will receive complimentary access to the conference floor for November 3rd.


The course will start with a short and interactive introduction to Design Thinking for product management. What is it? What are its origins? Why use it? During this session you will learn about the methodology, frameworks and core principles of Design Thinking and how that can be applied to purposefully designing end-to-end  customer experiences.


After the short theory session, you will dive into a hands-on approach to learning as you start tackling a realistic problem, or ‘design challenge.’ You will learn how to use a set of ‘tools’ that are fundamental to structuring the activities in the Design Thinking methodology. Of these, customer journey mapping will serve as a core activity for identifying key insights and opportunities to design improved customer experience.

You will be working in a small team and use the Design Thinking process to solve the challenge as if you were working for a specific client or on a project team inside an organization. This course is fast-paced and will demonstrate the core phases on the Design Thinking methodology: empathize, reframe, ideate, prototype and test.


In your team you will first learn the importance of exploring your customer’s lived experience through design research. Then, using tools like a stakeholder map, personas and a customer journey map, you will build up a story that depicts a current state customer experience, and use this picture to identify customer pain points, areas of delight, and opportunities for improving the customer experience.

After reframing the original design challenge, you will use several ideation techniques to generate multiple ways to address the opportunities identified before settling on a concept that creatively answers the design challenge. Your team will then filter and select an idea to ’prototype’ in order to work out key details and gain feedback from customers, just like you would do with a product or service concept within an organization.

Finally, your team will present your prototype to peers to gain feedback. Through several iterations of feedback you will learn the power of ‘making to learn’ as you adjust and iterate your solution to better meet customer needs.


At the end of the day, participants will have experience with the following Design Thinking activities:

  • Stakeholder mapping
  • Developing design personas
  • Customer journey mapping
  • Reframing a design challenge
  • Ideation techniques
  • Creating service scenarios
  • Rapid prototyping

You will receive printed and digital versions of the tools that you learn during the course so you can start applying the concepts you learned immediately to your own business context.

This video provides a glimpse of one of the core activities you will learn during this course, customer journey mapping:


This course will be led by expert design thinking facilitators from the global innovation agency DesignThinkers Group and training resource DT Academy.

Marc Bolick leads the US team of DesignThinkers Group and DT Academy, working to help clients find creative solutions to complex problems and to embed design thinking as a strategic advantage in their organizations. He uses his combination of technical, business and creative skills to help organizations ask the right questions, and find innovative answers through the service design thinking methodology. With over 20 years of experience in various aspects of product management, product marketing and service design, Marc has worked in a variety of sectors for clients including Cartier, Bacardi, Royal Caribbean, General Electric, Michelin, SAP, Coca-Cola, Qualcomm, Bank of America, Master Card, the US Agency for International Development, the US Food and Drug Administration, and a variety of early-stage companies. Read more at Marc’s full LinkedIn profile.

Ezequiel Williams is a business strategist, service designer, ethnographer, and innovation consultant passionate about helping organizations better understand their customers and create offerings that people want and drive brand loyalty. He works with leaders to solve complex problems using a combination of design thinking, anthropology, and business tools to create value for organizations’ customers as well as their employees. Read more at Ezequiel’s full LinkedIn profile.


Dates: November 3, 2019

Location: PDMA Annual Conference & Research Forum

Orlando, Florida

Max. participants: 30

Pricing*:  $ 450

Registration: to enroll in this training, please click here or email

Our main objective is to provide you with hands-on tools that you can apply immediately to your work.

As part of the training program you will receive print and digital copies of tools and method cards, a certificate of completion, and access to the DT Academy Network online environment.

We strive for nothing short of a transformational experience for participants. You will acquire hands-on experience going through the design thinking process, new tools and techniques for collaboration, and overall professional & personal growth.

About this Event


PDMA Annual Conference & Research Forum

Orlando, Florida

Date: November 3, 2019

Maximum Participants: 30


Ticket Price: $ 450

Your registration includes morning and afternoon snacks, lunch, and beverages throughout the course.

A certificate from DesignThinkers Academy is awarded to participants who successfully complete the course.

Discounts available for multiple people from the same organization, non-profits, educators and government organizations.