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February 26 2022, 5:15-10:15am

This session will comprise an input lecture on design thinking, educational technology and organizational innovation. We will use ‘Organizational Personas’ and customer journeys to think through the needs and personalities of organizations and how they interact with the needs and desires of individuals. Through the input lecture we will look how educational technology trends impact our institutions of (higher) learning. With our guest speaker we will explore working in an international context.

Handouts, Slides, Recordings

Session 2: Summary, Slides, Handouts, Links

In our second session, we started your design thinking group projects. You formed groups and picked an educational challenge to tackle. We used the tools personas and customer journeys to better understand the stakeholders of your problem. Slides   Design … Read more

Session 2: Quick Learn Videos

Personas as Design Tools

Session 2: Recordings

Introduction Guest Speaker Willow Jacobson

Guest Speaker

Image of Willow S. Jacobson

Willow S. Jacobson 8:30 EDT

Robert W. Bradshaw Jr. Distinguished Professor of Public Administration and Government and Director, UNC MPA Program

John Storm, 9:15 am EDT

John is a good natured team player with over a decade of experience in entrepreneurship, team management and strategic planning in the China context. He is responsible for developing consulting and/or leadership development training programmes across 3 continents with well-known companies, such as: ADM, AVIC, BMS, Bunge, Cargill, CRRC, Danieli, Essilor, Heller, IBM, Ipsen, ITW, Johnson & Johnson, Merck, Roche, Samsung and Sodexo.

Prior to his current roles, John consulted for several early stage ventures in Beijing that provided valuable experience in capital raising and developing marketing strategies. During 2013, John co-founded Beijing-based Ola [Oule Zhineng Zhiwen Suo], and was responsible for negotiating and/or signing 100+ contracts with combined value in excess of $10 million USD. John has spoken at recognised venues, such as with Microsoft and Tencent, as well as spearheaded campaigns across 38 countries. He now maintains visiting professor positions with Em Lyon Business School and SKEMA Business School, and has assumed the role of Executive-MBA Programme Director at the University of Aberdeen.


OpenIDEO. (2020, May/June). COVID-19 Reimagine Learning Challenge. Retrieved August 02, 2020, from

Liedtka, J. (2015). Perspective: Linking design thinking with innovation outcomes through cognitive bias reduction. Journal of Product Innovation Management32(6), 925-938.

Chamout, R. (2018). Intergroup empathy: The role of diversity in learning.


Noel, L.,  Maille, F. & Steinhauer, R. (2019). Critically mapping the system. Retrieved May 5, 2021 from

Start with Needs:

Noel, L.,  Maille, F. & Steinhauer, R. (2019). It starts with a need! Retrieved May 5, 2021 from.


Noel, L.,  Maille, F. & Steinhauer, R. (2019). Get to know who are you designing for? Retrieved May 5, 2021

Anvari, F., & Richards, D. (2018). Personas with knowledge and cognitive process: tools for teaching conceptual design. PACIS 2018 Proceedings.  43.

Noel, L. A. (2020, October 4). Critical alphabet. Retrieved May 5, 2021 from

Liedka, J. (2018) Why design thinking works: It addresses the biases and behaviors that hamper innovation. Harvard Business Review, September-October 2018. 72-79.

Storm, J. (2021). A Design Thinking Workshop to Kickstart Sustainability Initiatives: For Entrepreneurs and SME Leaders. In T. Bastiaens (Ed.), Proceedings of EdMedia + Innovate Learning (pp. 407-412). United States: Association for the Advancement of Computing in Education (AACE). Retrieved August 19, 2021 from

Student Summaries

  • Document and discuss the persona activity.
  • Document and discuss the customer journeys.
  • Summarize and discuss the guest lecture.