Design-Led Strategy: Design thinking for business strategy and entrepreneurship Quiz Answers

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This course is for entrepreneurial managers who are looking for tools and techniques to introduce exciting, innovative products or services to market quickly and informed by high-quality customer insights. It is applicable to a range of organizations from small-medium sized enterprises through to corporates, and across a range of industrial segments.

The problem this course helps address is the constant pressure managers face to be innovative and introduce novel products and services for their customers. However, many creative ideas get ‘stuck’ in the boardroom or are subject to intra-organizational tensions or group think. This course provides methodologies to break through these challenges.

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Design-Led Strategy: Design thinking for business strategy and entrepreneurship Coursera Quiz Answers

Week 1 Quiz Answers

Quiz 1: Module 1 practice

Q1. True or false?

Design thinking is most effective when you test your ideas on only one gender or type of respondent (e.g. men or women only; young or senior only).

  • True
  • False

Q2. Which of the following statements are true? (There may be more than one correct answer)

Design strategy is:

  • the process of solving business problems using the steps of defining a problem, prototyping and testing.
  • a powerful tool to make better strategic decisions within your company
  • the term used to describe a corporate strategy, or elements of a corporate strategy, that are created using design thinking principles.
  • a framework approach to strategy formulation that can be used to link the disparate elements of a corporate strategy

Q3. Which of the following statements are true? (There may be more than one correct answer)

Corporate strategy:

  • includes an organisation’s financial, cultural and risk-related business strategies that together represent an organisation’s overall strategy.
  • is best developed then reviewed every one or two years without time-wasting in-between reviews.
  • is the set of goals and procedures that a company develops in order to make itself profitable.
  • is relevant for large listed entities but is considered as overkill for smaller organisations.

Q4. Which of the following statements are true? (There may be more than one correct answer)

The business model canvas is:

  • a globally recognised tool for developing new business models.
  • a globally recognised tool for segmenting existing business models.
  • a visual tool that allows you to identify all of a firm’s inputs, outputs and stakeholders.
  • a way to represent an organisation’s business plans as a one page overview.

Quiz 2: Worksheet 1: Your chosen organisation – submission

Q1. I have completed Worksheet 1 with details of the organisation that is of interest to me.

  • Yes
  • No

Week 2 Quiz Answers

Quiz 1: Module 2 practice

Q1. True or false?

Focus groups are a helpful way to collect quantitative information.

  • True
  • False

Q2. The main purpose of primary market research is to:

  • provide evidence of the marketing team’s diligence to the company’s management.
  • collect data directly from your target market.
  • be able to generate large amounts of data for the research team.

Q3. Which of the following statements are true? (There may be more than one correct answer)

Primary market research is often done through:

  • Focus groups
  • Interviews
  • Brainstorming
  • Surveys

Q4. Which of the following statements are true? (There may be more than one correct answer)

Primary market research is:

  • most effective when applied to urban environments as there is a bigger population to draw from.
  • best conducted by women as they are more nurturing and people will open up to them.
  • most successful when conducted by large corporates or big businesses that have the money and resources to be able to collect such information.
  • not restricted by the gender of the research gatherer, by the type of industry or by the location of the people involved.

Q5. True or false?

A customer is someone who purchases or pays for your product, but a consumer is the person who actually uses it.

  • True
  • False

Q6. True or false?

Brainstorming activities are best done as a group.

  • True
  • False

Q7. Which of the following statements are true? (There may be more than one correct answer)

  • A well thought-out point of view statement will allow you to:
  • ideate and solve your problem in a goal-oriented manner
  • remind you what it is you are doing in the design strategy process
  • keep you focused on your customer or consumer, their needs, and your insights about them
  • develop customer personas for all of your target market/s

Q8. True or false?

The customer and consumer are the same for Swiss Re.

  • True
  • False

Q9. Which of the following statements are true? (There may be more than one correct answer)

When working with Ubank, Celia and her team decided to collect insights from customers through both surveys and one-on-one customer interviews because:

  • using two different customer research methods allowed them to obtain qualitative and quantitative information
  • interviews allowed them to obtain a deeper understanding of the customers wants, needs and problems, while surveys allowed them to collect measurable data.
  • They did not conduct one on one interviews with customers;
    only surveys were conducted.
  • None of the above are true

Q10. The insights that the students working with UBank obtained from their primary market research were different from what UBank would often obtain themselves because:

  • The students were coming from different backgrounds and had a more open mindset, yielding broader opportunities.
  • The students were able to talk directly to the consumers whereas UBank generally talks only to their customers.

Quiz 2: Worksheet 2: Problem definition statement – submission

Q1. I have completed the Worksheet and produced a Problem Definition Statement

  • Yes
  • No

Quiz 3: Worksheet 3: Customer Persona – submission

Q1. I have completed the Worksheet and produced a Customer Persona

  • Yes
  • No

Quiz 4: Worksheet 4: Point of View Statement – submission

Q1. I have completed the Worksheet and produced a Point Of View statement.

  • Yes
  • No

Week 3 Quiz Answers

Quiz 1: Module 3 practice

Q1. Which of the following is an example of a prototype? (There may be more than one correct answer)

  • a lego model of a piece of new manufacturing equipment
  • a drawing of a website on the back of a napkin that you came up with at the pub
  • the first release of a mobile app on the app store
  • a mock up of an app in a powerpoint presentation

Q2. Which of the following statements is correct? (There may be more than one correct answer)

The purpose of an MVP in design strategy is to

  • award the most valuable player to the team member who came up with the most correct answers at work trivia
  • create a version of a product with the minimum amount of features that can go to the market in order to test your hypothesis and assumptions
  • create a version of your product or solution that has as many features as possible that you can then remove one by one until you have only the features left that your customers want

Q3. How many different version/s of prototypes should you do before you are ready to create an MVP?

  • 5
  • At least 20 but not more than 50
  • As many as is required until you have the major issues resolved
  • You should never stop prototyping

Q4. True or false?

A low fidelity prototype will have a lot of design elements such as branding and colour palettes of the final product applied to it.

  • True
  • False

Q5. A high fidelity prototype is a prototype that has a lot of detail that a user or tester can interact with.

  • True
  • False

Q6. True or false?

It is important to test your prototype with people that you don’t know because friends and family will often have biases about your idea and are less likely to give you honest feedback.

  • True
  • False

Q7. Which of the following statements is correct?

  • Typically, high fidelity prototyping is done first.
  • Typically, high fidelity prototyping is done last.
  • Low fidelity prototyping is generally more expensive and time consuming than high fidelity prototypes.

Q8. Which of the following is not a technique for ideation?

  • Problem to solution
  • Looking at facebook
  • Revolutionary approach
  • Serendipitous Discovery

Q9. Which of the following is correct?

The ideation process is

  • important because it will prompt you to make sure you are asking the right questions, and focus on your end users needs.
  • an important introspective process in design strategy.
  • Both are true

Q10. Which of the following statements are correct? (There may be more than one correct answer)

When working with SwissRe, Josh and his team first created a low fidelity prototype because

  • it was only within the team’s skill set to create a low fidelity prototype.
  • it allowed them to rapidly create something to test and then iterate.
  • it was a cheaper option than developing a high fidelity prototype.
  • it allowed the team to test major assumptions and get feedback on their idea before investing time and money in a high-difelity prototype.

Quiz 2: Worksheet 5: Designing a minimum viable product – submission

Q1. Write a brief account of your experience with this worksheet. Then go to the Discussion: Worksheet 5 and post your account there. Take a look at what your classmates are saying and post some replies.

Enter Answers Here

Quiz 3: Worksheet 6: Live testing of prototype – submission

Q1. I have completed the live testing of a prototype and completed the Worksheet.

  • Yes
  • No

Week 4 Quiz Answers

Quiz 1: Module 4 practice

Q1. True or false?

The customer and the consumer were the same for UBank.

  • True
  • False

Q2. True or false?

The customer and consumer were the same for Swiss Re.

  • True
  • False

Q3. True or false?

In both cases, the students started with low fidelity prototypes and didn’t need to switch to high fidelity prototypes because only the low fidelity version of the prototype was required to get the feedback they needed.

  • True
  • False

Q4. True or false?

The students both stated that it’s important to only talk to a few customers when doing customer research so that you don’t get too confused.

  • True
  • False

Q5. Which of the following statements are true? (There may be more than one correct answer)

In the interviews with Lee and Carly from UBank and SwissRe, they stated that working with external parties may help organisations to

  • better obtain customer feedback that they weren’t previously able to access.
  • set up an incubator within their organisation.
  • obtain out of the box ideas to problems their customers were facing.

Q6. A key benefit of design strategy for UBANK has been to

  • allow the business to be more like a startup.
  • develop innovative products for their customers that they wouldn’t have created without employing the methodology.

Q7. True or false?

Design thinking benefits organisations such as SwissRe and Ubank that use these techniques to develop new products for customers but it has limited applicability for other business functions and areas of life.

  • True
  • False

Q8. True or false?

SwissRe and UBank, as well as the students working with them in the MBA, found that design thinking and design strategy produced effective solutions that they would not have generated using traditional product design methods.

  • True
  • False

Q9. Which of the following statements are true? (There may be more than one correct answer)

The students advised that an approach to cutting through the “noise” or conflicting feedback received during the customer feedback phase is to

  • ask enough people questions until you get the volume of consistent answers you need to feel like the feedback is a representative sample.
  • have strongly developed customer personas so that you know who it is that you are trying to solve the problem for.
  • ignore the answers that are confusing as it is difficult and time-consuming to listen to them all.

Q10. Students used primary customer research methodologies, surveys, interviews and focus groups, in that order.

  • Yes – you always start out with online surveys, followed by one on one interviews and then focus groups.
  • No – you need to select the methodology that is appropriate for your purpose.
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This course is intended for audiences of all experiences who are interested in learning about new skills in a business context; there are no prerequisite courses.

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