In this course you will understand and apply user centricity in communicating a business’s purpose, its relation to design thinking, and the use of the Lean Startup approach. You will apply practical user-centric models such as Customer Empathy maps, Personas, and Customer Journeys. In addition, you will learn how to utilise artificial intelligence for fuelling a user-centric strategy and understand and apply rapid digital prototyping for user-centric services and products.