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  • 15 Dec 2017
  • Video

Playing Around with Customer Experience

  • September 2013
  • Exercise

An Exercise in Designing a Travel Coffee Mug

By: Elie Ofek and Michael Norris
In recent years design has emerged as a critical factor in the success of many new products. This case exercise provides a hands-on way to experience the design process and offers a structured approach for incorporating key considerations that can aid in effective... View Details
Keywords: New Product Development; Innovation; Market Research; Competitive Positioning; Design; Product Development; Consumer Products Industry
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  • Program

Designing and Executing Corporate Revitalization

program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your... View Details
  • October 2018
  • Case

Booking.com

By: Stefan Thomke and Daniela Beyersdorfer
The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing,... View Details
Keywords: Travel; Product Innovation; Experimentation; A/B Testing; User Experience Design; Product Development; Product Design; Innovation and Management; Transformation; Information Technology; Digital Transformation; Travel Industry
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  • Web

MBA Experience - Health Care

MBA Experience Academics As part of the MBA curriculum, students analyze many cases focused on health care, and can customize their second-year experience by choosing courses, projects, papers, and... View Details
  • 01 Dec 2004
  • News

A Life by Design

Klein. At each stop, she gained new knowledge and experience while advancing her own reputation as a change agent capable of leading a company to growth through new product design. Ross’ entrepreneurial skills at a small fashion-eyewear... View Details
Keywords: Roger Thompson; toys; Amusement, Gambling, and Recreation Industries; Arts, Entertainment; Sporting Goods, Hobby, Musical Instrument, and Book Stores; Retail Trade

    The Magic That Makes Customer Experiences Stick

    The field of customer experience (CX) design — which aims to ensure that customers have positive touch points with companies while buying and consuming their products and services — has grown quickly in recent years. Research has shown that memorable experiences,... View Details

    • Web

    Campus Experience | MBA

    Campus Experience At Harvard Business School, breakthrough moments can happen any time. While formal education is concentrated within academics, the transformation of potential into leadership is realized through every aspect of the... View Details
    • March–April 2020
    • Article

    Avoid the Pitfalls of A/B Testing

    By: Iavor I. Bojinov, Guillaume Sait-Jacques and Martin Tingley
    Online experiments measuring whether “A,” usually the current approach, is inferior to “B,” a proposed improvement, have become integral to the product-development cycle, especially at digital enterprises. But often firms make serious mistakes in conducting these... View Details
    Keywords: A/B Testing; Experiment Design; Social Networks; Product Development; Performance Improvement; Measurement and Metrics; Social Media
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    • Web

    Academic Experience | MBA

    global research centers, and field-based course offerings, the HBS experience is inherently international. Joint Degrees Designed in collaboration with other Harvard schools to prepare you for complex... View Details
    • October 2021 (Revised December 2021)
    • Case

    Customer-Centric Design with Artificial Intelligence: Commonwealth Bank

    By: Karim R. Lakhani, Yael Grushka-Cockayne, Jin Hyun Paik and Steven Randazzo
    As Commonwealth Bank (CommBank) CEO Matt Comyn delivered the full financial year results in August 2021 over videoconference, it took less than two minutes for him to make his first mention of the organization's Customer Engagement Engine (CEE), the AI-driven customer... View Details
    Keywords: Artificial Intelligence; Customer-centricity; Banks and Banking; Customer Focus and Relationships; Technological Innovation; Transformation; Organizational Change and Adaptation; Performance; AI and Machine Learning; Financial Services Industry; Australia
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    • June 2022 (Revised January 2025)
    • Technical Note

    Causal Inference

    By: Iavor I Bojinov, Michael Parzen and Paul Hamilton
    This note provides an overview of causal inference for an introductory data science course. First, the note discusses observational studies and confounding variables. Next the note describes how randomized experiments can be used to account for the effect of... View Details
    Keywords: Causal Inference; Causality; Experiment; Experimental Design; Data Science; Analytics and Data Science
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      The Surprising Power of Online Experiments

      In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details
      • 01 Jun 2011
      • News

      A Former Buyer Turns Designer

      “You go to the contemporary floors, and there’s great stuff to buy, but everything is skewed very young. You could go to the designer area, but you may not want to pay $2,000 for a dress.” So she has View Details
      Keywords: Finance; Apparel Manufacturing; Manufacturing; Clothing and Clothing Accessories Stores; Retail Trade

        Design Rules, Vol. 1: The Power of Modularity

        We live in a dynamic economic and commercial world, surrounded by objects of remarkable complexity and power. In many industries, changes in products and technologies have brought with them new kinds of firms and forms of organization. We are... View Details
        • March 2000
        • Exercise

        Developing Products on Internet Time: A Process Design Exercise

        By: Stefan H. Thomke
        This team exercise allows students to experience some of the dynamics of developing products in the fast-paced Internet environment and was inspired by the browser war between Netscape and Microsoft. Designed to be taught in a single class session, the exercise... View Details
        Keywords: Product Development; Internet and the Web; Problems and Challenges; Risk and Uncertainty; Design; Decisions; Management Practices and Processes; Integration; Organizations; Competition
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        • Web

        Design Thinking Course | HBS Online

        group dynamics and improve team performance through tools and processes designed to enhance collaboration and iteration in development Guide teams to draw from a wide range of professional experiences and... View Details
        • 16 Dec 2002
        • Research & Ideas

        Mentoring—Using the Voice of Experience

        plans they have presented with a 5 percent cutback still doesn't get us to cash-flow positive. This is one of the points, too, that came out of both projects which is, you have to be aware of the receptors in people's minds, their View Details
        Keywords: by Sean Silverthorne
        • 2025
        • Chapter

        Critical Choices in Designing a Board: An Overview

        By: Suraj Srinivasan and Lynn S. Paine

        Board design is never one-size-fits-all. It’s a series of critical choices—each with trade-offs—that can define how a board functions, governs, and delivers strategic value.

        That’s the premise of "Critical Choices in Designing a... View Details

        Keywords: Governing and Advisory Boards
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        • April 2014
        • Article

        Awards Unbundled: Evidence from a Natural Field Experiment

        By: Nava Ashraf, Oriana Bandiera and Scott S. Lee
        Organizations often use non-monetary awards to incentivize performance. Awards may affect behavior through several mechanisms: by conferring employer recognition, by enhancing social visibility, and by facilitating social comparison. In a nationwide health worker... View Details
        Keywords: Social Comparison; Awards; Optimal Expectactions; Zambia; Status and Position; Performance Expectations; Motivation and Incentives; Health Care and Treatment; Health Industry; Zambia
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