This course introduces students to design thinking as a structured, action-oriented approach to solving complex problems and creating innovative, sustainable solutions. The course follows the full design thinking journey – from problem framing and user understanding to prototyping, testing, and pitching-while developing an entrepreneurial mindset grounded in experimentation, reflection, and learning through action.

Students begin by exploring the design mindset, learning how to frame problems, challenge assumptions, and ask the right questions before jumping to solutions. Through empathy-based tools and user research techniques, participants gain a deep understanding of user needs and translate insights into clearly defined value hypotheses.

The course then moves into ideation and prototyping, where students generate, test, and refine ideas through hands-on experimentation. Emphasis is placed on rapid prototyping, feedback, and iteration as essential components of innovation under uncertainty. Participants learn how to communicate ideas effectively through storytelling and pitching, supported by guest insights from practice.

Beyond solution development, the course addresses sustainable design, design capabilities within organizations, and the role of failure as a source of learning and growth. Students are encouraged to reflect on their experiences, develop resilience, and understand how design thinking supports continuous improvement and entrepreneurial leadership.

By the end of the course, students will be able to apply design thinking tools in real-world contexts, work effectively in teams, and confidently present and test innovative ideas—learning not only how to design solutions, but how to learn, adapt, and lead through the process.

About the professor

Ivija Bernatović, PhD is a Senior Lecturer in Entrepreneurship, Project Management, and Design Thinking at the Zagreb School of Economics and Management (ZSEM), where she also serves as Director of the Center for Entrepreneurship and Innovation. She holds a PhD from the Faculty of Economics, University of Ljubljana, with a research focus on family business and innovation.

Her teaching and research strongly focus on design thinking, which she actively applies in academic and with business community, as well as across entrepreneurship and innovation courses. She is a certified Design Thinking Practitioner and Co-creator under the IBM Enterprise Design Thinking methodology.

Ivija has presented her research at leading international conferences such as the Babson College Entrepreneurship Research Conference and EURAM, and contributes to the academic and professional community through publications, panels, and international forums including IFERA. She leads several EU-funded projects in the fields of impact entrepreneurship and family business succession, including Erasmus Mundus in Impact Entrepreneurship (EMMIE) and Succession in Family Business (SIFB), bringing strong real-world, project-based experience into her teaching.

Course Sessions (Online, CET)

Date	Time	Topic	Duration
10 March 2026	17:00–19:00	Introduction to Design Thinking	2h
19 March 2026	17:00–19:00	Problem Framing & Design Mindset	2h
24 March 2026	17:00–19:00	Asking the Right Questions	2h
8 April 2026	16:00–18:00	Empathy & User Understanding: Tools and Methods	2h
10 April 2026	16:00–18:00	Define Phase & Value Hypothesis	2h
21 April 2026	18:00–20:00	Ideation: Tools and Techniques	2h
22 April 2026	17:00–19:00	Prototyping & Testing	2h
29 April 2026	16:00–19:00	Pitching & Guest Session	3h
6 May 2026	16:00–18:00	Sustainable Design	2h
7 May 2026	16:00–18:00	Learning Through Action	2h
12 May 2026	16:00–18:00	Design Capabilities in Organizations	2h
13 May 2026	16:00–18:00	Failure as a Source of Learning	2h
19 May 2026	18:00–20:00	Learning Through Entrepreneurial Story – Part 1	2h
20 May 2026	18:00–20:00	Learning Through Entrepreneurial Story – Part 2	2h