• FutureLearn logo

This course is part of the UX Design Fundamentals ExpertTrack

UX Design Fundamentals: Management and the Business Model Canvas for UX Design

Uncover the role of business strategy and adopt a customer-centric mindset to become a successful user experience designer.

UX Design Fundamentals: Management and the Business Model Canvas for UX Design
  • Duration

    4 weeks
  • Weekly study

    4 hours
  • 100% online

    Learn at your own paceHow it works
  • Included in an ExpertTrack

    Course 3 of 3
  • Get full ExpertTrack access

    $39/monthFind out more

How can a UX (user experience) designer add value to a business across all levels and all team levels?

This short UX design course will teach you how the core fundamentals of UX design foster collaborative thinking, drive engagement and ensure better business.

You’ll examine the critical role UX designers play in driving customer experiences by conducting user research, building personas, developing business models, creating wireframes and building prototypes.

Understand how to use business model design in management strategies

One key outcome of this course is to teach you the main elements of a business model for a specific value proposition and its associated business environment. You’ll cover the phases of business model design and innovation and the concept of ‘job to be done’ (JTBD) – a framework based on the idea of user ‘hiring’ (or using) a product to do a specific ‘job’ (or task, to achieve a specific outcome).

Learn the importance of a value stream map and customer profile map

The course will also show you how to use customer profile mapping, or user journey mapping. A user journey map is a model, in illustration or diagram form, of all the touchpoints through which customers come into contact with your company, online or offline.

By knowing how to sketch out a user journey, you’ll be able to forecast any potential friction before creating an actual website or prototype. And by using value stream maps, you’ll know how to identify and analyse the activities associated with the customer journey holistically to determine if the activity is valuable or not.


  • Week 1

    Introduction to the course and business model design

    • Introduction to the course

      In this activity we’ll introduce you to the course and look at how the course is structured. You will also become familiar with the assessment criteria and expectations of Week 1.

    • Drafting a Business Model

      An introduction to the business model design process and the nine blocks of the Business Model Canvas tool

    • Weekly Wrap-up

      To complete the week, let’s recap the key points covered so far.

  • Week 2

    Phase of business model design

    • Introduction

      Introduction to the week's activities and outcomes

    • Drafting a business model continued

      A continuation of understanding the considerations involved in the business model design process

    • Business Model design process

      A focused look at the specific phases of the business model design process, and reflection on the effectiveness of the process

    • Wrap-up

      To complete the week, let’s recap the key points covered so far.

  • Week 3

    Value proposition design and understanding customer profiles

    • Introduction

      Introduction to the week's activities and outcomes

    • Introduction to value proposition design

      An overview of the introductory concepts of the value proposition design process

    • Customer Profiling

      A focus on the elements of customer profiles and their role in the value proposition design process

    • Weekly Wrap-up

      To complete the week, let’s recap the key points.

  • Week 4

    Value mapping and testing for fit

    • Introduction

      Overview of the week's activities and learning outcomes

    • Value Mapping

      Exploration of the specific components of value mapping and how they relate to the value proposition

    • Testing for fit

      An overview of why the analysis and evaluation of the fit between customer profiles and value maps are important

    • Course Wrap-up

      To complete the week and the course, let’s recap the key points.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

Download a PDF

Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Identify key elements of a business model for a specific value proposition and its associated business environment
  • Articulate the phases of Business Model Design
  • Articulate the concept of ‘job to be done’
  • Justify a customer profile map and a value map
  • Evaluate the fit between a customer profile map and a value map

Who is the course for?

This course is ideal for developing expertise in business model design and customer experience mapping.

You may be an entry-level or intermediate graphic or digital designer, a non-technical digital team leader or an aspiring product manager.

What software or tools do you need?

In this course, you will use Canva.

Who will you learn with?

A design thinker and a questioner at heart in the Design Thinking field through key topics of business design, service design, ex design, training & facilitation.

Personal website: www.doquestion.com.

Who developed the course?


FutureLearn is jointly owned by The Open University and The SEEK Group and has been providing online courses for learners around the world over the last eight years.

In collaboration with

Canva logo

Endorsed by

endorsed by

Coventry University logo

About this ExpertTrack

Launch your career in user experience (UX) design by developing your skills and knowledge of UX principles.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Do you know someone who'd love this course? Tell them about it...