ADD202 Design Strategies Assessment (Study) Guide2Faculty of Arts and Education Trimester 2, 2020 ADD202 Design Strategies Assessment (Study) Guide2 A note of welcome Design is a business. Strategic design is thinking about design from the perspective of an organisation to determine what to do, why to do it and how to substantiate it. Many times the ideas an organisation may want to pursue may not be the best option and other options can be considered. This unit will investigate concepts of strategic design, understanding strategy is tied closely to innovation. After informing direction through research of theories and practice, exploring existing strategies and innovative concepts, students will be required to launch, rebuild or reinvigorate a product, app or brand and sell this idea to others. Taking a multi-discipline approach to problem solving, the final assessment will be an innovative presentation or pitch demonstrating the strategic approach to problem solving. Contact details Unit Chair: Maria Bates Email: maria.bates@deakin.edu.au Postal: School of Communication & Creative Arts Faculty of Arts & Education Deakin University 221 Burwood Highway Burwood Victoria 3125 Australia Lecturer: Megan Grant (Geelong) Email: megan.grant@deakin.edu.au3 Assessment Assessment summary All assignments will be submitted individually on the deadlines for review. All supporting research will be submitted in the form of a visual diary or journal and presentation documents as specified in the brief. Assessment % Due Date 1 Research Project 20% Week 3: Upload files before 8pm, Sunday 2nd August 2 Ideate & Prototype 40% Week 7: In-seminar presentation week 8 plus upload files before 8pm, Sunday 6th September 3 Pitch your idea 40% Week 10: Peer review presentation Week 11: In-class presentation plus upload files before 8pm, Sunday 4th OctoberAssessment Topic Consumers are faced with a bewildering array of products that attempt to portray themselves as healthy. Using ‘health drinks’ as a product area, your task across this unit is to develop strategic and innovative ways to understand the health benefits or problems associated with these types of drinks. Outcomes will be determined by your area of specialisation. • Visual communication students to deliver innovative point of sale responses, including packaging. • 3D animation students to deliver a story-led motion sequence response. This could include a 30 second commercial or a series of social media animations. • Digital technologies students to deliver virtual and/or interactive response, such as AR or VR in store experiences or an innovative responsive App or website. You should consider the framework outlined by Festilia and Chrysochou (2018) throughout all of the design phases, alongside innovative ways to communicate to the consumer. See the figure below and the reference article for more information. References: FESTILA, A. & CHRYSOCHOU, P. 2018. Implicit communication of food product healthfulness through package design: A content analysis. Journal of Consumer Behaviour, 17, 461-476. SKUBISZ, C. 2017. Naturally good: Front-of-package claims as message cues. Appetite, 108, 506- 511. 4Assessment Brief How can we make it easier for people to (or more likely that people will) select healthier options using design as a tool to inform? New technology gives designers opportunities to develop ideas in retail environments beyond traditional packaging and point of sale displays. Your task is to assess existing methods and develop innovative ways to communicate the nutrition issues of ‘health drinks’ to a chosen audience. Think of how communication, technology and materiality can engage the consumer as well as provide them with essential information to make healthy decisions. Consumer Profiles Consumer 1: typical supermarket shopper • Female, mother • Middle aged • Middle income • Concerned about health and nutrition • Time pressured • Moderately healthy diet, slightly overweight Consumer 2: teenager • Female or male • Between 15-19 • Low income – relies on parents as still at school but works casually • Some knowledge on health and nutrition from school and social media • Easily influenced, makes decisions quickly • Attempting to be healthy but confused about the impact or benefit of health drinks 56 Assignment One – Research Report Assignment one asks you to develop a detailed research report addressing the following: • Find and identify the problems associated with communicating nutrition using outcomes suggested for your specific discipline area (10 examples of each) • Define the 2 difference audience types, their personalities and influences • Research and identify 3 innovative methods for communication, technology and materiality, appropriate to the brief and your area of specialisation, and explain the strategies behind the concepts • Choose either consumer 1 or 2 as your target group and redefine the problem with specific regard to the audience type and innovative methods of design that appeal to that group. Submission: Details: 800-word pdf research report plus images & diagrams • Must be well presented and easy to follow • Include visual examples and diagrams throughout • Appendices are permitted – this may include work you’ve undertaken as directed by your lecturer as part of a “journal” • File should be no more than 10mb in size Deadline: Week 3 – Upload pdf of research report by Sunday 2nd August 8pm Weighting: 20%7 Assessment Criteria Assessment 1: Research Report Criteria Percentage of Mark Demonstrate research skills to present the connection between design theory and practice to creative innovative and strategic design outcomes. Ability to find appropriate examples and identify communication problems on existing products 20% Ability to define audience types appropriate to the topic and brief 20% Ability to undertake and analyse research into innovative methods of communication, technology and materiality appropriate to the brief 20% Demonstrate critical thinking and analytical evaluation of theoretical and practical design ideas to inform design practice. Ability to redefine a design problem based on research undertaken 20% Ability to clearly articulate research, findings and recommendations in response to a design brief using written and visual methods of communication. 20% Total 100% This submission forms 20% of the unit assessment total8 Assignment Two – Ideate and Prototype Assignment two asks you to generate ideas and develop a design prototype for ‘Health Drinks’ that respond to the work undertaken in assignment one: • Choose specific product to focus idea generation based on research and chosen consumer from Assignment 1 • Brainstorm and mind map ideas to explore a variety of ways to promote “Health Drinks” to the specific audience through innovative designs – what strategies can you use to engage the audience and why? • Choose 2 ideas to explore through detailed sketches (minimum of 5 for each idea) • Test 2 ideas on intended audience for feedback – select 1 detailed sketch scenario of each idea and develop clear questions to ask your audience to gather feedback for improvement. • Develop 1 x digital prototype based on testing feedback (you must take regular screen captures of work-in-progress to place in journal). • Prepare and present design rationale, 2 x detailed sketched scenarios (1 scenario for each idea), user test summary and digital prototype in seminar (week 7) in video format. Video can be hosted on Youtube or similar and link then uploaded to CloudDeakin. Submission: Details: Week 7 presentation (video) – link to be uploaded to CloudDeakin • Design rationale • Select detailed sketched scenarios (1 for each idea) • User test summary • Digital prototype • Must be well designed and easy to follow Development journal (pdf) • Brainstorming and mind maps • Visual research • Detailed sketches (minimum of 5 for each idea) • User test questions and responses • Screen captures (min. 20) showing development of digital prototype * Files should be no more than 20mb each in size. Deadline: Week 7 – Upload presentation and development journal by Sunday 6th September 8pm Weighting: 40%9 Assessment Criteria Assessment 2: Ideate and Prototype Criteria Percentage of Mark Demonstrate critical thinking and analytical evaluation of theoretical and practical design ideas to inform design practice. Ability to document design process thoroughly with respect to research undertaken 10% Ability to develop and document testing of ideas to a chosen audience 10% Ability to present ideas in a manner that is easy to follow 10% Ability to research and apply an appropriate design style for the chosen audience and topic 10% Demonstrate through analysis, ideation and prototyping, the problem solving of complex design issues by creating innovative and strategic design outcomes positioned in theory and practice. Ability to explore a range of ideas that embrace innovation 15% Ability to strategically position and articulate innovative ideas appropriate to the audience and brief 15% Ability to develop detailed sketches to communicate ideas 15% Ability to develop digital prototype of design appropriate to the brief with consideration to audience feedback 15% Total 100% This submission forms 40% of the unit assessment total10 Assignment Three – Pitching your idea It is important that we are able to ‘sell’ our ideas to clients and/or potential investors. Assignment Three requires you to develop a 3-minute pitch presentation to sell your design idea. You are to prepare a video to be presented and screened to the class. To prepare your pitch you are required to do the following: • Develop visual stylescape based on target audience and proposed design aesthetic • Assess digital prototype and resolve final design outcome • Research at least 5 engaging 3-minute pitches and reflect on what makes them successful • Research and identify the audience type you are wanting to pitch your idea to • Collate the key aspects from your work undertaken in assignments 1 and 2 that help sell your design. • Identify any further research that needs to be undertaken for your pitch • Prepare test pitch for week 10 peer review • Refine 3-minute pitch for presentation in seminar week 11 Submission: Details: In seminar presentations. Weeks 10 & 11 • Present findings from Assignments 1 and 2 plus resolved stylescape and design outcome within 3 minutes • You have the opportunity to test your pitch in week 10 prior to finalising for week 11 (marks are assigned to both presentations) • Must be engaging, well designed and easy to follow • Upload final presentation to CloudDeakin Development journal (pdf) • Notated research on existing, engaging 3-minute pitches • Research audience for the pitch (this is not the same as the audience for the design response) • Design development of presentation (notes and sketches of progress) • Stylescape development • Screen captures (min. 20) showing development of presentation development • Week 10 test pitch with notes for improvement and feedback given * Files should be no more than 20mb each in size. Deadline: Week 11 – Upload final presentation and development journal by Sunday 4th October 8pm Weighting: 40%11 Assessment Criteria Assessment 3: Pitching your idea Criteria Percentage of Mark Demonstrate research skills to present the connection between design theory and practice to creative innovative and strategic design outcomes. Ability to research and analyse innovative methods to pitch an idea 15% Ability to research and identify an appropriate audience to pitch your idea 15% Demonstrate critical thinking and analytical evaluation of theoretical and practical design ideas to inform design practice. Ability to identify and resolve problems with proposed design idea 15% Ability to give and receive appropriate feedback on ideas and implement to improve pitch 15% Demonstrate through analysis, ideation and prototyping, the problem solving of complex design issues by creating innovative and strategic design outcomes positioned in theory and practice. Ability to analyse the necessary items, from previous work undertaken, and prepare an appropriate pitch to an intended audience 20% Ability to deliver a pitch presentation in a style that resonates with the audience 20% Total 100% This submission forms 40% of the unit assessment total12 Trimester 2, 2020 program *This guide is subject to change Week Commencing Topic Seminar details Due Dates 1 13 July Introduction Assignment 1: Research What are the key components in the brief that help identify the problem? What is out there and what are the restrictions and/or opportunities? 2 20 July Empathise Who are we talking to and how do we define them? 3 27 July Define How do we redefine the problem with consideration to the research undertaken? Assignment One due: Students to upload research pdfs to CloudDeakin by Sunday 2nd August 4 3 August Ideate Assignment 2: Ideate and Prototype What can we do to come up with creative ideas that push the boundaries of design but also address the brief? 5 10 August Ideate & Prototype How do we visualise our ideas? Intra Trimester Break 17th– 23rd August 6 24 August Prototype & Test Do our concepts appeal to the intended audience? 7 31 August Assignment 2 presentations Assignment 2 in-class presentations Assignment Two due: Students to upload presentation and supporting files to CloudDeakin by Sunday 6th September 8 7 September Ideate & Prototype Assignment 3: The Pitch How do we clarify our designs and present them in a manner that is understood? 9 14 September Refining What aspects of our design need improvement?13 10 21 September Practice Pitch In-class peer to peer presentations Practice your pitch - can you convince your peers of your idea and what needs further clarification In-class Week 10 peer to peer presentation of Assessment 3 11 28 September Assignment 3 presentations Assignment 3 in-class pitch presentations Assessment 3 due: Students to upload presentation and supporting files to CloudDeakin by Sunday 4th Octobe |