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Design Thinking in Practice: Group Project Guidelines
MKT332- Fall 2023
Due Date : 23rd November, 2023
Design Thinking in Practice
For this project, each group will focus on the graduate employability of Zayed University College
of Business Students. Use the design thinking skills that you have learned to identify a specific
pain point for stakeholders such as: students, employers, careers service, faculty professors and
administrators. Successful projects will clearly demonstrate:
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Empathize via collecting primary and secondary data with relevant stakeholders: This
may include interviews, surveys, focus groups and crowdsourcing for primary data. For
secondary data it may include benchmarking with other business schools. At least one
activity should be conducted by each member of the group, include a short summary of
each data source and should be turned in with your project. After conducting research
that reveals needs, move on to the next step of problem definition.
•
Define the problem: A needs analysis that reflects what was learned in the primary data
collection exercise to yield new insights. Define a specific problem. Explain how you
have reached this problem definition. How your research has helped you to define this
problem.
Generate “How Might We?” questions. Hoping to turn problems into opportunities for
design? Look no further than How Might We? (HMW). This is a classic Design Thinking
activity—and simple, to boot. Begin with a problem area that is challenging for a
person/organization/system/environment/etc., and add HMW, reformatting the
problem to suggest that a solution is possible. You want to unearth a wide range of
ideas with unique, specific solutions. Here are a few question suggestions, plus
examples for an airport-centric experience:
▪
HMW use the kids’ energy to entertain fellow passengers?
▪
HMW separate the kids from fellow passengers
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HMW make the wait the most exciting part of the trip?
▪
HMW entirely remove the wait time at the airport?
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HMW we make the rush refreshing instead of harrying?
▪
HMW leverage free time of fellow passengers to share the load?
How Might We Short Video https://www.youtube.com/watch?v=nDWYvPuU1zk
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Ideation: conduct a brainstorming session in your group and develop at least three
possible solutions by brainstorming based on the how might we question(s). Select the
ONE the most appropriate solution of the problem. Document this activity in your
project report.
•
Prototyping: Try to make prototype of your solution – paper pencil prototype. (Use the
class notes for further guidelines)
•
Testing: Test the solution with at least 10 people using your prototype. (Use the class
notes for further guidelines)
Write up Guidelines:
Section-1: The Broader Problem Area
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Brief description of the broader problem area
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Why it is important to address or solve this problem
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What will be the social, environmental, community, and individual impact of your
potential solution.
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Plan for applying Design thinking for finding solution to the problems.
Section-2: Empathize and primary data transcription
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Procedure of collecting research data from stakeholders and other sources
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Interview transcription and profile of the interviewee.
Section-3: Define Problem
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Analysis of the data transcript
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List of potential problems
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A summary that reflects what was learned in the data collection and yields new
insights. Define a specific problem. Explain how have reached to this problem
definition. How the data collection have helped you to define this problem
Section-4: Ideation
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Document the activity – session (Composition, time, duration, team coordinator)
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Provide the list of solutions created in the session (focus on quantity)
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Select the most appropriate solution
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Justify the selection of the solution
Section-5: Prototyping
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Provide the paper- pencil prototype
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Explain the working mechanism of the product
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Describe the required raw material needed with cost – cost per unit
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Technological support or barrier
Section-6: Testing the Prototype
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Test the prototype with at least 5 respondents
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Develop the questionnaire
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Provide the analysis of the data from testing
Overall Conclusion
Formatting Guidelines:
It is the course of innovation, there are no formatting guidelines for this project. You have full
liberty in term of selecting the format, style, and presentation of your project report. No page
limit, no font style.
Good Luck
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