MMM276 - Design Thinking Trimester 1 2023
MMM276 - Design Thinking Trimester 1 2023
Assessment Task 2A & 2B In class Presentation & Report Group
DUE DATE Task 2A:During Seminar session on Week 8
DUE DATE Task 2B:Friday, 26th May, by 8:00pm (Melbourne time)
PERCENTAGE OF FINAL GRADE:50% (10% Task 2A, 40% Task 2B)
WORD COUNT:Max time/number of words: 5 minutes (Task 2A) and 4000 words (Task 2B)
Description
Purpose
This task provides you with opportunities to apply the main principles and tools of creativity, innovation, and design thinking to design by empirically exercising design thinking principles and tools in a team context to solve complex and real-life problems (ULO1; ULO2; GLO1; GLO4). Moreover, this task allows you to Professionally communicate design thinking concepts, processes and products (ULO3; GLO2). By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required for Design Thinking principles and related concepts such as creativity and innovation in solving complex and real-life problems.
Context
For this task, imagine you are part of a team in your future organization and need to solve a complex problem that needs understanding your clients need properly and coming up with solution to meet their needs and demand.
Specific Requirements
In this task, you are expected to deliver a group presentation (Task 2A) and written report (Task 2B) on solving a problem using Design Thinking principles and tools. For this task, you need to form a group of 4 members latest by the end of week 5. Here is some policy regarding your group formation:
Point 1: You must form groups with other students in the same seminar session as yourself.
Point 2: If you do not manage to find a group (and then self-enrol yourself in one of the available groups via unit site) by the end of week 5, then the system will automatically allocate you randomly to a new group. There is nothing your unit chair can do at this stage unfortunately. Such random allocation by the system means you might end up being the only one in that group (and hence need to do the assignment alone). This also means you might end up being in a group with students from other seminar session, making it difficult to meet and work together. It also makes it difficult to submit.
If any of the above two points occurs, you will lose 5% of your mark in this assignment per each point.
Below are the specific requirements for Task 2A and 2B respectively.
Task 2A
Task 2A is a group presentation and you will deliver it in week 8 during your seminar session (there is also an option of sending your recorded video only for cloud students; please see the below Submission section). This task covers the first two stages of Design Thinking. In terms of the structure, please organize your presentation slides based on the following sections (1 to 4):
Introduction. This section is briefly about aim, team members, contribution percentage of each team member (total should be 100%), etc.
Customer segment identification. Identify and present a group of customers (i.e., market segment) that might have an unmet need or a problem to be solved. The market segment can be wide or narrow. For example, the market segment you choose can be as wide as adult population who use public transport in Australia, or as narrow as Aboriginal women in their 20s and 30s who go to music festival at least once a year. An important practical point is that, as a team, you also need to be able to approach and gather data from some (at least 4 people) of the market segment you choose. Define exactly who your market segment is in the presentation (estimated size, characteristics, etc.).
Customer sample identification. Identify and present 4 people within your chosen customer segment. These people are real people, and you need to have access to them to gather some data (can be your parents, siblings, family, friends etc.). These people are called your customer sample. Explain exactly who your customer sample is. You can refer to them anonymously as customer #1, #2, etc. but you need to briefly describe them, for example in terms of demographic characteristics.
Important note: make sure your customer sample (and customer segment) are also the ones that are eventually expected to pay for your innovative solution down the line. If they are not the same people, go back and re-define your problem statement. Otherwise, your project will be complicated because you will have two types of stakeholders in your project and will need to collect data from both parties which makes it time consuming and less feasible for the purpose of this assignment.
Conducting the first two stages of Design Thinking. Perform the first two stages of Design Thinking (Emphasize and Define) with your customer sample. Explain the processes by which you have gone through the two stages with your customer sample. Be as detail as possible in explaining the processes in each two stages. Describe possible tools that you used in each stage. The outcome of your presentation needs to be a clearly defined problem statement that your potential customer is facing (to be solved later in Task 2B). The best way to formulate the outcome (or final section of) your presentation is to present the defined problem statement using the How Might We (HMW) framework.
Task 2B
Task 2B finalises your group work and you will deliver it as a written report. In terms of the structure, please organize your report based on the following sections (1 to 4):
Introduction. Introduction. This section is briefly about aim, team members, contribution percentage of each team member (total should be 100%), etc.
Hint: Spend about 250-300 words for this section.
Theoretical literature review. This section is about theoretical background for the concept of Design Thinking. Use Deakin Library and materials on CloudDeakin for finding scientific articles and related materials.
Hint: Focus on describing Design Thinking and its various stages from theoretical point of view. In doing so, compare various approaches (at least two) in conceptualising Design Thinking. Moreover, attempt to compare Design Thinking with other alternative approaches to solve complex problems or other approaches and toll to come up with creativity and innovation. Finally, elaborate on how Design Thinking can be useful tool and to whom it can be useful.
Hint: Spend about 500-800 words for this section.
Identifying and solving a problem. This section is the core section of your report, and it is about using Design Thinking approach in identifying and solving a problem of your choice. You can borrow any materials from your Task 2A for this section naturally. That is fine because Task 2B is built on top of Task 2A. In order to proceed, follow the below instructions and sub-sections:
3.1. Customer segment identification. Identify and report a group of customers (i.e., market segment) that might have an unmet need or a problem to be solved. The market segment can be wide or narrow. For example, the market segment you choose can be as wide as adult population who use public transport in Australia, or as narrow as Aboriginal women in their 20s and 30s who go to music festival at least once a year. An important practice point is that, as a team, you also need to be able to approach and gather data from some (at least 4 people) of the market segment you choose. Define exactly who your market segment is in the presentation (estimated number, characteristics, etc.).
3.2. Customer sample identification. Identify and report at least four people (max eight people) within your chosen market segment. These people are real people, and you need to have access to them to gather some data (can be your parents, siblings, friends etc.). These people are called your customer sample. Explain exactly who your customer sample is in the report. You can refer to them anonymously as customer #1, #2, etc. but you need to briefly describe them, for example in terms of demographic characteristics.
3.3. Conducting Design Thinking stages. Perform and report the five stages of Design Thinking with your customer sample stage-wise. You can spend a minimum effort for the last stage of Design Thinking (i.e., Test), because this is outside the scope of this unit. You may use further subheadings to pinpoint each stage (e.g., 3.3.1. Emphasize; 3.3.2. Define, etc.). Explain the processes by which you have gone through the five stages with your customer sample. Be as detail as possible in explaining the process in each stage. Explain how findings in each stage acted as an input to the next stage. Describe possible tools that you used in each stage.
Hint: Provide a summery or synthesise of your finding in the body of your report for each analysis, while keeping and presenting all raw data materials behind such analysis in the appendix of your report. For example, present the summery of your empathy mapping as one map in the main body of your report present, while presenting all the filled empathy mapping for each of your customer sample separately in the appendix section of your report. This way you will show that you have collected detailed data (in the Appendix), while such presentation does not eat up your word count in your written report.
Hint: Regarding data collection and interview with your customer sample, a good idea is to use the combination of direct quotes from interviewees (documented in Italic font) and your own wording on elaborating what the interviewees said.
Hint: Try your best to apply those tools per each stage of Design Thinking that were covered during seminars from week 6 to week 10. The last tool you are expected to use is DVF tool (the Desirability and Feasibility part of it) and then reporting the prototype (with the format of your choice for prototype- refer seminar 10 for more information). No need to use any tool related to the Test stage, as it is outside the scope of this unit.
Hint: Spend at least 2500 words for this section.
Conclusion. This final section is about wrapping up your report with concluding remarks, which are about main takeaways and insights from you report for others who are interested to solve the same issue you have solved or those who are potentially interested in investing in your solution to make it a reality. Here, you are encouraged to be self-reflective as a group and elaborate what challenges you have faced during this Design Thinking project and how you have tackled it.
Hint: Spend about 250-300 words for this section.
Learning Outcomes
This task allows you to demonstrate your achievement towards the Unit Learning Outcomes (ULOs) which have been aligned to the Deakin Graduate Learning Outcomes (GLOs). Deakin GLOs describe the knowledge and capabilities graduates acquire and can demonstrate on completion of their course. This assessment task is an important tool in determining your achievement of the ULOs. If you do not demonstrate achievement of the ULOs you will not be successful in this unit. You are advised to familiarise yourself with these ULOs and GLOs as they will inform you on what you are expected to demonstrate for successful completion of this unit.
The learning outcomes that are aligned to this assessment task are:
ULO These are the Learning Outcomes (ULO) for this unit. At the completion of
this unit, successful students can: Deakin Graduate Learning OutcomesULO1 Apply the main principles and tools of design thinking to design and evaluate solutions to real-world problems. GLO1:Discipline-specific knowledge and capabilities
ULO2 Critically reflect on the application of design thinking principles and their impact on stakeholders. GL04: Critical thinking
ULO3 Professionally communicate design thinking concepts, processes and products using appropriate channels of communication. GLO2: Communication
Submission
Task 2A is delivered through in-class presentation during your seminar session in week 8 (for both on campus and online students). Please upload your presentation slides into the assignment 2A dropbox before your seminar session starts. All members of a group are expected to present a part of the presentation.
However, if you are an online student, you also have the option of recording your video presentation in advance and insert the URL link of your video in the Text Submission section of Assignment 2A Dropbox by the due date (which is by the beginning of your online seminar session in week 8). This option is particularly useful for those groups that cannot make it live to the online session, due to for example working during the seminar hours. In this case, you can create and submit either Youtube URL link or DeakinAir URL link. In the first page of presentation slides, make sure to indicate your group number, the name of all members with student ID, and the percentage of contribution for each member. For example, if there are 4 students in a group and everyone equally contributed, then each person gets 25% (the total should be 100%). Finally, if you need further instruction on how to create URL link of you video, please see a separate instruction document under Assessment Resources.
Task 2B needs to be submitted in the Assignment Dropbox in the unit CloudDeakin site on or before the due date (for all students/groups). When uploading your assignment, name your document using the following syntax: <your group number_your Deakin student ID number_[unitcode].doc (or .docx). For example, Group1_123456789_MMM276.doc. In the first page of your written report, add a simple cover page, which indicates your group number, the name of all members with student ID, and the percentage of contribution for each member. For example, if there are 4 students in a group and everyone equally contributed, then each person gets 25% (the total should be 100%). There is a leeway of +/-10% for the word counts in this report.
Submitting a hard copy of this assignment is not required. You must keep a backup copy of every assignment you submit until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced you will need to submit your backup copy. Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism and for authenticating work.
When you submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment Dropbox folder after upload and check for, and keep, the email receipt for the submission.
Marking and feedback
The marking rubric indicates the assessment criteria for this task. It is available in the CloudDeakin unit site in the Assessment folder, under Assessment Resources. Criteria act as a boundary around the task and help specify what assessors are looking for in your submission. The criteria are drawn from the ULOs and align with the GLOs. You should familiarise yourself with the assessment criteria before completing and submitting this task.
Students who submit their work by the due date will receive their marks and feedback on CloudDeakin 15 working days after the submission date.
Extensions
Extensions can only be granted for exceptional and/or unavoidable circumstances outside of your control. Requests for extensions must be made by 12 noon on the submission date using the online Extension Request form under the Assessment tab on the unit CloudDeakin site. All requests for extensions should be supported by appropriate evidence (e.g., a medical certificate in the case of ill health).
Applications for extensions after 12 noon on the submission date require University level special consideration and these applications must be must be submitted via StudentConnect in your DeakinSync site.
Late submission penalties
If you submit an assessment task after the due date without an approved extension or special consideration, 5% will be deducted from the available marks for each day after the due date up to seven days*. Work submitted more than seven days after the due date will not be marked and will receive 0% for the task. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. *'Day' means calendar day for electronic submissions and working day for paper submissions.
An example of how the calculation of the late penalty based on an assignment being due on a Thursday at 8:00pm is as follows:
1 day late: submitted after Thursday 11:59pm and before Friday 11:59pm 5% penalty.
2 days late: submitted after Friday 11:59pm and before Saturday 11:59pm 10% penalty.
3 days late: submitted after Saturday 11:59pm and before Sunday 11:59pm 15% penalty.
4 days late: submitted after Sunday 11:59pm and before Monday 11:59pm 20% penalty.
5 days late: submitted after Monday 11:59pm and before Tuesday 11:59pm 25% penalty.
6 days late: submitted after Tuesday 11:59pm and before Wednesday 11:59pm 30% penalty.
7 days late: submitted after Wednesday 11:59pm and before Thursday 11:59pm 35% penalty.
The Dropbox closes the Thursday after 11:59pm AEST/AEDT time.
Support
The Division of Student Life provides a range of Study Support resources and services, available throughout the academic year, including Writing Mentor and Maths Mentor online drop ins and the SmartThinking 24 hour writing feedback service at this link. If you would prefer some more in depth and tailored support, make an appointment online with a Language and Learning Adviser.
Referencing and Academic Integrity
Deakin takes academic integrity very seriously. It is important that you (and if a group task, your group) complete your own work in every assessment task Any material used in this assignment that is not your original work must be acknowledged as such and appropriately referenced. You can find information about referencing (and avoiding breaching academic integrity) and other study support resources at the following website: http://www.deakin.edu.au/students/study-supportPlease refer to rubric for assignment 2B to find out more about the number of expected references.
Your rights and responsibilities as a student
As a student you have both rights and responsibilities. Please refer to the document Your rights and responsibilities as a student in the Unit Guide & Information section in the Content area in the CloudDeakin unit site.
