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BUSM4742 Design Thinking for Business

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BUSM4742 Design Thinking for Business

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You are expected to follow instructions given in class material, and any other professional sources, around the usage of three key design research tools: interviews, empathy maps and journey maps. You will aim to use these methods/tools, along with an attitude of non-judgement and empathy, to achieve the deepest possible understanding of the user and their reality.After deep diving through interviewing and completing the associated tools – empathy and journey maps, plus interview transcript (which goes in the appendix) – you will then complete an analysis of your data. This entails an analysis/synthesis/discussion of the key themes.
 
Part 1: Interview (summary)You are required to run an interview as per guidelines provided in class (you may do more than one if you wish). Instructions and guidelines on interview preparation and interview technique will be given in class, and you are expected to do some self-guided reading around this as well. This will help uncover higher-order motives beyond functional (evident) motives of the end user.In this section of the report you are expected to write a short summary of the key interview findings, supported with illustrative quotes from your interview transcript. (The transcript itself belongs in the appendix, not the report body.)
 
Part 2: Empathy mapAfter completing the interview section, organise your insights on an empathy map. Include this tool and some brief contextualising commentary for the reader. It must at least introduce the tool you’re using and summarise the key takeaways for the reader.
 
Part 3: Journey mapAfter completing the interview and empathy map sections, organise your findings on a journey map. Include this tool and some brief contextualising commentary for the reader. It must at least introduce the tool you’re using and summarise the key takeaways for the reader
 
Part 4: Data analysis (summary of data/discussion of key themes)Prioritise the top three to five themes appearing in your data – those likely to be most pertinent to the purpose of the research, as outlined by the assessment brief and/or your instructor. Then, conduct a brief discussion in the final section of the report (approx. 2 pages) of these key themes. Consider the following questions for elaboration:−What data points overlapped/re-enforced one another?−What data points seemed to conflict with one another?−If further research were being conducted, what would your recommendations be to the research team? −How strong/conclusive was the evidence?−Is it likely that other users may feel very different to that which is represented in this data set?−What key questions are still unanswered?

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