Approach to design thinking
A lot of peers can see easily that MACE#14 is definitely international students when the Lean Start-Up Experience was started with Dan Lockton. In the first lecture, we are asked to identify and resolve a problem for new students in Kingston. First experience usually could let people excited or terrified but bias don’t exist yet or if there are a lot of bias in our minds we could get an opportunity to break them. Therefore, we clearly chose focusing on social problem that international students face when they arrive and settle down in Kingston.
How can we resolve problems and what are the problem? According to Lockton, (2014) “Design is seen as being as much about problem-framing as problem-solving.” To do some research on the topic and problem-framing, we went to the Fresher’s Fair on Penrhyn Road Campus to interview new students on their experience. We talked to several people and soon found out that not only the language is a problem when it comes to non-UK students socializing with UK students. There are other factors such as social behaviour, body language, customs, traditions and so on so we finally framed our problem that as such “Lack of understanding of cultural differences” and “The Visual Guide to Kingston” is the solution.
The Visual Guide to Kingston is a magazine from KU students for KU students and a new edition of “The Visual Guide to Kingston” is released every year so it never gets out of date. From time to time, visualization is more massive impacts on people, through this magazine, text, contents, images, will be arranged and laid out so new students can find information about Kingston University and the town Kingston such as cool places to go out, where to find the best burger in town, where the best dance party is, useful tips about the university and so on. But most importantly, they will find cultural tips in “The Visual Guide to Kingston” that, non-UK students tell people about English customs, idioms, tradition and so on but also, if UK student explain them some traditions, customs and features of international students. So, why is “The Visual Guide to Kingston” called the reason is that we decided to use as less written language as possible in our magazine and emphasize on strong images that everyone understands. Some people might not be familiar with certain English expression, “The Visual Guide to Kingston” explains them to you in an easy way.
By performing this project and finding 17 different countries flags from MACE#14 nations, we can imagine each person, geography, custom, language and so on. How can Kingston’s students help each other? What is better life to them? Therefore, it clearly seems that focusing on different nationalities could interrupt new ideas. Emphasizing diverse people and knowing about each person widely and deeply are better than categorizing and separating.
Design thinking vs Scientific thinking
In order to flame out problem, resolve the problem and identify and develop ideas, we require figuring out the definition of design thinking and scientific thinking. How and what people usually think about themselves, other people, society and world during design thinking lecture. We have compared between design thinking and scientific thinking so design thinking could be not apparent but scientific thinking would be obvious under system or infrastructure. Furthermore, it could be black and white. In my opinion, one point is obvious that both of them would be changeable and not always achieve success.
Design Thinking – We will use this as a way to think about the design process, Joel Scanga (2015)
What do people like? You need to know what they think and feel and do or what they want to think and feel and do. In emergency, how would you act, react and feel? Empathic design through interview or collaboration or co-ownership can come up with campaign. Therefore, designer or owner give users objects or services connected with smell, sound, physical, taste through tools. As a result, we can start thinking of what I want to do and look at others carefully and compare to them. Design is moving from problem solving to problem framing. There are some steps and processes. Empathizing user and offering system after that, establishing that what we are going to do? Next, finally users can realize and share diverse ideas.
The beginning of Start-up Business
First step, in order to help other people our real new project has started and hope that we are an emerging entrepreneur. With brainstorming, we talked about our target. Who can be our target? How can we help them? and What they have problems? It was very different classes from mom and baby to students. Also, our team is almost consisted of women so we mentioned that how can women make up easier without locations? and to prevent people from losing their belongings such as, oyster cards, keys and cell phone. Consistently, we have created, analyzed and destroyed products, imagined to offer people uncommon and special product. We came up with a lot of views such as, university campus, transport, kitchen, workplace and disability but we require simpler and brilliant idea and the biggest problem was that we found many products which already exist. Even though most people think similarly and our team is not professional yet so being patience and never give up and Keep thinking ideas and modify developing them. Therefore, we are focusing on using umbrella and nail polish.
Startup Planning: 5 Things You Fundamentally Need to Start A New Business by Tito Philips, Jnr. (201)
CreateAbit is the name of our company which is a start-up in London, founded by 5 Kingston University students. Our goal is trying to help people “do-it-better.” We specialize in creating small bits that make a big impact. Not particularly huge but it will provide a bit less complicated to someone’s life. Our business model revolves around customer needs, because we are also customers at the end of day. Our ideas and products are innovative and we are always thinking outside of the box. We do love to empathize customer and be part of user experience. Our ideas or product would be distinctive and sometimes would be weird but we would like to offer different and distinctive product by keeping brain-storming and finding new ideas. We frame a problem and create a solution to save time and space without limited places.
The power of story telling
Good stories compel people to change – from the Storytelling Infographic by Fathom (2014)
We have a question for people to think about before introducing our product. What did you do with the last broken umbrella you had? Our guess is, you probably threw it in the rubbish bin? We thought about the issue of how many umbrellas break and are then tossed away. We also thought about the issue of keeping your bag dry in the rain. Which brought us to develop our new product called, Rebrella. Rebrella is a combination of the two words Repurpose and Umbrella. Rebrella comes as a small package, easy to fold and store within your bag without taking up too much space. It consists of repurposed umbrella material which we handcrafted into our bag cover. It’s perfect for protecting your valuables in rainy weather and looking good doing it.
It’s Friday at Kingston Hill. Jen has just finished class and needs to rush to Central London for an interview. She’s walking towards the bus and it begins to pour with rain. She has her CV and laptop in her bag. She does not want her things to get wet and destroyed. She also wants to look fashionable in the rain. She runs into the Kingston Hill shop and sees Rebrella on the shelf. Now she does not have to worry about trying to shove her bag under her coat or try and hold it perfectly under the umbrella.
The importance of advertisement
To promote our product, everyone started making advertisement so we also planned to come up with a couple of idea before meeting for taking a advertisement. What advertisement can be interesting to people? In many times, I have been thinking about content (product) vs advertisement (PR) which one would be more vital? Of course, both of those are very important but even though quality of item is not proper, we can often see that those things are popular and sold out. Nevertheless, the goal of Rebrella are that we keep developing the quality of product and creating more creative and even innovative PR and ADs. We have created three short stories which has two different situations. One is a problem and another is a solution. By using Rebrella how consumers get benefit and we insert two different background music. The scenes of problems are sad background song and the scenes with rebrella are happy song to maximize this advertisement.
Huang. Adian. (2013). Design an Attractive Web Advertisement: Process, Tips and Overview.
Basically, Social networking such as, Facebook, Twitter and Instagram is the tool to promote our product. We post a lot of pictures which taken with rebrella on SNS and we have Twitter, Facebook and Instagram accounts as well as a Website. We developed a strategy to engage our target persona who is a woman between the age of 16-35, student or professional who want to be fashionable but in the same time she likes to take care of her belongings and she prefers to try new items. Fortunately, Gabriela Pitanga who is an emerging fashion YouTube blogger contacted us to interview with us and posts the interview on her YouTube channel. This opportunity gave great exposure to Rebrella on Social Media, as all our contact details were listed underneath the YouTube video interview, with direct links to the Etsy and EBay Shops. Gabriela also posted the 10-minute video interview on her social media platforms and blog, before and after the interview, creating a great buzz around Rebrella. We made our first eBay sale after this video was shared. However, we require more creative marketing and promoting online and offline. We basically spent a lot of time on inventing product so we inquire focusing on marketing and promoting. We can collaborate with markets, bag shops, cafes and restaurants to sell product and perform creative strategy through different platforms. In terms of future plans, we should find more problems and can demonstrate solutions to help people through advertisement which could be slogan or visualization. ADs would be the key point how can stimulate text, image and sound.
The attraction of packaging
When the majority of people go out, they can easily notice display and packaging. As Canuti demonstrates that (2015) there are a lot of different kinds of display and packaging and in case of some companies, packaging can be as important as the name of brand because the quality of package could mean the quality of product. As time passes, the trend of package is changing and some trends are back again but it’s hard to make consumer buy product by using packaging but we can make it simple and functional. That is the reason why we designed the instruction information on the packaging. It is a process of teaching people how to use Rebrella. The design style is information design that give customers a clearly instruction. The material of packaging is transparent paper that makes the information design looks simple but clearly. When people buy Rebrella they will follow the instruction to use it.
Our conecep of packaging is simple and functional so we would keep developing display and packaging. With better quality of product, we should demonstrate better display on trade fair and online shop. Therefore, we try to take different concepts of picture of rebrella to catch a lot of customers. Moreover, more professional display and packaging skills are essential to expand business and brand company.
What we have learnt: Judgment, decision and responsibility
Createabit was trouble in finding proper manufacturer because actually almost manufacturers would like to produce a large number of items and work with more a bigger size business and profession. Even our budget isn’t enough to choose a proper manufacturer. As a result, we have decided to work with tailors after discussion. In my view, that is the efficient alternative choice. It is not necessary to start perfect and big but by this decision we have spent too much time on looking for factory. Therefore, we might lose opportunities to promote rebrellas, make good ideas for trade fair and resolve other problems. Therefore, we made the deal with tailors to complete rebrella and we are satisfied with the quality of rebrellas.
In terms of future plans, in order to create diverse colour, size and pattern and improve the quality of rebrella, we should try to keep building up relationship and negotiating with tailors because the design and quality of product are fundamental and basic elements to run business. If we get enough profit and make bigger our business, we can contact manufacturers again to make a contract. Through this experience, we realized that we require prepared specific alternative plans when plan was failed. Schilling (2014) states Williams who is a world-famous musician and artist puts first taste and the aesthetic match business acumen and he provides specific direction and references. He might sometimes see and plan big pictures but making decision is always an important part to attract pubic within creativity. Through the experience and reference, we gain one more vital point that judgment, choice and responsibility are significantly crucial. Substantial strategies should be performed in perfect timing so it needs quickly judgment and choice. In addition, all choices result in responsibility.
List of References
Huang. Adian. (2013). Design an Attractive Web Advertisement: Process, Tips and Overview. < http://www.onextrapixel.com/ />. [Accessed 27th April 2015].
Beaumont, Corrine. (2014). Display design. <https://macekingston.wordpress.com/2014/12/11/display-design/> [Accessed 27th April 2015].
J.P De. Clerck. (2014). Using storytelling to strengthen your brand. < http://www.i-scoop.eu/using-storytelling-strengthen-brand/ >. [Accessed 27th April 2015].
Lockton, Dan. (2014). Tools for ideation and problem solving: Part 1. <http://architectures.danlockton.co.uk> [Accessed 27th April 2015].
CATMULL, E. (2014). Creativity Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration, London : Bantam Press.
Canuti. Irene. (2015). Display hunting (or how to communicate what we are selling). < https://thoughtsfromthemace.wordpress.com/2015/01/04/display-hunting-how-to-communicate-what-we-are-selling/>. [Accessed 27th April 2015].
Tito Philips, Jnr. (2014) Startup Planning: 5 Things You Fundamentally Need to Start A New Business. < http://www.naijapreneur.com/startup-planning/> [Accessed 27th April 2015].
Scanga, Joel. (2015). Square Melons & Coming Up with New Ideas. <http://scangascience.blogspot.kr > [Accessed 27th April 2015].
Schilling, Mary Kaye. (2014). Get Busy: Pharrell’s Productivity Secrets. < http://www.fastcompany.com > [Accessed 27th April 2015].
Brown, Tim. (2009) Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. Harper Business.