Week 10: Peer reflection, thinking by doing, testing and refining design
Lecture:
In this week’s lecture practitioners share insights into their innovative approaches, highlighting adaptability, hidden narratives,
user-centric design, and strategic shifts. These notes show dynamic thinking and creative problem-solving in the design field.
Please identify and explain a development process / activity where you had to evolve a
more revolutionary approach to solve a project.
Torsten Posselt, FELD:
Engaged by Volkswagen for a project on autonomous driving.
No specific brief, led to exploration of how autonomous driving impacts human-machine interaction.
Shifted perspective from designers to ordinary human beings to understand communication needs.
Conducted a digital 'theatre play' involving an app and text conversations, mimicking empathic intelligence.
Emphasised the process as the outcome, creating an exhibition to challenge perceptions of autonomous driving.
Matthew Jones, Accept and Proceed:
Worked on a campaign for Canary Wharf's residential development.
Struggled to agree on a campaign line, used an algorithm to generate 1,420 different headlines from past articles.
Black posters with white type displayed varying headlines across platforms.
Settled into a system where type layout depended on the source of the article.
Allowed an algorithm to write headlines, creating bold statements and dynamic combinations.
Wouter Dirks, Studio Dumbar:
Redesigned the visual identity of Amsterdam Sinfonietta, a string orchestra.
Faced the challenge of redesigning after 15 years of working with the client.
Developed a program using processing where typography and form interacted with sound.
Captured screenshots in the middle of motion for print material to represent music visually.
Your research task this week is to return to the initial notes that you made about your chosen Industry Set brief in Week 5.
Are you answering with the demands of the brief?
Are you aligned with your creative strategy?
Are you on-track with your project plan?
Looking back on my notes for this brief, I wanted to raise awareness and engagement with the Science Museum Group's digital archive collection.
For my notes I set myself a serief of touch points for the campaign I was going to produce these were as follows:
• Campaign Objectives
• Target Audience
• Key Messaging
• Campaign Channels
• Campaign Timeline (Pre-Launch, Launch, Mid Campaign, Post Campaign)
• Campaign Deliverables
These touch points became the foundation for planning of this project and helped with keeping the project on track.
Research Task:
