23C79050 - Innovations in an Age of Constant Change, Lecture, 1.3.2022-14.4.2022
This course space end date is set to 14.04.2022 Search Courses: 23C79050
Final group report (DL 14.4 9pm)
Please review the instructions and rubric per section below carefully. If anything is unclear, do let us know in advance.
Deadline 14 April 2022 9pm
Why this assignment?
During this course, you have explored how design thinking can be leveraged to innovate in an age of constant change. This course was a chance to explore a range of tools, necessary mindsets, and cases that can enhance your ability to succeed in fast-paced, fiercely competitive markets. In this final essay you present the final value proposition you came up with as a team, and how the design thinking process supported you in reaching this.
Instructions
Write a report of approximately 3,500 words (~7 pages, excluding pictures, tables, references and appendices) in which you cover the sections described below. The number of words is an indication of the length, it is fine to have 20% less or more for each section - quality in terms of transparent argumentation, clarity, relevance and specificity matters more than quantity as such. Note that we ask you to include the assignments such as PESTEL analysis, stakeholder map, and pictures of your prototyping completed during the course as appendices that are not included to the word or page count.
Your grade will be an average of the 7 subgrades detailed in these instructions.
Subgrade 1 | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
Overall quality | All responses are placed under the correct, numbered headings, but the argumentation is lacking or unclear or the tone is not systematically professional. | All responses are placed under the correct, numbered headings The argumentation is mostly clear, but somewhat difficult to follow at times due to language issues | All responses are placed under the correct, numbered headings The argumentation is mostly clear and persuasive, and the language is mostly correct | All responses are placed under the correct, numbered headings The argumentation is clear and persuasive and the language is mostly correct | All responses are placed under the correct, numbered headings The argumentation is clear, persuasive and free from spelling and grammar mistakes |
1 Introduction (~500 words)
Describe the original company case and its market, contextualising the opportunity or challenge you have addressed.
Reference your PESTEL analysis and circular business model literature where relevant.
Topics to consider in this section are:
- What is the current value that the company adds? For whom, and how?
- How does the company respond to a circular economy approach? With which products and services?
- PESTEL dimensions (include the full PESTEL in appendix)
| 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
Opportunity | General case opportunity is identified, vague justification, not linked to PESTEL analysis. | General case opportunity is identified, shallow justification, hardly linked to PESTEL analysis. | A specific case opportunity is identified, shallow justification, somewhat linked to PESTEL analysis. | A specific case opportunity is identified, sufficient justification somehow linked to PESTEL analysis. | A specific case opportunity is identified, convincing justification clearly linked to the PESTEL analysis. |
2 Novel value proposition (~2,000 words)
This section has three subsections:
2.1 Proposition in a nutshell (~200 words)
2.2 Reasoning target audience (~400 words)
Which user, customer or stakeholder group are you targeting with this proposition and why? How do they fit into the larger stakeholder map of the company?
Reference benchmarking and interview insights that supported targeting this group.
Topics to consider in this section are:
- Benchmarking
- Relevant stakeholders (include the full stakeholder map in appendix)
- Key insights from interviews
- How Might We question
2.3 Detailed solution idea description (~1,400 words)
Justify and discuss the final idea you identified as worth exploring. What value does your solution idea deliver and how? Link products, services, and markets.
Describe the main characteristics or features of your proposed idea. How do they serve the needs of your target users, customers, or stakeholders?
Reference stakeholder and market research that supported going for these features.
Topics to consider in this section are:
- Solution idea components, features
- Solution idea level (product, product-service, spatio-social, socio-technical)
- Desirability, feasibility, and viability
- Storyboard
| 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
Target audience | Target audience is mentioned, but not clearly defined. | Target audience is somewhat scoped and defined, with some reasoning. | Target audience is clearly scoped and defined, with some reasoning. | Target audience is clearly scoped and defined, with good reasoning why this is a meaningful audience to target. | Target audience is clearly scoped and defined, with convincing reasoning why this is a particularly meaningful audience to target. |
Detailed idea description (value proposition) | Idea is unclear, although all key components are discussed. | Idea is clear, some key components are missing. | Idea is clear and tied to the identified opportunity, but key components are not aligned. | Idea is clear and detailed, most key components are tied to the identified opportunity. | Key components are very detailed, all clearly tied to the identified opportunity. |
Value of features | The response has mentions of value for each feature, but the justifications are vague or incomplete | Each feature is justified, explaining what makes it desirable, viable and feasible, but some of the explanations are unclear or generic | Each feature is justified, clearly explaining what makes it desirable, viable and feasible | Each feature is justified, explaining what makes it desirable, viable and feasible specifically for the target audience | Each feature is convincingly justified, explaining what makes it desirable, viable or feasible specifically for the target audience |
3 Further development (~1000 words)
3.1 Key assumptions (~500 words)
What were the key assumptions in your novel value proposition that require further testing and validation?
Which assumption(s) did you already target in your prototyping and testing? What kind of feedback did you gain and how was this incorporated into your solution proposal?
Reference your prototype plan that supported going for this prototype and test setup.
Topics to consider in this section are:
- Assumptions
- Experimentation plan
- Prototype and test plan
- Prototype (one photo here, more photos in appendix)
- Testing (results, quotes from users)
3.2 Next steps (~500 words)
Based on your analysis and the feedback you have received, how would you recommend the case company to proceed in attempting to capture the novel value proposition? What would be the next steps to take in further exploring the opportunity you have outlined?
Reference your user feedback and analyses that supported going for these next steps.
Topics to consider in this section are:
- Stakeholders
- Storytelling
| 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
Assumptions | Some assumptions have been identified, but the connection to testing is unclear or very limited feedback is reported. | The assumptions are clear and connected to the testing, but have limited reasoning or resulting insights. | The assumptions are clear and specific. A meaningful assumption has been prototyped, with some relevant insights identified as a result. | The assumptions are clear and specific with reasonable argumentation. A meaningful assumption has been prototyped, with relevant insights incorporated into the solution idea. | Assumptions are clear and specific. Justifications why these are key assumptions are convincing. Connection to testing is clear and feedback incorporated meaningfully. |
Next steps | Vague next steps are described. | Clear next steps are described, somewhat tied to the learnings, or company context. | Clear next steps are described, mostly tied to both the learnings and company context. | Specific next steps are described, tied to both the learnings and company case. | Next steps are specific, clearly tied to learnings, and the specific case company. |
References
E.g. books, papers, and websites
Appendices
- PESTEL analysis
- Stakeholder map
- Details of relevant prototype(s) and test(s)
- Other potentially relevant appendices, e.g. assignments, templates, and photos