A1 Experiential Learning Project Apply The Design Thinking A

A1 Experiential Learning Projectapply The Design Thinking Approach T

A1: Experiential Learning Project: Apply the Design Thinking Approach to the creation of a new service and prepare a presentation of the entire process. The presentation should include all the following major steps of the Design Thinking Approach: a) Understand. Referring to available sources (own experience, outside experts, etc.) research the current status quo on the concept you would like to develop. b) Observe: conduct ethnographic research through firsthand observation of potential users. c) Ideate: generate as many ideas as possible (using techniques such as brainstorming). Select the most promising idea. d) Prototype: translate the selected idea into a simple representation of the app or service. e) Test: interact with target users using the prototype, observe their reactions and behavior, and collect feedback to refine the concept. f) The project should also include a marketing plan for the new service. The final deliverable is a slide or visual presentation (format can be chosen by the team) that outlines each step above and presents the service concept. A visual representation of the service is mandatory. The project will be scored on four attributes: a) Application of the Design Thinking model—how well students apply the process to a real-world situation; b) Data transformation—ability to organize collected data into usable information using tables, figures, videos, etc.; c) Creativity—how creatively students develop the service and presentation; d) Originality—extent of applying innovation drivers in the project.

Paper For Above instruction

Applying the Design Thinking Approach for Service Innovation

The rapid evolution of customer expectations and technological advancements continually reshape the landscape of service development. In this context, applying the Design Thinking methodology offers a human-centered, innovative, and iterative approach to creating services that genuinely meet user needs. This paper details the process of applying the Design Thinking approach to develop a new service, structured around its core stages: Understand, Observe, Ideate, Prototype, and Test. Additionally, it integrates strategic considerations such as marketing planning and emphasizes the importance of creativity and innovation throughout the process.

Understanding the Context and Conducting Initial Research

The initial phase involves understanding the problem space by researching the current status quo concerning the proposed service concept. This includes gathering insights from available sources such as industry reports, academic literature, and personal experiences, complemented by consultations with outside experts. For example, the concept focuses on a digital platform that facilitates personalized learning experiences for adults re-skilling for new careers. This understanding phase reveals existing gaps in accessible, flexible, and engaging learning solutions tailored to adult learners’ unique needs, indicating a potential market opportunity.

Research methods involve reviewing scholarly articles on adult education and e-learning (e.g., Allen & Seaman, 2017) and analyzing consumer trends through recent surveys (Johnson et al., 2020). The goal is to establish a clear framework of the current environment to inform subsequent phases.

Observing Potential Users Through Ethnographic Research

Following the understanding phase, ethnographic observation is conducted to gain firsthand insights into potential user behaviors and preferences. This involves shadowing adult learners in community centers, interviewing participants, and noting their interactions with existing e-learning platforms. For instance, observing how users navigate these platforms uncovers pain points like interface confusion, lack of motivation, or time management issues.

This qualitative approach yields rich data about user habits and emotional responses, which can be organized into behavioral profiles. Recording observations via videos and detailed notes enables the team to identify patterns and prioritize features that address genuine user needs.

Ideation: Generating and Selecting Promising Ideas

During the ideation stage, brainstorming sessions generate a broad range of ideas without initial judgment. Techniques such as mind mapping, SCAMPER, and “Crazy 8s” facilitate divergent thinking. For example, ideas range from gamification elements to AI-driven personalized content recommendations. These ideas are then evaluated based on feasibility, user desirability, and alignment with the identified needs, leading to the selection of the most promising concept—a mobile app offering personalized, bite-sized learning modules with gamified incentives.

Prototyping: Transforming Ideas Into a Tangible Model

Once a concept is selected, a low-fidelity prototype is developed—a wireframe or simple app mock-up—using tools such as Figma or Adobe XD. The prototype provides a visual and functional approximation of the service, focusing on core features like onboarding, content delivery, and progress tracking. This basic representation enables quick iteration and facilitates meaningful feedback from potential users.

Testing and Refining Through User Interaction

Interaction with target users involves usability testing sessions where participants engage with the prototype in real-time. Feedback is meticulously collected regarding usability, engagement, and overall impression. For example, users might suggest clearer navigation or additional motivational features. Observations during testing reveal behavioral patterns, confirming or challenging assumptions made during earlier phases, and guiding iterative refinements of the prototype.

This cycle of testing and refining ensures the final service concept closely aligns with user expectations and enhances usability.

Marketing Plan Integration

The project incorporates a strategic marketing plan aimed at reaching the target demographic—adult learners looking for flexible re-skilling options. The marketing approach combines social media campaigns, partnerships with educational institutions, and targeted advertising based on data collected during research. Emphasizing the personalized nature of the service, messaging highlights flexibility, engagement, and career advancement, critical drivers for adoption.

Tools such as SWOT analysis and customer journey mapping are used to enhance the marketing strategy, ensuring effective communication of the service's unique value proposition.

Creativity and Innovation Drivers in Service Development

Throughout the project, creativity is emphasized in ideation and presentation stages. Innovative aspects include the integration of AI to personalize learning paths dynamically and gamification to motivate continuous engagement. The prototype’s visual representation employs engaging infographics and simulations to demonstrate user flow and feature functionality.

Applying innovation drivers—such as technology adoption, emotional engagement, simplicity, and accessibility—ensures the service stands out in a competitive landscape, offering a transformative learning experience that addresses real user pain points.

Conclusion

Applying the Design Thinking approach has proven to be a powerful framework for developing human-centered and innovative services. From initial research and user observation to ideation, prototyping, and testing, each phase contributes valuable insights that shape the final concept. Moreover, integrating a marketing plan and leveraging creativity and innovation drive the service’s potential success. By systematically transforming observations into a refined, market-ready solution, this process demonstrates how Design Thinking fosters meaningful innovation aligned with user needs.

References

• Allen, I. E., & Seaman, J. (2017). Digital Learning Compass: Distance Education Enrollment Report 2017. Babson Survey Research Group.
• Johnson, L., Adams Becker, S., Estrada, V., & Freeman, A. (2020). NMC Horizon Report: 2020 Higher Education Edition. EDUCAUSE.
• Brown, T. (2009). Change by Design: How Design Thinking Creates New Alternatives for Business and Society. HarperBusiness.
• Martin, R. (2009). The Design of Business: Why Design Thinking is the Next Competitive Advantage. Harvard Business Review Press.
• Kelley, T., & Kelley, D. (2013). Creative Confidence: Unleashing the Creative Potential Within Us All. Crown Business.
• Liedtke, C. (2018). Ethnography for User Research. Routledge.
• Plattner, H., Meinel, C., & Leifer, L. (2015). Design Thinking: Understand–Improve–Apply. Springer.
• Brown, T. (2012). Design Thinking. Harvard Business Review, 90(9), 84-92.
• Kimbell, L. (2011). Rethinking Design Thinking: Part I. Design and Culture, 3(3), 285-306.
• Seidel, V. P., & Fixson, S. K. (2013). generative design: The role of design iteration in developing innovative products. Journal of Product Innovation Management, 30(4), 586-602.