project 2: tailored communication (synthesis)

“Tailoring strategies are critical... because subjective cultural values hugely impact the appropriateness, resonance and the interpretation of a persuasive message.” K. McCoy

brief
Design a persuasive and tailored advertisement – for a product, service or cause that addresses a relevant and timely behavior, obstacle or characteristic – that is targeted to your sub-culture.

project objectives
• Successfully synthesize research and analysis from project 1.
• Showcase excellent conceptual thinking, visual sensibilities and digital craftsmanship.
• Propose and design an appropriate and engaging communications strategy*

*A strategy defines:
• who is the niche audience (your sub-culture)
• the Product, Service or Cause (PSC) being promoted
• the reason the audience values the PSC?
• the sponsoring organization that also values that PSC
• a tailored message (copy and look&feel) that promotes the PSC
• a tailored channel (aka media selection and location) for that message and audience

matrix
5 columns x 10-12 rows = 10-12 ideas (in words).

The column headers are:
1. why: core behaviors, obstacles and characteristics (10-12)
2. what: existing products, services and causes (these correlate directly to #1)*
3. who: sponsors (private or public sector, can be repeated, these correlate directly to #2)
4. how: message (brainstorm possible ideas, these encapsulate #1 & #2)
5. where: singular channel** (list placement, can be repeated)

**channels may include, but are not limited to:
virtual: email blasts, animated web banner ad, webpage take over, etc.
print: newspaper or magazine ad, t-shirts, direct mail or postcard
outside: street banner or billboard, vehicle wrap, guerilla marketing, etc.
inside: point of purchase display, packaging, hang tags, etc.

required readings
• RESEARCH BOOKS
• Visible Signs by David Crow, pages 108-111, 116
• Maximize the Message by Katherine McCoy
• Local Lingo by Alice Twemlow
• Pop Artist by Linda Tischler

deadlines/deliverables
Note: the dates indicate section 02 first (MW am), section 01 second (WF pm).
1. 2/29, 3/2: in-class charrette
2. 3/5, 3/7: review strategy ideas (matrix), lecture
3. 3/7, 3/9: review concepts (sketches)
3/7 required lunch lecture
spring break
4. 3/19, 3/21 — 6. 3/26, 3/28: review iterations (digital)
7. 3/28, 3/30: final class crit with guest:
present ad at scale and in context on 11x17 landscape page
8. 4/2, 4/4: turn-in for grading

project 1: documentation

Present your research and analysis in a thoughtfully crafted book that meets these criteria:

Audience
designers (yourself, peers, professionals)

Intent
The book functions as a reference document that provides insights that can be used to inform any number of design interventions and communications campaigns intended for this particular sub-culture.

It is also a format to thoroughly showcase all your research methods/process (including secondary research, culture probes, etc).

Content
Conventional book contents including but not limited to: cover, table of contents, introduction, content organized into chapters, visual examples and analysis, properly cited source material, etc.

Form
A well-crafted design that is appropriate to both content and audience.

Production
Select size options from Blurb, page quantity open. Print and bound for final crit/evaluation, Blurb by spring break.

Credit badge
Either download this graphic (insert your names) OR typeset your own using the exact same content. Place credit on back cover.

Final Crit 2/29 (2 weeks)
Also post final statement to blogs.

project 1: methods & analysis

1. research methods
Gather information on your sub-culture via a selection of the following research methodologies:

inquiry (both required)
• 2 in-person interviews
• secondary research

self-reporting/leave behinds (choose 1 or more)
• making prompts
• writing prompts
• camera journals
• culture probes (any method of creative information gathering)

observation/documentation (choose 2)
• still photo survey (actions)
• artifact mining (objects)
• guided tours
• behavioral mapping
• shadowing

2. analyze
Interpret and visualize your findings from above via each of the following analysis techniques:

1. two personas (e.g. novice & expert)
2. visual & verbal audit (communication codes)
3. affinity diagrams (values, traits, goals)
4. task analysis (behaviors, obstacles, decision points)

for your reference
• The Culture Probe
• Develop Personas
• Task Analysis
• Affinity Diagrams
• Todd Selby

project 1: design research

“The tools of design research allow designers “to claim and direct the power of their profession.” B. Laurel

“Research is “the act of extending the boundary of a design situation so as to have large enough, and fruitful enough, search space in which to seek a solution.” C. Jones

brief
Research a sub-culture and document your findings in a book.

project objectives
• Understand and employ various design research methodologies and analysis techniques.
• Gain a comprehensive understanding of user motivation and define unique audience characteristics, values and cues (for use in subsequent class projects in UX and IA).
• Showcase excellent digital craftsmanship, information organization and visualization.
• Work collaboratively.

deadlines/deliverables
Note: the dates indicate section 02 first (MW am), section 01 second (WF pm).
1. 1/23, 1/25: assign sub-cultures
2. 1/25, 1/27: share secondary research
3. 1/30, 2/1: review field research
4. 2/1, 2/3: present research (5-7 min)
secondary research, interview, field reporting data

5. 2/6, 2/8 — 7. 2/13, 2/15: review analysis
2/15 guest critic
8. 2/15, 2/17: present analysis (5-7 min)
personas, audits, diagrams, visual analysis

9. 2/20, 2/22: review book design directions
10. 2/22, 2/24: review progress (half complete)
11. 2/27, 2/29: review near-final book
12. 2/29, 3/2: final crit (7-10 min)

sub-cultures
avid marathoner, pub trivia geek, urban chicken farmer, roller derby girl, yogi, hipster knitter, motorcycle enthusiast, wiccan, bbq competitor, francophile

resources/required readings
• Audience consent form (required signature from all interviewees)
• Designing for Interaction
• Design Research, Ed. Brenda Laurel, p 22-23 (“Section one introduction”)
• Design Research, Ed. Brenda Laurel, p 30-33, 36-37 (“Ethnography and Critical Design Practice”)
• Visual Communication by Jonathan Baldwin, p 74-77, 96-97• GD305-design-research-lecture