Your Task for 5th March

1. Present a research design for the project

• We need just 4 slides..and nothing more! You will have 5 minutes to present;
• Target Audience Definition
• Research Grid – both life insight and customer journey mapping interviews.
• Information areas – the key areas you will cover in your discussion with
consumers (don’t design a questionnaire)
• Don’t include more than 20 interviews in your grid. You can choose to focus on
certain segments, explaining the logic for doing so.
• Don’t come back with any personas, prototype ideas, customer journey maps
at this stage as you will develop them after the research.

Video 1 and
Your Task for 8th/9th March

2. Check-in with WIP research findings

• In the next 2 days, you will start research and share WIP findings. We expect you would have
completed at least 8-10 interviews so you would be midway through your research
• You need to share
• 1 WIP Consumer persona
• Key consumer learnings about needs and expectations - Bonus marks if you include consumer
quotes, stories and real-life experiences
• 1 WIP customer journey map
• Do not present complete research findings – you will need a few more days
• Do not present a final customer journey map – it won’t be ready
• Do NOT present the brand experience, ideas and prototypes at this stage – you will work on these
in the next phase, after completing your research

Video 3
Your Task for 16th/17th March

3. Present your CXD solution

• Consumer Personas
• Customer Journey Map
• Define the brand experience you wish to offer using 3 words
• Identify at least 3 key brand markers that will differentiate your experience for
the key personas you are targeting
• Create a low fidelity prototype and do at least one round of testing with
consumers

Video 4