The Assignment
Here’s a recap.
—
Define a clear problem
statement.
—
Conduct cultural, category
and consumer research. After a few days of research, organize your learning
into insights across the consumer, category and cultural buckets.
—
Inspired by these insights,
freeform ideate.
—
Share your breadth of ideas,
evaluate them and build an argument for the idea(s) you think is the strongest
Using your medium of choice (Word,
PowerPoint, InDesign), describe and visualize your idea. Demonstrating your
process and showing how you got to the idea will be just as important as the
final idea itself.
Grading Criteria
Based
on the nature of the assignment, we thought it would be best to evaluate the assignments
based on four different criteria:
—
Insight – We evaluated how strong and compelling the insights you
developed were. Did you identify a real need in people’s lives? And, how well
did you pinpoint the opportunity? As part of this we also looked at your
problem statement to evaluate how strong, specific and compelling it was.
—
Storytelling – We looked at how well you crafted a compelling, concise
and clear story. Was it easy to follow and did you build a strong case for your
ideas?
—
Ideas – We assessed how original and innovative your ideas were. With
that, we were looking to see if you had a breadth of ideas of which you were
able to sell your winning idea.
—
Process – We assessed how rigorous, thorough and well-researched your
work was.
For
each of these we’ll provide a grade on a scale from 1 to 4, making the total
assignment worth 16 points.
Melissa Nickell
Insight
4/4
I was blown away
by the depth and quality of research. While the insight and opportunity may be
a bit niche, I totally understood them both from all angles. I was really happy
to see how used research to develop a strong case for innovation.
Storytelling
4/4
The printed
booklet that you hand delivered was a special touch of storytelling that must
have taken a lot of time. It was a smart idea that helped put me in the mental
space of the category. The design of each page and the cues that you borrowed
from maps, guides and other nature communication were really smart. Great work.
Idea
4/4
The idea is simple
and seemed to perfectly address the problem, insight and opportunity you had
presented. I like that you considered the business model and admitted your reluctance
to use technology and an app. This fact in particular showed how you considered
the pros/cons of your idea, and used this analysis to determine what was best -
instead of letting your preference decide. To go the extra mile and think about
partnerships, brand and campaign was really impressive.
Process
4/4
Absolutely blown
away by the style of approach, depth of thinking and documentation of it all!
Total:
16/ 16
Thanks Brian and Ashley for taking the time to review my work, I know you guys are busy and of course thanks for liking my project.
