Strategic Product Design – Graduation project

Strategic Product Design – Graduation project

October 23, 2019 0 By Stanley Isaacs


My name is Mar, I am an SPD student and I am doing my graduation project for BMW. My project is really trying to identify innovation opportunities, but also business opportunities, in order to target millennials, so new generations. And the way that I do that, is not only by stating design guidelines for the new design, but also, I try to give it a layer that adds the strategic advantage, so I try to brand my design concepts for BMW only. My name is Mark van der Horst, I do the Strategic Product Design Master, and the title of my graduation project is ‘Exploring Gamification In Extreme Sports’. So my project entails a product and service, which is aimed towards serving multiple sports at once. And it does that, through gamification mechanics, which are presented to the user. I am Sergio Castellanos Arciniega, I follow the SPD program, and my project is about exploring the future needs for protective foot wear, and some specific industries. It’s an exploration of the Fuzzy Front End of a product. We are actually trying to find user needs, that can be solved through the capacities of the company, and that will present a worthy investment for the company. I started with desk research, followed by some quantitative research, and that was backed by qualitative research. What I am using is, first of all, scenarios and scenario planning techniques. The second one is workshops. And also perform interviews, and after that I planned my observations, I gathered all the data and analyzed it, combined all the results and findings into a design philosophy. And all those things together led to one road map and then focusing on the firsts steps of the road map, I made a design suggestion. So next I will develop my criteria for idea selection, and after that I will visualize my design concepts. But I also included an implementation plan of the design suggestions, to really tell the company ‘this is what is strategically solid to develop’. So what I learned during my graduation project, were some management skills, because you are expected to be your own project manager. And on the other hand, things that got confirmed from the SPD course is, for example, the visualization skills that you have as an SPD student. And that is really powerful, I found, in a business context. So what I have learned so far in this project has been, project management of people, time, agendas, planning basically. And also to refine skills, for example, executing workshops with different types of people, beyond users and more with experts. So why I like working with my mentor, is that he is a very approachable guy, and he is very, very insightful, he is always very helpful, and helping me along the way. And what I really like the most, is that we understand each other, and that we talk the same language.