marketing of new service

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 Design Thinking Approach:

a) Understand. Referring to available sources (own experience, outside experts …) research the status quo on

the concept you would like to develop

b) Observe: conduct an ethnographic research by firsthand observation of potential users

c) Ideate: create as many ideas as possible (use techniques as brainstorming). Select the most promising idea

d) Prototype: translate the idea into a simple representation of the app

e) Test: the model with target users. Interact with them. Observe their reactions and behavior and collect

feed-backs to refine the concept

f) The work should also include the marketing plan of the new service.

Outcome requirements:

The slide/visual presentation (format can be selected by the team) will contain the steps in the agenda

mentioned above and it will present the service concept. A visual representation of the service is mandatory.

The Experiential Learning Project will be scored across four (4) attributes based on:

a) Applying the Design Thinking Model. For this first score, the instructor will assess the extent to which

students are able to apply the model into a simulated-real life situation

b) Transforming observations and data into usable information. For this second score, the instructor will

evaluate the extent to which students were able to organize information collected on field analysis in a

presentable fashion (i.e., table, figures, videos …)

c) Creativity: For the third score, the instructor will assess the extent to which students are able to apply

creativity in a new service development and into the presentation itself

d) Original Results: For the fourth score, the instructor will assess the extent to which students are able to

apply the innovation drivers to their project