Design Strategy: Audience Readiness & Critical Thinking
|Educator/s:||Marty Maxwell Lane|
|Institution:||University of Arkansas—Fayetteville|
|Category:||Design Methods, Experience Design, Service Design, Systems|
|Filed Under:||Campaign, Client-based, Design for Good, Design Futures (Designer of 2025), Design Research, Digital, Diversity, Four-year Program, Inclusive Design, Mapping, Mobile Application, Poster, Social Impact|
This semester we will work with the Vice Chancellor’s Office for Diversity and Inclusion on the University of Arkansas campus. Our primary charge is to raise awareness about the D&I efforts on campus and demonstrate why D&I is a critical component of a successful campus. How might we create a targeted narrative that is evolving and more than a static brand? How might you create experiences that resonate with audiences and push them a bit closer towards advocating for diversity and inclusion on campus?
You will work independently this semester to create a design strategy and resulting artifacts that targets specific audiences. There are no media restrictions as your artifacts should respond directly to your research. To develop your design strategy, we will use a unique framework that combines Robert Ennis’ Critical Thinking Competencies and David Rose’s Audience Receptivity Gradient.
• Independently conduct research (primary & secondary) on a topic at an advanced level
• Apply research knowledge to the thoughtful creation of a design strategy
• Demonstrate an understanding of systems thinking through the development of an appropriate strategy
• Create memorable artifacts that are refined and well-crafted
• Design across a range of media
• Explore new (to you) media areas and means of making
• Present compelling narratives to articulate your research and proposed artifacts
Design Strategy Presentation to client
Concept Presentation to client sharing two directions
Final Design Presentation to client including 3-5 artifacts
Robert Ennis’ Critical Thinking Competencies
David Rose’s Audience Receptivity Gradient
Overall, this was a wonderful experience for me, the students, and the client. The students were a bit overwhelmed at times with the complexity of the strategic framework but by the end of the semester, they felt confident not only in using the framework, but also explaining it to others. When first partnering with the office for Diversity and Inclusion, I wanted to do more than just create awareness about the work they were doing, but that was what the office really needed. By integrating the use of the Rose/Ennis framework, it elevated the course to a more systems based space that resulted in a higher level of learning for the students. I was happy that the student outcomes spanned across media, ranging from augmented reality posters, to interactive mapping experiences, to ‘on-boarding’ kits.