Opportunity Identification

Instructor

Jeremy Alexis

This course teaches methods and approaches for phase 0 projects in design practice. Phase 0 projects ask designers to help business define new opportunity spaces for new products, services, and business models. The projects do not start with a defined problem, rather they ask the designer to help define high value problems that can be solved. This class will teach the methods required for exploring and investigating new opportunity spaces, including trend analysis, database research, segmentation studies, and market analysis. The outcome of this project is a clear point of view that will drive a phase 1 project.

Format & Grading

Format:
Classes will be conducted as lectures and discussions. There will be individual assignments.

Teamwork outside of class:
There will be no teamwork outside of class

Grading:
20% class participation, 40% weekly assignments, 40% final project

Assignment:
Each week students will need to produce a one or two page document. This document will be related to the content presented in the previous class. Students will be required to turn in this document 24 hours before class on SeeID to receive credit and feedback.

Schedule:
Week 1: Overview of phase 0 projects
Week 2: Hypothesis generation / secondary research
Week 3: User research in a phase 0 project
Week 4: Understanding trends and market forces
Week 5: Known user group, unknown industry / technology
Week 6: Known industry / technology, unknown user group
Week 7: Class review