Lecture 3 - Problem Statement
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The document emphasizes the importance of formulating a clear and actionable problem statement in design, which bridges the gap between the current and desired state by considering user needs and insights. It also outlines the significance of a design statement, which serves as a creative strategy to communicate effectively with the target audience and guide the design process. Key elements of both statements include human-centered focus, creative freedom, and the necessity for a compelling call to action.
Lecture 3 - Problem Statement
- 4. *Problem Statement A problem is the perceived gap between the existing state and a desired state.
- 5. A problem statement is a clear concise description of the issue(s) that need(s) to be addressed. An integral part of the process of design is the identification and definition of a meaningful and actionable problem statement which the designer will focus on solving. It is the most challenging part of a design project which requires a synthesis all observations and data gathered. The problem statement brings clarity and guides the ideation process in the right direction. *
- 6. To identify the problem statement, it is vital to answer each of these questions: *What is the problem or need? *Who has the problem or need? *Why is it important to solve? In design terms, it can be defined as: *Who = user *What = need *Why = insight gained from research and analysis *
- 7. A good problem statement should be: *Human-centred. The problem statement must be framed according to users, their needs rather than focussing on technology, monetary gains etc. *Broad enough for creative freedom. It should not focus too narrowly on a specific method regarding the implementation of the solution. *Narrow enough to make it manageable. Problem statements should have sufficient constraints to make the project manageable. *
- 9. *Design Statement A Design statement is also called the Creative Strategy. It outlines how the design will appeal to the target audience and meet the project goal(s).
- 10. The design statement challenges the designer to take action to address the need and to solve the problem. It states clearly how the designer intends to solve the design problem. The overall goal of any brand strategy is to effectively communicate to the audience. It should be a general narrative that allows flexibility regarding the type of product and adaptability to different media. The design statement may also contain an underlying theme or very important constraint. *
- 11. A good creative strategy addresses the following: *Message/Tone: It sets the purpose of advertising, specifies the message (what) is going to be the approach - Is it going to create interest, remind them about the product/service, inform them about the updates etc. The design statement should also explain the tone (how) will the message reach the target audience. *Call for Action: A call for action is an element of the design that prompts your visitors, leads, and customers to take action. It is, quite literally, a "call" to take an "action.“ The creative strategy helps comprehend this call for action. *
- 12. While deciding the creative strategy keep "AIDA" in mind: *Attract Attention *Hold Interest *Arouse Desire *Motivate Action *
- 13. * Case Study: Coca-Cola https://www.dandad.org/en/d-ad-coca-cola-case- study-insights/ What to Learn From Tropicana’s Packaging Redesign Failure? http://www.thebrandingjournal.com/2015/05/wha t-to-learn-from-tropicanas-packaging-redesign- failure/
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