Design Based Research afstudeeropdracht (scriptie)

,Inhoudsopgave
1. Discover fase ....................................................................................................................... 5
1.1 Opdrachtgever .................................................................................................................... 5
1.1.1 Huidige situatie ............................................................................................................... 5
1.1.2 Gewenste situatie............................................................................................................ 6
1.1.3 Vraagstuk ........................................................................................................................ 6
1.1.4 Doelgroep ....................................................................................................................... 6
1.2 Verantwoording onderzoek .................................................................................................. 7
1.2.1 Methoden ....................................................................................................................... 7
1.2.2 Betrouwbaarheid en validiteit ........................................................................................... 8
1.3 Resultaten .........................................................................................................................10
1.3.1 Interne analyse.............................................................................................................. 10
1.3.2 Externe analyse ............................................................................................................. 11

1.4 Conclusie en ontwerpvraag ................................................................................................12

1.5 Verantwoording van tweede kerntaak ..................................................................................13

2. Frame & define fase ............................................................................................................. 14

2.1 Verantwoording onderzoek .................................................................................................14
2.1.1 Methodologie ................................................................................................................ 14
2.1.2 Betrouwbaarheid en validiteit ......................................................................................... 14
2.2 Verantwoording van de frames ............................................................................................16
2.2.1 Frame 1: Online zichtbaarheid ....................................................................................... 18
2.2.2 Frame 2: ONline marketing ............................................................................................. 18
2.2.3 Frame 3: Informeren ...................................................................................................... 18
2.2.4 Frame 4: Exclusiviteit ..................................................................................................... 18

2.3 Verantwoording van de frameboards ...................................................................................19
2.3.1 Online zichtbaarheid ..................................................................................................... 20
2.3.2 ONline marketing ........................................................................................................... 20
2.3.3 Informeren .................................................................................................................... 21
2.3.4 Exclusiviteit ................................................................................................................... 21
2.4 Verantwoording ontwerpcriteria ..........................................................................................22

2.5 Verantwoording tweede kerntaak ........................................................................................24

3. Develop fase ....................................................................................................................... 25
3.1 Verantwoording onderzoek .................................................................................................25
3.1.1 Methodologie .................................................................................................................... 25
3.1.2 Betrouwbaarheid en validiteit ............................................................................................. 26
3.2 Verantwoording twee gekozen frames .................................................................................27

3.3 Verantwoording voor low-fidelity .........................................................................................28
3.3.1 Video marketingcampagne ............................................................................................ 29
3.3.2 Spaaractie campagne .................................................................................................... 31
3.4 Low-fidelity prototypes .......................................................................................................34



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, 3.4.1 Video marketingcampagne ................................................................................................. 34
3.4.2 Spaarprogramma ............................................................................................................... 35
3.5 Verantwoording tweede kerntaak ........................................................................................35

4. Deliver fase ......................................................................................................................... 37
4.1 Verantwoording onderzoek .................................................................................................37
4.1.1 Methodologie ................................................................................................................ 37
4.1.2 Betrouwbaarheid en validiteit ......................................................................................... 38
4.2 Verantwoording gekozen high-fidelity prototype ...................................................................39
4.3 Verantwoording eindproduct ..............................................................................................41
4.4 Eindproduct.......................................................................................................................43
4.5 Verantwoording tweede kerntaak ........................................................................................44

Bibliografie .................................................................................................................................. 46

Bijlage 1. Persona’s ...................................................................................................................... 53

Bijlage 2. Interviews Altijd Bekend ................................................................................................ 54

Bijlage 3. Marketingmix ................................................................................................................ 62

Bijlage 4. 7S-model ...................................................................................................................... 64

Bijlage 5. Interviews doelgroep ..................................................................................................... 66

Bijlage 6. DESTEP-analyse ............................................................................................................ 68

Bijlage 7. Concurrentie vijf-krachten model van Porter .................................................................. 70

Bijlage 8: Stakeholdersmap.......................................................................................................... 72

Bijlage 9: Empathy map ................................................................................................................ 74

Bijlage 10: SWOT-analyse ............................................................................................................. 75

Bijlage 11: Kringbijeenkomst poster.............................................................................................. 77

Bijlage 12: Divergeren en convergeren .......................................................................................... 78

Bijlage 13: Deskresearch zes frames ............................................................................................. 79

Bijlage 14: Framing: FRAME .......................................................................................................... 81

Bijlage 15: Verantwoording ontwerpcriteria ................................................................................... 85

Bijlage 16: Test met de opdrachtgever ........................................................................................... 87

Bijlage 17: Test met de doelgroep ................................................................................................. 90

Bijlage 18: Aangepaste frameboards ............................................................................................. 94


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, Bijlage 19: Deskresearch low-fidelity prototype video marketingcampagne .................................... 96

Bijlage 20: Low-fidelity prototype marketingcampagne video ......................................................... 97

Bijlage 21: Deskresearch low-fidelity prototype spaaractie ............................................................ 98

Bijlage 22: Deskresearch goede doelen....................................................................................... 100

Bijlage 23: Low-fidelity prototype spaaractie ............................................................................... 103

Bijlage 24: ICE-methode vragen .................................................................................................. 104

Bijlage 25: Interviews low-fidelity video marketingcampagne ...................................................... 107

Bijlage 26: Interviews low-fidelity spaaractie .............................................................................. 110

Bijlage 27: Mid-fidelity prototypes .............................................................................................. 113

Bijlage 28: Interviews mid-fidelity video marketingcampagne ...................................................... 116

Bijlage 29: Interviews mid-fidelity spaaractie .............................................................................. 117

Bijlage 30: High-fidelity eindproduct ........................................................................................... 118




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