,1.REFLECTION DESIGN THINKING 3
1.1 EMPATHIZE PHASE 3
1.2 DEFINE PHASE 4
1.3 IDEATE PHASE 4
1.4 PROTOTYPE PHASE 5
1.5 TESTING PHASE 6
2.REFLECTION NETWORKING 7
3.REFLECTION PRODUCTION LAB 8
4.REFLECTION PRODUCTION PROCESS 9
5. REFLECTION ROLE 12
6. BIBLIOGRAPHY 14
APPENDIX 15
APPENDIX: INDIVIDUAL INTERVIEWS 15
APPENDIX: SURVEY PARENTS 18
APPENDIX: SURVEY RESULTS KIDS 22
APPENDIX: PRODUCTION PROCESS 25
APPENDIX PRODUCTION PROCESS - INFLUENCERS 25
APPENDIX PRODUCTION PROCESS - FILTER CREATION 26
APPENDIX PRODUCTION PROCESS - EVIDENCE 1 27
APPENDIX PRODUCTION PROCESS - EVIDENCE 2 28
APPENDIX PRODUCTION PROCESS - BUDGET FREELANCERS 28
APPENDIX: PEER FEEDBACK 29
, 1.REFLECTION DESIGN THINKING
1.1 EMPATHIZE PHASE
The Process → The first phase for the design thinking is the Empathize phase. For this phase it
was essential to get a better understanding about our client, their problem, and their wished
target group. Since I did not know much about our client I did desk research for me to get more
information. This definitely helped me alot and gave me a better understanding about who my
client is and what their organization stands for. The idea for this assignment was to define the
scope of the problem of our client. In order for us to do this we concluded interviews, field
research and online surveys. After conducting all the interviews , it was important to do more
desk research on the problem as well.
Insights →Since we handed out 2 different surveys (1 for kids & 1 for parents) it was easier for
us to determine the right target group for our client. Since in our first meeting our client couldn't
really identify a specific target group. As for the survey for kids we had 34 responses. From this
survey we concluded that children up to 10 to 14 year olds were most interested in an
interactive event such as Dutch Media Week. What was surprising from the survey of the
parents was that 76 (82.6%) of the 92 responses had never heard of Dutch Media Week before.
But yet 59.9% of the responses were interested in attending Dutch Media Week after reading a
short explanation about what Dutch Media Week is about and what they stand for see
APPENDIX: SURVEY PARENTS. The survey also concluded that 97.8% of the parents would
not mind traveling to Hilversum. From the 3 interviews I concluded the insights were pretty much
the same as the responses from our online surveys. See APPENDIX: INDIVIDUAL
INTERVIEWS for my interviews transcriptions.
Collaboration → My chosen role for this
assignment was the Creative Manager. I was the
one who also created our logo for our creative
agency. And I wrote out multiple segments in the
report such as the target group analysis, unique
selling proposition, and the brand identity models
and also multiple visuals in the report.
Methods used; Interview target group, desk
research, and interview with the client.
1.1 EMPATHIZE PHASE 3
1.2 DEFINE PHASE 4
1.3 IDEATE PHASE 4
1.4 PROTOTYPE PHASE 5
1.5 TESTING PHASE 6
2.REFLECTION NETWORKING 7
3.REFLECTION PRODUCTION LAB 8
4.REFLECTION PRODUCTION PROCESS 9
5. REFLECTION ROLE 12
6. BIBLIOGRAPHY 14
APPENDIX 15
APPENDIX: INDIVIDUAL INTERVIEWS 15
APPENDIX: SURVEY PARENTS 18
APPENDIX: SURVEY RESULTS KIDS 22
APPENDIX: PRODUCTION PROCESS 25
APPENDIX PRODUCTION PROCESS - INFLUENCERS 25
APPENDIX PRODUCTION PROCESS - FILTER CREATION 26
APPENDIX PRODUCTION PROCESS - EVIDENCE 1 27
APPENDIX PRODUCTION PROCESS - EVIDENCE 2 28
APPENDIX PRODUCTION PROCESS - BUDGET FREELANCERS 28
APPENDIX: PEER FEEDBACK 29
, 1.REFLECTION DESIGN THINKING
1.1 EMPATHIZE PHASE
The Process → The first phase for the design thinking is the Empathize phase. For this phase it
was essential to get a better understanding about our client, their problem, and their wished
target group. Since I did not know much about our client I did desk research for me to get more
information. This definitely helped me alot and gave me a better understanding about who my
client is and what their organization stands for. The idea for this assignment was to define the
scope of the problem of our client. In order for us to do this we concluded interviews, field
research and online surveys. After conducting all the interviews , it was important to do more
desk research on the problem as well.
Insights →Since we handed out 2 different surveys (1 for kids & 1 for parents) it was easier for
us to determine the right target group for our client. Since in our first meeting our client couldn't
really identify a specific target group. As for the survey for kids we had 34 responses. From this
survey we concluded that children up to 10 to 14 year olds were most interested in an
interactive event such as Dutch Media Week. What was surprising from the survey of the
parents was that 76 (82.6%) of the 92 responses had never heard of Dutch Media Week before.
But yet 59.9% of the responses were interested in attending Dutch Media Week after reading a
short explanation about what Dutch Media Week is about and what they stand for see
APPENDIX: SURVEY PARENTS. The survey also concluded that 97.8% of the parents would
not mind traveling to Hilversum. From the 3 interviews I concluded the insights were pretty much
the same as the responses from our online surveys. See APPENDIX: INDIVIDUAL
INTERVIEWS for my interviews transcriptions.
Collaboration → My chosen role for this
assignment was the Creative Manager. I was the
one who also created our logo for our creative
agency. And I wrote out multiple segments in the
report such as the target group analysis, unique
selling proposition, and the brand identity models
and also multiple visuals in the report.
Methods used; Interview target group, desk
research, and interview with the client.
