scott massing methods platform exercise

8/10/2019 Scott Massing Methods Platform Exercise

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DesignMethodsPlatform

Prospec-tive

Student

Activity

Need

Insight

GraduatingStudent

StudentEntryLevel

Practioner

Evaluate schools,programs, and

disciplines.

Determine spe-cialization, or

augmenting skillset to study.

Many dontknow there are

alternatives to anMBA, or searchterms to explore

Temporary ac-cess to SeeID-

style methodpreviews, synony-mous term links,method compari-

tor

Learning meth-ods, diving in,

trying them

Gain experience,learn by doing,

alignment tocourses taken,

Curation needed,uncommunicatedmethod evolution,random curricu-lum progression

Full access tocurated methodslibrary, templates,

and tutorials

Preparing portfo-lio, interviewing,

selling your value

Differentiate fromothers (ID, MBA),explaining designmethods & IDs

program

ID is self-selecting, non-af liates need

introduction andvalidation to

Public methodsportfolio showing

5 star examples &student-author

Merging intoproprietary pro-

cesses unfamiliarwith methods

Establish cred-ibility, feel securein employment,

demonstratevalue

Lone-ID-alumsneed help sellingthe value - evenat design rms,

culture change ishard

Exclusive ac-cess to methodscase studies inexchange for

providing futurecases

Expert

Driving procesleading others

turning the shihiring collabor

tors

Teach others ithe org, de nemetrics, open

innovation, grocompany

Many expertreturn to teach scout talent at

deeper level

Portal for pro

ect sponsorshipexclusive RecruID access, ran

student work

t Massing | Communication Strategy | Kim Erwin | Spring 2013

Design Methods Platform

Student User Journey


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Design Methods are like

Often we dont communicate what we mean Design Methods help optimize communication

Some confuse design methods to be formulaic insight calculators, when their real value comesfrom the communication required to populate them. This communication is what helps identifyinsights and expose the opportunity.

Scott Massing | Communication Strategy | Kim Erwin | Spring 2013

ESP for collaborators


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Communication Plan

Engagement participants:

Full time ID students: a homogenous group that through the self-selecting onboarding process at ID

arrive already believing in the value of learning and using design methodology. Because of a lack ofnaysayers in their learning environment, they may not develop the skills required to introduce and

justify the value created by the methods, or realize those skills may be critical towards initiating theirpractice after graduation.

Engagement goal (What do I want them to do?):

Better understand how some external stakeholders, not as familiar with design methodology, may ormay not perceive ID and its methodology. Building upon that experience, they would beginconceptualizing features of a platform to bridge this gap of misunderstanding, and afterwards bemotivated to provide seed content for a self-sustaining design methods platform.

Key Message:

Design methodologies are powerful tools, but involve a skillset foreign to many outside the designindustry. Working to understand the existing value systems related to innovation will benefit all designstudents, even those targeting employment amongst the design savvy in a consultancy, as you may needto convince a corporate client why she needs to pay for phases of work they do not understand.


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school would or would not benefit their company, and also to record any remaining questions theydlike answered.

The recruiters will also be asked to interview their companys executive responsible for innovation, and

determine what their thoughts are on sponsoring a semester long class of graduate students to reinvent

a segment of the business or product line. Theyd also be asked to obtain 3 key questions that wouldneed to be answered to secure funding of the sponsorship.

The 3 ID students will again remain at their stations with the recruiters speed dating around the circle ofstations, 20 minutes per station. The ID student will interview, the recruiter for 7 minutes about their

interview goals, HR needs, and understanding of the program and its emerging graduates. The studentwill then present their work for 3 minutes and then review and record similar aspects as they did withthe prospective students (10 minutes) .

The recruiters needs will be captured and adhered to side C of the cubes from earlier. The

corresponding answers, presentation benefits, an d suggestions for tools to augment comprehension goon side D. The remaining sides are reserved for the results of the Innovation Executive Exercise next.

Innovation Executive Elevator Pitch Exercise

The 3 ID students will again remain at their stations with the recruiters speed dating around the circle ofstations, 20 minutes per station. The ID student will interview the recruiter about what their executives

3 key questions were regarding sponsorship and then the two will work together for 10 minutes tocreate a short 1 minute elevator pitch. The recruiter will play the executive and the student therecruiter. They will get up and stand in the foam core elevator (2 sheets of 4x8 foam core in thecorner) and quickly show how the recruiter should convince the exec that they stand to benefit from

sponsoring a challenge at ID. Addressing each question with a solution provided by the platform.

The 3 questions will go on side E, with the rebuttals going on side F.

Wrap up

The cubes represent the platform, with opposite sides being the inputs and outputs with respect todifferent stakeholder groups. All the stakeholder groups mentioned in the exercise are fairly extremenon-users of our methodology, but if satisfied would ensure stakeholders with a higher alignment would

by default also be satisfied. The follow-up work would be to determine how the needs of onestakeholder group could be met by another, so that a self-sustaining platform could be created. For

example, the students would be encouraged to submit work if it were publicly viewed by recruiters.This in turn would help prospective students see what they would learn if they attended ID. This type ofsynergy is what is being sought in potential platform concepts.

scott massing methods platform exercise

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