Thesis 2: Activity / User Testing Research Methods

As I continue my journey through my Master's degree in graphic design, each week presents new challenges and opportunities. This past week, starting from February 6th, I had a significant meeting with the Marketing Director at Expo Party Rentals, following up on our initial discussion from January 19th. This meeting provided me with valuable insights and revealed some interesting developments.

< Me and Elena, the new Expo Event Productions Marketing Director

Firstly, I learned that the Marketing Director, who is new to the position, has prompted a change in the company's focus. Expo Party Rentals has rebranded itself as Expo Event Productions and is now targeting the corporate sector in addition to its existing customer base. This shift means I need to adjust my project slightly. While I continue designing with Gen Z in mind, the marketing efforts will now cater to corporate clients. However, the Marketing Director assured me that my project still fits well with their revised strategy.

I also took the opportunity to refine the DZN logo based on feedback I received from previous user testing sessions. I made some changes to ensure the logo looks more polished and final.

For this week's assignment, I had to choose appropriate options for user testing. I referred to the book "Universal Methods of Design" for guidance and selected three methods that I believe will work well for my project:

1. Desirability Testing: This method will help me understand what Generation Z likes and thinks about Expo Event Productions' branding. It will ensure that everything, from the website to the ads, resonates with them.

2. A/B Testing: By comparing two options, I can determine which design elements Gen Z prefers, helping me make informed decisions to improve their online brand experience.

3. Crowdsourcing: Since Gen Z likes to be involved in the creative process, this method allows them to contribute their ideas, making them feel more connected to the brand.
   

Additionally, I met with Prof. Laurie this week, who provided valuable advice on managing the project's scope. We discussed strategies to maintain focus, especially considering the complexities of extending DZN's brand guidelines to Expo Event Productions. Prof. Laurie emphasized the importance of keeping the design minimal and fostering collaboration between the marketing team and myself.

Looking back on the week, I feel confident about the progress made. Moving forward, I will concentrate on refining the DZN website design, expanding the case study section, and outlining a comprehensive brand guide.

As I continue with my thesis project, I am excited about uncovering innovative design solutions that resonate with Gen Z and cut through the noise of modern marketing.