Rubric & Mini-Scaffold - DT Project
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A: Analysis of a design opportunity
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• With your clients, you establish a design opportunity before engaging with the design
• Establishing the design opportunity often stems from a real-life problem, which needs to be solved
• By investigating this problem and design opportunity thoroughly, you can gain clear understanding of the marketing and design requirements for a product
Criterion A mark:
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Identify a problemPg#Research market & usersPg#Develop a design briefPg#Write marketing specsPg#Write design specsPg#
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◻︎ Decide on an appropriate problem that you will solve through the creation of a product. Use a design journal to brainstorm a range of ideas

◻︎ There should be a genuine need for your design and a genuine problem you can describe in depth. Should not be personal. Do not rush this step

◻︎ Clearly show evidence of the problem through a comprehensive questionnaire or detailed interview with the target market

◻︎ Provide further evidence of the problem. eg. photos, statistics, articles, results, invention calculator, google trends, constructive discontent, IDEO observation, empathy research, drivers for innovation

◻︎ Explain what the problem is in detail and justify why solving this problem is important (user, issues, location, frequency, potential)

◻︎ Describe how this leads to a design opportunity

◻︎ Decide on problem 1st. Write this last.
◻Conduct a balanced variety of appropriate primary/secondary and quantitative/qualitative research to further define the problem or clarify requirements

◻︎ Explain your key findings in a summary of user research that helps define the problem or clarifies requirements for a solution. Eg. observation, interviews, focus groups, field research, affinity diagramming, task analysis, behaviour, anthropometrics, UCD issues

◻︎ Review similar products or offerings and provide an analysis of competing or similar products

◻︎ Explain your key findings in a summary of market research that helps define the problem or clarifies requirements for a solution. Eg. market description, price of competing products, economic feasibility, technical viability, perceptual mapping, expert appraisal, literature search
◻︎ Write a design brief consisting of a Design Goal with the expected physical outcome and broad requirements determined from the market and user research

◻︎State the type of prototype you will be making and the scale of production at which you are aiming. Eg. fully functional working prototype, scaled prototype, aesthetic model

◻︎ State the end user of the product (this could be the target market or not) Eg. hippo roller, where market is NGO, audience is NGO, end user is someone in developing country

◻︎ Identify the relevant parameters of the problem with all necessary major constraints and success criteria

◻︎ Discuss the feasibility of the project, including cost, time, facilities, sustainability and scope
◻︎ Write a marketing specifications and justify the requirements, including:
Target Market - Broad. Consider sector and segments (geographic, demographic, psychographic and behavioural)
Target Audience - Differentiate from market. Eg. specify end users, personae. Needs to be narrow. Use personae to define the purchaser
Market Analysis - Summarize your market: size, potential barriers to entry, trends, life-cycle, growth. Appraise the economic viability: How many will buy it? For how much? (invention calculator).
User need - Which essential physiological and psychological needs must your product satisfy? (T 1.2/1.3)
Competition - Costs of competing products? Comparable function of competing products? Where the product will sit in the market compared to the competition (e.g. budget, niche, luxury)? What is the Market gap?
• Strategy for socially responsive design and pioneering products will need to be carefully considered
◻︎ Write a design specification indicating the requirements and justifications based on your design brief, research, and key findings. Include specific, feasible and measurable criteria for
• function
• aesthetic requirements
• cost constraints
• customer requirements
• environmental requirements
• size constraints
• safety considerations
• performance requirements/constraints
• materials requirements (properties)
• manufacturing requirements (how will you achieve a quality product?)

◻︎ Include reference to the testing procedures that will be used
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Topics: 5.1, 5.2, 5.3, 7.1, 7.2
Topics: 1.1-.3, 2.2, 2.6, 4.1, 5.5, 6.1, 6.2, 7.1, 7.3, 9.4
Topics: 5Topics: 1.2, 1.3, 5.7, 9.2, 9.4, 10.5
Topics: 1, 2.2, 2.6, 4.1, 4.4, 6.2, 7.1, 7.2, 7.3, 8.3
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2 pages2 1/2 pages1/2 page1/2 page1 page
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The work does not reach a standard described by the descriptors below
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1-3States a problemStates the key findings from relevant market and user researchDevelops a simple brief which identifies some parameters of the problemDevelops marketing specifications which state the requirementsDevelops design specifications which state the requirements
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4-6Identifies an appropriate problem which leads to a design opportunityDescribes the key findings from relevant market and user researchDevelops a brief which identifies some of the relevant parameters of the problemDevelops marketing specifications which outline the requirementsDevelops design specifications which outline the requirements
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7-9Describes an appropriate problem which leads to a design opportunityExplains the key findings from relevant market and user researchDevelops a detailed brief which identifies the relevant parameters of the problemDevelops marketing specifications that justify the requirementsDevelops design specifications that justify the requirements
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Reminders: pages should be clearly numbered; no front cover, no appendix, no table of contents; no names nor candidate number details on any pages; A4 portrait only; Arial 11pt type
Approximately 7 pages total
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Based on the IB Design Technology Guide, First Assessment 2016 - Released under CC-Share-Alike license ( https://creativecommons.org/licenses/by-sa/3.0/ ). Developed by Matthew Miller, John Zobrist, Carl Waugh, and many others.
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A: Analysis
B: Ideation
C: Development
D: Evaluation
E: Production
F: Marketing
Glossary
Pg Breakdown