Bobby C. Martin Jr.
Leland M. Maschmeyer
When designing a venture, it's crucial to determine who your target audience is, what might be most valuable to them, and how to deliver that value in a new experience or service. In this series of seminars, we will explore design research, value proposition design, and light prototyping in ways that set the student on the right path for more comprehensive experience design in the following semester.
This course will introduce students to the design sprint process and how it can help designers quickly form hypotheses and test them. With an emphasis on iterative and collaborative design thinking, we can use simple tools to get our best ideas into testable forms quickly with results that can deliver critical business insights.
This course will focus on the product development process. It will focus on the user experience testing, product design and identity development with an emphasis on team and capabilities building. The final deliverable is a complete first draft of the thesis pitch book.
In this course students will explore thesis concepts to be fully developed in the second year. This will be like thesis "boot camp" where students will take a disciplined process of idea generation that balances a personal passion with a practical market-driven opportunity. During this process we will focus on your core skills and base of knowledge that can best support your thesis and insure an outstanding result. The goal is to prepare you to enter the second year with a strong conceptual foundation to further develop your venture. This will not be the final thesis but a direction that has been tested for its fundamental viability in advance of further refinement.
This course enables students to apply their design, planning, writing and presentation skills to their thesis concept. Students will develop a comprehensive brand platform that reinforces the narrative behind the product or service, across all marketing applications. In addition, students receive consultation on naming, identity development, 2D, 3D and digital design, writing, manufacturing processes and time management. Five key criteria are used to measure thesis development —ingenuity, utility, universality, sustainability and beauty.
The power of design is its ability to communicate, but the enchantment of design is its ability to tell us stories and connect with us emotionally, in a way that is surprising and memorable. This class will explore the alchemy of design as a narrative device, in specific contexts, and over time. Using any media known or unknown, we will adventure into the realm of enlightenment, in print, digital, video, monumental or any other media.
This course will examine the general concepts of law and intellectual property law as it applies to the practice of design. The basic legal issues of contract and property law, within the creative context, will be examined. Among the topics explored will be the work for hire agreement, the consignment agreement and the agency agreement. The law of copyright, trademark, and patents also will be explored. Issues such as registering a copyright, copyright infringement, registering a trademark and trade dress infringement and patents (in particular design patents) will be examined from the perspective of the professional designer. In addition, design and information issues presented by new technology, such as the Web, will be included throughout the context of this course.
In this course, students will develop a comprehensive brand identity that reinforces the narrative of a chosen business or service. Theoretics readings will be complemented with historical and competitive audits to identify and leverage unique opportunities to develop the brand‘s story. There will be an emphasis on critical thinking, iterative design methodology, and a synthesis of research, design production, and presentation.
This course will inspire and challenge students to create a more personally powerful and culturally meaningful thesis. As students enter the completion stage and their thesis ventures take shape, they are advised, consulted and assessed on insightfulness of concept, relevancy of concept to intended market, quality of thinking, viability of product, craftsmanship of branding and overall project. With the input of their thesis advisors, students will also demonstrate rigorous user experience research and testing, market research and business capability. Design of the overall project is analyzed –from logo to product, from promotion to presentation– in a series of one-on-one critiques.
This course combines the ideas and skills inherent to design and literature towards an integrated, meaningful expression. Throughout the semester students will develop their creative writing skills through a sequence of exercises in continuous writing, observational writing, titling objects and images, theatrical improvisation, storytelling, writing from different points of view, structuring a narrative, writing as visual composition, reworking and editing. Selected texts from writing exercises are then set into a variety of book formats using any combination of typography, images and symbols. Emphasis is placed on finding a visual form that emerges out of the meaning, feeling and inherent shape of an original text. Historical and contemporary examples of "visual text" will be presented. The course focuses on the book format as a primary vehicle.
The venerable gallery launch exhibition is giving way to online and mobile platforms. To stay current and push the boundaries, this course will employ video and interactive media presentations as a means for thesis students to share their final projects in a more dynamic fashion. 30-second to two-minute video “promotions” or “documentaries” are incorporated into online and mobile platforms that serve to introduce their concepts and material results. The course is divided into conception and production sections. Students will develop narratives through storyboards and scripts. Shooting, lighting, sound, editing and authoring skills and programs will be taught. The final result is a 360 media launch, with a project video incorporated into both Ipad and online platforms.
The course is structured to help students examine their assumptions about their own work. It begins with a restaurant project where many design considerations intersect; i.e. communication, service, interior spaces, lighting, color, comfort, etc.
The course continues with a series of exercises that intend to disrupt or compliment the students working methods. Ultimately, the objective is to develop the students awareness of what they are already doing.
The thesis demands the highest level of pitch and presentation to demonstrate viability and sustainability. Students are guided throughout the semester to produce a convincing pitch book, which explains all the interrelated aspects of the venture. The pitch book and videos produced in Thesis Video and Media Launch class are the tools to bring thesis ideas to potential investors and producers. Presentation techniques are introduced. This leads to the Thesis Defense before the Thesis Review Committee and the final Thesis Forum at SVA Theatre, where students present to a live and online audience.
Design Decisions is a course on design thinking and design making. It acknowledges that designers deal with scale, and as a result are capable of creating powerful design gestures that multiply out into powerful design consequence. The course is hands-on; students build prototypes and create sketches each week, exploring design through various design lenses and personal point of view.
This course provides students with tools to build a business case into their theses. Through a series interactive workshops students will develop strategies to win support for their projects. By interpreting and deepening their summer research, students will articulate value created for targeted user segments and define the markets those segments represent. Exercises in Discovery-Driven Planning will familiarize students with income statements and help to develop roadmaps for iterative learning. Students will outline pricing and create tools for understanding revenue and cost calculations. In addition, the course will cover fundraising basics, team building and techniques for business storytelling.
User-centered interactive design is the focus of this course. It will examine how to put users at the heart of the experience, and explore the fundamental building blocks of all successful interactive products. Students will work on a semester-long project that will address the core phases of creating a successful digital product. All projects must consider how the product will adapt to specific platforms including desktop, mobile, tablet, wearables and the Internet of things. Guest speakers will share their insights of creating and working in the interactive realm.
A six-part lecture and presentation about our graphic designer ancestors. Each session will cover a particular movement from the last 150 years. The course is given by a professional designer presenting significant historical work, primarily to influence emerging graphic designers in originating their own creativity. In addition to slides actual samples will be presented. General discussion will be encouraged and students will relate their current work to that of the past.
Lectures on the history of graphic design. Themes include racism and design, symbolism and the swastika, type and culture, Modernism and the Modern, avant-garde magazines of the 20th century, the 60s design culture, 20s- 30s book jackets, and more. The final lecture is devoted to the life of Paul Rand.
This course familiarizes students with the requirements of a graduate level thesis. It will kick-start the product development process and introduce concepts of design thinking, research methods, business development and presentation skills. Bit the end of the course, students must declare their thesis topic.