EP // BRIEF 3 // D&AD PEARSON // PERSONAS

Personas are a way to truly understand the target demographic of the brief. Personas answer the question of, “Who are we designing for?” they help to understand what strategic approach to take and ultimately break down the fundamental goals the user wants to get from the product.

With this in mind, personas allowed me to understand a wide spectrum of users who would use e-mily. With this information If I designed for such a wide spectrum then the rest of the user's needs, wants, and goals would also be met. I looked at three students - first was Carston, a poor student from New Orleans who often works at home and has to look after his younger siblings. James, a middle-class student from Oxford who is an extremely intelligent and Adeela, a poor student from Afganistan who often can't attend school due to threats from militant organisations such as the Taliban.

You can find more info by looking at the full personas below.

EP // BRIEF 3 // D&AD PEARSON // ELEVATOR PITCH

Elevator pitch is a process I learnt at my placement at Magnetic North. It was a crucial part of the design process, that I can to love and benefit from myself. 

An elevator pitch is:

"An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organisation does. You can also use them to create interest in a project, idea, or product – or in yourself. A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name. They should be interesting, memorable, and succinct. They also need to explain what makes you – or your organisation, product, or idea – unique."

Apart from creating the elevator pitch to spark interest within a short period of time, it's an opportunity for me to understand the product. If I can't sum up my idea within a couple of sentences then it's a clear sign that I don't understand my concept, as well as I, think I do. 

The elevator pitch I wrote for e-mily is as follows:

For all students Who want to learn and collaborate on a digital platform which is familiar and unrestricted. The e-mily chatbot Is an e-learning experience Unlike ‘Linda.com’ which doesn’t provide a free service for students who really need it Our product is a convenience chatbot aimed at delivering the fundamentals of education to billions of students around the globe through the familiarity of messenger apps.

EP // BRIEF 3 // D&AD PEARSON // BRIEF

For the responsive module last year I entered into D&AD. It was a great experience in which I created some of my best work I've done. Unfortunately, the judges must be corrupt as I didn't win. I learnt a lot from the process and winners from last year and hopefully, I can adapt my final resolution for this year's entry. The brief I decided to choose was Pearson. 

The challenge was to:

Rethink the future of education around the world, with a product, service or campaign that shakes up learning for Pearson

1. Identify an issue, challenge or opportunity presented by the global scale of education in 2027 – ten years from now.
2. Design a product, service or campaign to address it.

This was my challenge, to create a product that can address the rise of globalisation. Coming from a digital background it was a perfect opportunity to address this matter within a digital resolution. How could I create an app that benefits students, keeping them connected to their education no matter where they are in the world? Another key issues I needed to consider was not only the rise of your average students but students who make up the rest of the population, such as disable students or students who can't attend school due to social issues such as poverty, war and even students who can't attend school because of threats from militant organisations. Even though these groups make up a minority they still need to be considered and not left behind or forgotten.