Theme description
You will work on developing a digital user-centered design solution for a company called Youth for Understanding. You are expected to develop an increased business understanding including analysing the business environment, the market, understanding the role of competitors and business strategy - mainly communication and campaign strategy. You should also get an understanding of the relation between understanding the company and its situation and the choice of media platforms. The theme has an emphasis on digital communication and social media. Furthermore you will work with video and coding the prototype solution.

Purpose
The main purpose of the theme is to work with user-centered design and user experience (UX). In order to develop a concept that is fulfilling for the company and the user of the company’s products, it is essential to learn how to analyze the market of the company, the business environment, the competitors and in general developing a stronger business understanding - primarily according to digital marketing and communication.

The purpose of the theme is also to develop and build a digital UX-focused prototype of a campaign website for YFU that meets their requirements - as well as producing
one or more video(s) to be used as a part of the campaign.

User interface development:
The subject area comprises the design and development of digital solutions with
special emphasis on the production of user interfaces. The focus is on all aspects of
the development process based on common development methods, including
planning, design and production of digital media tasks.

Here you’ll learn:
We are going to work further on implementing elements from agile, incremental
development methodology (SCRUM).We are also going to work with testing
(usability, think aloud) in order to iterate, refine and optimise the digital media
production (the campaign website) the students are going to develop during the
theme We are going to talk further on - and learn how to prioritise tasks (poker
planning) And we are going to work with Social Media and learn how to - and how
important it is for digital media platforms (both physical, e.g. different screens - but
also digital formats e.g. web sites and social media presence (FB, instagram,
youtube etc.) to be considered as a collective part of the whole communication - and as such argue in favour of the value-adding nature of solutions for digital user
interfaces.

User experiences:
The subject area comprises the design and development of digital experiences with a
focus on understanding the user, the user’s interaction with solutions as well as on
evaluating and testing solutions, including the use of data.

Here you’ll learn:
We are going to work very much in a co-creative mode, where the users and their
preferences are going to be essential for how the campaign is going to be developed
and executed. We are going to visit an elementary school several times where you
will be given the ability to conduct various different tests - both when conceptualising
the campaign and verifying its functionality. We are going to work with surveys, focus
group interviews, Bipolar emotional response test and think aloud testing. You are
going to use your previous obtained knowledge to produce proper personas,
customer journeys and user scenarios to be used when developing your campaign
prototypes. We are going to work with digital touchpoint(s) and the digital user
journey as planning and assessing tools when working with user-centred content
production.

Content production:
The subject area comprises content production for selected digital media. The focus
is on understanding digital media and relevant types of content as well as on the
dissemination and use of data.

Here you’ll learn:
Video as a content format being used when conducting targeted communication
towards stakeholders - here primarily users/customers. We are going to work on
various different media platforms. We are going to discuss and learn about what
different user experiences related to the digital platforms in question might mean to
production of content for the different platforms.

Business:
The subject area comprises business models, data understanding, the basis of
existence of a business and the multimedia designer’s role in the value chain.

Here you’ll learn:
You are going to be introduced for different models for analysing stakeholders and
competitors. You are going to conduct your own stakeholder- and competitor analysis
and use obtained data/knowledge for developing a sound (communication) strategy.
You are going to be introduced for and work with The golden circle - a model for
framing a company’s strategic intent - as well as value- and selling propositions to
frame the more strategic intentions and communicative goals of your forthcoming
campaign. And you are going to work with translating the strategic and
communicative intent to a concrete communication campaign.

Technology:
The subject area comprises understanding and exploration of technologies that form
digital media products and digital media production.

Here you’ll learn:
The technology being used during the theme is first and foremost already obtained
knowledge from previous themes. Students will be encouraged to use their present
programming skills and the tools they already have been taught. But it is not a
requirement that the final solution is programmed. A clickable prototype using e.g.
Adobe XD is equally acceptable.
Working with the digital customer journey and the digital touchpoint of the campaign
initiates a need for considerations about how data should be managed and gained
access to when working with optimising the user experience. This will also be
discussed during the theme.
Within the technology field we will also teach further on the topic video. You will be
taught further on sound and sound editing as well as After effects.

All:
Here you’ll learn:
According to execution of complex digital media productions, you will learn about how
to make and distribute Youtube ads. When working with collecting data from both
users (preliminary interviews about e.g. media habits, concept tests, prototype tesa
and usability tests), client (interview, feedback on midway - and final pitch) and
market (stakeholder- and competitor analysis), you will also learn how to acquire new
knowledge to be used both for creating user interfaces - and complex digital content.

User interface development :
• knowledge of key methods and tools related to project management and estimation of digital media productions
• knowledge of the tools and data applied in the profession to optimise digital media production

User experiences:
• knowledge of relevant theories, tools and methods for the design and programming of digital user experiences, and the ability to account for the choice of tools and methods based on practice

Content production:
• knowledge of the methods and theories applied in the profession for complex digital content production

Business:
• an understanding of the company’s external environment, including its stakeholders, and the company’s resource base.
• an understanding of the relationship between the business models used and complex digital content production.

Technology:
knowledge of key technologies for data management in relation to optimising user experiences

User interface development :
• assess and argue in favour of the value-adding nature of solutions for digital user interfaces

User experiences:
• assess and apply a user-centred method in connection with a digital media production.
• plan and assess project management in user-centred content production

Content production:
• communicate and justify digital solutions for content production to stakeholders from the digital media industry
• apply and combine forms of expression for the design and production of digital user experiences on selected media platforms

All:
• identify relevant theories, methods and tools for the execution of complex digital media productions
• acquire new knowledge and skills within the programming and design of complex user-centred user interfaces.
• acquire new knowledge, skills and competencies within the design and production of complex digital content.