The document summarizes research conducted with key stakeholders of the Institute of Design including prospects, students, alumni, faculty and staff. Personas were created for each group to characterize their needs. Observations from the research showed that while all value community, individuals feel disconnected from the physical school and each other. They struggle to find relevant information and ways to virtually connect. The goal is to generate concepts for an online community platform to help address these issues and better connect the ID community.

1. 1
institute
of design
community of
practice
Johnghee Choi * Rob Murray * Patricia Kelton * Seth Kutnick * Susan Stirling

2. 2
project goal:
This is a story about us and our future.
The reality is that ID can be a very
overwhelming experience.
create a platform for the
This is because in the short period of time
we are here we have to process significant
amounts of information from multiple
sources. We choose classes, learn methods
ID Community to and apply them, and then in addition to all of
this we need to find a job. One of the most
important reasons we are at ID is to build a
advance our communal
network of lifelong relationships.
Imagine something which could make all of
and individual design
this a little bit easier. What might that look
like?
This presentation is the result of a
disciplines. collaboration with another class– Social
Networking Workshop Spring 2008 taught
by Rachel Powers. The topic of that other
class was Communities of Practice. The
charge of the class was to create a working
prototype. Synthesis was meant to help
generate more concepts. Patricia Kelton and
Robert Murray were in that class and
brought the assignment/topic to this
Synthesis class.

3. problem framing 3
opportunity map
landscape of stakeholders support
connect
jobs network
connect
support
Found trends
methods MDM
Phd
methods
alum
trends
MBA/
MDes MDes
network
jobs
current
board info IIT funding
sponsors
interns
ID
students
employee orient staff
future iit student
ideas
We looked at the landscape using an
opportunity mind map to visually represent faculty access
the various stakeholders and some core
needs. It was also clear the alumni group was
and is more separate then the other
stakeholders. Our goal was to generate
info visiting
concepts that would bring alumni closer to
and become the focus of an ID Community of
Practice. conf comm adj full

4. 4
beginnings:
research
personas
stakeholder
mind-map
fishbone
principles

5. sensing intent 5
research with a range of subjects:
prospects, students, alumni,
faculty, staff
•survey monkey
•interviews
•secondary research
- previous design work
- competitors networks
Research was done by both classes and
included primary and secondary research, as
well as an audit of past efforts and an audit of
competitor networks. (See apprendix)

6. sensing intent 6
We created personas to better characterize
the needs of the core stakeholders. But it
personas
became clear that we needed to add a fourth
stakeholder – staff/faculty,
Prospective Current Student Alumni
Dan has been working as an electrical Tracy is a second year MDes student Jaime graduated from ID three years ago.
engineer since college. He enjoys his focusing on Design Research. She has She has been working as an innovation
work but really wants to focus more on enjoyed learning the various design strategist for a design consultancy firm.
the actual needs of people. He hears methods but is unsure when to apply Jaime loves the work she is doing but
about an ID open house from a friend. certain methods to certain projects. She would like to incorporate more of the
After attending, he is completely blown has tried the methods wiki on seeID but methods he learned at ID into her
away by their human centered approach. finds it to be a huge abyss of methods practice. She has been advocating the ID
If he could, he would start tomorrow. without any information as to how she way but is convinced that his argument
After that initial excitement has worn off, should apply them. Questions Tracy would be more effective if she had access
Dan is left with a few questions… commonly has are… to more past and current ID projects. She
would also like to maintain some ID
• What type of jobs • What methods should I use connections while making some new
will I be qualified for for my research workshop project? ones. Jaime wants to know…
once I finish ID?
• How have these • What types of projects
• What exactly is methods been utilized in is ID currently working on?
Design Planning and why other ID projects and
is it that no one has heard of it? real life scenarios? • What are other ID Alumni doing?
Where are they?
• Should I get a Mac or a PC? • Who would be the best
professor to talk to about • How can I best utilize ID methods
these methods? into my current practice?

7. observations 7
prospect students alumni staff/faculty
want to “experience” the potential school. what will this be like? who are these new students? want students / alums to
Wish to be able to picture themselves in the feel insecure about ability to succeed, as personal contacts move on alumni loose contact with succeed and invest personal
facility and functioning with the student very disoriented at first. 1st quarter is wasted physical school (even in chicago) time and energy to facilitate
body and faculty in order to assist with some anger over disorganization/lack communication alumni reach out in order to maintain contact - no auto
decision making.
Anxious about value of education. Buyers remorse? - want reassurance that this was correct decision. Why recent grads feel anxious about continued access to trends know that students are
did school accept me? Why will i succeed here? attend 1 - 4 conferences per year to stay industry trends dissatisfied but don’t have
feel no real advisor / too busy an answer
Want to compare program with others but Curious / overwhelmed by student body. have attempted to create virtual connections with other alumni aware of growing
find it difficult to understand the jargon and Language / cultural barriers inhibit - some success competition from business &
cut through the corporate message to get at Feel intimidated by some. technical difficulties staying virtually connected with school design schools, concern
truth. Find hard to connect to others alumni contact info not up to date about higher tuition & no
undergrad to feed school
programs all seem same - value student / there are cliques & divisions amongst students: MDM/Mdes feel instant rapport & respect from other alumni feel business press is
alumni comments as more authentic misunderstanding & increases cliches vs breaking them down know can contact anyone with positive response powerful marketing tool
tight connection to “class” shared understanding / process / interests - pride of
knowledge faculty visibility is critical
if come to ID to visit believe that everyone is hard to understand official class descriptions - want multiple ways to confusion over method & class material access after feel business / foundation
extremely helpful. Was uniformly made to understand info - particularly to register graduation relationship is critical for
feel comfortable. Felt the information was ID jargon gets in way at first not using alumni net - get contacts through seeid & other class content, internships,
candid & meaningful. networked groups hiring, and funding
Found website confusing - different answers don’t know what other students are doing - no auto sharing not convinced ID can add value after graduation -NO NEED rely on word of mouth for
in different places. no way to easily record / share links, info, thoughts in shared database TO VISIT BECAUSE THERE IS NOTHING I CAN USE marketing of ID - therefor
loss of info because not shared with all & not recorded like to attend ID conferences concerned about lack of
have tried many things to connect: flickr, facebook, linkdin, etc find principles relevant - but a frameworks impractical to connection to alumni
implement
Thought income survey very useful. But can’t connect case histories / methods have tried many things to connect: flickr, facebook, linkdin, have supported many
didn’t have a clear understanding of what no time to browse through many databases to get info for projects alumni chapters, uses email activities: id wiki, id website,
the positions entailed: day to day activities, anger over inefficiency - can’t feedback/opinion would like an automatic feed recruit id, design workshops,
requirements for, career trajectories. confusion over method & class material access after graduation want to share interviews with stakeholder
not clear on alumni net & official organizations for graduates want job / contact info
time starved time starved time starved pressed for budget
stressed out over decision MDM - competing family obligations must be effortless pressed for time
concerned about cost stressed out struggling for personal life balance pressed for staff
confused about criteria concerned about money competing family obligations From the research data and clustering,
hopeful about future dealing with too much info we captured a host of observations for
using ID prospective student yahoo group students HOPE alumni network is strong concerned about future direction of school FOUR key stakeholders. about future
the concerned
for information - finds some of content network vs community - connected by content not social - curious about concerned about maintaining quality of graduates direction of school
alarming and confusing alumni- this grows stronger as closer to graduation doesn’t feel ID values feedback/opinions
wish alumni job network was more complete raising quality of graduates

8. observations & insights 8
prospect students alumni staff/faculty
want to “experience” the potential school. what will this be like? who are these new students? want students / alums to
Wish to be able to picture themselves in the feel insecure about ability to succeed, as personal contacts move on alumni loose contact with succeed and invest personal
facility and functioning with the student very disoriented at first. 1st quarter is wasted physical school (even in chicago) time and energy to facilitate
body and faculty in order to assist with some anger over disorganization/lack communication alumni reach out in order to maintain contact - no auto
decision making.
Anxious about value of education. Buyers remorse? - want reassurance that this was correct decision. Why recent grads feel anxious about continued access to trends know that students are
did school accept me? Why will i succeed here? attend 1 - 4 conferences per year to stay industry trends dissatisfied but don’t have
Students, prospects & alumni
feel no real advisor / too busy an answer
Want to compare program with others but
find it difficult to understand the jargon and all value community.
Curious / overwhelmed by student body.
Language / cultural barriers inhibit
have attempted to create virtual connections with other alumni
- some success
aware of growing
competition from business &
cut through the corporate message to get at Feel intimidated by some. technical difficulties staying virtually connected with school design schools, concern
truth.
Individuals associated
Find hard to connect to others alumni contact info not up to date about higher tuition & no
undergrad to feed school
programs all seem same - value student /
alumni comments as more authentic with ID are supportive of
there are cliques & divisions amongst students: MDM/Mdes
misunderstanding & increases cliches vs breaking them down
tight connection to “class”
feel instant rapport & respect from other alumni
know can contact anyone with positive response
shared understanding / process / interests - pride of
feel business press is
powerful marketing tool
their colleagues & make knowledge faculty visibility is critical
if come to ID to visit believe that everyone is hard to understand official class descriptions - want multiple ways to
a serious effort to help.
confusion over method & class material access after feel business / foundation
extremely helpful. Was uniformly made to understand info - particularly to register graduation relationship is critical for
feel comfortable. Felt the information was ID jargon gets in way at first not using alumni net - get contacts through seeid & other class content, internships,
candid & meaningful. networked groups hiring, and funding
Found website confusing - different answers don’t know what other students are doing - no auto sharing not convinced ID can add value after graduation -NO NEED rely on word of mouth for
in different places. no way to easily record / share links, info, thoughts in shared database TO VISIT BECAUSE THERE IS NOTHING I CAN USE marketing of ID - therefor
loss of info because not shared with all & not recorded like to attend ID conferences concerned about lack of
have tried many things to connect: flickr, facebook, linkdin, etc find principles relevant - but a frameworks impractical to connection to alumni
implement
Thought income survey very useful. But can’t connect case histories / methods have tried many things to connect: flickr, facebook, linkdin, have supported many
didn’t have a clear understanding of what no time to browse through many databases to get info for projects alumni chapters, uses email activities: id wiki, id website,
the positions entailed: day to day activities, anger over inefficiency - can’t feedback/opinion would like an automatic feed recruit id, design workshops,
requirements for, career trajectories. confusion over method & class material access after graduation want to share interviews with stakeholder
not clear on alumni net & official organizations for graduates want job / contact info
time starved time starved time starved pressed for budget
stressed out over decision MDM - competing family obligations must be effortless pressed for time
concerned about cost stressed out struggling for personal life balance pressed for staff
confused about criteria concerned about money competing family obligations
hopeful about future dealing with too much info
using ID prospective student yahoo group students HOPE alumni network is strong concerned about future direction of school concerned about future
for information - finds some of content network vs community - connected by content not social - curious about concerned about maintaining quality of graduates direction of school
alarming and confusing alumni- this grows stronger as closer to graduation doesn’t feel ID values feedback/opinions
wish alumni job network was more complete raising quality of graduates

9. observations & insights 9
prospect students alumni staff/faculty
want to “experience” the potential school. what will this be like? who are these new students? want students / alums to
Wish to be able to picture themselves in the feel insecure about ability to succeed, as personal contacts move on alumni loose contact with succeed and invest personal
facility and functioning with the student very disoriented at first. 1st quarter is wasted physical school (even in chicago) time and energy to facilitate
body and faculty in order to assist with some anger over disorganization/lack communication alumni reach out in order to maintain contact - no auto
decision making.
Anxious about value of education. Buyers remorse? - want reassurance that this was correct decision. Why recent grads feel anxious about continued access to trends know that students are
did school accept me? Why will i succeed here? attend 1 - 4 conferences per year to stay industry trends dissatisfied but don’t have
feel no real advisor / too busy an answer
Want to compare program with others but Curious / overwhelmed by student body. have attempted to create virtual connections with other alumni aware of growing
find it difficult to understand the jargon and Language / cultural barriers inhibit - some success competition from business &
cut through the corporate message to get at
truth.
Feel intimidated by some.
Find hard to connect to others Social / Professional
technical difficulties staying virtually connected with school
alumni contact info not up to date
design schools, concern
about higher tuition & no
undergrad to feed school
programs all seem same - value student /
alumni comments as more authentic
there are cliques & divisions amongst students: MDM/Mdes
misunderstanding & increases cliches vs breaking them down
networking is becoming
feel instant rapport & respect from other alumni
know can contact anyone with positive response
feel business press is
powerful marketing tool
tight connection to “class” shared understanding / process / interests - pride of
an increasingly powerful
knowledge faculty visibility is critical
if come to ID to visit believe that everyone is hard to understand official class descriptions - want multiple ways to
extremely helpful. Was uniformly made to understand info - particularly to register mode of communication:
confusion over method & class material access after
graduation
feel business / foundation
relationship is critical for
feel comfortable. Felt the information was ID jargon gets in way at first not using alumni net - get contacts through seeid & other class content, internships,
candid & meaningful.
perceived as authentic &
networked groups hiring, and funding
trustworthy
Found website confusing - different answers don’t know what other students are doing - no auto sharing not convinced ID can add value after graduation -NO NEED rely on word of mouth for
in different places. no way to easily record / share links, info, thoughts in shared database TO VISIT BECAUSE THERE IS NOTHING I CAN USE marketing of ID - therefor
loss of info because not shared with all & not recorded like to attend ID conferences concerned about lack of
have tried many things to connect: flickr, facebook, linkdin, etc find principles relevant - but a frameworks impractical to connection to alumni
implement
Thought income survey very useful. But can’t connect case histories / methods have tried many things to connect: flickr, facebook, linkdin, have supported many
didn’t have a clear understanding of what no time to browse through many databases to get info for projects alumni chapters, uses email activities: id wiki, id website,
the positions entailed: day to day activities, anger over inefficiency - can’t feedback/opinion would like an automatic feed recruit id, design workshops,
requirements for, career trajectories. confusion over method & class material access after graduation want to share interviews with stakeholder
not clear on alumni net & official organizations for graduates want job / contact info
time starved time starved time starved pressed for budget
stressed out over decision MDM - competing family obligations must be effortless pressed for time
concerned about cost stressed out struggling for personal life balance pressed for staff
confused about criteria concerned about money competing family obligations
hopeful about future dealing with too much info
using ID prospective student yahoo group students HOPE alumni network is strong concerned about future direction of school concerned about future
for information - finds some of content network vs community - connected by content not social - curious about concerned about maintaining quality of graduates direction of school
alarming and confusing alumni- this grows stronger as closer to graduation doesn’t feel ID values feedback/opinions
wish alumni job network was more complete raising quality of graduates

10. observations & insights 10
prospect students alumni staff/faculty
want to “experience” the potential school. what will this be like? who are these new students? want students / alums to
Wish to be able to picture themselves in the feel insecure about ability to succeed, as personal contacts move on alumni loose contact with succeed and invest personal
facility and functioning with the student very disoriented at first. 1st quarter is wasted physical school (even in chicago) time and energy to facilitate
body and faculty in order to assist with some anger over disorganization/lack communication alumni reach out in order to maintain contact - no auto
decision making.
Anxious about value of education. Buyers remorse? - want reassurance that this was correct decision. Why recent grads feel anxious about continued access to trends know that students are
did school accept me? Why will i succeed here? attend 1 - 4 conferences per year to stay industry trends dissatisfied but don’t have
feel no real advisor / too busy an answer
Want to compare program with others but Curious / overwhelmed by student body. have attempted to create virtual connections with other alumni aware of growing
find it difficult to understand the jargon and Language / cultural barriers inhibit - some success competition from business &
cut through the corporate message to get at Feel intimidated by some. technical difficulties staying virtually connected with school design schools, concern
truth. Find hard to connect to others alumni contact info not up to date about higher tuition & no
undergrad to feed school
programs all seem same - value student / there are cliques & divisions amongst students: MDM/Mdes feel instant rapport & respect from other alumni feel business press is
alumni comments as more authentic misunderstanding & increases cliches vs breaking them down know can contact anyone with positive response powerful marketing tool
tight connection to “class” shared understanding / process / interests - pride of
knowledge faculty visibility is critical
if come to ID to visit believe that everyone is hard to understand official class descriptions - want multiple ways to confusion over method & class material access after feel business / foundation
extremely helpful. Was uniformly made to understand info - particularly to register graduation relationship is critical for
feel comfortable. Felt the information was ID jargon gets in way at first not using alumni net - get contacts through seeid & other class content, internships,
candid & meaningful. networked groups hiring, and funding
Found website confusing - different answers don’t know what other students are doing - no auto sharing not convinced ID can add value after graduation -NO NEED rely on word of mouth for
in different places. no way to easily record / share links, info, thoughts in shared database TO VISIT BECAUSE THERE IS NOTHING I CAN USE marketing of ID - therefor
Greater levels of satisfaction
loss of info because not shared with all & not recorded
have tried many things to connect: flickr, facebook, linkdin, etc
like to attend ID conferences
find principles relevant - but a frameworks impractical to
concerned about lack of
connection to alumni
implement
Thought income survey very useful. But
didn’t have a clear understanding of what
with an ID education relates
can’t connect case histories / methods
no time to browse through many databases to get info for projects
have tried many things to connect: flickr, facebook, linkdin,
alumni chapters, uses email
have supported many
activities: id wiki, id website,
to greater involvement
the positions entailed: day to day activities, anger over inefficiency - can’t feedback/opinion would like an automatic feed recruit id, design workshops,
requirements for, career trajectories. confusion over method & class material access after graduation want to share interviews with stakeholder
not clear on alumni net & official organizations for graduates want job / contact info
time starved
stressed out over decision
with & loyalty to the ID
time starved
MDM - competing family obligations
time starved
must be effortless
pressed for budget
pressed for time
concerned about cost stressed out struggling for personal life balance pressed for staff
confused about criteria
community, both while in the
concerned about money
hopeful about future
competing family obligations
dealing with too much info
using ID prospective student yahoo group
for information - finds some of content
alarming and confusing
program & after graduation.
students HOPE alumni network is strong
network vs community - connected by content not social - curious about
concerned about future direction of school
concerned about maintaining quality of graduates
concerned about future
direction of school
alumni- this grows stronger as closer to graduation doesn’t feel ID values feedback/opinions
wish alumni job network was more complete raising quality of graduates

11. observations & insights 11
prospect students alumni staff/faculty
want to “experience” the potential school. what will this be like? who are these new students? want students / alums to
Wish to be able to picture themselves in the feel insecure about ability to succeed, as personal contacts move on alumni loose contact with succeed and invest personal
facility and functioning with the student very disoriented at first. 1st quarter is wasted physical school (even in chicago) time and energy to facilitate
body and faculty in order to assist with some anger over disorganization/lack communication alumni reach out in order to maintain contact - no auto
decision making.
Anxious about value of education. Buyers remorse? - want reassurance that this was correct decision. Why recent grads feel anxious about continued access to trends know that students are
Seek resources which
did school accept me? Why will i succeed here?
feel no real advisor / too busy
attend 1 - 4 conferences per year to stay industry trends dissatisfied but don’t have
an answer
Want to compare program with others but
quickly allow them to
Curious / overwhelmed by student body. have attempted to create virtual connections with other alumni aware of growing
find it difficult to understand the jargon and
stay current with design /
Language / cultural barriers inhibit - some success competition from business &
cut through the corporate message to get at Feel intimidated by some. technical difficulties staying virtually connected with school design schools, concern
truth. Find hard to connect to others alumni contact info not up to date about higher tuition & no
cultural / tech. / business
undergrad to feed school
programs all seem same - value student / there are cliques & divisions amongst students: MDM/Mdes feel instant rapport & respect from other alumni feel business press is
alumni comments as more authentic misunderstanding & increases cliches vs breaking them down know can contact anyone with positive response powerful marketing tool
trends - particularly the
tight connection to “class” shared understanding / process / interests - pride of
knowledge faculty visibility is critical
extremely helpful. Was uniformly made to
integration of these.
if come to ID to visit believe that everyone is hard to understand official class descriptions - want multiple ways to
understand info - particularly to register
confusion over method & class material access after
graduation
feel business / foundation
relationship is critical for
This is a priority.
feel comfortable. Felt the information was ID jargon gets in way at first not using alumni net - get contacts through seeid & other class content, internships,
candid & meaningful. networked groups hiring, and funding
Found website confusing - different answers don’t know what other students are doing - no auto sharing not convinced ID can add value after graduation -NO NEED rely on word of mouth for
in different places. no way to easily record / share links, info, thoughts in shared database TO VISIT BECAUSE THERE IS NOTHING I CAN USE marketing of ID - therefor
loss of info because not shared with all & not recorded like to attend ID conferences concerned about lack of
have tried many things to connect: flickr, facebook, linkdin, etc find principles relevant - but a frameworks impractical to connection to alumni
implement
Thought income survey very useful. But can’t connect case histories / methods have tried many things to connect: flickr, facebook, linkdin, have supported many
didn’t have a clear understanding of what no time to browse through many databases to get info for projects alumni chapters, uses email activities: id wiki, id website,
the positions entailed: day to day activities, anger over inefficiency - can’t feedback/opinion would like an automatic feed recruit id, design workshops,
requirements for, career trajectories. confusion over method & class material access after graduation want to share interviews with stakeholder
not clear on alumni net & official organizations for graduates want job / contact info
time starved time starved time starved pressed for budget
stressed out over decision MDM - competing family obligations must be effortless pressed for time
concerned about cost stressed out struggling for personal life balance pressed for staff
confused about criteria concerned about money competing family obligations
hopeful about future dealing with too much info
using ID prospective student yahoo group students HOPE alumni network is strong concerned about future direction of school concerned about future
for information - finds some of content network vs community - connected by content not social - curious about concerned about maintaining quality of graduates direction of school
alarming and confusing alumni- this grows stronger as closer to graduation doesn’t feel ID values feedback/opinions
wish alumni job network was more complete raising quality of graduates

12. observations & insights 12
prospect students alumni staff/faculty
want to “experience” the potential school. Wish to what will this be like? who are these new students? want students / alums to succeed
be able to picture themselves in the facility and feel insecure about ability to succeed, as personal contacts move on alumni loose contact
functioning with the student body and faculty in very disoriented at first. 1st quarter is wasted with physical school (even in chicago)
order to assist with decision making. some anger over disorganization/lack alumni reach out in order to maintain contact -
communication no auto
the great
Anxious about value of education. Buyers remorse? - want reassurance that this was
correct decision. Why did school accept me? Why
will i succeed here? satisfied
recent grads feel anxious about continued access to know that students are dissatisfied but don’t have an
trends
attend 1 - 4 conferences per year to stay industry
answer
majority value students stay
feel no real advisor / too busy trends
Want to compare program with others but find it Curious / overwhelmed by student body. have attempted to create virtual connections with aware of growing competition from business &
community involved
difficult to understand the jargon and cut through Language / cultural barriers inhibit other alumni - some success design schools
the corporate message to get at truth. Feel intimidated by some. technical difficulties staying virtually connected with
Find hard to connect to others school
alumni contact info not up to date
programs all seem same - value student / alumni there are cliques & divisions amongst students: feel instant rapport & respect from other alumni NA
comments as more authentic MDM/Mdes know can contact anyone with positive response
misunderstanding & increases cliches vs breaking shared understanding / process / interests - pride of
them down knowledge
tight connection to “class”
if come to ID to visit believe that everyone is hard to understand official class descriptions - want confusion over method & class material access after NA
extremely helpful. Was uniformly made to feel multiple ways to understandWe summarized the core observations
info - particularly to graduation
comfortable. Felt the information was candid & register into these core insights using alumni net - get contacts through seeid &
not
meaningful. ID jargon gets in way at first other networked groups
Found website confusing - different answers in don’t know what other students are doing - no not convinced ID can add value after graduation - NA
different places. auto sharing NO NEED TO VISIT BECAUSE THERE IS
quickly allow social and
no way to easily record / share links, info, thoughts NOTHING I CAN USE
in shared database like to attend ID conferences
loss of info because not shared with all & not find principles relevant - but a frameworks
Thought income survey very useful. But didn’t have recorded
can’t connect case histories / methods
impractical to implement
have tried many things to connect: flickr, facebook, have supported many activities: id wiki, id website,
them to stay professional
a clear understanding of what the positions entailed: have tried many things to connect: flickr, facebook,
no time to browse through many databases to get linkdin, alumni chapters, uses email recruit id, design workshops, interviews with
day to day activities, requirements for, career linkdin, etc
info for projects would like an automatic feed stakeholder
trajectories. anger over inefficiency - can’t feedback/opinion want to share
current networking
confusion over method & class material access want job / contact info
time starved after graduation
time starved time starved pressed for budget
stressed out over decision not clear on alumni net & official organizations for
MDM - competing family obligations must be effortless pressed for time
concerned about cost graduates
stressed out struggling for personal life balance pressed for staff
confused about criteria concerned about money competing family obligations
hopeful about future dealing with too much info
NA students HOPE alumni network is strong concerned about future direction of school concerned about future direction of school
network vs community - connected by content not concerned about maintaining quality of graduates concerned about maintaining quality of graduates
social - curious about alumni- this grows stronger doesn’t feel ID values feedback/opinions
as closer to graduation
wish alumni job network was more complete

13. principles 13
observation insight principle
Seeid, website, IDwiki, ID blogs, methods & processes are valued but not easy to provide multiple searchable views of the
access & located in multiple locations methods information
connectivity “burn out” too much effort to people are overwhelmed with info allow filtering of content - so that individual
maintain & review can customize both the quantity and the
viewpoint and only what is pertinent them
content
many are “link-crazed” and compares book staying abreast of trends is a goal shared by the make it easy to share & organize link
lists, link lists, bookmarking sites, etc. ID community
many informal networks have been created everyone seeks information and keeps multiple utilize the power of collective contributions to
data bases for personal use add value - this will drive loyalty and provide
for content
alumni net is underutilized and has no new communities only survive if the individuals this platform will be organic- it will be self
content involved gain value from participationWe then furtherdefining in observations and relevant and
refined our order to remain
continue to exist
generated insights and principles for design
ideas. The principles clustered into larger
increasing participation on linkdin, facebook, social & professional networks are increasinglyContent – Network “node” rather than simply a link
themes of become the and Offline
network
flickr, blogs, etc valued related activities. other nodes
to
frustration over lack of change - students just would be more involved if felt opinions / provide opportunity for feedback on classes,
give up viewpoint were valued faculty, direction of school
were unlikely to attend ID activities if hadn’t a mix of physical and virtual interaction creates encourage multiple types of connection:
personally met the current student body a stronger community physical & virtual
offline
drop off of involvement with Id increases as automatically join in ID community throughout integrate entire population - involve in same
time from graduation increases, partially fueled academic career will encourage continued community from beginning of school
by lack of physical connection participation after graduation throughout career

14. 14
early
synthesis:
concept matrix
and grouping
positioning map
refined
positioning map
trend list
scenarios

15. exploring concepts 15
content
We conducted a brainstorming session to
generate point ideas in terms of the three
themes. We were able to further align the
concepts into activity themes you see along
the top of this matrix.
network offline

16. exploring concepts 16
content
network offline
Really ???
prospects need to research
independently & through
conversation

17. exploring concepts 17
content
network offline
Just linkedIN?
students want to understand
larger context of their
education

18. exploring concepts 18
content
network offline
How fast?
alumni will only participate if it
is fast / easy / and creates
value for them

19. exploring concepts 19
content
network offline
Karma!
create positive word-of-mouth
about ID through satisfied
community

20. exploring concepts 20
prospect students alumni staff/faculty
want to “experience” the potential school. Wish to be what will this be like? who are these new students? want students / alums to succeed
able to picture themselves in the facility and feel insecure about ability to succeed, as personal contacts move on alumni loose contact
functioning with the student body and faculty in order very disoriented at first. 1st quarter is wasted with physical school (even in chicago)
to assist with decision making. some anger over disorganization/lack alumni reach out in order to maintain contact -
communication no auto
Anxious about value of education. Buyers remorse? - want reassurance that this was recent grads feel anxious about continued access to know that students are dissatisfied but don’t have an
correct decision. Why did school accept me? Why trends answer
will i succeed here? attend 1 - 4 conferences per year to stay industry
Really? Karma!
feel no real advisor / too busy trends
Want to compare program with others but find it Curious / overwhelmed by student body. have attempted to create virtual connections with aware of growing competition from business &
difficult to understand the jargon and cut through the Language / cultural barriers inhibit other alumni - some success design schools
“I need to know everything”
corporate message to get at truth. Feel intimidated by some.
Find hard to connect to others
“ID needs positive word of mouth”
technical difficulties staying virtually connected with
school
alumni contact info not up to date
programs all seem same - value student / alumni there are cliques & divisions amongst students: feel instant rapport & respect from other alumni NA
comments as more authentic MDM/Mdes know can contact anyone with positive response
misunderstanding & increases cliches vs shared understanding / process / interests - pride of
breaking them down knowledge
tight connection to “class”
We then grouped some ideas along the lines
if come to ID to visit believe that everyone is hard to understand official class descriptions - confusion over method & class material access after NA
extremely helpful. Was uniformly made to feel
of the stakeholders: students, prospects,
want multiple ways to understand info - graduation
comfortable. Felt the information was candid & particularly to register staff, and alumni. We also gave names net the contacts through seeid &
not using alumni to - get
meaningful. ID jargon gets in way at first
grouped ideas. other networked groups
Found website confusing - different answers in don’t know what other students are doing - no not convinced ID can add value after graduation - NA
different places. auto sharing NO NEED TO VISIT BECAUSE THERE IS
no way to easily record / share links, info, NOTHING I CAN USE
thoughts in shared database like to attend ID conferences
loss of info because not shared with all & not find principles relevant - but a frameworks
Thought income survey very useful. But didn’t have a recorded impractical to implement
can’t connect case histories / methods have tried many things to connect: flickr, facebook, have supported many activities: id wiki, id website,
How fast?
have tried many things to connect: flickr,
Just linkedIN?
clear understanding of what the positions entailed: no time to browse through many databases to get linkdin, alumni chapters, uses email recruit id, design workshops, interviews with
day to day activities, requirements for, career facebook, linkdin, etc
info for projects would like an automatic feed stakeholder
trajectories. anger over inefficiency - can’t feedback/opinion want to share
confusion over method & class material access want job / contact info
after graduation
time starved
“I need fast and easy information”
stressed out over decision
time starved
not clear on alumni net & official organizations for
MDM - competing family obligations
graduates
“What methods should I use and when?”
time starved
must be effortless
pressed for budget
pressed for time
concerned about cost stressed out struggling for personal life balance pressed for staff
confused about criteria concerned about money competing family obligations
hopeful about future dealing with too much info
NA students HOPE alumni network is strong concerned about future direction of school concerned about future direction of school
network vs community - connected by content concerned about maintaining quality of graduates concerned about maintaining quality of graduates
not social - curious about alumni- this grows doesn’t feel ID values feedback/opinions
stronger as closer to graduation
wish alumni job network was more complete

21. exploring concepts 21
Using other tools, we aligned the point
concepts on a two by two chart of ID
Business Values vs ID Student Needs.
High
1st concept position-map
ID interns (summer)
Huch’s workshop
(summer) Filterable
Mid-semester information
ID summer camp for evaluation Alum contact
Business information
Video events Big event
(alum/students)
Class Site visit
You tube
rating
videos
Suggestion box
“Design in Action” -
Stronger IIT
links
connection
transparency Transparency
Events w/application process
Design school
ID value
Forum Job bank
ID portfolios
Methods
Hot Link to
desktop
Mentor
program
ID reunion
Book list
ID alumni
magazine
Alumni Online
Chapters resources
Information
connections to Case histories
ID dirctory
other schools
Merchandise
Low High
Student needs

22. concept refinement 22
concept criteria
student criteria: staff criteria:
financial aid fundraising
engaging experience faculty
networking / community partnerships
jobs high quality students
knowledge / learn visibility
nuts & bolts alum relationships
industry trends prospective students
school brand retention

23. concept refinement 23
The two by two was initially a guess
until we scored the ideas and weighted
refined concept scoring
the results by user value
business value criteria
2.1 1.6 0.8 1.6 2.4 1.6 1.6 1.6
user value criteria
2.1 1.4 1.3 0.7 0.7 2.1 1.4 1.4
networking / community
prospective students
high quality students
engaging experience
alum relationships
knowledge / learn
industry trends
school brand
partnerships
nuts & bolts
financial aid
fundraising
retention
visibility
faculty
total
total
jobs
concepts
summer camps - biz 3 4 4 3 4 1 4 5 37 2 1 5 4 5 2 4 1 40
summer camp - students 5 4 4 1 2 5 1 1 37 1 1 1 3 1 1 5 5 22
alumni maps - jobs/info/salary 2 1 5 5 2 1 2 3 27 2 3 3 4 4 5 4 2 39
See ID 2.0 / AlumniNet 2.0 3 4 5 5 5 5 3 5 48 1 3 1 1 1 5 5 5 28
ID alumni reunion 1 1 5 5 3 1 3 4 28 5 4 4 4 4 5 5 3 50
lynda.com for ID 5 5 5 5 5 5 3 3 50 1 1 3 2 2 5 5 5 30
id widget: push /pull 1 5 5 3 5 1 5 1 32 1 1 1 1 1 4 5 4 22
ID lecture series 1 5 5 4 5 2 5 5 41 5 3 4 4 5 5 5 3 51
meetID - videos, interviews, tours 5 4 2 5 3 4 3 5 44 5 4 5 5 5 3 5 2 50
alumni relations & recruits 1 4 5 5 1 1 1 5 29 5 3 5 4 5 5 5 2 50

24. concept refinement 24
That gave us a refined position map
with more accurate measurements of
where ideas were positioning.
high
refined concept position-map
alum Id lecture video
ID relations& series interviews &
reunion recruiting tours
summer-camp
alum maps: ID - bIz.
jobs/info/salary
ID value
lynda.com
ID
SeeID 2.0/
AlumNet 2.0
Id widget summer camp ID
push/pull students
low high
student needs

25. concept refinement 25
trends
The team did an in class exercise with
scenario planning which revealed further
interesting directions.

26. concept refinement 26
By looking at trends in graduate school communities from our
research, we rated them on significance and uncertainty. We
saw that the ability of the students to customize their outgoing
message and the way business connects to students were our
potential BLIND SPOTS in terms of concept ideas.