Generation Z

The brief With low awareness of fast fashion and the buying of clothes so closely linked to mood and happiness, how can you engage young people (Generation Z) in being more mindful of clothes shoppers? The assignment Undertake significant, in-depth user research, appropriate to the time and resources available to outline a problem/need/opportunity that relates to the issues which are raised in the brief outlined above. You will map your findings to identify a range of relevant insights. You will then generate a ‘designed solution’ which addresses the research-led issue(s) identified. You will use prototyping to refine the user experience and evaluate your proposal. Your solution should demonstrate ingenuity (illustrating a conceptual or lateral leap that hasn’t been seen before); social benefit and resourcefulness. You will reflect on the outcome of user testing. Finally, complete a detailed Business Model Canvas and outline the benefits and impact of your solution. Make sure that you reflect on the feedback provided from the original submission. Submission You are required to complete a 2500-word report (80%) to outline the process undertaken to answer the brief outlined above. The report should be A4 size (portrait or landscape orientation) and illustrated appropriately. It must be presented professionally and contain 5 distinct sections: • Research • Insights • Concept development • Prototyping & testing • Business model canvas It should be saved as PDF optimised for screen viewing, submitted through LEARN.

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