CLIENT BRIEFS 2019-2020 - WordPress.com · 2020. 1. 26. · 5 THE BRIEFS 2019-2020 Briefs This year, DIDI Project Design Space participants will be given five design briefs and will

DIDIPROJECTDESIGN SPACE

CLIENT BRIEFS2019-2020

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About this Document 3

Important Dates 4

The Briefs 5

Dubai Festival City Mall 6

Emirates Nature - WWF 9

LEGO Middle East 12

Nike 15

RAKBANK 18

Video Scoring Rubric 21

About DIDI 22

TABLE OF CONTENTS

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ABOUT THIS DOCUMENTClient Briefs

This document serves as a supplement to the DIDI Project Design Space Handbook. It contains information about DIDI Project Design Space that changes every year. Namely, this document contains program dates, the project briefs, background on the project clients and a video submission scoring rubric.

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IMPORTANT DATESProgram Schedule

Please keep the following dates in mind.

6 November 2019: Deadline for schools to apply.

10 November 2019: DIDI to notify schools of acceptance into program.

19, 21 or 23 November 2019: Teacher workshops at DIDI. Participation in one of the three workshops is mandatory.

8 December 2019: Due date to solicit student participation (at least 15 students/school).

November 2019 - March 2020: Teams complete DIDI Project Design Space (four after-school club sessions).

1 March 2020: Teams submit solutions to DIDI for client review.

12 March 2020: Teams will be notified if they made it into the boot camp and final competition.

21 March 2020: Design boot camp at DIDI for selected teams.

18 April 2020: Final competition at DIDI for selected teams.

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THE BRIEFS2019-2020 Briefs

This year, DIDI Project Design Space participants will be given five design briefs and will choose one brief to solve. This year’s clients are Dubai Festival City Mall, Emirates Nature - WWF, LEGO Middle East, Nike and RAKBANK.

Timeline & Format for Submission

Proposals from all teams must be received by 1 March 2020.

Video submission directions can be found on the DIDI Project Design Space online portal.

See Session Four Supporting Materials in the DIDI Project Design Space Handbook for pitching templates and tips.

Additional Resources

Additional resources for some of the briefs can be downloaded and printed from the DIDI Project Design Space online portal.

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DUBAI FESTIVAL CITY MALL BRIEFProject Overview

Situated on the shoreline of the stunning Dubai Creek, Dubai Festival City Mall is one of Dubai’s major shopping and leisure destinations. With more than 500 outlets, the mall is not only home to renowned fashion brands like Zara, H&M, Topshop, Coach, DKNY and Kate Spade but also to Dubai’s only IKEA and the Middle East’s only Robinsons. In addition to its retail offerings, Dubai Festival City Mall offers 56 restaurants and cafés, the largest food court in Dubai and food and beverage concepts such as Serendipity 3, Sugar Factory, Tortilla and the Middle East’s only Hard Rock Café. Visitors can also indulge in world-class entertainment options including Novo Cinemas, where they can enjoy Dubai’s only IMAX screen; Fabyland, a 70,000-square-foot family entertainment center; and IMAGINE, the mall’s newest entertainment addition.

IMAGINE takes place every evening on Festival Bay, which has been called “the most instagrammable sunset in Dubai.” The record-breaking attraction harnesses the power of light, water and fire, combined with giant aqua screens, nine lasers and fountains and surround sound to dazzle audiences with an utterly original show. IMAGINE holds the Guinness World Records for the largest water screen projection and the largest permanent projection mapping.

IMAGINE currently has four major shows, known as spectaculars: Stardancer, A Child’s Dream, A Pirate’s Tale and - coming soon - Hathi’s Garden. Every day starting at sunset, these four spectaculars alternate every 30 minutes.

The Dubai Festival City Mall’s challenge to DIDI Project Design Space participants is:

PITCH THE NEXT IMAGINE SPECTACULAR – A SPECTACULAR THAT INCREASES MALL FOOTFALL AND REVENUE BY TARGETING A NEW ADULT AUDIENCE DEMOGRAPHIC.

Requirements:

• The spectacular must be four to eight minutes long.

• The spectacular must target an audience not covered by the other four shows, which are predominantly targeted at children.

• Additionally, the proposal must include:

• Definition of a target audience demographic.

• A visual storyboard that communicates the story and key plot points, scenic design and character design through sketches and images.

• A technical scene synopsis that communicates directions for projections (i.e., what will be projected and the surface(s) onto which it will be projected) and special effects (e.g., lights, lasers, fire, water and fireworks).

• A business case (i.e., explanation of how the spectacular will generate money for the mall).

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DUBAI FESTIVAL CITY MALL BRIEFParticipants should keep in mind that the main goal of this challenge is to design a show that enhances the experience of the customer. Dubai Festival City Mall will seriously consider implementing the best proposals.

Scope of Work & Deliverables

In order to be considered, teams must create a prototype of a solution to the challenge, as well as a pitch to explain why their solutions should be chosen. Teams must create a video of their solution including the following:

• A high-level description of the spectacular’s concept

• An explanation and a presentation of their prototype

• A pitch explaining the benefits of their prototype

• A review of the process used to develop the prototype

Teams selected to attend the boot camp will also be required to prepare the following:

• A written script including musical direction and song lyrics, if needed

• Video footage of key scenes / choreography - for Dubai Festival City Mall’s animation studio to use as a reference

Criteria for Selection

Projects will be evaluated according to the following criteria:

• Potential impact of solution

• Would the potential solution lead to increased sales for Dubai Festival City Mall?

• Relevance to design brief

• How well does the proposed solution answer the brief?

• Creativity and originality

• Is the solution original, on trend and engaging?

• Feasibility

• Would it be financially and technically feasible to implement this solution?

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DUBAI FESTIVAL CITY MALL BRIEF

• Level of completion

• Is the idea fully developed? Is the idea specific and clear?




About Dubai Festival City Mall’s IMAGINE Show

IMAGINE is a landmark Dubai attraction, launched in 2016 and inaugurated by HH Sheikh Mansour bin Mohammed bin Rashid Al Maktoum. Omar Al-Futtaim had a vision to deliver a world exclusive experience on the water, where 25,000 attendees watched the launch on Festival Bay. IMAGINE harnesses the power of the world’s largest permanent projection mapping and the world’s largest water screen, along with high-tech lasers, large fire effects and an immersive light and water display. IMAGINE is an attraction that tourists are travelling to see and brings shows every night to an average audience of 15,000 people.

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EMIRATES NATURE - WWF BRIEFProject Overview

There is an urgent need for residents of the UAE to connect with our natural heritage. We must preserve the land, the seas and the biodiversity that they support. That’s why Emirates Nature - WWF partnered with the Environment Agency-Abu Dhabi and the International Fund for Houbara Conservation to create Connect with Nature, a program that encourages youth to discover the natural wonders of the UAE while building the leadership skills necessary to become future environmental leaders.

Connect with Nature aims to create a movement “for youth, by youth” who care deeply about nature and the environment. The program empowers youth to explore their passions, “rewild” in nature and creatively find solutions to environmental challenges. In addition, Connect with Nature offers opportunities to contribute to environmental research as citizen scientists and engage in dialogue about environmental issues.

To further advance its mission, Emirates Nature - WWF is recruiting DIDI Project Design Space participants to redesign a feature on its Connect with Nature website currently known as the “Knowledge Hub.” At present, the Knowledge Hub provides youth with information and facts on wildlife in the UAE. However, Connect with Nature wants the Knowledge Hub to serve a bigger purpose and is challenging DIDI Project Design Space participants to improve it. The organization wants to see designs for an engaging and interactive Knowledge Hub.

Emirates Nature - WWF’s challenge to DIDI Project Design Space participants is:

REDESIGN CONNECT WITH NATURE’S “KNOWLEDGE HUB” AS A DIGITAL PLATFORM TO ENGAGE YOUTH TO JOIN THE MOVEMENT TO CREATE A MORE SUSTAINABLE FUTURE INDIVIDUALLY AND COLLECTIVELY.

Requirements:

• The Knowledge Hub platform should be designed for website and mobile app.

• The solution must be based on the DRUPAL Content Management System.

• The solution should be focused on user experience (UX).

Connect with Nature is open to any solutions that meet the above requirements. Participants may wish to consider the following as they design their solutions:

• Collaborative learning features

• Creating a digital community of learners

• Movement building

• Making the platform “for youth, by youth”

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EMIRATES NATURE - WWF BRIEF

• Online security and privacy rules and regulations

• User-friendly and intuitive design features

Be creative, enjoy the design process and have fun designing an innovative online experience that excites youth about nature and leads the change towards sustainability!

Connect with Nature is looking forward to seeing the solutions and will seriously consider adopting the best proposals.



• A demonstration of the prototype

• Visual aids (e.g., Photoshop images, sketches, designs, wireframes)

• A story that provides insight into the user’s experience






• Would the solution engage youth in environmental activism and community-building?




• Is the solution original and exciting?

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EMIRATES NATURE - WWF BRIEF

• Feasibility and flexibility







About Emirates Nature - WWF

Emirates Nature - WWF is a leading non-profit organization that has been engaged in driving positive environmental change in the UAE for almost two decades. The organization conserves the nation’s natural heritage, tackles climate change and raises public awareness through community engagement and youth education and a combination of science-based solutions and collaboration with government entities, stakeholders and conservation agencies.

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LEGO MIDDLE EAST BRIEFProject Overview

LEGO has come a long way since its founding in 1932 – from a small carpenter’s workshop in Billund, Denmark to a modern, global enterprise that is now one of the world’s largest toy manufacturers. Over the past nearly 90 years, LEGO has evolved into a cultural phenomenon and staple of childhood for kids around the world. In the hearts and minds of LEGO fans worldwide, LEGO represents so much more than the interlocking plastic bricks that made it famous.

LEGO’s bold mission is to inspire the builders of tomorrow. LEGO believes in the joy of building and taking pride in one’s creations, and LEGO is driven by the belief that through play, people of all ages can develop vital 21st-century skills such as curiosity, creativity, critical thinking and collaboration.

LEGO is asking DIDI Project Design Space participants to come up with innovative ways for LEGO retail stores to reflect the company’s six core values: imagination, creativity, fun, learning, caring and quality. LEGO stores of the future will do more than sell products; they will help visitors engage with the LEGO brand and experience LEGO’s values for themselves.

The LEGO Group currently operates hundreds of retail stores worldwide, of which five are in the UAE, two are in Kuwait, one is in Bahrain and one is in Qatar.

LEGO’s challenge to DIDI Project Design Space participants is:

DESIGN AN INNOVATIVE RETAIL EXPERIENCE FOR CUSTOMERS THAT REFLECTS LEGO’S DNA AND PROVIDES OPPORTUNITIES FOR CUSTOMERS TO EXPERIENCE LEGO PRODUCTS IN LEGO’S STORES.

Requirements:

• Proposals must be designed for retail spaces that are approximately 180 square meters.

• Proposals should not include loose LEGO bricks or minifigures.

• Proposals must take child safety into account.

LEGO is open to any and all solutions that meet the above requirements. Solutions might include (but are not limited to):

• Low-tech physical displays (e.g., showcases)

• High-tech digital enhancements (e.g., virtual reality, augmented reality, etc.)

• In-person experiences (e.g., building demos)

LEGO will seriously consider implementing the best proposals.

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LEGO MIDDLE EAST BRIEFScope of Work & Deliverables



• Visual aids (e.g., Photoshop images, sketches, designs, wireframes)

• A story that provides insight into the customer’s experience

• A pitch explaining the benefits of the prototype





• Would the solution lead to increased sales of LEGO products?


• How well does the proposed solution answer the design brief?







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LEGO MIDDLE EAST BRIEFTimeline & Format for Submission



About LEGO

The name “LEGO” is an abbreviation of the two Danish words leg godt, meaning “play well.” It’s our name and it’s our ideal.

The LEGO Group was founded by Ole Kirk Kristiansen in 1932. The company has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder.

Our products have undergone extensive development over the years – but the foundation remains the traditional LEGO brick. The interlocking principle with its tubes makes it unique and offers unlimited building possibilities. It’s just a matter of getting the imagination going – and letting a wealth of creative ideas emerge through play. We are proud to have been named “Toy of the Century” twice.

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NIKE BRIEFProject Overview

In late 2018, Nike opened its largest store in the MENA region. Located at the Dubai Mall, this 3,290-square-meter store offers a wide selection of sports apparel, shoes and accessories for men, women and children. The store includes a flexible trial space that allows customers to test out their sneakers, a community hub where customers can connect with athletes and a large women’s section with a lounge.

However, this flagship store is more than a mere shopping destination. Nike has always been a brand that values empowerment, diversity, inclusivity and community. Its mission is to bring inspiration and innovation to every athlete in the world (and Nike considers everyone an athlete).

As a brand that values community, Nike plans to celebrate and contribute to Dubai’s uniquely vibrant and creative culture through its DIDI Project Design Space challenge. Nike’s challenge to DIDI Project Design Space participants is:

DESIGN A COMMUNITY ENGAGEMENT PROGRAM FOR NIKE’S DUBAI MALL FLAGSHIP STORE THAT PROMOTES THIS STORE AS A BEACON FOR SPORTS AND CULTURE.

Requirements:

• All programming must be designed to take place in Nike’s beacon store at the Dubai Mall, which can accommodate 10 to 80 people per event and includes three areas: Nike X You, Community Space and Flex Space.

• The ideal solution will include weekly events for one full calendar year (including the spring, summer, fall and holiday seasons).

• The programming theme must focus on both culture (e.g., art, fashion, music) and sport.

• Sport programming must be inspired by the full range of Nike’s offerings – basketball, skateboarding, golf, football, tennis, yoga, lifestyle, etc. – not just running and training!

• Programming must appeal to the Dubai community.

• Participants are encouraged to conduct research to learn about what type of programming would appeal to the community.

• Proposal must be “on brand” for Nike.

• Participants are encouraged to visit the store in person to ensure that their proposals fit the store’s aesthetic and the brand’s identity.

• Proposals must be realistic (i.e., practical, affordable and sustainable) for the store and its staff to implement.

Nike is open to any and all solutions that meet the above requirements. Solutions might include (but are not limited to):

• Panel discussions

• Networking events

• Workshops for students

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NIKE BRIEF• Experiences that enable visitors to have physical interaction with the brand (including AR/VR experiences)

• Modular furniture that would allow Nike to rearrange the spaces for different uses

Nike will seriously consider implementing the best proposals.




• A description of how the space would be used (as is and/or modified)

• A story that provides insight into the visitor’s experience: what happens in the store, what people do, how they feel, etc.






• Would the solution reinforce Nike’s identity as the home of sport and culture?

• Would the solution bring visitors into the store?









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NIKE BRIEFTimeline & Format for Submission



About Nike

Nike is an American multinational corporation that designs, develops, manufactures and sells sports footwear, apparel, equipment, accessories and services.

At Nike, our purpose is to unite the world through sport to create a healthy planet, active communities and an equal playing field for all. Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.

Based in Beaverton, Oregon, NIKE, Inc. includes the Nike, Converse, Hurley and Jordan brands.

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RAKBANK BRIEFProject Overview

Known for its customer-centric focus, RAKBANK is one of the oldest and most dynamic banks in the UAE. Constantly striving to develop solutions to making banking simpler, RAKBANK recently launched Skiply, a user-friendly mobile payment service that allows parents to “skip the hassle” of in-person school payments. With Skiply, parents don’t have to visit school each time they need to pay for tuition, uniforms, transportation costs, books, excursion fees, food, etc. Instead, parents can use the Skiply app to make secure payments using any bank-issued credit or debit card for all of their children’s school expenses from their phones at their own convenience.

Skiply also simplifies banking for schools by minimizing the time and burdensome paperwork required to manage individual in-person cash, check and card payments. In addition, Skiply provides an automated, customized reporting capability that helps school staff manage permission slips, lunch orders and uniform orders more efficiently.

RAKBANK has successfully launched the app, and the next step is to spread the word! RAKBANK has decided to enlist the creativity of DIDI Project Design Space participants in educating schools, parents and students about the benefits of Skiply.

RAKBANK’s challenge to DIDI Project Design Space participants is:

DESIGN A PHYSICAL SPACE AND ACCOMPANYING EXPERIENCE THAT EDUCATE AND EXCITE SCHOOLS, PARENTS AND STUDENTS ABOUT THE BENEFITS OF THE SKIPLY APP AND INCREASE APP ADOPTION AMONG PARENTS.

Requirements:

• This solution should create awareness about Skiply benefits among the schools that are yet to implement Skiply. For the schools that have already signed up, the solution should encourage parents to use the service.

• The solution must include a physical space (e.g., a table, booth, room, etc.) and a fun and engaging experience for visitors.

• The solution must appeal to school staff, parents and students.

• The solution must be financially sustainable; not overly costly to build.

The best solutions will have considered marketing strategy, branding opportunities, storytelling, narrative and visitor journey. RAKBANK will seriously consider implementing the best proposals.

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RAKBANK BRIEFScope of Work & Deliverables



• Visual aids (images, CAD files, etc.)

• A narrative that provides insight into the visitor’s experience






• Would the solution result in more parents and schools signing up for the app and using it?









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RAKBANK BRIEFTimeline & Format for Submission



About RAKBANK

RAKBANK is one of the oldest and most dynamic banks in the UAE. Founded in 1976, the bank underwent a major transformation in 2001, with a shift in focus from corporate banking to personal and business banking.

Today, RAKBANK offers a wide range of personal and business banking services throughout its 36 branches and its portfolio of electronic banking solutions, which includes telephone and digital banking. It also offers Sharia-compliant personal and business banking services via its Islamic banking unit, RAKislamic.

Over the years, RAKBANK has received multiple awards for digital banking, website design, customer service, marketing, social media and brand, employee empowerment and HR, recruitment and talent strategy, technological innovation, data accuracy and more. RAKBANK was awarded the top honor for Customer Service by Ethos Consultancy five years in a row. The bank’s vision is to offer “simply better” banking solutions for all its customers across the UAE and places a customer-centric approach at the heart of all of its digital innovations and platforms.

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VIDEO SCORING RUBRICPlease refer to this rubric to understand the judging and selection criteria used to select projects that will move forward to the boot camp and finals stages of the program.

CATEGORY 0 1 2 3Potential Impact of SolutionHow many people would this solution touch? How meaningful would the impact be?

No potential impact; peo-ple reached would not be affected by this solution in any meaningful way.

Slight impact; people reached would benefit from this solution in some ways.

Moderate impact; people reached would benefit from this solution and will be positively impacted.

Significant impact; people reached will be very affected by the solution and will engage with it in meaningful ways.

Relevance to Design BriefDoes the proposed solution answer the full brief?

No, it is completely unre-lated to the design brief.

The proposed solution is relevant to some aspects of the brief, but not all.

Yes, the proposed solu-tion is mostly relevant to the brief.

Yes, it is very relevant to the brief and responds exactly to what the client requested.

Flexibility and FeasibilityWould it be financially and technically feasible for the client to implement this solution?

No. The proposal is fun-damentally unrealistic or prohibitively expensive.

Not in its current form, but it is conceivable that a highly revised version could be.

Yes, with some minor revisions.

Yes. It could be reasonably and easily implemented as is.

Creativity and OriginalityIs the solution original and exciting?

No, it is completely de-rivative.

Some aspect(s) of the idea are original or exciting.

Yes, it is original and/or exciting.

Yes, it is so unlike any-thing I’ve seen before that it would help the client stand out.

PrototypeIs the prototype well-developed and persuasive?

No. There isn’t a proto-type.

The prototype exists but seems hastily conceived or poorly executed.

The prototype is ade-quate.

Yes! It’s clear that the prototype has gone through multiple itera-tions and it clarifies or validates key aspects of how the solution would work.

Level of CompletionIs the idea fully developed? Is the idea specific and clear?

No. The idea is completely unclear or very broad.

Somewhat. The idea was not entirely clear.

Yes, the idea was mostly clear and specific but could use some additional revisions.

Yes. The idea was fully developed and was very clear and specific. Nothing was missing, and I had all the information I needed for this stage.

Presentation QualityDid the team deliver the pitch in a professional and compelling manner?

No. Their voices were monotone or difficult to hear. They lacked energy from start to finish.

Somewhat. The pitch was adequate. There was a nice moment or two, but it was not consistently outstanding.

Yes. They were profes-sional, but it didn’t have that extra “wow” factor.

Yes! Their voices were clear. Energy level was high and infectious. Lan-guage was enthusiastic and confident. I want to learn or hear more!

Overall ImpressionDoes this project in its entirety strike you as particularly professional, exciting and impressive?

No. The pitch doesn’t make sense or doesn’t stand out in any way.

It made sense, but there are significant flaws that make this an undesirable solution.

Solid idea. Could poten-tially see it happening. Minor flaws give rise to some reservations.

Compelling idea that I would be excited to see happen and would feel confident personally backing. The team came together and developed a project that holds together on every level. Professional-grade pitch.

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ABOUT DIDIDubai Institute of Design and Innovation (DIDI)

DIDI is a private, non-profit university that offers undergraduates a unique design education. The first of its kind in the region, DIDI’s curriculum has been expertly crafted in close collaboration with the Massachusetts Institute of Technology (MIT) and Parsons School of Design. DIDI is accredited by the Ministry of Education in the UAE and opened its doors to its first cohort of students in the fall of 2018.

At DIDI, we believe that design education ought to be transformative, disruptive and cross-disciplinary, and we intend to become the school of choice for the next generation of changemakers. With design thinking and creative problem-solving firmly embedded in our curriculum, we are preparing the next generation to use design as a tool for positive change.

Bachelor of Design

DIDI’s groundbreaking Bachelor of Design (BDes) program offers students the freedom to design their own degree by combining two of the following four concentrations: Product Design, Strategic Design Management, Multimedia Design and Fashion Design.

In their first year, students are introduced to design thinking, problem-solving, fabrication, visualization and sustainable design concepts. First-year students are supported as they discover their own creative voices and philosophical approaches to design. Second- and third-year students continue developing their skills and their understanding of design through studio-, workshop- and lecture-based coursework. General education courses

complement students’ creative studies, and students gain real-world experience through a design internship in the summer of year three. In their final year, students work on a culminating thesis.

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Vibrant Location at the Heart of Design

Located in the vibrant and creative Dubai Design District (d3), DIDI provides students with access to internships and networking opportunities that give them the best possible start to their careers. No other institution offers such an immersive design education, where students are surrounded by a diverse range of design professionals and innovators.

Moreover, the city of Dubai offers an incredible calendar of design events, including Dubai Design Week and Dubai Design Days. With its golden beaches, deserts and growing arts and street culture, Dubai is a multicultural and futuristic city of innovation that welcomes tomorrow’s changemakers.

Learn Morewww.didi.ac.ae

Call +971 4 568 3911

@DIDIDXB

For Further InformationRahim Rahimove, Student Admission Manager

[email protected]

T +971 4 568 7194

M +971 55 425 5948

Razan Al Marzouqi, Student Recruitment Manager

[email protected]

T +971 4 568 4337

M +971 50 255 3038

ABOUT DIDI

Documents

CLIENT BRIEFS 2019-2020 - WordPress.com · 2020. 1. 26. · 5 THE BRIEFS 2019-2020 Briefs This year, DIDI Project Design Space participants will be given five design briefs and will