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Week 1: Project Kickoff & Team Formation

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Week 1: Project Kickoff & Team Formation

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Welcome to your design thinking journey! This week marks the beginning of our collaborative partnership with Frog Design. Teams are formed, project briefs are distributed, and initial stakeholder meetings are conducted. You'll receive your live industry brief and begin understanding the scope of your challenge.

For each of the following briefs, you will need to demonstrate three things in your response:

Application of motion design: show how movement and interaction can bring the brand experience to life across digital touchpoints.

A prototype: this could be a click-through demo or an interactive web or app concept that demonstrates how your thinking and design works in practice.

Use of AI: explore how a creative AI tool (for design, video or content) can add an extra dimension to your project. Your work should not just use AI but show how it enhances creativity and impact.

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Brief 1: A digital-first brand for Home Kitchen

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Brief 1: A digital-first brand for Home Kitchen

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Background

Home Kitchen is a London-based social enterprise and world-first restaurant employing, training and empowering people who have experienced homelessness. Its mission is rooted in food as a force for community and change, giving a sense of belonging for anyone who comes through its doors.

However, while the physical restaurant resonates locally, its digital presence needs the clarity, polish and reach to share its mission widely.

Challenge

Transform Home Kitchen’s brand into a digital-first identity and platform that captures its purpose and passion, making it instantly recognisable, easy to engage with and compelling enough to attract both customers and supporters.

For Consideration

·       How to tell the story of Home Kitchen authentically and accessibly online, balancing its role as a high-quality restaurant with its deeper social mission

·       Ways to design a digital identity that is warm, inclusive, and scalable across channels

·       How to create a design system and tone of voice that works seamlessly across web, social and digital campaigns

·       How to make the digital experience easy for different audiences: diners, donors, press, and volunteers.

·       How motion and interactivity can make the experience feel human and community-driven

·       Enabling supporters, donors, and customers to easily connect, support or participate

Target Audience

·       London food lovers who value ethical and social impact dining

·       Local communities curious about affordable dining experiences with purpose

·       Donors, sponsors and press interested in supporting grassroots initiatives

·       Those impacted by homelessness who are looking for new opportunities

Deliverables

Brand identity and guidelines: updated tone of voice, visual system and design rules for digital-first application

Digital experience concept: prototype of website or platform showing how audiences engage with the food, the social mission and the community initiatives

User journey design: examples of how diners, supporters and volunteers navigate the platform.

Campaign concept: digital-first campaign to raise awareness and attract participation

Content examples: social posts, visuals or other interactive assets demonstrating the brand’s sharpness across channels.

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Brief 2: Lonely Planet: A journey of restoring prestige

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Brief 2: Lonely Planet: A journey of restoring prestige

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Background

Lonely Planet was once the definitive guide for travellers seeking new cultural experiences. Its iconic blue guidebooks were a must-have for generations of explorers, trusted for their insider knowledge and global perspective.

But in the digital age, Lonely Planet has struggled to maintain the same cultural authority. Today, many younger travellers discover things to do through TikTok, Instagram, YouTube and influencers. Competitors like Google Maps or Airbnb Experiences offer immediacy and utility, while user-generated platforms like Reddit provide peer-to-peer recommendations.

Challenge

Reimagine Lonely Planet’s brand experience into the current digital world so it regains relevance with a new generation of culturally curious travellers, while staying true to its heritage as an advocate for global travel. You need to transform it from a nostalgic travel guide into an indispensable cultural companion once again

For Consideration

·       How can Lonely Planet move beyond its printed guidebook legacy to become a digital-first, real-time travel companion?

·       What role can technology play in helping travellers feel more connected? Consider things like personalised recommendations, curated itineraries, live notifications, and  cultural storytelling rooted in digital content

·       How should the visual and verbal identity evolve to balance nostalgia and trust with a fresh, contemporary energy?

·       How can the brand create a tone of voice that feels inspiring and relatable to younger travellers without losing its authority?

·       What role should community and peer contribution play? Could Lonely Planet become a platform where travellers come together and support one another?

·       How could launch campaigns reposition Lonely Planet as not just a guide, but a movement for meaningful travel?

Target Audience

18–35-year-old travellers who want authentic experiences but turn to digital-first tools for discovery.

Culturally curious explorers (students, young professionals, creatives) who travel to learn, connect and experience.

Older loyalists who grew up with Lonely Planet but now seek easier, more digital ways to access its expertise.

Travel industry partners (airlines, cultural organisations, tourism boards) who want to align with an authentic, globally trusted brand.

Deliverables

Updated brand world: refreshed logo, design system and tone of voice that bridge heritage with freshness

Digital-first concept: prototype of an app or platform showing how Lonely Planet curates cultural experiences in real-time

Editorial and content strategy: rethinking how Lonely Planet communicates across social channels, video and digital media

Experiential activation concept: a campaign or event that reintroduces Lonely Planet to a younger audience and sparks cultural conversation

Ongoing engagement strategy: ideas for how the brand sustains momentum through community contributions, partnerships or other digital features

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Brief 3: A Wellness brand for students

 

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Brief 3: A Wellness brand for students

 

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Background

University can be stressful, especially for students adjusting to a new environment. Many wellness brands feel generic or overly commercial. There’s space for a student-first wellness brand that supports balance, mental health and how students feel within their community.

Challenge

Create a brand that helps students take care of their wellbeing in ways that feel relatable, empowering and collective rather than individualistic.

For Consideration

·       Should the brand emphasise physical wellbeing (fitness, sleep, nutrition), mental wellbeing (mindfulness, resilience), or a blend of both?

·       How can the brand make wellbeing social and community-led rather than solitary?

·       What digital tools or platforms (apps, social content, community hubs) best serve the audience?

·       How to make sure it is inclusive across culture, gender and international backgrounds

·       Where motion and interactivity can make wellness content engaging and non-preachy

·       How AI could personalise wellbeing content or provide interactive support

Target Audience

·       International and domestic students in need of accessible, relatable wellness support

·       University staff and services looking for fresh initiatives to boost student wellbeing

·       Student organisations interested in partnering with brands for wellness programs or events.

Deliverables

·       Brand identity: name, logo, colour palette, typography and tone of voice guidelines

·       Digital brand experience: prototype of an app, content hub or hybrid platform demonstrating the brands UI/UX

·       User journey: example flows showing how students engage with the brand day-to-day

·       Campaign or event concept: a launch idea for a campus activation or event that integrates digital and physical touchpoints

·       Content examples: posts, notifications or digital experiences that demonstrate how the brand communicates consistently and supports wellbeing

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Please share your project progress below:

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Please share your project progress below:

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Please share your project progress below:

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Please share your project progress below:

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Please share your project progress below:

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Please share your project progress below:

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Please share your project progress below:

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Weeks 1-2: DISCOVER - Understanding the Problem Space

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Weeks 1-2: DISCOVER - Understanding the Problem Space

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The discovery phase is all about empathy and research. Conduct user interviews, observe behaviours, and gather insights about your target audience. Use ethnographic research methods, surveys, and market analysis to deeply understand the problem you're solving. Document everything - no insight is too small!

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Week 3: DEFINE - Synthesising Insights into Problem Statements

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Week 3: DEFINE - Synthesising Insights into Problem Statements

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Time to make sense of all your research! Create personas, journey maps, and affinity diagrams to synthesise your findings. Develop clear problem statements and 'How Might We' questions that will guide your ideation. This is where you transform observations into actionable design challenges.

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Weeks 4-5: IDEATE - Generating Creative Solutions

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Weeks 4-5: IDEATE - Generating Creative Solutions

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Let your creativity flow! Use brainstorming techniques like mind mapping, SCAMPER, and crazy 8s to generate as many ideas as possible. Remember, quantity over quality at this stage. Build on others' ideas and think outside the box. No idea is too wild during ideation!

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Week 6: Idea Selection & Concept Development

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Week 6: Idea Selection & Concept Development

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Now it's time to evaluate and select your best ideas. Use criteria matrices, dot voting, and feasibility assessments to narrow down your concepts. Develop your chosen ideas into more detailed concepts with user scenarios and basic user flows.

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Weeks 7-8: PROTOTYPE - Building to Think and Learn

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Weeks 7-8: PROTOTYPE - Building to Think and Learn

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Start building! Create low-fidelity prototypes using paper, cardboard, or digital wireframes. The goal isn't perfection - it's learning. Build quickly and cheaply to test your assumptions. Remember: prototype to think, not to impress!

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Week 9: Prototype Refinement & Preparation

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Week 9: Prototype Refinement & Preparation

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Refine your prototypes based on internal testing and feedback. Prepare for user testing by creating test scenarios and questions. Your prototypes should be functional enough to gather meaningful feedback from real users.

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Week 10: TEST - Learning from Real Users

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Week 10: TEST - Learning from Real Users

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Put your prototypes in front of real users! Conduct usability testing sessions, gather feedback, and observe how people interact with your solutions. Document what works, what doesn't, and what surprises you. This is pure gold for your next iteration!

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Week 11: ITERATE - Refining Based on Learning

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Week 11: ITERATE - Refining Based on Learning

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Time to iterate! Analyse your testing results and identify key insights. Refine your prototypes, adjust your concepts, and even revisit your problem definition if needed. This is the beauty of design thinking - it's perfectly normal to go back and forth between phases.

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Week 12: Final Presentation & Reflection

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Week 12: Final Presentation & Reflection

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Showcase your journey and final solutions to Frog Design and your peers. Present not just your final prototype, but your entire design thinking process - the discoveries, challenges, pivots, and learnings. Reflect on how this methodology can be applied to future projects.

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Remember, design thinking is not a linear process but an iterative mindset. Even after Week 12, continue to gather feedback, test assumptions, and refine your solutions. The five phases (Discover, Define, Ideate, Prototype, Test) can be repeated and revisited as you learn more about your users and their needs.