Project objective
A clear statement of what your final output is trying to achieve (what objective do you want your work to be assessed against?).
One approach could be to put this right upfront – boom – then go to ‘why pick this?’ and explain the context and research process.
Another approach is to state the objective to round off your discussion of the problem and audience.
The problem / The context / The situation
What is the issue you want to address / the problem you want to solve?
Lots of different ways to do this eg personal story; statistics; user quotes. Any of these (gripping story, compelling stats, strong quotes) can make a good start.
The audience
Who is your project for? Maybe identified by demographics (age, location, profession), attitudes, behaviours. Maybe personae.
Research / Process
Explain research methodologies, how you used them, what you found.
Prototyping and user testing might be important here, but usually not a blow-by-blow account of all investigations. When it’s important to state design choices, give evidence as justification (what is more convincing: “I didn’t want to do an ad campaign” or “my survey showed that my target audience is highly skeptical of ad campaigns …”?).
Opportunity / Proposition
Identify the ‘gap’ – what’s been tried before, what’s worked and what hasn’t for your audience. Therefore, what characteristics would a successful solution have? (This could be a subset of the “Research” section)
Output / Proposal / Solution
(Could be merged into a “proposition” section)
What you finally produced. How it meets your Objective. Elevator Pitch could be handy here.
Reflection
Shows maturity as a designer: how could your project be further developed? What would the next steps be? What needs more user research? Speculation on design direction from here?
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