Exploring the support of speculative thinking and evaluating creative collaborations with IBM Design Studios.

1. MA
CREATIVE
DIRECTION
FOR
FASHION
&
BEAUTY
@
SSU
+
IBM
DESIGN
STUDIO
@
HURSLEY
Collabora'on

3. IBM
DESIGN
THINKING
To
start
with:
We
introduced
IBM
IoT
&
CogniIve
technologies
We
introduced
starIng
points
for
IBM
design
thinking:
Empathy
maps
play
backs
IoT
starter
on
Bluemix

4. CogniIve
system
capabiliIes

5. QualitaIve
research
enables
students
to
idenIfy
consumers
needs,
desires
and
pain
points

6. AS
IS
and
TO
BE
scenarios
help
students
map
the
impact
of
their
concept
for
users

7. outcomes
• 5
students
produced
prototypes
or
developed
design
documents
across
two
units,
supported
by
one
or
two
mentors
from
IBM
• All
students
engaged
in
IBM
design
thinking
workshops
• 3
students
presented
their
concepts/prototypes
at
the
Solent
Research
&
innovaIon
conference
• 1
student
is
now
seeking
advice
on
patenIng
her
work
and
exploring
funding
opportuniIes
• All
students
presented
their
work
to
externals
from
industry,
whether
they
did
the
IBM
project
or
other
live
projects
‘Virtual’
Retail
VR
experience
designed
by
Sasha
Halsey

8. Student
feedback
at
the
mid
point
(between
the
two
units):
Has
the
project
changed
your
percepIon
in
any
way?:
“It
has
made
me
rethink
a
lot
of
my
working
methods
and
quesIon
my
abiliIes
in
certain
aspects.
Hopefully
this
can
be
overcome
in
the
second
part
of
this
unit”
“I
now
have
more
confidence
in
my
abiliIes
and
I
feel
I
have
made
a
definiIve
leap
from
BA
to
MA
working
pracIces”
What
surprised
you
most?
“How
much
I
enjoyed
and
understood
IBM
and
Watson.
I
took
on
the
project
to
challenge
myself,
however
shocked
myself
with
enjoying
and
gedng
to
grips
with
it”
“
The
IBM
project
surprised
me
with
how
accessible
the
tech
informaIon
was.
Previously
I
would
have
found
it
daunIng
and
out
of
my
comfort
zone
(which
it
definitely
was,
but
it
was
easier
to
overcome
than
I
would
have
imagined).”

9. From
a
student
reflecIve
journal:
This
project
has
stretched
me
the
furthest
as
a
creaIve
and
an
academic.
I
examined
today’s
consumer
wants
and
needs,
eventually
idenIfying
my
idea
to
be
the
transformaIon
of
a
product
business
into
a
service.
I
have
determined
how
‘beautech’
funcIons
between
the
users
and
makeup
companies
and
the
exchanges
that
occur
to
make
this
a
viable
concept.
This
project
has
also
seen
me
adopt
an
understanding
of
a
field
I
was
not
originally
familiar
with,
researching
into
sensor
technology
and
the
IoT
plahorm.
With
this
knowledge
and
the
experIse
of
my
team,
I
have
had
to
make
informed
decisions
regarding
the
producIon
of
the
prototype.
I
have
overseen
conInual
tesIng
and
evolving
throughout
producIon,
working
collaboraIvely
to
create
the
most
accurate
prototype
that
best
represents
how
the
technology
can
work
in
a
makeup
boile.
With
the
producIon
of
the
mobile
applicaIon,
I
have
explored
user
experiences
and
interfaces
to
produce
app
designs
that
would
conform
to
those
that
already
exist.
I
believe
I
have
evolved
significantly
throughout
this
project.
This
project
has
also
taught
me
to
be
reliant
on
others
and
take
risks
when
the
opportunity
presents
itself,
something
I
never
would
have
done
prior
to
this
experience.
If
this
is
what
is
achievable
in
only
a
few
months,
it
is
exciIng
to
imagine
what
could
be
accomplished
in
a
year
or
more.

10. A
threshold
concept
is
defined
by
Meyer
and
Land:
as
akin
to
a
portal,
opening
up
a
new
and
previously
inaccessible
way
of
thinking
about
something.
[It]
represents
a
transformed
way
of
understanding,
or
interpre'ng,
or
viewing
something
without
which
the
learner
cannot
progress.
As
a
consequence
of
comprehending
a
threshold
concept
there
may
thus
be
a
transformed
internal
view
of
subject
maBer,
subject
landscape,
or
even
world
view.
(2003:1:)

11. What
if?
Could
we?
Is
it
possible?
Can
we
do
this
differently?
Why
does
it
need
to
be
that
way?