A not so simple equa/on for Millennial design students Andrea L. Quam Department of Graphic Design Iowa State University

1. CONTENT
+
STRATEGY
=
CONTENT
STRATEGY
A
not
so
simple
equa/on
for
Millennial
design
students
Andrea
L.
Quam
Department
of
Graphic
Design
Iowa
State
University

2. Genera1onal
Research

3. Genera1onal
Research
Forma1ve
year’s
cultural
experience

4. Genera1onal
Research
Forma1ve
year’s
cultural
experience
Not
meant
to
stereotype

5. Genera1onal
Research
Forma1ve
year’s
cultural
experience
Not
meant
to
stereotype
Always
excep1ons

6. The
Millennials
[
1981–1999
]
Gen
X
[1965–1980]
Baby
Boomers
[1946–1964]
Tradi1onalists
[1900–1945]

7. Millennials
Genera&on
Me
Jean
M.
Twenge,
Ph.
D.

8. Millennials
Genera&on
Me
Jean
M.
Twenge,
Ph.
D.
Adulthood
Shock
Not
wrong—
just
different!

9. “
The
gut-­‐level
value
systems
are,
in
fact,
drama/cally
different
between
the
genera/ons…
The
focus
should
not
be
so
much
on
how
to
change
other
people
to
conform
to
our
standards,
our
values.
But
rather
we
must
learn
how
to
accept
and
understand
other
people
in
their
own
right,
acknowledging
the
validity
of
their
values,
their
behavior.”
—
Morris
Massey

10. Millennials
Genera&on
Me
Jean
M.
Twenge,
Ph.
D.
Adulthood
Shock
Not
wrong—
just
different!
18
years
of
upbringing
—
self-­‐esteem
movement
Instant
access
=
instant
answers

11. Curriculum
for
Millennials

12. Digital
Publica1on
Design
Class
WHAT
DIDN’T
WORK:
Flat
map
=
planning
Providing
content

13. Digital
Publica1on
Design
Class
WHAT
WORKED:
Par1cipa1on
—
working
in
groups
Teach
perseverance
—
checks
and
balances
Introduce
research
methods
—
ethnographic
Discussion
sessions
+
‘user
tes1ng’
—
assump1ons
Personas
—
lack
of
diversity

14. Summary:
structure
curriculum
in
a
manner
that
reflects
understanding
of
Millennials
Thrive
on
collec1ve
learning
Checks
and
balances
to
address
instant
gra1fica1on
Focus
on
‘self’
generates
assump1ons