A presentation of critical thinking within design, introduced new methods of problem solving and research methods that put the problem at the centre of the design process over aesthetics and designer bias, this articulated created large pools of inspiration, scaling these down by appropriation before then re-expanding the scale in order to create a vast range of relevance for the problem in order to identify the most appropriate solutions.
Following this we were put into groups and given a brief to develop strategies for in a short time frame (90minutes) which was to creatively brainstorm different ways in which a UK consumer base could be introduced to insects as a viable source of protein.
Our initial research direction was to use post-it notes to individually gather a range of initial ideas, there were no limitations to this and its purpose was to gather as many design strategies as possible without thinking about their validity or effectiveness at this time. From this we then identified the top concepts (refining the research focus down) before then expanding this creating a rather range of post it suggestions based on this refined focus. I found this a strong problem solving task as it allowed the group to put across their individual design suggestions which were then refined before re-interpeting the initial suggestion in a range of new perspectives resulting in new meanings and methods in which we could respond to the brief.
Based on this brainstorming task we identified a concept of appealing to 'gym culture' as a key demographic for the insects as their USP is the protein they provide, the 'lad culture' of the gym would suggest a sound marketplace for the introduction of bugs as they provide a great source of protein with less carbs and fat than meat.
From this we then identified all the different directions in which we could take this concept identifying a range of products such as protein shakes and powders, bars, supplements, seasonings and gym apparel. Also considering the main benefits and aesthetic of the brand presented a good introduction and resolution of the topic within the limited timeframe.
We then culminated this research and development into a short presentation to articulate to the rest of the groups which highlighted the colloquial name 'beetlejuice' our concept, the benefits of this to the consumer, the type of products the brand would offer and in introduction to the aesthetic of the brand.
We received positive feedback from our presentation focusing on the gym culture as a viable means to promote insects as a source of protein. This research activity highlighted the importance of creative thinking within the industry and has introduced me to a more critical research and development process that I will aim to implement within my OUGD505 submission in order to place the needs of the consumer ahead of the design and aesthetic of the product.
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