What do you study anyway?
A UX project delving into the history and culture of Design Management students at the American University of Sharjah. Through research and collaboration, the project aimed to foster a holistic environment for current and future students by addressing gaps in the program and enhancing their academic and social experience.
Background
Design Management—what is it? At American University of Sharjah (AUS), it is a degree program. But why do most students in the UAE choose it? Often, because they have no other choice. As I explored the life of a typical Design Management student, I realized their journey is far more complex than that of students in other majors.
Currently, Design Management lacks a clear identity. It is perceived as a “low-level” major offered by College of Architecture, Art & Design (CAAD), blending courses from design and business. Yet, questions like “What does it teach?” “Where does it lead?” and “What are the career prospects?”
remain unanswered for those inside and outside the major. This project investigates the opportunity to change the perception
of Design Management at AUS. It examines the reasons behind this perception, the typical student journey, and firsthand insights into how students feel about the major.
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Through primary research, I identified key areas for improvement. This project not only highlights critical issues and opportunities but also presents an in-depth solution to help Design Management, CAAD, and AUS grow.
The proposed solution is a comprehensive platform for Design Management students to explore and understand their field, featuring a website, merchandise, seminars, and workshops. This book presents actionable plans to implement the solution, showcasing key components already developed to turn this opportunity into a success story for Design Management at AUS.
Opportunity
Since the implementation of the Design Management degree at AUS, the major has attracted a growing number of students
each year. However, many remain unclear about the purpose of their studies or their potential career paths.
Reflecting on the history of Design Management at AUS and its perception among students, faculty, and parents, I identified an opportunity to address these concerns and improve the understanding and value of the major.
This idea first emerged during a conversation with a senior friend about her internship experience, where she expressed uncertainty about her role despite having studied various courses in the program. Her struggle resonated with the concerns of many Design Management students, who often feel unsure about their future and struggle to articulate their major's purpose to peers and family. Recognizing this widespread issue, I decided to delve deeper and develop a solution aimed at bridging this gap.
Research & Process
The research and process for this project involved a mix of observational studies, secondary research, focus groups and design thinking tools. By exploring the perspectives of students, parents, and professors, I was able to identify challenges within the Design Management major and mapped their experiences. This format allowed me to research further and helped me develop solutions to address these challenges.
User Journey Map
In my User Journey, I have tried to explore how my user would have experienced this entire scenario before my solution existed. This diagram clearly represents the stages in the journey that my user experiences. With the help of this journey I can clearly pin point which touchpoints affect my users and what feelings they experienced.
Solution & Conclusion
Analyzing the collective data from all research phases enabled me to develop solutions tailored to the needs of the stakeholders. These solutions aimed to address the major concerns, improve understanding, and create a more structured and engaging experience for Design Management students at AUS.
Out of every goal, I created a list of possible touchpoints that could be created and implemented for the purpose of my solution. These were all ideas that I had thought of initially and can be later implemented or built upon more by my client.
I decided to select some of these ideas that I felt were most important to initiate my solution.
