Xiwen Zhu

THE STARTING POINT

FINDINGS — Here are our findings! We made the hierarchy of customers into two types of profile. For Type-A customers, they have got practical project experience and clear direction for career developing with only a lack of specific knowledge. For Type-B customers, they have less practical experience and no access to the industry. Even have got abundant advices, they could not make a confident choice and also find it hard to take action, which caused the failure.

OBSERVATION — After deep observation on type-B customers, we chose our target people who are experiencing the following 3 stages: Lost, Fearful, Being rejected. They are trapped in the confusion loop with bad experience. Now here's the question. How can we break the confusion loop for these people?Compared with type A person, we found that only with deep experience of the industry by themselves they can get some kind of superpower. To transform themselves from quantitative change to qualitative change, experience is

MARGA CONCEPT — Try it once is much more powerful than listening to tons of advice.

WHAT IS MARGA

FOUR STEPS TO ACHIEVE A SUCCESS

HOW TO ACHIEVE A DUPLICABLE BUSINESS MODE — So how can we develop the project scripts and make it a duplicable business mode? The answer is the academic rules of deconstructing projects. Each project is deconstructed into several stages according to different disciplinary features. It is made jointly by senior academic experts and enterprises. The following is the deconstruction rule for industrial design project. It was co-created with the top Chinese industrial design company and two professors.

10+ MODULAR COMPONENTS — Each script is developed base on the rule in its discipline. We develop the interactive scripts which mainly have more than 10 components. They can be used modularly.

ONE EXAMPLE HERE — It is the project script for competitors analysis in terms of CMF at product-design field. We have video lecture, text and little quiz to provide theoretical knowledge. We have guidance of specific tool —— style quadrant diagram, with a good sample. We provide a slot for users to submit their own practice. Also, we have our Warden Marga to give you peer situation, like how long peers spend on it. Through these components, we can achieve in-depth teaching, from theory to understanding to real practice.

MARGA BENEFITS

HOW TO EVALUATE IT? — We evaluated the understandability, the interestingness and also the effectiveness of the project script. We tested whether users can understand what to do next by looking through the script guidance. We found out that most of our users can find the projects they are interested in within 10 seconds. They said they are willing to pay around 30 pounds per year to enjoy our Marga service, which is totally enough to complete 10 projects on our platform. It shows our accuracy in pricing.

SPECIAL THANKS — Special Thanks to MOMA Industrial Design Company and Ningbo Industrial Design Society, and to all professors,experts and students participating in interviews or joining in the testing and prototyping part. Also, we would like to extend our thanks to our project tutor Jonny Jiang, who helped us a lot, with supporting and encouraging us all the time.