Ellen Setterfield
OUGD603 Extended Practice
Brief 3
Design Something More - Commute
The Brief and Research Design Something More, a newly formed design studio from Leeds, market themselves as a branding agency who create excellent experiences for each brief they work on. They set a brief to do just that with a fictional company chosen at random from a list of previous projects they had worked on. The company chosen was a train company. Initial research
included looking at existing train companies their individual unique selling points. Virgin Trains and East Coast had the best reviews by passengers but they were aimed at all train travellers instead of one target audience. By looking at the most common uses of a train it was determined that commuting was the most popular. It was therefore decided
that a train company should be created specifically for commuters. In order to understand what commuters want and need from a train a questionnaire was administered. The results showed that commuters want discounts and a reliable train service
that offers features such as free wifi and refreshments. By carrying out this primary research idea refinement was made considerably easier as findings were able to determine what would be considered useful to users and what would be distracting or redundant.