Designing and Evaluating a Prototype Using Customer-Centric Methods

Abstract

This project-based thesis is concerned with designing and evaluating a prototype of a studying application for a German startup. The aim of the project and thereby this thesis is to build a prototype which does not only incorporate the founding vision of the company but is also accepted by the target group and functions as a product representation during investor pitches. The scope of this thesis is limited to the practical work on the prototype consisting of every step crucial towards building a representative version of the startup’s idea within three months. The background, aim, and scope of the thesis as well as its benefits, the key concepts, and the commissioning company are introduced in the first chapter.

The practical work on the prototype is structured by a theoretical framework which is introduced in chapter two and is composed of three different parts: the overarching guidelines for the project, the process methodology, and educational principles. While the guidelines provide the foundation of a successful project, the process methods aim to provide a structure for the project management activities. More specifically, this part consists of a mixture of the two methods “Extreme Programming” and “User-Centered Design”. By creating a new framework from the two methods, their advantages can be combined into a suitable structure for this project. Lastly, educational principles guarantee the pedagogical accuracy of the prototype.

Chapters three to five report on the project management methods and outcomes of the implementation of the project. Here, the aim of using customer-centric methods was applied by engaging with the target group. This was executed at three distinct junctures throughout the process. First, a qualitative interview round was conducted with a sample from the target group. During those interviews, the pain points, needs, and expectations of the target group were identified. The analysis of the data was done in a workshop format and resulted in the creation of target personas and user stories. The results were then used to build the first version of the prototype. Next, this prototype was presented to the target group by conducting two rounds of usability testing. The feedback from the first round of tests was condensed, analyzed, and used to structure the next iteration of work. Based on this, the prototype was improved and tested again with the target group, gathering a final round of feedback, which was subsequently analyzed.

The results of this thesis are presented and discussed in chapter six. The main result of this thesis is the prototype. The prototype is evaluated with regard to its three key stakeholders investors, the target group, and the company itself. The evaluation shows mostly positive results, there is only little room for improvement from the company’s perspective. From a content perspective, the prototype was given positive remarks as well as crucial criticism and as such is a pioneering tool for the company. The theoretical framework chosen for this project has contributed positively to this overall favorable outcome. Furthermore, the knowledge gained and learnings throughout this process are discussed, as well as recommendations to the company, research fields to be explored, and a personal reflection.