Classification and Development Methods of Design Projects in Digital Marketing: Perspectives from Art and Design Thinking
Authors: Kamimura Kyoko 
Published: June 2024

The purpose of this study is to propose an approach that reduces the workload of designers in design projects surrounding digital marketing and enables efficient and effective project progress. In this paper, I explored methods and approaches to reduce project workload based on project types and ways of thinking and conducted research and discussion on methods and approaches that enable efficient and effective project progress.With the advent of the VUCA (Volatility, Uncertainty, Ambiguity, and Complexity) era, design thinking and design methods are gaining attention in order to respond to these environmental changes and challenges. Particularly in digital marketing design projects, projects are becoming increasingly complex and larger as digital technology continues to explode. In addition, project characteristics and requirements continue to expand, and the selection of appropriate project methodologies remains confusing, affecting project progress and quality. While appropriate project development methodologies need to be selected to improve project quality, it is difficult to identify which methodologies are best suited for the project, and challenges remain in improving project quality. To address and avoid these characteristics, design projects have sought flexibility and creativity, moving away from the traditional waterfall process and adopting processes and methodologies that can adapt to change, such as agile approaches and iterations. The characteristics and thought processes of design projects surrounding digital marketing require us to seek means and methods to reduce the project load and propose methods and approaches that enable efficient and effective project progression.The overall research plan is to (1) examine development methods based on project classification, (2) examine the relationship between art thinking, design thinking, and issues in project classification, (3) examine a risk reduction model based on utilization thinking and problem-solving approaches in projects, and (4) create a risk reduction model. I conducted the research and discussion in (1) through (3) this time.(1) Examine development methodologies based on project classificationOrganize characteristics, strengths, and weaknesses of waterfall, agile, and hybrid (mixture of waterfall and agile). Based on design projects conducted over the past 10 years, examine which development style is best suited for the origins and type of project.(2) The Relationship between Thinking and Issues in Project ClassificationClassify the characteristic challenges found in design projects.2-1 Project Abstraction Caused by Changes in Strategy2-2 Portfolio and Product Management2-3 Examination of Uncertainty Brought about by Project Management Methods and Design Processes2-4 Boundary Object Development(3) Thinking about utilization and problem-solving approaches in projectsA summary of the ideas necessary to solve the four issues derived in (2).CONCLUSIONDesign projects allow for a structured approach to projects based on the type of project and the thinking utilized.It is important to structure the project according to the type of project and the thinking utilized. Efficient project promotion can be achieved by selecting an efficient project form based on project classification and utilized thinking characteristics, and by concentrating on priority issues that are likely to arise. In this project, we have worked on problem identification and consideration, and in the future we would like to work on verifying the effectiveness of the derived study results and creating a risk reduction model.