1. Emotional Connection: Start by establishing an emotional connection in order to improve your chances to convince your audience. You can pose questions, provide personal anecdotes, or explain why you choose this product.
   
   
2. Show the Problem (why): Convince your audience that you are addressing a substantial problem that is worth solving.
   • What was the assigned task?
   • What is the problem?
   • How do you know if it’s a problem? What main research and findings do you have that backs this up?
   • Who are you solving this problem for? Audience?
     
     
3. Draw the Solution (how): Show how you are aiming to solve the problem in general lines, without exposing your product (just yet).
   • What are some of the alternative solutions that people are using today?
   • Why are they not working out for them?
   • What is your solution and primary goals?
     
     
4. Introduce Your Product (what): Create the first brand impression and expose your (awesome) product changes to the world like a true boss.
   • Show us the main changes to your product and how they directly relate to your solution, goals, problems, and assigned task.
   • Walk us through your designs via clear screen grabs, mockups, clickable prototype, and/or any optional animations that showcase different features of your redesign.
     
     
5. Make them imagine (vision): Grab back the attention and make them remember your pitch. Wrap up by providing your vision and future of your product.
   • Remind your investors why they should care.
   • What is your vision and/or future goals?
   • Why are you driven to achieve this vision?

1. Background: A brief introduction to the project: the assigned task, timeline/phases, product/company background information, team, and team contributions.
   
   
2. Problem: What problem did you set out to tackle? Give only a brief summary/introduction to the problem here, because you will be digging deeper in the process later of how you discovered the problem.
   
   
3. Solution: What was your proposed general solution? Again, you really only need to provide a brief summary/introduction to the solution here, since you will be explaining more thoroughly later in the document. 
   
   
4. Process: Dig Deeper: What steps did you take to reach the final product?
   
   
   • Research: Product research, user research, competitor benchmarking. What did you learn about your product, your primary user, and the competition?
     
     
   • Framing/Hypotheses/Objectives: What framing questions did you ask/answer? What did you want to find out? What primary assumptions/hypotheses about the product and user did you make initially? What did you think you already knew and what did you want to validate? What primary objectives did these translate into?
     
     
   • Pain Points & Opportunities: What pain points and opportunities did you discover through earlier research, interviews, user journey maps, and your survey? 
     
     
   • Personas: What personas did you develop? Who was your target audience and how did you determine this? Who is typically excluded?
     
     
   • Validating Hypotheses: After understanding your user and finding all of the pain points and opportunities, what initial hypotheses were validated and what unexpected results did you discover? How did you cluster and translate your findings using the “How Might We” exercise?
     
     
   • Define: What were your user, business, and product goals? How did you prioritize them? What was your product statement? Why did you choose the concept that you did? 
     
     
   • Build: What scenarios and user flows did you explore and land on?
     
     
   • Iterate: What were the various layouts you explored? Show and explain sketches, wireframes, paper prototypes, and hi-fi prototype. What feedback did you get on the various design phases and what did your style board look like? 
     
     
   • Testing & Analysis: How were the prototypes implemented? What did you learn from your paper and hi-fi prototype usability tests? Provide the main take-aways from your results?
     
     
5. Outcome: What was the end result?
   
   
   • Final Product – Show your final designed screens and highlight the key features related to your redesign. 
     
     
   • Product Scenario/Story – Describe your redesigned product being used in context. Write a detailed full scenario of your product in action by a primary user persona. Or draw a storyboard with characters using your product to paint a fuller picture. 
     
     
   • Challenges – Describe challenges the team had to overcome.
     
     
   • Reflection – What did the team learn from completing this project?
     
     
   • Vision/Future Goals – What is the room for growth with this project?

Concept

• concept: strength, innovation, addresses specific task
• level of product differentiation (from original product and competition)
• solution meets target user’s goals based upon thorough research

Design

• overall visual structure
• overall typography
• iconography
• integration & quality of branding

Usability

• overall clarity of solution/product
• information architecture/user flow
• appropriate quantity & quality of content
• clarity & consistency of buttons/interactions

Pitch

• explanation & clarity of overall problem, solution, & vision
• demonstration of features, interaction, context, differentiation, & demographic
• verbal presentation skills / visual design of pitch

Case Study

• clear & convincing introduction/argument: explaining the task, timeline, team contributions, product/company background, problem statement, solution statement, personas
• demonstration of process: product & user research, competitor benchmarking, framing/hypotheses/objectives, interviews, user journey maps, survey
• demonstration of concept evolution: how might we’s/affinity map, prioritized goals, product statement, scenarios/user flows, wireframes, prototypes/usability testing (various rounds of iteration), style board
• explanation of outcome: final designs, final product scenario/story, challenges, reflection, and vision
• design, organization, and clarity of case study & appropriate amount of content or depth (1000 words + images) 

Collaboration/Professionalism

• team evaluation (collaboration, communication, respect, integrity, motivation, timeliness)
• level & value of contribution to project
• overall class participation related to project / meeting checkpoints for project