University of Twente Student Theses


Moving from designing for to designing with consumers: Utilizing human-centred design approaches to create Facebook advertisements

Toppenberg, Y.T. (2023) Moving from designing for to designing with consumers: Utilizing human-centred design approaches to create Facebook advertisements.

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Abstract:The human-centred design approaches are spilling over into other fields, including marketing. However, the effects of different human-centred approaches are still unknown in marketing. In this research, two human-centred design approaches, design thinking and co-design, were studied. Co-design is more focused on sharing power and active participation of users, while design thinking is more focused on being innovative with the collection of information. These two approaches have shown to be used in solving business problems, improving team collaborations and having similarities with marketing. This study explored the differences between co-design and design thinking in the marketing context and investigated how effective these are when creating Facebook advertisements. This qualitative exploratory study was divided into two parts. In the first part, 24 people participated dividing them into six groups of four people. Three groups worked in co-design teams and three groups in design thinking teams. They were asked to work together in creating visuals and texts for a Facebook advertisement. Each participant’s viewpoints on the two processes, teamwork, individual work, and product results, were collected based on observations and interviews. In the second part, the creations designed by the groups in part one were shared with 17 students. These students, who functioned as potential, shared their thoughts about these products through interviews. The results in part one based on the observations and interviews showed no differences between the approaches regarding the processes, efficiency, teamwork, and individual work. However, there was a difference in the product satisfaction of the individuals. The people had higher satisfaction when it came to the products created by the co-design teams. Part two, based on the results of the interviews, showed that people preferred the designs created by the design thinking teams.
Item Type:Essay (Master)
Yaridis Toppenberg, Hengelo, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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