This week, I have been working through my project proposal document. This is a key part to the whole of the Final Major Project as it will allow me to have a direction for my whole project.
The project proposal document is made up of the following:
- Project Title
- Research Question -> Initial question – this can change throughout the project
- Research Area -> What is the initial subject area
- Aim -> What am I wanting to achieve
- Initial Research -> Quotes that could help with an intial starting point for my research
- Objectives -> A list of objectives to help keep the project on track
- Methodologies -> How am I going to be conducting the research for this project and how will this allow me to stay on track with the unit.
Methodologies
Phenomenology:
Purpose
- Explores and describes the lived experiences of individuals.
- Focuses on what an experience is like, what it means, and how it presents itself.
Definition
- Known as Descriptive Phenomenology.
- Common in qualitative research in social and health sciences.
- Seeks to set aside researcher biases and assumptions.
- Considers perceptions, thoughts, memories, imagination, and emotions.
- Typically involves small samples (10–15 participants).
- Analysis identifies themes and sometimes broader generalisations.
Methods
- Participant observation.
- In-depth interviews with open-ended questions.
- Conversations and focus groups/workshops.
- Review of personal records such as diaries, journals, art, poetry, or music.
Strengths
- Provides deep insights into subjective human experience.
- Challenges assumptions and conventional wisdom.
- Can inform new theories, policy changes, or practical responses.
Limitations
- Not suitable for all research questions (e.g., service evaluations).
- Some participants may struggle to articulate experiences.
- Data collection and analysis are time-intensive.
- Results require careful interpretation without bias.
- Findings are not easily generalisable.
Ethnography:
Purpose
- Describes the characteristics of a culture or group.
- Explores beliefs, values, practices, and how groups adapt to change.
- Can identify inequalities within cultural systems.
Definition
- Study of culture, similar to anthropology.
- Uses emic (insider view) and etic (outsider view) approaches.
- May include auto-ethnography (study of self as part of culture).
- Provides detailed understanding of how groups live, think, and behave.
Methods
- Researcher becomes a participant observer within the culture.
- Context of setting is key to understanding behaviours.
- Techniques include: observation, interviews, focus groups, reviewing documents, and field notes.
- Typical steps:
- Identify culture to be studied
- Define key variables
- Review literature
- Gain access to community
- Immerse or observe
- Acquire informants
- Collect data
- Describe culture
- Develop theories
Strengths
- Provides direct insight into people’s lived realities.
- Produces rich, detailed data.
- Can uncover hidden behaviours, beliefs, and new perspectives.
- Helps find alternative solutions to social or cultural issues.
Limitations
- Researcher bias can influence interpretation.
- Building trust and cooperation with participants can be difficult.
- High costs (travel, accommodation, time).
- Access to some communities may be restricted (e.g., gender rules).
- Findings may not be generalisable to wider populations.
- Researcher presence can influence behaviour (Hawthorne effect).
Schön’s Reflective Practice
Purpose
- To help professionals learn and improve through reflection rather than relying solely on instinct.
- Encourages adapting practice in real-time and learning from past experiences.
Definition
- Schön’s reflective model highlights two key types of reflection:
- Reflection-in-action: Thinking critically and making adjustments while doing the task.
- Reflection-on-action: Reviewing and evaluating an experience after it has happened.
- Links theory and practice by encouraging professionals to apply insights to future actions.
Methods
- Engage in self-reflection during activities to adapt and solve problems in the moment.
- After the task, review what happened, why it happened, and how it could be improved.
- Keep reflective journals or discussions to support deeper learning.
- Use questioning techniques: What worked? What didn’t? What could I do differently next time?
Strengths
- Improves problem-solving and adaptability in complex situations.
- Bridges gap between theory and practice.
- Promotes continuous professional growth and self-awareness.
- Widely applicable across fields like education, healthcare, and training.
Limitations
- Can be time-consuming to reflect deeply.
- May require guidance or practice to develop effective reflective habits.
- Risk of becoming overly self-critical without constructive focus.
- Relies on honesty and ability to critically evaluate one’s own actions.
RELFECTION
When comparing Phenomenology, Ethnography, and Schön’s Reflective Practice, it becomes clear that Schön’s approach is the most effective for the nature of this project.
Phenomenology is valuable in uncovering individual lived experiences and identifying themes within them. However, its reliance on participants’ ability to articulate personal meaning and the challenge of producing findings that are widely applicable means it is less suited to practice-based design research, where the researcher’s own actions and decisions are central.
Ethnography provides an immersive way to understand the practices and values of cultural groups. This could be useful in exploring dialect or local identity, yet the time, cost, and access required—alongside the risk of researcher bias—make it less practical for a project that prioritises iterative making and reflection on creative outcomes.
In contrast, Schön’s Reflective Practice directly supports the aims of this project. Its two modes—reflection-in-action (thinking and adjusting while designing) and reflection-on-action (evaluating after the event)—align perfectly with a design process that is experimental, iterative, and self-critical. This model allows the researcher to adapt ideas as they develop, critically evaluate decisions, and connect practice with theory in a meaningful way. Unlike phenomenology and ethnography, which focus outwardly on participants or groups, Schön’s methodology places the designer–researcher at the centre, ensuring that insights emerge directly from the creative process itself.
Although reflective practice requires discipline and honesty, its ability to generate immediate, practice-led insights makes it the strongest methodological choice. For this project, which is grounded in typography, dialect, and cultural identity, Schön’s model offers the most relevant framework to both document and evaluate the design process while simultaneously shaping and improving it. It ensures that reflection is not just a retrospective exercise, but an active driver of creative and academic progress.
See attached the project proposal file.
Theory Lecture notes
Professionally / Studio / Credentials Orientated Report
Case Study: Hawraf (NYC, 2016–2019)
- 4-person studio (ex-Google Creative Lab).
- Known for playful, interactive, tech-led design.
- Closed in 2019 – split due to different aims, not money.
- On closing → shared a Google Drive of all internal + client docs → rare transparency.
- This boosted their personal reputations massively (clever brand move).
Why It Matters
- Great example of how to structure professional design practice.
- Useful for thinking about what resources/studio documents we might build.
- Shows both internal processes and client-facing materials.
What’s in the Hawraf Drive
- Folders include: New Business, Active, Potential, Studio, Operations, Admin.
- Contains things like: client questionnaires, financials, contracts, feedback forms, pitch decks.
- Tip: download and keep copies (could disappear).
Internal Documents
Discovery Questionnaire
- Used with new clients → saves wasted time.
- Clarifies who you’re speaking to, their goals, budget, role.
- Script makes sure nothing important gets missed.
Financial Records
- Breakdown of projects + budgets.
- Services ranged from $500 (illustration) → $100k+ (big projects).
- Shows gap between “ideal rates” and what clients actually paid.
- Highlights undervaluing of design + need for flexibility in negotiation.
Master Services Agreement
- Formal contract (US law but still useful as a guide).
- Covers: responsibilities, payments, licensing/usage.
- Protects against work being reused without extra pay.
- Should be adapted with legal advice if used.
Lost Business Feedback Form
- Sent to clients who didn’t go ahead.
- Gave honest, external feedback.
- More useful than polite testimonials.
Client-Facing Documents
Capabilities Deck
- Big “master deck” (100+ slides, Google Slides).
- Shows full range of projects and skills.
- Functional, not overly designed.
- Easy to edit and tailor for each client.
- Takeaway: keep a personal “master portfolio doc” updated.
Project Proposal Document
- Sent once client is interested (after the deck).
- Cleaner and more formal.
- Includes:
- Intro to studio (for new stakeholders).
- Project overview.
- Final deliverables (prevents scope creep).
- Estimated costs + timeline.
- Protects both sides if project changes.
Key Takeaways
- Transparency = credibility + stronger reputation.
- Scripts and systems save time (esp. with new clients).
- Pricing should be flexible → aim high, negotiate down.
- Legal docs = protection + royalties if work reused.
- Honest feedback (even negative) is vital.
- Client materials should be clear, functional, and audience-focused.
- Build resources early so they’re ready when the work ramps up.
LSJ DESIGNS 
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