Virtual Personal Branding Education Workshop for GenIUS School Students Using Framework for Innovation Participatory Design Method

Generasi Indonesia Jaya Untuk Semua (GenIUS) School is a private school located in Binong, Karawaci, Indonesia. It is a scholarship-based school for disadvantaged region students from East Indonesia (Sekolah GenIUS in Latar Belakang Sekolah GenIUS, 2021a; Sekolah GenIUS in Program Sekolah GenIUS, 2021b). As part of a collaboration between GenIUS School and UPH’s Visual Communication Design, the university lecturers and students were to conduct a personal branding education workshop for select GenIUS students. The design problem was how to design and execute the workshop through participatory design approach in a virtual setting as the covid-19 pandemic enforced social distancing between the two parties. The Framework for Innovation’s evolved Double Diamond design methodology was chosen to develop the workshop, as its participatory model is clear and comprehensive enough for the students to discover the problem and find the best medium to deliver the workshop in innovative ways (Design Council in Framework for Innovation: design council’s evolved double diamond, 2019). The research method was quantitative–qualitative. Data were gathered and analyzed through questionnaire with students, interviews with experts, and literature (discover and define step). After that, design solutions were developed through iteration (develop step) before the workshop was conducted as the design solution (deliver step). The digital workshop itself was delivered through three sequences of mini-workshops that were led by separate teams of students: introduction to personal branding workshop, personal branding in social media workshop, and designing a logo for personal branding workshop. Each group developed the best solution for their workshop and came up with innovative digital platforms to deliver the workshops. The result was a comprehensive digital personal branding education workshop conducted in four weeks that solved the geographical problem through integrated digital platforms based on participatory research.