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Question 1
A global retailer has received customer complaints because items that are advertised sell out too
quickly. There is a disconnect between marketing and fulfilment teams and their systems.
Which tool should the strategy designer use to identify the root causes, dependencies, and
opportunities for improvement?
Correct : C
The best tool to identify the root causes, dependencies, and opportunities for improvement in a situation where items that are advertised sell out too quickly is stakeholder interviews, as this helps gather insights and feedback from different perspectives and roles involved in the marketing and fulfillment processes. A service blueprint or a journey map may not be able to diagnose the problem without first understanding the stakeholder needs and expectations.
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Question 2
A strategy designer wants to make a case to executive stakeholders to target a new,
saturated market with the purpose of increasing new customer acquisition.
Which approach should the designer focus on?
Correct : C
The approach that the designer should focus on is to restate business goals and show how design could be used to de-risk exploration of this opportunity. This approach can help the designer align the new product vision with the executive stakeholders' expectations, needs, and priorities, and demonstrate how design methods and tools can help validate assumptions, identify risks, and test solutions in a saturated market. Making a presentation on design best practices or creating a clickable high fidelity prototype may not be enough to convince the executive stakeholders of the value proposition and feasibility of targeting a new market.
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Question 3
A strategy designer collaborated with the product design team at Cloud kicks and is now
coming to the end of their discovery. Which technique should be used to frame the design challenge
on the right problems?
Correct : B
The technique that should be used to frame the design challenge on the right problems is to construct ''How might we...'' questions. ''How might we...'' questions are a way to reframe problems into opportunities for innovation. They are open-ended, optimistic, and user-centered, and they help define the scope and direction of the design project. Designing ''For an optimal experience...'' questions or creating ''As a user, I should...'' questions may not be effective for framing the design challenge, as they may imply or limit potential solutions.
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Question 4
Cloud Kicks wants to launch a campaign that rewards customer behavior by giving away
free merchandise, which key business criteria should be ensured?
Correct : B
The key business criteria that should be ensured for launching a campaign that rewards customer behavior by giving away free merchandise is viability. Viability is the degree to which a product or service is profitable and sustainable for the business. By giving away free merchandise, Cloud Kicks should ensure that the campaign is viable in terms of costs, revenues, risks, and benefits. Desirability or feasibility may not be the key criteria for this campaign, as they relate to the customer or technical aspects of the product or service.
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Question 5
Cloud Kicks customers have publicly challenged the company to use its market-leading position as
an ethical force for good in social change What is one way the company can embed ethical use
principles into its day to day work?
Correct : B
One way the company can embed ethical use principles into its day to day work is by using Consequence Scanning, which is an agile practice that fits within an iterative development cycle and allows organizations to consider the potential consequences of their product or service on people, communities, and the planet. Consequence Scanning helps identify and mitigate potential harms or risks, and align the product or service with the organization's values and culture. Quantitative research or journey mapping may not be sufficient or effective for embedding ethical use principles.
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