Design for Business MSc at Masters Showcase

Design has a transformative effect on the world around us. This impact cuts across culture, business, the environment and the economy. Our Design for Business programme gives our students an understanding of this impact and how they can shape it, not only as an influential team player but as a leader and entrepreneur.

Project Kaleideascope: Bridging Museum Interpretation and Visitor Reflection

Project Kaleideascope is an interactive, prompt-driven design experiment developed during DJCAD student Siddharth Bhagchandani’s design placement at V&A Dundee. Created as part of the MSc Design for Business program, the project explored how museum interactives can transform passive gallery browsing into active, personal reflection. 

The placement focused on developing methods to capture visitor sentiment without relying on traditional, text-heavy feedback. Through on-floor social experiments, prototyping and user journey mapping, the project translated subjective visitor reflections into structured, actionable insights. Visitors chose digital design motifs representing everyday objects to generate custom, symmetrical kaleidoscopic artworks, bridging the gap between observing a museum exhibit and reflecting on personal experience.