The work referred to throughout this section. Hover any card for the full backgrounder.
How my five expertise areas developed across my bachelor, internship and Final Bachelor Project.
Viewing Year 1.
During my internship, I greatly developed in Math, Data and Computing. I regularly worked with large datasets using SQL, PowerBI and internal analytics platforms to support product decisions. I used data around sales, usage, reviews and subscriptions to understand product performance after launch and identify opportunities for improvement. I also developed live dashboards that my colleagues continue to use to review activation, adoption and user behaviour. This taught me to treat data as a tool for judgement rather than as a source of automatic answers. It also showed me how even quantitative data can have extremely valuable qualitative results in a project. I am unable to provide specific examples due to the NDA I have signed for my internship.
Compared with my internship, Math, Data and Computing was not the expertise area that developed most during my Final Bachelor Project. In HoldOn, MDC was present, but more as an applied support layer than as the main area of growth.
At the start of the FBP, one of my goals was to become more confident in making and justifying decisions under uncertainty. MDC contributed by helping me structure ambiguity. The AI call-screening logic required me to translate qualitative scam behaviours, such as urgency, authority, pressure and suspicious company claims, into low, medium and high-risk categories that the system could act on.
I also used structured AI outputs within the Twilio flow, so the classification could connect to the rest of the system. This taught me that AI in a design project is not just about producing an answer, but about making the output structured, explainable and useful for the next interaction. MDC was also applied through thematic analysis, interview comparison and the use of TAM and UTAUT to analyse technology acceptance.
Screenshot of poster used to explain the system behaviour of HoldOn and how it differs from user to user.
Overall, HoldOn showed that I can apply MDC appropriately within a design process, while recognising when it should not dominate. The project’s strongest challenges were social, ethical and experiential, so forcing a heavier data focus would not have served the project.
