Common Mistakes in Criterion A & How to Fix Them

Let's Make Sure Your Criterion A Is Bulletproof

You're almost there. Let's talk about the mistakes that appear every year—and how to avoid them.

Mistake #1: Evidence of Interviews Is Lacking

What it looks like:

You state what was learned from an interview with an end-user, however there is limited evidence of where, when and how the inteview was conducted.

Why it's a problem:

The IB wants evidence-based design. If your findings from the interview are generic statements, their value is severely diminished.

How to fix it:

Go back and capture a video/audio interview with 2-3 real people. Transcribe the interview with freely available online tools. Observe them if possible. Use actual quotes and behaviors.

Mistake #2: Personas That Are Just Stereotypes

What it looks like:

"Meet Sarah, a busy mom who loves yoga and organic food."

Why it's a problem:

That's a stereotype, not a persona. Where's the research? What specific problem does Sarah face?

How to fix it:

Base your persona on a real person you interviewed. Include specific frustrations, goals, and behaviors you observed.

Mistake #3: No Clear Design Opportunity

What it looks like:

You jump straight from research to "I'm going to design a water bottle."

Why it's a problem:

You haven't connected your research to your solution. Why a water bottle? What problem does it solve?

How to fix it:

Write a clear design opportunity statement. Make sure it's directly based on your research.

Mistake #4: Product Analysis Without Analysis

What it looks like:

You list 3 products with photos and descriptions, but no critical thinking.

Why it's a problem:

The IB wants analysis—what works, what doesn't, what gap exists in the market?

How to fix it:

For each product, identify strengths, weaknesses, and how yours will be different. Use perceptual mapping or comparison tables.

Mistake #5: Forgetting to Cite Your Sources

What it looks like:

You reference survey data, market statistics, or articles but don't cite them.

Why it's a problem:

Academic integrity. The IB takes this seriously.

How to fix it:

Use MLA format. Cite everything. If you used ChatGPT or another AI tool, acknowledge it and explain how.

Your Final Task

Go through your Criterion A draft. Check for these five mistakes. Fix them. Show your work to a peer for feedback.

You've got this.