Business Design is a thesis project where students can work in groups and consult for various projects. I had the opportunity to work on three major projects for my thesis involving a small entrepreneur looking for a go-to market plan for her board game, an app developer looking for a better way to connect to their target audience, as well as create my own digital product and consulting services that helped founder's lab groups build their online presence through e-commerce. All these projects allowed me to hone my critical thinking skills by working my way through real-life problems that don't have direct answers. I was also able to take away some valuable lessons in leadership and working in a team of very capable students.

Milk has long played an important role in American society and remains a popular staple of many Americans’ diets. Yet, despite its long standing popularity, the role of milk within American society has begun to develop new meaning in recent years. This paper aims to understand the symbolism that today’s Americans ascribe to milk. Academic journal articles, advertising campaigns, online articles, and government policy pertaining to milk were researched in order to identify the themes that characterize consumers’ perceptions of milk. In recognition of the diverse types of milk that are now accessible to many Americans, this paper uses the word “milk” to refer to cow-derived, fluid (liquid) dairy unless otherwise specified. This research reveals eleven principal themes that describe consumers’ perceptions of milk: milk symbolizes health, American values, is associated with athleticism, is unhealthy, is not preferable to plant-based alternatives, is bad for the environment, is animal cruelty, represents white supremacy, is anti-feminist, is reflective of consumer lifestyles, and there is a general trend of consumers being uninformed about the milk that they consume. This research helps to understand consumers; therefore, this research can be used to help dairy-related industries shape their business strategies and target their customer segment and to help policymakers design effective dairy-related policies. Furthermore, this paper invites further research to identify the consumers that hold the beliefs this research describes, and the extent to which these consumers share said beliefs.

With its rapid growth and widespread adoption, TikTok has emerged as a formidable platform for marketing and brand promotion. By harnessing the app's unique features and engaging content formats, businesses can effectively reach and engage with their target audiences in innovative ways. Psychological principles prove the affects and better explain why TikTok is a great resource for businesses. This thesis outlines a survey on the app of TikTok and what type of content piqued viewers interest. After avid research conducted through surveys, psychological principles, and secondary research, this thesis compiles a list of the 5 Best Practices businesses should use when using TikTok as a way to grow their business and up their sales. These best practices will not only help them grow their audience, but gain more brand awareness to a younger generation of social media users. Overall, the immense potential for businesses to tap into TikTok's growing user base and vibrant community to drive revenue, sales, and brand awareness.