Week 1 - Week 9 : 4 Apr 2023 - 2 Jun 2023
Tan Yi Yun 0345559
Bachelor of Design (Hons) in Creative Media
Task 1/Project Proposal
LECTURE
Week 1 :
prepares students to produce industry standard pre-production documents and
artefacts in compliance with the creative media industry’s production
processes. There are several projects available such as Apothecary, Cool
Daddy, STEM Education and many more that we get to choose from. Unlike other
modules, we are free to team up across different sections and collaborate
with students from different specializations. It was a chaotic situation to
choose our partners because sir did not allow more than two students from
the same specialization in one group.
Design Thinking
5 stages of design thinking: Empathy, Define, Ideate, Prototype and Test
Design Thinking in 90 seconds
“Empathy is at the heart of design. Without the understanding of what
others see, feel, and experience, design is a pointless task.
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Figure 1.1, The loop of design thinking, Week 1 (4/4/2023) |
Design thinking is...
“A
human-centered approach to
innovation that draws from the
designer's toolkit to
integrate the needs of people, the possibilities of technology, and the
requirements for business success.”
INSTRUCTIONS
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| Figure 1.2, Design innovation, Week 1 (4/4/2023) |
Human-centered design is all about talking with people about their
challenges, ambitions, and constraints. But as we move through the
empathy phase, there will be moments where we’ll need more context,
history, or data than a man-on-the-street style interview can afford.
Social sector challenges can be really thorny, which is why Secondary
Research, whether done online, by reading books, or by crunching
numbers, can help us ask the right questions.
1. Empathy
User persona: Creating personas is an effective way to focus on your
user and ensure that you are designing for their top needs. Personas are
a representation of your target user—their typical characteristics,
challenges, and desires. On average, you should create 3 personas for
your project so that you can focus on different needs and inspire
divergent ways of looking at a problem.
2. Defining the problem
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| Figure 1.3, Defining the problem, Week 1(4/4/2023) |
3. Ideation
Generate as much ideas as possible. Then, cluster similar ideas as
categories. Take 1 of the themes and rephrase it as a short insight
statement. Once you’ve done this for all the themes, sift through your
insight statements and discard the ones that don’t directly relate to
your challenge. Take another pass at refining your insights. Make sure
that they convey the sense of a new perspective or possibility.
How might we...
How might we (intended action) for (primary target user)
so that (desired effect) ?
4. Prototype
- Write down the key elements of our idea. Think practically about
what needs to be tested and write down our primary questions for each
component.
- Now pick a few questions to answer. If we want to prototype an
interaction, consider putting on a skit with our team. If we’re
testing a logo, print it out and stick it on a t-shirt to solicit
feedback.
- Think through what kind of prototype makes the most sense to answer
these questions.
- Remember, prototyping is about learning, not getting it right the
first time. Better to test, fail and learn from it, rather than take
ages making a beautiful, highly refined prototype.
5. Testing
- Capturing honest feedback is crucial. People may praise our
prototype to be nice, so assure them that this is only a tool by which
to learn and that we welcome honest, even negative feedback.
- Share with the accurate sampling of people so that we get authentic
reactions.
- Write down the feedback we hear and use this opportunity with the
people we’re designing for to ask more questions and push our ideas
further.
INSTRUCTIONS
TASK 1 : Project Proposal
Our group (Group 2) consists of 6 members and the topic we chose is Cool Daddy Project. Our objective is to launch a new brand identity and launch the ultimate kid's wagon product on Kickstarter.
WEEK 1
We are required to research and gather secondary data about the product
and the current market. This is to identify our target audience and create
personas.
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| Figure 2.1, Cool Daddy Project, Week 1 (4/4/2023) |
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| Figure 2.2, Cool Daddy Project, Week 1 (4/4/2023) |
During the same week, we have an online meeting with our client. We have
summarized the meeting outcome in Miro.
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| Figure 2.3, First meeting with our client, Week 1 (7/4/2023) |
Then, we started doing contextual research about the product. I looked for
the history of wagon, the function/usage of wagon, comparison of stroller
and wagon, comparison of cart and wagon, current market of wagon, existing
wagon brands and the lab test results of the pros/cons of wagon from
different brands.
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| Figure 2.4, Contextual research, Week 1 (9/4/2023) |
WEEK 2
During Week 2, we summarized everyone's contextual research, as shown in
Figure 2.5.
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| Figure 2.5, Summary of contextual research, Week 2 (11/4/2023) |
We identified that the Top 5 brand of wagon are Wonderfold, Evenflo, Keenz,
Joey and Veer. Then, we investigated further on these 5 brands by looking at
several aspects: features, cost, design and marketing strategy.
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| Figure 2.6, Comparison of the features of top 5 brand, Week 2 (12/4/2023) |
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| Figure 2.7, Comparison of the features of top 5 brand, Week 2 (12/4/2023) |
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| Figure 2.8, Comparison of the features of top 5 brand, Week 2 (12/4/2023) |
From there we came up with a table of comparison. Then, we determined their
brand position. Brand positioning refers to the unique value that a brand
presents to its customer. It is a marketing strategy brands create to
establish their brand identity while conveying their value proposition,
which is the reason why a customer would prefer their brand over
others.
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| Figure 2.9, Table of Comparison, Week 2 (14/4/2023) |
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Figure 3.0, Table of Comparison, Week 2 (14/4/2023) We had a physical meeting with our client, Mr. Damien in Makerspace. He showed the product that they have, which is a two-seater wagon. The four-seater wagon is still in the production stage in China.
WEEK 3
This image below is the summary from table of comparison of different brands.
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| Figure 3.2, Summary from the table of comparison, Week 3 (19/4/2023) |
User persona
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| Figure 3.3, User personas, Week 3 (19/4/2023) |
In the following weeks, we constructed a questionnaire survey to be
conducted among dads. It is a tough process to look for young fathers
no matter if they are locals or non-locals due to some obstacles such as
time constraints, lack of incentive, and privacy concerns. To overcome these
issues, we have to take the initiative to build trust with our potential
participants, communicate the value of the research and ensure privacy and
confidentiality.
Sky and I went to a site visit to observe different ways of people
transporting their children. We went to Pavilion Bukit Jalil and National
Zoo, two different places with different conditions. We also took a few
pictures when conducting site visit.
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| Figure 3.4, Site Visit, Week 3 (20/4/2023) |
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Figure 3.5, Site Visit, Week 3 (21/4/2023)
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We have finally gathered nearly 60 responses and it is time for data
analysis. Our lecturer showed us the senior’s work for reference. Then, we
exported the data into Google sheets and coded them in different color
groups so that we could categorize the data easily. Each member took one section and inserted the analysis results in Miro.
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| Figure 3.7, Color code the survey results, Week 4 (29/4/2023) |
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| Figure 3.8, Data Analysis in Miro, Week 4 (29/4/2023) |
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| Figure 3.9, Data Analysis in Miro, Week 4 (29/4/2023) |
On Thursday and Friday, some of my group members and I interviewed four lecturers to gain their opinion regarding the kids wagon product. We did the voice recording for three lecturers, and auto-transcript for one of the lecturers. After gathering the raw data, we proceeded to the next step, which is to evaluate and interpret the data. I assigned the tasks to my group members so that they can complete their tasks based on their own pace.
WEEK 5
After conducting all the primary and secondary research, we generated the
ideas in Miro and categorized them.
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| Figure 4.0, Data Analysis in Miro, Week 5 (3/5/2023) |
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| Figure 4.1, Key themes and insight statements, Week 5 (3/5/2023) |
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Mr. Mike pointed out that we should be more specific when addressing the
touch points. For example, the specific amount of social media postings we
are going to produce. We drew a basic frame of what we are going to do in
the production weeks. After we get approval from Mr. Mike, we begun to work
on the art direction.
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Figure 4.3, User journey map, Week 6 (11/5/2023) |
WEEK 7
We started proposing the contents we are going to produce and discussed the
duration of working on it. As usual, we held a meeting on Friday before the independent learning week.
I assigned the roles of presentation among team members, mostly letting them
to present the parts they did in the slides. On the same day, we also took
pictures of the wagon (the two-seater wagon in Makerspace) so that we can
have some reference pictures to put in the contents. Sim brought the camera
and the rest helped to set up the background. Caelan and I also took a few
pictures so that we can produce a more detailed sketch and come up with 3D
modelling. It was a fruitful session and we had a great time doing tasks
together.
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Figure 4.4, Physical meeting, Week 7 (19/5/2023) |
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Figure 4.5, Physical meeting, Week 7 (19/5/2023) |
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Figure 4.6, Photoshooting, Week 7 (19/5/2023) |
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Figure 4.8, Two-seater wagon, Week 7 (19/5/2023) |
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Figure 4.9, Two-seater wagon, Week 7 (19/5/2023) |
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Figure 5.0, Two-seater wagon (wheel), Week 7 (19/5/2023) |
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Figure 5.1, Two-seater wagon (top view), Week 7 (19/5/2023) |
WEEK 8
During the independent learning week, I focus on the slides design for
presentation next week. I asked my groupmates to add a few more
designs/mockups to complete our proposal. Then, we prepared our own script
and had a quick rehearsal on Friday. The rehearsal did not go smoothly
because my Zoom had limited time, so we kept rejoining the same meeting link
to continue with the presentation. I gave some feedback to ensure that our
presentation won't last too long (until half an hour). I am slightly
relieved because everything is currently on track and hopefully the actual
presentation day will go smoothly.
WEEK 9
This week we had a presentation with clients through Zoom. We planned to find X-space to use, but they are fully occupied. We ended up using our usual classroom. We were the first group to present so we came slightly early to campus to set up our mic and camera. We changed our virtual background. I was the one who did the introduction, so I tried to be more energetic and polite to leave a good impression.
Presentation slides (Proposal), Week 9 (30/5/2023)
After we finished our presentation, surprisingly the clients did not have many questions about the art direction. They were excited to see what we could produce in the following weeks. We got motivated and divided the tasks on the spot so that we can start working. One of the tasks that made me stressed is the 3D modelling of the product. Due to many factors, including the possibility to come up with a detailed, convincing, and well-rendered product within the limited timeline and limited knowledge, I understand my ability well and I could not take up this challenge. It will take me 2 to 3 weeks to get the right proportions and dimensions, and another week for material rendering. Other than that, there are a lot of different features like fans and pouches that need to be modelled too. It is highly dependent on internet resources to ease the process, and unfortunately we couldn’t find any tutorial on modelling a kids wagon. If I do not have other deadlines at hand, I would take up this challenge and seek for solutions with no doubt. For now, we need an alternative solution.
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| Figure 5.2, Free Wagon 3D Models (but not the wagon we are looking for), Week 9 (30/5/2023) |
Minor Project: Task 2&3