MINOR PROJECT: FINAL COMPILATION & REFLECTION

23.04.2024 - 01.08.2024 (Week 1 - Week 15)
TAN JIE YING / 0353959 / BACHELOR IN DESIGN OF CREATIVE MEDIA
MINOR PROJECT
FINAL COMPILATION & REFLECTION

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INSTRUCTIONS

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Project 01: Project Proposal 

We formed a group of 6.

G1 Members:
1. Liew Xiao Hui (Leader)
2. Gam Jze Shin
3. Bernice Ting Wen Yi
4. Janice Tan Wan Xuen
5. Sim Jian Xiong
6. and me Tan Jie Ying

Among all of the topics given, we chose the one that we have the most understanding of which is Basic T.

Research
We are focusing on two functions - anit-slash and hydrophobic. Based on these functions we figure out what and which type of people we can target it. 

Figure 1.1 Forcus Jobs/Sports

Survey
Based on two different functioin we came out with wo google forms to meet with different special groups.

Google Forms:
Anti-Slash T-Shirts
Hydrophobic T-Shirts

Figure 1.2 Google Forms

Unfortunately, due to market potential, our client decided to change the hydrophobic T-shirt to an anti-radiation T-shirt.  As we were running out of time, we felt very stressed and quickly redo our research and changed our survey method to interview.

Interview

Figure 1.3 Interview List

We conducted our interviews and documented them individually.

Figure 1.4 Interview Recording

Figure 1.5 Interview Dialogue

Bernice and I took responsibility for analyzing the responses we got from our survey.

Figure 1.6 Anti-Slash Survey Analysis

Empathy Map, Discoveries and Statements

Figure 1.7 Empathy Map

Based on our target audience and what we researched, we completed our insight discoveries, problem statements, how might we and goal statements.

Figure 1.8 Discoveries and Statements Complete

Brand Concept
We decided to use Cozyprotec as our brand name.

Figure 1.9 Voting

Figure 1.10 Design System

Proposal

I’m responsible for the research methodology, insight discovery, and the design and arrangement of the slides.

Figure 1.11 Part of The Slides

But the content looks too much so I redo it with Janice.

Final Proposal Slide

Figure 1.12 Final Proposal Slide

Project 02: Detailed Design and Production Plan

Our client suggested us to add more functions in the website as we are selling clothes that would be more and more functions coming out in the future.

Figure 2.1 Other Functions

We have a marketing strategy calendar. Based on this we start developing our brand ads, stories, post, and website.

Figure 2.2 Marketing Strategy Calender By Bernice

Progress

Since I was an animation student, I was in charge of one of the ads which is our brand adv.

Figure 2.1 Storyboards

Figure 2.2 Rough Video

To be more in line with our artistic style, I added some gaming elements to it. My video concept was to make it like a gaming opening and the AI/NPC is talking to the players.

Figure 2.3 Final Storyboard

One of our target was simple and daily used. My concept was to put our logo or motif on our collaterals, simple and easy to see our brand. 

Figure 2.4 Sample of Collaterals

Our leader asked me to incorporate her motif design to ensure the towel doesn't look plain. I'm satisfied with our color theme, so I applied it as well.

Figure 2.5 Design 1

Figure 2.6 Design 2

Figure 2.7 Design 3

Figure 2.8 Design 4

Figure 2.9 Motif Pattern Design By Liew Xiao Hui

Project 03: Final Presentation

Figure 3.1 Final Presentation

Social Media Ads

Figure 3.2 Social Media Ads

Youtube Ads

Figure 3.3 Youtube Ads

Key Visual

Figure 3.4 Key Visual

Instagram Stories

Figure 3.5 Instagram Stories

Social Media Post

Figure 3.6 Social Media Post

Packaging

Figure 3.7 Packaging

Brand Collateral (Drawstring Bag)

Figure 3.8 Brand Collateral - Drawstring Bag

Brand Collateral (Bottle)

Figure 3.9 Brand Collateral - Bottle

Brand Collateral (Towel)

Figure 3.10 Brand Collateral - Towel

Website

Figure 3.11 Website

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REFLECTIONS

Week 1
In the first class, our lecturer explained the content of each project. Our task is to form a group of five to seven and decide which project we are interested in. Based on the project I have some research. Our group chose the project “Basic Tee”.

Week 2
This week, we're conducting an online interview with our customer, Mr. Damien. To delve deeper into our understanding and research, each team member has been assigned a specific research area. My responsibility lies in exploring fashion trends, focusing on the distinctions between fast fashion and slow fashion. We prepared a few interview questions for Mr. Damien based on our research.

Week 3
This week, we focused on identifying our target audiences. After receiving feedback from our lecturer, we divided our project into two functions: Anti-Splash and Hydrophobic, as these t-shirts cater to different target audiences and have distinct pricing. Since we were initially unsure about the specific target audiences, each team member created a persona for either the Anti-Splash or Hydrophobic t-shirts. Based on these personas, we identified relevant survey questions. On Friday, we briefly discussed reviewing and consolidating these questions for our survey.

Week 4
In week 4, we presented our survey questions to our lecturer. After receiving feedback, we made the necessary revisions to some of the questions. Next, we created two Google Forms titled "Anti-Slash" and "Hydrophobic." I am responsible for adding the questions to the Anti-Slash Google Form.

Week 5
In Week 5, we conducted on-campus surveys with students to gather data for our project. Midway through this process, we received unexpected news from our client: the product's hydrophobic feature was changed to an anti-radiation feature due to market demands. With limited time remaining, we decided to switch our research method to interviews to quickly gather relevant information. Additionally, we completed our empathy map, derived key insights, and developed personas based on our new focus. Me and my teammate Bernice was responsible for analyzing the data collected from the online survey.

Week 6
In Week 6, after receiving feedback from Mr. Mike, we gained a clearer understanding of the mistakes we made in our empathy map and made necessary improvements. Due to time constraints, our group leader assigned specific tasks to each team member. I completed my tasks on time, but I noticed that some teammates did not finish their tasks and ignored messages from our group leader. This caused delays in our progress.

Week 7
In Week 7, we had a discussion with our lecturer about our insight statement. He emphasized that an insight statement should present a unique perspective that hasn't been considered before. This led to a long discussion, as we struggled to determine the right approach. After finalizing the anti-radiation insights, we moved on to discuss the anti-slash insights. To improve our sentences and gain direction, we utilized ChatGPT for assistance. However, we encountered difficulties with the final part of our "How Might We" statement. It seems there may have been a communication issue or perhaps I didn't explain it clearly enough, which resulted in an unproductive discussion. I hope that in the future, my teammates can be more active and focused during conversations to avoid similar failures.

Week 9
This week is presentation week, and we get to show our final presentation slides to Mr. Mike. We realized some mistakes: too much text, an unprofessional poster design, and a simple website. We were asked to choose a poster or a website as our key visual. Due to time constraints, we separated into groups to improve the problematic areas. My task, along with Janice, is to rearrange the entire slide deck to make it look clean and neat. After the presentation, Mr. Damien, our client, gave us some feedback regarding the design. He suggested adding gaming elements in the design and listing out other functions so customers can identify which is which as they have similar looks.

Week 10
After the presentation, we continued working on our campaign. Since we had no clear direction, we all did some research and reviewed the work of previous students. Some of us found references that we thought suited our simple and plain theme. After the consultation, we were assigned different tasks, and I was put in charge of one row of the customer journey.

Week 11
Based on Bernice’s chart of the marketing campaign calendar, based on our lecturer's feedback we discussed and arranged some of the planning steps in it. Also, we finalized three mockups of products that fit our topic - daily use which is bottle, tower, and drawstring bag. As I was an animation student, I was assigned to be in charge of the Instagram Stories advertisement, focusing on our brand, CozyProtec. This stage is crucial for catching our audience's eye and increasing brand awareness. Luckily it doesn't take me a lot of time, I found some references in The Little Red Book app that meet my ideas.

Week 12
This week, we showed our design ideas in our lecture. I was in charge of the Ig story brand advertisement part. I got feedback from the lecture: lack of rationale. For overall feedback, we should include some gaming elements as the client already mentioned in the previous meeting.

Week 13
This week, I created a rough video based on the storyboard. Initially, I tried to make it in Procreate but found that some effects shown in the storyboard were difficult to achieve. Instead, I used Adobe Illustrator to create the boards and combine them using Jian Ying (a video editor app). However, due to the insufficient number of frames, the video didn't look smooth. After reviewing our design, our lecturer mentioned that our style looks old-fashioned and suggested we look for more references that include a gaming style. Additionally, we can incorporate some game elements into our design. Also, we added a yellow color to our color plate. This chosen color made the design more outstanding and it was a perfect suit with the other colors in the color palette.

Week 14
This week is our final consultation before the presentation. I've only completed half of the brand advertisement process, and some group members haven't shown their parts yet. Our instructor left a comment asking us to ensure that our art style is consistent across all components. Additionally, I was assigned to design the mock-up products, including the bottle, towel, and drawstring bag.