MINOR PROJECT / PROJECTS

26/04/2024 - 26/07/2024 / Week 1- Week 14

Chew Zhi Ern / 0358995

Minor Project / Bachelor of Design (Honours) in Creative Media / Taylor's University

Projects

---

INSTRUCTIONS

<iframe src="https://drive.google.com/file/d/1jbRV4Bq6eCsbOtPS2JzWkB8mmirCZ6oq/preview" width="640" height="480" allow="autoplay"></iframe>

---

LECTURES

Week 1: Module Information Briefing

We were briefed on the module objectives and project topics for consideration during the first week of the Minor Project module. We participated in project selection and group formation, establishing the framework for future collaborative efforts throughout the module. This week marked the initial steps towards understanding project requirements and forming cohesive groups, setting the stage for the successful execution of upcoming project tasks.

Week 2: Design Thinking

In the second week of the module, the groups were basically formed and confirmed. We learned about the principles of Design Thinking through a comprehensive lecture. Then, we participated in practical group discussions and prepared questions to better grasp client needs and direct the project's path. Furthermore, the conversations with Mr. Mike provided insightful advice and guidance. This week's activities not only set the stage for a collaborative and client-focused approach that help us in developing creative problem-solving and project development in accordance with design thinking concepts, but also enabled us to gather useful information and expectations from the client during the briefing meeting.

Design Thinking in 90 Seconds

Design strategy is about thinking differently, putting yourself in the customers shoes to design solutions that not only fit their needs but delight them by emphasising through observing people in real-life scenarios (like shopping or through open-ended interviews) to uncover what people do rather than what they want. Because if you ask people what they want, they don't necessarily know. By immersing in your customers world, you can understand their needs, gains and pains.

How?

1. Emphasise

: immerse in the customers world (living and observing we developed an idea that not only excites customers but gives the story unique aged by connecting customers hears and minds)

2. Define

: the non-obvious insights

3. Ideate

: brainstorm solutions

4. Prototype

: build MVP (Minimum Viable Product) of ideas in the shortest possible time. Then, take those prototypes back to the customers and ask what they think. Design strategy starts with the customer then offers the solution not the other way around.

https://youtu.be/vQytKCT563I

5 Steps of Design Thinking for Your Business Idea or Challenge

Design Thinking is a methodology used by designers to solve complex problems / to come up first business idea / to improve existing product, service, or website.

5 Stages in the Design Thinking Process

1. Emphasise
: the ability to understand another person's feelings - brainstorming the challenges they may face

eg. if we want to focus on user, our goal should be to first connect with their stories, insights and emotions.

2. Define

: define a problem statement

A succinct statement that clearly organises -

1. the characteristics of the person (WHO)

2. the need (WHAT)

3. the insights (WHY)

start with the user in mind -

• consider who they are, where they are coming from, what challenges they face, how can we help
• also to consider their emotions and motivations

^ help to create meaningful problem statement and better prepare for the next step in this process.

3. Ideate

- brainstorm potential solutions

- Crazy Eights https://designsprintkit.withgoogle.com/methodology/phase3-sketch/crazy-8s

4. Prototype

: inexpensive, scaled-down versions of the solutions created in the previous ideation stage

its time to create the MVPs (Minimum Viable Products)

• think about the option for prototype (can choose one of the ideas from the Crazy Eights exercise)

• consider what will need, including staff, time, money, technology, and other resources

• MVP should be cost-effective and quick to develop, while still providing the basic functions that have decided on

5. Test

: an iterative phase

create, test, tweak, scrap (making improvements)

https://youtu.be/vvIRgnFqnSg

Conclusion

EMPHASISE - where we stepped into the shoes of the people in our user base to identity their challenges

DEFINE- where we expressed a core problem in the form of point of views

IDEATE- where we transitioned from identifying problems to brainstorming a bunch of potential solutions

PROTOTYPE- where we brought the ideas out of our heads and into the real world

TEST- which takes us to the next iteration of prototypes to improve our minimum viable products by testing, learning and iterating again and again.

art vs design

artist: don't care about clients, they care about themselves, self-expression

design: do work for clients not personally

✔ designers / commercial artists

✘ artists

Week 3: Project Consultation

As the module goes on, Week 3 challenges us to go farther into project consulting. During the class, we learned about the expectations that clients have about our presentations to them, so that our strategy fits in perfectly with industry norms. Following that, we refine our project concepts through group discussions and after advising meeting with Mr. Mike. The things we do this week will play a major role in determining how best to proceed with our project. This week's activities are pivotal in fine-tuning our project direction and setting the stage for effective client engagement moving forward.

what to present?

summary of the research

how to solve?

1. branding logo & name, primarily & secondary colours, typefaces, key visual (mockup)

solve -> problem statement

Week 4 - Week 9: Project Consultation

Week 10: Group Proposal Presentation

Week 11 - Week 14: Project Consultation

Week 15: Group Final Presentation & Final Project Submission

---

PROJECTS

PROJECT 1: PROPOSAL

We began by preparing a set of questions to ask our client during the initial introductory meeting and briefing session. This allowed us to gain a clearer understanding of the client's expectations and project scope, setting a strong foundation for the project.

Here are some sample questions provided by Mr. Mike.

• What is the fundamental purpose or function of the product?
• Who are the target customers or users of the product?
• To the best of your knowledge, what are the specific needs, preferences, and pain points of the target audience?
• What do you think about these competitors' products or solutions?
• What are the key features and attributes that differentiate your product from competitors?
• What technological advancements or innovations do you think can enhance the product's performance or user experience?
• How do you see your product fit into the broader market landscape and industry trends?
• Are you aware of any potential regulatory or compliance requirements that may impact the development and marketing of the product?
• What are the scalability and sustainability considerations for the product?
• Could your product be optimized for cost-effectiveness and efficiency in production and distribution?

And here are some questions prepared by our group.

Figure 1. Questions for Client

After the briefing session, to ensure we were on the right path, we conducted research on the significance of pink and the definition of "curio" to better understand the themes we were working with. Following this, each group member independently brainstormed and developed their ideas, contributing to a diverse pool of concepts. This initial ideation phase allowed us to explore various directions for this project. By fostering individual creativity and analysis, we ensured that our final decision was comprehensive and well-informed, setting a strong foundation for the project's subsequent stages.

Figure 2. Research

Figure 3. Tribes Selection

After voting, we collectively decided to pursue the Gaming Accessories Tribe as our focus. This choice was driven by its alignment with our research findings and the strong appeal it holds within the market. By honing in on gaming accessories, we aimed to create a niche that resonates with our target audience while allowing us to innovate within a rapidly growing industry. This decision set the direction for our project, guiding our subsequent research, design, and development efforts.

Figure 4. Product Brainstorming

Following our decision to focus on the Gaming Accessories Tribe, we moved into the process of determining product listings that could appeal to both of our target markets: Home & Living and Gaming Accessories. We also analyzed the behaviors and thoughts of real-life industry figures such as gamers and streamers, especially focusing on their use of products.

Figure 5. Products Listing

Additionally, we researched market trends and reviews on local blogs, forums, and e-commerce sites to understand why certain items remain in demand. This stage involved a thorough market analysis, where we examined current trends, competitors, and the target audience, particularly focusing on Gen Z and Millennial gamers. This research revealed a gap in the market for stylish and customizable pink-themed gaming accessories, providing us with a clear direction for our brand.

Figure 6. Market Research on Gaming Industry

Besides, we also decided to conduct an online survey to gather the primary data and also to better understand our target audience's preferences, behaviours, and expectations. This research would provide valuable insights into the gaming community, particularly those interested in pink-themed accessories. By gathering data directly from potential customers, we aimed to align our product offerings with their needs and desires, ensuring that our brand resonates well with the market. This approach not only validated our concepts but also informed our design and marketing strategies moving forward.

Figure 7. Research Direction

We initially developed a first draft of the survey questions, focusing on key aspects we wanted to explore within our target audience. After an internal review, we reorganized and refined the questions, leading to the creation of a second draft that better aligned with our research objectives. Following this, we sought feedback from Mr. Mike, who provided valuable insights and suggestions for improvement. Incorporating his feedback, we made the necessary amendments and finalized the survey, ensuring it was well-structured and comprehensive, ready for distribution to our target audience.

Figure 8. Potential User Personas Based on the Target Audience

Figure 9. Survey Questions #First Draft

Figure 10. Survey Questions #Second Draft

Figure 11. Final Survey Questions

Then, we began distributing it across various online platforms to reach a broad audience and gather as many responses as possible. By leveraging social media channels, forums, and gaming communities, we aimed to ensure a diverse and representative sample of respondents, providing us with valuable data to inform our project. 

While waiting for the survey responses to come in, Mr. Mike advised us to deepen our understanding by conducting contextual research focused on SWOT analysis and brand positioning maps, specifically in relation to our competitors. This research would help us identify the strengths, weaknesses, opportunities, and threats within the market, and strategically position our brand against others in the gaming accessories industry.

Figure 12. Initial Competitors

Figure 13. SWOT Analysis & Brand Positioning Map

As the survey responses were insufficient and did not meet our expected target, we decided to conduct interviews to gather more in-depth insights. We focused on interviewing gamers and streamers, as their perspectives would be crucial in shaping our understanding of the target audience's preferences, needs, and behaviors. This approach allowed us to obtain richer, qualitative data that complemented the survey results and provided a clearer direction for our project. So, here are the questions we prepared for the interviews, targeting gamers and streamers to gain deeper insights into their experiences and preferences.

Figure 14. Interview Preparation

Ultimately, we interviewed four individuals, and their responses are summarised below.

Figure 15. Results & Analysis for Interviews

In addition to the interview results, we recognized the importance of analyzing the responses from our online survey, especially given the time constraints of the project. We received a total of 77 responses, which provided us with a broader perspective on the preferences and behaviors of our target audience.

Figure 16. Results & Analysis for Online Survey

After completing all of the primary data analysis, we proceeded to the next stage, which included developing an empathy map, creating user personas, and formulating insight discovery, a problem statement, and drafting a "how might we" statement. Each of these components were crucial in distilling the collected data into actionable insights that would guide our design process. Mr. Mike provided us with guidance and corrections, ensuring that our analyses were both accurate and comprehensive.

Figure 17. Empathy Map

Figure 18. User Personas

Figure 19. Insight Discovery

Figure 20. Problem Statement

Figure 21. "How Might We" Statement

We developed the design systems, which involved making a mood board, investigating logo ideation, choosing font, identifying important design aspects, and deciding on the colour palette, after gathering all the required research data. During this phase, we were able to guarantee consistency among all touchpoints and visually represent the identity of our brand.

Figure 22. The Idea

Figure 23. Moodboard

Figure 24. Logo Ideation

Figure 25. Finalising the Logo Design

Figure 26. Graphic Elements Design

Figure 27. Key Visual

In addition, we also need to develop the user stories and user journey map based on the user personas we have done earlier while some team members focus on the visual design aspects. This ensures a cohesive approach, where the user experience is seamlessly integrated with the visual identity, resulting in a well-rounded brand strategy.

Figure 28. User Stories

Figure 29. User Journey Map

For our website, in addition to the colour scheme, graphic elements, and logo, we also had to create wireframes and the user interface design for this proposal presentation. We developed the information architecture (IA) and sitemap, which directed our design process, to guarantee an organised approach. In order to confirm that our design complies with industry standards and to assist us determine our direction, we also investigated and evaluated other websites as references.

Figure 30. Website References

Figure 31. Three UI Designs

Figure 32. Information Architecture (IA)

Figure 33. Sitemap

Figure 34. Landing Page Wireframe 

Figure 35. Products Page Wireframe

To help our clients better understand the flow for the website, we used Amira, our main persona from the user personas we developed earlier. By focusing on her specific needs, we created a user flow that guided the website's design. This flow was then used to develop a showcase of the website, allowing users to interact with and click through some key call-to-action buttons, demonstrating how the site would function in real-world scenarios.

Figure 36. User Flow

Figure 37. Prototype Based on the User Flow #Amira

Finally, we have compiled all the necessary contents into slides and are ready for the proposal presentation.

Figure 38. Grid Preview of the Slides for the Proposal

Figure 39. Proposal Slides

PROJECT 2: MANAGEMENT PROTOCOLS

After our proposal presentation received approval, we moved forward with the project by assigning tasks to each team member. The next steps involved several key areas: 3D modeling of our key products, website prototyping using Figma, packaging designs, social media strategy, and final presentation preparation.

I was tasked with creating 3D models of a gaming chair and a beanbag, while another teammate took the initiative to design the keyboard and keycaps.

Figure 40. Gaming Chair

Figure 41. Beanbag

Figure 42. Keyboard

Figure 43. Keycaps

For the website, we need to create a prototype using Figma, adhering to the design chosen by the client during the proposal presentation. However, after receiving feedback from Mr. Mike, we found that our design lacked consistency in visual elements. To address this, we made amendments to align the design with our brand's personality—contemporary, unique, and fun. The final outcome of the website prototype reflects these adjustments.

Figure 44. Initial Prototype Iteration

Figure 45. Prototype Progression

Figure 46. Progression

Figure 47. Final Updated Version

Figure 48. Figma Design Board

Figure 49. Final Outcome for Website Prototype

In terms of packaging, we initially designed packaging for the keyboard and keycap only. Mr. Mike recommended expanding the packaging designs to include small, medium, and large sizes so the client could better visualize the overall concept. Consequently, my teammate designed additional packaging for the beanbag after consulting with Mr. Mike.

Figure 50. Keyboard Packaging #1

Figure 51. Keyboard Packaging #2

Figure 52. Keyboard Packaging #3

Figure 53. Packaging for Keycap

Figure 54. Beanbag's Packaging

For the social media strategy, we planned content according to the customer journey map, covering four stages: awareness, consideration, decision, and service.

Figure 55. Customer Journey Map

Figure 56. Social Media Strategy Planning Outline

1. Awareness Stage

: This stage of the user journey involves the brand's efforts to increase brand awareness by using social media platforms to attract users to the brand.

Figure 57. Coming Soon Teaser Posts

• Generate curiosity and excitement about our products.
• Highlight key features and upcoming launches.

Figure 58. Instagram Reels

Figure 59. Teaser Post

• Capture attention quickly and keep viewers engaged.
• Highlight unique aspects of our product in an appealing and memorable way.

Figure 60. Instagram Profile Overview

• Main social media platform.
• Wide reach and interactive nature capture potential customers' attention.
• Brand's personality, values, and unique selling points.

Figure 61. Instagram Story Advertisements

• Short, visually appealing ads to reach a wider audience.
• Use of swipe-up links to direct traffic to our website.

Figure 62. Youtube Advertisements

• Targeted ads showcasing product functionality and user benefits.
• Integration with popular channels and influencers to enhance reach.

2. Consideration Stage

: Consumers are currently exploring product features, where the emphasis lies on comparing competitors with our brand. This comparison includes pricing, aesthetics, values, and more.

Figure 63. Content Creations

• Helps potential customers understand our aesthetic and the community around our products.
• Reach a broader audience.

Figure 64. Key Opinion Leader (KOL) Collaboration Posts

• Partnering with influential personalities to boost credibility.

Figure 65. Events

• Collaborations with other brands.
• Creating memorable experiences for potential customers.

Figure 66. Online Review & Testimonials

• Encouraging satisfied customers to leave positive reviews.
• Displaying testimonials prominently on our website.

Figure 67. Promotions & Offers

• Special discounts and limited-time offers to entice purchases.

3. Decision Stage

: This section of the user journey flow showcases the consumers' decision-making in purchasing our products and doing the necessary steps.

Figure 68. Product Page (Website)

• Detailed descriptions of our products.

Figure 69. Product Customisation Flow (Website)

• Feature for customizable keyboards, allowing users to match colors and components.

Figure 70. Purchasing (Website)

• Clear display of total price, payment methods, and shipping information.

4. Service Stage

: This section aims to showcase the packaging design of the products that they purchase and the flow of customer servicing.

Figure 71. Packaging

• Provides an exceptional unboxing experience.
• Leaves a lasting positive impression, showing attention to detail.

Figure 72. Customer Service & Support Page (Website)

Figure 73. Support Page (Website)

• Comprehensive refund and return policy.
• Detailed FAQs.
• Terms and Conditions clearly outlined for transparency.

Others Contents

Figure 74. Pre-Launching Contents

To effectively execute our social media strategy, we developed a comprehensive social media calendar that outlines specific actions and content for each stage of the customer journey. This calendar not only includes the timing and frequency of posts but also details the type of content to be shared, such as promotional materials, product showcases, and customer testimonials. By aligning our posts with key dates and events relevant to our target audience, we aim to maximize engagement and brand visibility. The calendar also incorporates various platforms, ensuring that our messaging is consistent across all channels, thereby reinforcing our brand identity and fostering a stronger connection with our audience.

Figure 75. Social Media Contents Calendar

PROJECT 3: FINAL PRESENTATION

Once all tasks were completed, we made the necessary improvements based on feedback to enhance our final presentation. The final slides represent our completed work for this module, marking the culmination of our efforts.

Figure 76. Grid Preview of the Slides for the Final Presentation

Figure 77. Final Presentation Slides

---

FINAL SUBMISSION

MIRO BOARD

Proposal Presentation Slides

Figma Design

Website Prototype

Final Presentation Slides

Project Tracking Document

---

CONSULTATION FEEDBACK / REFLECTIONS

Week 1: 

- We were given a detailed briefing on the module's objectives as well as the expectations of the projects during the first week. Following that, Mr. Mike gave us an overview of the project topics that we could choose one by one. Not only did this allow us to approach our work with clear direction, but also enable us to align our interests and skills with suitable topics and group members from different specialisations. We actively took part in the selection of the project topics and established groups, which set the stage for cooperation throughout the module. Upon careful consideration and analysis, I decided to work on the project topic of “pink stuff”. Moving forward, I plan to actively participate in collaborative work within the group using the professional knowledge gained from previous semesters. By maintaining open communication and fostering a supportive team dynamic, I aim to maximise our collective potential and achieve success in project efforts.

Week 2: 

- In the second week of the module, the groups were basically formed and confirmed. We learned about the principles of Design Thinking through a comprehensive lecture. Then, we participated in practical group discussions and prepared questions to better grasp client needs and direct the project's path. Furthermore, the conversations with Mr. Mike provided insightful advice and guidance. This week's activities not only set the stage for a collaborative and client-focused approach that helps us develop creative problem-solving and project development in accordance with design thinking concepts, but also enabled us to gather useful information and expectations from the client during the briefing meeting. Our first Q&A session with the person in charge from Brandialogue provided clarity amid project ambiguity, fueling our determination to conduct further research and finalise our direction amidst the possibilities of project options available.

Week 3: 

- In preparation for this week's class, each member of our group brainstormed ideas for potential tribes that aligned with our brand. Subsequently, we collectively reviewed and voted on the proposed ideas within the group. We were torn among the beauty and skincare, home and lifestyle, and gaming accessories. While the cosmetics and skincare tribe seemed promising, concerns arose regarding its strength in terms of offering unique curios, niche products, and collectibles. Consequently, our team deliberated and pivoted towards exploring gaming accessories or home life products as potential development directions. After some discussion, we opted to pursue the development of a tribe centred around gaming accessories. We initially outlined a range of related products and then sought advice from Mr. Mike. However, our idea lacked persuasiveness when we presented as our ideas for product integration failed to sufficiently stand out and we should think outside the box. Mr. Mike effectively proposed a hybrid approach, combining gaming accessories with home and living products, emphasising the untapped potential at this crossroads. His insight prompted us to rethink our strategy. He also highlighted the importance of innovation and anticipating future trends to establish a competitive edge for the company. This resonated with the lecture learned in previous week, that we must understand the needs of our customers and conduct thorough market research in order to be successful. Obviously, data is the most powerful evidence. Mr. Mike's suggestions not only clarified our next move, but also provided us with new viewpoints. And so, we realigned our efforts. Some of us focused on compiling a list of potential products, while the others took the responsibility of researching suitable marketing strategies and target demographics. In essence, it emphasised the imperative to innovate and think beyond conventional boundaries, a mindset crucial for navigating the evolving landscape of the industry.

Week 4:

- For this week, we confirmed our research methodology and drafted our survey questionnaire to gather insights on the respondents' gaming habits, consumer behaviour, product interests and more. After organising our questionnaire, we consulted with Mr. Mike. During the consultation, he emphasised the importance of observing how successful brands use social media to engage customers and their strategies. He advised us to ensure each survey question is valuable and provides insights for our brand development, suggesting we remove unnecessary questions. He also highlighted the need for a clear research objective to guide us throughout the project and advised us to consider responses from participants who might answer "no" to some questions. Mr. Mike's feedback was invaluable in refining our survey and ensuring it would yield useful data for our project. By focusing on relevant questions and having a clear research objective, we can better understand our target audience and their preferences, which is crucial for our brand development. Moving forward, we will apply this learning to ensure our research is targeted and efficient. The insights gained from the survey will inform our product development and marketing strategies, ultimately helping us build a brand that resonates with gamers. This approach will also be useful in future projects and professional endeavours where targeted research is essential.

Week 4:

- After our consultation meeting with Mr. Mike, we thought we were making progress but found ourselves stuck again, struggling to formulate an effective questionnaire. We realised that beyond clear and simple wording of questions, we also needed to ensure comprehensive coverage to collect valuable data, but recognized that the flaw in online surveys, which is that too many questions in online surveys could lead to respondent dropout, reducing our data set. This prompted further discussions with Mr. Mike, who suggested conducting interview sessions for more detailed insights. He also advised us to target a global audience rather than limiting our brand to local markets only. Additionally, he recommended performing a SWOT analysis, creating a brand positioning map, and researching market competitors to provide us a clearer direction. This guidance was crucial for refining our approach and gathering necessary information. Mr. Mike's advice was instrumental in helping us refine our questionnaire and develop a more strategic approach. By conducting interviews and performing thorough analyses, they will provide us with detailed and actionable data, which are essential for our brand development. We also realised the importance of starting work on our brand's mood board or identity, including visual elements such as the brand name, logo, colour palette, and relevant mockups. Moving forward, we will distribute the revised survey via social platforms to collect as many responses as possible. We will also conduct the suggested analyses and research to inform our next steps. This iterative refinement process, guided by Mr. Mike's feedback highlights the importance of strategic planning and ensures we have a clear direction for our brand development, which will be valuable in future steps.

Week 6:

- We have worked hard over the past few days to get as many people to complete the survey as we can; we even searched for social media communities where individuals of interest could be found and asked them for their help to fill out the form. We are still falling short of our targeted response amount, though. We have made the decision to conduct interviews with streamers, content creators, and gamers while we wait for the survey results. As a result, we are finalising the interview questions in order to get deeper and gather more favourable data as well as insights into the market trends. Following his viewing of our interview questions, Mr. Mike recommended that we cut back on the quantity of questions and make sure they are relevant and necessary. We also need to gather all of the survey and interview data as quickly as possible because we are running out of time. In this manner, we can resume the timeline as fast as possible and go on to the data analysis step, which comes next. Currently, the attributes on our brand positioning map are somewhat out of point and inconsistent with our brand, even though we have completed the SWOT analysis. To identify our competitors, we must carefully consider which two traits are most important to us. Additionally, in order to prevent more delays that may impede the process as a whole, we must ensure our progress and efficiency.

Week 7:

- This week, Mr. Mike reviewed our empathy map, user personas, insight discovery, and the problem statement. At this stage, our focus is solely on analysing and reporting the collected data rather than providing solutions. In some parts, our expressions may have been incorrect or differed from our original intentions. With his guidance, we corrected and completed all the necessary analyses, particularly the insight statements and the "how might we" section. The three aspects of design, price, and inclusiveness in the "how might we" are the core issues we aim to address throughout our project, originating from the problem statement. We have the option to create a goal statement or skip it as needed. More importantly, we should start developing our design system. Since we had already come out with the brand name and colour tones before discovering the insights, it is essential to reevaluate these elements to ensure they align with the collected insights. We must consider what logo is suitable for this category of gaming accessories and whether it aligns with the brand's personality. Then, we can embark on our design journey. According to Mr. Mike, our current design lacks comparison with existing competitors, making it deficient. We need to study more logos of competitors within the same personalised gaming accessories market to understand their appearance and representation. Essentially, the logo and slogan should convey their personality. This approach will allow us to justify our design to clients, showing that it is based on the insights and personality we discovered. Also, we need to pay attention to design basics while creating our logo, ensuring it reflects our brand personality. Additionally, we do not need to design all the products ourselves but just collect references from the web.

Week 8:

- As of this week, it was independent learning week, so we had our consultation online with Mr. Mike. He checked the work we should have completed earlier but had neglected. First, he reviewed the user stories and advised us to shorten them as they were too long. Then, we moved on to the user journey map, which he found satisfactory. Moving forward, we need to integrate all the keywords from the problem statement into the design systems to ensure our designs adhere to these keywords. This is crucial because if the design does not align with the keywords, it will not convey the desired look. The keywords are vital as they define the brand's characteristics. When choosing references, we must ensure they motivate and inform our design choices for the brand's logo and identity, including the logo mark, logotype, typefaces, colours, graphic elements, and key visuals. All these elements must reflect the majority of the keywords mentioned.

Furthermore, we need to be able to explain why each element is designed in that particular way, its concept, and how its characteristics align with the keywords. This attention to detail applies to the key visuals as well, where we must understand the reasoning behind the chosen images, what feelings or information they convey, and the impression they are meant to give. This level of detail is necessary for defending our design choices when presenting our logo or logotypes and brand identity. The same goes for designing the webpage, including the UI design concept, layout, and typeface. We must be able to justify every design decision.

Regarding information architecture (IA) and the sitemap, IA is about managing contents and information, ensuring nothing is left out, and knowing where all relevant contents are placed under main or sub-menus. However, the sitemap focuses on user flow, ensuring users can navigate from one page or section to another as intended. Wireframes, typically built from the sitemap, are displayed as diagrams and can be shown in Figma format as wireframe prototypes. However, Mr. Mike advised us not to create the entire wireframe now, as showing one or two pages of the web or app is sufficient in the presentation later on.

Returning to the user journey and customer journey maps, the customer journey differs from the user journey by brainstorming how to attract users to our product, a task not yet appropriate since we haven't received client approval for our designs, brand identity, and development. The big idea section should communicate the campaign's concept across all platforms, including social media, videos, and print ads, ensuring people understand the core product being promoted. While a big idea is memorable and impactful, it is challenging to create, often requiring significant investment from advertising companies. Given our limited time, Mr. Mike advised against pursuing a big idea now.

For the positioning statement under the section of the idea, we must create it to understand our standing compared to competitors, explaining our differences based on the SWOT analysis. For brand values, we need to revisit the problem statement and identify the keywords that represent our core values. Additionally, we should divide the work and start our respective tasks from now on, such as brand identity, UI/UX for the web, and preparing slides. Once ready, we can send the slides to Mr. Mike for review.

Week 9:

- For this week’s agenda, Mr. Mike reviewed our presentation slides, which we will use to present our proposal to the client later on. He emphasised the importance of clear, readable fonts and consistent presentation formatting. For sections with a lot of text, we should shorten them or highlight keywords in bold. Ensure the background contrasts with the content to make it clear and readable. Additionally, avoid using animation transitions to prevent instability during the presentation, unless when presenting offline from a hard disk, but not from the cloud.

For the personas section, we were told to highlight key points rather than cover all information. Similarly, for the problem statement, we should focus on the main problem statement and avoid discussing user needs and insights in detail. It is essential that the idea part includes all keywords from the insight statements, as these keywords will guide us when we move to the art direction. The brand story should be concise, with keywords highlighted for the client to see, while we elaborate during the presentation. We faced challenges with the brand identity, particularly with the key visuals, which resembled a mood board rather than key visuals. Key visuals should effectively showcase all our logos, colours, photography, graphic elements, typefaces, and more. We need to choose visuals that can incorporate all these elements. We also lack graphic elements, which Mr. Mike advised us to create. These elements, often inspired by the logo or logomark, should enhance our brand personality and create awareness of who we are. They should convey the same values we previously mentioned and align with current trends. Combining typefaces, graphic elements, colours, and more into a single visual will allow the client to see everything in one glance. This could be a poster, video, or website homepage. We misunderstood wireframes as well; they are not the website itself. We need to create one or a couple of UI designs to show the client what the website will look like, serving as both the key visual and a UI proposal. The key visual should carry everything, allowing the client to see the complete vision at a glance.

Since we don't have a physical store, the website is essential to our business and should be our main focus. Wireframes should be presented to show the layout, and we must include our information architecture or sitemap in the slides to ensure the client knows all information is appropriately placed on the website. Approval is needed before we finalise the information architecture, and the sitemap will illustrate the user flow. In Figma, we should highlight the user journey map, focusing on the main persona's experience from the beginning to end. This prototype should highlight the web pages that the user will navigate through. Understanding the user flow is important for the client, as it connects to the problem statement and "how might we." When presenting wireframes, we need to corner the client based on the design rationale derived from the problem statement and "how might we," as clients often don't know what they want. We should provide three UI design proposals, referencing our contextual research and competitors’ designs to ensure we can compete effectively.

In conclusion, the presentation needs to include the following missing parts: graphic elements, key visuals, sitemap, information architecture, a wireframe prototype based on the main persona, and three UI design proposals for a selected webpage.

Week 10:

- We attended class today, and since we were still working on our project, our group didn’t have a consultation session with the teacher. Instead, we had a group discussion about work allocation and our plans for the coming weeks. Having just finished presenting our proposal to the client, we also took the time to reflect and discuss areas for improvement, including the web page colours and design that the client selected.

Week 11:

- As it is the end of the semester, the final assignments for each module are coming. Therefore, we did not make much progress on this module and so we did not attend the consultation as we did last week. However, we still used the time to complete as much as possible.

Week 12:

- We began by reviewing our brand identity, specifically focusing on our logo. Although our proposal has been approved by the client, Mr. Mike still provided some additional feedback. He pointed out that while the overall concept is strong, the current explanation of the "-ify" suffix in our brand name, "Pinkify," doesn't fully align with its intended meaning. The "-ify" suffix means "to make," so "Pinkify" should convey the idea of "making it pink." The most important aspects to emphasise are personalisation, customisation, style, and aesthetics, as these directly relate to the brand name. However, concepts like empowering gamers and enhancing experiences, while important, do not directly signify the brand name. We need to revise the rationale for the brand name to better reflect its meaning, while still incorporating relevant keywords.

In terms of the logo's design, it should align with the keywords we've previously identified, such as futuristic, customization, personalization, and aesthetic. It's important to clearly explain how these concepts are reflected in the shape of our logo mark, the letter "P." Additionally, we should provide a definition of the "P" in our logo mark that shows how it aligns with our brand name. Mr. Mike also highlighted that the design of "inkify" clashes with the "P" in terms of style, with the mix of sans serif and serif fonts breaking typography rules and creating an unbalanced appearance. This imbalance in the logomark could convey a negative impression to users, especially when "inkify" is removed, the "P" appears unstable. We need to address this and clarify the rationale behind our graphic elements' design.

Next, we reviewed the prototype of our website. The design was found to be inconsistent, with visual elements not uniformly applied. It's crucial to consider the personality we want our users to associate with our brand. While we shape the brand, it's the users who ultimately confirm whether we've successfully conveyed the intended emotions. Based on our branding overview, the finalised personalities should be contemporary, unique, and fun.

Given the feedback from Mr. Mike, we need to make amendments and continue working on our final tasks of our project. We still have a long way to go, and it's crucial that we apply these graphic elements thoughtfully to ensure our design choices are clear and effective. Although we still have less than three weeks to go, it's important to address these issues promptly, as our presentation is approaching.

Week 13:

- This week, we conducted our consultation online. Mr. Mike started by going over our justification for the brand name and logomark, which he had mentioned needed to be changed the week before. Next, we presented the visual elements that will be applied to our website. Going ahead, we also presented the prototype for our website. He provided us with insightful feedback and direction on the design, which greatly helped us in making more decisions about it. Regarding the packaging designs, it’s up to our group whether we want to create them or not, and they only need to be visual mockups, but not the physical mockups. In this instance, we can develop one design for each category, such as lifestyle, gaming accessories, and collections. The designs should also adhere to industry practices and pricing considerations. Additionally, we need to start working on the draft of our final presentation slides and send them to Mr. Mike for review before the actual presentation day.

Week 14:

- In order to prepare for the upcoming client meeting, our team spent the time focussing on refining our final presentation. We submitted our presentation slides to Mr. Mike for his feedback, which highlighted several key areas for improvement. First, he suggested that we should limit the word count on each slide to a maximum of 20 words to make the presentation more concise and impactful. Additionally, Mr. Mike emphasised the importance of visual clarity, advising us to avoid using the same background colour as our product design when showcasing visuals, because this could detract from the impact of our presentation. He also recommended that we showcase our website design and user flow directly through Figma during the presentation, rather than just relying solely on slides, so that we can provide a more interactive experience for the client.

A significant part of the feedback focused on our social media marketing strategy, which Mr. Mike pointed out was underdeveloped and lacked long-term sustainability. He suggested that we should organise the strategy using a customer journey map with different stages that we have done earlier, which would make it more comprehensive and aligned with the brand development. In response to this input, we promptly made adjustments, equally dividing the tasks related to the social media campaign to ensure that everything was completed on time and effectively. We also reconfirmed our presentation submission timeline and worked collaboratively to refine the slides based on Mr. Mike’s comments, making sure they were concise, clear, and aligned with our presentation flow.

Week 15:

- Finally, we wrapped up our efforts with the final presentation. We thoroughly updated all the necessary contents into the slides and assigned different sections to each member. To ensure smooth delivery, we conducted several practice runs, focusing on timing and presentation flow, which paid off during the actual presentation. The presentation went smoothly, and our client, Mr. Damien, provided insightful inputs. He highlighted the importance of developing a deeper psychological connection with consumers, a topic we had not fully explored before. This feedback opened our eyes to the significance of addressing consumers' perceived needs and desires into our branding approach. Furthermore, Mr. Damien recommended that we have included a more comprehensive overview of the target audience in our final presentation, just like we had done in our proposal deck. We didn't go into great detail because we felt that since we had already covered this in the past, there was no need to repeat it and we could utilise the time to cover topics that hadn't been covered yet.

Last but not least, this week has been a huge learning experience that has brought to light the significance of careful planning and strategic thinking in branding. Working on this module with such supportive and dedicated teammates has made me very pleased, and I wanted to express my gratitude. Ultimately, I am unsure about the perspectives of my fellow team members, but I am truly satisfied with all of our endeavours, including the final results that we produced.

---

REFLECTIONS

Experience:
Working on the "Pinkify" project under the Minor Project module with our client, Brandialogue, has been an enlightening journey. Throughout the process, I actively participated in various stages of brand development, from initial ideation to final presentation. Collaborating with my team members on creating a brand centered around pink-themed gaming accessories allowed me to explore creativity in a structured yet flexible manner. The project pushed us to think outside the box, especially in how we could differentiate our brand in a competitive market. I felt a strong sense of ownership and pride as we moved closer to our final vision, and it was particularly rewarding to see our ideas materialise into concrete branding elements like the logo, colour palette, and packaging designs.

Observations:
During the project, I noticed a few key strengths and areas for improvement both in myself and within the team dynamics. I observed that my team members and I had a good synergy, especially in brainstorming sessions where we could bounce ideas off each other effectively. However, I also noticed that we sometimes struggled with time management, particularly when aligning our schedules for meetings and feedback sessions. Observing others, I saw how certain team members excelled in visual design, bringing a unique aesthetic quality to our project that elevated our brand identity. I also noticed the importance of clear communication within our team, as it ensured that we stayed aligned with the expectations.

Findings:

Reflecting on the entire process, I learned a great deal about brand development and the intricacies of launching a new product in a niche market. I discovered that creating a brand is not just about having a great idea, but also about executing it effectively with attention to detail in every aspect, from the logo design to the packaging. I also learned more about my own work habits, realizing that while I excel in creative thinking, I need to improve my time management and organization skills to better handle multi-stage projects.

Looking at the project as a whole, I see areas where we could strengthen our work, particularly in refining our initial research phase to be more comprehensive, ensuring that our brand positioning is as robust as possible. Moving forward, I plan to apply these lessons by being more proactive in the planning stages of future projects, setting clear milestones and deadlines to keep the team on track. The skills and insights gained from this module will undoubtedly serve as a foundation for my future endeavours and beyond.