Minor Project / Skin Health (Brandialogue)
28/08/2023 - 13/12/2023 / Week 1 - Week 16
Anna Ong Su Kuan / 0353775
Minor Project / Bachelor of Creative Media / Taylor's University
Skin Health (Brandialogue)
cover pic
CONTENTS
- Instructions
- Important Links
- Final Submission
- Feedback
- Reflections
INSTRUCTIONS
The file above is the module booklet that informs us what is the requirements throughout this module.
The file above is the presentation deck that was presented to us at the start of our semester, to let us know who are the clients available and what they do.
IMPORTANT LINKS
- Miro Board
- Final Proposal & Presentation Deck
- Final Website
- Final App
- Final Project Tracking Document
Proposal
Brief (Week 1)
https://drive.google.com/file/d/1QqPy73aAcdktEd9n3t7VfGsI_yYH62lA/view?usp=drivesdk
The link above shows the initial client brief that we were given according to our group's choice. For this week, we just did some minor discussion to prepare us for the following week.
Contextual Research (Week 2)
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| Fig 1.1 My Initial Research, (04/09/2023) |
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| Fig 1.2 Group Initial Research, (04/09/2023) |
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| Fig 1.3 Summarise Info, (08/09/2023) |
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| Fig 1.4 Questions For Client/Survey, (08/09/2023) |
This week we focused on gathering information found on the internet or in official papers. After receiving feedback from the lecturer, we continued by summarising all the information we each found separately & putting them into 1 whole board. Fig 1.4 was an extra thing to ensure we don't forget those questions that could become beneficial to us in the future.
User Personas (Week 3)
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| Fig 2.1 User Personas, (11/09/2023) |
Survey Build-up (Week 4)
As a group, we started to brainstorm and construct questions that would be appropriate and relevant to our research. This is important since specific questions are for certain target groups.
Survey Summary (Week 5)
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| Fig 3.2 Surveys Summary, (22/09/2023) |
We had only about a week to gather our responses since this project didn't give us that much time, especially since we had to prepare for our mid-term presentation to the client. After showing it to the lecture, we were then tasked to summarise all 3 surveys into 1 board.
Insight Discovery (Week 6)
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| Fig 4.1 Insight Discovery, (25/09/2023) |
Using the results we got from the surveys, we started brainstorming concepts and ideas for our future art directions, color styles, and how we should be showcasing our content.
Problem Statement & How Might We (Week 7)
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| Fig 5.1 Problem Statement, (02/10/2023) |
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| Fig 5.2 How Might We, (02/10/2023) |
After confirming 1 concept from the actions done before, we then start to develop our brand further & figure out what we can do to provide designs that suit each target audience.
Brand Guideline & Mid-Term Presentation (Week 8)
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| Fig 6.1 Brand Guideline, (09/10/2023) |
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| Fig 6.2 Mid-Term Presentation, (09/10/2023) |
Art Direction (Week 9)
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| Fig 7.1 Brand Logo, (16/10/2023) |
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| Fig 7.2 Brand Colors, (16/10/2023) |
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| Fig 7.3 Type Choices, (16/10/2023) |
The brand logo & colors were updated after receiving feedback from our client after the mid-term presentation.
User Journey Experience (Week 10)
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| Fig 8.1 User Journey Experience, (23/10/2023) |
For this week, we had to plan how and what a user will experience from the start of the Kickstarter campaign until the end. We need to ensure our touchpoints are as detailed as we can so that it will be easier to figure out what type of content we need.
Final Execution Progress 1 (Week 11)
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| Fig 9.1 Gantt Chart, (30/10/2023) |
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| Fig 9.2 Design Progress Round 1, (30/10/2023) |
Splitting the task wasn't too difficult since it was quite straightforward according to our specialization. However, the initial stage of the social media post process wasn't as easy.
Final Execution Progress 2 (Week 12)
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| Fig 10.1 Design Progress Round 2, (06/11/2023) |
This week was mostly a progression of the social media posts and website, while the promotion videos are slowly being developed at a good pace by my teammate.
Final Execution Progress 3 (Week 13)
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| Fig 11.1 Design Progress Round 3, (13/11/2023) |
Final Execution Progress 4 (Week 14)
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| Fig 12.1 Design Progress Round 4, (20/11/2023) |
Final Execution Progress 5 (Week 15)
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| Fig 13.1 Design Progress Round 5, (27/11/2023) |
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| Fig 13.2 Social Media Layout, (27/11/2023) |
Final Submission
For all final submissions, please refer to the final links. Click the link below to go back to that section.
Link
FEEDBACK
Week 3
Specific (Group) Feedback
- Recommend presenting recent innovations if the client considers expansion.
- Summarise all the points into one board for clarity and conciseness.
Week 4
Specific (Group) Feedback
- Keep only three out of the five user persona
- Keep in mind that adults can be the ones with spending power for their kids/teenagers/grandparents
Week 5
Specific (Group) Feedback
- Check the grammar spelling
- Be more precise for some words/Add more context
- The questions are too demographic and not psychographic enough
Week 6
Specific (Group) Feedback
- Create a comprehensive summary of all surveys for quick reference.
- Shift focus from mere actions to deeper, thoughtful concepts in our analysis.
- Ensure inclusion of percentages for added detail in our summaries.
- Our question based on long term goals is more towards a lifestyle point of view rather than treatment point of view.
- The consumer behaviour will be related to the advertising frequency later on such as which channel or - platform we should use more to promote our products.
- Lastly, keep in mind that our problem statement should be short enough to memorise.
- Use "quality and durability," "transparency," and "comfort as our insight statements.
Week 7
Specific (Group) Feedback
- insights: what did you learn from the survey data that is identified confirmed needs for eczema patients
- Insights: problems
- How might we: solution
- Shorten the problem statement
- Pick the strongest among 3 for problem statement
- Turn the insight into a "How might we" question with an orange box
- Start on the art direction
- Get inspiration from the client's design
- Visual-heavy presentation, less text
- Our own designs for art direction
- Client presentation in Week 9.
Week 8
Specific (Group) Feedback
- Rephrase the insight statement and problem statement.
- Adjust the questions for the "how might we" section.
- Begin creating the presentation slides and address any tasks related to art direction and moodboard development.
Week 9
Specific (Group) Feedback
- Thin lines don't work for the logo
- Refer to high design magazines for the typeface. Try to combine serif and sans serif.
- Photography and key visuals need to target the mom and older gens too.
- The style needs to be consistent.
- Include an "About" section on the website to introduce co-founders and define the brand's purpose.
- Investigate the most efficient shipping methods (e.g., by air or sea, fast or slow) as an add-on.
- Shift the app's focus towards the community aspect, potentially including product care basics. Also, verify alignment with the persona.
Week 10
Specific (Group) Feedback
- Choose another font for the sub-heading
- Experiment with shapes that match the brand's logo for the website
- Fill in the customer journey map
Week 11
Specific (Group) Feedback
- Create a magazine for Malaysia.
- Develop light box ads (OOH advertising).
- Produce motion graphics with a luxurious design.
- Decide between YouTube or TikTok for marketing.
- Implement a 2-week strategy for awareness and teaser posts (repeating on days 1, 3, 7 and 2, 4, 6).
- Follow up with a new set of posts in weeks 3-4.
- Consider using fake customer testimonials.
- Incorporate a quiz for sign-up, enabling email delivery of prescriptions.
- Use the quiz to gather sign-ups for personalized information and advice.
- Ensure content can be refreshed for new customers over time.
Week 12
Specific (Group) Feedback
Graphic:
- Incorporate a vignette effect in the posters for added visual appeal.
- Adjust the colour of the word "confidence" to enhance its impact.
- Ensure that collateral materials effectively convey the values outlined in the positioning statement.
- Clearly communicate the authenticity of our brand in all touchpoints with the market.
- Avoid incorporating nostalgic elements in the design.
UI/UX:
- Microsites are temporary solutions with a specific purpose, rather than permanent fixtures.
- No need to create a separate site or domain for microsites.
- Enhance the layout, which is currently too basic.
- Utilise star ratings for a more traditional and recognizable format.
Animation:
- Integrate GIFs consistently across the website, microsite, and social media platforms for a cohesive brand presence.
Week 13
Specific (Group) Feedback
Graphic:
- Enlarge the font size to improve readability and visual impact. Test on various devices to ensure legibility.
- Adjust the kerning of the font
- Integrate a QR code for the lightbox feature
Website:
- Avoid a template-like feel by finding a reference design that aligns with your vision. Maintain consistency throughout the website for a cohesive look.
- Apply the chosen reference consistently across all pages to create a unified and professional appearance.
- Test font sizes on both mobile and laptop screens to find an appropriate size for readability. Apply this testing to icons as well for a cohesive design.
Week 14
Specific (Group) Feedback
Graphic:
- Try to play around with the lightbox’s keywords.
- Add more graphical elements.
Website:
- The layouts aren’t consistent enough.
- Experiment more with the layout and colours and try to play with the negative space
Animation:
- There is a video inconsistency between first and second halves.
- Slow down the first part and play around with the kinetic typography.
- Emphasize consistency in typography throughout the entire video.
Week 15
Specific (Group) Feedback
UI/UX:
- Add the horizontal rectangles into every page.
- Add the gradient icon into other pages as well.
Animation:
- Much better than the previous one.
REFLECTIONS
Week 1 : We were given a more in-depth brief of our chosen project from our client, which was also a great moment to know how the idea came about. The project seems even more interesting after hearing about the client’s intention behind the brand, which makes me excited to work with her. The client has also done some research to provide a direction and idea of how the brand should look, along with a starting brand name to build upon. Having base information about the brand will help to give us a better direction to brainstorm ideas that will work well.
Week 2 : This week we learned about the process of design thinking & how important it is to start with contextual research. We also watched a couple of videos to further understand what design thinking is & why it is so important. As we must understand the brand & the process as well or better than the client, as this will help us with the design process. Researching our chosen brand was quite time-consuming as one topic was related to another important topic, so it was almost like a continuous path down the rabbit hole.
Week 3 : We were taught what a user persona & why we need it in our design thinking process. This is because it can help us have a better understanding of what & how future consumers will think, & possibly what they look for in a brand or product. This will be an interesting experience as it is my first time creating a user persona with detailed information, so it will be useful knowledge to have for future assignments or work.
Week 4 : After meeting with our client for the first time physically, we were able to clarify some questions we had with her to understand the brand better. Having a feedback session with our lecturer in regard to our user persona was also great as we could understand better how to categorize our target market. Towards the end of class, we started forming questions for our Google form to be sent out to people. Our issue would be finding enough participants on a global scale to fill in our forms.
Week 5 : Once we had received our initial feedback, we realized that we started the survey with the wrong mindset. This caused the quality of our questions to be rather lacking, so we had to brainstorm on the spot in order to receive feedback ASAP. When everything was cleared, we started sending the survey out to gather data. Finding people who matched our target market or were willing to participate in the survey was much harder than we thought. Having less than a week to gather data was definitely not enough, but we had to move on in order to complete our project in time.
Week 6 : As we weren’t sure what to fill in for the insight discovery, we tried our best to complete it to avoid wasting any time. After understanding what we needed to do, we were fortunate to have our key insights being useful. This helped us to save some time and brainstorm more ideas knowing what our concept would be. Summarising all 3 forms together was quite time-consuming, which made me realize that making it all into 1 single form could’ve been easier.
Week 7 : Working on our insights made me realize how to identify and create them using our insight statements, which wasn’t as easy as I originally thought. The following task was not any much easier since we had to start designing the logo and other requirements. I am still looking forward to the experience as we will finally be designing instead of researching.
Week 8 : Designing the required items within such a short time frame felt quite rushed, even with a given holiday which was supposed to mean more time. This meant we had to work delegation and time efficiently. I personally know the most time-consuming part is the logo since it is the main root and base to create the other designs.
Week 9 : The presentation went great which is a good thing, including the detailed feedback given by the client. The feedback will definitely help us to develop & improve upon our designs to ensure it is well along the client’s vision to bring life to her idea. Thankfully not too much needs to be changed, but just a few elements need to be improved on which was not too surprising on our end.
Week 10 : After showing the improved versions of our designs according to the client’s feedback, it was looking way better. With the help of our lecturer to give a few pointers to further develop and solidify our idea/concept, the logo looks way better along with the color palette. The only thing that was still a bit lacking was one of the sub-heading fonts which I had expected as I could not find a suitable font up until class time. The user journey map was relatively easy to do since we have a couple of us working on it, so a lot of time was saved.
Week 11 : Working on the social posts was rather hard as the tricky bit was figuring out how to lay the text & images that make it simple but still not plain & boring. Balancing & prioritizing all my other assignments wasn’t as simple as I thought, but initially possible.
Week 12 : The post designs definitely took a way longer time than I hoped for, since the art direction was getting there but not the final place we wanted it to be. I knew it was still a bit lacking and boring feel, but it was a bit difficult to figure out how to improve upon it. It was a bit tricky on my end since I had to check all the other touchpoints to ensure consistency throughout.
Week 13 : The posts are slowly getting to a steady pace, but there’s definitely a need to spend time on them to get them done despite having almost no time due to my other assignments. Image hunting was also not that easy since there was a specific direction we were taking, and the images must be usable to fit in our designs.
Week 14 : Since we had the art direction down and solidified for the socials, it sped things up to create the other posts. However, I did not expect them to be so time-consuming still since we had to make each post a bit different to create variety within the same art direction. Layouting for the lightbox wasn’t too difficult, it only took a bit of time to figure out the best way to place the QR code or CTA.
Week 15 : There was definitely a sense of stress and rush since there were a couple of posts and areas that I had to work on, even tho I’ve completed my parts. It was also quite stressful since there were presentation slides and documents that had to be prepared to get the submission ready. The slides were not that easy since I had to summarise 60+ pages to as little as possible while being informative and not too text-packed.
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