Minor Project
14/04/2020 - 21/07/2020
(Week 01 - Week 14)
Fong Ee Xuan (0332842)
Minor Project
INSTRUCTIONS
EXERCISE
Week 01
14/04/2020
Based on the article by Alex Obenauer, design innovation is certain product go through a design process that are stringent, empathetic and turn up to having an innovative concept or design that fully creative on the way to the user experience. There are some requires to innovating a product which is a great amount of taste, empathy, creativity and also different inputs or perspectives.
Here are some example of design innovation. First is Mail Pilot. There are a new type of email that allow the user to interact with their email and it seamless to they naturally wanted to think about it. Based on Obenauer, those innovation was design innovation and it helped to close a record-breaking Kickstarter campaign. Another example are Coca-Cola Bottle. Based on Obenauer, he mentioned that the original Coca-Cola bottle was generic and it copied by many imitators. In order to let consumers know whether they're buying a Coke or a knockoff, Coca-Cola launched a new bottle design which inspired by the shape of a cocoa pod.
2. Please watch this documentary about Design Disruptors and write a short essay about what are Design Disruptors with cited examples.
(https://drive.google.com/file/d/1hGgMu15JUT_mIq97jfTgqxG_GHvQ9xyK/view)
(https://drive.google.com/file/d/1QoWVQi7weia7UozdtYvv7Q6Qnk7MlVot/view)
Design Disruptor is a documentary that made by InVision. They reveals a never-before-seen-point of view on the design. In this documentary, it highlighted a never-before-seen perspective on the design approaches of these companies such as Facebook, Google, Netflix and Pinterest, and how they overtaking billion dollar industries through design. Through the documentary, it can be know that they are paying more attention on user interface and user experiences because they love to create prototypes that allow other to test on it.
In the documentary, John Maeda, a design partner of Kleiner Perkins Caufield & Byers said that the art is about making questions and the design is about making solutions. As a good designer, it design should be problem-solver and it should be a bridge that connected to the user in a simple manner. Not only that, "Art is about making questions, design is about making solutions", he also mentioned that design is not art and it is different from it. Everyone thought the design is just the good looking of the product and it is all about aesthetic but actually it is actually more than that. It is about giving a better user experience to user or clients.
PROJECT
WE WERE YOUR EYES (WAYE)
Week 01 - Week 14
14/04/2020 - 21/07/2020
FEEDBACK & REFLECTION
Week 01
14/04/2020 - 17/04/2020
When Mr Mike slightly briefed us about WAYE, I felt WAYE is interesting and have a feeling to have it to be our minor project. After my teammates and I got it as a project, I felt excited because I knew it might be something fun. However, it was quite disappointing after we met our clients and they explained further more about us, as a design team's work. This is because I thought we will be working on Apps design but it is actually more to promote WAYE and the brand identity and strategies. Week 02
21/04/2020 - 24/04/2020
Week 03
28/04/2020 - 01/05/2020
Week 04
05/05/2020 - 08/05/2020
After having the consultation with Mr Mike, my teammate and I have to make some changes for the proposal. Mr Mike mentioned that our big ideas and our tagline sounds strong. Not only that, Mr Mike told us that our art direction that we plan to use has to connect with our tone & voice. For example, the typography has to show trust in a way, colour has to show the personality of WAYE which is “trustworthy, friendly and bold” and so on. Besides that, Mr Mike told us that the advertisements that we suggested have to show it fit which stage of the user journey map.
Week 05
12/05/2020 - 15/05/2020
This week, we presented our art direction to our client. At first, our clients don’t really agree with our colour and they thought it is quite girlish. But after SOCIT tested the colour schemes that we provided in the UI they designed they did, clients were convinced with the results of it. Besides that, our clients think that our logo looks like a naruto's eyes and they want it to be simple and eyes-catching. For our illustration styles, they think it is quite unattractive for adults because they think the style that we choose is too cartoonish. Which means, we have to use real life photography for both ads and promotion. Our teammate had discussion right after the presentation and we decided to do some research online for further improvement. Due to some complications, we have to come up with UX design once we decide about the software we're gonna use. It is quite frustrating because it means that our work has been doubled and the design team is not familiar with Adobe XD. However, this is also a good opportunity to learn something new.
Week 06
19/05/2020 - 22/05/2020
Mr Mike informed us that SOCIT will continue joining which means we can focus on what we originally proposed. So the UX design would be completed by SOCIT and the design team will continue the branding part. We feel relieved because our work is being lightened now. In this week, we sent out the survey and it is to know more about what type of style rather real- life photography or illustrations will be attractive in the market. Besides that, we have finalised most of our art direction such as typography, illustration & photography style and the graphic elements.
Week 07
26/05/2020 - 29/05/2020
For the script of the infographic, Mr Mike approved it with the ideas but just with some changes on it. Besides that, the logo design is accepted as well and we just have to wait for SOCIT’s feedback so that we can decide the final logo design for WAYE. Mr Mike also wants us to discuss the amount of the instagram story that we plan to design and also who to do it. To make it easier to track and divide the works, Mr Mike told us to create a gantt chart. So every time, we can use that to track the work flow.
Week 08
02/06/2020 - 05/06/2020
We have to ask the computing side about their progression as to what they are submitting because we are not sure who is doing the UX. For UI, we as design teams should handle it since we have learned it and all the art direction is done by us. If UI is designed by SOCIT, it might be different from other applications. Mr Mike told us to work based on the gantt chart so that the work flow is according to the timeline. We as a team have an agreement on the work division so it makes work easier and we can finish it on time.
Week 09
09/06/2020 - 12/06/2020
We as the graphic team started with the application as the logos had been chosen by our clients. We come out with a low fidelity version of social media posts which are Instagram stories, Instagram posts and Facebook posts. Not only that, a set of stationery was created this week. Animation team also came out with character turnaround and they started illustrating the visuals by testing the key colours that were chosen. After we consulted with Mr Mike, he said that the colour of the animation has not much contrast compared to the social media posts. We can either change our social media posts to fit the infographic or the infographic uses real-life photography which increases the contrast and has some colour change. Another choice is to combine both real-life photography and illustration for both sides so it has the same style. In addition, Mr Mike suggested the animation team to make the character and the environment look more local so it matches malaysia. Mr Mike told us that we can start UI while SOCIT is doing UX and not wait until they finish the UX. We were told not to touch the UI in the first few weeks until the SOCIT team leaves. When SOCIT was back we didn’t know whether we should do UI or not and now we were expected to show the UI design which quie frustrated me. However, we have to start the UI and complete the main pages and landing pages.
Week 10
16/06/2020 - 19/02/2020
This week, the graphic team started designing the UI icon, some UI design and social media posts and the animation team started illustrating those infographic scenes and animatics. Mr Mike gave some feedback to us which the animation team have to fix the timing and the animatics for now are too rough but the concept is there, he wish to see changes on next consultation. For the UX, we have to give SOCIT feedback about what we as design team think about it. Besides that, Mr Mike said the UI icon is under control just don’t take too long time on it and focus more on other applications such as social media posts. For the social media posts, Mr Mike said it doesn’t look contrast because of the colour and the colour make WAYE is a introvert brand which didn’t match the brand personality and voice. After some changes on social media, Mr Mike said it is better and we all vote for the style of it and the result is Variation 02 which with the bolder and the text are in white. Due to it being Week 10 and our client expecting us to show everything by next week because their pitch deck is on Week 12. After we discussed with Mr Mike about our client’s, the deadline has to follow our timeline and they only can take what we have give on Week 11.
Week 11
23/06/2020 - 26/06/2020
This week, we have an agreement with SOCIT so we collaborated with them and we did UI together. Besides that, we as the graphic team continued to work on social media posts and influence marketing strategy. After the first consultation with Mr Mike, because we haven’t updated our customer journey map on presentation slides since last time we presented to the client, Mr Mike started to focus on the results that we want to achieve for those touch points that we mentioned on the customer journey map. Mr Mike said we should make the touch point linked to the business goals and for now it seems like we don't have a creative strategy and he worries about us. After some changes on the customer journey map, Mr Mike said the business goals are fine, but the touch points for the “Experience” stage, real-time live stream is a product, it is not a media. Touch points is how we communicate with the customer. Mr Mike told us to put ourselves into client and customer perspective and treat them are blind to strategy and other things, so we have to show a lot of visual and user experiences to them. Besides that, for the influencer marketing, Mr Mike said we just showed WAYE and we didn’t show what is about WAYE and the influencer's followers will only know what WAYE is but not what is about WAYE such as their services. Mr Mike also told us that influencers are expensive and our clients didn’t know the cost, that’s why they want us to use influencer marketing as one of the marketing strategies and we have to tell them about it. For now, we as the graphic team, have to consider how much design we need to do and how frequently we want it to post on social media.
Week 12
30/06/2020 - 03/07/2020
After we as the design team discussed the social media posts, we came out with a timeline which has 6 weeks. Every week will have different posts and different topics. After we consulted with Mr Mike, he said the timeline is workable and constable as well. He also told us no to recycle the images for the social media post. The influencer will still be expensive so we need to specify which influencer we are targeting and who are their target audiences. To make it more nice, we can show the profile of the influencer that we found in the presentation slides that we are going to show our client at the end of semester. For the customer journey map, Mr Mike told us to make sure the touch points reach the business goals when we show it to our client. Besides that, we just know that our clients change the colour for the UX to a darker colour in their pitch deck. We as the design team are afraid it will affect our side since we are doing everything in the same colour that we proposed to the client last time. After we discussed with Mr Mike, Mr Mike told us don’t bother about that and we just show what we have on the miroboard on Week 14 and used the colour that we chose not them. Mr Mike also told us that we as the graphic teams should started putting everything into slides since we are done with most of the works.
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