Minor Project
23/04/2024 - 23/07/2024
Name: Joan Chiam Zi Woei
Student ID: 0350211
Minor Project
Silibles: Brandialogue
Instructions:
Module Information Booklet
BRIEFING / LECTURE SUMMARY
Minor project as a module in its entirety included choosing a clientele
from the list of options we were provided with and woking with our client
on creating a solution for the branding. This includes research on the
target audience, an empathy research as well as creating a project
proposal among other things. We were provided with several samples as well
as a briefing on what was needed to be done. Prior to choosing our
clientele, we were provided with a thorough briefing on each of the
projects along the insights on what a multidisciplinary learning project
(MLE) is.
Fig 1.0 Project Briefing
Design Thinking
We were also given several examples on design thinking in order to aid us in
the next few weeks to come. The brief on design thinking began with the
basic fundamentals of design thinking. Once we have established a problem,
recent news on the particular problem should be thoroughly researched on via
newspaper articles, journals a well as magazines. Recent innovations to
tackle said problem should then be collected in a multitude of areas
from a technological, cultural and even behavioural standpoint. These
innovations should then be segregated into what has worked versus what has
not. The principles of design begins with inspiration, ideation followed by
implementation of said ideation to establish better results.
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| Fig 1.1 The Principles of Design Thinking |
Fig 1.2 Design Thinking for Beginners
Project Progression
Week 1 - Module Briefing and Group Formation
We began by exploring various project options and received a detailed
briefing on the requirements and information for each topic. This helped us
identify our areas of interest and understand how our individual
specializations could contribute to the project's success.
Week 2 - Contextual Research & Client Meeting Preparation
After forming our group, we conducted an initial meeting to align our
objectives and prepared materials and questions for the upcoming client
meeting. Given the lack of detailed product information, we also
brainstormed potential ideas to enhance the services and products, focusing
on improving the consumer's purchasing experience.
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| Fig 2.0 Preliminary Research and Preparation for Clients Meeting |
Following our meeting with the clients, each team member was assigned to
research and analyze specific topics. My focus was on four key areas:
- Market research and opportunities for silicone food ware products.
- Various grades of silicone for different uses.
- Competitor analysis of existing food ware brands.
- An exploration of brands known for effective marketing and advertising strategies that could be applicable to our project.
Week 3 - User Personas and Data Collection Methods
Advised to study marketing and advertising strategies from any successful
food ware brands, in order to apply to our case. Other than that, we came
out with a few user personas in ease of creating questions that may help
us to identify the needs and the obstacles that frustrate our targeted
users. We also joined into some communities in Facebook such as
Bento Mama, hoping them could accept our invitation as an interviewee.
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| Fig 2.1 User Persona & Preparation of Survey Questions |
Week 4 - Distributing Surveys & Data Analysis
We carefully selected and refined the questions for our questionnaire,
discussing them with Mr. Mike for approval. Once finalized, we distributed
the survey through various channels, including forums like Reddit. Our
target audience includes working adults—especially mothers who prepare
lunchboxes for their children, hikers, and hobbyist bakers—so it was crucial
to gather more responses from these groups.
In the survey, we categorized our questions into six areas:
- Demographics
- Usage Patterns
- Motivations and Preferences
- Participation and Purchasing Behavior
- Storage and Issues
Link of the survey
here
Fig 2.2 Revised Survey Data Compilation
Weeks 5 & 6 - Interviews and Empathy Mapping
With the survey data in hand, Mr. Mike provided analysis and guidance. We
then get five respondents for in-depth quantitative analysis, focusing on
strategies to persuade them to purchase within the premium price range.
Additionally, we interacted with the product, testing its durability—a key
concern highlighted by our survey participants.
After gathering data from both surveys and interviews, Mr. Mike advised us
on improving the clarity and presentation of our findings.
Weekly To-Dos:
- Fill in the Empathy Map
- Create User Personas and User Stories [data and insights]
- Develop a User Journey Map [to identify gaps and propose solutions]
Empathy Map
With the information gathered, we started using the infos we get to fill
in the empathy map.
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| Fig 2.3 Empathy Map |
2. User Personas and User Stories
With the transcribed interviews and combined data, we finished the
empathy map, which played an important role in developing our user
personas. These personas reflected the diverse needs and preferences of
our target users which are:
- A mother who values easy-to-clean, secure food containers for her family.
- A working adult who seeks portable and environmentally responsible food containers.
- A student who prioritizes convenience and keeping food warm on campus. Minor Project - User Personas
3. User Journey Map
Following the development of user personas, our next steps involved
creating detailed journey maps for each persona. These tools would
help us understand the specific scenarios in which our products would
be used and identify further opportunities for improvement.
Fig 2.5 User Journey Map
Week 7 - Insights Discovery, Problem Statement, and "How Might We...?"
During our Week 7 consultation, Mr. Mike reviewed our User Journey Map
and pointed out several issues to address for each persona. He suggested
that each team member contribute five ideas based on the research data,
with overlapping ideas forming the core project themes. The "How Might
We...?" section was set to guide our project goals, emphasizing design
elements like the brand name, logo, and color scheme.
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| Fig 2.6 Insights Discovery, The Problem Statement and How Might We...? |
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| Fig 2.7 Categories of Issues |
Weeks 8 & 9 - Design System and Proposal Preparation
Moodboard
Development
From Week 7 to Week 8, our team focused on defining brand objectives and
researching styles for rebranding and website creation. As the UI/UX
specialist, Vincent created a mood board to convey his vision for the website,
compiling various styles and layouts with detailed explanations. This helped
Mr. Mike and our team understand his creative direction.
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| Fig 2.8 Website Layout and Style Reference |
Meanwhile, Jiamin and Xinyan, our Graphic Design specialists, concentrated on
developing the brand identity. Their expertise was instrumental in crafting a
strong brand identity and message that resonates with our target audience.
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Fig 2.9 Visual and art direction |
We then consulted with Mr. Mike, presenting our mood board, brand logo
concepts, and color scheme ideas. Mr. Mike provided feedback, noting that
while Logo Style 1 was interesting due to its integration of the letter "S,"
it resembled the concept of Yorokobi too closely, and he emphasized the
importance of avoiding visual plagiarism.
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| Fig 2.10 Logo Style 1 |
While they worked on their tasks, Denise and I, as animators, began working on
the logo animation, testimonial video, and advertisement video. However, the
prototype we were given was insufficient to showcase different colors, sizes,
and functional compartments, so we decided to create a 3D model of the
lunchbox in Blender for marketing purposes.
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| Fig 2.11 Model Draft |
Week 11 - 12 Content Planning & writing
Denise and I finished up with the model that comes with different compartment
and colours. After that we started to work on the storyboard for the animation
and advertisement.
Group 5: SILIBLES Final Proposal
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| Fig 2.12 Finalized 3D Model (Without Colour) |
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| Fig 2.13 Finalized 3D Model (Colour) |
Week 13 Instagram Reel
By Week 13, we successfully created four engaging Instagram Reels to
promote our brand and products. Each reel served a specific purpose,
contributing to our overall social media strategy:
- Reel 1: Logo animation
- Reel 2: Introduction to the products (product testimonial)
- Reel 3: Product advertisement
- Reel 4: Some creative way to showcase the product (stop motion animation)
This reel featured a dynamic logo animation, designed to catch the audience’s attention and establish brand recognition. The animation was crafted to reflect the brand’s identity, with smooth transitions and a memorable visual style that reinforces our brand’s presence.
Fig 2.14 Logo animation
Fig 2.15 Introduction to the products (product testimonial)
This advertisement-focused reel presented our products in a polished and professional manner. It was designed to highlight the versatility and quality of our products, emphasizing their unique selling points. The goal was to attract a broader audience and encourage viewers to explore our offerings further.
Fig 2.16 Product advertisement ( No Compartment)
Fig 2.17 Product advertisement ( 2 Compartments)
Fig 2.18 Product advertisement ( 3 Compartments)
For this reel, we used stop motion animation to showcase our products in a fun and creative way. The animation featured the product’s functionality and appeal as well as different sizes while adding an element of entertainment while still conveying important product information. This reel was designed to stand out in users' feeds and create a memorable impression.
Fig 2.19 Stop Motion Animation
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