Minor Project
21.04.2025 - 00.07.2025 (Week 1 - Week 14)
Aidi Rafiq | 0353422 | Bachelor of Design (Honours) in Creative Media
MINOR PROJECT
INSTRUCTIONS
IMPORTANT LINKS:
Briefing
In this task, Mr. Mike proposed to us 9 project from the
Project Briefing. Our task is to pick 1 project to work on with a
group of 7. The project that we chose should communicate the relationship of
the product and to increase the brand awareness of the product in ad digital
mockups.
YUBARI by EXPEDIO
For this project, we’ll collaborate in diverse, cross-disciplinary teams to
create an innovative concept that supports a selected UN Sustainable
Development Goal (UNSDG) and meets the needs of a specific audience. We'll
carry out user-focused research, such as empathy mapping and analysis of
usability, efficiency, design, and technical aspects to uncover real
problems. Using these insights, we’ll develop a meaningful solution and
present our work through a visual slide deck and a printed proposal.
TASK 1
Research
fig 1.0 Executive Summary
Contextual Research
Each of my group member begin to work on contextual research anything about
Self-Watering Pot and Yubari by Expedio to get a better understand the
topic. We use Miro Board to do an analysis on the competitors, type of
plants and market overview.
Fig 1.0.1 Each members contextual research
Persona
After doing contextual research, we need to come up with personas to help
our understanding of the target audience. On the other hand, this benefits
us when we are working on survey which we could get real opinions from
outside.
Fig 1.1 Persona
Survey
After developing the three personas, we created a set of survey
questions tailored to each one. This helped us gain a clearer
understanding of what people want and expect based on their needs and
preferences.
Data Collection
Survey Questions
The list of questions we prepared includes both close-ended and open-ended
formats, allowing us to gather both specific data and more detailed personal
insights from respondents.
Fig 1.3 Question list
Fig 1.4 Respondent answer
Define
After collecting the data from the survey, we decide to compile the
similarities or the important information to analyze them.
Fig 1.5 Compilation of respondent answer
Problem Statement
Fig 1.6 Forming problem statement
How Might We
Once we finalized the problem statement, we moved on to develop "How Might
We" questions based on the issues identified. This helped guide our thinking
toward possible solutions.
Fig 1.7 Forming How Might We
Proposal presentation
Fig 1.8 Proposal slides
This is our final proposal slides.
Feedback:
The client approved that our art directions are aligned with their ideas
which is keeping it minimalistic. They also approved the booth designs,
posters. On the other hand, they suggest to tone down with the graphic
elements due to its complexity.
This gave us an opportunity and a boost with our designs later on when we
work on our final presentation.
Art Direction
Yubari wanted their brand identity to be minimalistic and straightforward,
so therefore we know the direction of the art we are going for.
Our art direction focuses on simplicity, mindfulness, and aesthetic appeal, values that align with the lifestyle and preferences of Gen Z and
university students. We selected soft earth tones and grounded neutrals
for our colour palette to reflect a connection to nature, while maintaining a clean, contemporary look that fits well in study
desks and workspaces.
Fig 1.9 Moodboard 1
Fig 1.10 Moodboard 2
Fig 1.11 Color Palette
Fig 1.12 Title font
Fig 1.13 Heading font
Fig 1.14 Body text font
Fig 1.15 Showcase
Fig 1.16 Graphic Elements
TASK 2
User Journey Map
Once our proposal has approved by Mr. Mike, we began to work on the user
journey map based on 5 stages.
Fig 2.0 User journey map
Touchpoints
After thoroughly analyzing the user journey map, we began designing the key
touchpoints. Each of us was assigned to specific touchpoints based on our
individual creative strengths and skill sets.
Fig 2.1 Packaging box design
Fig 2.2 Dieline
Fig 2.3 Instagram story
Fig 2.4 Instagram layout
Fig 2.5 Microsite
Fig 2.6 Booth design
YUBARI Mock up
This approach helps bring the design to life and provides a clearer
understanding of how it would function in the real world.
Fig 2.7 Sticker design
Fig 2.8 Environmental graphic
Fig 2.9 Environmental graphic 2
TASK 3
Final Presentation
Fig 3.0 Final presentation
Feedback:
The client liked the overall design concept but mentioned that our art
direction shifted from minimalist to childish. They pointed out that
elements like the font, microsite design, and stickers contributed to
this shift. As a result, our intended art direction became unclear,
especially in the user journey map slides. This feedback made us step
back and reflect on our design choices, and we realized that the use
of rounded graphics unintentionally gave off a more playful, childish
feel than we intended.
Group 1 Tracking Document
Fig 3.1 Tracking Document
REFLECTION
Overall, this experience was both interesting and eye-opening, as it
felt similar to a final year project in terms of how serious and
professional it was, especially when presenting a brand identity for a
real product. I gained valuable insights into the importance of
in-depth research when building a strong and relevant brand identity.
Working in a group also simulated real-world scenarios where a client
presents their product and expects a design tailored to their target
audience. Throughout the process, I learned that being open to
feedback and maintaining clear communication within the team is
essential, not only for creating an effective outcome, but also for
ensuring that everyone is aligned on a shared vision and goal.
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