Zhao Hanbo (0343769)
Creative Brand Strategy / Bachelors in Design ( Hons ) in Creative Media
Final Compilation & Reflection
Instructions
Lecture Notes
The first week we can choose the available group projects this semester, we need to work with them throughout this semester.
And the next week Mr.Mike show us some video to help us understand the design thinking.
Video list:
Design thinking is a process that seeks to solve complex problems by approaching it from the users' perspective. It is also known as the human-centered design solution. It aims to turn ideas into tangible and testable products as quickly as possible.
Task 1/ Propose an innovative project proposal as a group
The first week I join in Extrash team, our cooperator is Taylors' University Business major's students. They want to create a brand new recycling brand call Extrash. ExTrash is created with the slogan of extra trash extra cash. Users are able to exchange their waste for rewards. This idea originated from our concern and strong desire to solve problems in society, one of which is the problem related to public awareness of waste management and also the lack of recycling rates, especially in Malaysia.
My teammate is Kyra(Leader), Fazal, Jonathan, Fairassa, Minfeng, Cerene, and me.
Before we work on the design stuff, we got lots of research need to do, we need to use design thinking to work as a designer, aim to solve lots of potential problems before the project surely start.
So research is necessary.
First, our team is trying to know recycling this industry. We did research on Types of Recycling, Competitor Apps & Recycling Centres, Target Audience, How to Recycle, Why recycling? etc. these kinds of stuff.
Competitor Analysis: iCycle Global
Competitor Analysis: Recycle
Competitor Analysis: Trash4Cash
User persona#1 - 10%
User persona#2 - 55%
User persona#3 - 35%
Google Survey Data Collection
Google Survey Data Summary#1
Google Survey Data Summary#2
Zoom Interview Transcript
After this pre-research, we got a full awareness of recycling this thing, and this industry.
Is time to think about what shall we do to this new brand, to help it grow big.
Summary:
INSIGHTS DISCOVERY:
- Top 5 Ideas
- Make recycling more accessible
- Make recycling more convenient and efficient
- Reward the public for recycling as motivation
- Raise awareness on the needs and benefits of recycling
- Guide the public on how to recycle
- Key Themes
- Increase Accessibility, convenience, efficiency
- Reward As motivation to recycle
- Public Educate and raise awareness on recycling
- Categories of Ideas
→ Increase Accessibility, convenience, efficiency
Reward the public for recycling as motivation
→Reward As motivation to recycle
Raise awareness on the needs and benefits of recycling; Guide the public on how to recycle →Public Educate and raise awareness on recycling
- Insight Statements
- Recycling pickups by local organizations or municipal councils are restricted to their schedules, inconsistent, and not flexible to the timing of individuals in a community.
- Recycling is not a social norm in Malaysia and the encouragement or pressure from one's community may serve as intrinsic motivation
- Separating waste materials for recycling is confusing and tedious for many people. (As people may need to spend more time to identify the suitable categories to categorize certain recyclable waste)
- Recycling facilities (especially ones providing any remuneration or incentive) are far away from most local communities/neighborhoods
Insight Discovery Summary
THE PROBLEM STATEMENT:
- User: Students and adults living in Malaysia who are aware of recycling
- Need: To be informed and act on how to dispose of recyclable waste correctly and more frequently
- Insight: Most Malaysians don't have sufficient access and knowledge, and the motivation to recycle effectively
- Problem Statement: Students and adults living in Malaysia needs to be informed and act on how to dispose of recyclable waste correctly and more frequently because most Malaysians don't have sufficient access and knowledge, and the motivation to recycle effectively.
How Might We...?:
- How might we make recycling collection more reliable and flexible for the Malaysian public?
- pickup service
- flexible booking based on user's schedule
- Map service that show the location of the existing recycle center / recycle bins/ recycle champaign etc
- more recycling centres
- How might we stress the social importance of cultivating a community that motivates each other to recycle?
- point system
- reminder of how polluted the environment is, and how polluted issue affects our daily life
- leaderboard
- Create an Q&A virtual game event on IG / FB using Kahoot to engage more ppl towards the importance of recycle. Let participant to share the "Extrash" service to gain more exposure. Ppl who win in the Q&A game will win a free gift?
- How might we make the process of separating recyclable materials less confusing and tedious?
- resources on how to seperate recycling
- Awareness content that speaks of general recycling tips
- clear descriptions of what can and cant be recycled in the app
- Examples on what materials can be recycled
- a customer service section?
- faq of materials to be recycled
- How might we bring recycling collection services and incentives for doing so closer to every community?
- in-app reward exchange accessible whenever a user wants
- Smart cam to identify the waste categories?
- Variety of goods and services in exchange
- pickup service
- extrash app based recycling service
- Give extra free points / angpao to redeem when user login the app on a daily basis
- Referral program?
The problem statement&How might we Summary
Then we follow this research and thinking, we start to create our user journey map.
User Journey Map
Till now, we finally understand what content we should do for the Extrash business team. And then we built up a Gantt chart to check our work progression
Our leader Kyra give us this project list of what tasks we needed to do, we followed this list and start working on our design staff
ExTrash Design Team 2021 - Gantt Chart
Task 2/ Devise and produce design management protocols relevant with industry practice
I am the only one who is from a graphic design background, I notice for the second task I have to come out with a logo first to give our art style a clear direction. I need to work faster. In week 5 I've try to draw lots of logos for our brand Extrash, but I don't feel very satisfied with them, I think it can be proven. But I show these first digital final outcomes(B&W) to my teammates.
first logo outcome
At this time, Cerene notices our logo can be better and told me, she was willing to help me to get prove about our logo, I am so glad to hear this, cuz I know our logo defiantly not should look like this.
After Cerene joins in our logo work, I tell Cerene all about how I come out with all these logos and show my whole draft to her, to find other more potential ideas. We talk a lot, and finally, we got a consensus, that is we hope our logo looks simple, and the "leaf" shape and "smile" shape are very good concepts, we decided to keep it.
A few days ago, Cerene share with me her drafts, I was amazed about her ability and passion on design this thing. She came out with a lot of good ideation, not just a symbol. When she explained her idea and explanation of all these drafts, she and I got the same choice. Till here, we decided on our rough logo.
The final logo (rough)
Cerene brings us such good design and seems no need to change too much. My job is to make this logo professional and countable, which means we need to have a guideline about the logo itself, and also a guideline for people who gonna use it in the future.
Ideation of Extrash logo
logo guideline book
For now, my main work is almost done, and I start to try to support my teammates whenever they need me.
In the meantime, we created the Style Guideline which is documents that include color palette, typeface, and the rule of UI design.
Exxrash Style Guide
After Kyra finishes her app UI design Lofi version, she needs 20+ icons used in the Hifi version. So I start to help Kyra with her application work, she needs icons for our application, and I am good at icon creat, I start work on that.
Kyra give me a list of what icons she needs, I followed the list to start my work.
UI lofi in Figma
Icon using in Extrash application
Almost the same time, Jonathan and Fazal came out our cute cute characters.
Characters design.
Yellow represents cooking oil, and its characteristics of a fluid.
Blue represents paper for its shape.
Purple represents tins and steel material as it is sturdy.
Pink represents plastic as a recycling symbol.
And Jonathan follows the logo rationale to build up a good clear art style.
Extrash Key Art
few different banner poster
Finally, we vote for this as our final banner poster.
final banner poster
And Kyra updated the hifi version of application UI.
hifi version UI user side in Figma
hifi version UI driver side in Figma
Also Cerene and Farissa working on Stickers&Instagram Post.
Social Media Content Planning
Version1 Instagram post
After this our teammates adjust it and try to get prove. Final outcome looks like this:
final Instagram post
Cerene start work on sticker, she show the references first and give us take a look at her sketches, Then she come up the sticker in digital, give us lots of different color scheme of these stickers, let us choose. After we choose Cerene combine them together and made a small gif to present them.
Sticker sketches
Sticker in digital
final outcome of stickers
Around week 10, business team got a submission and they told us they need the animation by next Monday, we did not this before, so this week Minfeng start working on animation very hard. And he give us a rough version of our animation.
animation script
We send this version to business team, but we still got time to do better, so after this, our teammate are join in the animation adjusting work. They created the new animation asset, adjusted the characters color and shape to make them stand out and try to make them motion diversity.
Animation Assets from version 1-version 3
And superwoman Cerene also working on 3D spatial room for the final presentation also.
3D space design sketch
3D space design progression
During our teammate working on animation, I start to working on our final presentation slide.
At the last step is our teammate help me to finish the final presentation slide together.
Final submitions:
Logo Guideline book:
Logo Ratianale:
App Style Guide:
UI design:
Customer side
Rider side
App walk through video:
Characters:
Stickers:
Final animation "How to recycle":
Task 2/Produce the final presentation of the proposed solution to a panel of reviewers
Final presentation slide:
Reflection
Week 01
The first week, Mr.Mike introduced the whole module, telling us this will be a multidisciplinary project we will work with other schools through this semester. And we also learn how to design thinking. And then we have to choose our corporate people.
This definitely is a special experience to me, because we are working on a real project now, extrash is a developing app. We can see this app in the future. How to work with them, and create a good product, we all need to take responsibility.
Also Mr. Mike alway tells us we need to use our design thinking, this is our strength we can help market groups and computer groups stick together. Make a better product.
Week 02
This week we already got contact with TBS and computer teams, and we met them. All we know is what they want us to do, so we want to go through it. They also give us an ExTrash Collaboration Project gantt chart to make sure we can all know what we should do and the deadline.
But I found out their logo has no reason behind it. This is not so good. We all think we need to develop their logo, cuz the logo got this product's first impression and also is a summary of this whole product vibe. We need to develop it, and from there to make the whole product identify.
Week 03
This week we created the personas, I’ve never been exposed to this kind of research before, when we assume an audience, analyze their basic information, and accurately understand the needs of their demographic.
Week 04
I am not good at data collection, because I read English way slower than my teammates, so this week I do more reading on what they put on Miro, and I learn from it. Also Cerene did an interview with her family, and the interviewer is Chinese. I also help Cerene to translate it to English.
Week 05
We finished the “How Might We…?” part, I understand what we need to do for the business team more. We need to think about more problems as a designer. Don't wait for problems to come to us, we need to do our best to fix these problems, before we go to the design work. I also notice I am the only guy from the graphic design background, so I need to start thinking about the logo based on the research we did before.
Week 06
This week I start my logo design, I look back at our research and try to find more inspiration. And I start to draw some things on note, And look for some reference. Because I am not good at the Wordmarks logo, I tried on lettermarks and symbol logos more. Then I picked 9I think it is good to transition to digital, and show these to our teammates. I hope they can help me to pick the potensial one.
Week 07
After I finish the logo draft, Cerene is willing to join this work and help me to bring more possibilities of Extrash Logo. And she does help me a lot, she brings some ideas and what her draft to me this week, and I feel her ideas and draft are very interesting. So Cerene and I finished the final logo together. And she also did a very good presentation to Mr.Mike, all our teammates like it as well. After this, we need to finalize it to make it more professional, and stable. So I start to adjust it, And give a rule for how to use the logo. So I did a guide book for the business team to fit their needs.
Week 08
This week I worked on the mobile application icon design, when Kyra did the application Prototype lo fi version she said it will have 28-29 icons that need to be designed, and she listed all these done. It was very helpful to me. So I just follow the list to connect these things to graphics, and look for some references and get it done.
Week 09
This week I worked on a Facebook/Instagram banner, I tried some different ways to do the banner. First I tried to play with our logo, then I tried to use our cute characters, and also I tried to use the key art as design elements. And I hope my group mates vote for me to elect which one is the best.
Week 10
This week I try to help group a bit for animate, because there are some scene looks not good enough it can be prove. I try to keep making it look fit for the original animation and make it look better. This week we pointed out lots of problems by Mr.Mike in our animation part. This makes me feel our team needs to think about how to prove our team work. Because Min Feng did animation all alone, and the corperater’s present deadline pushes MinFeng to rush to do it. So we did not point out our animation’s problems when Min Feng first showed the animation to us. We shouldn't keep these problems to showing to Mr. Mike, we need to point it out by ourselves.
Week 11
This week is a little bit more relaxed than before, I do not have much to do. I just adjust all banners' colors and adjust a little bit about the animation scene from Cerne’s feedback. And to think about how the final presentation slide will look like. I have learned lots from our team work and Sir’s feedback. We need to communicate more to avoid double work or waste time.
Week 12
I start work on the final presentation slide as well from this week.
Week 13
This week I still working on final presentation slide, my teammate are working on the animation part, that is a heavy work than I thought, I only can help on animation is give some advice to the layout of the sense. I have almost done the final presentation slide before Friday, and showed this to Mr.Mike, he gave us some feedback about what we need to add. So from this week my teammates also helped me to finish the slide together.
Week 14
Monday when Mr.Mike checked our slide he found we don't have a B&W version of our logo. I also notice this will be an issue when we use our logo in some place, as a graphic designer I should not forget this. So after class I jumped to the logo create work, I found that it was not an easy work, I needed to think about whole balance when a color logo transforms to a mono colour, it needs to deal with lots of detail to maintain the original vibe. I think I can't forget such important things again in the future.
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