Zhao Hanbo (0343769)
Collaborative Design Practice / Bachelors in Design ( Hons ) in Creative Media
Task1
Instructions
Research
Contextual Research
We want to understand the wider problem that your service is trying to solve, see how people use your service in a real-life context using real data, documents, and devices, and learn more about any barriers or problems people experience, and how they try to overcome them.
It can also be useful for understanding how a service is operated or supported. For example, you can learn a lot by observing people inside and outside your organization like caseworkers, contact center staff or charity workers.
Interview & Questionnaires
Online Google Survey: This method is adopted in order to collect quantifiable data from the latest brand’s target audience in Malaysia.
Online / Physical Interview: This method is adopted in order to get reliable in-depth information from the selected target audience in Malaysia.
Competitor Analysis
The purpose of a competitor analysis is to understand your competitors' strengths and weaknesses in comparison to your own and to find a gap in the market. Competitor analysis is important because: It will help you recognize how you can enhance your own business strategy.
Empathy Map
An empathy map is a collaborative tool team can use to gain a deeper insight into their customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment.
Process
Week1
In the first week, I found a group of people to group with, they are all good tallent designers.
Our project in this module is to work with a Sabah social entrepreneur, we will help them to brand themself, and work progression will through 14 weeks.
Then we found our social entrepreneurs, who we will work with. We got a zoom meeting with her, she is a herb store owner, her store name is DumoWongi. After we got communication with her, we know lots from her side.
After the meeting, we start working on the Miro board to rearrange what we know right now, and what we won't know more.
Firstly we start to working on Contextual Research:
About DumoWongi:
- A Kota Kinabalu-based social enterprise and sustainable business established in 2019
- Active period: 2021 in selling and creating online presence
- Brand Name: Dumo (kebun/ farm in the Dusun Language) Wongi (smells good); associated with their main products which are herbs planted in Kota Kinabalu
- Language for copywriting: Bilingual (EN/BM)
- Deals with clients mainly through WhatsApp
- Dumowongi = the smell of farm
SWOT Analysis：
- Strengths
USP: To help & support women in their community
Easy storage, good quality, and free of chemicals
Some of their products have no expiry date - Weaknesses
Inconsistency in brand identity
Lack of manpower in social media management
Halal license is yet to be approved
Only dried herbs / herb salts can be transported throughout Malaysia - Opportunities
There are an only limited amount of similar local enterprises that share the same belief system - Threats
There are alternative products available in physical stores & big supermarket chains
There are some similar brands emerging in Sabah
Selling products
- The enterprise owns its small greenhouse to plant some fresh herbs
- The enterprise also orders their fresh herb stock from the local (Kota Kinabalu) supplier
- currently, the enterprise provides herbal salt products & fresh herb for the local coffee shop & restaurants
Partners/ Collaborators
We also screenshotted what DumoWongi's brand stuff looks like. Which included:Logo, packaging, Instagram posts, Facebook page, Whatsapp, and Tiktok.
Week2
After the first week research, we already got lots of basic information about DumoWongi, and also for the herb business. Next step we need to go knows deeper, so we decide to go to ask some questions directly to our DumoWongi's owner, and also to their clients. Also, we need to know people who never known DumoWongi, and what think about this brand.
So we start to formulate interview questions and survey questions.
- Interview questions for our entrepreneur:
-About DumoWongi
1) Mission & Vision? (Business Goal)
2) UN Sustainable Development Goals aligned with DumoWongi
3) Main target audience of DumoWongi? Age, gender, occupation, hobbies?
4) DumoWongi like to focus more on B2B (selling the product to businesses)
5) DumoWongi’s fresh herbs are only available for selling in the Sabah area.
6) Main product to promote across Malaysia?
-Company Competitors
1) Market competitors?
2) How does your company stack up against them across Malaysia? (The unique selling points?)
-Overall Brand Impression
1) “Market access for dried products & our product branding is not visible” were the main challenges (for dry products). What is the most important feature that you want to enhance or any ideas that you expect from us? What is the main focus to make the brand more visible? (Designer should answer this question)
-Customer Experience
1) Consumer engagement towards the brand? (Posting videos of them cooking, pictures, etc)
2) Currently on the website, the customers need to quote you to make an order. Would you like to have some change in the flow of the webpage on how customers could order their product to ensure easier and direct purchase flow?
3) Support requests or complaints from customers?
4) Based on the reviews on Instagram, we noticed that you’ve built a good relationship with your customers through one-to-one selling. However, this could be challenging to manage once the business starts expanding. Would you prefer to continue with this selling method or would you be open to other selling methods?
-Design & Marketing
1) The application being used to design the current social media postings?
2) Existing product packaging design?
3) Other existing designs?
4) What help do you need the most in terms of the design?
5) The inconsistent name of DumoWongi across platform
6) Goals for marketing platforms:
7) Main platform to focus on?
8) Main posting content on marketing platforms? (E.G. recipe videos or photos of herb)
9) Would you be interested in advertising the community that is harvesting the herbs?
- Interview questions for Target Audience:
Section 1: Profile
Name:
Age:
Gender:
Race:
Current Location:
Current Working Status:
Section 2: Participant behavior & motivation
Cooking frequency?
Herbs shopping frequency?
Feature that influence buying?
Content preference?
Preferable platform?
Where do you purchase your herbs from?
Section 3: Current User of DumoWongi
How you found out?
Most preferable product?
Why do you buy DumoWongi's Herb Salts?
Clear information delivery:
WhatsApp ordering system:
Interested content?
Suggestions:
Where should you choose to buy it?
- Survey questions for clients and no related people:
General Questions:
-Section 1: Demographic Analysis
1a) What is your age?
1b) What is your gender?
1c) Where are you from?
(identify the target audience)
1d) What is your current working status?
(to find out the financial state of the participants)
-Section 2: Participant behavior & motivation
2a) How often do you cook? Are you familiar with using herbs or herb salts for your daily dishes? (to identify the usage of herbs)
2b) How often do you shop for herbs and herb salt? (to identify the needs / wants of herbs / herb salt)
2c) If you were to buy fresh herbs and herb salt, which options would reflect your choice of purchase? (to identify the most important selling points in the market)
i, Organic herbs
ii, Affordability
iii, Product quality
2d) Are you interested in cooking / recipe videos on social media such as youtube, tiktok and instagram? (to identify if the users are exposed to cooking content to know the use of herbs)
2e) Which social media are you most active on?
i, instagram
ii, facebook
iii, tiktok
2f) Where would you prefer to buy herbs / herbal salts? (to identify which market is more favored)
i, Street Market
ii, Shopping Mall
iii, Online stores
iv, Others
2g) Have you tried/heard of DumoWongi products?
i, No, proceed to section A
ii, Yes , proceed to section B
Section A:
This section is focused on participants who have never used/heard of DumoWongi products.
DumoWongi is Kota Kinabalu-based social enterprise that sells organic herbs, herb salts, and fruit enzymes. They harvest their herbs in a pesticides-free greenhouse by active herbal growers.
3a) On a scale of 1 to 5, please rate the website design of DumoWongi as shown above. (Linear Scale Rating Question - to determine the user-friendliness of the website; 1 being the least user-friendly, 5 being very user-friendly.)
3b) On a scale of 1 to 5, how well can you understand what are the products sold on DumoWongi's website? (Linear Scale Rating Question - to determine the clarity of the information delivered; 1 being unclear, 5 being very clear)
3c) Referring to DumoWongi's Instagram posts above, it shows the variety usage of herb salts in dishes. Would you be interested in these types of posts?
i, YES
ii, NO
3d) Figure 6,7 shows the logo and the product of Dumowangi. On a scale of 1 to 5, please rate the brand image of DumoWongi? (Linear Scale Rating Question - to determine the brand ; 1 being weak, 5 being strong.)
3e) After understanding the brand brieftly, would you be interested to purchase products from DumoWongi? State your reason why.
Section B:
This section is focused on participants who are current users of DumoWongi
DumoWongi is Kota Kinabalu-based social enterprise that sells organic herbs, herb salts, and fruit enzymes. They harvest their herbs in a pesticides-free greenhouse by active herbal growers.
4a) How did you find out about DumoWongi?
i, Word of mouth
ii, advertisement
iii, Social media
iv, others
4b.1) Which product of DumoWongi are you currently using the most?
i, fresh herbs
ii, dry herbs
iii, herbal salts
iv, succulents
4b.2) Based on the question above, state your reason why.
4c) Based on question number 2, what would be the main reason you purchased in DumoWongi rather than other major supermarkets?
4d) On a scale of 1 to 5, please rate the effectiveness of clear information delivery about the products of DumoWongi on their website and social media.
4e) On a scale of 1 to 5, how would you rate the level of convenience for the ordering service provided in DumoWongi's WhatsApp group?
4f) Currently DumoWongi does not support direct orders from the website. Does this affect on buying the products? Briefly state the reason why.
4g) Are you currently subscribed to DumoWongi social media platforms (Instagram, Facebook, TikTok). If yes, which post interests you the most
a, Lifestyle posters
b, Recipes
c, Reviews
d, Sale advertisements
e, Educational posts
f, others
After questions have been set up, the next step is to gather these questions' answers.
Week3
Within week2-week3, we have already done 3 interviews and gathered 55 participants from our survey, what a great team, the effect is so good.
Then we start to analyze these data, and start to build our empathy map, persona, how might we, problem statement, and also start to work on slides.
Interview summarize&detail 1:
Interview summarize&detail 2:
From the above data, we sum up and made out persona and empathy map.
Persona:
Empathy Map:
After we go through all these basic researches, we start to work on our slide.
Feedback
Week1
This week is our first time meeting our entrepreneur, we got a good interaction with our entrepreneur, she showed us her company and was very friendly, I think this is a good start.
Week2
This week we have done contexture research on DumoWongi, we did it pretty well, but we got some misunderstandings about SWOT analysis, so we need to rethink it. And also after contact with our lecturer, we decide to do interviews and surveys to gather more data.
Week3
This week is a quite busy week, we cant finish the empathy map before the lecture on Friday, we need to keep working on that. And about the weekly assessment document, the lecturer also tells us how to do so.
Next course of action
Start working on the ideation part, to think about what we can do for DumoWongi. And also keep in contact with our entrepreneur, and get feedback from her.
Submission
Slide for Entreprenueur:
Slide for Lecturer:
Reflection
Experience:
In a team where all the members are highly competent and there is no obvious leader, I think it's better not to have your own opinion on everything, which leads to unnecessary dialogue, wasting the team's time.
Observation:
We were asked to record and observe the contributions of our teammates to the project, and it needed to be updated weekly, leading everyone to emphasize what they had done after completing a task. This is a great way to create a clear division of labor, but it does put some pressure on the team.
Findings:
My teammates are very talented designers, they work hard and are responsible, and it is an honor to work with them. But I find that having a really interesting person in the team is the best way to make work interesting. I want to be that person, but my English is not good enough, oops.
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