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BACHELOR OF DESIGN (HONOURS) IN CREATIVE MEDIA / ADVANCED TYPOGRAPHY
Compilation and Reflection
JUMPLINK
Instructions
Project 01: Project Proposal
Project 02: Detailed Design and Production Plan
Project 03: Final Presentation
Feedback
Reflections
This module requires us to collaborate with students from other specializations in mixed groups of 5-7 people. These groups are expected to work cohesively and independently in a studio environment, where they will identify, analyze, and apply acquired knowledge to develop a design solution. As part of the assignments, students will be coached on how to pitch their ideas to potential funders (if applicable), clients, and peers, while independently leading and managing the project throughout the semester. By the end of this module, students will have completed the target audience needs analysis, creative ideation, and produced a proof-of-concept prototype, which will be presented to industry reviewers.
Progress
Project 01 - Project Proposal
During the first week, Mr. Mike provided us with an overview of
this module and briefed us on the various projects we could choose
to work on. All projects require group collaboration, with each
group comprising students from different specializations, allowing
each member to contribute according to their expertise. Initially,
I was interested in joining the 'PinkStuff' project, but since it
was already full, I opted for the 'Basic T' project instead. I
wanted to choose a project that I felt was easier to understand
and more familiar to me.
Figure 1.1 Project brief.
Most of the group members were hesitant to take on the role of group leader, so I saw this as an opportunity to develop my leadership skills, having never been a group leader before. I volunteered for the role, and the rest of the group agreed. Since our group was open for any student in the module to join if they were interested in the project's topic, we gained two additional members over the next few days. I decided to wait until Monday of Week 2 to create a WhatsApp group for communication, as Mr. Mike mentioned he would be reviewing and potentially rearranging the groups before then.
In Week 02, I created a WhatsApp group for our team and outlined all the topics we needed to research in order to gain a basic understanding of protective t-shirts. This research was essential for brainstorming ideas and preparing questions for our client meeting at the end of the week.
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| Figure 1.2 Assigned task. |
I was responsible for researching the target audience and analyzing market prices that competitor offerings.
Figure 1.3, 1.4 Research target audience and price range.
Before our scheduled meeting with the client on Friday, we decided to hold a team meeting to share the information each of us had gathered and finalize the questions we wanted to ask. However, just before our team meeting, one of our members suddenly left the group. She informed us that she had switched to another group and then immediately exited the WhatsApp group. This unexpected departure shocked us all, as she was responsible for researching Vision, Mission, and style. Her sudden exit left us without any information on her assigned topic, which could potentially create issues during our client meeting.
I reached out to her privately to understand why she left just before the client meeting and to see if she could share the research she had completed. Unfortunately, she didn’t respond to my message, and we later learned from another group member that she hadn't completed her research. With no other option, we proceeded with our team meeting, finalized the questions we wanted to ask the client, and divided them among the remaining members to avoid repetition during the meeting.
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| Figure 1.5 Questions prepared. |
During the client meeting, we were all nervous and panicked because we hadn’t had any prior contact with the client, and there was no announcement about how the meeting would be conducted. We were caught off guard when we were suddenly asked to start questioning the client without any introduction or explanation from them about their product. We assumed they would provide some initial information, but instead, we became the first group to ask questions, leaving us feeling unprepared and without a clear direction.
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| Figure 1.6 Client meeting key takeaways. |
After the client meeting, we decided to hold a quick group meeting to discuss topics that needed further research based on the client's responses. We promptly assigned tasks to ensure we had enough time to complete the research before our next class on Tuesday, where we would have a consultation with Mr. Mike.
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| Figure 1.7 Assigned task. |
I took on the responsibility of consolidating all the initial research completed by each member, making it easier for everyone to review and reference moving forward.
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| Figure 1.8 Summary of initial research. |
During week 3, we focused on identifying the target audience demographics for our brand, specifically for our hydrophobic and anti-slash t-shirts. Initially, we considered a general target audience for both products, but Mr. Mike suggested that we separate the target audiences for each product, as they cater to different customer needs. He also advised us to develop detailed personas representing potential buyers, taking into account factors such as their purchasing motivation, whether job-related or sports-related, their income levels, and other relevant characteristics. We brainstormed together to determine the types of people who would need these products, considering factors like age range and income, especially since our products are not cheap. Once we finalized the target audiences, we drafted survey questions for further research and sent them to Mr. Mike for review.
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| Figure 2.1 Survey questions draft. |
He advised us to format the questions properly for an online survey and emphasized that our respondents should be potential customers to ensure the accuracy of the data collected.
During week 4, we presented our properly formatted survey questions to Mr. Mike. He pointed out that we should maintain consistency in the wording throughout the survey. For instance, if we use "t-shirt" in one question, it should be used consistently rather than switching to terms like "basic tee." He also advised us to avoid asking similar questions and to keep the total number of questions under 20 to prevent respondents from becoming frustrated. Additionally, he suggested that the questions should be arranged in a logical flow.
Following the consultation, we collaborated to refine the survey questions. Once we were satisfied with the revisions, we sent the updated survey to Mr. Mike for review before transferring it into Google Forms. JieYing and Bernice were responsible for creating the Google Form, and once they completed it, I reviewed the form to ensure there were no typos or technical issues.
Figure 2.2, 2.3 Google Form.
Sim suggested adding conditional logic to the survey, where respondents would be directed to specific sections based on their answers to certain questions. For example, if a respondent answered "yes" to a particular question, they would be directed to a section asking for further explanation; if they answered "no," they would skip to the next relevant question. Sim implemented this feature, but after testing the survey from a respondent's perspective, I found that it made the process more cumbersome. The frequent section changes required respondents to click "Next" after each question, making it harder to refer back to previous answers. While Sim was pleased with his work, we ultimately decided not to use the conditional logic in the final survey. After a final review, we sent out the survey to potential buyers.
Since our potential customers were not within our immediate circle of friends, it was challenging to reach the required number of survey respondents. During week 5, some group members decided to approach random people at Taylor's University, asking if they would be willing to help us by filling out the survey.
This week, we were also expecting the client to bring the actual product so that we could better understand it, which would aid us in our project. However, when the client arrived, he informed us that the products intended for our group hadn't arrived yet and would be delayed by one or two more weeks. Additionally, he informed us that he no longer wanted to continue selling the hydrophobic t-shirts and instead wanted to focus on anti-radiation t-shirts, as they have more market value.
This sudden change left our entire group feeling lost, as we had already invested significant effort into researching and collecting data for the hydrophobic t-shirt, including securing 45 survey respondents.
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| Figure 2.4 Survey responses. |
With this abrupt shift, all our previous work was rendered irrelevant, and we had to start over from scratch to focus on the anti-radiation t-shirt. Given that it was already week 5 and we needed to complete and present our proposal by week 7, we were under immense time pressure.
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| Figure 2.5 Anti-radiation target audience. |
Realizing that conducting another survey would take too much time, we decided to switch to interviews as our method for gathering data on both the anti-slash and anti-radiation t-shirts. Due to the tight schedule, we quickly brainstormed and discussed potential candidates we could interview who would be relevant to the product's target market. After identifying suitable interviewees, we immediately divided the tasks, assigning each member responsibility for arranging and conducting interviews. We were well aware that scheduling interviews would be challenging, as not everyone would be available to participate.
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| Figure 2.6 Interviewees. |
Figure 2.7, 2.8 Anti-radiation interview questions.
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| Figure 2.9 Anti-radiation key point. |
Figure 2.10, 2.11, 2.12 Anti-slash interview questions.
Since we were interviewing people with varying job roles, the key points or information provided to each interviewee needed to be tailored accordingly. Despite it not being my specific responsibility, I offered to help a group member by researching relevant points for their interview. Although I wasn't entirely familiar with the interviewee's job role, I did my best to gather useful information to support their preparation.
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| Figure 2.13 Key points for printing industry. |
The next day, group member asked for guidance on which points to include in their interviews, as he noticed extensive research on the Miro board. He was preparing to interview two more people that day. I suggested that he should conduct his own research, as each interviewee had different job roles, and I felt it was important for them to tailor the points themselves. I had already helped once, I was feeling a bit exhausted and needed to focus on my own responsibilities.
I began preparing my interview questions by organizing them into a logical sequence and incorporating key points from my research.
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| Figure 2.14 Interview questions. |
I researched radiation emitted by digital devices, including studies that support these claims. Additionally, I researched the fabric used in our anti-radiation t-shirt to provide the interviewees with a thorough understanding of our product.
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| Figure 2.15 Research. |
I recorded the entire interview session and transcribed it into
text. I then uploaded the transcript to the Miro Board for all
group members to review if needed. Afterward, I summarized the
key takeaways from the interview.
Link to Audio Recording
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| Figure 2.16 Transcript. |
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| Figure 2.17 Key takeaways. |
Over the weekend, we held an online meeting to work on the empathy map, problem statement, insight discovery, and other related tasks. I advised everyone to review previous senior projects to get an idea of how to approach our work. Additionally, I reached out to Mr. Mike to clarify whether we should create one empathy map for the entire brand or separate them by product. He confirmed that we needed to create two separate empathy maps, as the products target different markets and users.
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| Figure 3.1 Separate empathy map. |
When we presented our work during Week 6, Mr. Mike pointed out that some aspects of our empathy map lacked accuracy. He suggested that we should have created user personas and user stories before proceeding with these tasks. As a result, most of our work needed to be redone.
Taking his feedback into account, we began refining our work. I set a deadline of May 29, 2024, by 2 pm, so I could send it to Mr. Mike for review and allow us to move forward quickly, as our presentation to the client was scheduled for Week 7. Despite multiple reminders, some team members failed to meet the deadline. When I tried to reach out to them, they didn’t respond, leaving me uncertain about their situation.
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| Figure 3.2 Assigned task. |
Given the circumstances, I sought help from Jzeshin, and together we finalized the problem statement, "how might we" statement, and goal statement. The only task left for the others was to complete the top 5 ideas, as this was something that needed input from every team member, and I couldn’t do it alone.
Since time was running out, I assigned new tasks to everyone, even though the top 5 ideas hadn't been completed. I asked each person to come up with at least one idea for our brand name, color palette, font, and a sketch for the logo design. We planned to have an online meeting the next day to vote on the best ideas and continue with the logo design, key visual, presentation slides, and Google Docs.
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| Figure 3.3 Assigned task. |
However, the top 5 ideas remained incomplete, despite promises to finish them. One member, in particular, was especially unresponsive. Despite multiple reminders, he asked me where the task was, which was frustrating given how much the team's progress depended on everyone completing their assigned work on time. His lack of responsibility affected the whole group, and I was left feeling angry and disappointed.
Only five members completed the task of preparing ideas for the color palette, typography, and logo design. I didn’t wait any longer for the others to submit their work, instead, I started the poll as soon as the deadline I set had passed. Given the tight deadline, I decided against holding another online meeting, as many members were unresponsive. Instead, I set up a poll in our WhatsApp group for everyone to vote on the color palette and typography for our brand. The highest-voted options would be what we used.
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| Figure 3.4 Poll. |
Finally, I assigned tasks for five of us as the importance of completing everything on time, I decided to have him focus solely on preparing his presentation script and Google Docs. The rest of the team, including myself, took on the responsibility of completing the presentation slides.
During Week 7, the actual product for our group finally arrived.
Figure 3.5, 3.6 Anti-slash and anti-radiation t-shirt.
Additionally, the presentation deadline was extended to Week 09, as most groups were not yet prepared to present. We took this extra time to continue refining our problem statement and insight discovery since the previous format we used was incorrect. After receiving feedback from Mr. Mike during class, we brainstormed together, made the necessary adjustments, and sent the updated versions to him for review. He provided further corrections and advised us to move on to the design system.
Figure 3.7 - 3.10 Problem statement and insights discovery.
Our initial attempt at creating a design system was rejected because it wasn't aligned with our brand personality.
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| Figure 4.1 Initial design system. |
However, after finalizing the problem statement and insight discovery, we gained a clearer understanding of our brand's personality, which allowed us to redo the design system more effectively. For the brand name, we conducted a poll on WhatsApp and voted together to finalize it.
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| Figure 4.2 Poll. |
In Week 08, we presented the progress of our design system during the consultation with Mr. Mike. He provided feedback for further refinement and suggested that we create an information architecture chart, given that we would be selling the product and would need a website as the platform.
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| Figure 4.3 Information architecture chart references. |
We held a meeting during Week 08 to discuss the logo design, while I took on the responsibility of creating the information architecture chart and finalizing the brand positioning. I completed the information architecture chart using Canva, so the team members in charge of the website design could review it and create the design based on that structure. However, I later discovered that the work I had done was deleted, and I couldn't recall all the details as it had been a few days since I originally created it. As a result, I had to redo the entire chart.
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| Figure 4.4 Information archi chart. |
During Week 09, we continued working on the presentation slides and focused on creating the key visual for the brand. Mr. Mike emphasized that the key visual should represent something significant about the brand, and he suggested that our website design could serve as the key visual. Given this direction, we decided to move away from creating posters, despite several attempts by our group members. Jzeshin and I took on the responsibility of designing the website, while the rest of the team worked on refining the presentation slides and finalizing the logo creation. Sim concentrated on preparing his script for the presentation.
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| Figure 4.5 Website design. |
On Friday, week 09, we presented our project proposal.
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| Figure 4.6 Assigned part. |
Project 02 - Detailed Design and Production Plan
The client was generally satisfied with our logo and brand name.
However, they suggested that for the website design, we could
incorporate a gaming style, such as using stats to display
product features.
He also informed us that the brand would not be limited to just two types of protective t-shirts, anti-slash and anti-radiation, instead would include a total of eight different types of protective t-shirts. This was a significant change from our previous understanding, where we initially focused on anti-slash and hydrophobic, and later shifted to anti-slash and anti-radiation. The announcement of eight different types of protective t-shirts dramatically increased our workload, especially compared to other groups that were only dealing with a single product.
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| Figure 5.1 Protective clothing. |
Given this new information, I reached out to the client to request any available information on the additional types of protective t-shirts. This would have saved us from starting our research from scratch yet again. After our meeting, Mr. Mike sent me a few links related to the fabric of the t-shirts.
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| Figure 5.2 Information provided. |
During week 10, I assigned tasks to each team member to research social media campaign strategies and gather visual references for social media posts, aiming to gain inspiration for creating our content later. My responsibility was to research website design and compile a list of fabrics provided by our client, Mr. Damien.
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| Figure 5.3 List of fabrics. |
Figure 5.4, 5.5 Visual references for website design.
However, while organizing the fabric information given by Mr. Damien, I realized that the fabrics he provided were for regular t-shirts and not for the protective clothing he intended to sell. This discovery meant that my previous efforts were in vain, and I would need to do additional work to research and gather accurate information about the fabrics used in all eight types of protective t-shirts. This unexpected twist significantly increased my workload and required me to pivot quickly to ensure our project stayed on track.
I assigned each teammate to complete the customer journey map and develop the social media strategy calendar.
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| Figure 5.6 Assigned task. |
So, I continued researching information for all eight types of protective t-shirts while
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| Figure 5.7 Research. |
During week 11, we presented our social media content calendar
to Mr. Mike, and he pointed out areas need refinement. After
revising the calendar, I assigned tasks to each member based on
their specialization and workload capacity. I assigned fewer
tasks to teammates who work at a slower pace. Additionally, I
created a Gantt chart listing all tasks and their respective
owners, allowing team members to update their progress
independently, reducing the need for frequent
check-ins.
Link to Gantt Chart
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| Figure 6.1 Gantt chart. |
I will be in charge of designing the website, collaborating with Jzeshin as we both specialize in UI/UX. I started by researching ideas for the website design and then had an online meeting with Jzeshin to discuss and combine our ideas. We divided tasks to complete the low-fidelity prototype, focusing on two key pages: the homepage and the product detail page. I was in charge of creating the product details page, while Jzeshin took responsibility for designing the homepage. After we both completed our respective tasks, I assisted Jzeshin in refining the homepage to ensure it aligned with our overall design vision. We opted for a low-fidelity prototype initially to ensure the style aligns with the preferences of our teammates and Mr. Mike.
Figure 6.2, 6.3 Low-fidelity prototype.
During the week 12 consultation, Mr. Mike noticed some inconsistencies in the design style of the contents we created. Based on his feedback, I decided to create a dedicated section in Miro to organize all the design elements we would be using. This section includes borders, colors, backgrounds, icons, fonts, callout designs, showcasing elements, and references. Each category is accompanied by related images, making it easier for team members to find and use consistent graphic elements in their work. This approach ensures that everyone is on the same page and helps maintain a cohesive design throughout our project.
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| Figure 6.4 Design concept. |
I continued designing the website according to our established design concept. I decided to use sharp edges for all borders and display information in tabs to enhance the gaming style, which aligns with the client’s requirements. This approach helps to create a more engaging and immersive experience for users, fitting the futuristic and gaming-inspired theme we aim to achieve.
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| Figure 6.5 Website design second attempts. |
During the week 13 consultation, we still faced significant discrepancies in our design style. Mr. Mike recommended that we create a key visual to ensure consistency across all tasks. He suggested that by using the same graphic elements from this key visual, all team members could maintain a cohesive design. He also provided several visual references with a modern, gaming style for us to draw inspiration from.
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| Figure 6.6 Visual references. |
We continued brainstorming and designed the key visual immediately after the consultation, aiming to have it reviewed by Mr. Mike before the end of the class day.
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| Figure 6.7 Key visual. |
With the completion of the key visual, everyone worked independently on their assigned tasks.
During week 14, some group members presented their work to Mr. Mike, while others did not update their progress on the Gantt chart, leaving me unsure of their stages. Mr. Mike mentioned that the final presentation was scheduled for week 15, with the presentation slides due by Monday. I quickly assigned tasks to manage time effectively. Some members worked slowly, so I assigned fewer tasks to them for the presentation slides and set a due date to avoid last-minute submissions. Unfortunately, many failed to complete their tasks on time, affecting the preparation of the presentation slides.
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| Figure 6.8 Assigned task. |
I focused on finalizing my part of the website design and helped Jzeshin refine her section, as it needed more consistency with my work and improvements in layout. I appreciated Bernice’s help with the presentation slides, despite it being outside her assigned tasks. I also created the packaging design myself due to its absence.
Figure 6.9, 6.10 Product packaging.
Despite incomplete content from others, I managed to finalize and submit the presentation slides, receiving feedback from Mr. Mike for further refinement.
Project 03 - Final Presentation
Link to Final Presentation Slide
Link to Finalized Files
Link to Important Link
During week 15, we presented our work to the client, Mr. Damien. He was satisfied with the outcome and had no comments about our design. He mentioned that if we were interested in working with him in the future, we could get his contact information from Mr. Mike.
Week 14
- Since the product has shifted from hydrophobic to anti-radiation, the research methodology suggests changing to interviews.
REFLECTIONS
Experience
Throughout this project, I experienced significant stress and anxiety. The constantly changing client requirements made it difficult for us to stay on track and required us to redo much of our work. Our team lacked graphic design specialists, which meant we had to handle unfamiliar tasks like logo, poster, and packaging design. The heavy workload and some unresponsive team members added to my stress as the group leader.
As the project progressed, I attempted to manage my stress and balance it with my other modules. Despite my efforts, the inconsistent progress of the group made me nervous about the final submission. I found that rushing only increased my stress, while some team members seemed unaffected by their lack of contribution. I questioned whether my time might have been better spent on other module projects. Believing that everyone should be aware of each other’s progress to stay aligned, but this approach didn’t always work as expected. So, I tried to have team members present their designs directly to the lecturer.
Observation
I’ve observed that being a group leader is quite challenging. It involves organizing and arranging tasks so that everyone in the group knows what to do, and it requires communication not only with the lecturer and the client but also with each group member. The most difficult aspect is managing communication within the group, as each person has a different personality, and not everyone will contribute or be as responsible as you are. Being a group leader is tough, but being an effective one is even harder. Balancing workloads, handling rejected ideas, and managing interpersonal dynamics can be frustrating. A leader needs to excel in both interpersonal relationships and planning to ensure that everyone is satisfied and that the project progresses smoothly.
Findings
I’ve found that the challenges I’m facing now are similar to what I might encounter in the industry. People come from diverse backgrounds, universities, and regions, making effective communication and mastering interpersonal relationships crucial. Design work isn’t solely about personal aesthetics, it must meet the client's requirements, even if you might feel that certain ideas aren't ideal. Ultimately, the client’s needs take precedence, and our work should align with their expectations. I also realized the importance of balancing work with personal life. In a team setting, everyone should contribute equally to ensure progress. If one person invests full effort while others don't, it can lead to frustration and a perception of unfairness. Achieving harmony in teamwork requires everyone to be equally committed and to manage their work-life balance effectively.
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