Minor Project
Edita Chew En Thung / 0357357
Minor Project / Bachelor of Design (Honours) in Creative
Media / Taylor's University
Task 1
INSTRUCTIONS
In our Minor Project, we received the task to come up with a new concept based on United Nations Sustainable Development Goals (UNSDGs). The solution demanded a user-centric edge, in which we engaged in an empathy-driven research to fully comprehend the actual needs, pain areas and desires of the target population. Our solution had to solve these discovered needs in a meaningful way coupled to the integration of Fourth industrial Revolution (4IR) technologies like the use of artificial intelligence, the Internet of Things (IoT), or immersive media.
Our proposal on the project took the following outline. We started by providing an executive summary of the project objectives, the problem it is solving, the anticipated results as well as the UNSDGs it is addressing. Under the background section, we examined the prior projects in order to have a sense of what is already done, and why there still exists gap or opportunity to go innovative. We discovered the resources which we would need (to execute our idea) including tools, materials, skills and technology.
When defining the problem, we did not only think of it as a challenge but also as an opportunity that could make an impact and be of value in the social sphere and on the market. We described our offering and indicated what makes us different as well as how we can improve the outcome and relevance of the presented solution using 4IR technologies. Lastly, we developed a practical estimate of our budget, and schedule with definite milestones, which allowed us to control the flow and show that project was feasible. Our ability to be innovative, empathetic, and technologically savers in this project gave us a chance to explore and achieve our desired goal of a meaningful lasting outcome.
WEEK 1
After forming the group, we chose to go with Wyndham Garden Shahzan Fraser Hills as our client, a hotel which requires some refurbishment in it.
Task 1
In the Minor Project module, I collaborated in a multidisciplinary team to design a new innovative concept in accordance with the United Nations Sustainable Development Goals (UNSDGs). We based our approach on human-centered design as we were steered to achieving the results through the empathy-based research that would help to establish the actual needs and challenges affecting our target audience. Our research was both primary and secondary, including surveys, persona research, and the framing of problems based on the method of the “How Might We.” This assisted us in making major considerations that we used in developing our final proposal.
During the development of the project, we also looked through these parameters to be able to come up with an effective and effective solution, technical feasibility, design aesthetics and functionality. Our presentation consisted of an elaborate slide package and a printed proposal that stressed the fact that our idea was relevant to present some of the challenges of sustainable development. This project not only strengthened my expertise in group problem-solving, user-research-based research, and alignments of creative solutions with international agendas.
Week 1-2
First, we worked on our Contextual Research in Miro board and each member has to do their own research part and divide the tasks among us. We scheduled a meeting to divide some parts to further understand the project that we are to attempt.
After having the Contextual Research consulted with Mr Mike, we adjusted accordingly and adapted onto the next part, which is our secondary research for our client Wyndham Shahzan Garden Hotel Fraser Hills.
Week 3-6
We moved on to do our personas based on the pdf provided by our client, and
research about it, to find out whether it is plausible to do whatever they had
proposed for Wyndham Shahzan Garden Hotel Fraser Hills, to improve their
tourism and hotel staying rates. Using their assumed target audience, we
created the personas according to what they gave us.
After that, we
gave it to Mr Mike to review and consult with us on the 3 personas, while
continuing our secondary research.
Week 6 above
We created an online survey to conduct proper research before moving on to craft our insights and our top 5 findings.
We were then tasked on tweaking and adjusting the personas given by Dr Afnan to fit our survey results. The following will be the personas that we have adjusted.
Adjusted Personas:
We changed the three of the personas to reflect people local to us so that our campaign seems more relevant and more supported about the real needs, behavior, and culture of the biggest audience. Considering the local travelers- we might develop more practical, relatable solutions which speak directly to the travel habits, motivations and problems of the local traveler- particularly within the local heritage and eco-tourism context.
Week 13 above
We were short on time so we had to do our customer/user journey map and touchpoints to be able to execute our project for our client, Wyndham Shahzan Garden Hotel Fraser Hills.
Thus, back to Miro Board once again.
I was tasked with the Art Direction and the Design of the slides, from proposal and the final presentation slides. After constructing the basic structure of the slides, Maisarah tweaked some to accommodate some extra slides and information whatnot. The other group members were tasked with filling in the rest of the information and surveys we got from day 1.
Some did not fill their part on time and had always forgotten his work, so I had to swiftly do the part that was missing before consultation.
Proposal Slides
Proposal Slides : PDF
LOGO
I came up with the logo and as well as the campaign's name.
The name ‘Unwynd’ is a play on the word unwind. Suggesting relaxation but spelled uniquely to tie in with Wyndham.
It represents more than just rest. Unwynd invites young travelers to slow down, explore, and reconnect with nature and culture in a meaningful way.
Our logo remains true to Wyndham’s identity, but in both black-and-white and full colour, it adapts to Fraser’s Hill’s character. The monochrome version feels timeless and elegant, while the colour version adds vibrancy and warmth, suitable for marketing and digital assets.
Colour Palette
Visual Artwork : Draft
Google ads mockup
Final Presentation Slides
Final Presentation Slides : PDF
WEEKLY REFLECTIONS
Week 1-2
Week 3
After completing the lectures, we moved into the Empathy step in Design Thinking to conduct contextual research in miro board. By using the client brief, we understood that we had to collect strong evidence to judge if an initiative matched the project’s goals. We separated the work and completed it on our own. It is important for this phase, because it helps us collect valid secondary data and find good solutions for the case. Going through this exercise has shown me how to approach my own design projects and create useful strategies for my future clients.
Week 4
We moved to the stage where we are creating our 3 user personas according to the brief given by our client. We gathered a group to build three main personas, combining the client brief’s target audience with what we learned from our research. Using this process helps refine the questions in a survey and guides the creation of important hypotheses. This task showed me which kinds of questions are more important for us to ask. Ahead, I consider this phase crucial for choosing particular targets and improving the main direction of my design process.
Week 5
After Mr Mike had given feedback, with the comments in mind, we needed to find more information by reading academic and research papers in relation of our 3 persona profiles, as they had just been based on speculation before. Viewed this way, it keeps information based on evidence and stops us from relying on guesswork. We gained a better insight into our target users after adding this extra research. Following these approaches in further projects will support our reliability and let us create user-based solutions. When we build our personas using real information, we become better at estimating user habits, mindsets and motivations which helps us create designs that are both practical and useful.
Week 6
We decided to create elaborated scenarios using our user personas to narrow down the focus of our survey questions. The mentioned strategy helped us to form more specific and goal-oriented questions that resonated with the actual experiences, goals, and frustrations of our target users. We managed to receive more genuine and informative feedback because we based our survey on familiar contexts. To continue, scenario-based planning will be applied to keep the surveys focused, relevant, and user-driven, which will eventually make the research process efficient and goal-oriented.
Week 7
This week has been an academic workshop with regard to critical thinking and problem-solving approaches. We read case studies and pointed out biases and faulty arguments.
I learned that there are a lot of assumptions that blur judgment, particularly when under pressure. It resonated with what I had studied earlier on regarding cognitive bias and decision-making. I became more conscious with regard to my processing of information.
It is a known fact that the capacity of the critical analysis of situations has numerous advantages both when it comes to academic writing and professional decision making.
Moving forward, I will apply these methods in dealing with not only academic essays but also real life issues especially in group work where different take on issues can be involved.
Week 8
The group dynamics was also discussed in a project with teams working on sustainable development planning. I also took part in delegation and coordination activities.
What I observed was how communication style either facilitates or prevents team work. I also began to realize that I was on the receiving end of my characteristic behavior to dominate the conversation; I made an effort to listen more actively.
Team dynamics is crucial to the success of team leadership and teamwork, especially at the workplace.
I will also work on my emotional intelligence and ability to work in a team, particularly in the future profession where the story is all about interdisciplinary teamwork.
Week 9
I have read about ethical questions in digital world and engaged in a discussion during a class on the subject of privacy verses accessibility.
The subject matter contradicted my previously held positions I began to appreciate the tradeoffs that had to be made between innovation and the security of data. It helped me analyze corporations and policies of the government more critically.
Ethical thinking is central to the responsible practice particularly in technology-oriented professions. These debates broadened my horizons in terms of digital responsibility in the world.
I intend to incorporate the ethical views into my future endeavours thereby making decisions not only based on functionality but on the impact that it will have on society.
Week 10
We had an exercise about research proposals in a peer review mechanism. I was able to read the work of one of my classmates and got feedback about my work.
It was through this process that I learnt the power of constructive criticism. It was thoughtful to understand how people had to offer alternative solutions towards the same problems.
The peer review is an efficient way to revise concepts and make them clearer. It has brought to my mind that learning does not exist as an isolated activity.
I will also involve peer input on a regular basis when coming up with professional reports or academic submissions because it enhances quality and accountability.
Week 11
I have gone to a guest lecture provided by an industry expert, who talked about their experience in the entrepreneurial and innovation process.
One thing I found interesting was the frank notes of the speaker about the failure and adoption. What I learned was that failures are usually stepping stones in the creative world.
This has been able to rectify my perception concerning career routes- they are never predictable. The skill is not as essential as flexibility and resilience.
I will be more receptive to the idea of failure and utilize it as a feedback tool and not as a failure in my new ventures or projects.
Week 12
During the Week 12, our task was to elaborate on our campaign elements in terms of the feedback received previously. My role was refining the personas and making sure that the visual direction is matching our message. It made me remember how much iteration and tiny changes are so priceless and how significant it is to have visual and narrative consistency. It taught me that creative work is not a single undertaking but rather a procedure, and this will be one of the ways I will use in subsequent group and workplace projects.
Week 13
Week 13 was used to complete the campaign and practice the presentation to be able to deliver it using a good flow of presentation, delivery, and clear visuals. As a deadpan of the week showed, presentation matters. How the ideas are explained is virtually as vital, as the ideas themselves. It was gratifying to see it all pull together, and I will apply this to the future work by focusing on more confident, structured delivery in academic and professional work.
REFLECTIONS ( MODULE OUTCOMES )
The experience of completing this project was valuable as it made me realize a great deal about my capacity to adjust and remain concentrated on the task at hand; despite the action that was not ideal in terms of the group dynamic. I would also need to take some initiative and remain more flexible, when other people cannot be trusted or are not so responsive. This rendered me more autonomous in the way, I handled work, reacted to the ever-changing schedules and demands.
The ideation and development process taught me to be more critical about design more than in the sense of being more creative, but to measure how well the ideas suit to the real needs. I was also grading continuously what was working and what was not and what could be enhanced particularly in the terms of harmonizing the idea with the true user knowledge.
Although team collaboration was very difficult, it made me learn the relevance of design thinking and clear structure when I am striving towards the achievement of a professional result. I started to understand that even good ideas have to make sense in the real world: either via user interaction, sustainability or possible monetary profit.
Most importantly, I am more confident to provide myself with honest feedback. I followed all the criticism and referents to look back at my progress and small and significant adjustments. This incident taught me that sometimes development may be connected with self-insight and readiness to move further even in the conditions when it is not perfect.
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