Minor Project: Final Compilation & Reflection
Chan Wan Qing / 0350928 / BA of Design (HONS) in Creative Media
Minor Project
INDEX:
1. Lectures
2. Projects
Task 1: Project Proposal
Task 2 and 3
Final Submission
3. Feedbacks
4.
Reflection
LECTURES
Week 1 / 27.9.2024
In the first week, our lecturer briefed us about the module and explain what we will be doing in this for our projects. In this module, all of the assessments are continuous projects, and we will be doing the project as a group. After showing some of the examples about the projects from pass students, Mr Mike briefed us about the clients and the projects.
Project Briefing
Industry Collaborators: *Show the prototype
A) WarisanXR MR Immersive Exhibition [TrueXR]
1. User Experience (Content) in MR
Design an engaging and immersive MR experience
2. User/Customer Research at National Museum
Explore the behaviour and touchpoints of museum
visitors
Technologies:
- XREAL AIR 2 ULTRA AR Glass with HAND TRACKING
interaction
- Volumetric Video (lifelike holograms of cultural figures,
traditional practical and historical events)
- Spatial Recognition
(physical space triggers)
B) Expedio Design
Key Deliverables:
- Branding and Messaging
- Website Development
and Optimization
- Content Marketing (Create blog content that aligns
audiences' targets)
- Email Marketing
C) Daikin (NDA)
- Create a sub brand under Daikin (air purifier)
- How to launch and
who to launch
Week 2 / 4.10.2024
This week, we had a discussion on the questions we listed out with Mr Mike to confirm with him the questions are appropriate.
Team:
1. Agree on the rules
2. Share the
same goals
WHAT IS DESIGN THINKING
Design thinking is a problem-solving approach that focuses on customers' needs, and then comes out with the solutions and tests.
5 Steps of Design Thinking
5 Steps of Design Thinking
- Empathy - Stepped into the shoes of other people in our user based to identify the challenges [stories, insights, emotions]
- Define - Expressed a core problem in the form of point of views
- Ideate - Transitioned from identifying problem to brainstorming a bunch of potential solution
- Prototype - Brought the ideas into the real world
- Testing - To improve the minimum viable products
The Loop of Design Thinking
Design thinking is...
“A human-centered approach to innovation that
draws from the designer's toolkit to integrate the needs of people, the
possibilities of technology, and the requirements for business success.”
Design Innovation
- Users' Desirability
- Tech's Feasibility
- Business' Viability
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Design Innovation (Venn Diagram)
Week 3 / 11.10.2024
We proceeded to learn about how to create user personas in week 3 and how we will apply this in the project. After getting know about user personas, we worked on the 3 user personas that we needed in our X-board project.
How to Create A User Persona
INSTRUCTIONS
Task 1: Project Proposal
Task 2: Devise and produce design
management protocols relevant with industry practice
Task 3: Produce
the final presentation of the proposed solution to a panel of reviewers
First, we are to conduct research on our target audience from a human-centered perspective to understand their needs to form insights into their actual problem. Empathy research with analysis reports on product or service functionality and effectiveness, technical innovations and challenges, aesthetics and design appreciation are required to support our new project proposal. The proposed solution must address the need that we have discovered from our research on the target audience.
Group 5 - X-BOARD IDEA SPACE (Expedio)
- Adriena Tan Yan Zi [DA]
- Chan Wan Qing [DA]
- Janice Marie Eng Chia Hui [UI/UX]
- Celeste Low Ly-Ven [UI/UX]
- Jordan Axel [UI/UX]
- Caitlin Ong Lynn Dee [GD]
- Dow Jia Zheng [ED]
Overview:
The ultimate tool for creatives who thrive on visual thinking and dynamic collaboration. Its sleek, mobile whiteboard design allows you to capture ideas, brainstorm freely, and share concepts effortlessly—anytime, anywhere. Whether you're sketching out your next big project or problem-solving with your team, the X-Board empowers you to stay flexible, creative, and productive in any workspace.
Problem to be solved:
In today’s fast-paced and flexible work environments, collaboration and dynamic idea-sharing are key to productivity. However, traditional meeting tools such as fixed whiteboards and stationary presentation systems limit movement, interaction, and creativity. Teams need adaptable, mobile solutions to foster collaboration, brainstorming, and effective communication across different workspaces and formats.
1. CONTEXTUAL RESEARCH
To start off with our project, our group has an online meeting to discuss what we have to do for research on the project. Our group leader, Janice listed out the areas and discuss with us on what to do. We then divided the tasks between ourselves and set a deadline for us in order to proceed with the second discussion.
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Contextual Research (Tasks Division)
After the group meeting, Adriena and I started to do research on direct competitors of our customers. We discussed together so that our research won't overlap with each other. We divided our research into 2 parts, which are types of boards and competitors' company. For types of board, including blackboard, glass board, bulletin board and magnetic board, we searched about their strengths, weaknesses and customers' reviews. Whereas for competitors' company, we selected three and searched for their branding strategies (social media, services, websites), brand values and reviews.
Contextual Research - Direct Competitors
After each of us completed our research, we put them all into our miro board. Then, we had an online meeting to discuss and list out the questions for the client we wanted to ask about the product, brief and target audiences.
Questions
In week 2's class, we consulted with Mr Mike about the questions. We needed more research about a few questions and also refined some questions so that they are asked in an appropriate way. Therefore, we did additional researches on the packaging for delivery and also brand logos of the parent companies and their sub-brands.
Contextual Research - Packing and Delivery
Contextual Research - Brand Logos
2. CLIENT MEETING
In week 3 (9.10.2024), we had the first meeting with our client, Expedio. It was a QnA session with Mr Tan. All groups met online with Expedio and we asked questions that we had prepared. Since some of our questions was same with other groups, so we filtered it out while we proceeded with the meeting. Janice and Adriena were the representatives to ask questions, while the others in the meeting took notes.
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Meeting Notes (9.10.2024)
Through the meetings, some of our curiosities has been clarified especially regarding the products, branding and so on. We are able to understand the direction Expedio wants to execute in their product and website.
3. DATA COLLECTION
After the meeting in week 3, we are clearer about what we should do next. In week 3's class, we started to do the user personas as we had to come out with the personas before we start to design our questionnaires. We decided on the user personas in class together. Then, Adriena and I started to design the questions of our survey while the others worked on the user personas.
- Questionnaires
Survey Questions and Feedbacks (11.10.2024)
After completing the questions for survey, we showed it to Mr Mike together with the user personas to get feedbacks from him and refine our work. Then, we refined and rephrased some of the questions and put them in Miro to get the final check from Mr Mike before we put them into Google Form.
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Refined Survey Questions (14.10.2024)
After the final check from Mr Mike, we refine the questions and put them into Google Form. We divided the Google Form into different sections including demographics, general questions and specific questions for different groups of respondents / user personas.
Google Form: https://forms.gle/5yrJnW85fTkXQFii9
After getting the responses, we started to analyse the result of our questionnaires on Miro. Janice, Adriena and I analysed the survey results. We first analysed question by question and then summarised each section including demographics, whiteboard usage and issues, preference and about X-board for 4 different personas in Miro.
Survey Data Analysis - Summary
- Interviews
After discussing with Mr Mike, we needed to do interviews with 1 respondent from each persona since we did not have enough data. Therefore, in week 5’s class, we drafted out the interview questions together based on feedback from Mr Mike.
Additional Data Collection - Interview Questions
4. INSIGHTS, PROBLEM STATEMENT, HOW MIGHT WE
After collecting the data, we started to come out with the insights, problem statements, customer journey map and how might we statements. In week 6, we had an online meeting within our group to discuss the insight discoveries. Initially, we listed out the issues, insights in the top 5 ideas section. But we were unsure about it, so we replaced them with ideas to solve the issues according to what we listed out. After that, we divided the ideas into different categories and came out with 3 key themes.
Top 5 Issues
Key Themes
Insight Statements
After approval by Mr Mike, we continued on doing the problem statements and how might we. We tried to summarise the user, need and insight to create the problem statement since it was too long initially. Then, we proceeded to how might we, where we created the questions based on the insight statements. We then tried to come up with ideas according to the how might we statements.
How Might We
Visual References
After deciding the direction based on the how might we statements, we started to find visual references for branding, website, social media and promotional videos. Each of us need to find at least 3 references for each section. We put the visual references into Miro board and discussed later. I focused on finding references based on the colours and their layouts.
Visual References - Branding
Visual References - Email
Visual References - Social Media
Visual References - Website
Each of us also came out with ideas on our design direction. We discussed on the logo and the colour palette together; while Jordan focused on the graphics elements and Caitlin will work on the logo.
Graphical Elements
Logo
6. Advertising and Promotional Plan
For our case, we also came out with an advertising and promotional plan. Before we came out with the plan, we read through the case studies on 3 areas including email marketing (me), content marketing (Janice), website development (Celeste). We studied how will the plan advertise and sell the products to the audiences in different areas and then design an advertising / promotional plan for X-board.
Since I will be doing case studies on email marketing, I found 3 case studies on emial marketing on existing brand for their products.
3 Case Studies [Email Marketing]:
1. Vitrazza
- A brand that makes luxurious glass chair mats
-
Challenges:
- Didn’t get many responses or sales
- Wasn’t enough brand’s personality in the basic welcome flow and email content to keep the customers going back -
Solutions:
*Redesign the welcome flow
- Include customised messages to show off their unique selling point
- Promotion is more compelling because it was based on customer segmentation and targeted content that included customer reviews and personal messages from the CEO
1. Introduction to The Brand
- Deliver on the promised discount that got customers to subscribe in the first place
- Introduce the unique selling propositions of Vitrazza and its products
- Introduces reasons why they should buy the product, including reviews from users, brand positioning, and the personal touch of their CEO
2. The Selling Proposition
- Explain why the price is worth it, including product details and the free shipping policy
- Include the 15% code, in case the customer had forgotten about it
- Offer customer reviews and CEO’s personal note
- Introduce the best sellers, for those customers who are already curious
3. The Social Proof
- Shows an authentic video testimonial by customer
- Goal here is not to get them to purchase
- Follow with several other reviews as more social proof
4. The Personal Touch
- Make them feel appreciated in return
- A special message from CEO
- Feels more human-to-human than brand-to-human -
Results:
- Email sales went up by 55%
- Click through rates went up by 20%
- Open rates for usual campaigns and welcome flow went over 30% - 50%
- An e-commerce fashion brand
-
Challenges:
- Used to generate sales through a private community in their Facebook
- Difficult to convert leads to sales (unpredictable changes in FB’s algorithm) -
Solutions:
*Turn generic email welcomes into personalised style narratives
- Brand-centric animations that complemented their marketing campaigns -
Results:
- Gained £25,000 (about $31,000 at the moment of writing) in revenue
- Brand’s subscriber base grew by 50%
- Open rates increased to 26% while the click-through rate made it to 3%
- A high-end home decor brand that sells mid-century modern sofas, high-end lighting, and beautiful wooden pieces
-
Challenges:
- Didn’t invest on email marketing
- Needed to build strategy from the ground up -
Solution:
*Made a welcome series with email flows
*Seperated the subscriber base into groups
*Cleaned the email list to uninterested and disengaged customers with campaign
1. Welcome series
- Introductory emails to greet new subscribers and share brand values
2. Browser abandonment
- Follow-up with users who viewed products but didn’t add them to their cart
3. Cart abandonment
- Reminders for users who left items in their cart without purchasing
4. Add to cart pop up
- Encourages adding items to cart with a discount
5. Checkout abandonment
- Email reminders for users who started but didn’t finish checkout
6. 7-day email sequence (discounts and promos)
- Limited-time discounts to drive conversion within a week
7. Post-purchase (upsells by category)
- Upsell emails suggesting related items based on their purchase
8. Upsell / Cross-sell
- Recommends complementary products
9. Re-engagement & win-back
- Attempts to reconnect with inactive subscribers with discounts
- Make your emails feel personal. Customise your messages and make them unique to your brand
- Try basic strategies first. Cart abandonment or subscriber engagement problems can often be solved with a simple, well-timed email.
- Tell your brand’s story. Your brand’s story is a powerful strategy on its own. Engage your audience with stories that match their own experiences and goals, turning casual browsers into devoted consumers.
- Send educational campaigns. Don’t only send promotional emails, write content that educates the customer about your brand and your products. That provides value, without pushing a sale.
-
Welcoming Email
- Welcome message with X-board’s brand story and key features (mobility, affordability, versatility).
- Showcase real-life uses for different work environments.
- Social proof through customer reviews/success stories
-
Educational Series & Content Highlights (send an email to inform that
we have content on this)
- Share creative tips on how X-board can enhance brainstorming and team collaboration. Include video demos or guides.
- Show how professionals across various industries (office, education) are effectively using the X-board
- Encourage users to try an AR feature to visualise X-board in their workspace.
-
Product Discovery & Engagement Flows
- Remind visitors who browsed but didn’t add to the cart
- Send follow-ups to users who didn’t finish checking out, with a personalised message or time-limited offer
-
Promotions & Limited-Time Offers
- Run seasonal sales, offering discounts or add-ons, like free markers or erasers, with purchases.
-
Post-Purchase Upsell/Cross-Sell
- After purchase, send tips for optimising X-board use and invite feedback.
- Share product care instructions for long-term satisfaction.
- Suggest add-ons or accessories, such as additional markers, erasers or board extensions (website)
-
Re-engagement Campaigns
- For inactive subscribers, use engaging messaging and incentives to encourage a return to the X-board site.
7. Presentation Slides
After that, we compiled all of our findings, surveys, problem statements, brand identity, design direction and marketing plan into a presentation slides. We divided the parts among our group members. Initially, the slides are too long, so we tried to shorten each part.
Final Task 1: Project Proposal
Project Proposal - Presentation Slides
Task 2 & 3
Customer Journey Map [Week 9-10]
After project 1, we continued the project with customer journey map. From the customer journey map, we decided to launch and promote X-board in 3 platforms, including social media (Instagram), website and email. For the blog, we are going to put it into the website.
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Customer Journey Map
Customer Journey Map - Plan on Each Category
After discussing and consulting for a few times, we finally came out with the plan like the figure above. But we kept on amending and discussing on our advertising and promotion plan for the X-board. Our group leader came out with the timeline for the social media posts, email promotional plan, showroom flow and also the website flow. Then, the tasks for each platform are divided among our group members by Janice. I was given the task on searching the visual references for social media, social media reels storyboarding and also social media copyrighting at this stage.
Visual References (Social Media) [Week 10-11]
In week 10, me and Adriena found the visual references during the pre-launch, launching and after-launch phase of a product on social media, especially on Instagram for story or posts. We put all our findings on the Miro board.
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Visual References (Social Media Posts)
Social Media Plan (1) - Reels Storyboarding [Week 11]
In week 11, I started to find references on the reels for product demo video, how to use X-board, and the assemble video. After finding the references, I started to draw the storyboard.
Product Demo Video
References
1.
https://youtu.be/n-5N0X14qFk
2.
https://pin.it/2BXNMOL0p
3.
https://youtu.be/BZqIrsKiir4?si=Q0R5cgOZT8yP68dk
Storyboard
Product Demo Video Storyboard (1)
Product Demo Video Storyboard (2)
Post on how to use the X-board to overcome some underlying collaboration issues
References
1. https://youtu.be/mlUTKP1fjtY?si=9zheYQ1YaICwy5nH
Storyboard
Office Workers (1)
Office Workers (2) & Educational Workers (1)
Educational Workers (2)
Assembling X-board
References
1. https://youtu.be/bYMTDYvrlUw?si=WkBZMpP11fSXIYXa
Storyboard
Assembling X-board Storyboard (1)
Assembling X-board Storyboard (2)
Social Media Plan (1) - Copyrighting [Week 11]
I came out with the captions and text following the timeline of the social media posts.
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Social Media Copyrighting
Social Media Plan (2) - Reels Storyboarding [Week 11-12]
But later, there is a new plan for social media launching timeline, so we have to amend and redo some of our work.
Brand Awareness:
- X-board teaser video (X-board features) (1) *
- Carousel Post on
collaborations issues & solutions (1) *
- QNA story about issues
faced during collaboration (1) *
- X-board launch post (1). Carousel
post format. Post will contain images of the X-board and description will
have all its features stated
Product Detail & Service offered:
- Post about how to book to go to the X-board showroom (1)
- Story
about self pick up option *
- Reel on how the X-board can solve
collaboration issues for office workers & Educators) (1)
- QNA
Stories asking customers if they have any questions regarding the X-board
*
- User generated content (thumbnail template)(1) *
X-board Teaser
1. Reference:
https://www.youtube.com/watch?v=0mL8k7JFEqg&ab_channel=KiladeraProductions
Since we brought in some of the posts from the old plan, I didn't need to redo all of them. I have to draw one new storyboard for X-board teaser video.
X-board Teaser Storyboard (1)
X-board Teaser Storyboard (2)
Social Media Plan (2) - Copyrighting [Week 11-12]
Similar to the storyboarding, I amend the copyrighting from what I had for the old plan and redo some of the copyrighting for a few new posts.
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Social Media Copyrighting
X-board Teaser Video [Week 12-13]
This week, we had a meeting on the second draft of all our work. After a discussion with the group, before continuing our work, there are a few things we still need to decide and confirm in class. In week 12’s class, we realised we need to come out with the keywords. Then, we should relate our art direction with the keywords. We have to refine our final moodboard too. So, we finished the design system in class together then discussed on each group member's work after the draft.
My task is to create the 3D model of X-board, render it and come up with the X-board teaser video. Besides, I also need to find stock video for the other reel and try to edit them to see if they work.
For the X-board teaser video, I started with animating the logo of X-board in After Effects. I animated the "X" first, as it represents Expedio and serves as the primary component in the logo, ensuring it leaves a lasting impression on the viewers.
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'X' - Stroke
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'X' - Alpha Matte
Then, I masked the '-board' and completed the first part of the teaser video. Next, I used Blender to create the 3D model of the X-board. Following the photos provided by Expedio, I model the X-board and add texture such as gridded surface to it.
X-board 3D Modelling - Base
X-board 3D Modelling - Board
X-board 3D Modelling - Surface
X-board 3D Modelling - Wheels
After finishing on the modelling, I added a camera and positioned it to highlight different parts of the X-board, showcasing its features. I also added base and wall and lighting. Then, I rendered it into video.
3D Model of X-board (Rendered Images)
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After that, I imported the video into After Effects to continue on the editing of the X-board teaser video. I resized the video and position it to connect with the first part. I added keyframes to the logo and video to make the swipe transition. Lastly, I added Expedio's logo in the last part of the teaser video.
Keyframes
Final Composition - After Effects
Then, I added the text into the video in Premiere Pro and added transition to it. Since the video seemed a bit too fast, I adjusted its speed to create a smoother flow.
X-Board Teaser Video
After further discussing with the group, we should make it more fun. So I added the graphical elements into the teaser video. And I also redo the text in After Effects since it will be more easier to animate the timing together with graphical elements in After Effects. I used hands connecting with the lines in the teaser video to show the idea of collaborative work using X-board. I also added shadow on the text based on my groupmate feedbacks to increase the visibility of the text.
Graphical Elements
Final X-board Teaser Video
Final X-board Teaser Video
Reel on Collaboration Issues [Week 12-13]
For the reel on collaboration issues, I started with finding the stock video that is suitable for us. Then, I rendered the images of the 3D modeling of the X-board for the reel. I rendered different version including the back and front of X-board, multiple X-board and so on.
Attempt 1 - After Effects
Then, I edited the reels in After Effects. Since I needed to create two reels tailored to different target audiences, I decided to highlight the grid surface feature for educators and emphasize the expandable size functionality, achieved by connecting multiple X-Boards, for office workers. The plan is the reel starts with video of educators / office workers writing on the board, then X-board shows up, and slowly expand with stop motion style.
Editing of Collaboration Reel - Stock Video
Editing of Collaboration Reel - 3D Model of X-board
Collaboration Issue Reel - Educators (Attempt 1)
Collaboration Issue Reel - Office Workers (Attempt 1)
Attempt 2 - Blender
After the second discussion of the week, I decided to experiment with creating the reels using Blender. As I already have the model of X-board, I searched online for the settings including school and office. Then I started to set keyframes on the X-board and added camera. I positioned the camera to zoom in and zoom out and also move along the place to show the features of X-board.
Blender - Educators
After inserting and positioning the camera, I added lighting on it and rendered both reels for office workers and educators.
Blender - Office Workers
I felt quite satisfied with the results, especially when compared to my first attempt. After getting the feedbacks, I changed the background of the reels and rendered them again.
Collaboration Issue Reel - Educators (Attempt 2)
Collaboration Issue Reel - Office Workers (Attempt 2)
Final Reel - Educators
Final Reel - Office Workers
In week 16, we had our final presentation on all of our work to our client.
Our contents:
Final Submission
Final X-board Teaser Video
Final Reels - Educators
Final Reels - Office Workers
Final Presentation Slide
Final Submission Links
FEEDBACKS
Week 2 / Project 1
Ask questions in a polite way. Refine some questions so that we don't need to do more work. For some questions, add examples or research to justify. For now, it's just fact finding (**Not providing solution). Try and avoid asking questions about how to solve the X-Board as we don't have sufficient data on what the audience wants.Week 3 / Project 1
[Corporate Office Workers]
- Will it cover different types of
office workers (work in different spaces)
- Open space or private
room (cubicles)
- Sounds general
- Decide an area or field
- Can change to educators
Questionnaires:
Feedbacks on Questionnaires
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Survey Questions Feedbacks (15.10.2024)
Week 5 / Project 1
Feedbacks on Survey Analysis
A1. Sell the features of the product not hard sell
A2.
Functionality - must function as a mobile whiteboard - must serve as a
divider
A3. Are they willing to pay for RM400-500, what can they
add to the products so that they are willing to pay the price
A4.
Create an awareness first, teach them how to use the board, why they
need this board
C1. Is the board suitable for large group of people, what is the scenario of these people using x board, how many boards they need; would they want to build a wall for themselves to divide themselves
D1. Go back to Expedio, what is the largest size they can customise
Week 7 / Project 1
No need to focus on design elements first, develop a promotional plan for X-board.
Website: Design landing page with keywords for the SEO, make an incentive for them to book a demo
Social Media: Advertisements (which post will be the ad/how many ads and how frequent)/sales deals move to the newsletter to keep it exclusive/ for the collaboration issues post separate it to the specific target audience.
Blog: Awareness
Social Media: Countdown for something climatic only, try to make it more
Demo: Plan out the physical demo based on the how might we/ follow up demo requested by people/booth
Email: Demo Follow up, remind them on what was discussed in the demo
Week 12 / Project 2
Art direction should relate to our keywords. Maybe come out with another word that we can visualise it to replace "awareness".
Based on the brand identities and brand values, we need to come out with the keywords. Then, explain why we choose the keywords. And come out with the art direction according to the keywords.
Can use stock video for the reels, no need to shoot it. Consider model the X-board so that you don't need to shoot/take pictures and edit yourself.
Week 13 / Project 2
Make sure the work are all consistent in terms of art styles and colours. The collaboration reels are okay, maybe change the background to make the X-board stands out more.
REFLECTION
This whole project has been a really hectic and tiring journey for me. At the start, everything felt overwhelming—we were unsure of our direction, and the uncertainty made it hard to find a clear path. But after a few weeks, doing research, meeting with the client, constructing survey and coming out with all the questions, we slowly have the idea on what we should do for the project. Through this project, we realised that it is important to reveal the nuances of understanding and addressing user needs. Before coming up with the solution, we should empathise with the users seeking tools that solve real problems, provide tangible value, and make their lives easier. What I learned is how crucial it is to empathise with users and their needs. It’s not just about creating a product; it’s about solving real problems and improving lives. Understanding user frustrations, preferences, and aspirations guided us toward meaningful solutions, teaching me the importance of listening and adapting. This journey reminded me that impactful work isn’t just about ticking off deliverables; it’s about the heart and humanity behind every decision. It’s been exhausting, but the growth, insights, and teamwork made it all worthwhile.
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