Collaborative Design Practice / Task 1: Create an Empathy Map and Define the Problem Statement
Week 1 - Week 4
Riko Matsuyama 0351470
Collaborative Design Practice / Task 1: Create an empathy map and define the problem statement
Bachelor of Design in Creative Media
Instructions
Task 1: Create an Empathy Map and Define the Problem Statement
Week 1
In week 1, there was a tutorial on the module and a brief introduction to
the assignment. After introducing themselves, the students were divided into
groups. Our group has 7 design students. 2 UI/UX students, 2 graphic
students, 2 entertainment design students, and a digital animation design
student.
Project Brief (Oatlicious)
Creating the Project Plan
- What will we work to produce?
- What constraints will we need to manage?
- What measures and indicators will help us know our ideas are
successful?
Challenge Analysis
Capture the assumption and questions.
- What do we know?
- What do we believe we already know about this challenge?
- What we would like to learn more about?
The Target Audience
Who will we be designing for?
Consider the core audience and extended audience.
Week 2
We did the first meeting and created a miro board. And start to make an
empathy map and problem statement. After that, we collected the information
on the slide.
Problem Statement:
People from Gen Z need a healthier, low-sugar alternative to ice cream
(tentative) because current market options have too many additives and high
sugar content. (tentative)
to achieve natural alternatives with minimal additives and low sugar
content, ensuring a healthier and more enjoyable journey toward their
fitness goals.
I only focused on color palettes and Ms. Lilian said I needed to more
focus on graphic design elements, packaging, logo, etc.
They mentioned that the font provided in the mood board PDF is a reference for y’all in designing the font for our brand name. We hope the design school can create some similar designs as provided for our brand name.
Task 1: Presentation
Task 1: Project document
Week 3
Monday: We had a meeting and finished making two slides
Tuesday: We did a task 1 presentation
Week 3 Feedback
- Look at competitors more critically, need to be summarized, get a
point
- The survey is Gen Z, consider Gen Z
- good angle, beneficial
- empathy map, more organized
- Logo - it's only the visual identity of branding
- logo involves whole brand identity, typography, color
- logo much more distinctive
- confirm poster
- make clear
- achieve what they need to
packaging
- interesting shape, normal shape, surprise things
- external packaging
- Clients mentioned the one is a more simplified design for the box,
cup
not very much graphic things, but clear design (art direction),
attractive
- Keywords will help your design
We had a meeting and collected references for the art style, color
palette, and font. After that, we decided on final references by
voting.
Division of roles:
We assigned roles based on our specialization. And asked business school students some questions.
Basically here's what we got from TDS:
- ice cream pint only one size, 100ml
- cooler bag with a sticker on top (I guess that means we will be
designing stickers also)
- the price of ice cream will be RM15 per 100ml
- the product will be sold online or at road shows, and there's no
pop-up store
- they will have a loyalty program / 10% off the first purchase, buy
1 free 1 for birthday month, and free tasting for people on roadshow
(but I don't think it's our part of the work)
- ingredients & nutrition info still don't have yet
- the flavors of the ice cream back to not been confirmed yet, they
will need to hear from hospitality students first (but they said would
let us know by the week latest)
Packaging
Short meeting with jiayee
- Sticker between cup and cover
- Transparent (but cup size is small so not sure)
- Inside the box, after eating all ice cream, we can see the mascot
- budget (not too many elements)
- continuous illustration, collect 4 flavors
- layout of the design
- The logo is just font, but think about new idea
Collect what elements should I need to put on >>
- logo
- flavor name
- mascot illustration
- ingredients & nutrition info
- Ice cream capacity (100ml)
- ...
The catchphrase, like need to emphasize that "this is not normal ice
cream"
- ice cream which is purely crafted from oat milk
- offering lower calories, copious nutrition, and guilt-free
compared to traditional ice cream.
- emphasize
We have 4 flavors, and each cup has its own flavor color. the whole of
packaging or just one place changing color?
Logo
This is the font list from the mood board. I asked business school
students should we need to choose a brand logo from this list or it's
just references.
They mentioned that the font provided in the mood board PDF is a reference for y’all in designing the font for our brand name. We hope the design school can create some similar designs as provided for our brand name.
Feedback
Week 2
I only focused on color palettes and Ms. Lilian said I needed to
more focus on graphic design elements, packaging, logo,
etc.
Week 3
- Look at competitors more critically, need to be summarized, get
a point
- The survey is Gen Z, consider Gen Z
- good angle, beneficial
- empathy map, more organized
- Logo - it's only the visual identity of branding
- logo involves whole brand identity, typography,
color
- logo much more distinctive
- confirm poster
- make clear
- achieve what they need to
Packaging
- interesting shape, normal shape, surprise things
- external packaging
- Clients mentioned the one is a more simplified design for the
box, cup
not very much graphic things, but clear design (art direction),
attractive
- Keywords will help your design
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