Minor Project - Kulit
NAME: SARAH CHEONG YINSHI I.D: 0354962
WEEK 1 - WEEK 16
28/08/2023 - 13/12/2023
MINOR PROJECT
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INSTRUCTION
PRESENTATION DECK - CLIENTS
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IMPORTANT LINKS
Final Proposal & Presentation Deck
Final Project Tracking Document
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PROPOSAL
Contextual Research
Our first group discussion was carried out to start researching on brand related, we did separated into few categories including eczema, manufacturing, production, development, sustainable, packaging, competitors, and other activities related. Everyone did as many research as possible so that we won't missed out a single information that will after relate to our project.
First Meeting with Client
After the first step of research has been done, we are meeting with client to gather more information of the brand itself, to help us move forward to the next step. Before that, we prepared some questions that needs to solve from the client's side, and some questions about the brand just in case we need it when we start the next step.
Questions to ask the client:
1. The Brand
- Are babies also considered in the target market? (aka mothers with infants)
- The brand is not limited to just 2 products? (branding should be viewed as a whole?)
- Aesthetic of the brand?
- Is it an offline/online store? Where does it ship to (location aim)?
- Keywords to describe the brand?
2. The Product
- The confirmed ingredients used in both products?
- The estimate prices for them (in order to understand further what type of consumers would be interested)
- The confirmed location/source of the ingredients
- Do you have any existing design or product specifications in mind for these pajamas and bed linens, such as hypoallergenic properties, moisture-wicking capabilities, or specific closures and fastenings?
3. Promotional Video
- How long should the video for showcasing the products be?
- Are there any specific visuals that should be captured?
- What are your audio needs? (such as sfx or speech or some spoken words)
4. Logo
- Are there any restrictions to consider when designing the new logo?
- Is there anything that must be included, like existing brand elements, words or icons?
- Are there any specific design elements or symbols that are associated with the brand?
- Are there any preferred design styles for the logo?
5. Packaging
- Any thought on the packaging design/ specification of the packaging design
- Are there specific precautions that customers should be mindful of when washing the product? So that we can include in the packaging
Creating Personas & Survey Questions
Each of us ( 5 members) are required to create a persona for the brand before we finalise the 3 chosen personas.
Family well-being is her top priority
Sophie has sensitive skin and acute eczema
Actively seeking solutions to help Sophie’s discomfort
Moderately tech-savvy; uses Instagram and Facebook
Connects with other parents online for information on products and parenting tips
Figure 1.4 - Persona 1
Highly values quality sleep for job demands
Travels to places with varying weather conditions
Different climates worsen his eczema condition
Excessive sweating exacerbates eczema in warmer climates
Figure 1.5 - Persona 2
Dedicated to making ethical choices for global benefit
Manages eczema with determination
Actively engaged in local community
Tech-savvy, blending traditional values with modern technology
After this, we were able to create a series of questions for each persona. We did it during our group discussion in class so that everyone could give their opinion and ideas, to save time and not having the same questions repeat. We started writing the questions in Google Doc before we filter it.
Idea 1: Durable Adjustable button/ fastening
Fastening like Velcro or snap buttons making it easy to customise the fit, enhance comfort and reduce irritation. Designed to withstand regular use and laundering without breaking or deteriorating
Idea 2: Customisation
Idea 3: Specialised collection
Create specialised collections for different age group, each collection can cater to the unique needs.
Idea 4: Subscription based
Create subscription service that deliver new pyjamas to customers on a regular basis, providing convenient way for their needs
Idea 5: Warranty and guarantee
Satisfaction guarantee to assure customers of the quality and durability, increase confidence in the brand.
Idea 6: Recycling program
Promote sustainability by implementing recycling program where customer can return old pyjamas for recycling or repurposing.
Tagline suggestion:
- Kulit: Where Nature Meets Comfort and Confidence
- Comfort in Natural Hues, Confidence in Every Thread
- The Natural Path to Confidence and Quality
- Unveil Confidence with Natural Comfort
- Naturally Yours – Comfort, Quality, Clarity
- Where Sensitive Skin Blossoms with Confidence
Brand Story:
In a world where the demands of life often left a trail of discomfort and uncertainty for individuals with sensitive skin and eczema, there emerged a brand dedicated to rewriting the story. "Kulit" was born out of a deep-seated desire to bring comfort, confidence, and reliability to those who had long sought it.
Our journey started with the recognition that trust in the marketplace was scarce for those with sensitive skin. "Kulit" emerged as a beacon of hope, a symbol of enduring quality, transparency, and the pursuit of long-lasting comfort.
The name "Kulit," derived from the Malay word for "skin," was chosen with intent. It signifies our profound commitment to nurturing, soothing, and supporting your skin. At "Kulit," we believe that your skin should be cherished, embraced, and cared for, not just tolerated.
"Kulit" is more than a brand; it's a community of individuals who share the pursuit of confidence and unyielding comfort. We understand that your journey is not just about finding a reliable pair of pyjamas or bed linens. It's about the freedom to embrace every day with assurance, knowing that the products you choose are designed to uplift your spirit and provide enduring comfort.
We set out on a relentless quest to source the finest fabrics, partnering with experts to weave natural textile that were soft, gentle, and resilient. Transparency is our guiding principle. We want you to know the story behind every thread, every choice we make, and every decision that goes into crafting our products. We believe that when you can trust the process, you can trust the outcome.
As you embark on your journey to comfort, confidence, and transparency, know that we are right by your side, dedicated to providing you with the highest quality, and skin-loving products. Your skin is unique, and it deserves nothing but the best.
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DESIGN DEVELOPMENT
Our group leader started with creating a Gantt chart to help us with the upcoming work flow and work distribution, so that we can keep track on upcoming design work.
After the consultation, here are the refinements needed
Logo sketches - Initial
Final Logo
Design
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FINAL SUBMISSION
Final Presentation: Kulit
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FEEDBACK
WEEK 01
Module briefing week. Start brainstorming ideas once the client sends over the research that has already been done. Watch all videos, read up on the provided documents and confirm the group members, select the group leader.
WEEK 02
No consultation. Meeting client on Zoom for project clarification. Do further research on our product globally. Begin contextual studies research on the subject matter. (The aim is to know as much as the client). Fill in the Miro board individually.
WEEK 03
Recommend presenting recent innovations if the client considers expansion. Summarise all the points into one board for clarity and conciseness. Summarise the information in Miro board based on everyone’s research and gather them together. Persona design, Empathy quantitative and/or qualitative interview questionnaire design. Targeted interview and observation identities and site(s). To consolidate the Contextual Research into 1 board as the group’s findings and conclusions. Create 3-4 personas for your targeted age group that you think are accurate to represent the different segments of that age range. (Watch the provided video for reference)
WEEK 04
Keep only three out of the five user persona. Keep in mind that adults can be the one with spending power for their kids/teenagers/grandparents. Gather and formulate the questions for the survey/interviews for the target audience. Create a google form based on those questions.
WEEK 05
Check the grammar spelling. Be more precise for some words/Add more context. The questions are too demographic and not psychographic enough. Review the questions for the surveys. Share the surveys and collect the data by this week.
WEEK 06
Create a comprehensive summary of all surveys for quick reference. Shift focus from mere actions to deeper, thoughtful concepts in our analysis. Ensure inclusion of percentages for added detail in our summaries. Our question based on long term goals is more towards a lifestyle point of view rather than treatment point of view. The consumer behaviour will be related to the advertising frequency later on such as which channel or platform we should use more to promote our products. Lastly, keep in mind that our problem statement should be short enough to memorise. Use "quality and durability," "transparency," and "comfort as our insight statements. Revise our top 5 ideas and introduce more concept-based ideas. Fill in the problem statement.
WEEK 07
Insights: what did you learn from the survey data that is identified confirmed needs for eczema patients. Insights: problems, How might we: solution. Shorten the problem statement. Pick the strongest among 3 for problem statement. Turn the insight into a "How might we" question with an orange box. Start on the art direction. Get inspiration from the client's design. Visual-heavy presentation, less text. Our own designs for art direction. Client presentation in Week 9.
WEEK 08
Rephrase the insight statement and problem statement. Adjust the questions for the "how might we" section. Begin creating the presentation slides and address any tasks related to art direction and moodboard development.
WEEK 09
Thin lines don't work for the logo. Refer to high design magazines for the typeface. Try to combine serif and sans serif. Photography and key visuals need to target the mom and older gens too. The style needs to be consistent. Include an "About" section on the website to introduce co-founders and define the brand's purpose. Investigate the most efficient shipping methods (e.g., by air or sea, fast or slow) as an add-on. Shift the app's focus towards the community aspect, potentially including product care basics. Also, verify alignment with the persona.
WEEK 10
Choose another font for the sub-heading. Experiment with shapes that match the brand's logo for the website. Fill in the customer journey map
WEEK 11
Create a magazine for Malaysia. Develop light box ads (OOH advertising). Produce motion graphics with a luxurious design. Decide between YouTube or TikTok for marketing. Implement a 2-week strategy for awareness and teaser posts (repeating on days 1, 3, 7 and 2, 4, 6). Follow up with a new set of posts in weeks 3-4. Consider using fake customer testimonials. Incorporate a quiz for sign-up, enabling email delivery of prescriptions. Use the quiz to gather sign-ups for personalized information and advice. Ensure content can be refreshed for new customers over time.
WEEK 12
Graphic: Incorporate a vignette effect in the posters for added visual appeal. Adjust the colour of the word "confidence" to enhance its impact. Ensure that collateral materials effectively convey the values outlined in the positioning statement. Clearly communicate the authenticity of our brand in all touchpoints with the market. Avoid incorporating nostalgic elements in the design.
UI/UX: Microsites are temporary solutions with a specific purpose, rather than permanent fixtures. No need to create a separate site or domain for microsites. Enhance the layout, which is currently too basic. Utilise star ratings for a more traditional and recognizable format.
Animation: Integrate GIFs consistently across the website, microsite, and social media platforms for a cohesive brand presence.
WEEK 13
Graphic: Enlarge the font size to improve readability and visual impact. Test on various devices to ensure legibility. Adjust the kerning of the font. Integrate a QR code for the lightbox feature.
Website: Avoid a template-like feel by finding a reference design that aligns with your vision. Maintain consistency throughout the website for a cohesive look. Apply the chosen reference consistently across all pages to create a unified and professional appearance. Test font sizes on both mobile and laptop screens to find an appropriate size for readability. Apply this testing to icons as well for a cohesive design.
WEEK 14
Graphic: Try to play around with the lightbox’s keywords. Add more graphical elements.
Website:The layouts aren’t consistent enough. Experiment more with the layout and colours and try to play with the negative space.
Animation: There is a video inconsistency between first and second halves. Slow down the first part and play around with the kinetic typography. Emphasize consistency in typography throughout the entire video.
WEEK 15
UI/UX: Add the horizontal rectangles into every page. Add the gradient icon into other pages as well.
Animation: Much better than the previous one.
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REFLECTION
WEEK 01
Today’s meeting was to give us a brief on our project and it was explained very clearly and easy to understand, it gave us a very clear direction for our work. After understanding the brief, I was very excited to give my best for this project and look forward to the project outcome. While listening to the presentation of the brief, I had ideas going inside my head and I hope that I will not let myself and the client down.
WEEK 02
Giving a better understanding of design thinking, learning the process of design thinking : empathise, define, ideate, prototype and test. It is a process we should acknowledge, connecting with the clients. Approach to problem-solving and consumer needs. We also get to view a video that is related to the project to help us define our thinking skills, The Embrace Infant Warmer.
WEEK 03
After presenting all of our research, the lecturer gave feedback and suggestions that are very useful for our work when we meet up with our clients. And then we started group consultation for summarising each member’s research so that our research doesn’t repeat. After tutorial session, we had a short lecture about the user persona that we will need to prepare before next lesson. It’s good that our group leader Anna splitted the task very well and quickly
WEEK 04
Before meeting our clients, we had a fast tutorial session for our user persona, with the feedback given we had narrowed our persona from 5 into the 3 main categories. The questions that were given to us regarding the persona were very useful and we had clearer directions. We showed our summary board and persona categories to our clients and received feedbacks. She would be providing us guidelines soon as all the information will be stated in the docs. (Price for pyjamas will be around 250+-)
WEEK 05
Overall the survey questionnaires were too general, we need to delve deeper into it and think from the participants perspective. We were asked to have a discussion among ourselves about the questions, get into the right direction. Our group immediately started our discussion after receiving consultation, and all of us came up with stronger questions that will benefits us to this project.
WEEK 06
This week we had our survey answers ready and came up with ideas and insight referring the survey answers. But we had to make a quick group discussion as we didn’t summarise our surveys, we took quite some time to summarise it all as we have 3 different survey forms. After that we came up with insights. After consulting, we had a clear direction on which to focus on for our insights.
WEEK 07
This week we are focusing on our insights and all the research part before we move into designing, so we had a consultation to touch up everything and confirm. We had some issues with our “How might we” that we need to link back to our insight to answer and connect them together, so we had a quick discussion with our group members and we each did a part to finish it for the next consultation in 3 days.
WEEK 08
We had a short briefing on what we should be prepared for presentation. We only had around 2 weeks to finish all the designing parts and slides. After looking at the slides and explaination from lecturer, we had a clearer understanding and we know the steps to finish up our task for presentation.
WEEK 09
Complete the first presentation with the client. It was a good start for us to carry on with the designing later on. The client gave positive feedback and useful comments that would help us in the upcoming project. The lecturer also told us what to be improved so that we can do better and refine our works. Overall feedback was positive.
WEEK 10
Following the comments and feedback received from the client and lecturer, we did our changes and showed to our lecturer to gather more detail and ideas towards the design. It was still not quite satisfied with the color palette and font. We still still to have more exploration towards that.
WEEK 11
My part was on the social media, at first it was quite hard to actually get the vibe that really suits the brand, especially to fit with our target audience. We did a few rounds of design style but it is too modernised. After a few tries I started to get the idea and what I need to achieve is the consistency of easy post that not only fits the social media but also need to think of the newsletter design and website design style.
WEEK 12
We actually took quite some time to discover the social media design, to actually pin it down a style and continue the rest of the post with the styling. It is quite challenging as we are working separately and everyone has different thoughts and ideas, most important the outcome needs to be consistent with each other.
WEEK 13
Finishing up the social media post, already knowing the vibe and style it’s getting much more easier. But it took longer than I expected, designing while refining it. Thankfully the direction are going well and moving quickly now. As we discussed some important design parts with each other so it will look consistent.
WEEK 14
For me, I think I am going the right track with the social media post, I managed to complete few of the post so that it will be easier for the other team to follow a design direction especially for the website. I also created a few more graphic elements to enhance the brand.
WEEK 15
I think what’s most challenging right now is to maintain the design and following the updates from the group as I am away for a week. Things that needs to be refined and improved, to be rushed all in a week. Listening the group mates opinion is the most important thing in a group project.
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