21/04/25 - 04/08/25 Week 1 - Week 15
Sheren Princessa Davon / 0362134
Minor Project / Bachelor of Design (Hons) in Creative Media / Taylor's University
Final Compilation & Reflection
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INSTRUCTIONS
During our first class, we were briefed on module and all the project briefs from the different clients. We are to work in a group throughout the semester and work on our specific projects. Below are my groupmates:
We decided to go with Wyndham Garden Shahzan Fraser's Hil, a hotel that needs refurbishing. We also had a meeting with Dr. Afnan from the IMPACT Lab where he outlined the project brief even more. We were also then provided with the original client documents to read through so we had a better understanding on the project.
Fig 1.2 Wyndham Brief
Fig 1.3 Main Wyndham Garden Document Brief
Contextual Research
We started the project by conducting the contextual research. Based on the main Wyndham Garden document brief (Fig 1.3), we divided the research to analyze each touchpoint mentioned in the brief. We were provided a miro board for the entirety of the semester.
Link to Miro Board: miro board
Below is my research:
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| Fig 1.4 My contextual research |
Findings esearch summarized:
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| Fig 1.4 Findings Summarized |
User Personas
Based on the Document Brief, the 3 target audiences are nature enthusiasts, culture/heritage travelers, and luxury wellness seekers. We decided to follow up with this by conducting our own research through primary and secondary data. We sent out a survey to collect primary data that can be used to craft our personas. We also scoured the Internet for research articles and research papers.
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| Fig 1.6 Persona research |
Link to survey: https://forms.gle/vrBeAiBkmFM4wzH99
Based on data from the survey and research, we crafted our 3 personas.
However in Week 10, we then were advised to refine the user personas to local personas instead as we found that our target audience was mostly locals in Malaysia.
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| Fig 1.7 User Persona 1: Nature Enthusiast |
Insights Discovery
We summarized all our findings into a few statements and keywords to better understand and categorize our findings.
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| Fig 1.10 Categories of Findings |
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| Fig 1.11 Key Themes |
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| Fig 1.12 Insight Statements |
Problem Statement, How Might We's
From the findings, we derived our problem statement and 'how might we' questions.
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| Fig 1.13 Problem Statement |
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| Fig 1.14 'How Might We' Statements |
Design Direction
We ended up calling our campaign "UnWynd" which is a play on the words 'unwind' and Wyndham, inviting everyone to come and unwind in Wyndham Garden Shahzan Hotel.
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| Fig 1.15 Logo |
PROPOSAL DECK
Then we compiled all our work into the slides for our proposal deck:
Fig 1.16 Proposal Deck - PDF
Customer Journey Map
Then we finished our Customer Journey Map to find out what are they steps the user personas will take once they interact with us. So we decided on the touchpoints for the designs, focusing on advertisements for both digital and physical spaces.
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| Fig 2.1 Customer Journey Map |
Key Visual
After we decided on our logo, color palette, and typefaces, we created our key visual which composes of all the elements and activities we are advertising for Wyndham Garden Shahzan Fraser's Hill.
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| Fig 2.2 Art Direction |
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| Fig 2.3 Key Visual |
We decided on the following touchpoints for the advertisements:
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| Fig 2.3 Touchpoints |
I did mockups for the airport ads, including terminal screen ads and the luggage cart since we decided on an airport to be one of the places.
Fig 2.4 Mockups
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| Fig 2.5 Luggage Cart mockup |
FINAL PRESENTATION DECK
We had our final presentation to Dr. Afnan on August 4th, 2025. Below are our presentation slides:
Fig 2.6 Final Presentation Deck - Week 14
FINAL SUBMISSIONS
Link to Miro Board
Link to Group Google Drive
Link to Gantt Chart
Link to Project Tracking Document
Final Proposal Slides:
Final Presentation Slides:
FEEDBACK
Week 1
- Project Tracking Document should be consistently updated. Design Thinking Process (in red) can be updated towards the end of the semester. Consultation logs should be updated consistently (in blue) with individual reflections from each group member.
- Entire progression and development should be documented in Miro Board.
Week 2
Public Holiday
Public Holiday
Week 3
- Carry out secondary data research (Contextual Research), need to touch each point and initiative mentioned in the client brief slides.
- Analyse existing hotels/facilities that are similar to Fraser's Hill and observe their statistics to create conclusions on whether the proposed is relevant for Wyndham Hotel.
- Work on the personas based on the contextual research and client brief.
- Begin to work on the survey questions.
- The user personas should be based on additional research from ResearchGate/Google Scholar./ChatGPT.
- There should be three separate questions for each persona, including separate demographics.
- Can create specific user scenarios for each persona to narrow it down further.
- The questions should be structured in a way where you will obtain the answers that you want, try answering the questions as a group first.
- Revise some question options in the survey form
- Send out the survey ASAP
Week 9
- From the Key Themes, write the insight statements as answers on why you do think each is so
- The insight statements should be coming from the key themes
- Afterwards, continue on the Problem Statement & HMWs
Week 10
- Shorten and refine the key findings and insight discoveries, then refine the problem statement
Week 11
- Fill in the Phases of Journey in Miro Board
- Don't be overly ambitious, be realistic with the time and budget
- Set a timeline for the campaign
Week 12
Feedback on Journey Map (Execution):
- Web forum is questionable.
- Brochures: where to distribute?
- Instagram feed: not possible. Needs to be ads.
- Put personas and HMW side by side: key information from hmw should contribute to the key design
- Will these visuals appeal to the 3 personas?
REFLECTION
Week 3
We were starting our contextual research on all the necessary details needed regarding the activities and information mentioned in the client’s document brief. We were to empathize with the target audiences and ensure that our product/service is essential towards both the project goals and also the audience. With this Empathy stage, we can be more aware towards our data collection and think through a more human lens, not only in this project but also future ones.
Week 4
This week, we’re creating our 3 user personas to further understand each target audience given by the brief from our client. We also utilized some data from our contextual research to guide us in crafting each persona. As we split the task amongst us, I helped in creating the heritage traveler one and was made more aware of the habits of heritage travelers. Crafting this user personas was something new to me, but it proved to be quite handy in further understanding our target audience. In the future, this is something I can consider doing when starting a design project to fully produce better outcomes.
Week 5
We were required to add more research and data behind our user personas as it felt like we were only guessing through the contextual research. So, we decided to back it up using more secondary research such as research through journal articles and research papers. It was very insightful to conduct this research as I became more aware of the matters on what we’re designing. It is essential to build these personas based on hard truth and statistics to produce more accurate end-results. Research is definitely a good habit to take up in the future, especially as a designer, it is essential to do research before designing something.
Week 6
Based on our user personas, we created specific situations for each persona. This helped us in crafting our survey questions as we delved even deeper into the user’s mindset. Through this, we are able to empathize with our users, finding their actual needs, goals, and challenges faced. These persona-specific scenarios help in ensuring our survey will ultimately contain questions that will make the research process user-focused and not surface level.
Week 7
We were asked to refine some of our survey questions so that it can be sent out ASAP. We further brainstormed which led to some more improvements towards the survey questions. We structured the questions more in a way where we could obtain the answers targeted towards each user persona/target audience the way we want to. This task has made me more mindful and knowledgeable in terms of crafting survey questions in a professional matter, asking the right questions to get the right answers.
Week 10
This week, we continued to work on our Problem Statement and ‘How Might We’ questions. We were told to be more specific and be more sure that we’re crafting a problem statement that is true to our target audience. Moving forward, this has definitely made me more careful in creating a final conclusion towards research as it is essential to do a deep reflection of the summary of all the findings.
Week 11
This week, we are to start off with our Customer Journey Map. We based it on the user personas once again, and had group discussions on what our touchpoints would be for the campaign. We wanted to ensure that our ideas and touchpoints were aligned with our target audience. This reminded us to empathize with our target audiences, making sure that our planned touchpoints will be attracting these user personas that we’ve crafted.
Week 12
As my group members worked on the art direction and key visuals, the others discussed ideas and mockups for our touchpoints. We divided the designs and I was tasked with designing the airport ads. I started brainstorming my own designs, ensuring that it aligned with the key visuals and art direction to make our overall campaign cohesive.
Week 13
During this week, I was finalizing my design for the airport ads. Exploring this specific design style was a task we all experienced together, as we all had to create our own designs for the advertisements yet still ensuring that the overall design matched our campaign branding and art direction. This definitely gave me practice in my design skills as well as ability to transfer ideas and messages into visuals more communicatively, following a set of rules. This will prove useful in my future design work.
Week 14
The final week was when we finalized our designs, mockups, and finally the presentation deck. We made sure to include all the relevant work we had done throughout the semester, and it was gratifying to see it all come to one place. Seeing our advertising campaign come to life was a satisfying experience, seeing all the designs align to the original set art direction. Team collaboration, communication, and combined effort is extremely essential in creating projects like this, and imbalance in the group could cause some problems. But towards the end, we pushed through and joined our final forces together and presented our final work as a group.
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