COLLABORATIVE DESIGN PRACTICE / TASK 1
28.08.2023 - 23.09.2023 (Week 1 - Week 3)
Muhammad Azka Farezi Septenal / 0351345 / Bachelor of Design (hons) in
Creative Media
Collaborative Design Practice
Task 1 : Empathy Map
INSTRUCTIONS :
KITA KETO :
DEFINING THE CHALLENGE :
- What will we work to produce ?
Branding, packaging, and promotional materials (offline and online) are essential elements for creating a powerful and memorable visual brand identity for a business or product. Each element plays a distinct function in conveying a brand's personality, values, and message to its audience.
- Branding : The branding for Kita Keto aims to encapsulate the Malaysian popular culinary tradition and culture while emphasising the benefit of partaking in a healthy keto diet approach.
- Packaging : Taking additional steps for packaging, we intend to introduce microwaveable and biodegradable packaging that provides convenience, efficient heating, and does not compromise safety or sustainability.
- Promotional Materials : Promotional materials, including offline (flyer and poster) and online promotion (instagram,video advertisement), contribute to a well-rounded marketing strategy and maximize the engagement by incorporating the two elements.
- What constraints will we need to manage ?
- Obtaining Materials for the packaging : It will be difficult to acquire the above-mentioned materials for the packaging, given that we are going to utilize microwaveable and eco-friendly materials.
- Accurate design thinking and problem solving : To achieve a precise solution or an efficient way of problem-solving in this case through our application of design thinking.
- What measures and indicators will help us know our ideas are successful ?
- Consultation and Discussion with the clients.
- Customers or Target audience feedback
PROJECT BRIEF :
While roti canai is a well-known and favored dish in Malaysia, the innovation of introducing keto diet pr a healthier version of it, by incorporating leftover pumpkin seeds/skins, is something that is very new to the target audience. Therefore, to attract new consumers, the best design strategy is very vital for the success of the product.
Hence, our group's design team will be working together to research and produce an aesthetic and customer friendly brand identity for the product by solving design problems including the brand's visual identity, marketing projects and so on.
PROBLEM STATEMENT :
A noticeable increase in the percentage of food waste, an alarming incline of health issues in Malaysia as well as rising health problems lie in the poor dietary patterns in malaysia encourage this project to be conducted. A healthy pumpkin based roti canai was developed to reduce the health issues that occured in Malaysia. (Presentation)
CHALLENGE ANALYSIS :
- What do we know?
The product: Frozen Keto Roti Canai
Roti Canai is a well-liked and popular dish in South East Asian nations, particularly Malaysia. However, it is essential to acknowledge that traditional Roti Canai, despite being delectable, can be categorised as an unhealthy food option due to several nutritional factors.
Roti Canai is a well-liked and popular dish in South East Asian nations, particularly Malaysia. However, it is essential to acknowledge that traditional Roti Canai, despite being delectable, can be categorised as an unhealthy food option due to several nutritional factors.
As a result, The Frozen Roti Canai Meal Set was created, which consists of a delectable combination of roti canai made from pumpkin peel flour and a flavorful curry/dal made from nutritious pumpkin flesh. This innovation results in reduced carbohydrate, low-fat, and low-calorie content, making it an excellent choice for the consumers while retaining the traditional roti canai's cherished flavour and texture.
- What do we believe we already know about this challenge ?
- What is needed to help with the branding overall?
- What is the information about the product?
- Who is the target audience?
- What do we believe we already know about this challenge ?
- Keto diet and the community?
- Eco-friendly packaging materials and relevant design aesthetics?
- Microwaveable packaging?
TARGET AUDIENCE :
- Want Convenience Customers :
Customers who prioritize convenience seek products or services that minimize effort, time, and friction in their daily routines
- Who has dietary restriction:
These consumers are highly mindful of the impact on their lifestyle and dietary choices have on their overall health and/or body figure.
- Limited cooking skill customers:
Customers who can't cook often opt for microwavable food products due to their simplicity and ease of preparation.
- Roti canai and/or pumpkin lover:
Customers will seek out for dishes and food that align with their taste preferences, culinary interest, and cravings.
PROGRESSION :
WEEK 1 :
On the first week of the semester, we were introduced about our module as well as projects that we will work for the next 14 weeks. We were divided into 4 different groups with different clients (the business school student) and different projects for each groups. We then entered the breakout room on the zoom and I chose to enter breakout room 4 (group 22 kitaketo).
It was very awkward for the first time because this is our first time meeting with the clients but we managed to break the ice afterwards. The group 22 business school decided to share a little bit of introduction about kitaketo, which more familiar with keto canai, and what they're needed for this product. Then we decided to conduct online meeting on the same week to have a better understanding of what their needs and to let them present their proposal as well.
Afterwards, we decided to conduct additional meeting with the business school 2 days after the first introduction and the meeting with them. On this meeting, we managed to secure some of the information about their needs and information about the project information to fill up our project document.
Figure 1.0 First Meeting (with TBS)
WEEK 2 :
After concluding the project document this week, we decided to utilise our second week CDP class to receive some feedback from our instructor (Ms. Lilian). Nevertheless, some of the documents that we filled out earlier were incomplete or insufficient to be included in the project documentation. Our project documents required additional research to complete and revise, so an emergency meeting was held to get everything in order before the presentation next week.
Only four members worked on the first task of this module, the rest were very passive and didn't even participate on the weekly group meeting, which ultimately slowed down our group's progress, and here are some of the people who attended the meeting with us:
Figure 1.1 People who attend the meeting (-June was sick)
Before the final presentation, we decided to hold another meeting on campus in order to complete our work more quickly and efficiently. On the final slides of our presentation, we included all of the survey data that we had compiled. We devoted so much time compiling everything and ensuring that everything was done correctly.
Figure 1.2 People who attend the meeting (-June was sick)
Figure 1.3 Persona and Empathy Map
WEEK 3 :
We finally presented our group project presentation this week. As group supervisor, I am responsible for ensuring that all required documents are submitted correctly and informing group members to complete all assigned tasks. We completed everything on time and correctly, and we are the final group to present Task 1.
NEXT COURSE OF AN ACTION:
WEEK 1 :
Because we were still uncertain about our product, we decided to schedule a meeting with our clients in order to investigate their requirements and determine what we must do. Next week, we will complete all project documents in order to move forward with Task 1.
WEEK 2 :
After receiving several comments from Ms. Lilian, we decided to revise the project's documentation and begin focusing on defining the target audience in order to develop the persona and empathy map. The collected data will then be transferred to the presentation slides for the third week presentation.
WEEK 3 :
Before the final presentation, we decided to add additional resources by sharing our survey in order to obtain more information about the topic that we need. We then began compiling everything into presentation slides and continued with the task 1 final presentation on Tuesday.
SUBMISSIONS :
PROJECT DOCUMENTS :
RESEARCH :
SURVEY (QUESTIONS) :
SURVEY (ANALYSIS) :
PRESENTATION SLIDES (EMPATHY MAP) :
Figure 2.0 Presentation Slides (Empathy Map)
PRESENTATION SLIDES (PROJECT DOCUMENTS) :
Figure 2.1 Presentation Slides (Project Doc)
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