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Minor Project


PRJ 62204 | Minor Project
Week 1 - Week 15 ( 17 August 2020 - 4 December 2020 )
Lee Rong Sheng | 0341661


Instructions



Lectures
Week 1 - 28.08.2020
Module Briefing


For the first week of class, Mr. Mike briefed us on what we will be expected for this module. In this module, we will be collaborating with IT and business students t0 work on a project. We were presented 5 differents project that we could work on, then Mr. Mike gave us a short brief on each project and the difficulties that we might be faced, we have to find out the issues and come out with a solution with the assigned team from IT and Bussiness school. I've chosen Team 1- Geolocation Advertising with Angeline Lee, Jason, Rahaf, Wan Min, Syaqiel and myself.

Week 2 - 03.09.2020
Design Thinking

Today, Mr. Mike showed us how to use Miro for group discussion and brainstorming, he also showed us the features of Miro and what it can do. He also explained to us what is design and design thinking.


Goup Tracking Document docs:


Proposal slide:

Final slides:
Process: GeoLocation Advertising 

Week 1 - 28.08.2020
Project Brief & Background

Here is the slide of the projects:


Team members : Lead -Angeline, Wan Min, Syaqiel, Rahaf, Jason, Rong Sheng




Week 2 - 03.09.2020
Researching on our topic

This week, our team didn't do much research since we know nothing about our project and we didnt receive any project brief. 

Here is a flowchart that is done by our groupmate:





Week 3 - 10.09.2020
#1 Consultation with Mr. Mike
  • one person research tracking + geolocation
  • principles/practices of design
  • brands search for you; form for ads requirement
  • more thorough research
  • something that is interactive (ads)
  • need to also limit (product can only do this, not that)
  • Do advertising media companies use interactive billboard screens?
  • maybe in malls (want to have food?)
  • whenever there is screens, possible
  • implement tracking devices in screens.
  • more for public screens, not private screens
  • max five words
  • more of how screens are located in certain areas and why they are located, and whether they are intelligent to decide what ads to play.
  • traffic based tracking, where judging the speed of traffic determines the density of ads played.
  • how is it going to be done? discuss with the whole team.
  • public toilet mirror ads?
  • proceed without geolocation, maybe screens that are more personalized
  • don't have normal conventional ads

The initial idea of our project:





Week 4 - 10.09.2020
#2 Consultation

We looked upon the competitor, Rodeo and we did some background research on the company. Rodeo is an on-demand advertisement technology company that works with transportation such as cars, motorcycles and lorries, which carries the Advertiser's brand. There was an article Rodeo, it wrote that Rodeo is planning to collaborate with Uber to expand advertisement opportunity. So, I would assume why the team decided to have Grab car as a sponsor as they offer in-car branding.



We made a survey to collect data on user experience, we used Google Forms.

Here is the list of questions that we designed :

We manage to have 116 responses from the survey. From the survey, we found that most people use Grab as e-hailing service and use e-hailing services in the afternoon. They would also seat in the back of the car because they feel safe or comfortable and would use e-hailing services to go to the mall most often. They like promotion on advertisement because they would save cost and would be attracted to food advertisement. Unfortunately, they won't scan a QR code because they are not interested.



Week 5 - 24.09.2020
#3 Consultation

After the consultation with Mr Mike, he advised us to research on OOH inside and outside of Malaysia. We did some researched on the two companies and we found that Rodeo didn't have any information on how they advertise their products and we found Octopus much more engaging as it has games to win prizes.
<Fig: Rodeo Digital>


<Fig: Play Octopus>


Researching more on the screen and features:




Here is the result that we got from our first attempt of survey:


Here is the proposal from IT group:



Alignment meeting with all schools and Dr.Edwin 

Feedback from Mr Edwin: 
Design it in a way that attracts the passive users. Can be it always ends with a qr or bar code. Come up with a way that attracts passive user.

A way to get users to interact with the screen, that there is a better chance for users to go to the place that is advertised. How would a passive screen attract a user to the point it convinces the user to carry out what the ad is marketing. How long should a video play? How many words should it carry? Resolution size, size of screen? Once in the vehicle, how does it play? How to make sure it plays when there is a customer? How the passive user retains the ad info to visit the business advertised? How can it be different? What is the basis? 

Notes from alignment meeting 2: 
Essentially sharing one screen among many different clients, for cheaper. Rather than spend millions on billboard advertising. With screen, easier to change advertisements. 15 seconds for the screen time. Certain advertisements are a priority in certain places. In the user experience standpoint -- the most important user is the passive user. Most likely not interactive screen. size screen we need to have (certain headrests in grabs) work with business: data like percentage of part time and full time grab drivers, types of cars, screen size. Other user and other user interfaces come last. If we can design and tell the technical people how to do it. Collect data about consumers and grab drivers. Maybe for every end at the advertisement can have qr code for branding How the system should look like to be desirable for the end users. Assume the screen is at the back of headrests if people sit behind. Is it one screen or two screens? Need to work with business students for data to show the business side. Meaning taxi, average how many rides per day, to see how many people see ads in taxi per day. Also who is the typical user. Interview and survey these people, what they are looking for? Other users like local restaurants, if the price is right they may want to invest in screen advertising. Do survey and collect info, Do second when you realize there is missing data. Interview typical companies. Work with business students. Focus on collecting data from passive users.




Week 6 - 01.10.2020
#4 Consultation

Before we started on our UI/UX design, we were tasked to come out with personas and user journey map. We were provided with a few tutorials videos and most of the graphic student have learnt it during their previous semester.


Rahaf and I also did more research on PlayOctupus company :



Mr Mike provided  a video about creating Personas and Customer Journey Map.
Link:
1. How to Create a User Persona
2. Customer Journey Mapping 101

We created a few personas that can apply to our project:


The IT team wanted a wireframe design for the driver's login page. Jason made 3 samples for them and preferred the first design. 

<Fig: Wireframe (Driver's login page)>


Week 7 - 08.10.2020
#5 Consultation

We did some sketches for our brand identity and we called it as Redux. 
Redux - Fortuna Redux, one aspect of the goddess Fortuna in Roman mythology was similar to Adiona, being another goddess for the Romans to call on for a safe return journey.

<Fig:Logo Sketches>

The colours are bright because we want it to look fun. We chose a design made by Jason. It's an abstract "R" and it has the location logo, so the design seem fit for the logo.

<Fig: Chosen Design and Colour schemes>

After the feedback from Mr Mike, Jason made more changes to the logo, the same triangle is replaced with a tagline, the purpose of the tagline is to represent advertisement because our goal was to let users to be attracted to the ads. Mr Mike also asked us to complete a flowchart for the application.

<Fig: New Design on logo>


After that, we made a flowchart of how the application game works. When the users enter the game room, which have 2 games to choose from and after the game ends, the ads play and the cycle continues.

<Fig: Flowchart of the app>


<Fig: Game reference>
Here are the questions that we designed for the second attempt of the questionnaire:

Survey 2.0
1. What is your age?
- 15-23 : Student
- 24-34 : Young Working Adults
- 35- Above : Middle-Aged

2. Gender
- Male
- Female
- Others

3. Do you take Grab rides?
- Yes
- No

4. How often do you use Grab rides?
- Once a month
- Once every two weeks
- Once a week
- Twice a week
- Daily

5. Do you use Grab rides alone?

If no, who do you usually ride with?

6. What time do you usually take Grab rides?
- Morning
- Afternoon
- Evening
- Night

7. Which mall do you usually go to?
- Pavilion
- Mid Valley
- Sunway
- IOI city Mall
- One Utama
- My Town
- Others

8. What do you usually do at the mall?
- Dining
- Fashion
- Entertainment
- Beauty
- Grocery
- Others

9.  What type of promotions will attract you to the mall?
- Coupons and promotional codes
- Product sampling
- Discounts
- Sales
- Others

10. If you see a promotion or discount, would you be inclined to purchase what is offered?
- Yes
- No

11. Would you play an on-screen game to win promotional vouchers/discounts?
- Yes
- No

12. Would you scan a QR code to get info and discounts from the on-screen ad?
- Yes
- No

Rahaf and I did research on how Octopus gives out prizes after winning the game. If the user achieved the highest score on any game they would have a chance to win the prize, but to do so they would need to input their phone number to be informed.

<Fig: Octopus Research>



Week 8 - 15.10.2020
#6 Consultation

Angelina and WanMin collected and analyzed the data that they got from the survey. They had 76 responses and most of them were at the age group of 15 - 23.

Overall from the survey, almost all the responses would be inclined to purchase what is offered when seeing a promotion or discount, would play an on-screen game to win promotional vouchers/discounts and would scan a QR code for more information and discounts from the on-screen ad. 

Survey Analysis:
Age 15 - 23

- Ride Grab (once a month [30/55], once every 2 weeks [16/55]) [7/55 not taking Grab]
- Majority rides alone, few with friends [13/55]
- Mostly in afternoons and evenings, some mornings
- Majority go to Sunway Pyramid [34/55], some to Mid Valley and IOI City Mall
- Most go for dining [20/55] and entertainment [11/55], some fashion and grocery
- Mostly would be attracted to sales and discounts, with several for coupons and a few for product sampling
- Would be inclined to purchase what is offered when seeing a promotion or discount
- Would play an on-screen game to wing promotional vouchers/discounts
- Would scan a QR code for info on discounts from the on-screen ad


 Age 24 - 34

- Ride Grab (once a month, once a week) [2/9 not taking Grab]
- Majority rides alone, some with friend
- Mostly in the afternoon, some at night and evening
- Most of them go to (Mid Valley, Sunway Pyramid)
- Most of them go for dining, some for entertainment
- Mostly attracted to discounts and sales
- Would be inclined to purchase what is offered when seeing a promotion or discount,
- Would play an on-screen game to win promotional vouchers/discounts,
- Would scan a QR code for info and discounts from the on-screen ad


Age 35 and above

- Ride Grab (once a month, once a week) [1/11 not taking Grab]
- Majority rides alone,
- Mostly in the afternoon,
- Majority go to Sunway Pyramid,
- For (grocery, dining, fashion),
-Mostly attracted to sales,
- Would be inclined to purchase what is offered when seeing a promotion or discount,
- Would play an on-screen game to win promotional vouchers/discounts,
- Would scan a QR code for info and discounts from the on-screen ad



Syaqiel made the final adjustment to the journey map. Each user has different opinion about the game and prizes.

<Fig: Customer Journey Map>





Week 9 - 22.10.2020
#7 Consultation

Here is the wireframe that Wan Min, Rahaf and Desmond did while Syaqiel and Jason were doing the art direction for the UI and Angelina was keeping track on the tracking document and is flexible, she would help either side. 

<Fig: Wireframe app>


The time it will take for the game to play and estimated how many ads would be played.

<Fig: Time Duration and Flowchart>





Week 10 - 29.10.2020
No class: Progression 

We continued to work on the moodboard of the UI design and have the Jason's refined logo and the typeface for the heading Berlin Rounded and Pragnea as the body text. After comparing the geometrical shapes and organic shapes, we find the organic shape more appealing.

<Fig: Moodboard>

<Fig: Chosen Logo>


<Fig: Key art ideas>




Week 11 - 05.11.2020
#8 Consultation

After the consultation with Mr Mike, he had advised us to have a strong rationale to support the visual communication decision for the logo. With that, we decided to do more sketches of the logo to help Jason. 

Fig. 11.1: More Logo Sketches

In the end, we chose Jason's new refine logo. It looks unique and the "R" is in the shape of a silhouette person to show that the person is looking at the screen and is engaged to the games we provided.

<Fig: Logo Testing>



Week 12 - 12.11.2020
#9 Consultation

Rahaf and Wan Min recreated the wireframe we had on the Miro on Adobe XD and link a few things. I tried to recreate the game spot the difference by linking the wireframe one by one. Since there were many possibilities, I tried to make it work. After that, Angelina and I had some friends to test out, we guided them on some features since most of the features are not link. I had my friend tested on the game while Angelina had her friends to test out and collect information on what we might lack.

<Fig: Prototype>

Feedback From Wan Min & Angie's Friend :
After the testing, my friend told me which part of the game wasn't working and fixed it on the spot. Angelina collected some good feedback from her friends, it was about the leaderboard, they were not clear of the purpose of it and didn't know which part to press on the game spot the difference because I only link 1 part of the side.

User testing Link:


Mr Mike suggested to have side one name "spot the difference" and the other "original", however, as both side could be the original and we can leave it as it is because it was a prototype for testing. He also told us to have an explanation or instruction of how the game works and how they could win prizes. In addition, to check the size of the buttons and also the gap/spacing of the button.

<Fig: Home screen layout (Adobe Illutrator)>

<Fig: Home screen layout (Adobe XD)>



I did the website flowchart and wireframe. Mr Mike told us to speed up the progression of the wireframe:

<Fig: Website Flowchart>


<Fig: Website Wireframe>





Week 13 - 19.11.2020
#10 Consultation

We showed Mr Mike our chosen design and said that being abstract does not help in logo design and suggested that we have it more straightforward.

<Fig: Chosen Design>


Mr Mike also thinks this design is much more suitable to be the logo and advised to replace the arrow to a play button.
<Fig: Rahaf's Design (Mr Mike's suggestion)>

We have a logo rationale on why we chose the design and it's because it's the rounded edges and elements are to create a sense of approachability compare to the sharp edge of the "R" which looks too aggressive.

<Fig: Comparing Logo>

For the mock-up, we need to make some changes. Mr  Mike suggested that the Homescreen ,‘Weather’ and ‘local news’ need to be as rounded as ‘game centre’ icon (radius curve); spacing between buttons needs to be accurate, also shouldn’t put at the edge of the screen border and need to be centralized the icons and be consistent. 

<Fig: Application Mock-up>

Mock-up link:


Feedback from Mr.Mike:

Weather - ‘Kuala Lumpur Federal Territory’ text should be white color and box color should be darker so that it stands out.

Location - Text box same as weather, needs to centralize text box and car icon. When doing layouts we need to set the elements as low priority. Don’t have the elements too close to icons and symbols.

Driver Info - Same feedback as Location, consider driver’s name, some may be very long so leave space for that.

News - Make the box on the left side rounded

Game setup - main buttons need to fit tablet, also box for text input should be rounded also

Game Centre - Stroke thickness must be same, centralize icons, font can be a fun kind of typeface

Game 1 Spot - Using colors, linked to the features of the ui design i.e. 1,2,3,4,5 or 20 timer are indicators, different from normal icons. Would have stronger colors compared to icons that are interactive.

Game 2 Trivia - Move away background elements rather than water down opacity on the background.

Leaderboard - frame needs to have a particular design where it indicates that it just holds text, same as buttons. People need to recognize what is a button and what is not

Phone number - remove the grey box

Ad - make sure ads are presented very well, have it fullscreen, make sure the icons aren’t near the ad

QR - Layout weird



Week 14 - 26.11.2020
#11 Consultation

Mr.Mike suggested us on looking a fun font to the game section. There were 3 fun fonts that Syaqiel found, majority of us chose XPLOR as the Fun Font, it seems much more engaging to look at.

<Fig: Fun Fonts>


We restarted the application mock-up on Figma because Adobe XD was inefficient to use and reduce the size of the screen to 1280 x 800 px from 1920 x 1080 px. Figma was much more easier and faster, we could see each other's cursor, just like Miro.


 Mr Mike said that there were no problem, just some minor changes and have more advertisements to show how brands can advertise with us and also be clear on the destination-based ads.

<Fig: Application Assets>


<Fig: Application Mock-up Overview>

The website mock-up was also in Figma by me:

<Fig: Website Mock-up Overview.>

The Ads Mock-up was done by Jason:

<Fig: Advertisement Mock-up>



Self- Reflection

Week 1: 
It was quite exciting to see what is going to happen because most of us decided to stay home for the class during the pandemic, it is my first ever project with other schools which I think it would be fun to work with. 

Week 2: 
After hearing Mr. Mike explained what is design and design thinking got my eye opened. Never really knew any of it until Mr. Mike presented us on this topic. I also learned that before starting on any projects, first, we need to empathise with the target audience and find out the problem, then come up with a solution.

Week 3: 
After the consultation with the lecturer, I was actually quite confused about our project objective. Our team members discussed and still weren't sure which was the correct path that we should focus on. For now, the only thing that we can do is do more research so that we can get a better understanding of out-of-home advertising. Our team also held a meeting with It team and business team as we were trying to fill the gap as much as we can before the next consultation, then we realised that our design was a bit off the topic and we were quite stuck at the moment.  However, I was quite excited about our final outcome because this is the first project that I ever did with our school. I hope that we can all learn from each other and improve ourselves at the same time.

Week 4:
I felt lost and uncertain of our project because what our lecturer expected from us seemed different with our project supervisor but one thing i learnt during the process was how to work as a team and how much of work that we should be prepared before meeting to pitch our ideas. For this week, we still don't have much to do but just kept on doing research for our first upcoming meeting with the project supervisor. After the first meeting with all school, soon we realised that design school was having too little work to do for the project and we waited for upcoming consultation with Mr. Mike to discuss it.

Week 5:
After a few discussions with other teams, we found out that we have one competitor in Geo-location based advertising which is called Rodeo. Then, we told the lecturer about this, he said we don't have to worry about these because the market is big even though our project has similar outcome with them and what we can do now comes up with a better product than rodeo. For this week, I learnt that studying on competitor’s brand is also one of the ways to come out with a better idea/solution and also don't be afraid of getting the same product, we just have to think outside the box sometimes. It opened up my brain and I hope I can make use of these experiences as a lesson.

Week 6:
We were tasked to come out with a journey map which i never learnt before I think it was hard to do at first. After I did some research and watched some provided video by lecture, it was basically just an imaginary scenario based on customer behavior. I never knew this kind of stuff before until I started on this project. Thanks to our teammates, they learnt before from their specialization so they could do the journey map but I’m glad that I found out the journey map stuff. I hope I can take this  further and apply to my further project.

Week 7:
For this week, we were tasked to design our questionnaire question and complete it asap. Designing the question was one of the hardest parts which require a lot of research even though we all learnt before from our previous module, we can't just simply design the questions, it has to be something that related to our objectives. After a few discussions, we sent out the questionnaire and the answer that we received was something that we expected which also proves that we are on the right path. The questionnaire gathered up the customer's personality and behaviour which I think it's really important to kick start our project and to know what the current world is, and also how our product is gonna impact a person’s daily life. This gives me a new insight on how the industry works.

Week 8:
After our discussion with our lecturer, we decided to change direction because the IT team insisted on their initial plan which we thought the workload was very less and could be done by a person. Our lecture suggested a few ideas and we also can learn from overseas companies like PlayOctopus. After that, we did more research on the company and found out that the company is big and their product is well designed. I'm quite surprised that geo-location-based advertising actually works, we looked through their interface which I think is really good and simple to use, so we all set PlayOctopus as our role model to learn. The number of details of UI/UX design that their team put on is something that we all should learn because that is the number of details/ works that we might require in the industry.

Week 9:
This week is more like our product is slowly getting into the shape because we finally started on our wireframe, UI/UX design. I was tasked to do the wireframe with Wan Min & Rahaf, all of us have our task to be done, I really the work was so much lesser because the workload has been separated with other teammates. At this point, I realised how important task distribution and time management are. While we were focusing on the wireframes, graphic students were focusing on refining the logo and our Ui background. We had a few discussions on logo design and I think it was really valuable to me because all of us have the room to speak up even though we might not have the same opinions.

Week 10:
This week, we discussed our product’s art direction and also testing our wireframe. Graphic students were still focusing on logo refinement and art direction for UI since they have more experiences on it, the rest of us were assisting them and also refining the wireframe at the same time. I wish i could help more on the graphic part but graphic students were the one who specialise on it so we were basically just giving our own suggestion, sometimes our voices might not be heard, but all of us know that that we wanted the best for the product, having disagreement during the process are something that might happen in the future. I wish I could handle it much better in my future.

Week 11:
All of us reworked on the logo because the feedback that we got from Mr.mike that our logo doesn't have solid representation that could bring out our brand. In the end, we decided to work on Jason's logo which has a softer and rounder shape in it as our prototype used quite a lot of radius in the design. For my website part, I showed my flowchart and wireframe of the website to Mr. Mike, he said it was fine but had to hurry on the design since it was week 11. Besides, I realised that it's hard to give comments to others without hard feelings because most of the time I felt that most of us were not contributing enough to the group project including myself, I tried to speed things out by separating our task and decided to work on the website by myself. Moreover, our mockup team was also busy coming out with the prototype and the graphic team was helping them with the graphic stuff. From what I learnt so far this week was don't be worried too much about the outcome but enjoy the process and work as a team. I hope in the future I can be a better team player and do not repeat those mistakes that I made.

Week 12:
After the meeting with Mr. Mike, he suggested us to think outside of the box and rework on our finalized logo because the rationale behind the logo wasn't strong enough to convince the client, Mr. Mike suggested working on the rahaf’s design which has a stronger character that can symbolize our geo-location tag and R at the same time. Most of our members insisted on the old design but for me, I don’t mind any of it and i think we should listen to what our client needs instead of what we prefer. I’ve worked in the industry before, I experienced that as a designer,  we are just assisting them to get what they like, it was good to have our own idea, we can pitch them your idea whether they buy it or not, let them decide on it because they always know what is the best for their brand. I wish I could be more straightforward to give my honest opinion to other members, I tried and nobody bothered to listen so I continued on my own task working on the website myself. I felt that it was much easier to work compared with a group, since I'm the one handling and deciding the website.

Week 13:
During our last consulting, Mr. Mike gave us some feedback about our target audiences and what should be reinforced on the website because Mr. Mike thought that the old concept was still part of the plans which we had taken out a long time ago and also approved by him through the mail. Then he asked us to be more mindful of what the brand wants to bring out and focus. I did some amendment based on his suggestion and I think the direction of website  is much clearer now, overall, I think Mr. Mike might forget something that he said but the suggestions that he gave were really impactful and useful because the experiences that he shared were something that we can learn and improve yourself. I think this whole new experience is gonna be beneficial for all of us and take us further in the future because we learnt how to work as a team, the value of open discussion and it finally came to an end.

Week 14:
During our last consulting, Mr. Mike gave us some feedback about our target audiences and what should be reinforced on the website because Mr. Mike thought that the old concept was still part of the plans which we had taken out a long time ago and also approved by him through the mail. Then he asked us to be more mindful of what the brand wants to bring out and focus. I did some amendment based on his suggestion and I think the direction of website  is much clearer now, overall, I think Mr. Mike might forget something that he said but the suggestions that he gave were really impactful and useful because the experiences that he shared were something that we can learn and improve yourself. I think this whole new experience is gonna be beneficial for all of us and take us further in the future because we learnt how to work as a team, the value of open discussion and it finally came to an end.
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