Minor Project
Minor Project
Week 1-14
Chan Meiling// 0337771// BDCM
INSTRUCTIONS
RESEARCH & PROCESS
Week 1
We had our first class today. After getting briefed by Mr Mike about the type of projects we can choose from and how many people should be in a group. We were told that we should have people form different specializations. I got into a group with Tze Earn, Phoebie, Sajiya, Michelle and Zhi Vei. We the decided to to choose the NFT marketing group.
We started off by doing some research to have a better understanding about the topic.
Besides, we also we had a meeting with our collab team from business school. We briefly talked about the expectations that we have from both teams. They told us that they need us to create social media posts, ads banners and brochures. We explained that to brand their agency strategically, we will need them to define their brand identity in more depth to translate it through our design direction.
This we started creating personas and discussed the target audience.
We had a meeting with the EAP team. In the meeting, we asked them about who their target audience is, they told us that they are going to target businesses to market their NFTs. We doubt the demands of NFTs in brands and the need for this service, we thought maybe B2C could have more potential. We will need to define who the target audience really is
Week 3
This week we are still unable to get started for the empathy stage and Mr Mike suggested that we have a meeting with the EAP students ASAP. I was absent for the meeting due to some family matter, and I was updated that Mr Mike has questioned their business plan and model; he asked them to come up with a specific target audience and marketing strategies, we are still waiting for them to get back to us.
Week 4
We’ve met up with the EAP students this week and confirmed with them about their target audience. At the start, they wanted to target Graffiti artists in Southeast Asia only but we suggested that their target audience would be too niche and that could be one of the audience.
We asked them what type of art they are targeting and they told us that they are focusing more on NFT profile picture.We then develop our personas based on the target audience they have confirmed with us. We then define the percentage in types of artist so that we are able to send out our survey questions to artist based on the percentage we have defined.
Week 5
This week, we are aiming to finalize our questions and send them out during the holidays. Mr Mike helped us to go through and question and help clarifying some of the survey questions we have listed on the survey.
Week 6
Each of us came up with a list of artists to send our survey to. We pasted the list on Miro so that we will not send it to the same artist. During the first week, we struggled to receive a desirable amount of responds from our survey due to the holiday season.
Week 7
We have reached a total of 76 responses from artists in total, we divided the parts to the next step, analyzing the survey results and writing down the key analysis. We scheduled a team meeting to discuss the insights of the survey response and categorize the similarities and concerns. I divided the parts so that we can analyze the data faster since we are runnning out of time already.
We then come up with a positioning of a brand that should bring out transparency, artist friendly and reasonable pricing as some of the main focus of how the brand will be seen; this will facilitate the brand’s art direction later.
Week 8
We had a meeting with Mr Mike on Tuesday to catch up on our work since there has been a delay for the responses we got from the survey. We completed our problem statement and how might we. Our next step is to complete the user journey map.
Week 9
This week, we have to work on our customer journey map and our art direction. I first started off by helping with the customer journey map since we were quite lost about it at the beginning. However, after the feedback from Mr Mike, he mentioned that it needs to be very precise and the plan needs to actually work, not just to give the idea of it. He asked us about the time for each stage of the journey map and ask us to think about it. He also reminded us the touchpoint will be affecting the type of work we need to produce. Besides, I’ve also worked on a few mood boards based on the idea the EAP student mentioned that they would like to go for.
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Besides, Tze Earn suggested using more geometrical elements, she also suggested using colours that are stronger. Besides for the mascot and illustration design, Miwi also suggested taking the brand, headspace a reference. We also went to search for some typography that has a tech type of feels yet friendly at the same time.
Week 10
This week was tough for me as I’m not feeling well and feel very overwhelmed with other modules. I was struggling with my mental health and 2 other group projects that I have to carry. After communicating with my group members about the matter, Sajiya took the initiative to reach out to me and take the lead; other group members were also being really understanding about it which I’m truly grateful for. I decided to take a break this week; I did not help out with the design part but only helped with the social media content part. I did some research and came up for the content for the educational posts.
Week 11
Since I’m struggling to join discussions, Sajiya has been texting me personally for what’s going on and what I need to do. Besides, Sajiya also take over the Gann Chart and divided our tasks:
This week, I came up with some content for social media and did some copywriting for the brand’s mission and vision statement. For the design part, I worked on the instagram ads and stories design for week 1 and 2.
We then had a presentation with the EAP student and show them what we have done
Week 12
This week, my task is to create brand service posts. The copywriting infos were already provided by the EAP students so I only had to work on creating the post designs.
Week 13
This week, Sajiya and I helped to amend our video script to include our unique selling point, brand tagline, and our problem statement based on the feedback we got from Mr Mike. I sent Sajiya a draft but the script is a little too long so we had to cut down and get straight to the point. Sajiya also showed me an example video of where she took reference from.
This was my first draft:
Its Time.
Time to be part of a new digital art revolution.
Yes, anyone could be an NFT creator,
But how can you stand out among these creators?
To build successful NFT projects
And making good money from it,
Can be definitely a challenging thing.
This is why, we, Horizon is here to provide feasible solutions to this problem.
With our extensive knowledge about the NFT world,
We provide customised marketing services to your customised goals.
We spread informative knowledge about NFTs
Hoping all NFT creators are able to learn and grow together with us
And build their confidence in growing in Web 3 Industry.
This is your chance to promote your NFT
That will sky rocket your business to a new horizon.
Join us and we will tell your story to the world,
Build your community, and close more sales.
What are you waiting for?
Join Horizon today.
Then Sajiya refined it:
It's time to be part of a new digital art revolution.
Looking for a marketing service that is
Affordable,
caring, and
environmentally conscious?
Horizon is here to give you customized solutions.
To your customized goals
We Educate
Attract,
Build a friendly community.
Promote your NFT
To skyrocket your business to new heights,
What are you waiting for?
Join Horizon today.
Week 14
This week we worked on our second video. Michelle recorded the voice over and she, Tze Earn and I animated different parts of the scenes in the video.
I have not done animation in a long time; Tze Earn gave me some constructive feedback and tips in animation after sending her my files.
Final Video:
Week 15
CONSULTATION NOTES/FEEDBACK
Week 1
NEXT COURSE OF ACTION
- Create brand questionnaire
Week 2
Friday (1.4.2022)
1. Business idea
Name: Horizon, specialize in NFT
Service: They are helping to promote the NFT seller’s NFT by marketing it.
2. Partnership with Design Team
What do they need? Promotional materials for social media, media content for a few weeks to be post, and brochure as well
A whole set of branding
Watch: https://www.youtube.com/watch?v=0XTBYMfZyrM&t=18s&ab_channel=UnitedNations
Watch: https://www.youtube.com/watch?v=qfOgdj4Okdw&ab_channel=SustainabilityIllustrated
Watch: https://www.youtube.com/watch?v=kGcrYkHwE80&ab_channel=UnitedNations
Week 2
5.4.2022 (Tuesday)
Watch: https://drive.google.com/file/d/1XrdHHAlczrm_l5xXQ65ykwCMfECQtnDf/view?usp=sharing
it's an equal partnership that we could ask the business school questions
We could change the business direction
for example, will the business survive?
there is potential but they missed out on the niche targeting group
We could send them our questionnaire or discuss it with the business school before Friday if everyone agreed.
8.4.2022 (Friday)
Research why NFT marketing is need for clients rather than companies
Collect data on who the clients could be, look at NFT Portals, marketing research companies and individual artist.
Meeting with EAP students
EAP group has shown some of their visual thoughts on their company brand image
Target audience: Business to Business (B2B)
Unique Selling Point: Lack of active NFT Malaysia marketing agency
Consultation with Mr Mike
Data is needed to prove there's a huge need for NFT marketing services by the business owner
Data in statistic form, not assumptions
We should have data to prove why B2C have more demand than B2B to see if our statement is correct
Direction to focus is on data collection to prove our statement, can look over NFT portals that host individual submissions, marketing research companies, successful individual artist
Week 3
12.4.2022 (Tuesday)
Explanation on Empathy
15.4.2022 (Friday)
Meeting with EAP students and Mr. Mike
Week 4
Week 5
(25th April, Monday)
Survey question is WIP, to be finalized by Friday. The survey email list needs to be focused on groups such as FB or Discord groups for artists.
Feedbacks
1. Questionaire
- Occupation (whether it's enough, is it too diverse as the different types of occupation might expect different outcomes?)
- If they haven't entered the NFT market, how to attract the artist in?
- Where to send out our questionnaire? Portals // Artstation
- Show the EAP group, the questionnaire we did, see if they have anything to add in the third section
Our Concerns now
- We will need to see how we take the EAP business strategy to create something like Forest and have a bit of uniqueness
- See more portals like Forest to have reference to help on our mood board
Week 6
- Send out survey forms
Week 7
- survey analysis
- How might we statement
- Problem statement
Week 9
- Customer Journey Map
- Art Direction
Week 10
- The user journey map is more or less confirmed with a few additional points to focus all effort on the awareness and decision stages.
- Art direction is headed in the right direction. Need to produce a poster as the Key Visual. The colours and the logo rationale need to be stronger in rationale.
- The website design is lacking in the required information and services that are mentioned in the User Journey Map.
- Advised to create the IA with the EAP group and get it confirmed and agreed on. Then proceed to create the flowchart before proceeding to the wireframe design.
- The Touchpoint list is not ready, need to get it done ASAP as the Gantt Chart needs to be confirmed and used to project manage each member’s deadlines
Week 11
- The Touchpoint and the Gantt Chart is ready
- Website IA confirmed
- Key Visual Posters completed
Week 12
- To show animation storyboards.
Week 13
- The website is completed and looks good.
- The video needs to communicate and portray the same vibes as with the website. Shown sample video treatment and the 6 mascots with the graphic elements need to be used for the video’s motion graphics. - To review the storyboard next.
Week 14
- Senior’s presentation slides: https://drive.google.com/file/d/1Sebm_D1PsrSkRlmyJpWaHgnJJv6pI_8e/view?usp=sharing
Week 15
- The slides are almost done, just have to remove some slides to keep the presentation below 15min.
- There are a few missing visuals that need to be developed, especially the ones that deal with the unique selling points of the agency.
NEXT COURSE OF ACTION
Week 1
Week 2
- Do secondary research on whether the business should target on business to business or business to customer.
- Complete persona sheets
Week 3
- Meet EAP students and ask about business plan and model
Week 4
- Complete Personas and Empathy Map
Week 5
- Complete questionnaires and send out for responses.
Week 6
- Survey analysis, how might we statement and problem statement
Week 7
- Research on environmental Values
- Art Direction
Week 9
- Align Customer Journey Map with EAP’s marketing strategy.
- Decide the content need and timeline.
Week 10
- Wireframe
- Key Visual
- 12 June final logo, 2 weeks Soc Media contents, Main website pages
- 17 June, final 1 week Soc Media, whole website in XD
- Updated Gantt Chart
Week 11
- Logo finalization on colours
- Week 1-2 Awareness Socmed contents to EAP deadline
- Key Visuals
- Logo animation progression
Week 12
- The awareness and decision stages will need more effort in communicating and persuading the target audience to understand and act on the information. This could involve creating motion graphic videos to better explain the NFT and marketing needs.
- Website is good and just awaiting more information from the EAP side.
Week 14
- The progress looks fine. There will be another video to be created soon.
- It is advised to consolidate the final presentation to the industry reviewer with the EAP partners.
- Shown the final video and the draft final presentation slides. Next complete the slide before the 8 July final presentation.
Week 15
- Presentation Friday 8th July
REFLECTIONS
Experience:
Throughout the entire process, it was really tough at first trying to figure out a direction at the beginning and we struggled quite a lot at the beginning. I was feeling unwell most of the time and it was quite stressful and tough because I didn't have the energy to do things and was struggling. I have communicated with my group members and they are very understanding which I am very grateful for.
Besides, everyone were all responsible and takes initiative to contribute from the beginning; this is actually my first time getting in a group with teammates like this and it feels very lucky to not have to worry too much and to take charge since everyone are also giving suggestions. It just felt quite a pity that at the end of the semester I have to withdraw from a lot of discussions, otherwise it would be such a great learning opportunity working with them.
I would also like to specially thank Sajiya for taking up the role as the group leader and she has done such a good job and everyone would have struggled a lot otherwise. There were times I just can't find myself participating in the group and Sajiya has made an effort to message me personally for the work I have to do. Tze Earn has also been a very supportive group mate and friend, showing support and checking on me throughout this semester which I cannot be more grateful for.
Observation:
I observe that it is important to set a direction before diving in to start something. Besides, it is also important for us designers to come up with the design strategies that are targeted towards our target audience instead of just following what the EAP students want or when we are working with a client. If we were really to target and find the best solution, knowing how to convince our partner/ client is crucial and this is something important.
Findings:
I realised that there are always solutions even when we don't see it at the beginning and reaching out and communication is important. I realised that working together as a team can be a very mental stimulating process if working with people that contributes ideas, rather than just me working and providing all the solutions all the time, like most of the group projects I have worked with (which is why I preferred working alone previously, but working with my group mates changed my mind and made me realised that). This allows more ideas, better solutions to a problem.
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