PRJ62204/Minor Project
Minor Project
PRJ62204
LIU CHENG RUI (0370930)
PRJ62204/Minor Project/Bachelor of Design (Hons) in Creative Media / Taylor's University
INSTRUCTION
LECTURE
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week3
week4
week5
week6
PROJECT1 Proposal
In our first class, we listened to Mr. Mike's introduction about this
project and gained a preliminary understanding of the tasks we were going to
undertake. We need to carry out multidisciplinary group cooperation to come
up with design plans and solve problems.
I chose the Continental tire project. My team members are Kang shu
ying,xiao tong,wang zi long and ke bo zhi.
First of all, in class we collected some information about tires and the
company respectively, in order to have a more thorough and deeper
understanding of this project.
Fig1.1 Data collection
In the second week, after having a brief briefing with the four
engineering teams, we gained a deeper understanding of their project
ideas. We decided to collaborate with Group Synergy led by Boon Hean.
Fig1.2 Project Introduction of Group Synergy 1
Fig1.3 Project Introduction of Group Synergy 2
After that, we set about creating our user characters.
Fig1.4 The first attempt at creating user roles
Since it is our first time to create user characters, we lack data
support and communication with the cooperative team. Therefore, we
need more data to support our user characters instead of imagining
them out of thin air.
Fig1.5 The modified user role
After completing the USER roles, we focused on the USER JOURNEY MAP
and wrote down the needs and performances of different users by
corresponding to different actions.
Fig1.6 USER JOURNEY MAP1
Fig1.7 USER JOURNEY MAP2
Fig1.8 USER JOURNEY MAP3
After that, we began to design the questionnaire. We
prepared different types of questions so that we could
understand our target audience from multiple
aspects.
Fig1.9 The first attempt at the questionnaire survey
After reaching our target audience, we conducted offline
interviews and questionnaires respectively. The following are
the results of our survey.
Fig1.11 Data collection of investigation documents
Fig1.12 Interview data collection
Completing the survey here, we continue to discuss key insights,
problem statements, and the How Might Wes.
Fig1.13 insights
Fig1.14 problem statements
Fig1.15 How Might Wes
Fig1.16 Ideation 1
Fig1.17 Ideation 2
Fig1.18 Big Idea
We decided to create a LOGO with Continental's trademark characteristics and a poster in line with our theme "More KM, Less RM".
Here are some references and mood boards：
Fig1.19 Masthead Mood Board
Fig1.20 Key Visual Mood Board
Campaign Masthead
Fig1.21 Continental yellow on black background
Fig1.22 Black on Continental yellow
Fig1.23 Black on white background
Fig1.24 White on black background
Campaign Key Visual
Fig1.25 Campaign Key Visual
Fig1.26 Proposal Slide
Project 2 Design Development
After having some discussions with Mr. Mike and several meetings
with the engineering team, we determined the project of the
activity. The following is the summary of the project:
Abstract Project:
Campaign Masthead
Campaign Key Visual
Mirco-Activation booth
Kiosk/ Screen display animation
Qr code
Sign up for "The Smart Lane Crew"
Social media
Story 2
Post x6
Website login page
Merchandise for crew members
Digital badge
Car stickers
T-shirt
Here are some of our plans and reference schemes:
Fig2.1 Mirco-Activation booth Mood board
Fig2.2 Social Media Mood Board
Fig2.3 Website Mood board
Fig2.4 Website Landing Page Mood board
Fig2.5 Crew Merch Mood Board 1
Fig2.6 Crew Merch Mood Board 2
During the development process, we added some additional touchpoints to make the overall experience more attractive and comprehensive.
- Out-of-Home (OOH) Ads
- Guerilla Marketing Activation: Smart Lane Tunnel
- Pop-Up Booths
Final Touchpoints Summary
Campaign Masthead
Campaign Key Visual
Pre-Launch:
- OOH
- Social media posts x 3
- Smart Lane Tunnel
- Pop-up Booths
Launch:
- Activation Booth
- Smart Lane sign-up
- Animation
- Crew Merch
- Microsite
- Social media posts x2
Post-Launch
- Social media post x1
First of all, we completed Campaign Masthead and Campaign Key Visual.
Campaign Masthead
Continental yellow on black background
Black on Continental yellow
Black on white background
White on black background
Campaign Key Visual
Campaign Key Visual
Pre-Launch
In addition to Campaign Masthead and Campaign Key Visual, we also produced some different kinds of billboards and bridge banners.
1.OOH
billboards1
billboards2
billboards3
bridge banners
2. Social Media Posts x3
Teaser Post
Key Visual Post
Introduce Smart Lane Post
Final Pre-Launch Posts with captions
3. Guerilla Marketing Method: Smart Lane Tunnel
Final Tunnel Mockup
4. Pop-up Booths
Booth Design
Pop-up booths Mockups at Campus
Launch
1. Activation Booth
We received the file from the engineering team and imported it into Blender to add textures, colors, and lighting.
SketchUp screenshot
Import to Twinmotion for rendering
At first, we used SketchUp to make 3D models, but later we found that there was no lighting in the scene. After trying several methods, we found that we had to import the model into Twinmotion and add lights.
In this way, the visual effect is better and the quality of screenshots has also improved significantly.
After that, we imported the Mirco-Activation booth into PS, adjusted its position and lighting, and placed it in the scene.
Below are the Final Mockups of the Booth:
Mirco-Activation booth
Mirco-Activation booth
2. Smart Lane Sign-Up
Next, we created about The QR code and "The Smart Lane Crew" sign-up through figma.
Live machine demonstration 1
Live machine demonstration 4
3. Animation
We chose to create a screen display animation. We changed the power of the lights to save power so that visitors could easily understand.
Screen display animation
Saved power
link:MP car animation
4. Crew Merch
After completing these, we will focus on the construction of the website and some related products, such as T-shirts and car stickers, etc.
Car Stickers
Car Stickers Mockups
T-Shirts
Caps
Microsite
Microsite
we designed in Figma and here's the link:
6. Launching Social Media Posts
Introduce LRR tyre post
.gif)
Comparison Gif
.jpg)
Final Launching Posts Mockups
Post-Launch
1. Social Media Post
Post-Launch Social Media Post Mockup 1
Post-Launch Social Media Post Mockup 2
Post-Launch Social Media Post Mockup 3
Post-Launch Social Media Post Mockup 4
.jpg)
Final Post-Launch Social Media Post Mockup
TouchPoints Summary
.jpg)
Final project: Final Presentation
For the final presentation slides, I designed them according to our own theme and artistic direction.
Fig3.1 Final presentation slide
Feedback
week1
This week, we'll start with a briefing and form groups to
select the projects that interest us.
week2
The group I chose was responsible for the tire project
and got in touch with the students from the School of
Engineering, listened to their plans and the goals they
wanted to achieve.
week3
This week, we advanced the project by clarifying the
target audience, narrowing the research scope, and
focusing on fewer but more representative potential
customers. Each group member created a user persona and
designed some targeted interview questions around
it.
week4
This week, we presented the user personas we had created
to Mr. mike. He believes that our users lack some data
support and are more based on imagination, so we need to
make further modifications.
week5
This week, we refined the user personas and found data
support. Next, we need to prepare questionnaires or
questions for offline interviews. We chose a combination
of the two.
week6
This week, after the group discussion, we made two rounds
of revisions to the questionnaire. The initial content was
a bit vague, the expression was not clear enough, and the
presentation was not intuitive enough. Another issue is
that the distribution platform we chose is not suitable
for the target users, so the information is not conveyed
well.
week7
We integrated and analyzed the responses from the
collected questionnaires and the answers from offline
real-person interviews, and obtained five findings as well
as other contents.
week10
In this week's project, our team began to conceive The
overall design direction, mainly centering on the theme of
"More KM, Less RM - The Smart Lane", and made preliminary
plans for the LOGO design and poster design. Meanwhile, we
also took the initiative to contact the students in the
engineering group to learn about the usage methods and
dimensions of the equipment they developed. This provides
an important reference for our subsequent design of the
device's outer packaging.
week11
This week, our group officially entered the design and
development stage. We began to create the titles of
advertising campaigns and key visual elements in marketing
activities, such as promotional posters. Meanwhile, we
also started the work on the product design section and
formulated some initial plans for peripheral products,
including digital badges, car stickers and T-shirts. These
designs all revolve around our theme "More KM, Less RM -
Smart Lane", aiming to enhance the overall communication
power and visual unity of the project.
week13
Based on the work of last week, we will continue to
advance the design and development work. This week, we
further refined the visual design of the advertisement
header and promotional posters, and at the same time began
to conceive and design peripheral products such as digital
badges, car stickers and T-shirts. In addition, we have
also expanded the design content, including the initial
interface design of the website login page, as well as the
visual layout and user flow planning of the
Micro-Activation booth.
week14
We integrated the completed design and work to create the
final presentation slides.
Reflection
Experience
In this group project, we collaborated with the
engineering team to visually display the tire friction
simulation device they designed. The main challenge
encountered during the process was that the colors of
the exported images were too dark, which affected the
overall visual expression. To ensure that the details of
the device can be presented clearly, we have tried
various adjustment methods, such as changing the
rendering parameters, testing different lighting
schemes, and exporting for comparison multiple times.
Although the process was full of repetitions and
uncertainties, valuable experience was also accumulated
through continuous attempts.
Observation
During the process of cooperation, we gradually
realized that the difficulty of the project was not
merely technical issues, but rather how to establish
effective communication among multiple teams. At
first, there was a deviation in understanding the
structure and function of the device, resulting in a
visual presentation that did not match the original
meaning. This issue exposes the incompleteness and
misunderstanding in information transmission and also
reminds us of the importance of timely communication.
Only when each party understands and respects the work
content of the other can the project truly integrate
into a complete outcome.
Findings
This experience made me realize that the greatest value
of cross-group collaboration lies in the process of
"completing one thing together". When facing difficulties,
it's easy to choose to give up, but true growth often
occurs through persistent attempts and mutual support.
Every adjustment, communication and modification, although
time-consuming, is also a manifestation of our continuous
team integration and progress. This makes me understand
even more that a good spirit of collaboration and a
positive communication attitude are indispensable parts of
any creative work in the future.
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