Minor Project / Modern Feng Shui

on

 


06.04.2023 - 14.07.2023 (Week 1 - Week 15)
Audrey Gracia Djohari / 0348120
Minor Project
Bachelor of Design (Hons) in Creative Media / Taylor’s University
Modern Feng Shui

INSTRUCTION


Fig 1.0: Project Briefing
Fig 1.1: Modern Feng Shui (Chosen Project)

GROUP

Project Name: MODERN FENGSHUI (Group 3) CLIENT - BRANDIALOGUE
Client: MS. ZAE & MR. DAMIEN

Members:

Graphic Design
Thoo Hui Ying, Rebecca (0350359)
Tee Yi Qing (0343456)

UIUX
Audrey Gracia Djohari (0348120)
Jolean Ang Mei Yen (0352390)

Entertainment Design
Muhammad Azka Farezi Septenal (0351345)
Metta Angelica (0349095)

TASK 1: INNOVATIVE PROJECT PROPOSAL

- Research

Miro Board (Full Research & Data)

Fig 2.0: Modern Fengshui Miro Board


Fig 2.1: Modern Fengshui Miro Board (PDF)
Contextual Research

We had to  do a general research about Feng Shui as our first step to kickstart this project. I researched on Feng Shui popularity in Asia.

Fig 3.0: Summary of Contextual Research

Persona

Fig 4.0: 1st Persona, Jillianne Westwood (buying for aesthetic purposes)

Fig 4.1: 2nd Persona, Adrian Ivankov (buying for friend/girlfriend/family)

Fig 4.2: 3rd Persona, Kayleen Roberts (buying/collecting for the belief)

Survey Questions & Analysis

Fig 5.0: Modern Fengshui Survey via Google Forms

Fig 5.1: Survey Analysis Conclusion


Product List

Fig 6.0: First Product List

- Proposal

Fig 7.0: Proposal Presentation Slides (Week 9)

TASK 2: DESIGN MANAGEMENT PROTOCOL

- Final Product List

Fig 8.0: Final Product list

- Logo

Logo Ideas & Color Palette by Me

In Week 10, I designed another 8 logo ideas because the previous 3 logos that Rebecca designed were not approved by the clients. However, when I designed these logo, We have not decided the final brand name. So we decided to not use these logos because the logo should refer back to the name.


 Fig 9.0 - 9.2: Logo Ideas by Me



Final Logo Design




Fig 9.3 - 9.7: Final Logos by Yiqing

- Website Design

Wireframing

WEEK 11:
On week 11, Jolean & I finished our Wireframing. Since we already had a prototype, our main task was to change the color scheme back to black and white. We also incorporated the new pages suggested by Mr. Damien, which included the Need Suggestion feature and the AI Poem generator. To optimize the user experience, I decided to integrate the AI Poem generator as a popup page within the cart section, rather than as a separate page. Additionally, I resolved any errors on the Bracelet Customization Page, ensuring its functionality.  As for the website, Mr. Mike approved the wireframe but he suggested to improve and rethink how else we can apply customization. He suggested having a custom letter for special occasions. 

WEEK 12:

In week 12, I managed to create the new letter customization feature in the website based on Mr.Mike’s feedback last week. And since we now have several additional features (AI Poem and Letter customisation) during the checkout, I was able to add the new letter customisation feature and update the Payment section to have multiple pages with the step-by-step procedure in the website wireframe. I figured that this way it would be more user-friendly and less confusing. This experience has helped me to apply the principles of user-centered design that I learned in my UX module.

Wireframe Drive Link: 

Link to Figma Preview: 
https://www.figma.com/proto/GG1bQKmyVS24JbzilBcbpG/Modern-Feng-Shui-Wireframe?type=design&node-id=1-7&t=Kz5kAJX3vwUi6BOe-1&scaling=scale-down&page-id=0%3A1&starting-point-node-id=408%3A268&mode=design

 Fig  10.0: Final Wireframe in Figma

WEEK 13:

Final Website Design in Figma

This week, Jolean and I focused on finalizing the website design. We applied colors, photography and made the UX better and functioning. We also used a new (and more universal) tagline which goes like this “Only for you, gifted with love:. This week I focused on the Customization Page, Profile Page, and Cart. However, after having a conversation about the customization that we had in our shop, our group decided that we wouldn't be using the custom letter template anymore. We wanted to avoid having too much on the website because we decided to also make the packaging customizable. So, instead of a custom letter, we would offer packaging customization based on the customer’s horoscope.

Fig 10.1: Website Design in Figma

Fig 10.2: AI Poem Generator Feature


Website Design in PNG (Google Drive): 


- Social Media Posts & Marketing Strategy

These are the ones I designed...

Instagram Feed Posts

I created an engaging Instagram post in the form of an interactive video, featuring various fengshui products displayed in a fast-paced sequence. The post includes a caption that asks the user, "Which product is meant for you?" To participate, users are encouraged to tap and pause the video at a specific moment. The product that appears when they pause the video is believed to be the one that is "meant for them." Each product photo is accompanied by a description highlighting its unique functions and features.

This strategy leverages user engagement and curiosity to generate interest in the showcased feng shui products. By providing a brief description of the functions and features of each product, it aims to educate and entice users to explore the offerings further. This can potentially lead to increased brand awareness, product consideration, and even conversions as users are more likely to be invested in the product they believe is tailored to their needs.

Additionally, the interactive post encourages social sharing. Users may be motivated to share their chosen product with their followers, generating organic reach and potential word-of-mouth marketing. This can amplify the post's visibility and attract a wider audience to the jewelry brand.

Fig 11.0: Engaging Feed Post #1

Fig 11.1: Engaging Feed Post #2

Fig 11.2: Engaging Feed Post #3

In addition to the interactive Instagram post, I also designed posts featuring customers' testimonials of the jewelry product. These posts aim to showcase the positive experiences and satisfaction of actual customers, providing social proof and building trust among potential customers.

The marketing strategy behind incorporating customer testimonials in the posts is to leverage the power of word-of-mouth marketing and social influence. Testimonials serve as endorsements from real people who have experienced the product firsthand, and they can significantly impact the purchasing decisions of potential customers.

Fig 11.3 - 11.5: Customer Review Feed Post

Fig 11.6: Zeno Instagram Feed Overview
Instagram Story/Reels Posts

Fig 11.7 - 11.9: Engaging Reels/Story Posts



Fig 11.10: Engaging Reels/Story Mockup

Fig 11.11 - 11.12: Customer Review Story Posts

Fig 11.13 - 11.14: Customer Review Story Posts

FINAL PRESENTATION & REFLECTION DOCUMENT

Fig 12.1: Final Presentation Photo

FEEDBACK

*Complete Feedbacks are documented in the Reflection Document

WEEK 15:

Clients' Feedbacks after Final Presentation

Mr Damien: 
It was well thought out and could imagine people spending money on it. As a business lead, there are things to consider like business numbers and sourcing that needs to work out. Mr Damien also suggested we could look up on Taylor’s entrepreneur thingy and turn this into a real business if we want to.

Ms Zae: 
Similar comment as Mr Damine (well thought out). We ticked all the boxes on the basic deliverables. Encourage us to take a look at influencers recommended and what they provide that made them successful. Social media examples shown now are more product centric which may not be the best way in the beginning. It could be more about the unveiling of the Ai poem being customised for the public. But overall well done.

REFLECTION

WEEK 1:
In the first week, we chose “Modern Feng Shui” as our group’s Minor Project topic. Mr. Mike gave us some examples and videos of how people can give more meaning into a product through branding. Later that week, we had an online meeting with our client– Ms. Zae from Brandialogue– who sells Feng Shui products. She explained further about modern Feng Shui and its targeted age group, she’ll also give us photos of the products. Personally, I only knew Feng shui from an architectural point of view because I’ve had this conversation with my friends from architecture degree, but I didn’t know anything about feng shui items. It’s very new to me and I didn’t know that one product costs so much. So, our group did a secondary research and put our findings in Miro. I researched its popularity in Asia and Malaysia as well as its history. By doing this, I got more grasp on the understanding of feng shui, and it helped me to imagine the art style and approach that I can apply in promoting the brand. The targeted age group (25-39) is definitely a challenge because it is younger than the typical Feng Shui demographic. However, we see it as an opportunity to find creative solutions as designers. Mr. Mike explained that unlike artists, designers' job is to reach our target market and provide solutions using design thinking, as it involves money and market demand.

WEEK 2:
This week, Mr. Mike gave us feedback on our contextual research. I missed Monday's class, so Rebecca briefed me on what he said. He told us to summarise our research, create personas, and do extra research on other brands like IKEA, cars, electronics, etc. to see how they influence their broad target audience to buy their products. On Tuesday, I attended class without my teammate and showed Mr. Mike my research. We discussed the age group and how we need to understand why these people believe and want to buy Feng Shui products. He advised us to find a way to make people feel like they need to buy these products, even though they may not be their primary need, and how to visualise the design aspect to bring value to the products. Those are how branding works. So, This week, I'm researching car brands like Proton, Honda, and Toyota to understand their strategy in approaching young people (age 19 and above) to buy their cars. We're also finishing the questionnaires draft and personas. At a meeting with Ms. Zae's partner, Mr. Damien, we learned that they won't be providing physical Feng Shui products for us, but we can choose existing ones and focus on the product’s storytelling to add value. For the web design, he suggested an algorithm to personalise products based on customers’ birthdays. At the end of the meeting, our team agreed to focus on jewellery and accessories. I find it interesting how design and branding intersect, and it's crucial for designers to understand branding & marketing today.

WEEK 3:

During class time, my teammates and I started doing the rough draft of the questionnaires in Miro together. And we also managed to finish our 3 personas this week. Mr. Mike liked our first and second personas but he asked us to rework our third persona. He pointed out that we could aim higher by targeting customers who would buy the products repeatedly or who would result in long-term sales. This really opens a new insight for me, Mr. Mike pushed us to think more like a businessman who wants to make as much profit. As a designer, we should also support this purpose because we’re the important aspect of the marketing & branding. So, we brainstormed once more and amended the third persona after class. Another feedback we received was to make the survey questions deeper & more specific so that we will learn something new from the respondents who were comparable to the persona we created, not just general information. So he told us to revise the survey based on our knowledge about the persona. Regarding the respondents, Mr. Damien actually advised us to target Westerners (in Europe and America), but this week, Mr. Mike suggested that we better also target Asians or other races with Western-thinking as respondents. Actually, I’ve already brought up this issue with the group last week, but we decided to follow Mr. Damien's instructions. Now that Mr. Mike has the same idea that I had last week, it's a big relief for us to widen our target audience. And it definitely provides us a greater chance to gather the information. I found that targeting the audience and finding out their characters & personalities requires so much research & empathy. And as a designer, we have to consider the business aspect too while making our move.

WEEK 4:

This week, our job desk was to finalise the survey questions and distribute it, and to research on 3 feng shui product categories that we consider to sell: jewellery, keychains, and other unique items (phone case, wind chimes etc.). I was tasked to research keychains and I found some interesting catalogues in Alibaba e-commerce and other independent websites. After collecting some photos, we then put them in the survey as a visual reference to find out the respondent’s preferences on what products they like and how much they are willing to pay for it. After many revisions from Mr. Mike, Rebecca and Jolean managed to finalise the survey questions. From the revisions, we recognized the importance of making the flow of the question right. Also, we learned the role of cultural awareness and sensitivity in research. We distributed the survey to Facebook groups, discord and I also put our survey in the SurveySwap website to get more Western respondents.


WEEK 5:

Our group continued our research on Feng Shui, Western consumer preferences, and competitive brands. We conducted surveys last week and gained 102 respondents. We put all of our findings in Miro board to organize our brainstorming sessions, research findings, and visual inspiration. Through this process, I gained new insights into the specific desires of Western consumers seeking Feng Shui items. We discovered that most of the participants are interested in bracelets and necklaces. And most of them perceived buying feng shui products to bring prosperity & luck, and also to enhance one’s life. This insight connected with my learning about emotional branding and the role of products in fulfilling customers' deeper needs. The observations made during this week were instrumental in understanding our target audience's preferences and expectations. They guided our decision-making regarding brand positioning, visual aesthetics, and product selection. We found 2 feng shui brands that seem to be the best reference and suits the target market and can help us determine the pricing and product imagery for our brand, the first one is Hoseiki and the second brand was Radiantstar. We also planned to start gathering the product lists in excel sheets.

WEEK 6:

In the sixth week, we focused on developing the problem statement and gathering insights. Each team member contributed 5 different ideas to improve the Feng Shui brand. My suggestions included adding a "Need Suggestion?" section on the website where customers can find product recommendations based on their zodiac sign or birthday, aiming to enhance the product's value. I also proposed promoting cool packaging for the brand. As we reviewed the ideas, we found common ideas to incorporate into the brand, such as customization, promoting a Feng Shui lifestyle, evoking emotions, and implementing product categories/themes. These themes shaped our clear branding strategy. During the same week, Metta and I finalized the research analysis by summarizing our findings in a poster, which we would present to Mr. Mike in the following week. Additionally, we continued our research on product gathering, exploring Chinese websites and compiling a list of potential suppliers. Week 5 allowed us to refine our brand direction by developing the problem statement and generating valuable insights. The shared themes we identified provided a clear focus for our branding strategy. The skills we developed in problem formulation, ideation, and research analysis will be valuable in our future professions, enabling us to create cohesive brand strategies and source high-quality products. The ideas generated and insights gathered set the stage for further development as we aim to create a compelling brand that resonates with our target customers.


WEEK 7:

During the seventh week, our group managed to determined the final problem statement, customer journey map, GANT chart, and "how might we" questions to gain a deeper understanding of our project's scope and objectives. We also utilised personas to identify our target customers and made the decision to expand our product range to include feng shui decorative products, in addition to jewellery. In class, Mr. Mike facilitated a discussion and we discovered that feng shui products provide reassurance in the face of uncertainties, giving customers a sense of control and harmony in their lives. This class discussion was valuable as it helped us gain a clearer picture of the motivations and aspirations of our target audience. It provided us with valuable insights to inform our design decisions. During this week, Yiqing and Rebecca took the lead in designing the brand identity and touchpoints. Meanwhile, Jolean and I started working on the website mockup using Figma, we decided to not only create wireframes but also apply the brand colour palette & photos to see how it looks. I also made some design elements using the brand color palette. Azka and Metta collaborated on creating the proposal slides that we would be presenting to the clients in Week 9. The skills we developed in conducting research, creating customer personas, and collaborating on design tasks will be highly relevant in our future professions. I learned how to understand customers' desires, identify opportunities, and translate them into effective design solutions is crucial in creating successful brands and engaging experiences. Overall, Week 7 marked a significant milestone in our branding project as we gained deeper insights into our customers' desires and expanded our product range. The tasks completed, class discussions, and ongoing design efforts positioned us for further progress in the following weeks.


WEEK 8:

Week 8 is independent learning week, so we had no class. Our team continued to work on our assigned tasks, which for me was the website design. I just realized that this is my first time using Figma for a big project. In the past modules I always used Adobe XD so I was not very familiar with Figma. Other than that, my course has not taught animation in Figma or how to make advanced buttons. So, with minimum knowledge of Figma, it was quite more complicated than I thought, especially making the Customization Page for the bracelet because we encountered some errors in the website flow and functionality. But we kept trying and I watched many youtube videos to learn how to make sets and simple animation. Eventually, Jolean and I managed to complete the website mockup on time. Rebecca made significant progress by presenting the first three logo selections, which would play a crucial role in establishing our brand identity. Azka and Metta worked on designing 3D models of Feng Shui rings and bracelets. Furthermore, we successfully finalized the proposal presentation slides, which we would be delivering on the 30th. Independent learning week provided us an opportunity for self-guided exploration and gave time to focus on our work, allowing us to bring our individual tasks closer to completion. This period of concentrated effort allowed us to refine our deliverables and prepare for the upcoming presentation. I learned how to learn Figma independently and manage time effectively which will definitely useful in my future projects.



WEEK 9:

Week 9 proved to be the most challenging and mentally exhausting. During our class with Mr. Mike, we received feedback on our presentation design, which he found too long for a client presentation. He emphasized the importance of creating collateral to showcase our brand identity. We realized that we had followed a slide format provided by seniors, unaware of the need for shorter presentations. To address this, we held a group meeting, revised the slides, and designed additional printables. We incorporated the changes and conducted internal reviews to ensure alignment with the brand identity and customer experience. Thankfully we managed to finish it on time and used it for the presentation. During the presentation, Mr. Damien and Miss Zae provided feedback, suggesting a more Western logo and enhancements to the gifting experience. They asked us to tone down “feng shui” because it could be a sudden turnoff to the Western market. They also requested a birthday generator page on the website. These suggestions prompted us to redesign the logo, incorporating their valuable input. Week 9 brought significant feedback and adjustments to our branding project. We learned the importance of concise presentations, the need for collateral, and the significance of aligning designs with client expectations. Adapting our designs based on feedback and incorporating new ideas expanded our creative possibilities. The skills we developed in receiving feedback, adapting designs, and aligning with client requirements will prove valuable in our future. This insight also connected with my previous learning on teamwork and the value of constructive feedback.

WEEK 10:

In the tenth week of our branding project, we regrouped and scheduled another meeting with Mr. Damien and Miss Zae to discuss the necessary changes to the brand design. Through internal discussions, we analyzed the clients' vision based on our previous meeting. It became evident that they desired an expensive-looking brand with a Western art direction, moving away from the term "feng shui" and focusing on accessories and gifting services.During the meeting, we presented new logos, additional mood boards, and proposed new Western names without Chinese terminology. The clients approved the new names, emphasized the importance of a unique packaging design, and suggested adding an AI Poem generator on the website to personalize printed letters included in the packaging. Week 10 provided us with a clearer direction for our branding project which is such a relief. We adjusted our designs to align with the clients' preferences, emphasizing Western aesthetics and luxury. The upcoming tasks include creating a new logo based on the new name, designing unique packaging, and implementing the AI Poem generator in the website. These changes aim to enhance the brand's appeal and provide a personalized customer experience. I realized that the ability to listen, interpret feedback, and adjust our strategies accordingly is essential in delivering successful branding solutions.


WEEK 11:

This week, Jolean and I completed the final wireframe for the website. Since we already had a prototype, our main task was to change the color scheme back to black and white. We also incorporated the new pages suggested by Mr. Damien, which included the Need Suggestion feature and the AI Poem generator. To optimize the user experience, I decided to integrate the AI Poem generator as a popup page within the cart section, rather than as a separate page. Additionally, I resolved any errors on the Bracelet Customization Page, ensuring its functionality. This week, I became even more familiar with Figma as I had recently participated in a competition that pushed me to fully explore the platform's capabilities. Consequently, I felt more confident in utilizing Figma's functionality and animation features, which brought me great satisfaction. During class, Rebecca and Yiqing presented four new logo options. As a team, we voted to determine the best logo for the brand. Ultimately, we decided to present two logo choices to the clients, allowing them to make the final selection. As for the website, Mr. Mike approved the wireframe but he suggested to improve and rethink how else we can apply customization. He suggested having a custom letter for special occasions. Overall, I had a productive week and I am happy with the progress we made on the website. I am looking forward to next week and seeing how the clients react to the new logos and website prototype.

WEEK 12:

This week, I managed to create the new letter customization feature in the website based on Mr.Mike’s feedback last week. And since we now have several additional features (AI Poem and Letter customisation) during the checkout, I was able to add the new letter customisation feature and update the Payment section to have multiple pages with the step-by-step procedure in the website wireframe. I figured that this way it would be more user-friendly and less confusing. This experience has helped me to apply the principles of user-centered design that I learned in my UX module. I have been able to focus on creating a website that is user-friendly and easy to navigate. This project has really given me valuable skills that will be useful in my future profession as a web designer. I have learned how to design websites that are user-friendly, effective, and visually appealing. During class, we discussed how the packaging design would be. Rebecca and Yiqing suggested making the packaging lid to be unique and interactive by implementing a circle that can be rotated. Inside the circle could be a personalized letter or simple horoscope illustration.

WEEK 13:

This week, Jolean and I focused on finalizing the website design. We applied colors, photography and made the UX better and functioning. We also used a new (and more universal) tagline which goes like this “Only for you, gifted with love:. This week I focused on the Customization Page, Profile Page, and Cart. However, when I wanted to work on the Product pages, I realized that we still haven’t decided on the final product lists. We have given the list since our proposal presentation in week 9 but the clients didn’t give any feedback at all even after we followed up. Mr. Mike said that if they still hadn’t given any comments, then we were allowed to decide the products ourselves. So, Yiqing provided the final product list and I helped by giving them names and categorising them in the website. Our final product categories include: bracelets, necklaces, rings, earrings, and decorative items. Other than that, this week we also discussed the packaging further. After having a conversation about the customization that we had in our shop, our group decided that we wouldn't be using the custom letter template anymore. We wanted to avoid having too much on the website because we decided to also make the packaging customizable. So, instead of a custom letter, we would offer packaging customization based on the customer’s horoscope. I learned that it is important to be proactive and take initiative when working on a project. If the clients are not providing feedback, then we need to be willing to make decisions on our own. I also learned that it is important to be flexible and adaptable. When my team decided to change the custom letter template, I was able to quickly come up with a new solution for the website design.


WEEK 14:

Jolean and I finally completed the website this week. We were overjoyed when Mr. Mike gave us positive feedback and also approved of our final website. Our role at this point is to aid the other teammate in completing the incomplete work. We discovered, according to Rebecca, that the clients want us to create a social media calendar, which means that we need to design for the first month of the brand launch. The dates these designs would be published also need to be determined. So during class, we determined the social media content for a month and distributed jobs for the design. These posts would be used for ads so that people would know our brand existed in social media platforms. Social media is one of the most important touchpoints and the first steps in the user journey timeline. It is a great way to reach potential customers and build brand awareness. That way we hypothesised that we could lead them to the website and make a purchase. By creating a well-planned social media calendar, we can ensure that our brand is visible and engaging on social media. In the same week, we finalized the social media content, that includes: feed posts, reels, stories, captions. I worked on the brand category content and I also made reels & stories. We also finalized our slides for the final presentation in week 15. Everything went smoothly in these last weeks, the only thing that I need to really manage is time. This week’s activity is really important for me because it is an example of a real-world marketing project.

WEEK 15:

In week 15, we finally had our final presentation to Miss Zae and Mr. Damien. In conclusion, Minor Project has been a transformative learning experience. This project has been a privilege because it allows me to have the opportunity to work with real clients, under the guidance of Mr. Mike who is an experienced professional, and collaborates with my amazing teammates from different design specialisations. I have developed a deeper understanding of effective branding strategies through design and how to produce a brand that not only has a strong visual but also sellable and suitable with the target market. This project has given me the opportunity to apply my theoretical knowledge of branding to a real-world project. I have learned how to conduct market research, develop a brand identity, design a website for a real business, create marketing materials, and launch a brand. I have also learned how to work with a team to achieve a common goal. I am grateful for the opportunity to have gained such valuable experience, the observations made during the project are highly useful, providing a solid foundation and shaping my future professional path in UI/UX design, marketing and brand management.

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