Minor Project

25/04/2025 - 08/08/2025 / Week 1 - Week 16

Lim En Yu / 0354452

Minor Project / Bachelor of Design (Hons) in Creative Media / Taylor’s University 

Task 1, Task 2, Task 3

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TABLE OF CONTENTS

1. Instructions

2. Minor Project

4. Feedback

5. Reflection

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Instructions

Fig 1.1 Module Information

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Minor Project

Task 1: Propose An Innovative Project As A Group

Week 1

For our group project, we were tasked with coming up with an innovative idea and developing it from scratch. The journey started with finding the right teammates and picking a meaningful topic. In Week 1, we were introduced to the module’s expectations and its focus on the MIB which gave us a clear idea of what we were working towards. After the briefing, we had to form our groups and decide on a project theme. I teamed up with friends from the Thursday class, as allowed by Mr. Mike. This turned out to be a great decision because it brought together people from different specializations, which really boosted our project’s potential.

Our team was made up of:

• Lim En Yu (Digital Animation)

• Angel Tan Xin Kei (UI/UX)

• Phoon Yuk Guan (UI/UX)

• Nurul Natasya (Graphic Design)

• Nur Ameely Aysha Bt Zubir (Graphic Design)

• Aliah Farhana Binti Mohd Fauzi (Graphic Design)

• Safiya AbdulRahim (Graphic Design)

At first, we thought about doing a night school project. But after some brainstorming, we decided that focusing on food aid would be more doable and meaningful. Food security and nutrition are urgent, complicated issues, and we felt our project could make a real difference. With that decision made, we quickly moved into research and planning.

Client's Briefing

Here is the outline of our client's briefing which is about Food Security and Nutrition:

Fig 2.1 Project topic briefing

Week 2

In Week 2,we met with Dr. Leong from the Food Science Department, whose input helped us narrow down our direction and better understand how the food aid system operates, as well as ways it could be improved for low-income families. Around the same time, we set up a Miro board to map out our ideas, keep track of progress, and spark new brainstorming sessions. By the week’s end, we had clearly divided the tasks so that everyone had a part to work on.

• Problem Statement – Yuk Guan
• How Might We – Safiya
• Goal Statement – Natasya
• Customer Journey Map – Ameely & En Yu
• Insight Discovery – Angel & En Yu

In this week, we mainly focused on doing our contextual research before moving forward. Here are the contextual research that I have done based on the instruction given by Mr Mike:

Contextual Research

Fig 2.2 Contextual research instruction

Fig 2.3 First contextual research

Week 3

In Week 3, we worked on improving our ideas after getting feedback from Mr. Mike. He reminded us that food aid should not only focus on low-income flats because many other groups also face malnutrition. He also said we needed to really understand who we were helping, whether it was schools, families, or food banks.

He suggested we look at successful projects overseas, like Jamie Oliver’s food education campaigns, to find ideas that are affordable and easy to scale. We then narrowed our target audience, and I started researching similar projects to see what worked and what didn’t. We realised that to make a real difference, we had to do more than just give food. We needed to help communities learn how to cook healthy meals on a budget.

Fig 2.4 Second contextual research

Week 4

User Personas

During week 4, we used Mr. Mike’s feedback to start creating personas for our project. This helped us better understand the different needs of our audience.

We have decided on 3 user personas which are Food Aid Manager, Student Volunteers and Kindergarten Teachers. Mr. Mike also pushed us to look deeper into malnutrition programs and find ways to include them more effectively in our food aid plan.

Fig 2.5 User Persona #1, Food Aid Manager

Fig 2.6 User Persona #2, Kindergarten Teachers

Fig 2.7 User Persona #3, Student Volunteers

This week, we have shown Mr Mike again our contextual research. He adviced us to focus on learning more about malnutrition and how we could add an educational element to our food aid packages. He mentioned that we could also began looking into partnerships with local schools and kindergartens which are based on some of the research that we have done before, as they could be key in reaching families and children. Our team kept studying global projects, which gave us ideas to create a solution that better fits Malaysia’s needs.

Fig 2.8 Third contextual research

Compilation of Group Contextual Research

Fig 2.9 Compilation of Group Contextual Research

Week 5

As we dive deeper into the project, more questions came up. To help us clear our doubts and better understand the project’s aim, Mr. Mike arranged another Q&A session with Dr. Leong. We prepared a list of questions for the meeting:

Fig 2.10 Questions to ask Dr Leong

Fig 2.11 Meeting with Dr Leong

After the meeting, Mr. Mike advised us not to jump into solutions yet. He told us to finalise our user personas first, list our next steps, and decide on the type of survey we wanted to do—either a questionnaire or interviews. He also reminded us to run the survey as soon as possible and get him to review our questions before we proceed.

Task 2: Devise and produce design management protocols relevant with industry practice

Week 6

During this week, we decided to conduct interviews with the students and kindergarten teachers. Our group decided to ask Dr Leong for student volunteers' contacts as they have joined the Nourish-U Project oraganised by Taylor's Impact Lab before.

Fig 2.12 Asking Dr Leong for students' contacts

At the same time, Mr Mike suggested us to do more case studies reseach on previous projects on other country so that we could know how they designed communication and promotion plan on social media and we could immitate their successful methods.

Fig 2.13 Instruction by Mr Mike researching on case studies

Fig 2.14 Research on India - POSHAN Abhiyaan (National Nutrition Mission)

Week 7

Interview Questions

We prepared different sets of questions for each user persona to make sure the information we gathered was relevant and useful. For example, teachers were asked about children’s eating habits and challenges they faced in promoting healthy meals, while volunteers were asked about their experiences with distributing food aid and the common issues they noticed. By tailoring our questions to each group, we could get deeper, more specific insights that would help shape our project.

Fig 2.15 Interview Questionss

We have interviewed with 3 student volunteers, 2 kindergarten teachers and Food Aid General Manager to fine-tune our approach. This time, we focused on teachers and volunteers who had worked in food aid programs. Their feedback gave us a clearer picture of what had worked well in the past and what hadn’t. These insights became a guide for shaping our own solution.

Fig 2.16 Interview with student volunteeer

Fig 2.17 Interview with Food Aid Foundation Manager

Interview Transcribe

Fig 2.18 Interview Transcribe

Week 8

Response from Martabat PJ

In Week 8, we got valuable feedback from Martabat PJ, gathered by Dr. Leong. It confirmed some of our earlier ideas and helped guide our project’s final direction. We then began working on our proposal and improving the visuals for our presentation. 

Fig 2.19 Response from Martabat PJ

Key Findings and Analysis from Interviews

Fig 2.20 Key Findings and Analysis from Interviews

Week 9

Final Proposal Slides

Week 9 was a big step for our project as we worked on finalising our proposal. Next week we will be presenting our proposal to Dr Leong, we worked closely on the proposal slides, polishing the content and ensuring the visuals were clear, appealing, and aligned with our project’s message. Everyone contributed their skills, whether in design, writing, or refining ideas, so that our presentation would be both professional and impactful.

Fig 2.21 Final Proposal Slides

Week 10

This week is the presentation week and we have presented our proposal to Dr. Leong and were happy to receive positive comments. She was particularly impressed with the RM5 meal mystery bag idea, which offers families affordable, healthy ingredients and simple recipe cards. This feedback gave us the boost we needed to move confidently into the final phase of the project.

Fig 2.22 Proposal Presentation with Mr Mike & Dr leong

Fig 2.23 Comment from Dr Leong

Task 3: Produce The Final Presentation of the Proposed Solution to a Panel of Reviewers

Week 11-12

In class, Mr. Mike explained what we needed to do for the user journey map and showed us an example of a Gantt chart from a senior’s project, reminding us to arrange the timeline carefully to avoid last-minute issues and ensure everything is completed on time. 

For the customer journey map, we had to divide it into four target users and write specifically for each one. When planning the touchpoints, we needed to think in stages for each target user and consider how the message would reach them from their perspective. We also had to finalise the amount of content we planned to post and include it in the Gantt chart. The touchpoints in the customer journey map also need to be more detailed, especially in terms of quantity, so customers can clearly see how their budget is being spent.

For the final presentation, Mr. Mike suggested we could use AI to create videos or storyboards for our animations.

Customer Journey Map

Fig 2.24 Customer Journey Map

Gantt Chart

Fig 2.25 Gantt Chart

Social Media Posts & Mock Ups

Here are the first version of the mock-ups and social media posts. We have completed all the materials needed and mentioned in the gantt chart like teaser posts, posters, vendor onboarding, reels storyboard and etc.

Fig 2.26 First version of Social Media Posts & Mock Ups

Week 13-14

In this week, we have received feedback from Mr Mike that the current moodboard is unclear, and its elements are clashing with each other. We should create a board in Miro to decide on our art direction, compiling all moodboard references we might use. From there, we can use the chosen images to create clear art direction statements, ensuring all our designs follow them. The logo also needs improvement, with multiple versions and a redo, as it is not as structured or refined as the logo references.

First, we have to input all the designs on the miro so that we could see clearly of every design style on the same board. We need to redefine the art direction and redo the moodboard, refine our mascot Rara so it matches the chosen style, and redo the graphic elements and logo. The mock-ups and social media posts should also be updated to reflect the latest visual style.

Art Direction

Fig 2.27 Art direction

Compilation of Previous Design

Fig 2.28 Compilation of Previous Design

Updated Design

Fig 2.29 Compilation of Updated Design

In week 14, we rearrange the final presentation slides and ensure all designs share the same visual style. The Rara design can be further refined, and the storyboard should also match the same look and feel. As it is close to the final presentation, we need to wrap up the slides and finalise everything.

Final Presentation Slides

Fig 2.30 Food Aid Group 4 Final Presentation Slides

Project Tracking Document

Fig 2.31 Project Tracking Document

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Feedback

Week 3:

• not only flat, low income neighbourhood
• Both gender need nutritious food
• Where they can hold their talk (if ppr flats got hall or kindergarten)
• We r only to purpose the concept and idea behind the event (expand, low income and solve malnutrition because they are poor)
• There are ways to find nutritious food
• Too early for solution, understand the client first 
• Local - Are food aid the only one doing this? (Nutrition part) are they successful or like food aid
• Learn to avoid the mistakes
• International- successful examples, why they success, same budget and ingredients but change the recipe only
• Ex: jamie oliver
• Want our help to create awareness and expand this, why people don’t know, or why people know but resisting
• Prepare food with minimal budget
• Hardly to have enough money to prepare meal, harder to think about nutrition

Week 4:

• Board don't put solutions 
• Why is food aid not successful for malnutrition program
• They don't know they are having malnutrition program
• Need to include malnutrition program in the food aid 
• Is that why you are partnering with taylors impact lab for the malnutrition program?
• These questions need to find from case studies
• Impact lab is only concern of malnutrition
• Enyu board: mention more malnutrition
• Angel board: specific which program, what program, interested in the nutrition for all campaign, can search more ad worth searching
• Yuk Guan board: food aid program only, need to be more specified to malnutrition program
• Natasya board: World food program is reliever to malnutrition, mention if WFP, do they faced the same thing? How successful is WFP is successful in Philippines, into, those countries that are struggling in providing utritious food, if they successful, what did they did? Did they partnership with other universities or more?
• Ameely board: DAPUR JALANAN, not sure if it relates family that provides food to the children because they will just eat anything they got regardless of the nutritious. Food fair in school is one of the good solution can keep it for week 9. Ask food aid worst what events you ca run for family that is lack of food, if they dont give enough informations then can suggests then / trigger them what do they think. If they said they tried it before but it went terrible then you find out why is it terrible
• Farhana Board: Takaful is good, is a student aid program, the food aid if they does not have access to the school it wont be success, not sure if food aid have these kind of conecctions. Our person will tell us which social media platform they proffered. Alpo pharmacy: even if they use ebook to reach the students but the student is not t4he one deciding what to cook, can find some program example of the student bring the containers over and let the canteen give them food. We can take the school early us that looks like poor, and ask food aid if they can get in there. 
• User Personan 1 tell that we need to penetrate the parents social media, if going to school they will get the teacher to educate the student, so need to target the teachers social media but now still cannot put teacher because we not sure that if food aid have the connection with the school, and if they can go to school for their food aid program.
• Safiya Board:  is food aid not nutritious. 
• Before we confirm to target school, need to research whether food aid have go to school or not. If research show not part of school befikre, then cannot include teachers in persona, or can show because of the effectiveness.
• If is not going through school then think, where else? Research show the ppr flats are not effective, need to find places and places you can get those low income kids and parents, maybe passer madams or passer tani, if we do that does the impact lab have more than just the nuggets? And it’s a snack not a meal, canteen can have meal. Tell the food aid, not only ppr flats dont work, the menu also dont work. They might be able to do the meal if the food are guarantee to give out, for example for canteen, the students will eat  the meal in school.
• Ask food aid: why you never go to school, because according to our research mostly is from schools. Need to know how school works, who decide the food serves to the student? The canteen or the head master? And what is involved in the canteen? Live cook or pre cook? 
• One of the possible solutions maybe the food aid is not just for children, is for adult and community as well, then the target place can change. Maybe hypermarket. but can test these questions with food bank first and meeting with food bank.

Week 5:

• We have a meeting with Dr Leong again to ask the questions and to solve our confusions. 
• Mr Mike told us not to think of the solution, we need to settle our user personas first, list out our next steps, and which kind of survey we want to do, either questionnaire or interview.
• Also, we need to carry out the survey asap, and let Mr Mike check our questions so that we can proceed.

Week 6:

• We are still on the right track!
• The analysis of interviews is okay, and can start to do the sticky notes of findings.

Week 7:

• After finishing the findings part, then we identify 5 themes.
• For the “why” statement, we should only choose those that are related with the problem statement from Dr Leong during the first week.
• After we have the “why” statement, we need to further elaborate the details and add the descriptions beside the statements.

Week 8:

• Mr Mike has helped us to conclude all the answers for the “why” statement into a sentence.
• For the problem statement part, he also help us to do some minor amendments that make the statement more specific.
• For the how might we, he asked us to choose 3 from the insight statement. At first, we are not sure whether it should be derived from the question or the answer so we have done the wrong one which is not specific enough.
• After we have changed it, Mr Mike said we are good to go to proceed with the design proposal by directly answering each of these HMW questions, based on low-cost, scalable, community-based, and culturally relevant solutions.

Week 9:

• Before week 9 class, I have asked Mr Mike to have a look at our slides.
• He advised us to make a conclusion slide for the contextual research.
• For problem statement, no need to include the user, need and insight, just the statement will be enough.
• He said that we could just proceed with the art direction, the how might we solutions are fine. Now what we need to do is to have a brand identity.
• Can develop Logo, typefaces Colour Scheme and Graphic to create a brand identity 
• Apply the colour and types on logo show examples of the key visual and what does the colour or tagline meanings 
• Do not the collateral as we are not paid but the company yet 
• Implementation Schedule is elaborate more on how are you going to really execute the events can put references and information such as what kind of campaign how long to execute 

Week 10:

• Mr Mike said our proposal slides look fine.
• Just the logo is not practical. First off, there was no development. No moodboard references to start the concept development for this logo. Second, there were no variations from the development to pick the best version that led to this current design.
• After the presentation, Dr Leong said our idea was good. She thinks that our idea, especially the mystery bag with recipe card idea is actionable.

Week 11:

• Mr Mike has explained what we need to do for the user journey map in class.
• Also, Mr Mike has shown us an example of a gantt chart done by our senior, which he mentioned that we would need to arrange the timeline to avoid an emergency and confirm everything is done in time.
• For the customer journey map, we would need to divide into 4 target users and write for different target users.
• For touchpoints, we need to think by stages for different target users. We need to think from the perspective of target users how the message is going to reach us.
• Also, we need to confirm the amount of content that we are posting and place it in the gantt chart.
• For the final presentation, we can use AI to generate videos or storyboards for the animations/videos.

Week 12:

• Can start to progress with the mock ups and the social media posts
• The touchpoints in customer journey map need to be more detailed in terms of the quantity so the customer know where their budget spent

Week 13:

• The moodboard is not clear, the elements are clashing with each other.
• We should create a  board in miro that decide our art direction, which compiled all the moodboard references that we could use, so that we can use the picture of the art direction to generate art direction statements, and all our designs should not be violating the statements.
• The logo should be improved, with the versions and redo as the logo is not as structured as the logo references.

Week 14:

• All the designs should be included in the customer journey map, not another 4.0 contents.
• Consistency in visual styles should be maintained throughout all the designs. (no shadows, outlines, and overall colour scheme should be the same.
• Colours on Rara should be more high saturation so that it still be seen when in strong light outside
• For storyboarding, it should have one frame with a human-like picture if we are going to do a real life video to indicate it.
• All the designs should be placed on Miro so that we could see the difference clearly.
• The storyboard should also maintain the same visual style, Whatsapp cooking series video storyboard should be arranged in a nicer way.

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Reflection

Looking back at this project, I feel it has been a long but very meaningful journey. From the first week, when we were still figuring out our topic and team roles, to the final presentation, I can see how much we have grown as a group and as individuals. There were moments when things felt overwhelming, especially when Mr. Mike reminded us not to rush into solutions and to focus more on understanding our users. We were really confused at the start, as we keep thinking about the solutions and we have no idea what we should do at that moment.

At times, it was challenging to keep refining our work based on feedback, like redoing the moodboard, improving Rara, or making sure our designs were consistent. But I now realise these steps were important in making our project stronger. As this happened at the very last of the project, but all of us still adapt to the changes, which is amazing! I really appreciate the design team which is the 4 graphic designers in our group work very hard on aligning the art style. 

Working with my teammates taught me how valuable it is to listen to different perspectives and to combine our skills. I enjoyed the creative parts, like working on the visuals, but also learned the importance of research, planning, and clear communication. Meeting with Dr. Leong and hearing positive feedback from both her and Mr. Mike gave me a sense of pride and motivation. In the end, I feel satisfied because we created something that could truly make an impact while learning so much along the way. Thank you to Mr. Mike for his guidance and advice throughout the project. Without his support, we would have been lost and unsure of the right direction to take. His feedback pushed us to think deeper, improve our work, and stay focused on our goals.

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