Collaborative Design Practice

COLLABORATIVE DESIGN PRACTICE


01.04.2022 - 22.04.2022 (Week 1 - Week 4)
Task 1
Maisarah binti Muhammad Zamri

Instructions


Task 1

01.04.2022 (Week 1)

We were introduced to our enterprises and we will be working with Wagas de Asi, a company that deals with heirloom rice. After a little talk with the representative from Wagas de Asi, we started doing a little research on the topic.


Fig 1.1 - Brand Profile


Fig 2.1 - Empathy Research


Fig 2.2 - Empathy Research (Competitors)

We also came up with a few personas of potential customers who would want to purchase heirloom rice from Wagas de Asi.

Persona #1:
Amy Adel  .  27y/o  .  Office-going mother
Amy is a young mother who works office shift hours. She likes a healthy lifestyle for herself and her kids. Organic food and and rice is a part of her daily diet. 

Interests:
  • Business
  • Economy
  • Healthy lifestyle
  • Organic food
What she wants:
  • Follow a healthy diet
  • Has a thing for rice
  • Organic food
User problem: Needs a quick organic common food which she can use for her and her children.


Persona #2:
George Sully  .  33y/o  .  Environmental activist
George is a middle aged adult who stands with environmental friendliness. He likes to promote sustainability through his community in terms of food, lifestyle, etc.

Interests:
  • Business
  • Environmental preservation
  • Sustainability
  • Organic food
What he wants:
  • Sustainable food products
  • Cost effective
  • Organic food
User problem: Looking for cost effective and sustainable methods and products to promote environmental friendliness.


Persona #3:
Booby Klin  .  45y/o  .  Human rights activist
Bobby is a self-employed worker as a human rights supporter. He works with the idea of equality in cost, living, etc, and runs campaigns for it.

Interests:
  • Human inequality
  • Economy
  • Healthy lifestyle
  • Organic food
What he wants:
  • Human class equality
  • Support lower class
  • Organic food
User problem: Wants to find ways to spread awareness about human inequality.


Persona #4
Amber Rose  .  22y/o  .  Gym trainer
Amber is a young gym trainer and promotes healthy lifestyle, diets, and habits. She supports the use of organic food instead of generic chemical gym food supplements in her daily routine.

Interests:
  • Healthy lifestyle
  • Organic food
What she wants:
  • Follow a healthy diet
  • Alternative organic foods to generic supplements
  • Cost effective
User problem: Needs organic high protein food as alternative to regular gym supplements.


Persona #5:
May Lee  .  57y/o  .  School principal
May Lee has been using heirloom products for a very long time. She has taught her children and grandchildren about the benefits of heirloom products and hopes they would use them as well in their lives.

Interest:
  • Education
  • Tradition
  • Healthy lifestyle
  • Organic food
What she wants:
  • Keep the tradition alive
  • Nutritional food
User problem: Needs quick common heirloom products for her and her family.


Persona #6:
Rob Flavio  .  41y/o  .  Executive chef
Rob has been in the culinary industry for a long time, and is now working on a new recipe that fusions an Italian-styled dish with a type of organic rice.

Interests:
  • Inspired foods
  • Balanced / Nutritional dishes
What he wants:
  • Organic rice
  • Authentic tastes
User problem: Needs a required amount of healthy ingredient supply in order to make the dish.


Target audience analysis:
  • Most people focus on the product because of its nutritional value.
  • People are willing to support the product for a bigger cause.
  • People who like rice and appreciates flavor are attracted to the product.
  • People who are health-conscious turn to organic food like heirloom rice.
  • People look for common food like rice but with more benefits compared to regular rice.
  • The approximate age group for the target audience ranges from 20 - 60 years old.
  • People look for high quality healthy ingredients which are common and easy to use.
Market analysis:
  • Instagram:
    Sharing farm process, foods, and their product information.
  • YouTube:
    Videos of recipes using the product.
  • Facebook:
    Sharing of events, product information, and updates.
  • Website:
    Promotes product and company, tells audience about company founders' ideation and stories.
Problem Statement: 
Appeal and educate people who like rice about the environmental and health benefits of heirloom rice and how it can be used to support low class farmers.


08.04.2022 (Week 2)

The research that was done was good. We had a good grasp on what we were going to do for this project. The next step is to work on the empathy map.


Fig 3.1 - Empathy Map Customer Journey Map


15.04.2022 (Week 3)

We were a bit behind this time. We were under the impression that our 'empathy map' was correct, but apparently it was more of a 'customer journey map'. So now we have to get our heads together and do a proper empathy map.


Fig 4.1 - Empathy Map (Amy Adel)


Fig 4.2 - Empathy Map (Bobby Klin)


Fig 4.3 - Empathy Map (Amber Rose)


Fig 4.4 - Empathy Map (May Lee)


Fig 4.5 - Empathy Map (Rob Flavio)



22.04.2022 (Week 4)

We presented our research to Miss Lilian, Miss Eva, and Miss Irene.


Fig 5.1 - Empathy Research Presentation Slides

For our preliminary idea, Miss Lilian thought they were all good ideas, but we have to pay attention to our capabilities and the timeframe. We should use the UN SDG goal to be the forerunning of the brand. Since pretty much every other things could be in the website, we should focus on that.


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