Minor Project / Sleepcare Brand
28.8.2023 - 27.11.2023 (Week 1 - Week 14)
Takuto Hozumi / 0354047 / Bachelor Of Design (Hons) In Creative Media
Minor Project
Sleepcare Brand (Group 5)
INSTRUCTION
Module Overview
Instructions
This is a multidisciplinary collaborative learning module that prepares
students to produce industry standard pre-production documents and
artefacts in compliance with the creative media industry’s production
processes. The submission would be a complete project proposal and a
proof-of-concept prototype that positions the creative solution as a
unique industry relevant proposition. Students are required to collaborate
with other classes from dissimilar core disciplines as mixed groups to
design a solution for a related United Nations Sustainable Development
Goals (UNSDG) problem that involves 4IR technologies such as 3D printing,
Augmented Reality or Virtual Reality, collaborative telepresence, Internet
of Things (IOT), mobile internet, simulation and smart clothing. The mixed
student groups are to work cohesively and independently in a studio
environment in identifying, analysing and applying acquired knowledge to
formalize the design solution. As part of the assignments, students are
coached to pitch their ideas to potential funders (if apply), clients and
peers while independently lead and manage the project for the semester’s
duration. Formative assessments will be conducted throughout the project
development and management process, while the summative assessment
evaluates the final presentation and the submission of the prototype
design artefact. The class will be delivered with blended learning
materials such as tutorial videos, case study web repositories and videos
of expert presentations. These references facilitate the flipped delivery
in complementing the face-to-face consultation sessions, which are
documented and managed online. At the end of this module, students will
have completed the target audiences’ needs analysis, creative ideation,
and proof of concept prototype production that will be presented to
industry reviewers.
Our group (Group 5) was assigned to Brandialogue Sleep Care brand as per the
above document.
The Miro board manages the overall information in this module. Templates are
provided, and the researched and produced contents are updated sequentially.
Progress
As the beginning, we conducted research on sleep care brands.
Specifically, each member was assigned to one of the following five topics
to conduct online research on an existing well-known brand or product.
1. Western pillow brand competitors (How company brands and promotes in
the market) (KABIR)
2. Demographics (ATHIYAH)
3. SWOT Analysis (RACHEL)
4. Pillows (features, functions, technologies) (TAKUTO)
5. More sleepcare products (JIA HSUAN)
I set up three research items to research on pillows:
1. Example of Sleepcare Manufacturer
Sleepcare Manufacturers, which included a high-end and quality brand
(Nishikawa), a world-renowned brand with scientific background (Sealy),
and a brand that is currently trending in Malaysia (Nitori). Research
items included company profile, history, year of establishment, sales, and
representative pillow products.
*The following screenshots of the Miro board cannot be exported in a
readable size due to the pixel count. Please refer to the original board
above.
Fig.1-1: Contextual Research
Next task was to compile the research conducted by each member in the
previous week and summarize it as a single data set on MIRO, and to create
four user personas derived from the compiled data. After distributing the
tasks among the group, it was decided that I would be in charge of creating
2 personas and a positioning map for an existing brand. The brand
positioning map was evaluated on two scales: quality (low to high) and
price. Brands for comparison were selected from a varied selection of
typical bedding brands that emerged during the second week of research,
ranging from cheap to luxury. The prices and ratings of standard models of
pillows from each brand were then researched and mapped.
Fig.1-2: Brand Positioning & Brand Analysis
Fig.1-3: User Persona Definition
Fig.1-4: A Sample of Images Provided by the Client
A list of questions was developed for the survey, and feedback was obtained in
class. We also completed and published it on a Google form by separating 5
sections by 5 members. The target is to gather 100 participants corresponding
to the personas we have set up, but since our personas (especially the fourth
persona) are very rich (because our pillows are high-quality and relatively
expensive products), it is expected to be quite difficult to gather
corresponding participants.
Fig.1-5: Survey Results
Then we got about 80 responses and began the analysis phase. So finally, after
a sufficient number was gathered, we concluded as below.
From now we need to think about specific ideas about the brand we will
actually create based on our analysis of the survey. In doing so, we were
to look at the data again and identify the expected frustrations, pain
points, and hidden needs of our customers and raise the question. Then
each member put their insight statement ideas on the board and we met on a
group call to decide on the final draft, and they were reflected in “How
might we”.
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Fig.2-26: Teaser Video 2
Fig.2-29: Day2Night UPDATED
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Conclusion:
Section 1- Demographic Questions
In summary, the data of all questions emphasizes the importance of
understanding the diverse needs and preferences of the target audience,
tailoring products and marketing accordingly. We should consider
regional tailoring and a global perspective to effectively serve a
varied and international customer base.
Section 2- Sleep, Health & Wellbeing
In conclusion, the data shows how the respondents value quality sleep and
believe that stress and anxiety can affect their sleep quality negatively
even when they're don't currently experience them. From the data, we can
also conclude the main issues faced by the respondents when they attempt
to sleep or when they are asleep include: insomnia, snoring, and soreness
or body pain.
Section 3- Sleepcare
The results in Section 3 indicate that many participants are interested in
sleep care and believe that sleep quality is important for physical and
mental health. The usefulness of distributing information/educational
content on improving sleep quality on websites and SNS to attract
potential customers is implied. About half of the respondents are
committed to their own proper sleep habits, and the top responses included
1) healthy life cycle, such as exercise habits and going to bed on time,
2) mental stability through meditation, etc., and 3) improving sleep
quality through medical approaches. Our client wanted us to suggest
products to be handled on their e-commerce sites. This might include, for
example, alarm clocks, simple exercise equipment, room fragrances,
supplements, etc.
Section 4- Product Preferences
Overall, this section emphasises how important the product's quality and
affordability are to consumers and their preferences for products like
white noise devices, sleeping masks, etc. Consumers take scientific
research, CHP, and testimonials seriously because they rely on it and it
may affect their purchase decision.
Section 5- Brand Identity
Given that consumers will spend time researching a brand's products on its
website, on social media, and in-person, we should also consider how the
brand will market its products.
Section 5 is wholly about the brand identity preferred by consumers. The
purpose of this section to try and collect the opinions of several
consumers and try and mold a brand identity to their preference. To
summaries the conclusions drawn above. A stunning majority of people
believe that packaging used and its visual appeal has an incredible effect
over the consumers likeliness to be interested in the product. The
respondents also want a sleep-care company whose products look sleek and
simple while presenting as luxurious and comfortable. Using all the
information above, we will be able to craft a brand identity that would be
as appealing as appealing as possible to our target audience.
Another task was to conduct marketing research. The research was boarded
up with Tempur Sealy, Nitori, Eight Sleep, Serta, and King Koil,
analyzing what campaigns they are running through social media and web
media.
Fig.1-6: Analysis & Marketing Campaign Research
Fig.1-7: Insight Discovery, Problem Statement & How Might We
From here, we will begin the process of creating specific proposal
slides for our sleep brand idea Revera. For this purpose, we divided the
two Graphic Design majors into 2 members in charge of visual design and
the other 3 members, including myself, in charge of slide design. The 2
UX majors will create wireframes and begin designing the website
structure. The difficulty with this assignment is that our brand is very
specific to sleep care. The client did not share any appropriate
(visually attractive) photos with us, and it was challenging to find
copyright-free images as reference images.
Fig.1-8: Attempt
Fig.1-9: Wireframing
Fig.1-10: Our First Branding Idea "Revera" Proposal Slides
However, the actual presentation was not well received. Our proposal
seemed to go in a different direction from the design the client was
looking for. It is a common occurrence in actual workplaces that a
subordinate gives production instructions to a subcontractor, and the
resultant product, which was created according to the instructions, is
not acceptable to the boss and has to be redesigned. Anyway, the client
(BOSS) suggested something more scientific, like Aesop as a reference.
It would certainly be easier to understand if there were specific
references.
After that, feedback discussed how to reflect chemistry in the design. How to metaphorically visualize science, i.e. pillow feel = cloud-like comfort? Or can we analyze brain waveforms and incorporate them into the design? We will proceed with our academic research and start again by gathering visual image references.
Fig.1-11: New Art Direction (Ideation)
Since the visual design was mainly led in the direction by the two graphic designers and the leader, I decided to do other tasks for support. So this week, I just read some papers on Google Scholar and it seems that brain waves, especially alpha waves, work in conjunction with the senses. Also, the back of the brain physically controls the nerves so I make information from graphs in papers into sample design attempts with cite on a board. Website production can be started only after some visual design direction has been established.
Fig.1-12: New Art Direction
In our last physical class in week 14, we received feedback that we needed to complete the customer journey map. Also, a specific sample of seniors was presented as a reference. This led us to determine a specific flow from pre-launch to the actual operation of the service. I will be responsible for the specific production tasks related to the website.
In the process of creation, 2 UX majors including myself, browsed various reference sites. We then created the website using the images we collected to select the key visuals to create the actual design from the low-fi prototype. Rather than making the microsite and website completely separate, we began designing the website with the idea of a system in which the microsite, website, and subsequent updates would be added gradually in a series. I proceeded with the design, substituting dummy text and key visuals, and replaced them once the graphics team had completed the product images.
Fig.1-13: Website Design Phase
I also produced a specific example of the content design (assuming HTML) for an email to be sent in the pre-launch phase, based on the e-newsletter subscription.
Fig.1-14: Email Newsletter Design
After the final presentation, our plan seemed to satisfy the client. The Final Outcome section below contains the presentation slides that encompass the finalized brand design and proposal.
FINAL OUTCOME
0. Key Visuals
Fig.2-1: Key Visual 1
Fig.2-2: Key Visual 2
Fig.2-3: Key Visual 3
Fig.2-4: Key Visual 4
Fig.2-5: Key Visual 5
Fig.2-6: Key Visual 6
Fig.2-6: Key Visual 6
Fig.2-7: Key Visual 7
Fig.2-8: Key Visual 8
Fig.2-9: Key Visual 9
1. Pre-Launch
1-1. Microsite
Link:
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Fig.2-10: Microsite (Top)
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Fig.2-11: Microsite (About Us)
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Fig.2-12: Microsite (Sleep Test)
Fig.2-13: Q1
Fig.2-14: Q2
Fig.2-15: Test Result
Fig.2-16: Chat Support
1-2. Email newsletter
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Fig.2-17: Email newsletter (Welcome)
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Fig.2-18: Email newsletter (Starter kit)
1-3. Social Media Post
Fig.2-19: Social Media Post (Pre-launch) 1
Fig.2-20: Social Media Post (Pre-launch) 2
Fig.2-21: Social Media Post (Pre-launch) 3
Fig.2-22: Social Media Post (Pre-launch) 4
Fig.2-23: Social Media Post (Pre-launch) 5
Fig.2-24: Social Media Post (Pre-launch) 6
1-4. Teaser Video
Fig.2-25: Teaser Video 1
Fig.2-27: Teaser Video 3
Fig.2-28: Fact vid UPDATED
1-5. Billboard
Fig.2-30: Billboard (Pre-Launch) 1
Fig.2-31: Billboard (Pre-Launch) 2
2. Launch
2-1. Website
Link:
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Fig.2-32: Launched Website (Top)
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Fig.2-33: Launched Website (About Us)
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Fig.2-34: Launched Website (Product Details)
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Fig.2-35: Launched Website (Product List)
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Fig.2-36: Launched Website (Sleepcare)
2-2. Social Media
Fig.2-37: Social Media Post (Launch) 1
Fig.2-38: Social Media Post (Launch) 2
Fig.2-39: Social Media Post (Launch) 3
Fig.2-40: Social Media Post (Launch) 4
Fig.2-41: Social Media Post (Launch) 5
Fig.2-42: Social Media Post (Launch) 6
Fig.2-43: Social Media Post (Launch) 7
Fig.2-44: Social Media Post (Launch) 8
Fig.2-45: Social Media Post (Launch) 9
Fig.2-46: Social Media Post (Launch) 10
Fig.2-47: Social Media Post (Launch) 11
Fig.2-48: Social Media Post (Launch) 12
Fig.2-49: Social Media Post (Launch) 13
Fig.2-50: Social Media Post (Launch) 14
Fig.2-51: Social Media Post (Launch) 15
2-3. Billboard
Fig.2-52: Billboard (Launch) 1
Fig.2-53: Billboard (Launch) 2
3. Post-Launch
3-1. Website
Fig.2-54: Website Post-Launch Updates
3-2. Social Media
Fig.2-55: Social Media Post (Post-Launch) 1
Fig.2-56: Social Media Post (Post-Launch) 2
Fig.2-57: Social Media Post (Post-Launch) 3
Fig.2-58: Story Ad Coming soon
Fig.2-59: Story Ad Swipe Up to Quiz
4. Mockups
4-1. Product Package Design
Fig.2-60: Pillow
Fig.2-61: Product Tags
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Fig.2-62: Blanket Front
Fig.2-63: Blanket
Fig.2-64: Blanket Tag 1
Fig.2-65: Blanket Tag 2
Fig.2-66: White Noise Device
Fig.2-67: Eye Mask
Fig.2-68: Essential Oil Front Sticker
Fig.2-69: Essential Oil 1
Fig.2-70: Essential Oil 2
Fig.2-71: Diffuser 1
Fig.2-72: Diffuser 2
4-2. Bundle Package Design
Fig.2-73: Bundle Package Design
Fig.2-74: Bundle Packages
Fig.2-75: Canvas Tote Bag
4-3. SNS Feed
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Fig.2-76: Pre-Launch Feed 1
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Fig.2-77: Pre-Launch Feed 2
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Fig.2-78: Post-Launch Feed 1
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Fig.2-79: Post-Launch Feed 2
Fig.2-80: neu.u_Final Presentation Slides
REFLECTIONS
Experiences
In this module, as the name "Brandialogue" implies, we
comprehensively proposed brand concept setting, research, product
planning, and web/physical promotion measures. We began with an
analysis of sleep care and sought a symbiosis between the client's
desired design style and a style that would reflect the results of
Survey's research and reach potential customers. Among other things,
we learned that the selection of key visuals was important and would
play a major role in the subsequent brand image, including the logo
and website. On the research side, it was of course important to
analyze the research results, but we needed to set questions that
were not too long and yet effective enough to encourage participants
to cooperate with the survey until the end. In this respect, we took
a long time to get sufficient results, which I believe led to delays
in later work.
Observation
Our process forced a major change of course once. This was most
likely due to a difference in the direction of our proposed plans
and the client's preferences. Initially, when our group members met
with the client for the first time, the person in charge who showed
up stated the following requirements We want the brand to have a
gorgeous, upscale style, not cheap. He showed us his main product, a
pillow (which he uses daily), and asked us to come up with ideas. At
that time, I felt uncomfortable. We don't know how the actual feel
when using the product is, and we don't have much understanding of
it. When you ask a designer to do a job, you need to have an
understanding of the product, otherwise, of course, you will not be
able to create an attractive design. Also, the "high-end design"
that we had envisioned in the first proposal was kicked out by his
boss. This was a clear miscommunication, and we realized that we
should have checked our concept with the "decision makers" more
carefully. In the real world, clients are very clear about their
services, and it is better to clarify their requests using a hearing
sheet or other means.
Findings
Based on the lessons I have learned from this lesson, I have found
that it is in my best interest to act as follows in the practical
business scene.
- Clearly interview the client about his/her requirements. (What are they looking for, what style do they prefer, do they have any references for similar products or services?)
- Draw up a contract. For example, when there is a request to revise the design, if more than 50% of the screen area needs to be revised, an additional fee will be charged; if more than 70%, another estimate will be made. Be sure to include items such as the following.
- Conduct research well before the actual production of the design. Advantages of the products to be handled, their appeal and other merits, target audience, potential customers, etc.
- The final design should integrate all of the above information, and it is desirable to create multiple ideas. There are three types of ideas: the main idea, the runner-up idea, and the discarded idea. By mixing in low-quality discarded ideas, the client is encouraged to choose the main idea. Although we were not able to try this in this case due to limited time, this could work in practice.
- Be friendly. This is the hardest thing for me to do, but I think it is important to make the work go smoothly.
Finally, I close with my appreciation to the members who worked
with me.
Thank you all.
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