Collaborative Design Practice / Task 1

on
28.08.2023 - 23.09.2023 (Week 1 - Week 3)
Angelyn Valencia/ 0349573 / Bachelor of Design (hons) in Creative Media
Collaborative Design Practice
Task 1 : Empathy Map

INSTRUCTIONS

TASK 1

DEFINING THE CHALLENGE

Project Plan : 


  • What will we work to produce?


Branding, packaging, and promotional materials (offline and online) are essential elements for creating a powerful and memorable visual brand identity for a business or product. Each element plays a distinct function in conveying a brand's personality, values, and message to its audience.


  • Branding : 

The branding for Kita Keto aims to encapsulate the Malaysian popular culinary tradition and culture while emphasising the benefit of partaking in a healthy keto diet approach.


  • Packaging :

Taking additional steps for packaging, we intend to introduce microwaveable and biodegradable packaging that provides convenience, efficient heating, and does not compromise safety or sustainability.


  • Promotional Materials :

Promotional materials, including offline (flyer and poster) and online promotion (instagram, video advertisement), contribute to a well-rounded marketing strategy and maximise the engagement by incorporating these two elements.

  • What constraints will we need to manage?

  • Obtaining materials for the packaging :

It will be difficult to acquire the above-mentioned materials for the packaging, given that we are going to utilise microwavable and eco-friendly materials.


  •  Accurate design thinking and problem solving :

To achieve a precise solution or an efficient way of problem-solving in this case through our application of design thinking.


  • What measures and indicators will help us know our ideas are successful?

    • Consultation and Discussion with clients

    • Customer or target audience feedbacks



PROJECT BRIEF

While roti canai is a well-known and favoured dish in Malaysia, the innovation of introducing keto diet or a healthier version of it, by incorporating leftover pumpkin seeds/skins, is something that is very new to the target audience. Therefore, to attract new consumers, the best design strategy is very vital for the success of this product. 


Hence, our group’s design team will be working together to research and produce an aesthetic and consumer friendly brand identity for the product by solving design problems including the brand’s visual identity, marketing projects and so on.


Problem statement

Traditional roti canai is a popular food in South East Asia. Roti canai is a food staple in Malaysia. Roti Canai is usually made with high-carbohydrate and high-saturated fats ingredients, which can be unhealthy for people who have health issues. Sadly, Malaysia has prominent health issues that include diabetes, cardiovascular diseases, and obesity. Food waste from unused parts of comestibles is also another prominent problem that occurs in Malaysia. These problems can be solved by developing a keto-friendly version of roti canai made from unused part of pumpkin (seeds and skins) that maintains the traditional taste, texture, and cultural significance while adhering to the strict macronutrient requirements of the ketogenic diet, providing a satisfying solution for individuals with dietary restrictions. (Project Document)


A noticeable increase in the percentage of food waste, an alarming incline of health issues in Malaysia as well as rising health problems lie in the poor dietary patterns in malaysia encourage this project to be conducted. A healthy pumpkin based roti canai was developed to reduce the health issues that occured in Malaysia. (Presentation)


CHALLENGE ANALYSIS

Assumption and questions : 

  • What do we know?

    • The product: Frozen Keto Roti Canai

Roti Canai is a well-liked and popular dish in South East Asian nations, particularly Malaysia. However, it is essential to acknowledge that traditional Roti Canai, despite being delectable, can be categorised as an unhealthy food option due to several nutritional factors.

As a result, The Frozen Roti Canai Meal Set was created, which consists of a delectable combination of roti canai made from pumpkin peel flour and a flavorful curry/dal made from nutritious pumpkin flesh. This innovation results in reduced carbohydrate, low-fat, and low-calorie content, making it an excellent choice for the consumers while retaining the traditional roti canai's cherished flavour and texture.


  • What do we believe we already know about this challenge?

    • What is needed to help with the branding overall?

    • What is the information about the product? 

    • Who is the target audience?


  • What would we like to learn more about?

    • Keto diet and the community  

    • Eco-friendly packaging materials and relevant design aesthetics

    • Microwaveable packaging


PROGRESSION

Week 1
During the first week of this module, Ms Lilian introduced us and gave us an overview of the overall module. We were then divided into several groups based on our specializations and briefed about the first task. The business school students then gave us an insight into their project called "KitaKeto", which is a frozen roti canai aimed at promoting a healthy diet and sustainable packaging.

In the meeting, we took our time and opportunity to understand the product and what they need. We discussed the expectations and visions for the final prototype of the branding designs and advertisement. 
We then created a miro and project docs to proceed with our first task, starting on the research and creating user personas.

Week 2
In the second week of this collaborative design practice. We focused on further understanding our target audience and making the right and accurate user personas based on it. In the tutorial session, Ms Lilian highlighted that the keto diet primarily caters to individuals seeking weight loss rather than exclusively focusing on healthy eating.

After fixing our user personas we focused on creating the empathy map based on each personas that we have made. Then we continued on the problem statement and compiled everything in slides in preparation for the presentation.


Week 3
This week, we presented our task 1 and proceeded to task 2.

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