Major Project 1
19/02/2025
ALTAIFI, LEEN MAAN A (0367698)
Bachelor of Design (Hons) in Creative Media, Taylor's University
Major Project 1
Table of Content
1.1 Task 1
Week 1: Brainstorming and Developing Project Plan
In our first week of this semester, we were consulted about our major project module, its guidelines, and what we're expected to do. We were assigned lecturers as our advisors to consult with throughout this semester. Our assigned advisor was Mr. Shamsul.
In our tutorial class, we were brainstorming different environmental, social, and political, and even everyday problems that we can tackle for our project. We used Miro to demonstrate all our different ideas. My group and I eventually narrowed down a few selections from our brainstorming session and ended up with 3 options: Animal adoption, tackling fast fashion, and mental wellbeing. After discussing further, we all collectively agreed on tackling the animal shelter issues due to it being one of the more urgent problems that can be tackled directly via our pet adoption app solution, which will be more elaborated on in the project development plan.
Project Development Planning:
After choosing our main problem to tackle, we laid down our aims, objectives, and target audiences for this project.
Since we decided on creating an app as a solution for encouraging people to adopt rather than shop, we needed to think of a name for the pet adoption app. After our discussion we were left with 3 options:
Tailo, Fetchr, and Sniffy.
Since we couldn't decide ourselves on the name as our answers varied, we thought it would be best to ask our potential users and include this question in the target demographic interviews.
Week 2: Preparing Interview Questions & Conducting User Research
My group and I sat down and worked on the interview questions together. We separated the interview into 5 sections: Demographic, General App Preferences, and the 3 target demographic groups: Pet owners, animal shelter workers/ fosterers, and potential adopters. We thought it would be best to include a variation of questions depending on the demographic group because each group has a different insight and perspective that can be beneficial to our research.
Each member of this team has to interview 3 targeted users, so I had to scout for one of each of our demographic groups. I used purposeful sampling and selected participants that I know suited and matched our target demographic groups.
My first targeted user is Tala, an employed 24 year old IT Worker, who is keen on adopting a pet. I've conducted the interview online via google meet.
 |
| Fig.1.0: Interview with Potential Adopter - Tala |
My second targeted user is Huzefa, a 20 year old unemployed student, who has owned 2 dogs for 15 years.
 | |
|
Laslty, my third targeted user is Iman, a 23 year old student, who has had experience working at an animal shelter.
 | |
|
Week 3: Synthesizing User Data and User Insights Patterns
After conducting all the interviews, I compile all the footage and recordings of the interviews and transcribe the audio in order for me to synthesize the data. I used Microsoft Clipchamp video editor to edit and transcribe the audio, then transferred the text into a google doc to refine the transcription.
 |
| Fig.1.3: Editing interviews on Microsoft Clipchamp |
As you can see on the right side, the software auto-generates captions for the video audio, which is what i used for the transcription. I edited and refined it in google docs after generating the captions for each interview.
 |
| Fig.1.4: Potential Adopter - Transcription |
 |
| Fig.1.5: Pet Owner - Transcription |
 |
| Fig.1.6: Animal Shelter Volunteer - Transcription |
From my 3 interviews, I try to find key data patterns that could be helpful in categorizing the raw data into the affinity diagram. We continue working on the Miro board to structure our interview data.
By having these categories, I put them on the affinity diagram so that the rest of my team members add their data as well so we can collectively synthesize all our interviews and emerge patterns.
 |
| Fig.1.7: Task 1 Affinity Diagram on Miro |
1.2 Task 2
Week 4: Creating User Personas Based on User Insights
For task 2, we were instructed to create user personas and a respective user journey map. Because we are a group of 4, each of us constructed 1 user persona with its user journey map, making it a total of 4 user personas and journey maps. We divided the demographic groups as follows:
1. Experienced pet owner ( a parent with family): Cindy
2. Potential adopter (single young adult): Gabriela
3. Animal shelter worker (any age range but has devotion to animal rights): Areeya
4. Retired senior citizen that wants to adopt a pet for some company: Leen
We interviewed 3 user demographic groups: pet owners, potential adopters, and animal shelter workers/volunteers, therefore we wanted to represent these 3 groups in our personas. And since, ideally, we want our app to target as many groups of people as possible, we also separated the user personas based on age groups as well, to make it accessible for all.
The user persona i was working on represented the senior citizen age group that are in need of a pet for company after all their children have grown up and left their homes.
We referenced existing user persona to help organize our own work and information. In the personas, we included personal demographic information, personality, general description, goals, motivations, frustrations, technical abilities with devices and internet usage, and interests & hobbies.
.png) |
| Fig.1.8: User Persona Reference 1 |
 |
| Fig.1.9: User Persona Reference 2 |
I've constructed the persona of Rachel Lim, who is a retired school teacher that wants to bring companionship and joy into her home, find a trusted adoption platform that simplifies the adoption process, adopt a pet that matches her calm and slower-paced lifestyle, and access support and guidance for pet care.
 | |
Fig.1.10:
|
Then, I ensured to create a detailed user experience journey map encapsulating the process of becoming aware of the app, to the end of the app journey which consists of the post-adoption services. The main purpose of the app is to encourage people to adopt pets, however, we wish to keep users engaged on the app, hence we added community forums, guides, and additional services, to ease the process of transitioning to a pet owner.
 | |
|
I noted down Rachel's needs, frustrations, and areas of focus as notes right beside the journey map in the miro board to ensure all my steps align with the user persona's needs and focus, making the journey map precise and goal-oriented.
 | |
|
It's important to note down the user's goal, actions, positive emotion, negative emotion, solutions, and touch points of every step of the user's journey to make the process as realistic and detailed as possible.
 |
| Fig.1.13: User Rachel Lim User Experience Journey Map |
1.3 Task 3
Week 6: Developing Information Architecture and Brainstorming Ideations
 |
| Fig.1.14: 'Fetchr' Card sorting on Miro - First Attempt |
After our consultation session with our advisor Mr. Shamsul, we pointed out that the category 'places' was very vague, and users wouldn't understand what it's for. Therefore, I reorganized the cards and added a few new features that will be beneficial to use in our user flow diagram later on, and for the card testing that we will be conducting.
 |
| Fig.1.15: 'Fetchr' Card sorting on Miro - Updated |
After laying down all the cards/features, I exported them onto UXTweak to conduct the user testing. We have chosen the unsupervised method and closed card sorting type, so that users only put the features where they see fit in the given categories.
 |
| Fig.1.17: Card Sorting Test on UXTweak -Categories |
 |
| Fig.1.16: Card Sorting Test on UXTweak -Cards |
We have recruited 10 users to conduct the card sorting study, and have used this data to enhance our app's information architecture. Below, is the summary of the card sorting study including the user's data and the matrix results.
 |
| Fig.1.19: Card Sorting Test Result Matrix |
 |
| Fig.1.18: Card Sorting Test User Analysis |
 |
| Fig.1.20: Card Sorting Test Study Results |
Simultaneously, we also worked together on the user flow diagram, using the card sorting and user journey maps as reference to how the diagram flows. After our first attempt and showing Mr. Shamsul, he noted that our flows are too simple and require more detailed and in-depth steps. So, we needed to rework on that.
 |
| Fig.1.21: First Attempt of Flow Chart for 'Fetchr' App |
Design Guideline
My groupmate, Cindy, and I have sketched out many doodles to just get all our ideas laid out for the app logo. We initially wanted to do a play on the letter 'F' and a dog, and somehow involve the meaning of 'fetch' in the logo, hence all the sketches.
 |
| Fig.1.22: Logo Ideation Sketches |
 |
| Fig.1.23: Logo Ideation on Illustrator |
 |
| Fig.1.24: 'Fetchr' Logo Transition |
We chose the 2 fonts: Inter and Sono for our brand identity. The combination of Inter for body text and Sono for headings were chosen to create a modern, user-friendly, and approachable experience.
 |
| Fig.1.25: Design Guideline -Fonts |
 | |
|
 | |
|
 | |
|
 | |
|
Week 7: Creating Wireframes & Lo-Fi Prototypes
I've sketched out some wireframes of the onboarding screens, home page, application process, and messaging before prototyping to get my ideas down quickly.
 | |
|
 | |
|
After getting the sketches done, I started working on figma on the Home page Flow. Initially, our advisor told us we only had to do one lo-fi prototype and separate the flows amongst each other. Thus, we divided the flows, and i was in charge of the home page.
 |
| Fig.1.33: Lo-Fi Prototype Process on Figma 2 |
 | |
|
 |
| Fig.1.35: Lo-Fi Prototype Process on Figma 4 |
 |
| Fig.1.34: Lo-Fi Prototype Process on Figma 3 |
 |
| Fig.1.36: Lo-Fi Prototype Process on Figma 5 |
Group 9_Fetchr_MP Final Presentation by ALTAIFI, LEEN MAAN A
2. Feedback
Week 6:
Mr. Shamsul said our flow chart had too little steps, so we need to add more depth to the flows. And some of the categories we had in the card sorting were very vague, such as 'places' so we needed to think of another name for it, and create a card sorting study with recruiting users to test with, at least 1 user each group member.
I also consulted with Mr. Shamsul about our logo, and he said it looked too complex for a logo, that we were forcing the shape of the dog on the word 'fetchr' that it just looked odd. Thus, he advised us to make a simpler logo.
Week 7:
When given feedback on our presentation, they told us to expand on the monetization, to think how the app will be able to survive on profit, and emphasize on the match making people to pets part for USP.
In my Lo-Fi prototype, sir suggested I change the 'welcome to Fetchr' all into the same font. And in the onboarding questionnaire, where it asks: "Choose your preferred pet", he advised me to rearrange it to cat, dog, and change rabbit to 'other'.
In my Lo-Fi prototype, sir suggested I change the 'welcome to Fetchr' all into the same font. And in the onboarding questionnaire, where it asks: "Choose your preferred pet", he advised me to rearrange it to cat, dog, and change rabbit to 'other'.
3. Reflections
Comments
Post a Comment