Minor Project - Yubari Expedio

on
21/04/25 - 24/07/25 (Week 1 - Week 14)
Andrea Choo Qin Hui (0366959)
Minor Project / Bachelor of Design (Hons) in Creative Media
Yubari Expedio

INSTRUCTIONS

IMPORTANT LINKS

YUBARI EXPEDIO

             In this project we will have to work in mixed, multidisciplinary groups to develop an 
             innovative concept that offers unique solutions aligned with the United Nations 
             Sustainable Development Goals (UNSDG) for our chosen target audience. We will 
             conduct human-centered research to understand our audience’s needs and identify 
             their real problems. This includes empathy research, along with analysis reports 
             covering product or service functionality, effectiveness, technical innovations and 
             challenges, as well as aesthetics and design appreciation. Using these insights, we will 
             propose a solution that directly addresses the identified needs. All findings and ideas 
             will be presented through slides and a printed proposal.

Task 1 (Proposal Presentation)

             1. Executive Summary 
             We will present a clear overview of our project with our 'elevator pitch'. Then we will 
             have to explain why we are undertaking this project, what steps we will take to succeed, 
             what success will look like, and which UNSDGs we will address. We will also specify 
             which 4IR technology solution we will use to achieve our goals. 

             2. Background
             We will provide context by sharing a brief history of similar projects worldwide and 
             explaining why now is the right time to execute ours. We will highlight the gaps or 
             shortcomings in previous attempts, showing how our approach is different and more 
             effective. 

             3. Resources
             We will outline what we need to succeed, such as funding, materials, skilled personnel 
             and relevant 4IR technologies and how each resource will contribute to the project’s 
             success. 

             4. Solving the Problem(s) 
             We will have to define the problem we aim to solve and explain its importance and will 
             have to frame it as an opportunity, potential market or a strong case for investment, 
             linking it directly to specific UNSDG targets. We will emphasise our unique selling 
             point and how it positions us to solve the problem effectively, supported by relevant 
             project management methods, skillsets, and 4IR technologies. 

             5. Budget and Timeline
             We will have to provide a detailed timeline with milestones and deliverables to track 
             our progress. We will also have to present a clear budget, explaining how and why 
             funds will be spent to ensure the project is completed successfully.


             ・Executive Summary : 

Figure 1.1 Final Task 1 Executive Summary


             ・Contextual Research : 
Figure 2.1 My Contextual Research


Figure 2.2 Everyone's Contextual Research


             ・Persona : 
             
Figure 3.1 Draft Persona

Figure 3.2 Final Persona

             ・Data Collection : 
Figure 4.1 Survey Questions
Figure 4.2 Responses

             ・Define : 
             After collecting the data from the survey questions, we each wrote down the top 5 
             findings we each realised from the responses. 

Figure 5.1 Discovered Insights


             ・Problem Statement :
Figure 6.1 Problem Statement


             ・How Might We :
             Once the problem statement was formed, we proceeded to develop 'How Might We' 
             questions to guide our brainstorming process and explore potential solutions.

Figure 7.1 Forming How Might We Questions


             ・Design Direction :
             Since I was in charge of design direction, I decided to follow Yubari's brand identity, 
             minimalistic and straightforward. I created a moodboard, colour palette, typography 
             guidelines, and graphical elements to ensure consistency and uniformity throughout 
             the entire design process. 

Figure 7.1 Colour Palette(s) by Me

Figure 7.2 Moodboard #1 by Me
Figure 7.3 Moodboard #2 by Me

Figure 7.3 Logo Typeface

Figure 7.4 Heading Typeface

Figure 7.5 Body Typeface

Figure 7.3 Graphical Elements by Me


             ・Key Visuals :

Figure 8.1 Poster Design(s) #1 by Me

Figure 8.2 Poster Design(s) #2 by Me

Figure 8.3 Packaging Design(s) by Me

Figure 8.4 Post Layout

Figure 8.5 Website Landing Page

FINAL SUBMISSION FOR TASK 1

             Link to Proposal Slides

Task 2 (Design Development)

             ・Customer Journey Map :

Figure 9.1 Customer Journey Map

             ・New Design Direction :
             After receiving feedback, I decided to revamp our design direction, particularly the 
             graphical elements as they were considered too complex and not aligned with Yubari’s 
             minimalistic brand identity.

Figure 10.1 Moodboard #1 by Me

Figure 10.2 Moodboard #2 by Me

Figure 10.3 Colour Palette by Me

Figure 10.4 Logo Typeface

Figure 10.5 Heading Typeface

Figure 10.6 Body Typeface

Figure 10.7 Typeface Showcase

Figure 10.8 Graphical Elements by Me


             ・Touchpoints :
             We created the touchpoints based on each stage of the User Journey Map. For every 
             phase, we developed visuals and experiences that matched the user's mindset and 
             needs. This included designing elements like website interfaces, packaging, social 
             media content, and physical or digital promotional materials.

Figure 11.1 Yubari's Packaging Design #1 by Me

Figure 11.2 Yubari's Packaging Dieline #1 by Me
Figure 11.3 Yubari's Packaging Design #2 by Me

Figure 11.4 Yubari's Packaging Dieline #2 by Me

Figure 11.5 Yubari's Instagram Profile
Figure 11.6 Yubari's Instagram Post(s)

Figure 11.7 Yubari's Instagram Story
Figure 11.6 Yubari's TikTok Posts

Figure 11.8 Yubari's Website

Figure 11.9 Yubari's Booth Design by Me

             ・Yubari's Mockups :

Figure 12.1 Yubari's Sticker Pack

Figure 12.3 Yubari's Environmental Graphic(s) #1

Figure 12.3 Yubari's Environmental Graphic(s) #2

FINAL SUBMISSION FOR TASK 2


             Link to Final Presentation Slides


REFLECTIONS

Experience: Working in a group with 7 members was not the easiest, especially when more than half of them were in a different class. Therefore, making it difficult for us to meet face to face but we eventually did coordinate our timings and were able to meet a few times to discuss, other than that all our meetings were done online. In the beginning, it was confusing as we didn’t know what to do with our Miro board and kept getting some parts wrong. However, after receiving guidance from our lecturer, I gained a clearer understanding of how to organise the content properly. We began structuring our board more effectively, mapping out the user journey, adding relevant research findings, and visualising our design process step by step. This helped improve not only our workflow but also our communication as a team.

Observations: From the google form survey we did, we found that most respondents were young collectors who valued aesthetics, limited editions and collaborations with creators. Platforms like Pinterest and TikTok were key sources of inspiration. Users were more likely to engage with products that included free gifts, came in collections or had functional and visually appealing features. Quality, design and price played a big role in their purchase decisions. These insights guided our design direction, pushing us to focus on minimal yet eye-catching visuals.

Findings: Through this project, I found that combining user research with visual consistency is key to creating a meaningful design outcome. Using the Miro Board definitely helped us stay organised and focused, while feedback from both peers and our lecturer pushed us to refine our ideas. We learned the importance of aligning user needs with brand identity and how small design choices can impact user engagement. 


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