DIGITAL & SOCIAL MEDIA COMMUNICATION - PROJECT 2
27/09/19 - 25/10/19 (Week 5 - Week 9)
Yeap Phay Min (0331073)
Digital & Social Media Communication
Project 2 - Empathy Mapping & Persona
LECTURE NOTES
Project Brief
27/09/19 (Week 5)
In this week's class, we were given a brief on the objectives of the outcomes of the project.
Objectives
- To highlight our students' personal stories, journeys and experiences to inspire and excite our target audience.
- To promote and feature our Research & Enterprise capabilities, projects and researchers
- To share insights about Malaysia and our culture to international prospective students as well as to showcase the rich experiences they can gain from our Taylorian way of life.
We were then briefed on our second project, which required us to create different persona profiles.
04/10/19 (Week 6)
We had a visit to Growthops this week, in which we got to learn more about personas and how to build these profiles.
INSTRUCTIONS
27/09/19 - 11/10/19 (Week 5 - Week 7)
Throughout the weeks we continued to work on our personas, and compiled them in a set of slides. We did some empathy mapping just based on our assumptions, as well as a survey to collect data.
First attempts at the empathy mapping:
As for the survey, we brainstormed some questions that we could ask for both students and parents.
Questions for students:
Demographics
- What country are you from?
- What is your current education level? (High School, Pre-U, Undergraduate, Postgraduate)
- What course are you enrolled in, or interested in enrolling?
- Do you have any financial issues in regards to tuition fees?
- What are your main hobbies/interests ?
- Do you have any interests in joining any clubs and societies? If yes, what are they?
- What do you do on weekends? (Study, go out, chill at home)
- How would you describe your character? (Ambitious, Hardworking, Unmotivated, Introverted, Extroverted)
- What are the factors that affect your decision making? Opinions from friends/family, Campus life, Uni ranking, Campus facilities, Others)
- As a student, how interested are you in the university / college’s research capabilities?
Motivations
- What made you decide to enroll in Taylor’s University/College? (Uni ranking, Family, Location, Courses offered, education fairs, others)
- Were you already clear of what course to enroll in?
- What is the next course of action after deciding on the course? (Website, Visiting the campus, Getting opinions from people)
- How concerned are you with your studies? (Not concerned, Concerned, Very concerned)
- Does reading about student’s experiences increase your interest in enrolling?
- Have you ever visited the Taylor’s University /College website?
- Which site page do you often visit on the website? (Study, Campus life, Accomodations, Admissions and Aids, Others)
- Which country are you from?
- How is your family’s income? (Low, Middle, High, Prefer not to say)
- Are you concerned about the tuition fees?
- How would you describe your character in terms of parenting? (carefree, overprotective, strict, others)
- Do you take an interest in your child’s future career options?
- Does the reputation of the university such as ranking affect your decision?
- Are you concerned about the accessibility and amenities of the university/ college?
- What is the first thing you look forward to seeing on the university / college website?
- Do you play a part in your child’s choice of education?
- As a parent, how interested are you in the university / college’s research capabilities?
Link to survey: https://docs.google.com/forms/d/e/1FAIpQLSf4V3Yn_og7-zRqGL9atbEaWZA9OEVWW_8npBSz0r0U86FVVw/viewform
18/10/19 (Week 8)
On this day, we had to present our work.
Here is our first attempt (not final) of the personas:
After receiving feedback on the presentation given, we needed to make some changes to what we've previously done.
25/10/19 (Week 9)
Firstly, we were advised that we could do real life interviews for the empathy maps, as they would give us a more concrete idea of what these personas are like.
Updated empathy mapping (interviews):
Final outcome of the personas:
Final slides compilation:
FEEDBACK
18/10/19 (Week 8)
To make our personas better and stronger, we could collect more data through interviews for our empathy mapping, rather than doing it based on our assumptions. But overall, it is a good start.
REFLECTION
EXPERIENCE
In this project, we got to learn about empathy mapping and building personas which was quite interesting. Through this I got to learn about how a persona can be built, through research and also data collection.
OBSERVATION
I observed that there can be so many possibilities as to what sort if character you can build for a persona, but it is important to remember that these personas should be able to relate back to the brand, as well as the objectives so that is it more relevant.
FINDINGS
I found that it is important for a brand to have these personas, as it guides the brand to be able to create and design something that can accommodate to their needs, goals and pain points.
18/10/19 (Week 8)
On this day, we had to present our work.
Here is our first attempt (not final) of the personas:
After receiving feedback on the presentation given, we needed to make some changes to what we've previously done.
25/10/19 (Week 9)
Firstly, we were advised that we could do real life interviews for the empathy maps, as they would give us a more concrete idea of what these personas are like.
Updated empathy mapping (interviews):
Final outcome of the personas:
Final slides compilation:
FEEDBACK
18/10/19 (Week 8)
To make our personas better and stronger, we could collect more data through interviews for our empathy mapping, rather than doing it based on our assumptions. But overall, it is a good start.
REFLECTION
EXPERIENCE
In this project, we got to learn about empathy mapping and building personas which was quite interesting. Through this I got to learn about how a persona can be built, through research and also data collection.
OBSERVATION
I observed that there can be so many possibilities as to what sort if character you can build for a persona, but it is important to remember that these personas should be able to relate back to the brand, as well as the objectives so that is it more relevant.
FINDINGS
I found that it is important for a brand to have these personas, as it guides the brand to be able to create and design something that can accommodate to their needs, goals and pain points.
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