DIGITAL & SOCIAL MEDIA COMMUNICATION | PROJECT 2
Yeoh Xiao Shi (0331577)
Digital & Social Media Communication
Project 2
INSTRUCTIONS
PROJECT 2
Empathy Mapping & Persona (Week 5 - Week 9)
Week 5 - Week 7 (27/09/19 - 11/10/19)
In week 5, our client from Taylor's digital marketing team came to the class and brief us on the objectives of the project. The three objectives are to highlight the students' personal stories, journeys and experiences to inspire and excite the target audience, to promote and feature Research & Enterprise capabilities, projects and researchers and lastly to share insights about Malaysia and our culture to international prospective students as well as to showcase the rich experiences they can gain from Taylorian way of life.
Then, we were also given a brief on the second project which we need to create a set of personas profile including 4 Key Photo-Personas, their characteristics, goals and pain points.
Embedded PDF of Project Brief.
To start, we come up with a list of possible survey questions for both students and parents. Once the questions were finalised, we compile them into a Google form and sending out to collect the data. Moving on from that, we make use of the data collected and start creating the personas.
Embedded PDF of Possible Survey Questions.
Week 8 (18/10/19)
In today class, we have to present the persona that we have created based on the three objectives to the client. With the feedback received, we would also need to make some minor changes to our slides.
Here is our first attempt of the personas below.
Embedded PDF of Project 2 Slides. (First Attempt)
Week 9 (25/10/19)
Through the feedback received in the previous class, we were advised to find some people we close with and interview them to strengthen the reliability of the data. Also, we were told that we missed out to target the researcher. Therefore, we need to add all those into the slides before the submission.
Here are our final attempt for the personas below.
Embedded PDF of Project 2 Slides. (Final)
REFLECTION
Experiences
For this project, we will need to come up with a set of personas. We started it by conducting an online survey to be sent out to our friends study in Taylor's and an email interview with our lecturer to collect the data. Also, we did some research in supporting the data collected.
Observations
I observed that the questions prepared for the online survey are too fundamental, and it doesn't help much in developing the persona. Therefore, I used the people that close to me as the reference to develop the persona. Besides, I noticed our group missed out one of the objectives after receiving feedback from the client. Hence, we need to add in before submission.
Findings
I learned that the process of developing personas is important. Through this, we are able to create a representative for our larger target audience and understand the consumer needs, which bring more focused outcomes.
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