Major Project 1 - Task 2: Design Proposition
Major Project 1
Task 2: Design Proposition
Index
Instructions
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| Fig1.1 Task 2 |
Week 4: In-depth Interview Analysis and User Persona Development
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| Fig1.2 User Persona |
With interviews of 12 participants completed, we entered the critical phase of data analysis. To systematically process this rich information, we first categorized and simplified the interview results, identifying key patterns and themes.
We employed two main classification criteria: professional crafters and the general public. Through deep analysis of the interview data, we identified a total of 8 distinct user personas, representing various potential user groups who interact with Wayang Kulit and Baba Nyonya culture.
These personas encompassed people of different age groups, professional backgrounds, and levels of cultural interest. Each persona included detailed demographic information, behavioral patterns, needs, challenges, and goals, providing clear guidance for our design decisions.
After completing the classification, tasks were distributed among team members, with each person responsible for developing and refining specific personas. This division of labor ensured that we could thoroughly research the characteristics of each persona within our limited timeframe, while also allowing each team member to fully utilize their expertise.
Through this process, we not only organized a substantial amount of raw data but, more importantly, transformed these data into actionable design insights, establishing a solid foundation for the next phase of our project.
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| Fig1.3 User Journey Map |
During this phase, my primary task was to create User Personas and User Journey Maps. I was responsible for developing two specific personas: a Traditional Crafter and a Cultural Enthusiast.
User Persona Development
For each persona, I detailed the following elements:
- Profile: Basic information including age, occupation, educational background
- User Description: A brief narrative of their life background and relationship with cultural heritage
- Motivations & Goals: Internal drivers that motivate them to participate in cultural preservation activities
- Needs & Pain Points: Challenges and difficulties they encounter during their participation
- Scenarios: Specific contexts in which they might engage with cultural activities
- Characteristics: Personality and behavioral traits
- Attitudes & Values: Their perspectives on and level of appreciation for cultural heritage
Finally, I summarized a Key Code for each persona, which highly encapsulates the core psychology and behavioral patterns of that character, serving as a key indicator for design reference.
User Journey Mapping
Based on the created personas, I developed detailed user journey maps:
First User: Halim (Traditional Crafter)
The scenario designed for Halim involves him serving as an advisor to a robotics competition team, guiding them on how to incorporate shadow puppet elements into their robot design, showcasing traditional art forms through modern technology.
Danish's scenario involves his plan to create an innovative film incorporating shadow puppet elements, aimed at attracting younger generations to understand and appreciate Malay cultural heritage.
In each user journey map, I analyzed five key steps, with each step including:
- User Actions: Specific actions taken by the user at that stage
- Touch Points: Channels and methods through which the user interacts with the product or service
- Emotions: The user's emotional experience at that stage
- Pain Points: Difficulties and challenges encountered by the user at that stage
- Possible Solutions: Potential improvement suggestions targeting the pain points
These user journey maps not only helped us understand the behavioral patterns and needs of our target users but also provided valuable insights and direction for subsequent design solutions.
FeedBack
Reflections
The process of creating User Personas gave me a profound appreciation for the complexity and meticulousness of this work. We needed to balance multiple considerations: on one hand, protecting interviewees' privacy by avoiding the use of real names and photographs; on the other hand, comprehensively capturing their characteristics and accurately reflecting insights gained from interviews.
Our group faced a unique challenge as we interviewed a diverse range of professionals and ordinary citizens, collecting richly varied data. This diversity made our observations more complex but also enabled us to create more comprehensive and representative personas. As a result, we developed more user personas than typical projects, with each persona representing different ways of interacting with cultural heritage and different motivations.
As for creating User Journey Maps, this presented a particularly interesting challenge. Dr. Wong gave us important advice: don't be constrained by conventional thinking patterns. He encouraged us to envision non-traditional user journeys, avoiding the situation where all journeys follow a similar "problem-solution-success" pattern. For example, a user might be inspired by a cultural element but end up with a completely unexpected outcome; or they might experience failure but learn valuable lessons; or they might become confused, which could motivate them to conduct deeper research.
This open-minded thinking greatly enriched our user journey maps. By exploring different emotional trajectories and outcomes, we were able to more authentically reflect the complexity of people's interactions with cultural heritage. This not only made our journey maps more vivid and diverse but also provided richer perspectives and possibilities for subsequent design solutions.
This process taught me that excellent design research should focus not only on success stories and ideal paths but also consider various possible scenarios, including those that are less than perfect or unexpected. This comprehensive perspective can help us develop more inclusive and adaptable design solutions.
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