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REPORT
At the beginning of this week, I focussed on the ‘Get Visual’ aspect of the Ideation phase within ‘The Field Guide to Human-Centred Design’ (IDEO.org, 2015; IDEO.org, 2024a). The ‘Get Visual’ tool is an easy brainstorming method used to express ideas visually to clarify thoughts and allow more ideas to attach to what is now tangible. In my case, I sketched out drawings for the logo of my digital platform, ‘IMPA’. IMPA’s name derives from the word ‘Impartial’. I was fond of how the name was easy to pronounce and communicated the meaning of the word to my consumers, a hint of advocating for equity. Initially, I focussed on sketching a logo symbolic of one of the most common expressions of equity. The example is of three people of various heights watching an event from behind a fence, standing on top of an appropriate amount of boxes to allow each of them to have the same view (Blenkinsopp, n.d.).
Figure 1
Logo Sketches and Iteration
Note. This figure showcases a few ideas that I had came up with during the logo creation process. I fiddled with the dimension of the scales.
However, after receiving feedback, I realized that I needed help to communicate this idea and thus opted for a more straightforward approach: a scale to represent justice. I iterated on the dimensions of the scale to ensure that the logo looked comprehensible even when scaled down. Furthermore, I created a color palette using the website ‘Coolors’, where I could quickly test out shades on mock-up designs (Coolors, 2024). After finding complementary shades of off-white, red, orange, gray, and black, the process led me to having two color palettes as I struggled to choose one based on saturation.
Figure 2
Colour Palettes from 'Coolors'
Note. This figure displays the final choice of colours I had found for IMPA. The top colour palette is more saturated and bottom vice versa; appropriate mock ups are adjacent.
To prepare for my presentation with Diversity Works this week, I created a mockup advertisement to market mental health services to East Asians. In addition, I took on Diana’s advice in class, which was to create a ‘Value Proposition Canvas’ (VPC) to better understand my solution targetting before speaking to Diversity Works (B2B International, n.d.). The VPC is a framework consisting of a value map of how one’s product or service will directly provide gain creators and pain relievers for a customer profile. Unfortunately, I did not use my mockup because I had a limit of two presentation slides for my already slim two-minute presentation. Instead, I opted to have a slide showcasing the gains that IMPA will provide for my users: equitable job opportunities, workshop hires, and shifting paradigms towards mental health services. My presentation went smoothly; the feedback I received was to decide whether I was taking an organizational approach or an advocacy approach with my project.
Figure 3; Figure 4; Figure 5
'Your Wellbeing Matters' Mock Up; The Value Proposition Canvas; Diversity Works Presentation Slides
Lastly, I spent my spare design time this week on the ‘Create Frameworks’ tool from my design methodology (IDEO.org, 2024b). ‘Create Frameworks’ is a visual representation of a system used to understand data collected in the previous phase of the methodology. I used the tool for the data I gathered from my interviews and found four common themes: individuals valuing the idea of working together, lack of faith towards mental healthcare services due to family or stigma, poor self-perception due to stereotypes, and the normalization of racism within New Zealand.
Figure 6
'Create Frameworks' Ideation Tool from IDEO.org
Note. Each square represents important themes I had found from my interviews; notes within each.
RESPONDING
Creating my logo was quite fulfilling, as my goal from last week’s action plan was to focus on taking on constructive feedback by providing better prompts and questions. For my initial logo, I asked for multiple opinions. Although the majority stated that they enjoyed the idea behind the symbol, they would not have comprehended it without being told about its meaning. Thus, making me opt for a more blunt approach.
Additionally, I was pleased about finding my colour palette for the project and brand. I think red is a great colour to represent East Asians because it has meaning in each culture (Chinese, Japanese, and Korean). For example, red can symbolise the sun in China. Hence, the Ming emperors used red porcelain vessels for their annual ‘Altar of the Sun’ ceremonies (National Museum of Asian Art, n.d.). Although it is annoying that I struggle to decide between a more or less saturated colour palette, that is a better problem than deciding on completely different colours altogether.
Furthermore, I was delighted with how my Diversity Works presentation turned out. The partners told me that they liked how fleshed out my digital marketing plan is, as well as finding that the sources for my problem space are robust. However, after some time, I was unsure whether I wanted to take an organisational or advocacy approach to my project. Initially, I wanted to focus on both so that the value proposition of IMPA would be robust and provide enough incentives for both types of users (marginalised individuals and employers) to utilise the platform. Yet, doing so would spread my project thin, slightly making me anxious.
RELATING
The brand creation process for IMPA has been relatively smooth for me because of my Marketing background within the Commerce conjoint degree that I am also undertaking. I am incorporating the skills I have adopted from that degree and employing them in my design process. For example, with the mockup I created, I thought a lot about how I could influence consumer behaviour towards mental health services. In this case, I ended up using a severe approach with the headline, “Your Wellbeing Matters.” whilst the sentence beneath associates “success” with “access to help”. Furthermore, the background image of an East Asian woman speaking to a professional quickly evokes the impression that the advertisement is alluding to mental health services without explicitly stating it.
In addition to recycling my visual marketing skills in design, I applied theory using the VPC. This activity allowed me to recall my business skills, such as understanding whether consumers would purchase a good or service based on the utility that they receive from said good or service. In this case, without considering revenue and costs, IMPA provides enough value to both its target markets to warrant sustainability; however, I need to think of more value gains for employers, as IMPA would be competing against popular platforms such as LinkedIn and Glassdoor.
REASONING
The most important aspect of this week was utilizing the VPC for my project before presenting it to the Diversity Works partners. The reason for this is that it allowed me to justify IMPA’s existence for my audience and myself by contributing to society by providing value to marginalized users and employers. According to Rintamaki & Saarijarvi (2021), aligning customer and company perspectives is vital for wanting to differentiate from competitors. Once these connections are made, companies can set strategic goals to maximize this value between the parties. In this case of my project, I have identified three essential connections between IMPA and my marginalized users: job opportunities, workshops, and marketing campaigns. However, the authors question whether these values are competitive. Competitive customer value propositions stand out from the competition and should have a point of difference in how they are marketed.
I believe that IMPA does provide unique value in its proposition for pushing workshops and mental health services to East Asians, as there is a lack of focus in this target segment in today’s market. Yet, my value for job opportunities currently stands relatively weak, as I don’t believe that IMPA provides enough incentives for employers. There is an opportunity for me to find an economic reason for employers to join IMPA, likely through uncovering how big the untapped market is for marginalized East Asian job seekers in New Zealand.
RECONSTRUCTING
Based on my previous reflection stages, I have learned that I must strengthen IMPA's value proposition for employers. I must create value or incentives for employers to join my digital platform; otherwise, IMPA will not stand out when competing against thriving sites like LinkedIn and Glassdoor. In addition, I need to figure out if I want to take an organizational or advocacy approach with my project based on my feedback from the Diversity Works presentation. This will be important for my project because it will force me to alter the brand's aesthetics accordingly. Lastly, I want to finalize my colour palette for IMPA by choosing between the two different saturations. All these tasks should be completed by the end of next week to ensure that I am progressing well in my project.
REFERENCES
B2B International. (n.d.). What is the Value Proposition Canvas?
https://www.b2binternational.com/research/methods/faq/what-is-the-value-proposition-canvas/
Blenkinsopp. (n.d.). Equality Vs. Equity: What’s the Difference and Why Does it Matter? Recite Me.
https://reciteme.com/news/equality-v-
equity/#:~:text=Equity%20is%20providing%20a%20taller,to%20get%20a%20better%20view.
Coolors. (2024). The super fast color palettes generator! https://coolors.co/
IDEO.org. (2015). THE FIELD GUIDE TO HUMAN-CENTRED DESIGN.
https://www.designkit.org/resources/1.html
IDEO.org. (2024a). Get Visual. Design Kit. https://www.designkit.org/methods/get-visual.html
IDEO.org. (2024b). Create Frameworks. Design Kit. https://www.designkit.org/methods/create-frameworks.html
National Museum of Asian Art. (n.d.). Red. https://asia.si.edu/explore-art-culture/art-stories/colors/red/Rintamaki T., & Saarijarvi, H. (2021). An integrative framework for managing customer value propositions. Journal of Business Research,
134, 754-764. https://doi.org/10.1016/j.jbusres.2021.05.030
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