Research & Communication — Learning Summary

(Source from internet) Communications

Time flies so fast, the first module of the course finally comes to an end. During these eight weeks, in the research and communication class we have gained many new ideas of business models, research and analysis methods that we can uses in our career.

Still remember the first day of class, we were given a question — “What is communication?”.

That brought up the core messages and echoes with the idea of the module, Research and Communication. It was the first time for me to understand the structure and get in touch with different types of communication models, I am sure that the theory of Two-Way Model Communication pattern is always one of the most thoughtful concept that I learnt from the class, and that’s definitely something that could be adopt into different field of business.

(Source from internet) Customer-based brand equity pyramid

Another method that inspired me a lot is the Customer-based brand equity pyramid. It was also my first time to touch base with this analysing tool, I am impressed by the theory behind that pyramid — which helps to define how does the brand relevant to consumers needs and wants, how did the access brand materials distinctive with other competitors, the performance and the salience of the brand etc.

It is amazing to learn how a small diagram can define two different perspectives from the company itself and from the user, also leading to an in-depth study of knowing which essence drives the brand equity to happen.

(Source from internet) Design Thinking

And of course, the favourite one from my top three list would be the 3Is — Innovation, Integration, Imagination.

Design is to create something that focuses on problem solving, improves people’s quality of life and brings convenience to their daily lives, the above 3Is have simply depicted three intrinsic elements of what a great design should have, or in other ways, what makes a design great.

It is also a good concept that we can associate with real life service design or interaction design studies, and see how traditional work can be adopted in the new generation and generate various combinations by utilising future technology + suitability design.

Final Project — Yu Lan Cultural Festival

(Source from internet) Yu Lan Cultural Festival

Throughout the course, we have been given a lot of opportunities on doing collaborations, case studies and research on different brands’ business models such as Zeek, Bless, Ocean Park, Ambi Labs, Casetify and Dxomark etc. And for our finals, we were assigned to work on an experience reimagination for a brand/event, which also needed to gather up all of our learning from this course.

Our team has chosen to revamp Yu Lan Cultural Festival, which is a three days annual event that is held during the seventh lunar month since 2016 in order to continue the traditions of Yu Lan Festival(also known as Hungry Ghost Festival or Chungyuan Festival), and to carry out ancestral worship ceremonies. Various traditional activities were adopted into events, such as Chiu Chow operas for thanksgiving to the deities, auctioning auspicious objects and distributing auspicious rice, burning Ghost King effigies and paper offerings etc.

However due to the limited communication channels promotions and the event did not receive enough awareness, the core message could not convey to the target audiences successfully. The visual approach of the event touch points were not align and not showing cohesiveness, plus many of the visuals adaptation were not very on trend and outdated, which caused a result of seeing a significant drop in visitors every year.

Group project — KV for new Yu Lan Cultural Festival

To increase the event awareness and keep the traditions at the same time, our team has decided to redesign the identity of the event, redefining the original goal of tradition Yu Lan Festival and retargeting the audience segment. It is aimed to continue the traditions of the cultural heritage, emphasising the core objective with the promotion and to attract the new art generation and culture lover.

We first begin with doing in-depth research of the traditional Yu Lan Festival — to define the origin, how the crowd changed their attitude due to disaster and wars, and understanding how other countries celebrate this traditional festival. We noticed that Hong Konger often have negative impression to the Yu Lan Festival, since the festival in held in lunar seventh month(traditional regarded as the “Ghost Month”), and there are too many horrible legend stories related to ghosts or spirits, that makes people don’t want to attend the festival or even go on street at night in time period.

In order to increase the user engagement, culture awareness and carry the traditions, we have created a brand new identity for the event — Yu Lan Cultural Festival.

Group project — Event Programme selection

This will be a three days event that proceeds in mid August(lunar seventh month). Besides tradition activities including Chiu Chow operas, burning effigies and paper offerings, distributing auspicious rice and auctioning auspicious objects, the event will also include Chiu Chow snacks cooking workshop, AR game and traditional Chiu Chow snacks stall etc, which aimed to bring the most original Yu Lan Festival to live and share the experience of the festival together.

Group project — Social Media Approach

Nevertheless, a new design approach on social media channels will be adopted to increase social awareness. Posts and stories will be posted since the event pre-launch period and used as a platform on increasing user interaction and engagement. The content of the post would be about the history of the traditional event, the origin, the concept of the new approach, the event content and some behind the scenes images, in order to track audience attention and increase their interest in the event.

Overall, I think it was a memorable journey for me, and I am so glad to have a chance to work with so many amazing people in this class. I believed that seeing others work and presentations could always help to know yourself better — and to define your strength and weakness.

It is always grateful to know experts from other fields, listen to their opinions and learn from their specialties. I believe this is the only way to truly improve skills to learn them through hands-on projects, to study on different briefs, to interact with different parties and seniors, learn from them and apply it to the work right away. At the end of day you will find out that you have suddenly improved and you’ve learn much faster than before.