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Major Project I

04/02/2025 - 04/04/2025 / Week 1 - Week 8
Joey Lok Wai San / 0350857
Major Project I  / Bachelor of Design (Hons) in Creative Media 
Final Compilation


TABLE OF CONTENTS

INSTRUCTIONS


https://drive.google.com/file/d/1ROU2Ob1VCMoZ_jHq5B2nLxh05A5rAlab/preview

Module Briefing
During the first week of classes, we were briefed on the module. This module is our Final Year Project (FYP), which is divided into two phases: Major Project 1 and Major Project 2. We were tasked to form groups of 4 and choose a concept to work on that fits within our field of specialization (UI/UX).


https://drive.google.com/file/d/1ksIfbHf1cBxEOQSwO56C35Axin2gshIO/preview


IMPORTANT LINKS
  • MIRO Board
  • Final Task 1 
  • Final Task 2 
  • Final Task 3 

Task 1: Proposal Development

In the first week of this module, we were tasked to get into groups of 4 to carry out our project. Following the design thinking process, Major Project I only covers the stages: Empathise, Define and Ideate. The first assignment was to do some contextual research and carry out user research through interviews. 
  • Project title, group name, timeline, project development plan.
  • Identify problem/issue, project aim and objectives, targeted users.
  • How Might We Statement
  • Conduct User Research - prepare interview guide/questions
  • Each team member must interview at least 3 targeted users (proof of individual work)
  • Synthesize interview data using Affinity Diagram


Fig. 1.1 Task 1 Expected Deliverables 

On the first day, we formed a group of four in our field of specialization, UI/UX. Our group decided on the name "Major Pro(crastinators)" - which was taken from our WhatsApp group chat name.

Group Members:
  1. Alefiya Hassanally
  2. Iman Mikudim
  3. Joey Lok Wai San
  4. Reema Hamza

Brainstorming Topics
After the lecture and overview of the module, we went on to our tutorial class based on our specialization. Dr. Wong gave us a more detailed brief on the projects required from UI/UX. Our group then started to discuss and brainstorm concept ideas that we would like to develop into a final outcome.

Initially, we came up with the topics of "Skincare", "Addiction & Recovery", "Relationship Connections", "Forgotten Clothes". Our plan for most of these was to develop an app and/or website, as it would be the simplest route to take. We explored these ideas by writing short descriptions and giving some research statistics. This was essential as we planned to present all the ideas to Mr. Nedumaran for feedback. 

After further discussion amongst ourselves and our supervisor, Mr. Nedumaran, we decided on developing a game instead. From here, we brainstormed more topics such as "The 5 Stages of Grief", "Sleep & Insomnia", "Disabilities", "Fake News", "Child Rights & Protection".

Fig. 1.1 Brainstorming Topics/ Problems, Week 1

We got another round of feedback from our supervisor on which idea would be best to develop, especially in the direction of a game. We also discussed among ourselves our favorite topic by holding a vote.

Based on all this and approval from our supervisor, we chose the following topic:
"Sleep - Insomnia".

1) Group Details
One of the first things we had to settle for Task 1 was our group details. This included our group name and project title. Since our topic was "Insomnia", we decided our project title along the lines of that. Some of the ideas we had were The 3AM Visitor, Dreamless, and Shadows of the Mind. 

We finalized our project title as:
"Eyes Wide Open"


Fig. 1.2 Group Details, Week 1

2) Project Timeline & Project Development Plan
We created a project timeline as well as a detailed project development plan to ensure we were on schedule. This was a short semester, so there was no time to procrastinate, or we would be dead *sobbing*. We divided the work among ourselves for the tasks we had every week so that the workload was evenly distributed.


Fig. 1.3 Project Timeline, Week 1


Fig. 1.4 Project Development Plan, Week 1

3) Project Details
When our topic was approved by our supervisor, we worked on identifying our problem statement, project aim and objectives, target users and 'How Might We' statements. Developing this early on would provide a clear direction for our project. 

This was refined throughout the first few weeks, especially to make the problem statement and project aims and objectives more general to the topic rather than focused on a game. We also adjusted the How Might We statements after realizing some were too similar. 

Fig. 1.5 Project Details, Week 1

Problem Statement
  • Insomnia and sleep deprivation are common issues that affect mental and physical health, yet many people lack awareness of their impact. Traditional methods of raising awareness about sleep disorders can be unengaging, making it difficult to convey the struggles faced by those affected. There is a need for more immersive and engaging ways to help people understand the experience of insomnia through storytelling, visuals, and interactive engagement.
Project Aim
  • To create an engaging and educational experience that raises awareness about insomnia by immersing players in a dreamlike, nightmarish world that reflects the struggles of sleep deprivation.
Project Objectives
  1. Develop a surreal and immersive environment that reflects the effects of insomnia.
  2. Use interactive elements to represent sleep struggles
  3. Craft a narrative that explores the emotional and psychological impact of insomnia.
  4. Ensure a compelling and informative experience that effectively conveys the struggles of insomnia.
HMW (How Might We) Statements
  • How might we create engaging and realistic content for the public so that it highlights the impact of insomnia on daily life and well-being?
  • How might we design immersive and interactive storytelling for the public so that they can empathize with the real-life challenges of living with insomnia?
  • How might we develop relatable experiences and content for people with insomnia so that they feel seen, understood, and encouraged to seek help?
Target Audience
  • Students & Working Adults: High stress, irregular schedules, and screen exposure contribute to poor sleep; 60% of college students and 75% of high schoolers experience sleep deprivation.
  • Women (Pregnant, Menopausal, or Working Mothers): Hormonal changes and stress impact sleep quality.
  • Individuals with Medical Conditions: Diabetes, PTSD, depression, and schizophrenia can cause chronic sleep issues.
  • Elderly with Sleep Disorders: Health conditions and medications often disrupt sleep; 62% of adults report poor sleep quality.

4) Contextual Research
The contextual research was a vital part of our project as this would give us a basic understanding of insomnia, the target audience, market research and existing games to draw inspiration from. We divided the research amongst ourselves. 

Fig. 1.6 Overall Contextual Research, Week 2

We added on to our contextual research throughout Task 1 as we gathered more data here and there, as well as to fill in any missing gaps in our research process. I went a little insane and just did a bunch of extra research for fun. 


Fig. 1.7 Contextual Research, Week 2

5) User Research - Questions
At the same time we were doing our contextual research, we began creating questions for our user survey and interview. We decided to conduct two research methods to gather a better understanding of people's experience with insomnia and what product they would want to see, as well as what would make a good experience and gameplay.


Fig. 2.1 User Survey Questions, Week 2


Fig. 2.2 User Interview Questions, Week 2

Before distributing the survey and conducting the interviews, we did several rounds of refining our questions. By doing this, we ensured there weren't any repetitive questions to avoid getting repetitive responses, being more specific with questions and to ensure there were follow-ups to certain questions that required more detail. The refinement process ensured that our data was reliable and gathered the data we needed for the following parts of our project.


6) User Research - Survey Distribution & Conducting Interviews
The survey was distributed using this survey link from Google Forms: https://forms.gle/8cjqGSj3jexnUucd6. It was distributed on social media as well as to students on Taylor’s University campus. 

Fig. 2.3 Survey Questions in Google Form, Week 2


Fig. 2.4 User Survey Distribution, Week 2

The interviews were sourced through asking family and friends if they have experienced insomnia. When we identified our interviewees, we conducted them in a span of a few days. I interviewed my friends and family: Han, Mike, Megan and Sally. Han and Megan are students who experienced insomnia, Mike is a working adult who used to have insomnia due to stress, and Sally is an elderly person who experiences sleep issues and insomnia regularly.
 
This information is important for the next stage, which is to analyse our data and synthesise it in an Affinity Diagram to identify patterns.

Fig. 2.5 Conducting User Interviews, Week 3

7) User Research - Data Analysis

Survey
The survey collected 85 responses. We analysed the responses for each question. 

Our target responses ranged from 80 to 100 respondents. Saturation occurs when we have enough data to draw conclusions, and additional responses no longer provide new insights. A range of 80 to 100 responses is generally considered good for a survey because it provides a substantial sample size. This allows for reliable results with a lower margin of error, ensuring that the data collected is more likely to accurately represent the target population. Responses who "Never" experienced insomnia were not considered in the analysis / did not have an effect on the responses gathered

Fig. 2.6 Survey Responses & Analysis, Week 3

Interview
We interviewed 14 people in total through both online and physical interviews. We did a summary of what we understood and gathered from our interviews. 

Interviewees described insomnia as an inability to rest despite being tired, often caused by stress, overthinking, or a heavy workload. Some resort to scrolling on their phones or watching shows until they eventually fall asleep, while others have tried stretching, relaxation techniques, or even medication, with varying success. The most frustrating aspects include fatigue, reduced productivity, and a cycle of exhaustion. Healthy sleep is generally seen as having a consistent schedule with at least 5–8 hours of rest, but many struggle to achieve it. Interviewees preferred apps or games over articles, however, available apps are too similar to one another. Respondents want a game that reflects insomnia’s effects, incorporating time loops, hallucinations, and slow reactions. Possible endings include an endless loop or complete mental deterioration. Rewards for healthy sleep habits encourage better habits.

Fig. 2.7 All Interview Responses & Analysis, Week 3


Fig. 2.8 My Interview Transcripts, Week 3

8) User Research - Affinity Diagram
Another part of the analysis was creating an Affinity Diagram. We did the Affinity Diagram for both our survey and interview. At first, we were quite confused about what to do for the diagram, but then we realized it was what we learned from our Minor Project last semester. 

As a group, we did our Affinity Diagram:
  1. Each member contributed ideas from the survey/ interview into key points
  2. Sort similar points into groups
  3. Gave a theme to each group 
  4. Analyse patterns to form user insights 

Fig. 2.9 Affinity Diagram - Survey, Week 3

For the interviews, each person wrote down a summary of key points from their interviews. From there, we combined them into similar groups of ideas. Next we labelled the groups with relevant themes.


Fig. 2.10 Affinity Diagram - Interview, Week 3

Final Task 1: Proposal Development 

Task 1 - Google Drive
Task 1 - Presentation Slides
Click here for the Canva link! 


Fig. 3.1 Task 1: Proposal Development - Presentation Slides

Task 1 - Presentation Video  
Click here for the Video Presentation!


Fig. 3.2 Task 1: Proposal Development - Presentation Video

MIRO Board 


Fig. 3.3 MIRO Board


Task 2: Design Proposition

After the completion of Task 1, we moved on to Task 2, where we were expected to complete the Define stage of the design process. 
  • Continue developing user insights and data from user interviews
  • Develop User Personas based on user research data
  • Develop User Journey Map

1) User Insights 
Upon completing all data collection and analysis, we moved on to developing user insights from our user interviewers.

Affinity Diagram
It was here that we realized the Affinity Diagram for Task 1 was supposed to be individual, and Task 2 was supposed to be a group effort. Therefore, for this task, we developed individual Affinity Diagrams as suggested by our supervisor. 

"You need to do the user research synthesis from all group members' user interviews, which you already did in the previous task. Therefore, for Task 2, you can focus on the user research synthesis for individual user interviews."

Fig. 4.1 Individual Interview Affinity Diagram & Summary, Week 4

After each of us did our individual affinity diagrams, we decided to improve on our group affinity diagram shown in Fig. 2.10. 

This time around, our affinity diagram is much more detailed and refined. Within each category, there are sub-categories to better help us identify reoccurring ideas. The affinity diagram summarised our findings easily, which will help us in the future when referring back to our research.

Fig. 4.2 Final Updated Interview Affinity Diagram, Week 4

Empathy Map
The empathy map was done as a group based on what we understood during our interviews. It is not required to do, but we still did it anyways, just like we did during Minor Project. An empathy map is a visual tool used to understand a user's perspective by capturing their thoughts, feelings, behaviors, and needs in a structured format. 


Fig. 4.3 Empathy Map, Week 4

User Insights Summary
Last but not least, I summarized all the data analysis and user insights we gathered into a few sticky notes and bullet points. This helps to gather all our main ideas so we can look back on in the future when we develop our game. 


Fig. 4.4 User Insights Summary, Week 4

2) User Personas
To create our user personas, we based them on the demographics of people we interviewed with insomnia, as this would provide us with a richer set of data on which to base our project. The user personas we created were:
  1. Student
  2. Working Adult
  3. Fresh Graduate
  4. Mental Health Disorders
The genders and ages of these user personas were based on the interviews we conducted to achieve a more accurate persona. We then based the user persona description, goals, needs, pain points and interests based on what we understood from the data collected.

Fig. 5.1 User Persona 1 - Student, Week 4


Fig. 5.2 User Persona 2 - Working Adult, Week 4


Fig. 5.3 User Persona 3 - Fresh Graduate, Week 4


Fig. 5.4 User Persona 4 - Mental Health Disorders, Week 4

3) User Journey Map - Based on User Personas
The user journey map was by far one of the most confusing parts for us. Due to the fact that we were creating a game, we were very unsure of how to make the user journey map without all the features.

After consultation with our supervisor and Mr. Razif, we came to this conclusion. We would do a user journey for each user's experience with insomnia. We would then make another journey map with the stages of the game - based on existing games/ apps of our topic.

These are the user journey maps based on the user personas:

Fig. 5.5 User Journey Map 1 - Student, Week 5

Fig. 5.6 User Journey Map 2 - Working Adult, Week 5

Fig. 5.7 User Journey Map 3 - Fresh Graduate, Week 5

Fig. 5.8 User Journey Map 4 - Mental Health Disorders, Week 5

4) User Journey Map - Based on Existing Games
This is the user journey map based on existing games. We based this on our competitive analysis research, mostly comparing it to the game "Little Nightmares". The user journey map is the stages users go through when playing a typical 2D platformer game. 

The user journey map will be updated accordingly when we develop the actual game.

Fig. 5.9 User Journey Map based on Existing Games, Week 5

Task 2 - Presentation Slides
Click here for the Canva link! 


Fig. 6.1 Task 2: Design Preposition - Presentation Slides


Task 3: Concept Presentation

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  • Brainstorm ideations using storyboarding/sketches
  • Design inspiration from other design resources/ websites for ideations
  • Develop User Flow Diagram
  • Design a Design Guideline
  • Initial Low Fidelity Prototype

FEEDBACK

Please refer to the attached document below for the weekly consultation/ meeting log.

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REFLECTION

Experience
Initially, we all thought this would be individual work just as our seniors - but there was probably way too many students so a group it is

Observations
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Findings
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