22/4/2025 - 8/8/2025 / Week 1 - Week 14
Angel Tan Xin Kei / 0356117
Minor Project / Bachelor of Design (Hons) in Creative Media
Final Compilation / Food Aid Impact Lab Project
⋆ ˚。⋆୨୧˚ Instruction˚୨୧⋆。˚ ⋆
Module Information Booklet
Minor Project
⋆ ˚。⋆୨୧˚ Task 1: Propose an innovative Project Proposal˚୨୧⋆。˚ ⋆
Week 1 // Introduction to the module
This week was focused on establishing the foundation for our learning journey.
During the module introductory session, Mr. Mike not only explained the module
rubric and assignment breakdown but also outlined the potential topics we
could choose for our projects.
For further clarity, we were shown examples from past students, which helped
illustrate the level of quality and creativity expected. Overall, this week
prepared me both mentally and practically for what’s ahead such as defining
problems, dealing with externals and designing proposal.
For our group project, we collaborated with students from the Friday
class, with Mr. Mike’s approval. This turned out to be a valuable
decision, as it allowed us to work with teammates from different
specialisations, bringing diverse skills and perspectives that enhanced
the quality and potential of our project.
Our team brought together a range of expertise:
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Lim En Yu – Digital Animation ( Group Leader )
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Angel Tan Xin Kei – UI/UX
- Phoon Yuk Guan – UI/UX
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Nurul Natasya – Graphic Design
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Nur Ameely Aysha Bt Zubir – Graphic Design
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Aliah Farhana Binti Mohd Fauzi – Graphic Design
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Safiya Abdul Rahim – Graphic Design
At first, we considered pursuing a night school project. However, after
further discussion and brainstorming, we agreed that focusing on food aid
would be more feasible and impactful. Food security and nutrition are both
urgent, multi-layered issues, making them a meaningful foundation for our
work. This decision set the tone for the entire project and guided us into
the research and planning phase.
Below is the outline for our chosen topic - Food Security and Nutrition : Food Aid Impact Lab
Client's Briefing Document
Week 2 // Empathy
This week marked the official start of our group project, building on our
introduction to design thinking and its human-centered approach. After
forming teams, my group selected the Food Aid Impact Lab as our focus,
aiming to support and improve initiatives for B40 communities.
A key moment was our briefing with representatives from Taylor’s Impact
Lab,Dr. Leong from the Food Science Department, provided valuable insights
into the food aid system, including ways it could better serve low-income
communities. After the vriefing, we learned about the project’s background
and its current outreach efforts. The discussion revealed several key
challenges, particularly the communication barriers between student
volunteers and community members due to cultural and language
differences. This guidance was instrumental in shaping our next
steps.
Mr.Mike asked us to focus on the contextual research thereby I have
conducted the background of Taylor's Impact Lab and Food Aid Foundation
and other related agencies information:
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My Contextual Research #1
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Week 3 // Empathy
With our topic finalized and following the external briefing, we
initiated preliminary research to understand the broader context of the
issue. This included early exploration to identify potential user groups
and frame the problem from their perspective. Mr. Mike provided a research
guideline that helped us structure our investigation and sharpen our
focus.
Mr. Mike's research guide
After consulting with Mr. Mike our first contextual reserch , he advised
us to conduct deeper research on food aid programs and better understand
the needs of our target users, especially those in the B40 community. He
highlighted the importance of empathy not just toward recipients but also
volunteers. We were encouraged to explore why some people resist nutrition
advice and to study successful food aid initiatives. Additionally, he
suggested looking into ways to raise awareness through influencers or
companies that have succeeded in similar outreach efforts. Mainly four
parts:
- Factors of why lack awareness of food aid program
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Factors of people resisting to join (lack of motivation and interest)
- Strategies to expand the awareness and engagement
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What company from same field are successful? What are the successful
way?
Below is my second contextual research:
My Contextual Research #2
I have detailed research on our client's to better understand their
current approach, identifying what makes them lacking, and how their strategy
compares to successful food aid organizations. Mr. Mike provided valuable
feedback, noting that the “Nutrition for All” campaign and the inclusion of
health screenings were strong ideas. These elements align well with our focus
on malnutrition, especially within B40 communities, as such screenings can
help individuals be aware of nutritional status and health needs.
Compilation of Group Contextual Research:
Week 4 // Define User Persona
We incorporated Mr. Mike’s feedback and began creating user personas for our
project. This process was essential in helping us grasp the varied needs of
our target audience. We drafted our initial user personas representing the
groups we believed would be involved in this community and its issues,
directing them towards our proposed solution. Our first draft identified Food
Aid Manager, B40 communities and canteen managers as key personas.
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First draft User Persona #1 : B40 Communities
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First draft User Persona #2 : canteen manager
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First draft User Persona #3 : Food Aid Manager
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However, Mr. Mike advised us to conduct further research and assess the
practicality of reaching these groups for data collection. He pointed out
that approaching canteen managers might be challenging, as access to primary
schools requires official approval. Aslo, the B40 communities are overly
exaggerating in certain points.This feedback highlighted the need to refine
our personas to ensure they are both relevant and realistically accessible
for our research.
Additionally, Mr. Mike encouraged us to further explore malnutrition programs
and consider how to integrate them more effectively into our food aid
strategy.I concentrated on deepening our understanding of malnutrition and
exploring ways to incorporate educational elements into the food aid
packages.
My Contextual Research #3
Week 5 // Refinement of Our User Persona
In this week, we had another insightful Q&A session with Dr. Leong,
which helped us further refine our understanding of the challenges faced
by food aid initiatives. Before that, we had prepared a set of Q&A
questions for Dr. Leong to clarify our uncertainties:
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Are we able to involve school as the examples that successful are
all school-based projects? The food is guaranteed to give out.
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Does the meal provided only include nuggets? Can it be a set meal
that is balanced in diet?
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If involving school, is the food pre-cooked or live-cooked? Can it
be pre-cooked because food aid has their central kitchen?
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Is it possible if we collaborate with the canteen and work on the
menu like Amanie Care Foundation?
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If we can’t execute the project at school, maybe we could target
adults and the community as well. The target place could change to
examples like hypermarkets or night markets.
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Have you ever considered school as one of the places that you can
go instead of PPR buildings?
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Can we collaborate with a local artist, maybe like Khairul Aming
or Uncle Roger, to increase the visibility of this project?
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Why does this project only aim for children and not together with
their parents?
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What else do you offer them for coming to the event instead of
nuggets? Can we propose to give a recipe card and a few other
goodies for them to bring back home?
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What kind of activities does Impact Lab provide for the children
during past events?
Week 5 Meeting with Dr.Leong
Following the meeting, Mr. Mike advised us to hold off on jumping
straight into solutions. Instead, he instructed us to first finalise our
user personas, outline our next steps, and decide on the type of survey
to conduct either a questionnaire or interviews.
Besides, we also finalised three key user personas for our
project: Food Aid Managers, Student Volunteers,
and Kindergarten Teachers. Below are detailed of
user persona:
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User Persona #1 : Food Aid Manager
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User Persona #2 : Kindergarten School Teacher
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User Persona #3 : Student Volunteer
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⋆ ˚。⋆୨୧˚ Task 2: Design Management Protocols with Industry Practice .˚୨୧⋆。˚ ⋆
Week 6 // Prepare Interview Questions
After finalising our user personas, we began identifying real individuals who fit these profiles, such as teachers, student volunteers, and food aid recipients. Then, we structured tailored interview questions for each user persona. Following Mr. Mike’s advice, we refined our interview questions to probe deeper into the issues most relevant to the communities we aimed to support.
Minor Project G4 Food Aid Interview Questions
We reached out to Dr. Leong to request contacts for student volunteers and sought kindergarten teachers through our own networks. Then, Mr Mike set up meeting for us to interview Food Aid Foundation Manager and sent the survey question for Martabat JPJ.
Student Volunteers Contact given by Dr Leong
Meanwhile, Mr. Mike tasked every group on conducting contextual research on specific real-world programs while waiting for Martabat JPJ reply the survey form..Then, our group distributed evenly where everyone got one topic:
- Jamie Oliver’s “Feed Me Better” Campaign (UK, 2005). Natasya
- Jamie Oliver’s Food Revolution (US, 2010). Aliah
- Brazil – School Feeding through the PNAE (National School Feeding Programme). Yuk Guan
- India – POSHAN Abhiyaan (National Nutrition Mission). En Yu
- Kenya – Mikono Yetu School Feeding Programme, Nairobi. Ameely
- United States – Special Supplemental Nutrition Program for Women, Infants, and Children.Angel
- Philippines – Gulayan sa Paaralan Program (School Garden Program). Safiya
For my part, I researched the WIC: USDA’s Special Supplemental Nutrition Program, examining how it supports nutritional needs and how its strategies might inspire elements of our own project.
My Contextual Research #4
Week 7 // Conduct Interview and Collect Data
We conducted interviews with three student volunteers, two kindergarten teachers, and a Food Aid General Manager to fine-tune our approach. This round of interviews focused on individuals with direct experience in food aid programs, particularly teachers and volunteers. Their feedback provided a clearer understanding of past successes and challenges, offering valuable insights that are now guiding the development of our own solution.
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Student Volunteers Interview |
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Food Aid Foundation Interview |
Week 8// Ideation
In Week 8, we received valuable feedback from Martabat PJ, shared with us by Dr. Leong. This feedback validated several of our earlier ideas and helped shape the final direction of our project. Following this, we began drafting our proposal and enhancing the visuals for our presentation to ensure our concept was communicated clearly and effectively.
Response from Martabat PJ
After collecting all the interview data, we summarised the findings into key themes and insights, highlighting recurring challenges, successful strategies, and potential opportunities to address in our project.
Key Findings of Student Volunteers and Kindergarten Teachers
Key Findings of
Food Aid Foundation and
Matabat PJ
Overview of Interview Key Findings

Week 9 // Presentation Preparation
Week 9 was a major step forward for our project as we focused on finalising our proposal. In preparation for presenting it to Dr. Leong next week, we worked closely together on the proposal slides in polishing the content, refining our ideas, and ensuring the visuals were clear, appealing, and aligned with our project’s message. Every team member contributed their skills, whether in design, writing, or concept development, to ensure our presentation would be both professional and impactful. Mr Mike liked our "Tak Mahal" campaign plan outline which I have designed as he found the “Tak Mahal Campaign” name catchy and memorable, while and asked our team to keep up with the direction.
Final Proposal Slides
Week 10 // Presentation
This week, we presented our proposal to Dr. Leong and were pleased to receive positive feedback. Dr. Leong was particularly impressed with the RM5 Meal Mystery Bag concept, which provides families with affordable, healthy ingredients and easy-to-follow recipe cards. Their encouraging comments gave us the confidence and motivation to move forward into the final phase of the project.
Week 10 Proposal Presentation with Mr. Mike and Dr.Leong
Compliment from Dr. Leong
Feedback from Dr. Leong
⋆ ˚。⋆୨୧˚ Task 3: Final Presentation of the Proposed Solution to a Panel of Reviewers˚୨୧⋆。˚ ⋆
Week 11 & 12 // Iteration Design on Customer and User Journey Map
In class, Mr. Mike explained the requirements for the user journey map and showed us an example of a Gantt chart from a senior’s project. He reminded us to plan the timeline carefully to avoid last-minute problems and ensure all tasks are completed on schedule.
For the customer journey map, we were tasked with dividing it into four target users and writing specifically for each one. When mapping the touchpoints, we needed to think through each stage from the user’s perspective and consider how our message would reach them. We also had to finalise the amount of content we planned to post and include it in the Gantt chart. Mr. Mike emphasised that the touchpoints in the customer journey map should be more detailed—especially in terms of quantity—so that customers can clearly see how their budget is being utilised.
For the final presentation, he suggested using AI to help create videos or storyboards for our animations, adding more impact to our visuals.
Customer Journey Map in Miro
Gantt Chart for Our Prototype Design ( Implementation Schedule)
Social Media Posts & Mock Ups
Here are the first version of the mock-ups and social media posts. We have completed all the materials needed and mentioned in the gantt chart like teaser posts, posters, vendor onboarding, reels storyboard etc.
Week 13 // Refinement of our Final Prototype
This week, we received feedback from Mr. Mike that our current moodboard was unclear and that its elements clashed with each other. He advised us to create a Miro board to decide on our art direction by compiling all potential moodboard references in one place. From there, we could select the most suitable images and develop clear art direction statements to ensure all future designs remain consistent.
The mascot and logo also required improvement, with multiple revised versions needed, as it lacked the structure and refinement seen in our reference logos. Our first step was to upload all design variations into Miro so we could view and compare them side by side.
We then needed to redefine the art direction and observe in the moodboard which style we like and seems more similar, thereby refine our mascot Rara to align with the chosen style, and redesign the graphic elements and logo. Additionally, the mock-ups and social media posts would need updating to match the new visual direction so that everything is cohesive,
Art Direction
Compilation of Previous Design
Updated Design
Week 14 // Final Adjustments and Preparation of Presentation
We rearrange the final presentation slides and ensure all designs share the same visual style. The Rara design can be further refined, and the storyboard should also match the same look and feel. As it is close to the final presentation, we need to wrap up the slides and finalise everything.
Final Presentation Slides
Feedback from Mr. Mike :
Final Presentation:
The presentation allowed us to showcase the dedication and effort behind the project, while also illustrating its potential to create a meaningful impact within the community.
Reflecting on the entire journey, I feel proud of the innovative approach we developed and the teamwork that brought it to life. This experience has strengthened my appreciation for thorough research, effective communication, and the role of design in tackling real-world issues.
Final Presentation with Mr. Mike and Dr.Leong
Project Tracking Document
Fig 2.31 Project Tracking Document
⋆ ˚。⋆୨୧˚ Feedback˚୨୧⋆。˚ ⋆
Week 3
- Food aid should not be limited to flats or low-income neighbourhoods.
- Both genders require nutritious food.
- Consider possible venues (e.g., PPR flats with halls, kindergartens).
- Focus on proposing the concept/idea behind the event to address malnutrition.
- Explore ways to source nutritious food.
- Too early for solutions—understand the client first.
- Local context: Are other organisations offering nutrition-focused aid? Are they successful? Learn from their mistakes.
- International context: Study successful cases (e.g., Jamie Oliver); same budget/ingredients but better recipes.
- Goal: Raise awareness and expand outreach—find out why people are unaware or resistant.
- Prepare meals on minimal budgets; highlight challenges in balancing cost and nutrition.
Week 4
- Boards should not contain solutions yet.
- Investigate why food aid’s malnutrition programs are not successful—awareness may be low.
- Need to integrate malnutrition programs into food aid efforts.
- Question: Is this why you are partnering with Taylor’s Impact Lab?
- Use case studies to answer questions.
- Impact Lab focuses on malnutrition—highlight this.
- Individual Board Feedback:
- En Yu: Emphasise malnutrition more.
- Angel: Specify programs; research “Nutrition for All” campaign.
- Yuk Guan: Focus on malnutrition-specific programs, not just food aid.
- Natasya: Look at WFP’s success in countries like the Philippines; note partnerships.
- Ameely: Explore Dapur Jalanan; school food fairs as solutions; ask food aid about past events for families.
- Farhana: Takaful is good; check if food aid has school access; target teachers’ and parents’ social media; research school food processes.
- Safiya: Question if food aid is nutritious; research school involvement; if schools aren’t viable, find alternative target locations (e.g., markets, hypermarkets).
Week 5
- Met with Dr. Leong for Q&A to clarify direction.
- Mr. Mike: Finalise user personas before solutions.
- List next steps and decide survey type (questionnaire or interview).
- Run survey ASAP; get questions reviewed first.
Week 6
- On the right track.
- Interview analysis acceptable—start sticky note findings.
Week 7
- Identify 5 themes after findings.
- “Why” statements should link to original problem statement.
- Add detailed descriptions to each “Why” statement.
Week 8
- Mr. Mike summarised “Why” statement into one sentence.
- Minor edits to problem statement for specificity.
- Choose 3 “How Might We” statements from insights (must be specific).
- Proceed with proposal using low-cost, scalable, community-based, culturally relevant solutions.
Week 9
- Add conclusion slide for contextual research.
- Problem statement: keep only the statement (no user/need/insight).
- Proceed with art direction; HMW solutions are fine.
- Develop brand identity: logo, typefaces, colour scheme, graphics.
- Apply branding to visuals with meaning/tagline explanation.
- No collaterals yet (company not confirmed).
- Expand implementation schedule—include campaign details, duration, references.
Week 10
- Proposal slides are fine, but logo needs rework:
- No development process or moodboard references.
- No variations before finalising.
- Dr. Leong: Idea is good; RM5 mystery bag with recipe card is actionable.
Week 11
- Mr. Mike: Explained user journey map requirements.
- Example Gantt chart shared—plan timeline carefully.
- Customer journey map: four target users; detail touchpoints by stage and user perspective.
- Confirm content amount and add to Gantt chart.
- For final presentation: consider AI-generated videos or storyboards.
Week 12
- Begin mock-ups and social media posts.
- Customer journey map touchpoints need more detail and quantity to show budget allocation.
Week 13
- Moodboard unclear; elements clash.
- Create Miro board for art direction—compile references, then write art direction statements.
- Redo and refine logo; ensure structure matches references.
Week 14
- All designs must be included in customer journey map.
- Maintain consistency in visuals (no shadows, uniform outlines, cohesive colour scheme).
- Increase Rara’s colour saturation for outdoor visibility.
- Storyboard: include human-like frame for real-life videos; keep style consistent.
- Arrange WhatsApp cooking series storyboard neatly.
- Place all designs in Miro for visual comparison.
⋆ ˚。⋆୨୧˚ Reflection˚୨୧⋆。˚ ⋆
Observation
Across fourteen weeks, I observed how a project’s direction can evolve and improve through continuous research, client interaction, and structured feedback. This was my first time working directly with an external client, so I paid close attention to how our lecturers guided us in balancing creative ideas with realistic implementation. From the start, Mr. Mike emphasised the importance of understanding our users before rushing into solutions, which made me realise that empathy is not just a design-thinking buzzword, but a crucial foundation for impactful work. Through client briefings, case study analysis, and user interviews, I noticed that successful food aid programs are never “one-size-fits-all.” They require tailoring to specific communities, careful selection of target groups, and a clear communication strategy. Observing my team handle challenges, such as refining our moodboard multiple times or adjusting our user personas when access to certain stakeholders was unrealistic, reinforced the importance of adaptability and keeping the project grounded in real-world constraints.
Experience
Working on the Food Aid Impact Lab project was both challenging and rewarding, especially as it was my first experience working with a real client. At the start, I was quite nervous during meetings with Dr. Leong and the Food Aid Foundation, unsure if our ideas would meet their expectations. However, through teamwork and preparation, we gradually built our confidence. One of my proudest moments was when Mr. Mike found my “Tak Mahal Campaign” name catchy and memorable, and when Dr. Leong praised our RM5 Meal Mystery Bag concept for being affordable and actionable. I also felt a sense of pride seeing our Rara mascot design become a key part of the brand identity after multiple refinements. These milestones were made possible because every teammate contributed their skills whether it was research, design, writing, or presentation prep. There were times when feedback meant we had to redo large portions of work, but we handled it together, and I learned how crucial it is to communicate openly and support each other in a team environment.
Findings
Through this project, I learned that impactful solutions require more than just creative ideas,they must also be practical, scalable, and rooted in a deep understanding of the community’s needs. Our research findings showed that malnutrition issues in B40 communities are not only about food availability, but also about awareness, education, and accessibility. Studying both local and international case studies helped us identify patterns in successful programs, such as using simple, budget-friendly recipes, partnering with schools or local organisations, and making nutrition education engaging for families. I also realised the power of stakeholder feedback; insights from student volunteers, kindergarten teachers, and the Food Aid General Manager directly shaped our final proposal. Most importantly, I found that my nervousness at the start turned into pride by the end not just because our ideas like the Tak Mahal Campaign, Rara mascot, and RM5 Meal Mystery Bag were well-received, but because I had grown in confidence and collaboration skills. I’m grateful to my teammates for their hard work, creativity, and support, which made this project not only a learning experience but also something I will look back on with pride.
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