Minor Project
April 21, 2025 - (Week 1 - Week 7)
Linchenyi/ 0367008
Graphic design/Bachelor of Design in Creative Media
Minor Project
Project Proposal
Below is the link to our team's Miro account, where our weekly progress will be displayed：
https://miro.com/app/board/uXjVI78F75g=/
2) Background Research
Everyone in our group initially conducted background research and understanding of the Continental brand.
Here are the background research materials I found and my insights into this tire brand.
The final user portrait is:
The coaching feedback indicated that we needed to:
- Clarify the type of vehicle the tire we were researching was suitable for (EV, MPV, regular sedan, etc.);
- Select specific groups of people who would purchase this tire and create three personas around them;
- Arrange in-depth interviews with at least five real-life individuals who fit the persona profiles.
Content distribution for the team:
4) Persona Research
We focused on organizing and confirming the interview subject list on Miro and preparing the corresponding interview questions and process. Team members divided the work to find interview subjects that matched different persona characteristics, ensuring the diversity and authenticity of the data sources.
We ultimately decided on the following interview content:
Entering the actual interview phase, the instructor emphasized the need to address potential negative reactions from interviewees and guide them in expressing deeper insights. Furthermore, while questionnaires are highly efficient, at this stage we can only rely on in-depth interviews to collect qualitative data.
Assign Content
Task Delegation
Standboard (leading to booth)
- Hanson
Banner (leading to booth)
- Suet Yee
Exhibition booth design
- Shengxiao
- Chenyi
Infographic about rolling resistance
- Guoyi
UI screen to explain rolling resistance
- Mei Hui
Reward standboard (post ig + hashtag to get free gift)
- Emily
The key is to ensure our team has a shared understanding of the concept and plan how to present it visually.
Feedback:
The content must help viewers understand how the product can save them time and money;
- Use animations, interactive websites, and other methods to enhance the visualization of engineering data;
- Imagine exciting elements in the exhibition and simultaneously develop a social media promotional strategy;
- Plan the customer journey, from online engagement to booth experience and actual purchase;
- Begin preparations for SketchUp modeling of the booth.
We further refined the conception of the exhibition journey, including:
- Creating unique social media content (Reels, Posts) for each persona to enhance resonance;
- Thinking about how users are guided from the entrance to the Continental booth (slogans, wayfinding, and interactive displays);
- "Onboarding" is more than just entering the exhibition; it encompasses the complete process of user interaction and brand experience;
- The booth design must allow users to experience the benefits of tires and have a clear call to action (CTA).
Final Presentation
We conducted our final presentation via Microsoft Teams on Friday, August 1, 2025. All final documents are summarized below.
Our team focused on data visualization design, attempting to translate the key data output by the Demo Machine—such as fuel consumption, speed, and lap times—into an intuitive and easy-to-understand visual language. We initially envisioned a user interface similar to a car dashboard, hoping to help visitors quickly understand the performance advantages of Continental tires.
At the same time, we also began planning and designing the overall exhibition content, clarifying the functions of each display area and finalizing the division of tasks among team members.
To ensure progress, we set a goal of completing at least one poster sketch, a video storyboard, and preliminary website wireframes before class this week. The exhibition booth layout also began designing this week, encompassing key elements like an engineering model display area, a rolling resistance infographic, a photo booth, and a product sales area.
Shengxiao and I shared responsibility for the detailed execution of the exhibition design. I primarily oversaw the booth mockup and also designed the visuals for brand merchandise, including exhibition apparel, stickers, paper bags, keychains, and other accessories. I also completed the design of Continental's new logo and integrated all the design work from other team members into the booth mockup to ensure a cohesive and consistent exhibition presentation.
Based on post-class feedback, we need to make the following changes:
- Information visualizations must be intuitive and easily understood by non-engineering audiences;
- Visuals must be consistent across all platforms (brand colors, typography, etc.);
- All assets must come from the specified resource library and must not exceed the specified scope;
Videos are recommended to be compressed to under 35 seconds. Content should be concise and powerful, adapting to the current trend of short video distribution.
In the final sprint, we completed the exhibition design, outdoor advertising, website, and video content. Feedback suggested:
- Adjust the logo size and position on the second promotional poster and increase the white space;
- The website images are good, but the fonts could be further optimized, and the journey map could be replaced with tire elements;
- The video font style needs to be consistent, and tonal contrast can enhance brand recognition;
- The outdoor advertising needs to include more orange to strengthen the brand image;
- The exhibition area model needs to have its lighting adjusted to match the exhibition environment;
- The surrounding design has no obvious issues and is ready.
This course gave me my first real-world experience of a complete, real-world project process. From initial research, user interviews, and persona development, to mid-term concept refinement and information visualization design, and finally to exhibition planning, brand content production, and cross-platform promotion, each stage required intense team collaboration and constant recalibration.
At first, we weren't familiar with the topic of tires, nor did we find it particularly interesting. But as we delved deeper into research, interviewed target users, and continually considered how to make the data more persuasive and visually appealing, we began to truly understand the role of design as a bridge between business and user experience.
Throughout the project, our team faced the greatest challenge of translating complex engineering data into an easily digestible interface. The demo machine data visualization, in particular, required striking a balance between aesthetics and information accuracy, which challenged me to approach design decisions in a more systematic way.
Furthermore, this course taught me that visual consistency is not just a design aesthetic; it's also a crucial component of brand communication. We needed to maintain a consistent style across our website, videos, social media content, and exhibition spaces, while also crafting differentiated content for different user types to ensure each audience could understand and connect emotionally with the brand. In the second half of the semester, I personally took on a number of practical tasks, such as building a mockup of the booth, designing brand extensions (stickers, keychains, apparel, etc.), redesigning the logo, and integrating all of the design elements into the final exhibition space. This not only honed my hands-on skills but also improved my overall coordination abilities.
Most importantly, this course truly taught me that design isn't a one-person endeavor, but rather a fusion of teamwork, user understanding, market positioning, and execution. Despite encountering numerous challenges and repeated revisions along the way, seeing the final product take shape brought me immense satisfaction and pride.
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