Poster session
Share a Coke: Creating Community Through Brand Identity and Personalization
Poster Session Susan Alessandri
A brand identity is the strategically planned and purposeful presentation of a brand manifest in its name, logo, tagline and color palette. The Share a Coke campaign relied on Coca-Cola's famous brand identity design to introduce a campaign that evolved into a global phenomenon. Coca-Cola bottles in 80 countries were debranded - the official brand identity was removed - and instead personalized with the phrase "Share a Coke with ..." followed by each country's most popular names. This marketing approach prompted consumers to share the soda with their friends, both in person and through photos posted to social media platforms. Some of the metrics of the campaign's success include global sales of 150 million personalized bottles, global trending hashtag in #shareacoke, and one billion media impressions. In the US, sales increased for the first time in a decade. This case study traces the origins, evolution and success of the award-winning global campaign, with a focus on how the design of the iconic Coca-Cola brand identity was integral to that success.
Exploring Interdisciplinary, Collaborative Learning Process in Design Pedagogy through a Case Study
Poster Session Sangramsinh Parmar
Educators in the fields of art and design have constantly strived to explore new, unconventional and effective ways of teaching. However, with growing specialization and compartmentalization of various design domains, their pedagogical methods are also becoming increasingly segregated. This results in higher domain expertise, but has a counter impact on innovativeness, creativity and lateral thinking; traits that are fundamental and extremely critical to a designer. The academic project presented here is for interdisciplinary ‘Collaborative Studios’ for students of different design disciplines, which emerged from the need to expose them to holistic and collaborative thinking and problem solving, across heterogeneous contexts and conditions. The paper looks at the ‘Collaborative Studios’ as a case study and demonstrates how this approach in design education has proved to be very valuable and also brings forth issues and concerns that could come up in such pedagogy – which could be of use to other design academicians and researchers. This study aims to demonstrate how interdisciplinary and lateral connections across design disciplines play a very important role in design education.
Navigating Design Education: Using Co-Design for Student Engagement and Inclusivity
Poster Session Jessica Freire
Design education is in a constant flux of innovation and growth. As our students adapt to a world of ever-changing technology, wicked problems and global policies, as educators, we must also shift and change with them. At Te Herenga Waka, Victoria University of Wellington, by applying Co-design methods to our First Year Design curriculum I’ve been able to build coursework that is organic, fluid, and versatile. First Year Design students must be introduced to foundational skills that teach them how to tackle the issues our future will present. While Bauhaus methods are still very much ingrained in our ways of western education, we must open the door to approaches that are culturally inclusive and forward-thinking. A Co-Design mindset can be utilised to give our students agency over their studies and facilitate new pathways for creativity and involvement. Co-design can be used to build community among students, enhance student engagement and give students a sense of ownership over their learning. This approach can provide the platform to instill Te ao Māori values, such as - Whanaungatanga (Collaboration), Whai Mātauranga (Intellectual Curiosity) and Rangatiratanga (autonomy and leadership). To build students who are engaged and excited. He waka eke noa (We are all in this together). Education is not a ‘one size fits all’ and by recognising this, we can build meaningful and equitable learning environments.
Citizen Participation Design Innovation and Citizen Science Program for Solving Marine Litter Problem: Five Years Practice with Three Local Governments in Japan
Poster Session Tomomi Sayuda, Maximilian Fischer, Fumitoshi Kato, Miles Pennington
The field of design has expanded across different disciplines in recent years, extending into areas tied to community, government, and science. However, there is still a lack of research on how to design programs in which designers become catalysts over a long period of time, enabling communities to be a part of addressing the international problem of marine litter and implementing it through design. Over the past five years with three Japanese local governments I have led and worked with my team to conduct program design research and implementation, engaging governments, scientists, local businesses, and residents in design-driven, community-participatory solutions and observation to the marine litter problem. My design team comprises people with diverse backgrounds, including experience in design, product design, and engineering. The design team has produced a wide variety of program activities and outputs for the communities, including workshops, litter pickup products, visual guidelines, and videos. A review of the programs included interviewing the various stakeholders, to explore the elements of design that were effective or not. In our analysis, we focus on the differences in design perspective solutions from the activities conducted in the three municipalities, according to the characteristics of each region. This work contributes to academic research and public knowledge by presenting our findings from design-driven programs that involve the community, government, and academic researchers in solving the marine litter problem in Japan.
Featured Augmented Environmental Graphics in Healthcare View Digital Media
Poster Session Aprille Chua
Healthcare employees spend a significant amount of time in the workplace, and their wellbeing is often neglected. An excess of job demands and limited resources can negatively impact their physical and psychological wellbeing, ultimately affecting patient wellbeing. Research has shown that Environmental Graphic Design (EGD) or Augmented Reality (AR) technologies can improve the patient experience in hospitals and other healthcare facilities. However, no existing research has explored how these two elements – EGD and AR – might be used to enhance healthcare employees' wellbeing in this context. To address this gap, this design research has evolved into a multidisciplinary approach. By embracing cross-professional contributions, we explore a series of work recovery interventions (prototypes) that can be effectively implemented to enhance the well-being of healthcare employees in the healthcare context. This research is also relevant during the COVID-19 pandemic, which highlights the urgent need to prioritise our well-being. By focusing on the intersection of environmental design, technology, and employee wellbeing, this study aims to unlock new possibilities for enhancing healthcare employees' well-being. The findings of this study have the potential to shape the design and improvement of healthcare environments, focusing on interventions that promote work recovery and communication platforms and, ultimately create a positive work environment that benefits both employees and patients.
Investigating the Effectiveness and Learner’s Perception of Scenario Based Learning
Poster Session Wei Xiu Sung, Yin Ni Annie Ng
Scenario-based learning has been the style of teaching employed in Nanyang Polytechnic, School of Applied Sciences, Diploma in Pharmaceutical Science for the module Pharmacotherapy. In this project, a Choose-Your-Own-Adventure approach is adopted to allow learners to make decisions in a virtual environment without challenges present in a physical consultation session. As learners progress through the video scenarios, they will be prompted to ask questions and make decisions during patient consultation. Based on the decisions made, they will be led to different outcomes and feedback. This allows learners to receive timely feedback which may be tedious to achieve in a physical setting due to the high instructor to learner ratio. This study aims to investigate the effectiveness and learner’s perception of scenario based learning in the applied science context through an education design research approach, employing a mixed methods methodology. Intrinsic Motivational Inventory was used to measure aspects such as interest, perceived competency, pressure, value and effort. Results show that there was statistical significance in areas such as interest, competency and pressure. These results are supported by students’ positive qualitative feedback. Based on the encouraging results, such an approach can be considered and employed in other disciplines.
Evaluation of Arrangement of Sign Systems to Enhance Wayfinding in Complex Spaces
Poster Session Eunkil Cho, Yonghyeon Park
Complex spaces are various types of spaces that are difficult for wayfinding. If visitors were to get lost in such a space, they are likely to experience stress. Furthermore, this kind of negative experience increases the likelihood that the visitor of the space will avoid returning to it in the future. It is difficult for visitors to recognize a space only by its shape and structure, making signage an effective means of assisting them in finding their destination more easily. However, signboards installed in locations where it may be difficult to recognize them, in addition to unsystematic signboards that are installed excessively, may not properly convey necessary information to visitors, leading to more confusion. The purpose of this study is to verify the utilization of signs when planning a sign system by evaluating their proper arrangement to enhance wayfinding in a complex space. Wayfinding factors can be classified into spatial structure factors and environmental design factors. Spatial structure factors, including plane composition and visual accessibility, were evaluated using space syntax. Furthermore, environmental design factors such as the sign system and spatial heterogeneity were evaluated to assess the appeal of signs using eye tracking analysis. A wayfinding enhancement and degradation model were produced to measure the stress response through heart rate variability (HRV) analysis in virtual reality to verify their suitability. The theories used as existing wayfinding-related analysis methods had fragmentary limitations. However, this study applied bio signal-based methodology and thus, such limitations are expected to be significantly mitigated.
Shaping Place Identity with Storytelling
Poster Session Christabel Teng
This study investigates the impact of rapid urbanisation on place identity, focusing on Sembawang, a residential district in Singapore. By leveraging narrative approaches within the field of cultural geography, the intention is to uncover the stories that can shape Sembawang's identity. The findings of this research provide insights to enhance the sense of affection and attachment between the residents and the place. The study details the methodology for uncovering interconnected stories within Sembawang to shape its place identity. It acknowledges the diverse voices and tensions of the residents while exploring how their varied experiences and shared stories foster a sense of belonging and resonance within the community. Using narrative inquiry, this research surfaces the multiplicity of stories within the place to understand individuals' emotional connections with their surroundings. To capture Sembawang’s identity beyond its physicality, affective and non-representational dimensions are employed as an analytical framework. This approach investigates the interplay of emotions in shaping human experiences and interactions with the environment, portraying the nuanced, lived experience. By asserting the importance of surfacing diverse human experiences and identifying the collective resonance of these stories, Sembawang's identity can surface, fostering a sense of resonance and belonging among its residents. In conclusion, this study highlights the role of interconnected stories in shaping Sembawang's identity. It cultivates a sense of affection, attachment, and belonging among all its inhabitants, strengthening the community's overall sense of place.
Apple Philosophy 2.0: Using Service Design to Drive Service Quality Excellence at Tan Tock Seng Hospital
Poster Session Cheyenne Lee, Siew Yong Loh, Jia Xiang Chua, Lynette Ong
Traditionally, hospitals have provided paternalistic care, but as patient demographics and expectations evolve, so too must our approach to service. From October 2023 to May 2024, Tan Tock Seng Hospital (TTSH) embarked on a comprehensive people-centred design journey to redefine service excellence, aligning with the values of modern patients and caregivers. Leveraging existing patient feedback and various data, the hospital initiated a data-driven process to develop a preliminary patient persona, followed by interviews across various hospital settings to validate and refine these insights, culminating in the creation of the patient persona, Ashley. Ashley represents a patient who seeks a partnership with healthcare professionals, valuing recognition, proactive care, and personalised interactions. To ensure that Ashley's values are reflected in every aspect of care, TTSH developed a service persona named PaCEy, embodying the core values of Care, Empathy, and Professionalism. PaCEy serves as a guide for staff, shaping their interactions and ensuring consistency in the delivery of patient-centered care. This persona is not merely conceptual but is integrated into actionable strategies through workshops, communications, and training sessions that have equipped staff with the necessary knowledge, skills, and attitudes to personify PaCEy in their daily work. Furthermore, TTSH has refreshed its service philosophy—Apple Philosophy 2.0—which encapsulates the hospital's commitment to delivering "Care. Best For You. With You." This philosophy, supported by the PaCEy persona and a structured framework, ensures that all staff are aligned in their mission to uphold and enhance service standards across the hospital through a design-led approach.
