Discovering My Niche: Reflections on Postgraduate Design in Semester One

Blog Header Design (Unuane, 2024).

Having immersed myself in the design industry in Nigeria for over five years, I found myself wearing multiple hats to meet the multiple demands of the creative field which is more attuned to a generalist approach in Graphic design. However, a sense of weariness prompted me to search for my specific design aspirations. This led me to enrol in the Master's Program in Graphic Design at the University of Hertfordshire. In this blog post, I will share my experiences and the valuable insights I gained during my journey

Design Skills Prior to the Modules

Drawing, Sketching, Painting, Visual design

Required Areas for Improvement

Research skills, Critical Analysis and Case study review, Academic Writing skills, Design documentation, Conceptual Phase documentation, and Creative Thinking.

LEARNINGS FROM STUDY MODULES

Research Methods(Module 1)

The inception was marked by a profound first semester, particularly through the Research Methods module, which fed a part of my practice  I wanted to develop more.  I learned the art of scrutinising case studies and formulating a design research methodology.  

It emphasised the importance of secondary research, using a thorough literature review to uncover the previous  perspectives of a given subject. This step proved crucial in ensuring that the problems being addressed were not already solved in the past. Subsequently, the focus shifted to primary research, engaging in meticulous case study analysis to extract contextual meanings uncovering use cases of cultural inclusion of the endangered American Indian Culture in UX Design.  I discovered the significance of finding gaps in the subject matter, which became crucial for my future design endeavours. A major gap I found in this research was the need for sensitivity to symbols. For instance, the American Indians revere the eagle feather as a symbol of a chief. Hence, they frown at a royal symbol of authority being made a cliche. 

Finding case studies directly relevant to the topic seemed a daunting task at first. Duolingo preserved the culture via language learning through gamification, Totem made use of symbols and colours relevant to the American Indian audience, Open Table preserved culture through restaurant reservations. My Parameters for the case study analysis were in the application of Colours, Symbols, Language, Layout, and Usability of these platforms. Overall, the research method module contributed extensively to solving my personal questions regarding research as a creative person. 

An infographic summarising research on the influence of UX design on inclusivity for endangered cultures in the tech sector, particularly focusing on American Indian audiences. The poster outlines essential elements and tools for crafting a user experience tailored to this demographic. (Unuane,2023)

Design Studio Practice 1(Module 2)

Simultaneously, my engagement with the design studio practice module further honed my ability to withhold premature ideation until the design problem was properly defined. The module helped me to understand the importance of identifying and defining a design question.  It was process-based as I needed to redefine my research topic from the research method module into a design question to enable me to properly propose a design solution by engaging in direct observation of elements related to this. The Direct Observation included a study on the controversial Tiger Lily Character and the stereotypes about the American Indian Culture portrayed in the Peter Pan and Wendy Movie 2023, It did not sit well with the Natives that their culture was being placed side by side with imaginary creatures like a fairy though they were other good stereotypes like bravery and wisdom.  I then observed the use of cultural colours and patterns in the Totem Digital Bank App, a platform aimed at fintech inclusion in American Indian Culture. Taking a close look at the Totem Pole's significance a symbol of kinship and the wigwam tent as a symbol of home, I began to develop questions about a product page after a study of the Besound 2 product Landing page could resonate with the digital savvy American Indian without completely excluding the non-natives   Personally I had a lot of questions which were documented in a weekly journal, until I arrived at one final one design question which was 

How can a product landing page be designed to promote inclusivity for individuals of American Indian descent in the technology sector?

I created Empathy Maps, user personas,  user journeys and flows encompassing the American Indian User and  Non-Native Users with data-informed by my research phases. My major limitation was the inability to have questionnaires or direct survey questions from individuals due to legal restrictions. 

Advanced skills labs(Module 3)

The incorporation of tools from the advanced skills lab module equipped me with effective means of communicating ideas, especially in Visual format as the popular quote goes ”.Show, Don’t Tell”. The incorporation of immersive drawing exercises, design thinking methodologies, and various skills like collage, photography, and quick prototype-making enhanced my ability to communicate ideas effectively.  Additionally, participating in group sessions helped me develop teamwork and collaborative skills, while also understanding my role within a team. The Risograph exercise amongst others was very challenging for me as a digital designer, while I may not need the risograph printing for digital design, it can help understand how to apply the visual style in designing for digital platforms.

Collection of photography exercises, an attempt to convey words through the use of black and white photography to give a timeless feel. (Unuane, 2023)

(Unuane,2023)

The harmonious interplay of these modules broadened my perspective and facilitated a holistic understanding of research methods, idea and thought process documentation, collaboration, and execution phases. This comprehensive grasp of design thinking and the double diamond process provided invaluable insights that I believe will nourish my future practice in designing for digital platforms. One particular area of interest for me is preserving endangered cultural heritage in the digital era while fostering inclusion and appreciation for these cultures.

Collection of Design Thinking Workshop Group exercises in Advanced skills lab. This covered stages of design thinking process involved in conceptualising a product. The final result culminated in the prototype sketch of a smart lamp (Unuane,2023)

Collection of drawing exercises in Advanced Skills Lab, The caricature (left) was redefined to suit different emotions and personalities from the hero image in the centre. The other(right)is a life drawing of a coursemate which involved interaction and observation in the process of drawing. (Unuane, 2023)

Collection of collage centred around Space Exploration and Gen Z, using bold and vibrant colours was an approach used (Unuane,2023)

At this phase I was required to make a high-fidelity prototype of my concept culled from Design Studio Practice 1, This resulted in me creating a mockup logo and a mockup tech speaker inspired by the Totem and Wigwam. My idea was to create a product that embodies culture and a sense of home to resonate with dual audiences of the Native and Non-Native digitally savvy generation. I picked symbols that had deep cultural meanings and applied it to the landing page design. My exact thoughts were to imagine Apple or large tech brands infusing culture in their designs in a bid to preserve endangered cultures in a fast-rising tech age.

Summary of Conceptual Phase and Final work in Advanced skills lab (Unuane,2023)

The modules being a source of enlightenment for me still had some places I believe we could explore. For instance, the use of emerging technologies such as 3D scanners, optimising workflows in the design process could also be looked into.

As a digital designer, the field requires a keen focus on using User Experience (UX) design principles, my expertise extends to ensuring brand consistency across various digital platforms. This entails crafting digital brand identities that seamlessly transition from landing pages to user interface (UI) designs and even social media materials. Referred to as Visual Designers, professionals in this discipline emerged from the roots of graphic design to cater to the evolving needs of the digital era. They help develop creative approaches across a wide range of digital solutions (web, mobile, interactive, VR, AR, etc) and have experience in working to help form digital brand systems and are not exclusively product or UI designers. The information about the role is from my gatherings on Digital design in the United Kingdom  Job Postings on LinkedIn.The software required for this role involves applications as Photoshop, Illustrator, After Effects, Indesign, Microsoft PowerPoint, and Figma is a core tool additionally,  using Blender and Unreal Engine expertise could make a huge plus. The skills also include Research, Prototyping, Wireframing, Sketching, Motion or Video Editing, UI/UX Design, Identity design, Web Design, 3D, and AR/VR Design.

Looking ahead, I am eager to delve into the realm of immersive technologies within digital design, particularly with the emergence of spatial UX design. Beyond understanding UI design intricacies, I aspire to uncover how brands, especially in the tech sector, can leverage immersive media. The rapidly evolving landscape of spatial UX design presents an exciting opportunity to explore how digital design functions in this context and how brands can strategically harness the potential of emerging technologies. My ultimate objective is to design digital experiences that can impact lives.

This fusion of academic work, hands-on experience, and a visionary outlook I believe will propel me towards a dynamic future in digital design, where innovation, design, and strategic thinking converge on the evolving landscape and era of technology.