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Digital and Social Media Communication - Task 2

 20/05/2026 - 3/6/2026 (Week 5 - Week 8)
Digital and Social Media Communication COM61804 / Bachelor in Design (Hons) in Creative Media / Taylor's University
Anggia Tsani Rachmadiyanti, (0368487)
Task 2 - Empathy Mapping & Persona

 CONTENT LIST 


     Lecture Notes 

    Week 5 Lecture : Persona Building
    • User persona must be specific
    • In the end of the presentation, we tell the user persona, the exact customer, not target audience.
    • Look for extroverted personas for more effectiveness
    1. Identify active brand supporters through analysing comments, likes and shares on social media
    2. Build distinct consumer personas by creating 3 personas based on real interaction/behaviours observed online.
    3. Use Empathy mapping technique: what each persona thinks, feels, says, do
    4. Apply Personas to Brand Strategy
    • Once we have done the 3 persona, we do the empathy mapping, where we find similarities from all of them.
    Why Personas are Important?
    • Reveal consumer insights, real motivations and behaviours
    • Guides creative strategy - shape brand voice, and visual identity for better impact
    • Drive brand differentiation - foster loyalty and help brand stand out in crowded markets
    What makes a good persona?
    • Represent a fictional character based on real audience data - Includes key demographics, behaviour and motivations
    • Effective persona - choose someone who often consume the product or someone close to us: family/friends. Gathering insights from interview, surveys and analytics. Identify goals, pain points.
    • Empathy mapping approach - visualise what the persona think, feel, see, do.
    - Brand should align with what the customers want so that the plan will work.
    - To make people buy your brand, you need to build empathy as they feel connected to you. They trust you.

    Steps to Create Personas:
    • Start deep research of who the age is, from insights, survey and analytics to understand their behaviours.
    • Spot patterns & segment = analyse data to identify common traits and group audience into effective segments.
    • Build Persona Profiles = make detailed profiles with names, backgrounds, goals and motivations for each segment
    • Empathy Mapping = visualise what our persona thinks, feel, see, does to guide creative strategy

    Week 7 Lecture : Task 3 Brief Calender
    • Mr Max briefed us through the whole task 3 spreadsheet and slides for the project calender timeline

     Task 2: Empathy Mapping & Persona 

    Week 5

    In class, we had to first work on the 3 persona report:


    Week 6

    We came up wuth an empathy map report for our chosen persona: Lauren.




     Feedbacks 

    Week 5:
    General Feedback: Mr Max said we have to be specific when choosing the 3 persona. Makesure they are consumers that actually buy the products.
    Specific Feedback: For the first consultation, sir said that we should change one of the persona as the more online persona

    Week 6:
    Specific Feedback: Mr Max said it's better that our group choose Lauren since it is mainly online based and clearer direction

    Week 7:
    Specific Feedback: Mr Max told us that we need to also think of the ig stories/not just feed. try to make some motions for the outcomes later on. Makesure to finish draft of project calender by next wednesday.

    Sir emphasized that a strong August campaign proposal requires a well-structured social media calendar finalized by June 10 before any design work begins, as designing without a clear strategy leads to disconnected and purposeless posts. Every post must have a defined date, time, platform, format, content pillar, objective, and call to action, with the posting time justified by audience behaviour, following the 70/20/10 content pillar rule to avoid repetitive content. 

    The campaign should flow across four phases — awareness, education, engagement, and closing,  ensuring each post connects to the next like a story. Platform selection must align with the target persona from Task 2 and not contradict the empathy map, while visual consistency in color, typography, and layout must be maintained across all designs since each member contributes a minimum of two designs per person. The lecturer also stressed that the final presentation must be delivered with a client proposal mindset , no uncertainty, no hard selling of the brand, but instead a clear, data-backed strategy supported by Task 1 and Task 2 findings, with the calendar, mock-ups, and expected outcomes all presented cohesively to a panel by July 22.

     Reflections 

    Experience: Briefin
    Observations: None
    Findings: None


     Further Reading 

    1) "ey" - by en


    (Fig. ) - "Designing Brand Identity" book

    This 
    SEM:

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