Digital and Social Media Communication | Task 2
23/04/26 - /04/26 [ Week 1 - Week 14 ]
Nicco Chew Jin Xun (0366563)
Digital and Social Media Communication | Bachelor of Design (Hons) In Creative Media | Taylor's University
Tutor: Mr. Goh
Table of contents
1. Instructions
2. Project/Process Work
3. Feedback
4. Reflection
Instructions
Task 2: Empathy, Mapping & Persona
Building on the previous research, our group developed
three user personas based on Pestle & Mortar Clothing's
target audience. As the brand primarily targets urban
Malaysian males aged between 18 and 35, we created personas
representing different age groups, occupations, and income
levels to better reflect the diversity of its customer
base.
The three personas included
Haziq Danial (20), a Business undergraduate; Jason Chew (28), a UX Designer working in Kuala Lumpur; and
Fariz Azman (35), a Marketing Director at a brand strategy agency. Each
persona was further developed by identifying their goals,
motivations, challenges, purchasing habits, social media
usage, preferred content formats, and communication
preferences.
Through this exercise, we gained a better understanding of
how different customer segments engage with the brand. For
example, younger consumers are generally more attracted to
short-form content, product drops, and social media trends,
whereas working professionals tend to place greater value on
product quality, craftsmanship, brand storytelling, and
long-term brand loyalty. Developing these personas also
provided a stronger foundation for the next stage of the
project, particularly when creating the empathy map and
planning the social media content strategy.
Final User Persona Report
Building on the previous research, our group developed
three user personas based on Pestle & Mortar Clothing's
target audience. As the brand primarily targets urban
Malaysian males aged between 18 and 35, we created personas
representing different age groups, occupations, and income
levels to better reflect the diversity of its customer
base.
The three personas included Haziq Danial (20), a Business undergraduate; Jason Chew (28), a UX Designer working in Kuala Lumpur; and Fariz Azman (35), a Marketing Director at a brand strategy agency. Each persona was further developed by identifying their goals, motivations, challenges, purchasing habits, social media usage, preferred content formats, and communication preferences.
Through this exercise, we gained a better understanding of how different customer segments engage with the brand. For example, younger consumers are generally more attracted to short-form content, product drops, and social media trends, whereas working professionals tend to place greater value on product quality, craftsmanship, brand storytelling, and long-term brand loyalty. Developing these personas also provided a stronger foundation for the next stage of the project, particularly when creating the empathy map and planning the social media content strategy.
Final User Persona Report
Feedback
Week 5 (20/05/26)
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Week 6 (27/05/26)
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Week 7 (03/06/26)
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