Design Research Methodology / RES60604

21/4/2025 - 27/7/2025 / (Week 1 - Week 14)

Aricia Man Yi Xuan / 0375026

Design Research Methodology / RES60604

Bachelor of Design (Hons) in Creative Media


TABLE OF CONTENT

1. Instructions

2. Task 1: Research Proposal

3. Task 2: Critical Review 

4. Task 3: Primary Data & Analysis

5. Task 4: Research Reflection Report

6. Presentation Slide

6. MP4 Presentation

8. Feedback

9. Reflection


INSTRUCTIONS

Figure 1.1.1: Module Information


TASK 1

Figure 2.1.1: Task 1: Research Proposal


TASK 2

Figure 3.1.1: Task 2: Critical Review


TASK 3

Figure 4.1.1: Task 3: Primary Data & Analysis


TASK 4 - Final Report

Figure 5.1.1 Final Report / (Week 14, 24/7/2025)


PRESENTATION SLIDES

Figure 6.1.1: Presentation Slide / (Week 14, 24/7/2025)


PRESENTATION MP4

Figure 7.1.1 Presentation YouTube Video / (Week 14, 24/7/2025)

Presentation YouTube Video Link: https://youtu.be/TGuO76u9e4k?si=mUk3Po1pLt4EY_bD


FEEDBACK

Figure 8.1.1: Feedback / (Week 14, 24/7/2025)


REFLECTION

Experience:

This research methodology has been a long journey and I gained a lot of knowledge. At the beginning, I honestly felt overwhelmed as I didn’t know we actually had to do a full research in this semester. I didn’t really know what a proper research methodology structure looked like at the beginning. We had to read all the materials provided in the MIB, which was honestly a lot. The most difficult part I think was choosing the research topic. I had so many ideas in my head, but I didn’t know which one would be suitable or interesting enough to study within the short time we had. It took me a few days just to finalize the research topic. Once I decided on studying Gen Z’s interaction with AI chatbots, everything went smoother, but new challenges came along. After that, I went through the process: reading articles, coming up with research questions and objectives, doing critical review, building a survey and analyzing them. During analyzing the responses using Excel, I experienced some stress. I made several mistakes in the calculations and data presentation and the submission was close to the deadline. Thankfully, Dr. Wong gave me helpful feedback and pointed out the mistakes I made, especially in converting raw data into accurate percentages and fixing the chart axes. Luckily, I managed to submit Task 3 in time.

Observation:

Through this research, I noticed how much Gen Z cared about user experience. From the survey’s responses, things like fast response time, a natural tone, clean layout, and clear navigation were important to them. Some respondents even mentioned that they stop using chatbots if they feel robotic or confusing. This shows that people don’t just want the chatbot to function well, they want it to feel human and easy to talk to. Other than that, I noticed that even though chatbots are not human, many users still expect them to show empathy or at least respond in a way that feels comforting, especially when asking for help. This was something I expected as I also use ChatGPT when I need emotional support and I wish they could really understand how we felt. Moreover, I now understand how much design and tone can affect how people feel about using chatbots.

Findings:

From the survey and article reviews, I found that most of the Gen Z users prefer using chatbots with a simple text interface. It’s not that they dislike visuals or voice, but they prefer more clarity and familiarity. They wanted something that was straightforward and didn't feel too complicated. Also, in terms of trust and user satisfaction, I learned that friendliness, personalization, and clear layout were important. When a chatbot feels more natural, offers options to customize replies, users would feel more engaged and understood. Overall, this project helped me gain valuable knowledge and skills in analyzing data. I’m very thankful to Dr. Wong for all the advice and feedback given; it really helps me a lot in this project.














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