Industrial Design | Design Management
Yin-Hsiang Lin Portfolio 2017
ABOUT ME
With an Industrial Design B.S. degree, I haved extended my skillset further with two master degrees in Design Management and Industrial Design from Savannah College of Art and Design. Most recently, I focused on the research part of a design process and was obsessed with theories of intersectional innovations. My skillset includes, but is not limited to, methods of contextual research, business modeling, workshop facilitation, typography, product design, and model making.
Yin-Hsiang Lin
912-503-8482 yinlin21@student.scad.edu
With an Industrial Design background, I am capable of developing concepts and carrying out the final design both visually and physically; with the view point of a Design Management thinking pattern, I am able to draw insights from seemingly ordinary things with an innovative approach. Over time, I have come to understand that the harmony between Industrial Design and Design Management resides within the very thing that makes them different. Industrial Design invloves getting works done, while Design Management involves finding the right works to work on; Industrial Designers struggle to be creative, while Design Managers facilitate that creativity, igniting it within the individual; Industrial Designers understand what materials to use, while Design Managers maintain focus on the end user’s experience. With all of my accumulated experience, I approach my work at the intersection of Industrial Design and Design Management, ready to explore the future of design!
Industrial Design
Design Management
Welcome to My Design World
Industrial designers turn ideas into manufacturable products through processes of ideation, prototyping, and CAD while, in the meantime, considering aesthetics and usability.
FEASIBLE
INDUSTRIAL DESIGN
DESIGN MANAGEMENT
VIABLE
DESIRABLE Design managers seek opportunities in business through user-centered research and facilitating innovative ideas to add meaningful values and further positive impact to our lives.
Let’s Explore the FUTURE of Design.
CONTENTS Industrial Design Princess Carriage Folding Pedals
10 12 26
Design Research 42 Contextual Research 44 AHA! 60 Design Thinking 70 SPARKK 72 YAWA 82 Typography 94 Ponce City! Type Specimen
96 102
Industrial Design Princess Carriage Folding Pedals
12 26
As an industrial designer, I not only see design as a process of problemsolving, but also a way to bring the user experience to the next level.
11
Princess Carriage Power Ride-On Collaborative Experience with Dynacraft
Savannah College of Art and Design, Fall 2014
12 | Yin-Hsiang 12 Portfolio Portfolio2017 | Yin-Hsiang Lin Lin
What’s the Future of Ride-on Toys?
INTRODUCTION
Located in American Canyon California, Dynacraft started as a distributor, providing high quality and affordable bicycles for the entire family. With innovation close to heart and eyes on the future, Dynacraft sought opportunities. Based on growing customer demand, Dynacraft entered the battery powered ride-on toy market. Starting in the 6 volts category and now in 12 volts, Dynacraft currently manufactures multiple vehicles with great success. The goal of our design team was to help Dynacraft innovate by generating new concepts for powered ride-on toys that set themselves apart from other products.
13
How might we create the next level in powered ride-on vehicles that will expand the imaginations of young children, while promoting family fun and outdoor play?
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UNDERSTANDING CLIENT & CUSTOMERS
Dynacraft’s customers are most commonly middle to uppermiddle class families in western countries. They typically shop for toys for their children at the largest and most popular toy departments and mass merchandise stores in America including Walmart, Toys R Us, and Target. The age range of the battery powered ride-ons is 3 to 8 years old, however, 6v ride-on toys are usually geared towards the younger end of the spectrum while 12v cars are geared towards the ladder.
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PARENTS’ PERSPECTIVE
MY KID WANTS THAT TOY!
60%
40%
PURCHASE ON IMPULSE
STOP, THINK & COMPARE
THE DECISION MAKING PROCESS
Purchasing a toy can be an arduous process. It often starts with something the child tells the parent he or she wants. Some parents might purchase it right away; no questions asked, perhaps thinking, “The happiness of my child is worth it.” This is important to every parent, however, some parents consider more than that before making a purchase; “Is this what’s trending? Popular?” “Will this break the bank?” In the end, the final decision lies with the parents. From our research we found that about 60% of parents purchase on impulse,the other 40% of parents would rather stop and think whether or not the purchase is necessary. The main factors parents take into account are price, appropriateness, occasion, and value. They are also motivated to purchase what the child wants, toys that explore their child’s creativity, and toys that will help their children make friends. This “stop and think” process has become even more popular with the rise of online shopping where you can compare toys within a few clicks of a browser.
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END USERS 3-6 Years Old
6-9 Years Old
By 3 years old, children start interacting with each other and engaging in pretend play. They enjoy acting out grown-up roles and using props such as costumes to bring their imaginations to life.
Play that requires more skills—such as board games, tabletop sports and age appropriate sporting equipment— are perfect picks for school-age children. Fashion dolls and action figures also help them to explore grown-up worlds.
2014 TOY TRENDS Larger-Than-Life Toys
Full STEAM Ahead!
Frightfully Fun
Custom Built
Although micro-sized toys were the top selling trend, there was a shift in trend to large-scale toys where larger-scale toys were seen as having more play value.
A popular section of toy design focuses on encouraging children to explore and learn about STEAM participating in the education of children.
Toys made within popular themes have stories that connect children with characters they have grown fond of.
Toys have developed into customizable, personalized designs that allow children to reflect their unique tastes, styles, and imaginations.
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TAKE A LOOK AT THE EXISTING MARKET...
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There is an opportunity to design a rideon toy for girls which not only adjusts the look and feel of the products, but provides girls with experiences that have the “WOW� factor.
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THE PRINCESS CARRIAGE
After many rounds of sketching and discussions, our team decided to go for the concept of the princess carriage. We looked into the characteristics of princesses and some decorations that attract girls from ages 3 to 8, collecting elements, finally resulting in the concept. Our vision was to see the smiles on the faces of these girls when they drive the carriage and enjoy the feeling of being a princess. We also believed that there was a white space in business for making a princess carriage ride-on toy which would differentiate our product and help Dynacraft succeed in the market.
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After the final concept was chosen, we moved to the next stage of 3D modeling. Solidworks was used for generating parts for the fabrication process of CNC and 3D printing. 34.51 To make sure that our end users could fit in our design, human factors of kids age from 4 to 7 were discussed in meeting with the final dimensions being set accordingly.
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FABRICATION PROCESS
The design parts being confirmed and dimensions being set based on human factors of kids from age 4-7, we moved forward to the process of prototyping. Most parts were being made with 3D printing and CNC.
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FINAL PROTOTYPE
Inspired by Disney Princesses and their famous carriages, the Princess Carriage was our full scale model, presented to our client, Dynacraft. Featuring our adjustable chassis design, custom wheels, and glowing lanterns, we were all happy to say that the princess carriage was a great success. Our client Dynacraft was pleased by the result and decided to move forward with the concept.
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2017
SILVER WINNER EUROPEAN PRODUCT DESIGN AWARD www.productdesignaward.eu
Cooperated with
WAIT... WHAT? IT’S REAL!
Selling at $450 per unit, in 2016 Dynacraft brought the Princess Carriage concept into reality with a partnership from Disney and Walmart. Our team is proud to say that this toy was sold out and has been rated a top 20 toy of 2016. In 2017, the Princess Carriage won the Silver Award in European Product Design Award.
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The moment you realize... Driving a princess carriage is more than just a dream.
Now Available at...
25
Folding Bike Pedals Design Personal Project, Winter 2016
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What’s the Future of Bike Pedals?
INTRODUCTION
The number of bicycle commuters is on the rise. Some people commute with bikes to live healthier lifestyles, while some might think cycling helps reduce air pollution caused by transportation in the world of growing environmental concern. I myself commute with my bike quite often. However, parking a bicycle can be difficult sometimes due to the limited space for bicycles, often resulting in a mess of wheels and frames, tangled to one another on bike racks in front of buildings. Usually, this puzzle of what should be an easy mode of transportation for all is a matter of the pedals lodging themselves into the wheels of other bikes. So I wonder... 27
How might we create a set of bike pedals that saves space and, in the meantime, enhances the cycling experience through a user-centered design?
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YEAR 2011 2014
YEAR 2011
50.73
66.24
565,289
2014
MILLIONS
Number of people who rides bikes
904,463
PEOPLE
Number of bike commuters in the U.S.
THE TREND OF CYCLING
According to The League of American Bicyclists, there were about 66.25 million Americans riding bikes in 2015, compared to 50.47 in 2011. Due to more bicycle friendly communities in the United States, the number of bike commuters is also on the rise. In total, the Census Bureau estimates that there were 904,463 bike commuters in 2014, which shows a 62% increase since 2000. With the emerging trend of cycling, market opportunities for bike accessories are on the rise. I began to consider wether innovative ideas within this product category could be turned into a maraketable product that serves the needs of cycling consumers.
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DISCOVERING PROBLEMS
When walking on a college campus or through a busy, downtown area, one may likely witness the chaos that is bicycle parking. Locked onto limited space, this warzone makes for a frustrating experience when attempting to retrieve your bike from the mess. With your hands on the handlebars, the pedals below stop you from successfully pulling out your bike. Even in the sanctity of your own home with few bicycles, this can be an issue for yourself and those living among you in your household. Consider the following scenario:
y ou try to pull out your bike to go out, but something is wrong, so you pull harder. You pull harder and harder, when finally (without knowing it) the pedals finally release your bike from another, causing your groceries to fall all over the floor costing you time and sanity while you pick up after the mess. How frustrating things can be!!!
But what if the pedals could be folded or somehow hidden? I went online to see if there were any solutions out there...
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NO HANDS! THAT MIGHT HELP.
Folding bike pedals are already out there in the market. There are actually a multitude of options for cyclists to choose from. Saturated? Maybe, maybe not. As it turns out, I discovered that all existing pedals can only be folded by hand, which makes no sense at all. Pedals are for feet. . . Bending down adds yet another step to your commute, not to mention how dirty this piece of the bicycle can be, due to contact with your shoes, weather and other factors. Besides personal hygiene, some people stated that sometimes they got injured when folding up the pedals improperly (the process can be temperamental. If the pedal is not properly secured, the strong spring can loose the pedal, which can cause your hand to become lodged between the moving parts.)
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TAKE A LOOK AT THE EXISTING MARKET...
Foldable
Opportunity Area
Slim
Bulky
Tradotional
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There is an opportunity to design a set of bike pedals that are not bulky and could be easily folded without the use of hands to enhance the user experience.
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IDEATION & QUICK MOCKUPS
After a few sketches, I started to make some quick mockups to see if the structures would work or not. Foam-core boards and pins were used to create various structures. The aim was to create a structure that could be easily folded without hands. However, the length before and after folding also needs to be considered.
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3D PRINTING TESTER
After the mockups of foam-core boards were made, I moved to the CAD and 3D printing stage. Here, selected concept was put to the test to ensure that the structure would function as expected. Refinements were made based on this 3D printed tester. Beyond this point, the design would be focused more on material choice, as well as the look and feel of the pedal.
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2.70
FINAL TECHNICAL DRAWING
After some refinement on the dimension and structures, the final technical drawing was generatd in Solidworks along with product renderings.
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EXTEND IT WITH A STEP ON THE TOP!
FOLD IT WITH A KICK ON THE SIDE!
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All assemly parts in a glance. 38 Portfolio 2017 | Yin-Hsiang Lin
Rendering & Material Choosing Materials
Pedal Axle | Stainless Steel
Pedal Parts | Aluminum Alloy Corby Style Rivets x 6 Socket Screws x 4 Pedal Pins x 20 Weight
158.9 g Space Saved
Length Before Folding = 3.5 (Inch) Length After Folding = 1.5 (Inch)
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NO HANDS are needed...
With A SIMPLE KICK ON THE SIDE,
the pedals fold in LESS THAN A SECOND.
Design Research Savannah Tourism AHA!
44 60
Unlike many of the product design projects which design briefs are given from the start for development, rather than getting works done, design research plays a role in finding the right works to work on. Through the rigor of research, in order to discover unmet needs from end users, methods of contextual research help us immerse ourselves into the situation and gather meaningful insights in both macro and micro perspectives.
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Savannah Tourism - Contextual Research Team Member | Juliane Speigel, Dominique Mack, Yin-Hsiang Lin Savannah College of Art and Design, 2015
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What’s the Future of Savannah Tourism?
INTRODUCTION
In Georgia, tourism hit a record high with 54.6 billion dollars in 2014. Once the capital of Georgia, Savannah with its rich history, has brought more and more visitors to the city. To help the city of Savannah grow, I wondered what the expectations from the visitors were, without losing an ear of the vioce of Savannah locals. Since Savannah is recognized as the “host of the south,” I began asking how we might enrich the experiences of tourists’ visiting while helping them immerse themselves in southern hospitality.
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AN ETHNOGRAPHIC RESEARCH
In this project, our team utilized methods of contextual research to analyze the tourism industry in the city of Savannah by immersing ourselves into the environment. From the secondary research in the beginning, to insights and opportunities at the end, the methods we utilized in this project include “Popular Media Scan,” “Trend Matrix,” “Convergence Map,” “Eras Map,” “Analogous Map,” “The Research Plan,” “Research Questions,” “ERAF System Map,” “Observation,” “Shadowing,” “Cultural Probes,” “2x2 Map,” “Affinitizing,” “How Might We...”
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Growth
- Overall growth in tourism across the globe - Projected 1.56 billion tourists in 2020 - Growth of tourism in the states
Online Booki
ng
- Online booking increases 57% of bookings are made over the Internet - Online platforms are expanding
Increase of urism To Self-served
- Expedia continues expansion - Online market is growing - Self check-ins at airports
Consequen
ses
- Georgia’s tourism hits record high with $53.6b - Environmental issues - Solar plane invented - Bike sharing - City maintenance expense
POPULAR MEDIA SCAN
Through extensive data collection, we obtained a holistic and broad overview of tourism itself. To find common themes and insights, we clustered the information under different categories, including trends, news, history, future, economy, environment, people and influences. Tourism is growing worldwide and therefore has a substantial influence on today’s economy. This is happening both macro and micro wise. Some of the information that we gathered is displayed above.
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TREND MATRIX
To uncover and illustrate past, present and future trends in the tourism industry, we created the trend matrix for the past 20 years and inserted the information we found from various sources. In this matrix, we specifically looked into six major themes; people, business, influence, market, travel and culture. To uncover the actual trends, we connected the correlating post-its with each other and determined the common theme.
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1700
1800
1900
1733- Savannah was founded 1754- Savannah becomes capital of province of Georgia 29.December 1778 -> Battle of Savannah, British in Power 1788- town becomes part of U.S. state of Georgia
-1789- Savannah chartered as city -Fort Pulaski build 1847 -Port blocked by U.S. government -22.December 1884- Savannah taken by union forces
1902- Girl Scous founded in Savannah 1955- Savannah historic foundation founded
CITY Market => commercial center of Savannah 1792 - Savannah Golf Club founded
people focused a lot on war (newspapers full of articles about war)
1918- Savannah theater opened 1921- Lucas theater opened
1819- First steamship to cross Atlantic ocean departed from Savannah 1843- Railway live between Savannah and Macon was completed 1869- SAV-Skidaway and Seabond railway company founded 1890-first electric car across Savannah
1929- Savannah municipal airport opened 1940- Bus (gasoline) replaced the electric street car (TRAM) 1954- Talmagde BridgeI-95: 1957 I-16: 1978 1980s-CAT, Hilton Head Airport
1793-the cotton gin was invented -Lavish homes and churches were built 1820-Yellow fever killed a tenth of the population 1831-Savannah Ogeechee Canal was completed
- Sea blockades(economy crumbled) 1855-Exports via Savannah had risen to $20.1 million (90% cotton) - Food was scarce 1872-The Savannah Cotton Exchange 1876-Import and Export via Savannah totaled $70 millions
1792-Telegraph was invented Technology &Communication
1870s-Telephone as invented 1894-Radio was invented
1966-Email first burst on the stage 1973-First cellphone 1992-IBM developed the first smart-phone
Historic Landmarks
- New colony‘s First settlement named Savannah - Commercial poet for trade
- Grand oaks and Spanish moss made most picturesque attractions
1955-Group of women formed to preserved historic structures - Architecture was foundation of Savannah‘s charm
-Lower Creek Indians and Goergia colonists created first treaty -114 colonists departed England aboard the Anne ship
-Free colony legalized slavery -Gullah culture formed 1864-Beauty of Savannah helped it not be destroyed as General William Tecumseh Sherman gave Savannah to the US as a Christmas gift
Cultural Moments Activities
Transportation
Economy
People
1743- Oglethorpe laid out Savannah based on London (the city plan)
1744-The first dock for ocean-going ship was constructed - Farmers in Savannah found that the soil was rich and the climate was favorable for cotton - plantation and slavery became profitable system for the White
Savannah‘s population decreased
2000
2015
Bike sharing introduced to Savannah Segway tours, movies, shopping malls, music, bars, clubs etc.
2000-An on-board rider survey indicated 83% of riders use CAT 2003-SAV/Hilton Head International Airport 2006-“dot“ - fare-free transportation around SAV Historic District
1950-Savannah Canal was improved 36‘ in depth and 50‘ in breadth
2003-Facebook 2005-Youtube 2007-First iPhone
2013-“Joe Murray River, Jr. Intermodal Transit Center“ 2014-Bike Share Program was launched by CAT
-50 millions people came to visit Savannah in last 10 years -Savannah ranked no.4 nationally as an East Coast container port
2011-Instagram
Known as a city for elegant architecture, fountains amd green squares
-50 millions people came to visit Savannah in last 10 years
ERAS MAP
Compared to the average American city, Savannah is an antique. History has and still plays a major role in Savannah’s tourism industry. To consider the source of that history and how it influences the travel industry on a micro basis, we created an Eras Map that shows us a timeline divided into categories, including cultural moments, activities, transportation, economy, technology & communication, historic landmarks, and people.
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Savannah Tourism
People Locals 55% Black 38% White 2% Asian 25.6% <18 yrs old 13.2% 19-24 yrs old 28.5% 25-44 yrs old 19.5% 45-64 yrs old 13.3% >65yrs old Residents in Savannah Native-born: 22% below poverty level Foriegn-born: 26% below poverty level (64% didn‘t work, 32%worked part-time, 3% worked fulltime) Tourists (number growing up) Average age(US): 43 (overnight) 42 (daytrip) Students: International/American Population is growing 2000: 135,510 2010: 136,286 2013: 142,772 Gullah culture(Africa-American) Area: between South Carolinana and Jacksonville Unique geechee language
Activities SCAD Events St. Patrick‘s Day Top 25 World‘s most famous attractions (ranked 24) Tour offerings ---> (need license) Cruise tour Ghost tour Old town Trolley Historic preservation (founded 1955) Decorations council Marathon Golfing Wedding City Market Live Concert Magazines --> Visit Savannah„ Bike Sharing Gio catching Walking on the street Grocery stores shopping Drink & Bars Salty Water Fishing Savannah Skating Festival Museums Visiting Nightlife
Environment Weather (warm and humid): Mild and comfortable Best time to visit: March-July (Lower precipitation and warmer) ----------Transportation: dot - fare-free bus through historic district CAT - bus system (83% of on-board riders use CAT to commute) Cycling SCAD bus Parks 24 squares in downtown area Grand oak trees Spanish moss Signage State parks Fort Pulaski Tybee island Southern living Military Bases Movies took place in Savannah (tourists are attracted by that) Loyal food First dock for ocean-going ship (1744) Churches Economy Hilton Head Airport I-16/I-95 interstates (1978,1957) Brown tourists sign
Analogous Map
For the analogous map, a diagram shows the connections between different fields. We chose to focus on Savannah’s environment, activities the city offers, and the people who live here, either temporarily or permanently. This map helps us better understand the people of Savannah, their activities, and the condition of the environment which facilitates those activities. One interesting connection we found was the bike sharing service that Savannah offers which began January, 2014. The original intention for the service was for local residents to easier navigate the city. However, most of the bike sharing passes have been purchased by visitors, which is evident by the fact that most have been day passes and many were sold on the weekends.
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The Research Plan
Our data collection methods were parts of the process that led into the construction of our research plan. We need to ask ourselves how we were going to find the data by efficient means. Our research plan illustrates the research questions that were related to our future findings. We made this step in the process of a center point that offered the opportunity to narrow our project into a more manageable and directional topic.
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Interested
Sharing
Cultured Walking
Heritage
Impressive
Extended Stay
Distinct
Historic
w Vie
In
te
tio
SAVANNAH LOCALS
to
s
ss ce
ate i
n
Ac
cip Par ti
th wi
Use
k or W
Fair
e
Engaing
Work together with
TOUR OPTIONS
RETAIL
Lacking
Effective Variety Memorable
As we captured the current conditions for tourism in Savannah, we created an overview that shares an understanding of Entities, Relations, Attributes, and Flows within our topic. The information that we collected in this section is visually communicated in the ERAF System map, which allowed us to study the contexts holistically, create a high level model, and consider all of the elements of this system and investigate how they interact with one another.
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Profit
Customers
Informative
ERAF SYSTEM MAP
System
Selective
Favorites Distribution
Haunted Particular
GOVERNMENT
has
Active
to
Catering
Active c Pur
of
d
by
art
Artistic Profound
Ap
Involved
h
ed ATTRACTIONS
Particular
wit
ot
Year-round Mixture
ted por
Sup
ts
en
im
om Pr
pl
m Co
Positive
se
MEDIA
ors
es dr
nit
Proud Passionate
n
Ad
Mo
Welcoming Helpful
ra c
MONUMENTS
Opinionated Resourceful
TOURISTS
Discover and share
Remembrance
Friendly
OBSERVATIONS
During our observational phase, we discovered key points that broaden our scope. We were poised to be immersed into the field with open minds with a direct understanding of what needed uncovering. We took various tours, ate at local restaurants, walked down main Streets, and sat in the squares in the city. Considering every single piece of information as maningful data points, we took pictures and notes in hopes that they will lead to potential insights.
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high interactions with tourists
high integration
active
tour seekers
popular restaurant seekers
Savannah loving local direction giving locals
history junkies
restaurant owners waiters cab drivers
B&B owners motivation for coming to Savannah
city market shopper
pre-determined by others pre-manufactured beach goers
city official (information centers)
private tour giving people
foodies
street strollers
backpackers experiences square sitters
authentic original
occupational/ public
recreational/ private
Armstrong/State university SCAD Students long term visitors
city officials tourist hating local Savannah kids
inactive
loner
low interactions with tourists
PEOPLE WE TALKED TO
The 2x2 matrix was used to help us find the right people to interview. In order to get a more holistic view, we spoke with both tourists in Savannah who enjoyed experiencing the authentic side of a city, as well as locals with high chances of interacting with tourists. In total, we interviewed 9 people, with 4 tourists from America, Brazil and India, and 5 Savannah locals, including the Director of Tour and Travel Sales, an AirBnB Host, a Tour guide, and more. The interview questions were mostly pulled from our research plan as mentioned. All contents of the interviews were either audio or video-recorded with the intervieweesâ&#x20AC;&#x2122; permission for transcription.
Savannah local
Tourist from Brazil
54 Portfolio 2017 | Yin-Hsiang Lin
Tourist from India
Director of Tour and Travel Sales
Airbnb Host
CEO of Soul of Savannah
Walking Tour Guide
Tourist from Atlanta
Long-term Tourist
AFFINITIZING - Shuffling and Re-sorting Data Points
In the stage of affinitizing, we gathered all of our data points from the previous stage, including observation photos, written notes, quotes from the interviewees, and information from both secondary and primary research and put them together, shuffled them, and re-sorted them into clusters to break associative barriers in order to better gain insights.
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56 Portfolio 2017 | Yin-Hsiang Lin
“Y’all Create Your Own Savannah!”
“Savannah Is the Jelly to Charleston’s Peanut Butter!”
“Make Yourself At Home!”
“SCAD is Savannah!”
ay “Walk Your W rt of Through A Pa History!”
“Prepare to Get Lost!”
PROCESS OF AFFINITIZING
The process of the affinitizing started by grabbing the data points one by one and sticking them onto the wall. If the data point we grabbed was corelated to any of the previous data points, we put them in the same area, if not, we create a new cluster. All of the “raw” data points were labeled with yellow Post-its. After we clustered all of the yellow Post-its, we name the cluster by sentences written on blue Post-its which best described the key points of all the yellow notes. We then repeated the step by generating clusters of blue Post-its which were later narrowed into pink clusters divided based on the contents of the blue clusters, and finally finished the whole process of affinitizing with groups of green labels as our final insights. There was surprising clarity found within the connections between data points which were attained from what seemed to be very different sources. It was also exciting to see that some of the data points which we considered useless or meaningless found their own value within the clusters.
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“HOW MIGHT WE...” AND OPPORTUNITIES
After the affinitizing, we concluded with six key insights from all of the data points with green Post-its. We solidified each cluster into a short sentence and sought opportunities reflected within each insight. After we found opportunities for each insight, we then started generating quick ideas and/or solutions by asking “How Might We...” questions.
HOW MIGHT WE... Create an open environment that allows easier interactions? Create unique experiences for everybody?
Help international travelers more easily navigate Savannah? Make the southern feel of intimacy a two way relationship?
Integrate historical education in a passive, subconscious way?
THERE IS AN OPPORTUNITY TO... Increase tourist traffic with local businesses.
Allow contributions of ideas and experiences from international tourists. Expand the general understanding of Savannah’s history.
Merge the experiences of tourists with southern hospitality.
Encourage tourists to participate in the preservation of history.
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I want that
N IO
-
MMUNICATION CO -
AFFINITY
I WANT TO FEEL INCLUDED
-
E UR
-
SION - HISTOR PAS Y
I WANT TO EXPLORE THE CITY
EMPATHY - IMM E IENCE R SIO PER N EX
Y AC TIM IN
SOUT HER N
CU LT
TRANSPORTATION ECONOMY CULTURE TECHNOLOGY MONEY TIME
RE LTU CU
I WANT TO HAVE STORIES TO TELL
CURIOSITY
ENABLER
SH AR I
G N
INT ER AC T
Southern Charm!
VALUE ENABLER MODEL
From our research, observations, and interviews, we concluded three main aspects in reference to the expectations of visitors of Savannah; “I want to have stories to tell,” ”I want to feel included,” and “I want to explore the city.” We then further synthesized these aspects to a simple sentence—I want that southern charm! To meet the tourists’ desires, we recognized key values that support these three aspects: Interaction, Communication, Sharing Culture, Experience, Immersion, Intimacy, Southern Hospitality, Passion, and the rich history of Savannah. To achieve these values, enablers such as transportation, economy, culture, technology, money, and time are vital.
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AHA! - Phone Case for Enhancing Studentsâ&#x20AC;&#x2122; Intercultural Social Experiences Project Manager | SDES 704 Applied Theory in Design Savannah College of Art and Design, 2016
60 Portfolio 2017 | Yin-Hsiang Lin
Whatâ&#x20AC;&#x2122;s the Future of Intercultural Social Experiences?
INTRODUCTION
The Savannah College of Art & Design (SCAD) has students from diverse cultural backgrounds. These students play a significant role in the shaping of social experiences for the SCAD community. Understanding these social experiences can provide insight into methods for enriching the current and future SCAD community. After discussing several potential design challenges, the team decided to focus on enriching social experiences across cultures and used different research methods to collect, process, analyze, and synthesize data to form insights and opportunities for improvement.
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PAKISTAN INDIA COLOMBIA
BACKGROUND
12 graduate students from 6 different cultural areas (China, Hong Kong, India, Pakistan, Taiwan, and Colombia) majoring in Industrial Design, Design Management, Service Design, and Graphic Design came together to redefine intercultural social experiences at SCAD. Even though none of us were from an English-speaking country, we were all using the same language to communicate and bring diverse cultural backgrounds and skillsets to the table. We used our experiences, knowledge, and research findings to uncover key insights for developing ways to enrich studentsâ&#x20AC;&#x2122; intercultural social experiences.
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CHINA TAIWAN HONG KONG
DISCOVER
DEFINE
DEVELOP
DELIVER
THE DOUBLE DIAMONDS
Throughout the project, we followed the Double Diamonds design process illustrated above which breaks the design process into four parts. In the discover phase,we diverged our knowledge through methods of data collection to attain a broader vision of otherwise problematic intercultural issues. Afterwards, we converged the information by processing and analyzing the data points to lead us to potential opportunities at the center of the process. In the develop phase, concepts were generated based on the opportunities found and pre-set design criteria. In the last quarter of the process, prototypes were made for user testing and final refinement to deliver our chosen concept.
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DANCING MOVES RHYTHM
MOVIES SPORTS
ENTERTAINMENT
GENRES
HOBBIES OUTFIT
DANCING
DATING
MUSIC
FESTIVAL GESTURE
TREND
HUG
LIFESTYLES FUSION
INTERNATIONAL MARRIAGE
HAND SHAKE
GREETING
COMMUNICATION
CHOPSTICKS
HANG OUT
DINING RITUAL
SILVERWARE
GENDER ISSUE
SOCIAL LIFE
CULTURAL ISSUES
ACTIVITIES
NOSTALGIA
RELIGION
TABOO
CHRISTIAN
HOMOSEXUALITY
BUDDHISM
AMERICANIZE
HINDA
TRAVEL
TIME DIFFERENCE
ISLAM
COGNITION COGNITIVE DISSONANCE
CONSUMPTION
HOTELS
BUSINESS
INTERN ATIONAL STUDENTS
FRIENDS
AIRBNB
STEREOTYPE
FAMILIES
DISCOVER
Our team kicked off the project by co-creating a Mind Map to share our thoughts on cultural issues. The map served as a source of inspiration from which we pulled information for further research directions. Given that each member of the team was from somewhere out of the United States, we exchanged our own experiences of being away from home and aligned our diverse cultural backgrounds to mutual experiences in our social lives.
64 Portfolio 2017 | Yin-Hsiang Lin
PROJECT FRAMING SUBJECT OF STUDY The subject of the study was how to motivate culturally diverse students to enrich their social experiences in an intercultural educational setting. PROBLEM STATEMENT The trend of going abroad for advanced learning is emerging due to the studentsâ&#x20AC;&#x2122; aspirations to develop international perspectives and embrace different cultures. At Savannah College of Art and Design (SCAD), students from over a hundred countries come together and create an intercultural environment. SCAD provides its students with a rich and multicultural environment to thrive. However, despite having access to different cultures, most students tend to socially connect with those from similar cultural backgrounds. The lack of motivation to socially interact with people from other cultures limits their opportunities for nurturing their social experiences that could consequently influence their collaboration and communication skills.
SCOPE OF STUDY CONTEXT
CADâ&#x20AC;&#x2122;s multicultural environment within an S educational institution for creative professionals
CONTENT
ocial experiences of students and their interior S orientations and demonstrated behavior towards cultures other than their own
SUBJECTS Undergraduate and Graduate students LOCATION Savannah, USA TIMELINE 10 weeks, Spring 2016 DELIMITATIONS Social experience within own cultures, beyond Savannah, behaviors within academic experience, comparisons to other institutions.
PURPOSE OF STUDY The objective of this project was to offer SCAD students opportunities to enrich their social experiences by encouraging them to break free from the constrained social behavior (as described above).
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Dinning Hall
Service Building
School Bus
Academic Building Forsyth Park
Bars & Clubs
Faculty: Professors (International, Local) Advisor Chair/Dean
Shop & Market Locals in Savannah: Residence Bussiness Owner Server Landlord
Dorm
Staff: Security, Cleaner, Monitors, Bus Driver, Interpreter
Students: International Students Local Students E-learning Full-time Part-time
SCAD Club
ISSO
Restaurant Personal House Church
STAKEHOLDER’S MAP
Jen Library
Museum
After we had the topic of SCAD students’ social lives, our team started by defining main stakeholders and understanding their relationships with those who might influence them and their decisions in some way. In this map students at SCAD are identified as the primary stakeholder, being most exposed to multicultural environments. SCAD faculty members, staff and Savannah locals who frequently interact with SCAD students are secondary stakeholders. Entities such as academic buildings, dining halls, local restaurants and bars that affect students’ intercultural social experiences in one way or another were identified as tertiary stakeholders.
66 Portfolio 2017 | Yin-Hsiang Lin
Local Students
cultural gap
As a bridge to fill the cultural gap
International Students
cultural gap
International Students
(from other countries)
Social Life
Motivation (efforts)
Potential to develope ďŹ&#x201A;exibility
Inter-change Experiences
Communication
Time
Language (Verbal)
Social Barriers
Gesture (Non-verbal)
Age
Target Audience Focusing Area Factors included in social life Factors affect inter-change experience
ECOSYSTEM MAP & FINDINGS
We clustered our research data into different categories based on commonalities and generated an Ecosystem map which offers a visual representation of our research intent, related topics, and the interrelationships of various aspects of the context we were investigating. As a consequent step, key findings from the Ecosystem Map were illustrated to understand how different entities influence each other within the ecosystem. Time, age, and level of communication skills all have a direct impact on interchanging social experiences among SCAD students. Afterwards, our main research question was created in a Research Matrix based on secondary research findings in order to guide us to a narrower scope for conducting primary research. 67
How might we motivate SCAD students to increase their capacity for empathy by learning about different cultures on a daily basis in order to enrich their intercultural social experiences?
68 Portfolio 2017 | Yin-Hsiang Lin
Process of shadowing activities
AEIOU summary in a big poster
Cultural Probe poster in SCAD buildings
Interviewing selected audiences
PRIMARY RESEARCH ACTIVITIES
After we concluded with a main research question from our secondary research, primary research was conducted in forms of observation, Cultural Probe, shadowing, and interviews with activities designed for answering questions in the Research Matrix. Forms of AEIOU(Activities, Environment, Interactions, Objects, and Users) and Human Five Senses(Physical, Emotional, Cognitive, Social, and Cultural) were utilized for â&#x20AC;&#x153;Flyon-the-wallâ&#x20AC;? observations, Cultural Probe was created in forms of interactive posters put in public space in SCAD buildings and Savannah Downtown area. Three individuals were selected for shadowing activities to experience their situation first hand. 5 international students, 4 American students, 4 SCAD representatives, and 3 Savannah locals were interviewed with their permission of being either audio or video recorded. 69
I feel that language should not be barriers as long as I trust and share mutual interests with the person I’m going to interact with.
COMMON ORIGINS & MUTUAL INTERESTS
COMMON ACTIVITIES
ACCEPT & LEARN
STAY CURIOUS, STAY ABSORBENT.
Common origins and interests are the catalyst to my social life
LIKES ATTRACT LIKES!
ACTIONS SPEAK LOUDER THAN WORDS!
CH
AN
CT
FE
AF
(EXIST)
It’s important to first accept different cultures to bridge the barriers
I need motivations to build intercultural relationships with people from other cultures.
Leisure activities such as drinking, cooking, and music shorten the distance between people.
CULTURE DIFFERENCES
RESPECT
I DON’T WANT TO TALK ABOUT THAT!
L
NETWORKS I need to be sensitive to cultural differences to prevent conflicts with other cultures
IMPROVE
NE
SOCIAL
BRIDGE
Even though language barrier exists, we could still get over this issue through gestures and actions
Non-verbal communication is an important means of expression and communication to interact with other cultures
Social networks shorten the distance between different culture.
I feel that my concerns about cultural taboos restricts the content of the conversation.
I think SCAD could play a better role in facilitating its studetnsʼ
Adapting to different culture helps me grow, fit-in, and communicate better
intercultural social experience.
We could learn facinating things from people who belong to other cultures
DATA PROCESSING & ANALYZING
We shouldn’t judge other cultures by individual behaviors or stereotype to know unfamiar norms
To make meaning from various data sets gained from the research activities, an Affinity Map was created to visualize the consolidated data points. From the data processing step, six macro key findings emerged from piles of information, which were further illustrated in the Finding-at-a-glance Map shown above which, in turn, served as the basis for defining future opportunities, design criteria and further potential concepts. The gray circles represent the micro findings that support the six macro key findings in larger circles with arrows used, indicating their interrelationships and flows.
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SCAD EFFORTS
Insight #1
Action speaks louder than words!
Engaging in common activities potentially breaks the wall of cultural barriers.
Insight #3
I donâ&#x20AC;&#x2122;t wanna talk about that!
eing receptive and conscious B of culture difference with respectful behaviors enhance mutual understanding of various cultures.
Insight #5
SCAD, you can do better!
ore efforts can be made M by SCAD to instill a sense of common identity between culturally diverse students.
Insight #2
Stay curious, stay absorbent.
Accepting different cultures helps us learn new things.
Insight #4
Can I add you in Facebook?
Social networks shorten the distance between different cultures.
Insight #6
Like attracts alikes.
Common origins and mutual interests bring people together naturally.
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There is an opportunity to create motivations for SCAD students to learn about different cultures on a daily basis and further enrich their intercultural social experiences.
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OUR DESIGN MUST BE... SOCIABLE EMPATHETIC
Prompting interacitivity in various social settings
Increase intercultural sensitivity
CONNECTING
Be able to decrease communication barriers
INFORMATIVE
Offer learning experiences about various cultures
ENGAGING
Fun and interactive
INTRIGUING
Generate motivations and positive impacts.
INCLUSIVE
Involve people from cultures other than your own
DESIGN CRITERIA
Our team defined the design criteria based on the main research question and opportunities derived from our research findings. Seven design criteria for concept development were generated, which we reckoned best suited the context of the project.
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CHOSEN CONCEPT
Among the concepts generated, we finally screened our ideas by the design criteria preset and decided to further develop the concept of a customizable, interchangeable phone case. From our observation, we found that many people put their phone faced down in public spaces for their personal privacy. We saw opportunities in utilizing the space on the back of the phone to put visuals and messages about various cultural contents to trigger interactions between people from different cultural backgrounds. The interchangeable phone case comes with four different pieces of image puzzles with cultural messages and information on the other side. The users are motivated to approach other people in exchange for the piece he or she wants. Through the process of exchange, our users gain cultural insight and better understand how to properly behave in front of people from different cultures. The design of extra pieces enable future monetization opportunities for business.
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BRANDING & DISSUFION - Aha! I Gotcha!
The brand name of the product was created to express the satisfying moment unique to discovery. Learning about another culture is sure to provide that feeling. To intrigue users, “Aha!” was selected to be the final name of the brand followed by the catchy slogan “I Gotcha!“ To differentiate ourselves, we also recognized our Core Values listed below:
Sharable; Aha! creates sharable experience for its users to interact.
Catching; Aha! arouses curiosity in users to learn about various cultural frames.
Idiosyncratic; Aha! is the only phone case that prompts conversations within diverse cultures. Aha! was originally designed for SCAD students with the package being diffused during the SCAD orientation day, but can be expanded to other universities and organizations that have a highly intercultural mix of constituents. It also provides a flexible framework that can be customized for different user groups. The contents on the case can also be modified to cater to special events and occasions.
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Design Thinking
As a design thinker, I like to change my perspective and see things from a different angle to gather meaningful insights from ordinary things. Both vertical and lateral thinking processes run through my mind. Beyond user needs, the feasibility in technology and viability in business must also be considered to achieve the ultimate goal of user-centered innovation.
SPARKK YAWA
72 82
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SPARKK! - A Creativity Enhancement Tool
Project Manager | DMGT 732 Faciliting Creative Thinking Course Savannah College of Art and Design, 2015
78 Portfolio 2017 | Yin-Hsiang Lin
Whatâ&#x20AC;&#x2122;s the Future of Creative Thinking?
INTRODUCTION
There are times in life when solutions are not so easily found, leaving one to feel as if they are not creative person. I myself have spent many a late night aching for fresh ideas... How have you been sleeping? Most recently, I have been focused on the research part of a design process and have become obsessed with theories of intersectional innovations. Thanks to design thinking which taught me that creativity exists in everybody, and can be sparked with the proper facilitation, this project investigated how we might enable that creativity in people by challenging their creative thoughts in the form of a tangible, playable tool. 79
WHATâ&#x20AC;&#x2122;S SPARKK?!
SPARKK is a creativity tool that serves as game to help teams innovate at the intersection of different fields and disciplines. To facilitate innovative thoughts, it challenges our assumptions about the world and lights up our minds to the possibilities of transformative change.
80 Portfolio 2017 | Yin-Hsiang Lin
FROM THEORY TO PHYSICAL TOOL
In order to be creative ourselves, we read books about creative thinking and intersectional innovations including The Medici Effect by Frans Johansson, Lateral Thinking by Edward de Bono, Creative Confidence by the Kelly brothers, etc. Inspired by the intersectional innovation in the book Medici Effect, along with methods for opening our minds, our team decided to make a â&#x20AC;&#x153;toolkitâ&#x20AC;&#x153; to share what we have learned and inspire others to be confident about their creativity in a way that is fun, engaging, and inspiring. To start, our team first talked about what we thought a toolkit was and how a toolkit could help people think differently. Various ideas were generated though the brainstorming activity. We also went through the process of ESCAPE model(Expose, Seeing, Collage, Augment, Prototype, and Evaluation), which helped us switch our mindsets into a flow that was more exploratory. Being that facilitation can be a arduous task, we discussed process design and what elements best suited a toolkit. We concluded seven aspects for designing a toolkit for facilitating creative thinking as follows: Objects, Process, Reverse Assumption, Form, Cognitive Dissonance, Combination, and Inspiration.
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CONCEPT DEVELOPMENT
After few rounds of ideation, we narrowed our concepts and decided to make the toolkit a playable game that could stimulate usersâ&#x20AC;&#x2122; thoughts in a subconscious way during gameplay. The final concept of the toolkit consists of twentyfive hexagonal pieces with six sections in each. Three of these sections are tasks (yellow) and the other three are conditions (white). The goal of the game is to combine tasks and conditions with creative thoughts and to act it out. Conditions printed on the white parts include elements such as cognitive dissonance, reversed assumption, and some random objects. Various, sometimes crazy, actions or tasks are printed on the yellow parts of the game pieces. Once combined, the combination triggers users to open their mindset and break the ice of linear thinking. Once users are familiar with the rules of playing, they could flip the piece over and create their own tasks and conditions related to the topic or project they are working on. 82 Portfolio 2017 | Yin-Hsiang Lin
Pl a to yer p ta e Tw sk rfor o ha co m s nn t ec he ted
3
2
ste p
p ste
1
in rig eo t th ce P u pie enter c he in t
step
Pl a y er On e p ic k s up a r a n d om p i ece a n d c o nn ect s it t o t he o ri gi n pie ce
What If...
You Only Communicate Through Animal Sounds, And You Have to... k
t as
Tell a Ghost Story?
ib le
SPARKK Challenges Your Creative Thoughts! Connect and Light Up your Creative Bulb.
w
a o is n wo up r T fo ck yer to pi ct it e a l P ed nne e w r o allo and c er Th y e c Pla pie
p
4
Co n t in u e t he g a me b y a dd in g u p p ie ces a nd make it ha r d er b y c o n nect in g mu lt ip le p ie ces a t t he s a me t im e ste
ns mo al ke Po me re o bec
n tio ndi co
5
step
p
ste
6
F c re l i p t a te he p y ie a n d c our o ces to on w d it io n t a s ns ks
Te ll a your m
ta sk
PROTOTYPING
After the concept was defined, we started ideating the form and shape of the game. The puzzle-like pieces were made by lazer-cut plexiglass, while tasks and conditions were printed on vinyl stickers.
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PLAY & HAVE FUN!
With the final prototype being made, we played within our team and students from Design Management and Industrial Design program in SCAD to see how far our imagination would travel. After understanding the rules from the instruction piece, the game starts with the pre-designed start piece. All participants could, in turn, draw a game piece from the deck to connect their tasks and conditions. From the feedback we received, the game was described as easily understandable and thought-provoking. It served as an initiator that sparked playersâ&#x20AC;&#x2122; creative thoughts and demonstrated intersectional innovation by combinations of various fields which you may never have thought about otherwise.
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PACKAGE DESIGN & FUTURE PLAN
As a creative team, we want our product to speak for itself. In order to make the product appealing to our end users, we brainstormed as a team to come up with concepts for the package. To surprise our users and demonstrate creativity ourselves, the package was design with a cut-out bulb which â&#x20AC;&#x153;lights upâ&#x20AC;? when users open the package. The color yellow was decidedly used consistently. The product was made initially for, in total, about 730,000 art school students in the United States as our beachhead market, which accounts for 16.7 million in total addressable market. Extra pieces could be developed with tasks and conditions with different themes to attract more users.
There is also an opportunity to create an online platform for users to share their experiences and promote more products.
86 Portfolio 2017 | Yin-Hsiang Lin
What If...
Your Hands Are Glued Together, And You Have to...
Act Out Swan Lake?
SPARKK Challenges Your Creative Thoughts! Connect and Light Up your Creative Bulb.
Team Member | Christopher Scott, Hernan Maestre, Yin-Hsiang Lin Savannah College of Art and Design, 2016
88 Portfolio 2017 | Yin-Hsiang Lin
Whatâ&#x20AC;&#x2122;s the Future of Social Networking?
INTRODUCTION
Imagine this, you are walking at the New York Highline enjoying your coffee break. But have you ever wondered how many people are also taking their breaks at the same time as you? Hundreds or thousands? In this project, we saw opportunities in not only connecting people during their breaks but also viable business in the future opportunity of monetization. Whatever keeps you at your deskâ&#x20AC;&#x201D;it can wait. You desk will be there when you get back. But the opportunity to connect is fleeting just outside your office. With Yawa, break together.
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Productivity +
AREA OF OPPORTUNITY
To design a social network, our team looked into various social networks and platforms available on the market. We were impressed by the fact that most of the social networks, platforms, or even softwares are focusing on creating connection and gaining productivity. Therefore, we decided to explore the entire white space at the bottom-left quadrant of semi-unconnected and semi-unproductive time.
M
U
R
A
L
+ Connectivity
Area of Opportunity
+
WORKPLACE (Casualness)
To better understand the context of the direction, we conducted our secondary research around the topic.
TREND INTERSECTION OPPORTUTNITY
The key finding of our research was that the casualness of workplace is growing. On the other side of the topic, the unstructured activities for peopleâ&#x20AC;&#x2122;s daily lives are decreasing.
WORKDAY A (Unstructured Activity)
+
90 Portfolio 2017 | Yin-Hsiang Lin
TREND INTERSECTION
We believed that there is a potential opportunity at the intersection of these two trends.
Business-Based Consumer-Based
Inputs Break Time (Length & When) Business Promotion
(Big Data / behavior Trends / Analytics)
Join A Break
Create A New Break
â&#x20AC;&#x153;Re-Breakâ&#x20AC;&#x153; Popular Break
Goes On Break
Goes On Break
Feedbacks / Rate Break
Others Join
Feedbacks / Rate Break
NETWORK DESIGN
In the direction which we derived from research, we generated three different ideas which were then redefined and merged into our final concept. The steps of the user experience is illustrated above. To join the social network, users will create breaks and allow others to join. After users enjoyed their breaks with others, these breaks are then rated by the people who go on them and certain breaks become popular. At this point, those popular breaks have potential opportunities to be monetized and marketed to local businesses. People receive discounts when taking certain breaks and shopping at certain stores. Conversely, instead of creating breaks, users can also select a break in their local area to join and enjoy with others.
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OUR USER GROUPS
After the network process was mapped out, we focused our user group on professionals, Stay-at-home-spouse, Students, and Service workers. Under professionals we considered Freelancers and people in their early, mid, and late careers. For the student group, we broke it into part-time and full-time students. Service workers include leisure service workers who have irregular breaks such as taxi drivers and waiters and On-the-clockers who have tight schedules.
“If I really need a break, I get out of the office. Breaks don’t exist at the office.”
PROFESSIONALS
STUDENTS
“I like to go and have a little walk and just basically clear my mind.” “Refresh myself and regain focus. It’s how [the] human body works.”
SERVICE WORKERS
PRIMARY RESEARCH - Interviews & Surveys
Primary research was then conducted based on the selected user groups in forms of surveys, and interviews. In total seven interviews were conducted either in person or remotely through the Internet. We asked people what their daily routines were, reasons for taking breaks, and what they do before and after their breaks. The findings were visualized in the following illustrations.
Service Worker
Full-time Student
92 Portfolio 2017 | Yin-Hsiang Lin
Part-time Student
Stay-at-home
STAY-AT-HOME
Engineer
Creative Director
5 minutes
15/30 minutes
15 minutes
45 minutes
USER GROUPSâ&#x20AC;&#x2122; BREAKS
We listed the options of activities for our usersâ&#x20AC;&#x2122; break based on the interview transcripts. Even though the length of the breaks differ from each user group, most of the time the breaks are between 5 minutes to 45 minutes. Afterwards, we created the breaking time analysis chart below showing different time periods our users usually take their breaks.
Stay-at-home
Professional
Service Worker
Student
12am
6am
9am
12pm
6pm
9pm
11pm
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BRANDING & PROTOTYPING
We brainstormed names for our social network and finally decided to go with the name “YAWA,“ which indicates “away” if read backards. This implies that, while away from one’s desk, as people, we are together during that time. To excite our users to take their breaks, the energized color yellow was used as the theme color through the social network platform. The trial version of YAWA was made for testing and collecting feedback from our users.
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0.0
2.1
2.2
1.1
3.1
4.1
5.1
5.2
2.3
2.4
0.0 - App icon 1.0 - Home
5.3
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KP
KA
Local Business
Regional Business
VP Platform/ Network
Business Partnership KR Digital Platform
Development Team
Business Sales Team
CR Enjoyable Social Breaks
Increased Revenue for Local Businesses
Meeting new people in breaks
CS
Self Service Dedicated Personal Assistant
Mass Market
CH Direct Contact Ad, Website, Public Relations, Media
Businesses
Diffusion Team
CS
Value Driven External Cost-driven
RS
Staff, Servers, Security
Dynamic Pricing for Business Integration Promotion/Ad Revenue
FIT
VP
Our Platform Gains Creators
Sharing New Perspectives
Joinable Breaks
Gains
Breaks Increase Productivity
Soft Networking
New Collections
Break and Productivity Are Separate
Breaks Are Part of Productivity
Suggesting Breaks
Returning To Work Get Their Jobs Done Refresh During Breaks
Breaks Are Wasting Time
Breaks Can Be Different Everytime
Pain Relievers
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Insights Gained From Others
“The More I Work, The More I’ll Succeed!”
Being A Refresher
Discovering New Break Options
Customer Jobs
Breaks Bring New Ideas
Pains
Breaks Are Only For One Activity
BUSINESS CANVAS
We generated our business model canvas for our social network platform to identify our core values. The nine blocks in the canvas also show the logic of how our platform intends to run a profitable business. Concerns to our customer, offer, infrastructure, and financial viability, are covered and illustrated on the canvas. It finally serves as a blueprint for strategy to be implemented in the future.
VALUE PROPOSITION/EMPATHY MAP
After branding, prototyping, testing, and the business canvas, we created a deep dive into the Value proposition and the Customer Segments area of the business model canvas to better assess the pains and gains of our end users. Here is how we recognize ourselves:
is: gumptious
Yawa provides busy, hardworking people with a reason to pause what they’re doing and take time for themselves. With others. That takes guts.
casual
Yawa let’s it ride. We believe the break should be a break and not a black tie affair. Come as you are. We don’t judge.
centering
Breaks are suspensions of our responsibilities. When we do have to return, we do so with a renewed focus and direction.
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WHAT WAVE ARE WE RIDING?
When focus and differentiation are powered by trends, it is easier for us to build a charismatic brand that customers would not trade for love nor money. So we began searching for trends and patterns that benefit our social network platform. Trend power is increased when a brand rides more than one trend at a time. Yawa is riding several: the trend of freelancing, returning to the city, sharing culture, casualness, and so forth. The identified trends that we found best suited to be ridden are shown in the illustration below.
Freelance increasing Work where you live/ Live where you work
Casualness increasing Culture of sharing
Tastemakers
Return to the city Genuine moments Experience economy
To create community around the best breaks people never knew existed...
(What) (How) (Who) (Where) (Why) (When) 98 Portfolio 2017 | Yin-Hsiang Lin
is
Random encounters
The only social platform that facilitates local breaks for people who want to get away in (mostly) dense, urban cities for those who want new, refreshing breaks in an era of monotony that craves novelty.
Whatever keeps you at your desk— it can wait. You shouldn’t. Nor should everyone else who needs a few minutes...you know, all those people you’ve never had the time to meet. With Yawa,
Break Together.
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Typography Ponce City! MUSEO
18 32
After 7 years of being immersed in the world of design and design softwares, not only did I gain knowledge in my professional fields, I also developed a strong skill in typography, which I consider beneficial to every sort of design work. Over time, I learned to appreciate and approach beauty in several ways. Graphic Design is just one of them.
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PONCE CITY! - Monthly Publication
Personal Project | GRDS 503 Typographic Communication Savannah College of Art and Design, 2015
102 Portfolio 2017 | Yin-Hsiang Lin
Whatâ&#x20AC;&#x2122;s the Future of Ponce City Market?
INTRODUCTION
Since the grand opening in Fall 2015 of Ponce City Market, the refurbished, revamped, and revitalized building, has become one of the most popular landmarks of Atlanta. PONCE CITY! is a monthly publication providing its audience with various information about the experiences they could have in Ponce City Market. In order to attract more people to visit, the premier issue of PONCE CITY! not only introduces the retail shops and restaurants, but also the history behind this once overlooked building.
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Publication Design - Ponce City!
Personal Project | Savannah College of Art and Design, 2015
COVER FONTS
INSIDE PAGES FONTS
Article Overview | Gill Sans Semi Bold (13/14) | Gill Sans Light (13/14)
Subheadings | Rockwell Std Regular (13/14)
Premier Issue | Rockwell Std Regular (13/14)
Interview Question | Walbaum MT Std Medium (10/12)
Heading | League Gothic Regular (120/120)
Headings | Rockwell Std Extra Bold (26/26) Main Body Text | Walbaum Mt Std Regular (10/12)
Pull Quotes | Avenir Next Condensed Italic (19/22) Caption | Avenir Next Book (8/10) Kicker|Gill Sans Regular (7/8) Deck Fonts | Rockwell Std Light (13/14) | Gill Sans Semi Bold (9/11) Byline | Walbaum MT Std Italic (10/10) Folio | Gill Sans Light (9/12) Page Number|Gill Sans Regualr (9/12)
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Issue No. 3
Se
y an mp Co ll ken Ha hic r ye eF od p’s C h o F o |T od ew h | H PCM er y Fo e N kes at Win ero eet Th arra ing ity Min Str ow M opp s | C k’s ican ad e r c x h e S de ro Me tline rd M av l o Bin n B out kC a b Be he F e Nic S ll A a’s t A lant ross cts s by it c At st A roje dsu Ju x P oun S Flu ew N
October 2015
PONCE CITY! T Bil he S ton Ne D hop g B w F oo p ar o o r i All an in B ng a | Bre d H T A Br ro t P zz al M he bou oc s. | J CM a C l k’s . C uc o t F d M R ina e la r Th ed rn ts N exic Min ew |L e Bu Liv e an er | L uc So ll in i ily o ky ut So g Ju ghb Stre R Lo he a ain o tu rn pb xtap rho et F s Ra ox os o oo d ilro R ed d ad ace W ith er s H ist or y
s rger F Bu Hall | H& ood kle gie w F ysuc Ne Hone M polo e ro h | th T ero t PC An Min ping a oma | p on Sho liams-S iew in Wil Interv Hopk n f n e atio Ch et Linto y orm it Me ransf abil reen ar T tain M G 5-ye Sus ing PC llery e th a ent Go yG tor cum His to Do Pho
PONCE CITY!
Issue No. 2
Premier Issue
PONCE CITY!
November 2015
December 2015
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MUSEO - A Type Specimen
Personal Project | GRDS 503 Typographic Communication Savannah College of Art and Design, 2015
108 Portfolio 2017 | Yin-Hsiang Lin
Whatâ&#x20AC;&#x2122;s the Future of MUSEO?
INTRODUCTION
Designed by the dutch free-font designer Jos Buivenga in 2008, the font Museo burst on the scene so quickly that it was listed on of the top 10 fonts of 2008 by MyFonts.com. In love with the bent metal-wire-like letters, I decided to make a type specimen for Museo to better understand the details about the typeface. I say there is always a part of Utopia inside any Museo letter.
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Type Specimen Design - Museo Family Personal Project | Savannah College of Art and Design, 2015
It all started with the letter U.
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“There is always a part of Utopia inside any Museo letter.”
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I am looking forward to working with you in the FUTURE.
Yin-Hsiang Lin | Portfolio 2017
Contact | 912-503-8482 | yinlin21@student.scad.edu