About me. I am Chia Hsuan Hsieh. I was born in an ordinary family with my father, mother and 3-year-old-younger sister in Taichung City. During my student life, I never stayed in other places for studies or educational purposes for a long period, but I still love the city I live in. In my early adolescence, I was deeply influenced by the experiences of visiting display houses with my parents. Consequently, I chose to study design as an associate degree in junior college when I was 14 in order to meet more chances which I can keep in touch with lots of charming things. But, to be honest, I was rarely interested in drawing and painting since my childhood, so I was nervous and had no confidence when a teacher asked to introduce myself in this school where I met so many classmates who passionate about painting as well as draw some interesting comic characters. Therefore, I went through a hard time learning drawing skills and 2D and 3D software, but I made lots of effort in order to prove my passion for art and design. I had a metalsmithing class in the third year of my associate degree and I was considerably attracted by the skills and metal variability in the courses. Thus I kept putting my heart and time into it so as to make the instructor’s attention that I am good enough to intern in his metal art studio. Fortunately, I was not only encouraged by this mentor and received a great score after this class but also got the opportunity of interning in his studio. During my internship, three outstanding jewelry artists, including my metalsmithing class instructor, not only offered me the place and technical instruments to make crafts but also kept discussing with my ideas to help me push boundaries and provoke my inspirations. After the internship, I had done a series of crafts which was rewarded by my dept. in an annual exhibition, made more mentors’ attention in my major and thus to have an incomparable sense of accomplishment. For these reasons, I kept researching more subject matters which could help me stimulating my sense of art, sketching new crafting ideas and constantly refine my metalsmithing skill during my college life. Additionally, teamwork and cooperation both are the essential part of my major. For this reason, I have lots of opportunities that I can work with a variety of schoolmates based on widely different perspectives. When every time we well have done a project, I always have a proud feeling of having done something difficult and worthwhile as well as look forward to a new project begin. In these 7 years of junior and senior college in Creative Product Design Dept. , I widely dipped into a variety of design fields, including product design, graphic design, crafts of ceramic and metalsmithing, interaction design, exhibition design service design and design management, etc. I’m especially interested in the process of management and establishing exhibitions and metalsmithing. I hope that I can combine the knowledge I built and my perspective I cultivated to contribute to society in the future. I will diligently make the world a better place by my little effort of using the force of design.
Curricilum vitae Chia Hsuan Hsieh
謝
+886-918-961-923 s1310624033@gms.nutc.edu.tw Linkedin : Chia Hsuan Hsieh
家 瑄
" Chia Hsuan is a product design student who seeks for the relationship between design and art. "
I was deeply influenced by the experiences of visiting display houses with my parents in my early adolescence, consequently I choose to study design as an associate degree in junior college when I was 1 4 . T h a n k s t o s om e o p p o r t u n i t i e s w h i c h a l l ow e d me to create art and some experience of curating exhibition during my college years. I realized that these works considerably made me have a sense of achievement. Thus is attempted to connect all these things together which could favour my future. Currently I’m mainly focusing on product and craft design, but I also work hard on curating exhibition, graphic design and interaction design as well.
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E ducation background 2017-19
National Taichung University of Science and Technology Senior college of Creative Product Design
2012-17
National Taichung University of Science and Technology Junior college of Creative Product Design
A ward 2018.10
FRANZ Rising Star Award Won the FRANZ Rising Star Scholarship.
2017.09
Taiwan International Student Design Competition the Brand Specified Category Nomination.
2017.06
Golden Pin Design Award the Product Design Category Nomination.
2017.05
NTCUST CPD Dept. Graduated Exhibition | The Night Honorable mention
2015.08
Sanyi Wooden Carving Goods Design Competition Silver Award
W ork experience 2017.07
Public Relation Department of Graduated Preparation Committee PR practitioner
2016-17
Chichic art & craft design studio Intern
2014.04
Industry-academia cooperation wooden lighting design Industry-academia cooperation ceramic essential oil bottle design
E xhibition 2019.05
Graduated joint design exhibition | Middleman (On-going)
2017.11
The 3rd annual design exhibition of NTCUST CPD Dept.
2017.05
A+ Creative Festival 36th Yodex Youngs Designer Exhibition NTCUST CPD Dept. Graduated Exhibition | The Night
2016.11
The 2nd annual design exhibition of NTCUST CPD Dept.
E xteracurricular activities 2016.10
Volunteer of ceramic course of lecture given by Xinglong Li Volunteer of tea ceremony course of lecture given by Shengkai Huang Volunteer of ceramic course of lecture given by Zhenzhou Liu
2015.03
Asia-Pacific Institute of Creative Wood-fired Kilns Ceramics Workshop
2014.03
Asia-Pacific Institute of Creative Wood-fired Kilns Ceramics Workshop
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content This is a collection of projects had been done during my major of Creative Product Design at National Taichung University of Science and Technology.
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D esign projects Bácâocâo Smart teaching weeding application
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No.8 Flavor Pineapple Cake Re-branding & exhibition design
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The Warmful Major Cold Tableware design
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All Around The World Contemporary jewelry design
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Genius Loci Contemporary jewelry design
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P roduct design
G raphic design
Wingo!
Studio puppy
Product design
DM design
Hákarl
NUTC 100th anniversary
Product design
Cooperate identity design
Medical calendar Packaging design
Miniriver Product design
Robotic dinosaur Photoshop skill
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one
smart teach weeding app Brief: Aims to create the reality gardening of electronic commerce and community platform for users to do weeding works more easily and efficiently. This project was cooperrated as a team to do design researches, concept identification, prototyping, development, designing and testing. Overall project duration: two months and two weeks Designer : Chia-Hsuan, Ming-Wei, Ting-Yung, Gang-Ru, Yun-Fong
user research ux design wireframing concept development
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Interview
Immerse in context Interviewer, Xiao Weeding in the backyard of the rental house in a hoilday with no sun Oct. 10th. 2017 3:30 pm
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" I literally don't know where to start " " It is possible to unplug the edible grass when pulling the grass, because it is entangled. " " I have no sense of accomplishment at all " When Xiao went home, Xiao’s mother called Xiao to go to the courtyard to weed the grass. He went to the courtyard with his gloves reluctantly, and saw only a pile of weeds at a glance. He didn’t know where to start and didn’t know whether they are small crops or weeds. After a while, he found that the snails of the extra large plants could not be uprooted, and there was no way to pull them out. After he getting a little angry, he went back to the living room to find the tools, and cried the grass with anger. At this time, he saw the basil. The original anger was dissipated. He was happy to see the treasures found in a pile of weeds also felt impressed. However, after finished the weeding work and back home, he found that his feet wearing shorts were smashed by mosquitoes, and there were many bidens on the clothes. The whole body was dirty so he quickly went to take a bath and put on clean clothes. It was totally a terrible experience for him, and made him don’t want to do weeding works anymore.
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Persona 01
Preference
Personality
sport
introvert
extrovert
housewark
thinking
feeling
mobile apps
sensing
intuition
power
judging
perceiving
Zhiwei study university in Taipei, Taiwan. So he back to home in Yunlin every month. His parents always ask Zhiwei to clean up the backyard and do some weeding works when he back home.
Hi, I'm Zhiwei. I hate weeding!
However Zhiwei hates doing housework and weeding in particular.
Age: Work: Family: Location: Status:
Once he returns home for a long time, he will try his best to help his
19 student mother, father and sister. Yunlin, Taiwan unmarried, single
parents to do weeding works at home. Zhiwei feels that weeds grow very fast, thus it is very troublesome to wipe them out regularly. It is time-consuming and laborious to pull weeds, so he really hope there is a way to make the weeding more interesting.
Personality
sport
introvert
extrovert
housewark
thinking
feeling
mobile apps
sensing
intuition
power
judging
perceiving
Persona 02
Preference
After RenZhong retired, he starts planting some crops such as onions and garlic in the open space outside the home, and don’t use any pesticides.
Renzhong is mainly based on a light diet because
of high blood pressure, and usually cooks organic crops that he grows.
Since the beginning of planting, there have always been
many problems plaguing him, such as knees always have discomfort, but occasionally still go out for a walk, walk and do not know the beautiful planting of the crops, and the open space weeds, fearing that it will affect the growth of crops. So as long as he sees the grass which will be unplugged by him! He even pulled out the onions he planted.
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"
Hi, I'm RenZhong. I don't like my wife keeps murmuring! Age: Work: Family: Location: Status:
54 retired wife and kids. Taichung, Taiwan married
User
pain points
motivations
task goals
Zhiwei
Zhiwei
Zhiwei
- He wants to learn how
- Have an enjoyable
cannot exhaust all the
his parent to do weeding.
to do weeding works in
weeding experience.
weeds.
- He thinks he has to do
an easier way.
- Offer a variety of
- He feels his leg are
some weeding works
- He wants to let weeds
useful techniques and
aching after squat for a
if grasses growed too
grow slower.
information about
long while.
much.
- He was bitten by
- He rarely do weeding
mosquitoes because he
works for let backyard
weed too long.
become more attractive.
- He always feels he
- He always be forced by
gardening.
RenZhong
- Don't have to worry
- He wants to know more
about the trash disposal
information about weeds.
any more.
- He wants to learn how
- His whole body was wet with sweat.
experience goals
RenZhong
- He is quite interested in
RenZhong
planting.
- He has knees pain while
- He really enjoys the
weeding.
gardening works.
to do weeding works in an easier way.
- He feels his leg are aching after squat for a long while. - He was bitten by mosquitoes because he weed too long. - His whole body was wet with sweat.
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Moodboard
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Minimalist, Calm, Elegant, Nature
#2F484F R251 G239 B207 C1 M4 Y16 K0
Color & Typeface
#2F484F R47 G72 B79 C72 M52 Y40 K26
#C2C4A5 R194 G196 B165 C30 M20 Y38 K0
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Business model
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Final solution
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re-branding & exhibition Brief: Aims to analyze the current market and competition as a rebranding strategy for a newly created Taiwanese pineapple cake company, also design an exhibition for promoting themselves to public as well. This project was cooprated as a team to do design researches, concept identification, development, exhibition & brand designing and stratge planning. Overall project duration: two months Designer : Chia-Hsuan, Ming-Wei, Ting-Yung, Gang-Ru, Peng-Hsuan, Zi-Yi
brand identification marketing strategy exhibition design concept development 22
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Their current brand identity
About Oneness Pineapple Cake Oneness Pineapple Cake is a locally small brand in Taiwan. Although it is a small company that was founded in recent years, it attaches great importance to food safety and health. It adheres to the concept of pure natural and no added and uses Taiwanese pineapple to make healthy desserts. Others The raw materials are also clearly marked and passed through a number of SGS tests and certifications. In this era of food safety problems, transparent and clear information can make consumers more secure. The responsible attitude is worthy of recognition. A group of partners have a common philosophy and ideas to create a career together, because there is no family heritage, but more creative space, diverse products, real natural ingredients, continuous innovation and research, persistence of belief, Unlimited love, practicing a natural and non-added health concept, giving food vitality, creating full of touch and rustic taste.
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Current status
Strengths
Weaknesses
Oppurtunities
Threats
- Natural raw materials
- New brands are less
- Use advertising
- Competing with old
without artificial materials
acceptable to consumers
to increase product
brands in Taiwan
- New brand, more
- Less sales bases
exposure
- Rare fixed customers
creative and applicable
- Relatively high price
- Having chance to be
- Rising prices of raw
- Attaching traceability, so
more innovative taste or
materials
that consumers can feel
marketing
at ease
- Sales locations are all
- Selected ingredients
based in Taipei
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Moodboard
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Unlimited, 8, Share, Yellow, Nature, Creative, Odd, Painting
#E1E1DA R225 G225 B218 C14 M10 Y14 K0
Color & Typeface
#FCCC27 R252 G204 B39 C0 M23 Y86 K0
#042B38 R4 G43 B56 C96 M80 Y65 K45
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Inspiration Enjoy food with happiness. Smile + No.8
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The vision 8 stands for infinity, whether it is love or sharing, it is hoped to inherit unlimited positive energy.
The core value We are responsible for ourselves, products, consumers, colleagues and our shareholders. We insist on using natural and healthy ingredients. We are committed to: "Whether it is made for taste, sold, sold to Taiwanese or foreigners, it will be the same heigh-qualitative product.�
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Exhibition purposes Why Improve enterprise's visibility. Increase customers outside of Asia. Increase operating income.
Who Mainly for foreign customers, supplemented by customers in Asia. Because foreign customers value design and creativity, they are less sensitive to price.
When
What
Starting from this year, it is expected
Provide high quality, high quality products.
exhibitors one by one within three ye
Develop innovative flavors.
And achieve the set goals for each ex
Develop products based on local ingredients or features.
How
Where
Innovative taste (limited period, etc.).
Participate in food exhibitions held abroad.
Booths, store decoration and exhibits
Participate in large-scale exhibitions and expand the scale of participation.
Use media advertising, social network
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to improve the performance of
ears.
xhibition.
.
s.
king, DM design, etc.
About expo design 31
Infinity, 8, Share, Creative, Odd, Elegant
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Exhibition strategy Limited Tasting (Hunger Marketing) Marketing before, during and after the show 35
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unit of measure : cm 6 boothes
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three
tableware design Brief: We design a dehydrated fruit storage container as a landscape on the table during entertaining guests. Its images symbolizes the kindly feelings of sharing with others. This project was cooprated as a team to do design researches, concept identification, development, brand designing and ceramic crafting. Overall project duration: half a year Designer : Chia-Hsuan, Pei-Wan, Yu-Rong
brand identification ceramic crafting concept development 40
The Warmful Major Cold.
24 solar terms are the wisdom of life that the ancestors have passed down through
include food, cultivation, etc. In the younger generations’ viewpoint, however, they
terms left by the ancients originated in mainland Chin consistent with Taiwan's life and background. Therefore, w
younger generations’ perception nowadays but also make it easier to understand and
In Taiwan, most of the 24 solar terms are reflected in o of the people”. Diet can always infiltrate people's lives, is an indispensable part of
Taiwanese are most dependent on and proud of. Therefore w the diet regards to 24 solar terms.
In the solar terms life, each solar term has its own characteristics and ingredients. It m
on how to combine these ingredients and festival features throughout a year. Thus, w
method comes from the wisdom of the ancestors which is “harvest in autumn, st fermentation, pickling, etc. and these preserved foods are taken and eaten in the win
Taiwan has taken its crown of being a fruit kingdom rega
with the seasons changing throughout the year in every time in Taiwan. Even sometim
and rotten, wasting the sweat of the fruit farmers. For this reason, we want to make t
the development of Taiwan's characteristics, collecting results also symbolize the har work."
After thinking progressively, we mainly focus on how to substitute the fruit and the fe
this last solar terms, tasting the dried fruit that is prese acidity, the sweetness, and the taste of Taiwan.
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h observation of nature over the millennium. In addition to meteorology, they also
The 24 solar a, not Taiwan, so some statements are not completely
y usually underestimate even don’t understand this knowledge.
e hope that through this product, we could not only exhaust the stereotypes from
d fulfil our daily life with more Taiwanese style.
our table by the type of food. life, and is closely related to the solar terms.
An old saying goes, “Food is the God
It is also the culture that
we aim to focus on how to provide a new way which people can enjoy and look up to
may not be possible to eat the season's food after this season. However, we focused
we considered the food such as fermentation and drying. This kind of food processing
tore in winter”. The food that is uneatable which will be preserved by air drying, ter.
arding the variety of fruits. People almost can eat different special fruits
mes the seasonal fruit will be over-produced, causing many fresh fruits to be unsalable
the dried fruits of Taiwanese fruits which can be eaten in a year in order to represent
rd work and efforts of a year to give people a feeling of "thank you, this year's hard
the Major Cold. In erved in a year is like the hard work of the year with the elings of this harvest into the last solar term of the year -
Background story 43
Analyze
The Solar Terms products in current market
Strengths
Weaknesses
Oppurtunities
Threats
- Mass production
- Less stories and cultural
- Adding more cultural
- Easily affected by
availability
content inside
contents
economy
- Easy to understand the
- Unattractive to younger
- Improving the stories
- More competitors in the
cultural content
generation
and concepts of the
market
- Brand marketing
- Too commercialize
products
- Easily to copy
strategies
- Less characteristic
- Cooperating with
- Un-environmentally
- Relating to modern
- Easily washed out by
related industries (ex,
friendly
people’s life
current market
food manufacturers)
- Might hard to promote
- Targeting the customer
- Packagings are less
- More art-and-design
segments
relative to the products
enthusiasts nowadays
- Reasonable prices
- Narrow customer
- Systemically developing
- Notable themes
segments
more related goods
- Precise core value
- Few functionalities
- Breaking through
- Narrow future
the current concept of
development
designs
- Less promotion
-Adding experimental
- Hardly understood by
marketing
general people
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Design strategies Use strengths Targeting our customer segments, art-and-design enthusiasts and middle-class families. Establishing a notable style to be different from other designs. Conforming modern people’s preferences which includes wanting to be unique and buying for daily needs. Promoting the precise stories of solar terms and profound concepts.
Stop weaknesses Cooperating with related industries (ex, food manufacturers) in order to minimize the market substitutability. Cooperating with related industries to plan Experimental marketing strategies. Reinforcing the precise stories of solar terms and profound concepts to gain more people’s sympathetic response.
Exploit opportunities Cooperating with related industries (ex, food manufacturers). Holding Experimental marketing events : pop-up stores, interactive window displays. Adding more precise stories of solar terms related to people. Cooperating with cafes or design stores to attract more art-and-design enthusiasts nowadays. Establishing a notable style witch related to our experience and stories.
Defend against threats Designing the products witch can closer to people’s daily life in order to minimize the threats from competitors. Attending more exhibitions and design competitions to promote our reputation. Holding Experimental marketing events : pop-up stores, interactive window displays and performances.
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Ideation Inspired by the gift-giving tradition in the year-end season near the last “major cold� solar term, we design a dehydrated fruit storage container as a landscape on the table during entertaining guests. Its image symbolizes the kindly feelings of sharing with others in harvesting and storing delicious food which sends a nice and warm message.
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A lot of ceramic modelling helped to identify the size, interaction of each component of this product as well as its appearance and overall form. Several unexpected situations we had met during the period of ceramic modelling because of the difficulty of controlling fire degree, the glaze of porcelain prescription and different material behaviour of each pottery clay.
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Modelling
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postcard
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1&2 NTCUST CPD Dept. Graduated Exhibition | The Night
3 36th Yodex Youngs Designer Exhibition
4 Taiwan International Student Design Competition the Brand Specified Category 52
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2
3 53
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four metalsmithing concept development
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All Around The World Brief: This project’s aim was to present the imagination of each tourist attraction around the world as well as fuse into wearable contemporary art. This is one of the individual projects which made only by myself. This project required as well as help me to strengthen my metalsmithing skills. Overall project duration: three months Designer : Chia-Hsuan
contemporary jewelry 57
tourist attractions around the world, connection, building structure, wearable art
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processes
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Italy Tower of Pisa, gondola, canal New York City Liberty Statue, subway system, texi, modern city
Austria Vienna, horses & carriages, stone road South Pole penguins, ice houses, ocean spices
Mexico weed smuggling, drug tunnels, trucks, cactus, The Ciudadela Egypt Egyptian pyramids, camels, oasis, underground labyrinth Brazil Christ the Redeemer, soccer, Amazon rainforest, biodiversity
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2016.11 The 2nd annual design exhibition of NTCUST CPD Dept.
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five
contemporary jewelry
Genius Loci
Brief: This project’s aim was to represent building structures into wearable contemporary art. This is one of the individual projects which made only by myself. This project required as well as help me to strengthen my metalsmithing skills. Overall project duration: four months Designer : Chia-Hsuan
metalsmithing concept development
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architecture, human, interaction, structural, seriality
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"The value of architecture exists in the natural crystallization of the natural environment, the space field and the user behaviour. Under the interaction of the three, the spirit of space is a human field in the architectural space which constructed in the "event" and "behaviour". However, the task of architectural design is to internalize the understanding of the environment and space into the "place spirit" proposed by Norberg Schulz, and to make it visualized and concrete, and to emphasize the design process and place as well. The connection between the tangible and intangible conditions of the environment. " Taiwan Journal of Architecture With such a spiritual mind, I rethought the connection between people and architecture and created this series to preserve and convey its meaning.
Ideation
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From the beginning, several simple paper model had been made to help identify the size, appearance as well as confirming its structural form. These series requires thoroughness and patience because it was the first time for combining such multiple tiny materials.
Genius Loci I, II, III model testing Materials include micro screws, architecture models, PVC, copper, acrylic, spray paint
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Modelling
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Genius Loci IV There is interculturality between different cultures, resulting in the formation of a spatial space for cultural dialogue in the process of intercultural communication.
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Genius Loci V Space might be given in its own right, but the organization and meaning of space is the product of social change, social transformation and social experience.
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Genius Loci VI Norberg-Schulz refers to these terms - "spirit of place", "sense of place", "genius of place" or Genius Loci - to celebrate the very individuality and uniqueness of every place. These phrases signify that places are unique and significant as if places have their own single essential identities that vary from place to place and that autonomously "naturalize" the foundations of personal feelings (Rose, 1995:88).
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other design experience Other single design items are collected in this category to precent other skills and interests in design.
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P roduct design Wingo! Product design
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Hรกkarl Product design
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Medical calendar Packaging design
88
Miniriver Product design
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Robotic dinosaur Photoshop skill
90
G raphic design Studio puppy DM design
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NUTC 100th anniversary Cooperate identity design
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Wingo! "Double" with a pair of meaning, when two people share the joy together to discuss the most important is that each other's company, away from home away from home in a foreign land wanderer, busy working people want to go out and breathable, looking out the window, dreaming of the future Imagination. Designer : Chia-Hsuan, Hsiu-Fu, Tzu-Ning, Ting-Yun
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360 Degree Cameras X Multiple Control Options X Identify Technology
Let’s explore the underwater world! Designer : Chia-Hsuan
Detailed information on fish distribution, underwater temperature, depth, underwater landscape, and fish alerts are all available on the mobile app.
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Medical Calendar Medical calendar combines paper sticker and calendar. The user can take medicine when they are checking the schedule. Simplify layout and icon can let the user read the information more easily. Designer : Chia-Hsuan, Guan-Ting, Jia-Yun
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Mini River A n y t i m e a n u n f o rg e t t a b l e memory of fishing with Dad in childhood comes to mind, it reminds me of all the good times we had together with scenery and creatures in a stream. Mini River Combining ceramics with water and light to bring back lovely childhood memory in a routinely rush daily life. Designer : Chia-Hsuan, Ming-Wei
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Robotic dinosaur Designer : Chia-Hsuan 89
Studio puppy This character was created from the concept of using the 3D image of Lego and Tetris to present the Chihuahua dog owned by a mentor in Chichic studio for design marketing materials, brochure and postcard in particular. In the internship, I can not only craft several series of contemporary jewelry, strengthen commercial photography skill, but also have a chance of drawing illustration for the studio’s marketing purposes. Designer : Chia-Hsuan
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Internship at Chichic Art Studio
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NUTC 100th anniversary cooperate identity design National Taichung University of Science and Technology (NTCUST) is a technical vocational university located in North District, Taichung, Taiwan. In Taiwan, it is also known as tái zhōng kē dà (NUTC). The university began as two separate universities, National Taichung Institute of Technology and National Taichung Nursing College. The two schools merged on December 1, 2011, to form National Taichung University of Science and Technology. 2019 is the 100th birthyear of NUTC, we were asked to join this design project for the anniversary held next year. Designer : Chia-Hsuan
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Brand identity prism The Brand Prism is represented by a hexagonal prism which defines 6 characters of a brand. Any brand can be identified by its characteristics. -by J. Kapferer in 1986. We used it as a research methodology for finding the core value of National Taichung University of Science and Technology.
Moodboard Helped to identify the design direction of this VI system.
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Concept of the identity The design direction is mainly to hope that this VI system can be reversed regardless of the negative impression of the teachers and students on campus, and it is also said that Taichung University of Science and Technology is a school with shallow internationalization. The concept source is derived from the two design elements of “linear link” and “turning point”. The graphic of 100 is presented in the design of multiple linear twists, and it is hoped to bring out the dark geometry, which is to represent National Taichung University of Science and Technology for 100 years on the right side. The history of the city, slowly transforming into a golden pattern, representing the next hundred years, Taichung University of Science and Technology is ready for a bright future. Similarly, the NUTC typeface, which is linearly presented, is interspersed and jumped between 100 to bring out a lively feeling. The right side is a simplified version of the right identity, which mainly presents the word 100 with geometry. So the structure is relatively simple.
Used for dark backgrand.
Typography & Color pattern
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Application design items The VI system plan includes commemorative items such as T-shirts, mugs, commemorative badges and pencils. Envelopes and letterheads can be used as invitations.
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design is like chemistry, beautifully mix with different things then turn into incomparable reactions like a complex chemical formula, and i always eager to be a creative chemist. THANKS FOR ATTENTION