CHEN TANG Selected Works March 2016
@twenty.eight
m +33769947619 e ct.dezn@gmail.com
I am fascinated by how customer insights, market trends, and stakeholder objectives can be aligned to create opportunities for business innovation. With over six years experience in multi-functional design environments, and an INSEAD MBA, I am looking to bring a holistic view of design, communication, leadership, and business strategy to my next role.
PROJECTS PERSONAL ARCHSHORTCUTS
Web Design | Wordpress | Google Analytics
INDEVOR
Leadership | Branding | Communication
HOMECHEF
Market Research | Ideation | Business Strategy
PLAYBOOK
Inspiration | Prototyping | Go-to-market Strategy
THE LOST TESSERACT
Conjoint Analysis | Product and Pricing | Storytelling
PROFESSIONAL QUEEN’S WHARF
Stakeholder Workshops | Digital Advisory | Design
KUNTAI RESIDENTIAL
Leadership | Design | Project Management
AVIC SCIENCE PARK
Ideation | Prototyping | Mutlifunctional Coordination
ARCHSHORTCUTS WEBSITE WHY: In 2014, having worked on some of the largest and intense design projects in Asia. I began to notice that most architects learn from their experiences (through their firms, geographies and mentors). There was an obvious lack of information regarding the architecture industry online - unlike many other industries such as banking or consulting. I was always passionate about all forms of design, especially digital, and I wanted to make a platform that would demystify the architecture industry that also had the potential to generate additional revenue.
WHAT / HOW: 1. Launched platform and vision page 2. Recruited Cofounder 3. Produced initial 6 articles 4. Gained collaboration deals with largest industry publications 5. Identified demand for helping architects find a job in China 6. Developed eBook sample to test demand for product
SKILLS: Leadership • Business Development • Mentorship • Editor / UX Technical • Wordpress • Google Analytics • SEO
Main page of ArchShortcuts.com
Examples of articles featured on Archdaily.com
INDEVOR CLUB REBRANDING WHY: I’m a strong believer of circular economy and that all the world’s problems can only be solved by aligning financial incentives with impact objectives. And, as the President of INDEVOR (Social/Environmental Club), I noticed there was a stigma from the general MBA community that social impact cannot be profitable. In order to raise awareness, we aimed to draw more of the general MBA population to our events to better promote this idea. And we needed to change our image!
WHAT / HOW: 1. Promoted more social events that nudges attendees towards better understanding 2. Identified partner clubs for event promotions to attract larger audiences 3. Rebranded promotional materials to be hip, colourful and modern 4. Changed keywords and phrasing of Club communications by considering value add for all student personas.
SKILLS: Leadership • Creating Club Vision • Aligning Project Teams • Forming Club Partnerships Technical / Other • Adobe Suite • Copywriting • Event Management
Indevor Trivia Night Logo/Main Page
Social Impact Week Calendar / Roadmap
HOMECHEF PITCH COMPETITION WHY: As the main objective for an INSEAD elective “Identifying New Business Models”, we were tasked to brainstorm potential business ideas as teams and develop them through market studies, revenue models and undersanding risks of launching the product. The focus was to come up with a potential app idea we would could potentially follow up on by identifying low-cost / bootstrapping strategies to test for product success. We came Runner’s Up in the final delivery pitch.
WHAT / HOW: 1. Brainstormed and went through several rounds of ideation 2. Developed business canvas 3. Highlighted risks and key assumptions and validation process 4. Prepared final presentation pitch 5. Came Runner’s Up
SKILLS: Ideation & Presentation • Customer/Market Research • Storytelling • Powerpoint Strategy • Business Canvas • Go-to-market strategy and risks • Product validation steps
HOME CHEF Create a multi sided platform which connects people who want to cook (amateur chefs) to people who want to eat (hosts of a social gathering) Key partners
Key activities
Value proposition
Customer relationship
Customers segments
Online groceries
Support - Customer service - IT support - Chefs screening - Chefs training Hosts - Browse chefs - Post requests - Select and pay - Review Chefs - Receive requests - Write offer - Order groceries - Receive payment
Connect people who want to cook with people who want to eat
Online double sided platform (web + app) Interface based on Airbnb & YouDo models
Chefs: - Any demographics - Amateur cooks - Dual motivation o Intrinsic Strong passion to cook and to share this passion, develop skills and socialize o Extrinsic Incentivized by a need for extra income
Online groceries delivery platform (Amazon Fresh, Fresh Direct or equivalent) Service integrated to the platform for delivery of ingredients to the host based on chef’s order At a later stage: Partnerships to incentivize the chefs - Top Chef shows - Cooking classes - …
Key resources -
User base (C + H) Platform (website + mobile app) Support team
Cost structure - Platform (dev + maintenance) - Support team (training + customer service) - Advertising + user incentive programs
Cooks: Enjoy your passion in a friendly environment while generating extra income Hosts: Enjoy a hassle-free dinner in the intimacy of your home at a competitive price
Hosts: - Customer service - Claims mgmt. Chefs: Uber model - Screening - Training - Follow up - Incentives schemes Channels -
Social media Urban print Fairs Cooking schools Specialty shops
Hosts: - Located in urban or suburban area - Young professional middle / upper class with time & skills constraint when it comes to cooking - Time constrained active middle age middle / upper class
Revenue streams - Service fee split between hosts and chefs - Service fee on groceries (from the service provider)
Early Stage Business Canvas from Brainstorm
Key Slides from App Pitch Presentation
PLAYBOOK APP DEVELOPMENT WHY: I was highly excited when I saw INSEAD offered an elective where we would be able to work with coders to develop an app prototype. As part of the course, we would have to develop an alpha wireframe, and more importantly, identify its business opportunities and go-to-market strategies. The final presentation was made to an expert VC and startup jury and we came first place in the class - with one of the juries asking us to contact him and pursue the idea further.
WHAT / HOW: 1. Initially focused on storybook for entertainment 2. Managed coder and UX design to create alpha wireframe 3. Pivoted to educational platform to help kids and people in developing countries 4. Pivoted a second time to Erotica platform 5. Developed business plan, revenue models and investor pitch
SKILLS: Ideation & Presentation • Market Analysis • Developing Alpha Prototype • Storytelling Strategy • Business Canvas • Go-to-market strategy and risks • Business Plan Development
Alpha Prototype Demo Screenshots
Key Slides from App Pitch Presentation
THE LOST TESSERACT KICKSTARTER WHY: One of my closest friends is an architect that is working on digital fabrication for the most complex buildings in the world. And, he had come up with a proposal for a Burningman installation. Although the installation was buildable, he needed funding in order to make his vision a reality. Hence, I joined in on the project as an advisor to secure funding. We are still currently in process and are targetting public consumers through a kickstarter campaign and corporate sponsers through networking and cold emails.
WHAT / HOW: 1. Product and specifications ready 2. Formulated initial product mix and pricing based on qualitative customer knowledge 3. Conducted conjoint analysis on pricing and product mix 4. Revised product mix and pricing based on conjoint results (slightly adapted for price anchoring) 5. Launched kickstarter campaign with low budget promotions through social media (direct and bots)
SKILLS: Research and Pricing • Conjoint analysis of product mix • Pricing surveys • Developing product mix and pricing Communication • Script writing • Copywriting for social media posts • Templates for corporate partnerships Rendering of The Lost Tesseract
Sample mix of products: bandana, necklace, panel
Left: Rendering of built installation. Right: Physical Scale Model
QUEEN’S WHARF DEVELOPMENT WHY: I was hired on Australia’s largest project, Queen’s Wharf, to assist the team in advancing design development and improving the iteration process. Having extensive experience on similar scale projects in Asia, I was able to bring in my expertise of digital design to the firm and implement a new process for design development. Furthermore, I was tasked to ensure the deadlines during this process were met whilst ensuring design quality and feasibility.
WHAT / HOW: 1. Ran stakeholder workshops to advance design and approval process 2. Took existing design inspiration into ideation process on major parts 3. Introduced new software and workflows 4. Mentored peers and juniors on how to use software 5. Educated managers on capabilities of new system 6. Mentored juniors on presentation and communication
SKILLS: Stakeholder Engagement • Multifunctional Workshops • Co-creating solutions Digital Advisory • Introduced new software and workflow • Provided officewide training • Educated managers on capabilites
KUNTAI RESIDENTIAL SHOWROOM WHY: The client commissioned our team for the showroom of the iconic Da Wing Jing development. The development consists of four A-grade office buildings, a highrise residential building and a multi-purpose commercial exhibition complex, a block away from the infamous Galaxy Soho by Zaha Hadid. The showroom will exhibit both the units of the highrise residential units as well a model of the overall development and other related materials to the Da Wang Jing Development.
WHAT / HOW: 1. Preliminary design process with 3 options 2. Final option selected and collaborations with engineers and consultants began 3. Iterations with all parties to ensure feasbility and quality 4. Drawings and deliverables sent to buildings and LDI 5. Oversaw construction process
SKILLS: Design Iteration • Preliminary market and site studies • Concept design & storytelling • Multifunctional collaboration Project Management • Stakeholder engagement • Managing subcontractors and partners • Managing team deadlines and deliverables
AVIC SCIENCE PARK COMPETITION BID WHY: Based on an aviation theme, our concept stems from aerodynamic elements. The main tower draws inspiration from the cross-section profile of a plane’s wing and embodies together all the functional requirements of the brief into a single 240m tower, as a hybrid hotel and office tower solution. The result is reflected in the Masterplan having more freedom to create dynamic spaces in the plaza through utilization of the extra free space and incorporation of sunken plazas. This creates an unique user experience for the future users of the tower and its surroundings.
WHAT / HOW: Five week project: 1. Conducted preliminary research and brainstorming based on market studies and local culture/nature. 2. Ideation and option development 3. Main option selected and iteration process begins 4. Subcontractors briefed 5. Iteration process continues until final deliverable production
SKILLS: Design Iteration • Preliminary market and site studies • Prototype testing • Final presentation quality control Project Management • Multifunctional team coordination • Managing subcontractors • Managing team deadlines and deliverables
AVIC SCIENCE PARK DESIGN DEVELOPMENT WHY: As the project moved into SD phase, the client provided us with many new pieces of information that ultimately had to influence the design towards a more conservation solution. As a result, months of hard work ensued coming up with many options to provide a sustainable, cost-effective solution whilst still aiming to provide an unique user experience and aethetic to the development.
WHAT / HOW: 1. Redesgined and remodelled Main Iconic Tower and Mall 2. Developed detailed plans of cores, mall and parking 3. Coordinated deliverables of interim reports to client to further design progress 4. Work closely with different experts and stakeholders to align feasbility and quality of final product
SKILLS: Design Iteration • Detailed design iterations • Virtual and physical prototyping • Producing interim communcations Project Management • Multifunctional team coordination • Managing engineers and experts • Managing team deadlines and deliverables