PORTFOLIO
BEFORE TELL U MY DESIGN
ONGOING STATEGIC PRODUCT DESIGN AOGE HU
Business Culture
PRODUCT DESIGN
Agile
Experience
Design in Technology University of Delft, I'm
Strategy
INTEGRATIVE INNOVATION
Management
As a master student major in Stragetic Product
Brand
reframing it in the brand vision on the business Service
Design Thinking Model
adept in looking into problems deeply and context, thus generating strategic solutions effectively along with my different expertises. I hope to work as a brand & strategy innovator in companies to conceptualise, develop and finalise successful products and services.
WORKS
Strategic solutions for expanding market segment for GoPro
Improving the Track&Trace system for KLM Martnair Cargo
Strategic solutions for expanding the market segment for GoPro
What is GoPro? GoPro is an American manufacturer of action cameras, often used in extreme-action videography.
VALUE CREATION
Mission: Enabling you to share your life through incredible photos and videos by capturing, creating and sharing the world’s most GoPro perspective with versatile cameras.
CAPTURE
CREATE
professional quality capture, exceptional versatility at affordable prices, lightweight and durable designs
eliminate painpoint of managing content, easy to transfer footage from cameras to easily organized and editing
SHARE GoPro studio and GoPro App facilitate posting of photos and videos to social networks
ENJOY production of entertaining and inspiring content, enhance value proposition
INTERNAL STRENGTH
community
brand equity
design-driven
EXTERNAL STRENGTH
make use of core strength
accessories
social influence
customer loyalty
cooperation
based on community expand social influence
INTERNAL ANALYSIS
MISSION
EXTERNAL ANALYSIS
improve sound quality explore new market
INTERNAL WEAKNESS
sound quality
lack of scale
little service
EXTERNAL WEAKNESS
select weekness to develop
narrow market
expensive
competitors
logistics
PERSONA
KHALIL Singer Guitar Player Songwriter
CAPTURE & SHARE STREET MUSIC
JAMMING & SONGWRITING
IT TAKES LOTS OF EQUIPMENT
Khalil playes at the Central Station every now and then for fun and to earn some money. He likes to capture and share his songs but does not has to focus on his music. Sometimes bystanders videotape it, but the quality of the audio is not that good..
These are the guys from Canal Island Project. They write songs togheter as a group and edit it in the cloud. Khalil sang in some of the songs.
Khalil playes abroad as well but has to take all his equipment with him. His guitar, microphone and amplifier. That’s why he likes small quality equipment.
BE A HERO
HERO NEEDS TO BE HEARD
TRANSITION: MAKE NEW PROMISE This musicians also creates and captures memorable and heroic moments in the form of music. The moments to capture are in places where it is hard and inconvinient to record with the existing products. O CU
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BRAND EMPOWERMENT
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HERO NEEDS TO BE HEARD
3 STRATEGY LAYERS
La
ye r
Enabling to capture and create musical moments that can be shared within an involved community.
Pro
du ct
An even stronger social media appearance Increasing the use of GoPro by musicians
r
GoPro Microphone
gic
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STRATEGY
Str
Software Development
on
La
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Closer Community
ati ov Inn
The community includes personal pages, genre channels, cloud based projects and more editing software. In this way, individuals make, share and enjoy music in a community through their personal pages and music genres. Musicians from all over the world can create songs together and organise online jam sessions or even live shows.
ate
The new strategic innovation focusses on developing a different yet stronger community and service for musicians.
Musical Interaction
Global Music Creation
Online Music Show
HERO NEEDS TO BE HEARD CUSTOMER JOURNEY
Share
Creating a musical community Global Jam session Khalil
LOGIN
Singer Guitar
My Stream
Soul
Joined video
on social media
Jazz
Rock Folk
Create Together
Cloud based Song writing
JOIN & START YOUR CHANNEL >
CAPTURE
MANAGE
Edit
Focus on your favorite musician
SHARE & ENJOY
Improve the Track & Trace system for AirFrance KLM Martnair Cargo
Goal: improve track percentage
Track & Trace Background
PROBLEM DEFINITION
90%
100%
Current track
Ideal track
Track & Trace system is a website on which customers have the ability to track their shipments
Other carriers
Left behind
Big
3 main shippment problems for offering T&T information
Currently 90% of shipments are non-trackable; the remaining non-tractable reasons are: 1. Split Shipment: The shipment is too big to fit in one aircraft, it needs to be split between few flights. There is no way right now to show this in the T&T tools. 2. Missing Cargo: Some pieces were left behind for any reasons or are lost. 3. Interline ship: sometimes other carriers are transporting the goods on behalf of KLM.
CARGO JOURNEY FOR KLM
Interlines
Shipper End payer, Forward’s customer
1st Forwarder Middle man (et. DHL) KLM’s customer
Indirect Business
KLM Responsible for shippment, offer T&T information
Shipment Interlines sometimes help KLM transport cargo
Direct Business
2nd Forwarder
Receiver
Middle man (et. DHL) KLM’s customer
Final owner of cargo
Indirect Business
2nd Forwarder
1st Forwarder
Customer Service T&T System
Bad Customer Experience
Small problems inside KLM
Shipper
Receiver
Every stakeholder turns to Track & Trace tool wherever there is a problem, resulting numerous telephone phones for KLM’s Customer Service Center every day which cannot be solved until now.
Despite this, there are small problems exist everywhere inside every departments in KLM, such as cargo handling problems, mismatch among departments, human typing errors and so on. These problems cannot be solved completely.
All these problems add up to a big problem which caused a bad customer experience. Further there are more telephone calls regarding complains and claims. The bad cyling is endless.
90%
100%
PROLEM TRANSFORMATION
What KLM want to improve: Track and Trace Percentage
What Customer really wants: Personal Contact
Key Customer: Forwarder
Cargo
Personal Contact Customers want to feel that KLM really pays a lot of attention to them, closer relationships should be built to connect customers and KLM
KLM Cargo
Digital Account Manager The digital Account Manager (DAM) is an online platform, focussing on creating personal contact for KLM’s customers (forwarders). It gives forwarders detailed information about their shipments in a transparent and personalised manner. This will result in a better trust of the track and trace data, therefore reducing the calls to the customer service. DAM will also offer them the option to leave a message, have a chat from within the DAM or acquiring a callback. All these options will enable the customer service to respond quicker and more efficient, thus taking up less of customer’s time resulting in a happier custome experience. Also by making the feedback option very prominent in the design it will be easy to keep updating and improving the platform. Due to the DAM being a digital product it can easily be developed in an agile way, making it possible to very quickly implement new features and feedback and also allowing for A/B-testing to be easily done for new features.
Personal
External Service
Digital Account Manager Transparent
Forwarder Interact
Internal Innovation
Hi, I am your personal account manager, offering all the Track & Trace information about cargo. All your needs can quickly be acquired through this platform. If you need any help, please let me know, and I will help you finding a solution.
KLM Cargo Brand Influence
Design Concept
9:41 AM
100%
9:41 AM
100%
9:41 AM
Key Activity Customers are able to interact with Digital Account Manager in 3 ways: leave message, chat online, acquire a call back. Digital Account Manager first set a promise and then deploy resources and staff in KLM to full customers’ needs within the promised time.
Responsive Platform
100%
Account/AWB Password
Personal
Personal
Transparent
Interact
Transparent
Digital Account Manager
Splash Screen
Login
9:41 AM
9:41 AM 9:41 AM
100% 100%
Interact
Leave message
Login
Menu
9:41 AM 100%
Account/AWB Password
9:41 AM
100%
100%
Personal
9:41 AM
AMS AMS
100%
Transparent
SAN SAN Digital Account Manager
Kuehne & Nagel ’s Digital Account Manager
DLV DLV
AWB: AWB:074-40279923 074-40279923
Status: Status:SFO SFO Account/AWB
1. Transparent explanation of problems 2. Give promises: action! 3. re-organized plan for cargo if tranported wrong
Interact
Account/AWB Password
Chat Online
Password
Account/AWB
2
Leave message
Chat Online
Password
2
Acquire call back
Comment on DAM
Personal
Transparent
Interact Personal
Nofify meme Nofify
Cargo Overviw
Transparent
Interact
Interact Interact
Shippment Detail
Feedback
Acquire call back
Internal: Cargo Control Center
ORGANIZATIONAL CHANGE Truck Management Express & Postal Solutions
Information Management
Innovation deliverables contribute to CCC & CSC
Flight Operations
Marketing & Communications Handle Department
Forwarder
Designers
Claims
CCC & CSC serve customers through platform DAM
Warehouse
Innovation Department
Forwarders, 3rd parties and representatives from every department will be deployed by the new Innovation Department to innovate together on updating the Digital Account Manager.
Digital Account Manager
External: Customer Service Center
Forwarder
The Digital Account Manager functions as a platform, offering different kinds of services regarding Track and Trace and helps to create closer relationships between forwarders and KLM Martinair cargo.
ROADMAP FOR KLM Product Sythesis
The proposed roadmap is a rough but agile innovation plan. The first step is to set up an innovation department. The first version of DAM is estimated to launch in May and representatives from KLM’s departments should be involved in the innovation department to keep on perfecting the system. In July of 2016, innovation department will constantly update DAM based on constant feedback from forwarders. The cycle iteration is advised to be 1 month to remain agile. It is also advisable to involve different forwarders in every iteration. KLM is also advised to cooperate with 3rd parties, such as design consultancies to co-create, gradually integrating other funtions and interaction in digital account manager, and not only limit it for Track and Trace, but to integrate more services to make a smooth business chain. As a result, the DAM is expected to become KLM’s ambassador to add brand value and attract more customers to make more profit.
Function update Forward as a resource
Set up Innovation Department
Business integration Interaction update
Involve AFKLMP’s department
Internal: Agile Innovation Cycle iteration: 1 month
2016
2017 July
2018
External: Open mind
Forwarder research
Digital Account Manager Version 1.0
Digital Account Manger serves as AirFrance KLM’s ambassador
Co-creation with 3rd parties
Constant feedback
Worshop with forward
Service integration
Thank you for reading!