2012 portfolio

I n d u s t r i a l

d e s i g n

Chien-Ting Hsu Portfolio

Chien-Ting (Jessie) Hsu

Studying and working experiences 2011- now

Product designer Exustar (Taiwan) Co., Ltd.

- Cycling accessories product design - Graphic design

2010-2011

2008-2010

Diploma of industral design Umea Institute of Design , Sweden - Product design/ Interaction design/ Sustainable design/ Design management/ Service design/ Consumer research Project manager Elematec (Japan) Co. Ltd., Taiwan branch - Portable device and home applience design - Coordinator between projects

2007-2008

Sales representative Panasonic (Japan) Co. Ltd., Taiwan branch - Domestic PCB material sales - Set up domestic sales plan and budget

2006-2007

- In charge of Japanese market - Assisting for laptop case design

Born on November 3rd, 1982 Taiwanese Speaking Chinese/English/Japanese (and a little bit Russian) Contact me: komatsueriko.tw@gmail.com

Project manager assistant Yi-Hsin industry (China), Shanghai branch

2001-2006

BA of Japanese literature (Minor courses of marketing and trading) Tamkang University, Taiwan - Social context study/ Writing research/ Linguistic/ Immigration study - Economic/ Marketing/ International trading

Design skills - Free hand sketch - 3D mock-up and model making (foam and clay) - Analytic thinking - User research - Creative techniques - Product semantics

Computer skills - Photoshop - Illustrator - Indesign - Html/ CSS(basic) - Rhino - Solidwork - Autocad - Keyshot

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Index of content

Pay as you like

My SF Bio

Garden spray

Indoor cleaner

Cooking assistant

Ergo cycling bib shorts

Passionate Exustar

Pay as you like Interaction design, collaborate with ICA AB, Sweden 6-weeks academic team project, February, 2011 This wireless device is designed for ICA, a huge supermarket chain in northern Europe. Many people use credit card to pay for shopping, however they always are worried about many security issues within payment process.

The goal of project is creating friendly and interactive product, solving security consideration within payment process as well.

Through user study, scientific analysis, mock up building and evaluation to improve concept implements. As a team member, I was in charge of user interview, flowchart and mockup building, graphic design of interface.

User observation and customer journey After observing and user interview in the ICA,we built flowchart to distinguish major problems. Most of them occur on pin code input with unknown machine and arranging receipts. Users are usually worried about:

Get stuff

Go to checkout

- How and where to insert the card?

- Don't feel really save during inserting PIN code

Cash or card?

- Taking reciept is annoying - Interface language is Swedish only

CARD

- Paying on unfimiliar machine feels unsafe

Swipe “extra� card

CASH

Insert payment card

Paranoid user with bunch of receipts...

Pin code code ++ confi confirm rm Pin

Rejected

Check final cost + confirm

Wait

Remove card 1.

5.

2.

6.

3.

7.

4.

8.

Take receipt

Take shopping

Rejected

Ideations and analysis

Clear RFID card with finger print recognition

Fu nctio n analysis

RFID key with finger print recognition

Necessary functions * Pin code input * ID methods * Secure * Simple language

Desirable functions * Fast track * Single hand use * Few buttons * Durable

Unnecessary functions * Hygenic * Change button colors

After user study, paying on unknow or unfimiliar machines is the biggiest problem for most of users. They worry about pincode leaking or incorrect amount of money transfering.

Concept 1

Concept 2

Concept 3

Concept 4

Analysis methods such as brainstorming, problem define, and function analysis explain whole system's strength and weakness. Base on conclusion, there are four primary concepts with different types of portable electronic devices. All of them are private-use and equipped with wireless function.

Through primary user test, most trustoworthy ID method is still pin code input. Card with pin code input function is selected to be the concept to do further development.

Mobile phone with finger print recognition

Card with pin code input and queuing alarm function

Analysis and primary user test Safety and security

Concept 1

Concept 2

Concept 3

Concept 4

Operation speed

Conveniece

3

3

4

4

4

4

4

5

4

5

4

5

Interface refinement and Lo-fi mockup tests

After combining strenghs from other concepts and process refinement, selected concept is developed its senario as: 1. Insert pin code at any corner in the store to prevent sneaking

" I always have to wear glasses when reading the screen" " I usually keep the receipt for guarantee" " I sometimes gave my card to my daughter when I was away"

2. When the device is connected into intranet, users can choose to pay within certain period of time.

3. During scanning shoppings at counter, check-out list will be shown on the device immediately.

4. All receipts are stored at ICA's server, users can load the latest one on device.

Lo-fi mockup test is based on the senario. According to users' opinion, some revises are done at physical model building stage.

" I don't look at the receipt" " I have never seen the cancel button on machine" " I feel safe"

Physical model and user tests

Actual-size physical model includes refinements which bases conclusion of Lo-fi mockup tests. Simplified functionalities and process fit most of the user requirements.

Second user tests Advantages of refined concept: - Simple interface prevent incorrect input - Three attempts warning - Sound alarm - No more complicated paper receipts - Easy-to-carry size - Durable and sustainable

Final design and scenario

Choose to pay or check latest receipt.

Inserting pin code to identify the user is correct or not.

User has three-time chances to insert correct PIN code. If more than three times wrong pin code inserted, the device will be locked and user needs to ask staff for further help.

Register starts to check out user's shopping after pin code checking.

At the same time, check-out list shows on the device, user can review any incorrect item immediately through the list.

ACTIVATED CARD ENTERS PAYMENT AREA CHECKOUT RECOGNIZES ACTIVATED CARD

PAYMENT AREA

After the shopping is checked out, total amount will be shown on device and user can decide to pay or not.

Once user cancels payment, it's necessary to talk with register and check details or problems.

After successful payment, user can check electronic receipt right away. For sustainable reason, shop won't provide paper copies.

Only latest electronic receipt will be saved in device and user has to have account on ICA's website.

Receipts can be checked at anytime.

My SF Bio Design management 2-weeks academic design project, December, 2010 SF bio is the biggest movie theater chain in Sweden. Nevertheless most of consumers do not think the services equal to the price they pay for tickets.

This project focuses on service flow design research and provide soutions to improve and expand user experiences.

Through analysing its brand identity and existing service process, there are long-term strategy objectives for providing better user experiences.

Brand identity and user study SF Bio provides a wide variety of movies for everyone. Its main market is in Sweden and Norway, some branches in Finland, people who want to experience movies in a comforatble place in the era of downloading and home entertainment.

T a r ge t g r ou p s

Everyone could be the target group, from 5 to 90 years old. Most of them are: - Visit SF Bio 2 - 3 times a month - Watch various kind of movies - They would like to enjoy quality services

Persona Erik and Sofia are brother and sister.

They are college students, and usually go to SF Bio twice a month. They watch all types of movies.

Customer journey and observation Consumers want to receive positive identity from the brand, but identity that SF Bio expressed to customers is very negative.

When customer visit SF Bio

Boring Mediocre communicated identity Local Regular Unfriendly Keyzones

Huge gap Touchpoints

What customer expecting SF Bio

Joyful International Professional Premium Friendly

desirable identity

Problem define and strategy ideation Base on research and analysis conclusion, there are two long term ideations to improve customer experiences.

- Let customers can share their movie watching experiences to friends through social networks.

- Combining with other services to create options for premium experiences.

- Building interactive website and advertisement to attract user's interests to SF Bio.

- Satisfying other feelings such as tasting, and relaxing.

Interactive with customers

Ideation 1

Expanding SF bio experiences

Ideation 2

The problems are...

Visiting SF Bio's website

Booking seats on SF Bio's website

Arriving SF Bio

Paying ticket at counter

Waiting at lounge till movie begins

Watching movie in theatre room

Leaving SF Bio

Long term strategy and vision for the brand For providing pleasant and relax atmosphere with movie viewing experience, three long term objectives for the brand and its strategy development.

Theme theater room - Transform regular interior to specific scene in the movie.

- Snacks and accessories related to the movie.

- Staff with theme custome.

- Experiences with all sences.

Everywhere with SF Bio - With a little money, watching any movie through SF Bio's database.

- Available with any kind of portable devices.

- Enjoy movies with home feeling.

- Able to stop and play as you like.

Enjoy SF Bio besides movie - Food court in the theater area, various choices for tasty food.

- Small shops let customers spending queuing time.

- Quality services for all aspects - SF Bio isn't only a theater chain, but also a inspiring brand.

Indoor cleaner Transportation design 4-weeks academic design project, March, 2011 Design a vehicle for your home country with any usage is the goal of project. I choose to design an indoor garbage collecting vehicle.

Too huge population live on a tiny island, and great number of waste are created everyday. Especially when most of people usually spend their time at indoor public spaces, how to solve transporation issue of cleaning garbages at indoor public spaces becomes a serious issue.

This indoor garbage delivery vehicle focuses on reducing cleaning cost, improving sanitary solution on garbage collecting and faster delivery process. Due to this vehicle will be used in indoor public spaces, it contains more aesthetic elements, safety and friendly shape.

Ideation and development Inspiration comes from nornal indoor cleaning vehicle, but cabin moves to front side of driver seat within the concept. It is more convenient for cleaning workers to control their work during collecting garbage. For the sanitary reason, robot arms collect waste instead human hands. Concept implement focuses on ergonomic, high tech and user friendly operation process. The vehicle can not longer than 3 meters, 1:1 mockup also helps to simulate actual situation.

(

Taiwan

1 year garbage volume

1.1Kg/ Day

+

(

x 24 Million

=

450m

Final design Monitor with touch screen Robot arms with vancum suction function

Direction adjustable seat Automatic door

Electronic engine and rechargeable battery

Alarm light with camara

This concept combines with current technology. Garbage is packed with RFID tag and put in certain storage. When the storage space is full, wire at storage will send signal to inform collecting. Workers drive the vehicle to collecting point, and clean waste at one time.

Driving to the collecting point

Ready to pick up garbage

Put garbage from upper door

Front door open, ready to remove garbage

Inner deck rises, helps to remove garbage

Garden spray Ergonomic design, collaborate with Gardena, Husqvarna AB, Sweden 6-weeks academic design project, November, 2010 Gardena is the largest gardening tool brand in the Europe.

However, consumers complain about poor ergonomic design of existing garden spray, also the outdated look which designed at 1980s.

Redesign its ergonomic design and apperence for premium European market, also it has to fit company's core values.

The project includes scientific research methods such as body geometry analysis and user tests for concept development, also combining with brand color priciples to develop its visual design.

Background and research Gardena has its own brand core values, and all the product designs have to meet this basic principle. Even the spray is equipped with ergonomic design, but it's still lack of attraction to consumers.

Ergonomic

Inspiring

Intelligent

Price

Convenient

Target group - European - Stable and high income - Love nature and animals - Independent house - Gardening lover - Enjoy leisure life

Fit together

Aesthetics

Ergonomic analysis and problem define According to user test with exisiting product, there are some significant ergonomic concerns: - Handle has to fit palm shape with natural holding gesture - Trigger should not interupt user during pumping - Weight center of bottle needs to stable for reducing pressure on wrist - Supporter should be long enough to support total weight of spray

Moving upward - Pressure on palm and wrist - Hard to pump for long time - Need to adjust hand position on trigger often

The main problem of existing product is supporter, it can not help user reduces the pressure from heavy bottle effectively

Moving downward - Pressure on arm - Do not need to push hard - Support part is not effective

Calculating European hand's average size with census software to design proper product size for target market.

Ideation and user test

Evaluating sketch concepts with Gardena's core values to define direction of ideation development, also meet color rules to make consumers recognize product easily.

Weight model simulates full water bottle. it helps evaluating right balance during moving, testing functionality of different concepts as well. Support part is also an important point of evaluation.

I evaluated sketch concepts with Gardena's core values to define direction of ideation development.

It’s also important to fit color principles for recognizing product easily.

Final design and scenario

Advantage of final design - Support part can disperse bottle weight efficiently - Function parts are seperated by colors - People without hand power can use it easily - Extra cap on bottle helps user to clean Strong weight supporter

Existing design

Handle with curve

Supporter for twisting

Trigger with broad angle

Extra open cap

- Soft robber handle provides comfortable touch

Cooking assistant Product design 4-weeks academic design project, September, 2010 This kitchen product aims for Asian market, people rarely cook by themselves due to long working hours and busy life. They usually eat in restaurants or food wagons. However, unhealthy cooking methods will gain risks for diseases.

Goal of project is helping people to do healthy cooking easily, and saving time for preparing materials.

The project includes cultural context research, function analysis and studying with current technology.

Background and user study

Necessary function

- Make shopping list - Cooking advice

Most of Asian dishes cost a long preparing time with plenty of materials. Thousands of complicated cooking methods is another problem for people who live with fast pace lifestyle and exhausted work.

- Single hand operation - Portable device - Durable

Asian usually shopping at open food market.

They can get various types of material with freshness and reasonable price. However shoppers have to prepare detailed shopping notes and spending hours there, or they just waste time.

I was inspired by scale and shopping note, the most important roles during shopping at open market. Foods are never packed with certain package style, all the prices and shopping are flexible. But business men lie on weigh to consumers.

+

=

?

Unnecessary function Desired function

- Shopping assistant at open markets - Lightweight

- Simple shape

- Complicated interface - premium technology

- Fixed data in the device

- Too many physical buttons

Life style

Target groups

- Fast pace of life - Eating out is affordable - Preparing food is troublesome - No time to spend on food shopping - Unhealthy food is always delicious

- Asian - Man/woman - 20 to 50 years old - Do not cook always - Educated - Busy all the time

Ideation and user test

Base on research conclusion, further sketching shows concept implements. The device does not only provide personal shopper and scale function, also combine with recipe function.

Here are some specific concepts of the design: - Single physical button - 3 inch touch screen for operation - Lightweigh, estimate 500 grams

Shape inspiration comes from a plant which usually be used in open market for food wrapping.

- Portable, around A4 size - Power recharge and data update with USB port

Mood board - Quality of life - Cooking is easy - Health body - Share food with family

Final design 3.5" touch screen

Curve for finger

Fit-palm handle

physical button with light warning Scale area

Flat buttom

different colors

Recipe Searching recipe as using slot machine. You can update data through the internet.

Homepage Scale Put food on the device, weight will be shown on screen.

Shopper You can choose typing or hand-writing to insert notes.

Ergo cycling bib shorts Product design, work for Exustar co. Ltd, Taiwan Commercial team design project, October, 2011 This is a completed work at my current job. Exustar is a Taiwanese bike accessories brand,and its core business strategy is transforming from traditional design to ergonomic thinking.

Turning its product design from low to premium market through this ergonomic cycling bib shorts is the target of project. Improving comfortable riding experience from special cutting design and ergonomic chamois are points of research.

The target market of ergo cycling bi shorts is professional road bike cyclists. Body geometry, user study and current product analysis are major research points within the project. As a project leader, my main contribution to the team is project proposal drafting, leading body geometry study, user research, concept drawing and ideation development.

User study and analysis Most of road cyclists are male, they usually ride for competitions, sometimes spending over five or six hours during training. Cyclists are always exhausted with keeping the same position, also riding uphill and speeding up cause painful muscle. Besides, pressure on perinuem area is another problem for them.

Current product

Narrow stripes cause marks on skin

Mesh fabirc is lack of flexibility

Body geometry analysis

Primary active muscles the work at the Quadric ep do most of works during top of the stroke. Glutes then hamstring pushing pedals down, k to 9'o clock sweeps the pedal bac position.

Supporting muscles pedal to the Hip flexors help life the nd top for another go- arou

Higher position provides support to muscle

Hip flexor Gl

u te

Qua Ha m

dr i c

s t r in

Auxiliar y muscles es during Calves work with glut at 6 o' clock the pedal approaches position.

ep

g Too thin chamois to release pressure on perinuem area

Calf

Lap grippers are too tight

Persona - Male, 18 - 35 years old - Professional cyclists - Cycling 3-4 times, average 5 hours per time - Join pro competitions

Only sunburn preventing function, ineffective panel design for improving riding

Early concepts After ergonomic study and interview with some professional road cyclists, I organized informations and sketching different ideations for further implement. Also creating mood board provides directions for concept development. There are some significant research conclusions for developing concern.

- Reduce skin marks from gripping pressure (especially on hip, lap and waist position) - Comfortable cutting - Sufficient muscle support function - Slippery problems between skin/ bib shorts/ saddle during riding - Friction on certain poisition(ex: nipple) Redesign cutting panels to fit ergonomic concept and body geometry, also improving aesthetic and emotional elements to the shorts.

Mood board Breathable Comfortable

Ergonomic Professional

ideation development Ideation 1

Ideation 2

- For regonizing Exustar product easily, the bib shorts design

- 8-panels streamline cutting fits body curve better

with brand colors: blue, black and white

- Classic black bib shorts with professional look

- Reducing amount of cutting panels can decrease friction

- Mesh on the backside keeps body warming during winter,

between fabric and skin

prevents sunburn during summer

- Special panel shapes improves support function to muscles

- Specific panel design of lap part provides dynamic riding

- Ergonomic chamois increases comfort of long time riding

- Equipped ergonomic chamois

Final design The ergo cycling bib shorts combines strengths of ideations.

Speed is the most important thing that professional cyclists care about. Increasing number of panels and streamline cutting close to body shape, reducing air resistence during fast riding.

Muscle support function decrease great drain on muscles. Better breathability improves body dry and comfort.

Wider stripe to reduce friction between skin and fabric

Mesh for breathability

Support muscle function

The bib shorts support muscles by using flexible fabrics which have own stretch direction. Applying suitable fabrics to unlike muscle groups reduce muscle pain after cycling for long time or exciting movement during competition.

Dynamic cutting for muscle supporting

User test

Higher position of shorts creates supporting and flexibility of cycling

Fit for lap shape, reduce pressure of gripper

User test comfirms the panel design is efficient during long time cycling, and excellent streamline shape for riding in high speed.

Performance in motion Branding design for Exustar co. Ltd. Commercial project, December, 2011 This is another work at my current job. Exustar aims to expand its international sales and visibility when the market is shared

by US and European competitors. Improving its graphic design of package, exhibition shelf design for dealers and website are main tasks of the project.

Exploring possibility of color combination and dynamic pattern to make packages attactive for premium market. Creating product exhibiting shelves for dealers for extending consumer experiences from product reviewing to whole shopping process.

Teamwork on website building for customers to know our products quick and clear. As the team leader, I am in charge of proposal making, graphic and layout design.

Choosing to use mixture of dark and light blue on pure black background to make strong contrast.

This pattern is inspired by clear blue sky and white clouds. It also extruded cycling passion, natural feeling and reliability.

This visual idenetity applies on all packages. It's easier for consumers to recognize the brand within short time.

About the website(http://www.exustar.com/2011/ index.html), quick product search and reviewing key information for consumers are necessary.

When users entering homepage, product categories are clear and easy to be seen. They will arrive sub categories for detailed product introduction after choosed main category.

Pantone 293C

Pantone 297C

Pantone blackC

Creations - Sculpture works - Graphic design

Snow sculpture Ume책, Sweden When 2050 comes, what will Ume책 look like? This is the topic for 2010 Ume책 snow sculpture competition. Me and two friends built this bikini lady with the concept: We would like to mention people about serious global warming problem, or there might be tropic beach at this small town near arctic circle in near future.

Solidworks Ume책, Sweden During studying industrial design diploma, I use hard and soft foam to create mockups for most of design projects. Also clay sculpture for form developing training.

Poster design Graduation exhibition Ume책 Institute of Design Sweden Design is like water, a necessary element for your living.

The drawing was created with illustrator

Midori &Teaのお茶取引 必ず自社茶園から購入します。季節限定茶はMidori &Teaの茶師を厳選

純粋、生活、幸せ

じ太さを揃えるとして過程に静電式選別機を使われ、選別という過程を

Midori &Teaの茶師を厳選されます。機械で仕上げ加工を行い、深い

されます。機械で仕上げ加工を行い、深い緑のお茶を選びます。 さらに同

Midori &Tea茶の芽は必ず自社茶園から購入します。季節限定茶は

繰り返します。究極なお茶を召し上がってください。

緑のお茶を選びます。 さらに同じ太さを揃えるとして過程に静電式選

別機を使われ、選別という過程を繰り返します。究極なお茶を召し上が

ってください。

Graphic design/ copywriter work

一人飲もう 何時でも気軽に召し上がることができる雰囲気を作り出します。

Japanese tea intro 2005

生活に生きるお茶の飲み方を提示します。各地からきれいで、純粋な、

Ten Ren tea company Taiwan

一緒に飲もう

Ten Ren is a Chinese tea company, and they would like to expand business in Japanese tea market in Taiwan. Leafsheet-type introduction explains relaxing mood when you enjoy the product.

This design was created with photoshop and indesign.

ヘルシー的な茶を集め。夕方、紅茶一杯で疲れた心を癒し、気持ちよく 一日を見送る。紅茶とともに楽しい一時を過ごしましょう。

お茶は飲み物だけではなく、生活芸術と言えます。優れたお茶と繊細な 茶具によって生活の趣味を創造できます。主客は一緒に楽しい時間を

過ごしてください 。

鹿兒島製茶株式會社は日本第二のお茶産地・鹿児島にありま

す。創業は1897年、百数年の歴史を経てます。 自社工場は1000 坪を超えて、農林大臣賞と通産大臣賞を受賞しました。支店は 十店が開きました。

お問い合わせ：0800-212-542

ホームページ：www.midori.com.tw

純粋、生活、幸せ

Graphic design Road cycling shoes 2011 Exustar Co. Ltd. Taiwan Passionate colors, dynamic pattern and shape with speedy feeling are necessary elements for Exustar's shoe products.

The drawing was created with illustrator.

Thank you for reading my portfolio.

Want somemore? Please visit: http://cargocollective.com/chienting