DESIGN MAP
Hi, I am Jianzhou Song. I am a designer focused on Industrial Design, Design Research and UX Design. If you have any questions about me and my works, feel free to contact me at jianzhousong@gmail.com. Design Map is a collection of my works. You can know more details about at www.jianzhousong.com. Enjoy!
A map is a testimony of human civilization exploration. Design Map documents my trip of exploring the design world as well. I believe that all design areas share the same principle, that is setting up positive connections between two different objects. That’s why I am intrested in a lot of different design areas. In Design Map, you can see all my works and what it is about. In general, all my works can be categorized into three different sections, product design, design research and visual communication. Again, hope you like it.
content
weave spiral visual system paper chair eros
whisper
design map
candy swan light
q-wheel
MTRL 2020
dreaming tree
DESIGN MAP package emotion electronics furniture culture boomers visual communication researh method event hosting under construction boeing=B, kraft=K
gun control
deer chair who I am
pkg. studio1
b1
b3 b2
weather Map
b4
p&g k1 hosp. signs
smucker’s
k2 pkg. studio2
product
DEER CHAIR
Project: graduation thesis Advisor: Xiaochun Wang Outstanding graduation thesis award
PROBLEM STATEMENT Redesign the Ming-style chair for the modern lifestyle.
OPPORTUNITY IDENTIFICATION The reason why we need to redesign the Ming-style furniture is that the social, technological and economic aspects of Ming and Qing dynasties of ancient China no longer fits our modern life style compared with other modern housing objects. Without redesign, there is no possibility for it to be accepted by our younger generations. Dynamic SET factors
T
S
E Modern lifestyle Ming&Qing
Traditional Culture
Sustainable Design
Stylish Aesthetics
However, research shows market potential because some of its characters fit well with our design trends. Such characteristics should be maintained in the redesign. The development of the new technology provides the redesign with additional possibilities.
Ergonomical Care
New Technologies
Form, decoration, materials and structure are integrated in the appearance to compose the unique cultural experience of Ming-style furniture.
FORM RESEARCH
There is a complicated system of Ming-style chairs. the name that specify period, material, structure, and geographical functional factors is used to define a succinct chair.
DECORATIVE PATTERNS
MATERIALS
CULTURE RESEARCH We can recognize clearly the influence of Confucianism and Taoism, which are dominant affects in China today, in the chairs. The bridge between the chair and Chinese traditional philosophy is the literati of that time. ESSENCE Pure,natrual and fluent
The literati who have such philosophical views immerse themselves into furniture design practice, endowing the real objects with their philosophy of aesthetics and life attitudes.
AESTHETICS The Tao follows nature； inaction harmony between man and nature
道
e
OPERA&NOVEL Ming novel and opera are the peaks of Chinese art history. We can see the influence of both Confucianism and Taoism. For example the Taoist chanting in the opera.
a opera
道 儒 skretched
novel Influence from Taoism
literati ESSENCE Controlling oneself and observing polite ways value propriety and object to personalized publicity
儒
e
a
AESTHETICS Implicitness, regulation and appropriateness
Influence from confucianism stately
TARGET USER DEFINITION With the research of target users’ daily life, the scene around the chair is divided into five groups and each of them offers different oppotunities for the redesign.
c a c u e
lwith body leaning forward lhe needs something to supply his body lchairs are usually in series
ommunication
communication
lpeople sit on chair, drinking, reading, playing.. lthey need more places on the chair
amusement
musement
lback is flexible or airpermeable lfollow the ergonomics lcombined with cushion and so on
omfort
unrestricted
everything
THE CHAIR SHOULD BE
IN HIS LIFE, CHAIR IS..
JOHN NEEDS A CHAIR
comfort
lsit can be any postures lanywhere of a chair can be used to sit
nrestricted
ldesk,hanger, ladder, bed, table..
verything
OPPORTUNITY EVALUATION
DESIGN ORIENTATION
comfort
Design a modern chair to fit John’s amusement use. At the same time, supply him with additional emotional experiences.
research based on the appearence
Ming Qing
b
c
d
decoration form structure materials
culture philosophy
house life photo gallery
am
g n i th
research based on people and culture
a
trends from structure materials technics
Now
ent em us
ev e ry Opportunity Eveluation
in
out
ricted rest un
commu nic at
n io
our modern lifestyle is involved with communication, comfort, unrestricted, amusement and even everything. After the evaluation of the five opportunities. I decided to focus my design on amusement satisfication due to its great potential.
b
ac S
S= Sensibility
d R= Rationality
R
SKETCH DEVELOPMENT
DEER CHAIR
PRODUCT DESCRIPTION Deer chair is a object integrate the traditional experience and modern value.
Design is trying to present the agile and vital feeling, which is just like the deer.
TRADITIONAL EXPERIENCE
Chinese value the character of undemonstrative, advocated by Confucianism. The only decoration of the chair is inside, which is design to follow such views. The form inspiration is from the Sika Deer, which is an immortal in Chinese fairy tales.
The traditional decoration used is succinct, following the modern esthetics.
Mortise and Tenon is the most distinctive structure in the Ming-style furniture. The different colors of the wood emphasize the features.
The tray under the seat is designed for laying gadgets when people are on the chair.
The decoration is called “俯仰山字纹”in China. It can be seen in some Chinese traditional objects.
There is no beam between the legs, making the chair lighter both in use and vision.
MODERN VALUE
There will be the sound of friction when pulled, adding to the audio experience of the history.
DEER CHAIR
Spiral
Project: Product Formative Material & Craftwork Advisor: Jingzhou Song
PROBLEM STATEMENT To design the new package for wine and effectively conveying the spirit of it.
MARKET RESEARCH
OTHERS
The market share of high-end wine in China is 50% and it is still growing since more and more companies transfer their focus on high-end market, for example CHANGYU, which is the largest wine company in China. High-end wine needs unique package to distinguish themselves from others
PET
TETRAPAK
CAN
GLASS
MARKET SHARE
Nearly all the packagings of wine are glasses. Other packages like can, Tetrapak and PET just have been used in wine areas. However, their proportion in the market is extremely small. Most of the package designs for wine are just limited in graphic design and style design, while the glass packages have lasted hundreds of years.
HIGH-END MIDDLE-END LOW-END
MARKET SHARE OF WINE IN CHINA
PRODUCT DEFINITION
LIQUOR
Liquor mentions Li Bai, the most famous poet in China and he wrote: Make me, three hundred bowls and one long drink! It emphasizes brewing, traditional and history.
BOLD FREE PURITY
Wine represents fancy restaurant, candle-light dinners, ladies and gentlemen.
ALCOHOLIC DRINKS
WINE
It emphasizes quality, history and brewing.
ELEGANT NOBLE NATURAL
Beer reminds us of Beer fest, football fans and bars.
BEER
It emphasizes technology and modernity.
PASSION FESTIVITY MODERN
SKETCH DEVELOPMENT
ELEGANT
NATURAL
PRODUCT DESCRIPTION
“Wine, such a miraculous liquid. It will circle elegantly when poured into a goblet!�
The glass is wrapped by the fast growing wood, which is cyclic in origin and not harmful to the environment. The wood, different from the glass can offer people warm tactile experience when holding it. the transparent spiral glass not only reinforces dynamic circling visual experiences but also facilitates the understanding of the remaining amount of wine. The wood is associated with the natural brewing of the wine in a cellar, which emphasizes the healthy and natural experience of wine.
There is low requirement of the manufacturing technique since the wood is just wrapped outside the glass-lined tank. The cost will not be much higher.
MARKETING STRATEGY
$99
spiral
$99
Innovative package is crucial to a brand and we can ďŹ nd a lot of successful examples. In these brands, the most famous is Absolut Vodka, the success of which is based on its unique package and a series of marketing strategies around it.
$99
party
$19
sunny
$49
Spiral locates itself in the high-end market which has 50% market share in China. The totally innovative package makes it different from any other competitor. Spiral creates a new Brand Figure for the company and the company can extend its series based on spiral.
The spiral can also have some branches, champagne with yellow glasses, ice wine with blue glasses and red wine with dark red glasses.
WHISPER
Project: Lite-on Award 2008 Advisor: Xiaochun Wang Partner: Xiang Guo, Jinlong Liu
PROBLEM STATEMENT Design a new CD player for the users’ domesticity. Help them to release the pressure of social life.
social
PRESSURE
family
RELAXATION
NEW DESIGN
TECHNOLOGY
People suffer great pressures in the social life. Ironically, the new technology, which intends to help us with our daily work, increases the harmony of the modern society and brings more pressures. Home is the harbor for people to relax and refuel themselves to prepare for the social challenge of tomorrow. Home objects should create Stress-free and peaceful atmospheres.
DESIGN DEFINITION We should create a peaceful atmosphere for the users to release their stress from daily life.
Create peaceful atmosphere
s
ocial
There are many elements in our social life that present peaceful atmospheres for us. We need to refine the spirit and add them to our CD design.
n
ature
More and more people prefer to relax themselves in nature. Nature creates a stress-free atmosphere for us and we can use them in our design.
h
umanities
Chinese humanities held that the aim of describing the real materials is to create artistic conception, which is more important. There is a famous poem that said: The forest is more peaceful while cicadas are chirping, The mountain is more secluded while the birds are singing. It is called to represent still with move.
PRODUCT DESCRIPTION Whisper is a wall-mounted CD player with succinct form and white color. Compared with other CD players, Whisper is interested in creating a stress-free atmosphere for domesticity. PLAYING
With innovative structure, the CD will rise gradually during the rotation until the end of playing. ENDING
At the end of playing, the driving device in the player will stop and the CD will roll out because of the inertia and stop at the notch of the player.
SKETCH DEVELOPMENT
1
DESIGN POTENTIALITY The bare CD opens a broad opportunity for dynamic graphic design.
Pursuing the succinct form and ascension of the cd player, we applied innovative structure to our design.
2
3
1
1 driving axis
2
1
2 laser device
3
3 notch
4
imagine it!!
INNOVATIVE DRIVING MODE Instead of the normal driving mode of other CD players, driving the CD from the central hole, whisper use the driving axis near the edge of the CD to make it run. The moving of both driving axis and laser device can guarantee all the data in the CD can be read.
5
weave
Project: Tea Package Design Advisor: Xia Li
PROBLEM STATEMENT Tea package design to introduce Chinese tea culture to international customers.
CURRENT PRODUCTS RESEARCH The package is always trying to deliver the heavy sense of Chinese culture. the color used in the package is usually brown, dark green, scarlet, grey and so on. Besides that there are always complicated decorations. All of this graphic design is always from modern lifestyle both in China and other countries
PRODUCTS OPPORTUNITY GAP
EXISTING PRODUCT
THE GAP
MODERN VALUE
There are great gaps between the existing products and modern VITAL HEAVY value. The most significant is that almost all the tea package COMPLICATED design is limited in the vision SUCCINCT design and little attention is paid on the process of making and TIME CONSUMING drinking tea. CONVENIENT
GRAPHIC ONLY
PROCESS
CULTURAL DESIGN HIERACHY Consumers are in different levels in terms of culture understanding. Cultural design should be different in order to focus consumers in different levels . Since the tea is for introduction purpose, the package should also satisfy those target users particular needs.
Chinese culture is totally new to those people, they do not have much idea about it. However, they are eager to experience it, for example, Chinese tea.
CURIOUS
TANGIBLE
They have experience something about Chinese culture before. They are captured by some tangible elements of the culture.
LIFESTYLE
They have a well understanding about Chinese culture. Such understanding has beyond the surface of the objects. They pay their attention to the lifestyle of Chinese people
Sometimes, their understanding of Chinese culture is even
PHILOSOPHY profound than some original people. They love the philosophy behind the culture and their values are inuenced by it. Cultural based consumer hierachy characteristic analysis
1 Modern Esthetics
DESIGN ORIENTATION Design the package for people who know little about Chinese culture before. Let the consumers know more about Chinese tea and help them develop their curiosity to other three deeper level. So the design is not only introduce Chinese tea in a acceptable levels of international consumers, but also a way for them to understand Chinese culture. The package should follow the modern esthetics and pay attention to the process of making tea.
4 Process
NEW DESIGN
3 Convenient
2 Chinese Culture
SKETCH DEVELOPMENT
PRODUCT DESCRIPTION Weave is different from other tea package design. It includes 5 small caddies and a special teapot. Such design is based on the research of tea making process and the needs of target users.
TEAPOT The caddy is small and can be put into the teapot. The design aim is that when people who don’t drink tea everyday want to drink, they don’t need to look for the caddy as well as the teapot, making it so convenient. Besides, such design can save place for the users. The teapot is made of common materials, wood, glass and steel. Form of it presents the modern feeling.
PRODUCT DESCRIPTION
The caddy has an inclination angle 80 degrees, making observation of inside easier. Besides, it is also convenient for the users to take the tea out of the caddy. Here are five types of famous Chinese tea in caddies with different colors for the users to experiment, including Lung Ching (green), Keemun (red), Pu’er (gray), Mudan (purple) and Tieh-kwan-yin (orange). Different colors show the feeling the tea presents.
DESIGN METAPHOR Confucianism has tremendous influence in China and on of views of it is called Doctrine of the Mean which means that people should be plain in appearance and profound in connotation
CONFUCIUS
The design of the box is also follow such doctrine. When the box is closed, it is succinct with a little decoration. However when the users open the box, they will be surprised by the inner beauty. The five caddies with different colors build a colorful world. There is a metaphor that the Chinese culture is extensive and profound. The caddy is also follow such aim that the succinct appearance holds the delicious tea.
PRODUCT DEMENSIONS 236mm
105mm
163mm
glass 58mm
steel
78mm
127mm
wood
0
80 55mm
66mm
STORY BOARD
Now, Chinese tea has been part of her familes’ life.
$ Jane wants to buy some Chinese tea and she is curious about it. She never experiment it before.
She was attracted by weave. It is beautiful and she can experiment five different Chinese tea in the box. She didn’t have to buy a teapot. Finally, she bought it.
She likes Lung Ching while Daniel, her husband likes Pu’er and her son Mike likes Mudan.
DRIPPING
Project: Information product design Advisor: Xiaochun Wang
PRODUCTS RESEARCH
PROBLEM STATEMENT
LIKE THAT
HE PREPARES LIKE THAT
Calendar Calendar can not transfer how much time is used or left directly.
THAT
WORK IS ASSIGNED
To design a timepiece to help people make rational planning of their time.
THAT
Count-down device Can only be used in a short period of time. We can not use it for our long time work.
DEADLINE
Many people can not manage their time rationally. In most cases, the left little time is used to do more work than it should be while much time is wasted since people don’t realize it. People need a different timepiece to urge them to work and make a scientific time distribution.
Watch clock watch or clock is not useful because it is
CIRCLE
WHAT IS TIME
METAPHOR
In most times of our life, time should be
ROUND
circulation
People will not give themsleves too much stress caused by decrease of time, so that they can relax for the time.
Sometimes, however, time should be
In China, we are educated not to waste water since we are still kids. As we grow up, water signs are everywhere, and this concept has begun to sprout in mind.
segment start
over
DESIGN DEFINITION The timepiece should use a segment graduation and transfer the dripping water to time lapse. Urging people not to waste time.
All of these signs are intuitive to us to convey a signal when water drops, we have to stop it and turn it off.
PRODUCT DESCRIPTION
POWER OFF
POWER ON
IN PROCESS
DETAILS
Dripping is designed as wall mounting timepiece. It is ďŹ t for the plan for a long time period. The information offered by the device is how many percent of time has past and how much time has left. The LED panel in it presents the image of a tank with water, dripping from the tap.
MANUFACTURE INFORMATION DIMENSIONS
5mm
25mm
LED PANEL
100mm
mm
30
80mm
LED LIGHT
ABS
ABS
110mm 8.5mm 15mm
STRUCTURES
PRINCIPLE
LED PANEL LED LIGHT wall wall
LED panel
PCB
STORY BOARD
OPERATION DETAILS
He starts dripping and stick a memo in it
long press the turntable to start
power off
his work slackens.
Work is assigned.
8M/12D
long press to close
power on
Tommy is happy
6M/16D
time is lapsing
6M/16D
Now, he can submit his work on time.
the dripping sound can remind him time is wasting or 1/3 time has left while 1/2 of his work is still undone.
rotate the turntable to regulate time and press it to comfirm
Dripping is designed to help people to plan their long time schedule, It can urge people not to waste time, besides, the calibration can notice people whether their ďŹ nished work corresponds with the time passed. According to the information, people slow down or speed up, making the scientiďŹ c plan for work.
He restarted his work and planning his time rationally.
QWHEEL&SNAIL Project: Computer box Advisor: Xiaochun Wang
PROBLEM STATEMENT RESEARCH INSIGHT Operations on any aspects of the enclosure should be convenient. The different setting places will not impact the convenient of operation. A single enclosure can ďŹ t with different setting apace. The enclosure can change its form!
PC enclosure has some conicts with both users and environment.
It is not comfortable sometimes for users press buttons on the enclosure.
conflicts
USERS
It brings more trouble when users want to interact with the back side of the enclosure.
The enclosure can not fit with the place used to set it.
ENVIRONMENT
USERS DEFINITION The new enclosure is designed for the youngster, both the boys and the girls. What their daily life are like that. Boys are sensitive to technology, objects full of power and cool feeling can easily get their attention, for example cars and watches. They prefer to choose deep color objects to show their image.
FORM LIFESTYLE
LIFESTYLE FORM
Many girls want to present themselves as lovely figure. They are more interested in cute objects. They prefer to objects with organic shape and pink colors.
STRUCTURE CONCEPT The adaptability of the enclosure to the environment sets higher requirements for the mechanical structure. I have developed an innovative structure concept for the realization of our design idea since no existing structure can be used in our design. The concept can be viewed as shaft location, with such structure, we can make sure that the rotation of both enclosure and the two supports can be fixed at the angle we want.
4
3 2
1
4 6
3
front view of axis
5 2 1
partial view cutaway view of axis 1,2,3: concentric axes 4: locating block 5: resilient material 6: spring 7: micromotor
1, 3 are stationary shaft. 6 is fixated on 1. 2 is connected with micromotor 7. shematic diagram 5 is connected 2 and 4. Counter clockwise rotation of the micromotor will pull all the locating blocks into 3. So, the blocks will not prevent the rotation of the enclosure and the supports. While the clockwise rotation of the micromotor will remove the pull and blocks will get out because of the springs, stopping the rotation of enclosure and supports.
PRODUCT DESCRIPTION QWHEEL and SNAIL is two different enclosures designed for the younger generation market. The aim of the design is to increase the operating experience of the PC hardware. Nowadays, PC companies pay much of their attention on software and notebooks. The key words of the design is rotation, special structure of them can guarantee the realization of the unique function. SNAIL FOR THE GIRLS
QWHEEL FOR THE BOYS
FUNCTION DESCRIPTION Qwheel and Snail can fit for individual needs of the users, making the hardware operation more convenient. Take snail for example. The rotation makes the operation of any button on it more convenient, no matter which place the box is set, under the desk or on the desk.
The rotation of the supports can change the height of the enclosure and adapt to different setting space.
Snail has various styles with the help of rotation. Such numerous setting styles can bring her fresh experience everyday.
(Boy) Mom,why the little tree have leaves when I still can see them in the shadow? (Mom) Ssssh, my baby. The little tree has fallen asleep and that is his dream.
sh ap e lea
t gh
dre
a to the m life
m i is l
t gh
ad r foght is sh li
Emotional
floor
light
Functional
nigh t
Design a emotional evolved lighting !!!
l i tt le t ac id ree -e tc
ft so
re osphe e m t a tre loving g i b m ea ea b r o tt rd n u a yo gw n s i ’ l t a sap wh
ea r d
od hadow o s a g ow,
ve s
ni
sitive
as a
od
be po
ne h
go
eve ry o
he d
gl
as s
Dreaming tree is a floor light, it also tell a story that a sapling is sleeping, he is dreaming himself has grown to be a big tree with a lot of leaves. It creates a loving atmosphere to let people feel warm, also it reminds people that everyone has a dream, we should hold our dreams and never give up! Good night!
SWAN LIGHT
Project: Form System Advisor: Peter Chamberlain
PE R
PA
CH
Pro Ad jec vis t: P or ap : X er iao Fo ch rm un W an g
AI
R
EROS
Project： Form Exploration Advisor： Wei Sun
MOTOBOAT
Project：Prototyping Advisor：Baocai Tong
SKETCHES
Intelligible Interaction
Intelligible Interaction Design is the thesis project that focuses on interaction mental effort exertion problems. Based on the analysis of interaction from the difďŹ culty and the complexity perspective, the MEE (mental effort evaluation) model is developed. The MEE model aims to help designers identify mental effort related problems during the interaction process and gives suggestions about how to solve those problems.
INTERACTION ANATOMY MODEL
d
a Information hunting
Users looking for interaction relevant clues from the product.
a
single phase
b Information processing
Clues are processed inside of the human brain to help users make their decisions.
c
c Physical interaction
Users interact with the product.
d Product reaction
The interaction leads to the product reaction.
b
d
Difficulty & Complexity user motivation
1
2
...
n
product reaction
CHARACTERISTICS CONSIDERATION
Information Hunting
1 Information unfamiliarity Users should know what they are looking for to some degree
2 Lack of Intensity
Information should be obvious enough for users to ďŹ nd.
3 Information Interference There should be no irrelevant information disturb the users
Physical Interaction
a
Information Transduction
c
4 Interaction Restriction
There should be low concentration requirement for bthe users to conduct their decision
CHARACTERISTICS CONSIDERATION
Users’ innate quality. information will be processed automatically and unconsciously. second Information will also be processed automatically. nature Comes from frequent, consistent practice. Similar information has been encountered familiar by the users before. Users need to apply logical thinking to logical deduce the decision. natural
Information Processing
unclear
Users have no idea how to interact. The required interaction conflicts with users’ existing cognition
misleading
5 Processing Hierarchy
b
unclear
b
familiar
natural second nature
misleading logical
Processing Evolution
CHARACTERISTICS CONSIDERATION
user motivation
1
6 Number of Phases
The number of phases should be small, no unnecessary phases are included in the process.
+1 The Importance of Each Phase
The failure of certain phases would bring more serious problems than others. Designers should be focused on solve the problems in these more important phases.
2
...
n
product reaction
MEE MODEL MEE Model ( Mental Effort Evaluation Model) take those 6+1 characteristics mentioned above into evaluation through a intuitive chart. Designers will fill in this chart by taking the user test.
MEE Model
Interaction
Transduction Consideration Restriction Interference Intensity Familiarity Phase Natural Second nature Familiar Logical Unclear Misleading
Processing Hierarchy
Importance Level
low
medium
high
MEE MODEL
MEE Model
open the door
Transduction Consideration Restriction Interference Intensity Familiarity Phase Natural
1
2
3
4
Second nature Familiar Logical Unclear Misleading
Processing Hierarchy
Importance Level low
medium
high
The evaluation result will be like the chart on the left. The intensity of red blocks is related to the mental effort exertion. Higher intensity means that more mental effort is required to complish the interaction process and more problems. From this chart we can know -How many phases are included in this interaction. -How important is each phase. -In each phase, mental effort exertion is caused by which characteristcs.
MEE MODEL APPLICATION
level 1
level 2
problem discovery
user test
user test
level 3
problem evaluation
MEE
Level 1: The MEE Model will help the designers to get feedback about mental effort exertion by asking the users more targeted questions. Users were request to accomplish a certain action associated with a function of a product. Through user observation and interview, designers need to explore the questions that related to the characteristics in the model.
Level 2: The MEE Model will represent the mental effort exertion problems efďŹ ciently. After evaluation, designers will have a general idea about the mental effort exertion through the intensity of the red blocks. At the same time they will also be clear about what caused the problems in detail.
Level 3: The importance of each phase and the seriousness of the information processing situations in different phases can help designers prioritize the problems so that design can focus on more important problems in the coming problem solving level.
design research
I have been working as a research assistant in live well collaborative for two years and have been involved into many interdisciplinary design studios. At the same time, I also worked as a teaching assistant in two package design studios. Those experiences lead me to explore how to apply design research into the product development process and how design research can drive the process ow. In this section, I am going to focus on the design research method and the process instead of the ďŹ nal concept (conďŹ dential projects). I am going to discuss the design research method i have used in the last two years and talk about the thoughts I came up with during those experiences.
=
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UNDERSTANDING LIVE WELL
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Our mission is to develop products and services that delight the 50+ consumers. We were formed as a response to meet the growing market opportunity of America’s aging population....
... DSGN
NUTR
COMM
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MKTG
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Live well cooporates with top corporations in the world and help them to develop products or services for the boomers.
In every project, professors and students from different disciplines will work together, creating more valuable innovations.
LIVE WELL DESIGN PROCESS MODEL More details in http://www.livewellcollaborative.org/
Phase 0 - before the project During the planning stage of a project the member identiďŹ es the problem space and collaborates with the LWC on the project brief.
Phases 1 - 3 - during the 10 week quarter The research team focuses on obtaining knowledge about the topic, translates insights to concept ideas and tests and reďŹ nes concepts to meet the needs of the member.
Team and Problem Orientation .Re-position the problem .Everyone is a designer, everyone is a marketer .Identify the groups already present in the room .Ownership of the whole studio process
Primary Consumer Research .In-home visits .Consumer shop alongs .Consumer concept sessions .Consumer messaging sessions
What happens afterwards?
Inspirational and Experiential Research
Lead in identify phase
Team and Problem Orientation
0 Beginning of Quarter
Phase 4 - after project is completed Possible future opportunities regarding the project results for the member and LWC. This should also be discussed in phase 0.
Inspirational and Experiential Research .Theme mapping and experience attributes .Low risk research translation .Witness the problem .Live the problem
1 2 3
Primary Consumer Research
Ideate Conceptualize Refine
Secondary Consumer and Product Research
Consumer and Member Feedback
Aftermath continue
Final Concept Directions
phase Synthesis and Activation
4
End of Quarter
What does success look like?
Secondary Consumer and Product Research .What do we know now? .Virtual shopping .Category analysis .Trend forecasting and recognition
Synthesis and Activation Individual/small/large group debrief Experimentation and stimulus Persona development Create a consumer gallery
Consumer and Client Feedback / Final Concept Directions Concept templates Linked to consumer insight Presentation methods Process books and deliverables
UNDERSTANDING DESIGN RESEARCH I have been involved into many research based product development projects, including developing real market targeted products and services for the wellknown corporations. This unique design experience helped me to realize how important the right design process can contribute to the ďŹ nal solutions. I began to think about how to apply design thinking into the development of unique design research process for different projects.
4
1 The future traveler 2 The Door-to-Door Journey 3 Product Development 1 4 Product Development 2
About: Interdisciplinary corporation Design research method. Product development Boomers
+
+
2
1 Healthy snack solutions 2 IC package design
1 Crest & Oral-B
About: Interdisciplinary corporation Design research method. Product development Boomers Health Oral care
About: Interdisciplinary corporation Design research method. Product development Boomers Health & Food Package
+
2
1 Product development for SCM
1Brand driven package design
1 Hospital signage redesign research
About: Interdisciplinary corporation Design research method. Product development The young generation Branding
About: Design research method. Product development Package Branding
About: Design research method. Research data analysis Signage design
UNDERSTANDING DESIGN RESEARCH
CREATING BETTER DESIGN PROCESS 1
2
3
4
5
6
wrong design process
It is not a systematic design process to guide the solution development. The whole design process just jumps back and forth between different unconnected sections. Sometimes, it is solution driven; “solutions” are just come out with little or even no search support. And then people will go back to find everything that can support the solutions. In this way, the solutions have little value and sometime even wrong.
1
2
3
4
5
6
good design process
Based on research driven principle, each section is based on the research insight from the previous section. The whole design process is well organized through the project. The final solution after the design process will be valuable since it based on the research of the real world.
1
2
3
4
5
6
better design process
The solution from this model is much more valuable than the second one, even some breakthrough ideas will come out. Each section is well organized. Besides that, it maximizes the role of research in the whole process. Many efficient research methods are applied in each section, so that the insights gathered from research will be better qualitatively and quantitatively.
Research Drives Process Flow DISCOVERY
EVALUATION
ag
DELIVERY ing
brain storming prototype interaction persona analysis game qualities research products collection research experts presentation market research statistical analysis benchmarking 2 5 1 3 4 6local resources i shopping observation focus group in home visit qualitative resear role playing quantitative research experts interview questionnaires case study online research consumer interview environment nte CONCEPTUALIZATION FINALIZATION IDENTIFICATION rv
UNDERSTANDING DESIGN RESEARCH -DISCOVERY
OPPORTUNITY CHART
In the begining of every project, it is always difficult for designers to know should they research about. After a lot of design research projects. I synthesized all the design opportunies in one chart, make possible directions for designers to get started.
4
2
product time circle
6 1 7 9
1211 11 10
13 14 15
CONSUMER CIRCLE
product manufacture
2
product distrubution
3
product disposal
consumer time circle 4 5
prior experience future plan
interaction circle 6
interaction-purchases
7
environment
8 9
interaction-use environment
consumer spacial circle
8 5
1
3 PRODUCT CIRCLE
10
family influence
11
community influence
12
social influence
product spacial circle 13
position inside of the brand
14
position in the same market
15
position in relevant market
UNDERSTANDING DESIGN RESEARCH -DISCOVERY Take advantage of all the possible recourses to discover all the problems through brain storming, in home interviews, shopping behavior observation and role play games are used in this section. Background differences help us ďŹ nd more problems based on different points of view. After that, all the problems are shared, categorized and discussed. Different insights are set up to help the development of next section.
1
2 3
1 Categorize all the problems from interview. 2 Student play aging games to experience the life of boomers 3 Record consumer behaviors in the in-home visit
UNDERSTANDING DESIGN RESEARCH -CONCEPTUALIZATION
1 2
3
Based on the insights generated from the discovery section, we will do primary and secondary research to get inspirations, like bench marking, product collection research and market research. After that, both 2D and 3D sketches are made to transfer abstract insights into sensible concepts. All the ideas should come from the insight, nothing is from nothing. 1 Sketching all the initial ideas. 2 Students are making 3D paper prototypes. 3 Product collection for inspiration.
UNDERSTANDING DESIGN RESEARCH -EVALUATION
1 2
3
The ideas will be evaluated by the team, consumers and clients. It will also get suggestions from the experts in related areas. Based on the feedback they get, some ideas are further developed, some will be merged together and some will be killed. There will be several rounds of this to reďŹ ne the ideas. 1 Consumers are giving feedback. 2 Concept group evaluation. 3 Experts are giving feedback.
UNDERSTANDING DESIGN RESEARCH -FINALIZATION & DELIVERY 1 Prototype designed to present the final concept. 2 Package design final presentation. 3 Infographics are designed to explain the problems.
1 In the final, we will not only focus on what we should we deliver to the clients and the public, but how we should we deliver as well, making other people will understand the problems and the solutions at the degree we do. We design infographics, videos, stories and even the whole environment to make our insight and solutions more powerful.
3
2
visual comm.
Apply the processing to the random pattern generating to form a visual system.
MTRL 2020 is an event centered in providing the students and faculty of the University of Cincinnati and the surrounding community a common forum within which help them to understand emerging and innovative new materials. This three days event includes experts from different ďŹ elds of material research, breakout sections, a panel discussion and a gallery exhibition of innovative materials. This event has been supported by many organizations and companies, for example, IDSA, Ticona, Eastman, Inventables, BeGreen and so on. This event has made a tremendous impact on in the surrounding community.
http://mtrl2020.tumblr.com/
anatomy of a flight experience
date: 2010,12
This is diagram is designed to visualize the design
and indirectly. This diagram aims to tell Boeing
research output of Boeing research studio. During
how seriously the consumers’ experiences have
the research process, we conducted deeply
been damaged and how significantly Boeing
research in every fight sections, and categorized all
can improve the existing consumers’ experience.
the problems into three main groups. All those
Also, it represents clearly where those problems
problems damaged consumers’ flight experience.
come from and how Boeing can solve those
After analyzing all those problems, we believe that
problems and improve the consumers’ flight
Boeing can solve a lot of those problems directly
experience.
59
Seattle
69
San Fran.
65
Salt Lake
69
New York
77
Chicago
68
Denver
86
Los Angeles
84
Phoenix
87
83
Atlanta
Dallas 90 85 80 75 70 65 60 55
84
Miami
weather map summer
date: 2010,11
Explore how to transfer information more efďŹ ciently. I believe that infographics and typographic design share the same principles, which are readability and legibility. The change of orange color series help people to understand the trend of temperature all across the country much more easily. This creates
readability. While the red and orange colors represent people’s feelings of hotness. With the help of glyphs in this design, people can get the temperature in each different color areas much more efďŹ ciently, covering the limitation of the colors. That is legibility.
gun control in america date: 2011, 03
This diagram is designed to combine three elements together—gun death rate, households owning a ďŹ rearm, gun control rates. Those three factors are connected with each other. I want to deliver directly that the most obvious pattern is the most serious state in gun death phenomenon. The three elements contributing to the obviousness of the pattern are the size that represents household owning instead of the actual state size, the brightness that represents the gun-death rate and the thickness of the wire fence that represents the number of relevant laws. Also, the pattern itself is like a blood drop that is connected to this theme.
who I am
Date:2009,10
This diagram explains who I am as a designer. A lot of things listed here led me to think about what is design and what kind of designer myself should be. The influences has become part of who I am and deeply engrained in my mind. Those influences also contributed to my exploration of relevant design areas and led me to form my own design thinking. In this diagram, lines of the similar colors represent the similar influences. For example, the red colors represent the culture influence in design. This map can be used as a self-introduction diagram.
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