DESIGN MAP
Hi, I am Jianzhou Song. I am a designer focused on UX Design, Design Research and Industrial 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
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.
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.
More other product designs at www.jianzhousong.com
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
ARCH
MKTG
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ENGR
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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.
UNDERSTANDING BOOMERS
DESIGN FOR BABY BOOMERS
HISTORY MADE BOOMERS & BOOMERS MADE HISTORY
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 product manufacture product distrubution
6
product disposal
1
consumer time circle prior experience future plan
7 9
1211 11 10
13 14 15
interaction circle interaction-purchases environment interaction-use environment
consumer spacial circle
8
family influence community influence
5 CONSUMER CIRCLE
3 PRODUCT CIRCLE
social influence
product spacial circle position inside of the brand position in the same market 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/
GALLERY EXHIBITION
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.
MORE at
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