PORTFOLIO 2011-2013
LINGSHUANG CHEN
I certify that the work included in this portfolio is my own original work. Work included which was conducted as part of a team or other group is indicated and attributed as such- -the other team members are named and a true description of my role in the project is included.
T N E T N O C
SIGN
E OR D T I N O
E- M
SPIR NG A
IONU T S A M L EL . SA NST T 01 O C C E J N NG PRO ESIG D MSU A E S N SIGN . 2 O E 0 H D P T TV RT JEC ART SMA PRO M S GBER E C I 3. CT 0 E J PRO
.
T 05
JEC PRO
IE OOK C E L N OOG G . ESIG 4 D 0 C T RI JEC MET A PRO R PA HTG I L THE
JE PRO
X. CT 0
L
SMA
S ECT
OJ L PR
PROJECT 01. SAMSUNG ASPIRE- MONITOR DESIGN
About: Time: June-Auguest. 2012
Teamwork at Continuum
Team Members:
Brian Wen,Project Manager. Violet Chen, Researcher. David Kent Chou, Strategist with automobile design background.
Project Objectives:
1. Developnew and differentiating designs of LED monitors for China’s 1st through 3rd Tier markets, which are strategically important for Samsung. 2.Research & Define design opportunities for “Modern China” 3.Launch in China market in December 2012 Personal Involvement: Field Research, Ideation, Sketching, 3D Modeling, Rendering, Presentation Preparation.
RESEARCH - CHINA’S POST ’85 AND ’90s STATITICS
83.9% Percentage of the college students who use their mobile phone to surf on the internet, followed by the laptop, which is 79.1%
382.3 RMB
46.1% Percentage of post ’90 generation of the whole users of MMOG (Massively Multiplayer Online Game) in 2009 (still increasing)
￥100
￥100
￥100
￥100
￥100
￥100
On average, Middle school students can get 382 Yuan pocket money every month, which is more than 5 times of the post ’80 generation 10 years ago.
95.4%
Percentage of post ’90 generation that have their first access to the internet before they enter college.
LVING IN A PARADOX Growing up as a single child, the Post ‘85 and ‘90s had all the attention in the world. As teenagers, they lived through the fastest growth China ever saw; and since they are the first generation to grow up under heavy influence of the West, many expected China to function like the West. Now as they transition out of teenage and into the real world, they begin to realize the world is not as idealized as it has been portrayed to them all this time.
THREE-STAGE RESEARCH PROCESS Stage 1: In-Home Visit
Stage 2: Retail Audit
In-depth probing of life stories and influences
Observing shelf display & shopper dynamics
In-depth learning of aesthetic preferences
Auditing competitive products
Observing monitor usage and environments
Interviewing shoppers to gain understanding on their priorities
Stage 3: Concept Testing
Testing how different visual elements resonate with target segment Probing potential customer reaction to color material finishing ideas Probing potential market acceptance of leading ideas
RESEARCH ACTIVITIES
Understand who are they what they aspire
Observe and document the natural habitat
Probe on style and design preferences
Learn about the style taste
Probe on DMF preferences
Understand the ownership of personal electronics
DESIGN OPPORTUNITIES
FIELD INSIGHT A Balancing Act China’s Post ‘85 & ‘90 are constantly in the conflicts between seeking self-expression and not stand out from the social context. They need “just the right amount of cool” so they don’t get isolated.
HARMONIOUSLY UNIQUE
Escaping Reality For the Chinese youth, online social gaming provides an escape from their daily routine. It is where they feel a sense of accomplishment, and the avatar acts as an aspirational figure or a shield from reality.
THEATER OF LIFE
New is Modern Traditional Chinese elements are considered old and outdated. The post 90’s youth seek to align themselves with the new which they believe can only come from foreign lands and can showcase their cosmopolitan status.
PREMIUM IMPORT
MORNITOR RELATED INSIGHT
Optimal Viewing Angle
Love at First Sight
Implication: Monitor should consider two optimal viewing angles (low stance for viewing from the bed, and the ability to tilt up for viewing from the chair)
Implication: Create memorable design hooks that draw people’s attention at P.O.P. Chinese sense of aesthetics.
It’s a Performance Game
Speak the Guy Code Implication: Amp up masculine design cues (facets, glossy black, metal, straight edge)
Implications: Monitors can be positioned as designed for superior gaming performance
5 DESIGN CRITERIA High Bling
Tight Tolerance
Subtle Details
Classic & Timeless Silhouette
Memorable Features Silhouette
CONCEPT 1. ZEN
Glossy rear panel, Chrome base plate
Tight parting lines
Water ripple shape
Classic Silhouette
Cable management
Inspired by Chinese Culture: 禅学
CONCEPT 1. ZEN
Jog dial control in the back allows for a thinner display frame.
Cylindrical post with Cable management.
Double-shot injection molded clear plastic amplifies ripple design and gives a thinner appearance.
Simple geometric shapes give perception being classic and sophisticated.
CONCEPT CONCEPT2.2. ARMOR
High Gloss Rear Panels
Tight tolerance between black and red panels
Exposed red graphic strips
Classic Silhouette
Cable management
Inspired by Chinese Craft: Armor
CONCEPT2.2.ARMOR ARMOR CONCEPT
Angled stand gives visual tension & draws attention on shelf
Unique heat sink design call attention to shoppers
Overall “armor� language appeals to gaming enthusiasts
Cable management gives a human touch.
CONCEPT 3. CUBE Inspired by Chinese Architecture: 照壁 Glass panel
Stepping detail
Cable management
Ultra thin edge
Classic Silhouette
CONCEPT 3. CUBE
Ultra thin edge plus glass panel gives perception of larger display.
Modern geometric pattern amplifies perception of high technology.
Consistent “stepping� design language integrates visual elements.
Modern geometric pattern amplifies perception of high technology.
PROJECT 02. SAMSUNG CONSTELLATION- SMART PHONE DESIGN
About: Time: Sept.-Dec. 2012
Teamwork at Continuum
Team Members:
Brian Wen,Project Manager. Yifan Gan, Product Service Designer David Kent Chou, Strategist with automobile design background. Dean Yu, Interaction Designer
Project Objectives: Scope | Develop 5~6� mid tier smart devices in SE Asia aiming for 2014 launch Product concepts that integrate features, UX, C&S and accessories into a compelling offer for users 3G Devices (with phone functionality) WiFi-only Devices Operating System: Unconstrained Launch: 1H 2014 Research Focus: Malaysia & Indonesia Final Deliverable: 2 readily implementable concepts and 1 unconstrained concept I participated all the processes of this project, from research to final delivery. My main contribution is ideation, making prototype and industrial design of the device
RSEARCH IN SOUTHEAST Why Malaysia and Indonesia?
Why 5-6 Inches?
Annual market of 5”-7” screen-size devices by country
$
Source: GfK (June ’11 -May ‘12) Growth forecast by RPM (based on 7”-10” tablets)
700
5.5”
600
~$900
~7"
Units (‘000s)
500
~5" 5”
274
400
~$599
10” 7”
300
378
184
4” <4”
200 285 100 0
164
91
33 16
Australia
Malaysia
FP
161
Taiwan
Indonesia
38 53
50
Singapore
Thailand
~$50
48 36
Philippines
MY & ID exhibit the highest business growth potential in terms of adoption to 5-7” devices
~$150
~$275
Portability
Competitive Offerings
~$350
~$450
Full View
5~6” size is attractive new territory and is quickly filled with competitive offerings
Competitive offerings are quickly growing in the mid to low price, 5~6” segment, which is favorable in unique SEA conditions. Growing land/air travel Address needs in long commute (insufficient infrastructure) and air travel
Aspirational factor New and differentiated screen format encourage new ways of content creation and consumption
Productivity on the go Growth of public Wi-Fi provides users more reliable and cheaper access to data for media consumption
Low baggage of the PC interface With low PC penetration, provide benefits to help users bypass PC purchase
MACRO
MALAYSIA & INDONESIA MARKET CONDITION
Congested Land Travel
Large increase in budget air capacities supporting both leisure & business travel within the region
Slow 3G--more WiFi Hotspots Increase of free/cheap public WiFi becoming a viable alternative to 3G data usage
MICRO
Commuters & passengers outgrowing infrastructure improvement. Transit environment can often be loud & crowded.
Growth in Air Travel
SP as a status symbol Significant portion of SP users are in for community trends and are unaware of SP feature potentials
Handset as main portal to the Internet & life documentation With low PC, DSC and fixed line penetration, many users rely on the phone for web surfing, picture taking and storage.
Handset as 1st time personal entertainment device With often crowded household, handset offers many user the 1s time opportunity to have personalized entertainment
CONSUMER INSIGHTS AT A GLANCE
In September 2012, we set out to uncover innovation opportunities for 5~6” mid tier smart devices in SEA markets, by conducting qualitative research in Kuala Lumpur and Jakarta. Total of 23 respondents across professions, age groups, and tech literacy were studied. We identified following consume insights:
People want to get things done anytime & anywhere, but are constrained by their device(s)
People want to run their operations with their devices, but are limited by their capabilities.”
People want to trade tips and share their devices with friends and families, but not their secrets.”
Mobile devices unable to satisfy productivity needs
Poorly managed client information
Large family cohabitate & share single smart device
Device Limitations (battery, file transfer, input, display)
Complexity over multiple jobs, phone/SIM operation
Complexity in downloading and sharing content
Unable to quickly capture multiple types of information
Multi-generation household (intruding on privacy & knowledge gaps) Multiple life identities on one device
People want to achieve more with their time, but struggle with fragmented infrastructure Increased land and air travel result in unwanted waiting time. Fragmented distractions during the day (Traffic jam, afternoon, after work) Poor wireless access when content is needed
OPPORTUNITY 1. ENHANCE PRODUCTIVITY ON THE GO Macro Regional Trend
Consumer Stories
Increased Mobile Productivity In SEA
Mobile Devices Have Their Limits
Frequent File Transfer Needs
People are migrating to mobile devices for productivity work, in flexible locations & hours
-Smart phones promise to provide PC-like performance, however not PC-like experience
-Variety of wireless file transfer protocols create bottle neck, people prefer the old school USB
>50% More than 50% internet users in Indonesia use mobile devices to browse on the internet.
“I bring 3 batteries and power bank along me, but I feel they are not enough.”
“I find the physical USB port very useful because I constantly need to transfer files”
- High School Student, 17, Jakarta
- IT Engineer, 31, Jakarta
“It’s easier to generate the quotation in laptop because of the large keyboard”
“My friends borrow my note for downloading large files, and transfer them to other devices”
- Photographer, 38, Kuala Lumpur
- High School Student, 17, Jakarta
30% In Malaysia, nearly 30% of the smartphone owners have tablet.
94.5% 94.5% of households in Malaysia own a mobile phone. On the other hand, residential land line subscriptions steadily declined as an increasing number of Malaysian households found their landlines redundant as their usage patterns shifted over to their mobile phones.
Dependency On Public Wi-Fi
Abundance of “Freemium” Content
-Local shops provide free Wi-Fi to attract business, and people gather around them
-Consumption of pirated content is a way of life. Devices that support such behavior will flourish
“I don’t have SIM card in my tablet, and no Wifi at office so I need to search for Wifi in public.”
“I am always looking for the newest movies to download that fit my tablets.”
- Musician, 23, Jakarta
- IT Engineer, 31, Kuala Lumpur
“I uses WiFi hotspot in KFC”
“I am able to search for Korean drama on ‘Pirate Bay’ even I am not tech savvy.”
- Housewife, 35, Jakarta
- Housewife, 46, Kuala Lumpur
VIDEOS
Consider the limitation of pages, please visit the following link for the videos of analysis and final concepts: Analysis: https://vimeo.com/82449675 Concept 1.Free Rider: https://vimeo.com/82497535 Concept 2. Social Maestro https://vimeo.com/82449674 Concept 3. Impression https://vimeo.com/82449672
PROJECT 03. ICEBERG- SMART TV DESIGN
About: Time: February-Jun 2012 Individual School Work Project Objectives: 1.Research & Define design opportunities for future Smart Home 3.Develop the form and user experience of chose smart device. Keywords: industrial design, interaction design, smart home, smart TV, concept design.
PROJECT 03. ICEBERG- SMART TV DESIGN WHAT
SWOT ANANYSIS
Smart TV refers to the color TV which is equipped with operating system and focuses more on Internet content, it can install and remove the application and software provided by the third party service providers according to the users.
WHEN The year 2012 is the first year for the development of Smart TV. According to the research leased in 2011, the penetrance rate of Smart TV in LCD TV was going to reach 18.8%, at a total amount of 3.29 million.
3.29 million 1million
1million
1million
1million
HOW Apple, Google and Microsoft have already launched their product regarding smart TV or Also, several eletronic giants in China have set up the China Smart Multimidia Terminal Technology Association. However, there are still lots of difficutlties in the development of Smart TV in China: the lack of competition and Internet content, the restriction of hardware and software and the lack of genius in developing applications.
STRENGTHS 1.TV program are supported that users can select, participate and custom programs.. 2. The restrction that only one media resource can be used is overcomed. One source, multiple screens becomes possible. 3. The agglomeration of the whole production line. 4. As the hub of digital media, smart TV can help in smart home and smart work.
OPPORTUNITY 1.As the development of smart phone, users learn more knowledge on smart media, which is beneficial for smart TV. 2. The regroup of global market, the top tier users attain more focus. 3. The develpment of Internet, which is quickly switching to BcN 4. The reliability of land broadcasting is decreasing, multiple services of broadcasting is quickly growing, including UCC
WEAKNESSES 1. The saturation of broadcasting TV media market. 2. It is still not sure the OoS service at the same level of current broadcasting TV can be provided. 3. It is not clear whether the content provider will participate in the smart TV value chain. 4. There is highly possibility in high level market, but the possibility at middle and lower level market is still not sure.
THREATS 1. With the growth of open IP TV, the competition in occupying the market at early stage is getting intense. 2. The times people spend at watching TV now is decreasing. 3. The sales volume of low price internet TV, produced by international electronic giants, is increasing, which may impede the growth of smart TV.
DETAILS OF DESIGN
DETAILS OF DESIGN CUSTOMIZE YOUR TV
USAGE SCENARIO
SPEAKER & REMOTE CONTROLLER
TRANSPARENT DISPLAY glas LC TOLED glas
DAY
NIGHT
When there is electricity. the crystal bodies in LCD are in disarray, which makes it light-proof and becomes black. The TOLED is in charge of displaying various colors. Therefore, the display can show both pure white and black. When there is no electricity. the crystal bodies in LCD are arrayed, which makes it transparent. The TOLED itself is transparent. Therefore, the display shows transparent when there is no electricity.
INTERACTION DESIGN USER INTERFACE
VIDEO SNAPSHOT
FACE RECOGNITION
HOME PAGE
ADVERTISEMENT
PRODUCT PAGE
ONLINE TRYING
SHOPPING
PAYMENT
EXERCISE
GOOGLE COOKIES
About: Time: Auguest-November. 2011 Project Objectives:
1. This project is an assignment in the Design Invention and Innovation class. Students are assigned to chose one of the given topic (in which I chose baking) and research on the activity on their own to find insights and opportunities using the methods taught in class. 2. Students are also assigned to find a whatever brand to research in, and then combine the concept with this brand to deliver a final concept of new product. 3. This assignment is more about process than outcomes. Keywords:
PROJECT JOURNEY
PERSONA
CONTEXT: Users Scenario /Theme User Research
EXPERIENCE
UR data
User Insights
CONTEXT: Global /PEEST PEEST Research
INSIGHT/ OPPORTUNITY
opportunities PEEST data
User Insights
CONTEXT: Company /Brand Brand Research
Brand data
BRAND
Value Proposition
Design Brief
Downstream Design
OPPORTUNITIES & VALUE PROPOSITION BOARD User Group: Busy people who love baking and willing to try new things.
Value Proposition: The product can not only delight the users, but also help them share happiness with their families and friends. However, the process is just so simple and easy-accessible that you can enjoy it whenever you want, wherever you are. With your passion to create something new, the outcome is sensuous and surprised that can give you a sense of pride and satisfaction
Theme: Baking
Insight: When you inherit your grandmaâ&#x20AC;&#x2122;s recipe or create your own recipe in baking, you are actually promoting cultural diversity because bread diversity represent style diversity, grain diversity and regional varieties. But bread diversity is actually in a decline due to the mass-prodution of bread in factories.
Brand: Google, ingredient producer, exporter, world food organization
BRAND RESEARCH BOARD
Brand tagline:
DON’T BE EVIL Search, Ads & Apps USER-CENTERED
Competitors:
Target users: SIMPLE AND FAST
EASY AND USEFUL
Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program
Internet users and established business advertisers
UNIVERSAL
Google’s mission is to organize the world’s information and make it universally accessible and useful.
INNOVATIVE
TRUSTWORTHY
PRODUCT CONCEPT BOARD Concept Product: What it is: An online cookie design, order and deliver service. How delivers VP: basic template
Users can just log in their Google account on computer or mobile phone to enjoy this service. So it is universally accessible to everyone at any time. How cookies look like and how they taste is depending on the users. They can choose different flour, different flavor, different percentage of sugar, butter, etc. So it is a kind of DIY and can create something new. By the service of delivering, users can deliver the final outcome to themselves or to their friends and families, to share the good taste and happiness together.
jam or filling to choose
Why ‘on brand’ Google’s mission- to make the word’s information universally accessible and useful. The information can also be one’s creativity and love for others. The process is simple, easy, fast and creative. Differentiation: Different from other food deliver service, users can design their own cookies with different flavors they choose. They can also order a random box of cookies, which is also a surprise to themselves. depending on the users. They can choose different flour, different flavor, different percentage of sugar, butter, etc. So it is a kind of DIY and can create something new. By the service of delivering, users can deliver the final outcome to themselves or to their friends and families, to share the good taste and happiness together. Context Users: The similar satisfaction got from baking by oneself, while save users a lot of time for those who struggle in keeping balance between their work and family. They can also enjoy the proud and sharing-happiness in baking. Theme: baking
Google Cookies
Google Cookies
Google Cookies
Google Cookies
Available ways: website smart phone application Workflow Choose the template with different kinds of flour and percentage of sugar, etc.
Filling the delivery form and leave a message to the receiver.
Choose the filling, jam of different flavor and nuts.
Preview the effect and choose the package.
package
GENERATIVE DESIGN Light Design
My understanding of Generative Design Process
Definition Exercise
SMALL PROJECTS - SHOES DISPLAY
Shoes display design for Inès de La Fressange 2013 Winter Sample Photo
Sketches
SMALL PROJECTS - WATCH DISPLAY
Watch Box & Watch Display Sketches KENZO
Sketches
SMALL PROJECTS - JEWEL DISPLAY
THANKS With Best Regards
lingshuangchen@gmail.com