Portfolio of Chih-Yang Chen

Chih-Yang Chen Design Portfolio Curriculum Vitae

About National Yunlin University of Science & Technology - Graduate Institute of Industrial Design

Chang Gung University - Department of Industrial Design

Skills - Photoshop / Illustrator - ProE / CATIA / Rhino / Keyshot / Cinema 4D - Microsoft Office / Visual Basic

Profile - +886 937025831 - hydrolysis0705@gmail.com

Experinece BA 2003-2007

Chang Gung University Industrial Design Department

2005

Intership in Design Center of CGU Cooperate with JS Speaker

2006

Contest Coordinator of 2006 Design Cup Participant in 2006 Creative Design Competition in CGU Part-time Job in Glasses Design Company Exhibitioner of YODEX 2007

MA 2008-2010

Graduate School of Industrial Design of NYUST

2008

Participant in 2008 IF Competition Participant in 2008 Reddot Competition Vice Leader of Graduate School of Industrial Design of NYUST

2009

695 Scores of TOEIC Nominated in 3rd Uneec Applied Design Award Internship in CADIP Participant in 2009 IF Competition Part-time Job of CATIA Tutor

Thesis

A Study on Constructing Product Form Feature Generation System and Image Assessment－ A Case Study on the Side View of Automobile

Seminar

A Case Study on Applying Design Knowledge Base on Product Design and Manufacture Applying Design Knowledge Base on Product Form Generation－A Case Study on the Lateral Shape of Car Applying Functional Molded Part to Product Rapid Design－A Case Study on Mouse Design

Work Exp. 2010-Now

Senior Designer in TATUNG Co.

2010

Taiwan Excellence Award

2012

Taiwan Excellence Award

About

Deep Breath Elegant Design Thoughts The whole elegant shape is just like talking about a story of itself which is beautiful and solemn that can upgrade your interior quality when put in the house.The Deep Breath-Elegant series is the best choice for the consumer who posesses extraordinary sense and concerns the arrangment of interior environment. Used to be in the yuppy life? Can’t find the most suitable air purifier for your house? Wanna enjoy fresh but tired of the same type products on the market? Just choose the Elegant series which will be your best choice! Imagine putting the elegant and delicate product into your house and decorate the interior.

Everytime when you switch on the machine will be a good experience and it will makes you have a good mood everyday and yield twice the result with half the effort.

Design Features Simple and user-friendly interface which can easily make use of the product whether you are an amatuer or have not used the produt before. The intimate reminder let users know the situation of the product at just a glance that users just have to notice the light indication on the top and know the exactly wind velocity, timer condition, and the ion situation and react quickly in accordance with the state of the machine. Convert the wind inlet into part of the shape which not only blends into the whole style but also considers the functionality and efficiency and make the product at the best blance condition. Feel the air stale inside? Just turn on Deep Breath and it will give you fresh air as soon as possible !

Deep Breath Steady

Calm down your mind!

STEADY Meaning : firmly held in a particular position and not moving or shaking

Steady, possesses the meaning of stable, fixed, cool, calm that it is the situation you need when you are alone.

Put Deep Breath-Steady series in your house and make a perfect balance between product and space and become steady. Product, space, and human interact and match with each other and form the picture of serene.

How does it calm you down?

The interface is easy to understand and manipulate and the arrangement of the button is simple and the order from right to left is switch, wind, timer, and ion. The top of the product is flat which is convenient to use whether put on the table or on the floor.

The ratio of black and white blend in the best way. Lower the front decoration panel to not only make the upper hole as the wind inlet but also make the product the most steady condition and becomes different shape when compared with the general air purifier. In the fierce red sea market, the Deep Breath-Steady series makes an unsual blue sea market.

The back of the product is almost black which is different from the general air purifier on the market whick can jump out from the mass products and people will notice Deep Breath-Steady series even though one’s not on purpose. The back space of the compressor makes a slope to not only reduce the heavy feeling of the product but also concern the functionality of the inlet and outlet

STEADY Firm Stable Fashion Convenient Outstanding

Deep Breath

Vigorous

Design Specialty Multi-layered design which stack the front plaque to make the illusion that the wind inlet is in front of the product. The real inlet is on the both side of machine which is not only the wind inlet but also convenient for users to take off the panel to clean the accessories such as filters inside.

Usage

Clean

Air

Easy

The interface is easy to understand and mani pulate that user can quickly find out how to use. You can know the information like switch, timer, wind through checking the light on the machine. Easy to operate, convenient to use that make you enjoy fresh air so simple!

Eco-Friendly The plastic material can be 100% recycled and not only records the Carbon Footprint but also concerns the color ingredients and the finishing mode. Streamline the finishing process to produce in the shortest steps and time to lower the harm to the environment.

Clean / Easy / Eco / Convenient

Eco

Auspicious Cap

福．帽 Market Reasearch - SWOT Analysis of Tatung Rice Cooker

Brand

Popularity

Old brand from Taiwan who posesses deep long history and heritage. “ The Rice cooker” is equal to Tatung in Taiwan.

Tatung Rice Cooker is not famous enough in the Chinese market which will bring less brand effect. Lack of various market approach.

Quality

Innovation

Tatung Rice Cooker can stand for at least 10 years which is strong enough to prove that the quality of the cooker is the best.

The appearance and functionality of Tatung Rice Cooker has lasted for decades.

Praise

Sale Policy

From the survey of the internet platform, most of Taiwanese are satisfied with the usage of the Tatung Rice Cooker.

Strengths

- STP Analysis of Tatung Rice Cooker Tatung Rice Cooker is 50 years old that it’s status is outstanding, but there are too many competitiors in the new market.

Start form Positioning to position the competitors and focus on the demand of users.

Market Positioning

Market Segmenting

．Positioning brand to decide the market.

．Different demands of potential customer.

．Brand represents additional value.

．Time to use: dinner time or waiting.

．High quality brand image.

．Most various usage at home.

．Public praise to increase consumer loyalty.

．Personal cooker for student or commuter.

Too few sales promotion and advertisement.

Weaknesses Positioning

Opportunities

Segmenting

Threats

Tendency

Competition

Provide health food which is in accordance with the healthy diet trend.

Since the cooker industry has been mature for decades, the competition is fierce.

Propaganda

The Titan

Increase the promotion of the Rice Cooker to raise the visibility of the brand.

Famous brands such as Supor, Midea have gotten 87.3% market share in Mainland China.

Market Channel

Power

．Rising of the people's living standards.

Explore the channel to enhance the real and virtual distribution. Construct strong brand with mighty sales channel.

Powerful competition brands have gotten into the market from decades ago and got most of the share.

．Switching of purchasing mind.

Targeting

Market Targeting

．Healthy, safe, artistic, easy to use. ．Blue sea instead of red sea.

Target User Because the cooker will not only be used in the house but could take on the go, the targer user will include different ranges from adolescence (15-21) to adult (29-35). Target user will be defined as people who will bring the lunch box to school or office or people who cook at home. And because the rice is the staple food for the Asains, we’ll add some Chinese elements into the product to show the classic culture of Chinese.

Group 1: Adolescence (15-21)

Group 2: Young Adult (22-28)

Group 3: Adult (29-35)

User Description :

User Description :

User Description :

- Physical and psychological development

- Willing to try new things

- Caring about health

- Closely associated with the teenage years

- Pursuing the fashion trend

- Start to maintain their shape

- Getting mature

- Optimistic about everything

- Have one or more children

- New cognition development level

- Eager to express themselves

- Cook by themselves

- Self discovering stage

- Technology early adopter

- Focus on C/P balance

Product Feature :

Product Feature :

Product Feature :

- Convenient and easy to use

- Something novelty and different

- Healthy

- Multi-function

- Easy to operate

- In house or take out

- Can be used anywhere

- Belonging to yourself

- High class and quality

- Something novelty

- Moderate prize

- Cooking in the office

※Indifferent Marketing : one kind of product fulfills different needs

Design Concept “Auspicious”, which contains the meaning that wishes people lucky and good fortune. The main color of Auspicious Cap is red which represents good fortune in eastern society with anodizing coating to make the product just like a fine work. The lid handle is not only a part of the shape but also can make the lid stand steady when you take the lid off without the dilemma that not knowing where to put the lid. Electroplating button with polish stainless steel increase the quality of the product which is not only easy to use but also can decorate the interior.

Germ-proof handle which is easy to clean and makes you healthy.

Glass lid lets you check the food inside the pot easily.

Anodizing coating makes the product last longer and exhibits high quality.

Metalizing button becomes the highlight of the product and easy to manipulate

Functional lid handle is easy to use and lets the lid stand steadily.

Design Improvements Improving the traditional three people rice cooker ,polish and strengthen every part of the product when keeping the whole image. At the handle part, optimize the traditional two-side handle into the whole round nano germ proof handle which is convenient to lift and look after your health. Replace the stainless steel lid with the tempered glass lid that is not only easy to know the cooking situation but also with the radian of the lid, the drops condense from steam will flow into the outer pot and won’t pollute the food. Abandon the old version inverted cone shape handle and replace with standable handle. When your finish cooking, you won’t have to worry where to put the lid. The stand angle prevents the drops from splashing out. Keep the classic operation way and increase the quality by IMD technique which is easy to manipulate and artistic with the electroplated buttons.

After

Before Hard to lift

Hold tightly

Traditional handle is hard to lift and the gap between the handle and the pot cover that will be very hot and hurt user’s hand while lifting the cooker.

Wraping the cooker with nano silicon germ-proof handle which is easy to lift and keeps family healthy. The handle is easy to clean and makes the cooker sanitary all the time.

Unknown situation

Under control

The stainless cover makes it hard to know the cooking condition and the radian of the cover makes it hard for the condensed drops to flow into outer pot.

The result will be over cooked and polluted food.

The material of the cover is tempered glass which not only let users know the food cooking situation but the radian of the lid can guide the drops back into the outer pot so that won’t pollute the food and keept the original flavor of food.

Non-ergonomic

Stand auspiciously

The conventional inverted cone shape is short of functionality and there is no heat insulation between handle and cover which is prone to hurt users.

Because there is no space to put the lid, the drops inside will spill out easily.

Functional handle which can be integrated with cover and stand on the table steadily. Because of it’s place angle, the drops inside will stay still and won’t spill outside and keeps the table clean.

Old school

New Style

Old-fashion button switch which doesn’t integrate into the product and becauset it’s just the injection color that can’t set the quality off and not having the high quality boutique feeling, either.

IMD control panel which not only blends with the product but also enhances the quality. Keeping the class control form and demonstrates elegant, boutique style with electroplating.

Auspicious Cap brings you a healthier and promising life !

Design Refinements According to the study before, we can know that users don’t necessarily use the cooker at home, there are other needs that users will bring food to the office or school to eat, just like bring the lunch box. Through collecting relative product and analyze, we discover that the personal cooker on the market just have handle for users to lift and there is no convenient design such as pot body handle to easily move the cooker. There are some products which are accompanied with bag and transfrom into the box bag immediately. Combine the advantages above, we keep the classic pot body handle and cut one part of the handle in accordance witch the shape to maintain the whole feeling. In addition to the handle, we did some research about the carry bag to add the bag design into the next generation product and enhances functionality.

Competitior Product

High Prize Product Assessment :

Target

- Base on the cost, personal should be innovative to increase its additional value - Indirect heating technique, the classic heating way - The inner pot can be take out and become the lunch box - Adding the insulation bag to keep the case warm

Design Discussion : - The need of personal cooker is doubtful, and the cost will be too high - Instead of personal cooker, the development direction will be changed to three people cooker

Traditional

Modern

- “Portable cooker” is the best direction from now on - The construction problem should be solved

Development Guideline : - High cost/performance ratio - Base on the classic cooker mechanism technique, and improve the heating performance - The Indication light color could be different in different situations such as cooking and warm keeping - The position of the outlet hole should be considered because of the effectiveness and air circulation

Low Prize

Concept Proposal Base on the product assessment, design discussion, and development guide, we make some changes of the personal cooker.

The most different part is the lift handle which is cut from the pot body handle and still keep the whole shape feeling.

Easy to take out

Functional handle

Hot alertness

Classic function

Anodizing body

Seperated power cord

Memory 憜 Market Research Color Image Scale

Design Guideline 7� inch size - Most popular - On-The-Go function - Stereophonic sound

High Prize

- TV output - AOS function

Small Screen

Big Screen

Fierce competition

Low Prize

Storage device - USB storage transmission - SD card storage expansion - Sim card to read data - Other devices - DC or charged battery

Style - Rectangle base - Slim and light - Well-executed curves - High quality - Detail design

Design Concept Based on the research before, the concept of the 7 inch digital frame is slim, well-executed curve, and multi ple storage devices.

The concept is composed by two different texture, high golssy on the front sid -e, matted surface on the back side with metal stand to decorate the whole pro -duct which is also the highlight of the digital frame.

High glossy texture with

Two back speaker hole

Water drop shape haning

the 7” panel makes the

posesses the stereo type

hole gives you other type

best balance.

system sound effect.

of using way.

USB reader device and DC power supply makes it diversified.

Multiple storage device makes you easy to add the space when it’s out of space.

Slim size can fit into every interior design and you can put it anywhere.

Four views frame work

Every got his/her memory, whether it’s good or bad, it’s always in your mind and can’t be easily forgotten. Just use “Memory” to help you record the treasure times and because of the big storage space and storage expansion device, you can put as many memories as you want.

Intelligent Cooker Lifestyle and home space trend - Trend 01 The rise of the life aesthetic consciousness Focus on personal lifestyle and design aesthetics Spend more to keep life quality and sense Buying smart and bargaining, insist the taste and don’t compromise True consumption and pursue the maximum of consumption benefit

- Trend 02 Diversification of household style Willing to add budget to shape the style of living space Focusing on the detail and every single part Country style, modern style, nordic style

- Trend 03 Focus on the balance of appliance and space Home appliance blends into the style of interior space Integrated furniture into home space The transformation of appliance to furniture

- Trend 04 Intelligence and green technology Green purchase topics such as enegy-saving, eco have become the new motivation of household consumption Focus on humanistic design and intelligent sensation Combine internet with virtuality and reality

- Trend 05 Healthy home appliance The sales of healthy appliance has broken the record Healthy protection has been the point of marketing Mature of the technology such as nano-silver and ion

Tatung rice cooker SWOT analysis - One touch cooking

- Bad appearance

- Easy to use

- Bad value assessment

- Keep the original flavor

- High cost

- Cook different dishes at once

- High prize beyond expectation

- Automatically turn off

- Indirect heating

- Power saving

- Vague segmentation

Target of the project： ．Enhance the eco technology and the brand aesthestics image of Tatung

- Famous Taiwan brand Strengths

．Establishing of product series and identity

Weaknesses

．Increase the rice cooker market share on the middle level market

Opportunities

．Construct the competition advantage through

Threats

improving design quality then increase the - Multi-function cooker

- Electronic rice cooker has

- Big market share

over 90% market share

- Fast living tempo

- Consumers won’t buy the

- Focus on convenience

product profit ．Becoming a threat to the import appliance such as Japanese, European brand

same kind of product

- New kind of product

- There are multi-functional

- Novelty kitchenware

product on the market - It’s hard to change habits of consumer

Product positioning and strategy - Consumers who are willing to buy the product express that it could replace the present product at home, and the replaced product is not necessary to be electronic rice cooker.

- Tatung rice cooker gets the advantage of cooking effectiveness, but consumers are satisfied with the present cooker which has form a solid habit and is hard to change.

- On the other cooking method (especially steam and boil), Tatung is better than other electronic cookers and possesses the advantage that is easy to use and one touch cooking.

．Market Positioning High Prize

Best Chance

Practical

Popular

Recognized

Project Strategy Low End

High End

Sensitive

Low Prize

Image

Target User Profile

- Age from 25 to 45 - Two adults - One or two children - Double income - Busy in working

Personality

Anticipation

- Middle class - Focus on life taste - Pursuing design sense - Small house scale - Pay attention to health

- Easy to use - Emotional design - C/P balance - Better with intelligence - Less learning process

Design Concept - 01

The whole shape is consisted with round curves that exhibits a soft feeling. The material of the body is frosting metal which enhance the high quality of the cooker. With glass pot cover, you can check the situation of the food insde easily.

Air outlet

Easily grip pot cover lid keeps you from heat and helps you do the cuisine without any effort. You’ll know when the food is done by checking air outlet on the rear side of the cover which color is orange to alert you it’s very hot when cooking.

- Design Detail Frosted body enhances

IMD control not only ex-

the value of the product

hibits high quality but a-

and becomes a lighlight

lso makes users easy to

among others.

operate the cooker.

Functional lid handle k-

Highlight air outlet alerts

eeps you from the heat

you that the cover is hot

when cooking food and

, functioning, and tells y-

easy to take off the lid.

ou don’t touch!

Glass material pot cover which is easy to see through inside.

- Design Specialty

You can use the metal steamer to enhance your

Glass cover

cooking efficiency. When you put the steamer onto the cooker, the glass pot

IMD panel

cover can be used as the steamer cover, too.

Frosted body

- Scenario Simulation

Design Concept - 02 To emphasize high quality and elegance of the cooker, borrow the idea of pressure cooker and IH cooker and refine the shape and functionality. Decorate the cooker with frosted metal texture to enhance the value of the product. The product is outstandin among the general cooker on the market which consumers can easily notice the product in the mall.

- Design features

Green unlock indication clearly tells you how to release the lid.

Anodized button give t-

IMD control not only ex-

he product a highlight a-

hibits high quality but a-

nd is also possess func-

lso makes users easy to

tion.

operate the cooker.

Frosted texture handle

Standing out color for t-

makes it easy for user to

he air outlet to indicate

take off the lid and put it

it’s hot around the hole.

anywhere as you wish.

- Design dimension

275 mm

317 mm

368 mm

- Operation Guide Step 1.

If you want to do multiple cuisines with the steamer, first just simply push the green button to release the lock which connects the lid and body. Then push the anodizing botton to open the lid and use the frosted handle which is easy to lift to take of the pot cover. This time, watch out the orange color air outlet that indicates hot steam.

Step 2.

After you unlock the joint, side open the lid and take off the cover. Because of the shape, you can put it steady anythere, even up side down the lid can still stand steady and the drops inside won’t spill out because of the curve of the inside shape.

Step 3.

The step is the last step, you almost have done all of the work to cook multiple cuisine at the same time! Just put the square steamer onto the cooker and they’ll integrate each other well. You can choose just one stack of two stacks that can help you cook different dishes simultaneously without any effort. The lid which has been taken off can be the steamer lid as well, gives you another fun when cooking.

- Scenario Simulation

Reunion

團圓 Analysis of BBQ activity BBQ

- BBQ is part of the delicacies in Taiwan BBQ activity is always accompanied with reactions between people which can draw people together. At the night market, we can eat delicious foods like BBQ, roast corn. If we have a convenient BBQ tool at home, we can not only eat safely but also bring new enjoyment for food detail-oriented Taiwanese.

- Eat safely and the BBQ tool The best material for the BBQ grill is stainless steel but it’s too expensive for customer to buy. The iron material is less expensive but it rust easily so producer often put the zinc coating to prevent it from rusted. The drawback is that zinc is easy to melt, and it will cause heavy metal poisoning with high temperature, acid and the metal element will melt out.

- Why Hornblende? ．Far-infrared ray heats the food evenly, indirect heating which won’t destroy the flavor of food, capillarity effect to draw the the oil and keep it healthy. ．According to different ingredients, there is still a casting iron grill to add different flavor. ．There are Korean top hornblende and pluton to choose from.

Stir fry

Deep fry

Taiwan delicacies

Shallow fry

Cook

Analysis of current product - THP-100S - Advantages ．Indirect heating function which can cook food evenly. ．Removing and washing design of flagstone, grill, drip pan. ．Use flagstone or BBQ grill to cook and stir fry food according to different needs. ．Light weight which is easy move to other places.

- Disadvantages ．The switch is on the front side and not easy to use. ．Ineffitive heating because of the hanging heating tube. ．The drip pan is too close to the body which makes it hard to take off and clean. ．The gap between flagstone and body is too bigh that the oil will easily spill out when cooking. ．Small size flagstone cook less food at the same time. ．It will burn the surface of table when cooking.

Product positioning and design strategy High Prize

Eat Safely - Safe food certification - Secure design - Less cooking smell

Delicacies - Evenly heating - Diffenent BBQ tools - Less oil cooking

Target Low End

High End

Store clean - Stylish appearance - Easy to clean - Disassemble easily

Low Prize

Design Concept Lower the height with the side control panel which makes lots of people BBQ together easily. And because of its height, you can store it into the closet without any effort and lots of space. There are two kinds of cooking board according to different ingredient for you to choose from. You can even use two same panel tocook meat, corn, or vegetable.

Operating way

Design Detail You can easily change and clean the cooking board since it’s positioned inside the steel.

The heater is integrated with the control panel which is easy to take apart and clean.

The drip pan with the bottom is another piece and you can clean it by pouring water in.

You can change the cooking board according to the ingredient to cook easily.

The triangle caution light and the firepower light will shine when cooking.

Hollow stainless steel can be take apart from the body to easily clean.

Explosion Drawing The framwork of Reunion is very simple and module design that it is easy to manipulate and clean, and it’s even easy to fix when the product is broken. Just replace the broken part with new component, the product can operate again like a new one.

Cook Board

Stainless

Control

Heater

Drip Pan

Base

Accompanied Accessories

With the wrapping flexible fabric, you can easily fasten the product and put it into the closet with ease.

Since the flexible fabric is washable, it is easy to keep the whole product clean and hygienic so that it will make you healthy.

Because of the low height of the BBQ grill, you can put it anywhere you want, straight or horizontal, it will occupies little space.

Cozy Air

Product analyze outline Through ITIS fan production and marketing research, the sales volume of fan in 2011 is about 2.3 million that desk and stand fan are the large amount of the sales in Taiwan.

The cooling function of fan has been replaced by air conditioner according to internet studies, so that the main function of fan has transformed into helping circulate air with the air conditioner to save the energy.

Consumers have repositioned the role of the fan in daily life. And the most concerned type of fan are “air circulator” and “DC fan”.

Top 5 design trends - Air current circulation - Energy saving and save money - Quiet and lower volume design - Wind level, mode - Convenience of operation

Product Positioning High Prize

Target Market

Design Request

Low End

High End

- DC motor - Well-performance steadiness - Lower volume and noise - Multiple wind level - Natural wind - Air circulation - Can be used all year round - Remote control - Longevity

Low Prize

Target User Since every family should possess at least one fan, whether it’s desk, stand, or even DC fan, people will be aware of the C/P ratio of the product. Nowadays, AC fan has faded out in the market and the DC fan becomes the mainstream because its stepless wind level, quiet and energy saving. So, the target user will be a family with children(infant), middle class, and so on.

Profile

- Age from 35 to 45 - Two adults - One or two infants - Double income - Busy in working

Personality

- Middle class - Living in apartment - Pursuing design sense - Small house scale - Caring about trend

Anticipation

- Ubiquitous - Emotional design - Best C/P Ratio - Intelligent - Less learning process

Design Concept

Operating way

Controller interface

．Well-executed shape with white base which exhibits high quality of the product. ．Imitate remote control storage with the knob control makes it easy to use.

Detail Features

Information Handle

Contronl knob Decorate ring

Rotate knob

Storage

Rise, fall knob

IR transmitter Membrane switch Jog dial

Cozy Air gives you comfortable wind and life !

Design Refinement Based on the proposal before, there are few features can be refined such as the front decoration ring, base, rise and fall tube. Modify the base curve to make it much smoother and neater, and add some functionality to the front decoration ring to distribute aroma.

Detail Refinement 280 mm

620 mm

You can put essence oil into the space of the front decoration ring to distribute aroma 340 mm

- Hair Dryer Design Nowadays Situation - Hair Care

˙Younger baldheaded problem ˙Side effect of the baldhead drug ˙Hair growth equals curative effect ˙Infrared light helps hair growth ˙Hairmax Lasercomb for hair care

Product Planning - Target Audience

25 to 35 Years old Willing to spend for themselves Emphasize joyful life experience Love delicate product Pursue life quality and personal enjoyment

- Brand Image

Enchanting appearance Romantic internal character Confident in themselves Charming product line Fashion creator Wisdom about everything

- Product Image

Fashion Techonology Delicate Simple Quality Streamline

Hair dryer line-up in 2013 Prize Range Project Target

Over $ 1000 (12%) THD-C850I

$ 600-999 (26%)

Specialty ˙Far infrared and low electromagnetic ˙Smart temperature control

THD-5100FBK

THD-1000AI

˙Quiet design, noise below 75db ˙Light weight design

$ 300-599 (46%)

˙Gorgeous body with wire hub ˙Salon-class diffuser accessary

TBHD-205 THD-1000LI

THD-3000F

THD-350A

Below $ 299 (17%)

TFS-1000S

2012

2013’ Q2

2013’ Q3

Competitor product analysis High Prize Product Trend : - Plastic injection to reinforce - ION design is mainstream

Design

- Two-way control - Diffuser accessary accompany

Design Features : - ION controller switch - Foldable design

Traditional

Modern

- Handle with hole for hanging - Hair care design

Shape Style : - Modern with thoughtful design - Transparent blast design - Removable filter for easily clean - Colorful package design

Low Prize

Concept Image - 01 Elegant design

- Graceful element - Vivid color - Bright and vital - Mature style - Appealing shape

Brand Pattern

Delicate Design

- Butterfly decoration - Decorative hole - Meaningful icon - Hair dryer element - Enchanting design

- Design detail - Intimate design - Personalization - Exquisite appearance - Lovely

Design Concept - 01

Double ION outlets reinforce the ION function.

Silver gray metallic painting increase the quality of the product. The whole shape is consisted of agile curves which add fashion style to the product. The transparent decorative ring create a multi-layered feeling. The texture of the main body is polish with UV coating, and the silver foil stamping logo.

This kind of color combination exhibits an elegant feeling which is suitable for the target audience. It is not just looked good, but also able to protect your hair while drying hair.

The double ION outlets match with the ION indicator, when ION works, the ION indicator will shine just like it’s breathing. The breathing light highlight the product and makes the product more elegant and much more outstanding among products in market.

Low speed wind with ION protect your hair

strong breeze dry and shape your hair

ION indicator

Concept Image - 02 Neutralization

Brand Pattern

- Universal design - Male | Female - Functionality - For everyone - Impersnal design

- Butterfly decoration - Decorative hole - Meaningful icon - Hair dryer element - Enchanting design

Product Detail

- Breathing light - Transparent element - Slipproof mat - Thoughtful detail - Fine point aggregation

Concept Image - 02

ION Switch

Ingeniously combine the Bellavie logo image into the rear decorative ring which is both functional and adorning and enhance the quality of the product.

There are several intimate designs in this product include the decoration sheet on the handle for users to manipulate the hair dryer easily. Aggregrate the control buttons together to make the product just as one piece.

Slip and scratch proof Some detail design make the product much better and thoughtful for users.

When you’re using the hair dryer, these detail won’t let you feel them. But they will help you whenever you need.

Just give it a try !

Flow

流

SWOT analysis about Tatung air purifier Strengths

Weankess

- Taiwan brand

- No remarkable segmentation

- Trusted by China consumers

- Deficient product types

- Home appliance producer

- Not well-known in China

Target of the project：

- Possess market assurance

- Possess assurance about the market

．Tatung image ．Product identity ．Powerful sell point

Opportunities

Threats

- New brand is easily to be built

- More and more competitors

- Worsen air quality

- Competitors are filling the market

- More air purifier demand

- International brands are well-known

- Still some space to cut in

- Consumer’s product loyalty

．Unique functionality ．Design Language

Potential consumer

Physical demand

Psychological demand

． The allergic

． The mysophobia

． Newborn or elderly

． Worry about air pollution

． Home just decorated

． Avian influenza virus

． Outlander

． Early adopter

Design images According to the studies before, the air purifier concept proposal should not only follow the big concept, but also refer to the design image which will be mounted into the concept.

After researching the product design trend, the design image words are filtered into five key words which are fluid, simple, clean, homey, and friendly.

- Fluid - Simple - Clean - Homey - Friendly.

Design concept This concept emphasizes the “flow� image of the product, so the top of the design is just like air flowing process. It also indicates the progress of air filtering. The air outlet morphes into the whole shape and hides in the color which will give users a nihilistic feeling.

Best air Take off to replace the filters

Better air

Bad air

Split Air Conditioner Design Policy First start with few image words which are related to the product proposal, and could be the adjectives of the product. After sorting out these key images, try to integrate them into the design language and apply to the shape or detail. Because this is a rapid design project, the proposals should catch the key images accurately.

Design Proposal - 01

Design philosophy : The panel extends out from the base and use simple geometrical shape as design element. The information display zone is decorated with polish semi-transparent acrylic and stretch to the two sides of the panel which exhibits the feeling of delicate and homey.

Indention and silver foil stamping logo

Polish white panel

Semi-transparent black acrylic

Design Proposal - 02

Design philosophy : The design method is black base wraping the white panel to increase the variety. The bottom follows the arc of the base and becomes the information display which not only makes user easy to check the condition but also decorate the interior and presents the style of stable and yuppie.

Polish white panel Dark gray logo printing

Semi-transparent black acrylic

Design Proposal - 03

Design philosophy : Follow the image of the flagship series and transform the air inlet into information display. Slim textured frame collocates with polish white and black panel which increase the layer feeling. The whole design expresses modern and unique feeling.

Polish white panel

Slim textured frame

Indention and silver foil stamping logo Semi-transparent black acrylic

Smart Connect - Smart plug design

Design Background - Smart Energy Saving Solution – Smart Plug - Smart & Energy Saving - Smart Plug - Visibility evolution of home appliance

- Smart Home Solution - Tatung home appliance+Smart plug+Tatung SEMS system

Competitor Research Features : ．Turn electronics on or off - anywhere ．Operates over Wi-Fi and mobile internet, at home and away ．Put your electronic devices on a scheduleModular system ．You can add additional WeMo Switches easily, any time ．Control as much or as little of your home as you want ．Plugs into any regular 120v wall outlet ．Free WeMo app

Design Concept - 01 Philosophy

- Sleek curves collocate with polish-textured variation - Vivid composite control key indicates functionality

Compound control Serial numbers printing

Indication light Inclined plane design

Dark gray logo printing

Design Concept - 02 Philosophy

- Round and comfortable shape - Textured finishing increases the usability

Textured finishing

Power + Indicator Wifi + Indicator

Green Life - Plant Bottle Design Plant Factory Marketing Condition - The Pacific Ocean Group First fresh market “SOFRE3H” in Taiwan Combine green factory with urban farm Make the “so fresh” meaning stand out The fianl goal is health industry Integrate the plant factory with the green market

- Philips Bio-Plant Supermarket Cooperate with The Colruyt Group stores Mainly sell organic food in the supermarket LED light by Philips No ultraviolet light pollution Low temperature to keep food fresh

SWOT analysis of plant factory Strength

Weakness

- No effect by the weahter

- The cost of setting is high

- Steady prize

- The production is limited

- Could be harvested soon

- Crops cultivation is limited

- Energy-saving LED light

- Few approaches on the market

Target of the project： ．Top of the high pyramid ．Care about the food health ．General group

Opportunities

Threats

- Could be built in urban city

- Fierce competition

- Integrated with restaurant

- Some tech-company has involved

- LED prize has dropped down

- The prize is too high to promote

- No pesticide, no heavy metal

- The “organic food” myth

．Promote with restaurant ．Assited by internet sell

Prototype introduction LED Light

- The plant bottle principle Put water into the water tank The water tank is removerable to add water Foam rubber absorbs water and deliver to vaporizer through capillarity

Ultrasonic

Plant

Ultrasonic vaporizer vibrates water through nanometer holes LED light provides enough light time

Vaporizer

The vaporizer ensures there is plenty of humidity in the bottle

Foam Rubber Water Tank

Potential competitor analysis - Grow fresh Naturally, with the Smart Herb Garden Growing herbs has never been easier NASA inspired technology does all the work most innovative gift for growing plants Just add water when an indicator reminds you to

- Four steps Step 1. Fill the water tank Step 2. Connect the smart garden to a power source Step 3. Place the device in a well-lit spot Step 4. Wait for cute sprouts to appear and enjoy !

DNA key words Clean

Intuitive

Layered

Clean 40%

Intuitive 40%

Layered 20%

Design Concept - Reunion - Image Key Words - Round | Homey | Elegant | Friendly | Warm

This concept is supposed to convey the “home� feeling which everyone loves and can relate to. The whole shape is very smooth and just like a masterpiece. You can put Reunion on your office table and it will stay with you all the time. Feel depressed or fatigue? Just take some time to look at Reunion and the plant, you will become energetic again and overcome everything !

LED Light Normal

Error

No Water Glass

Status Light

Potting Support

Water Tank

Design Concept - Lighthouse - Image Key Words - Sleek | Delicate | Layer | Interaction | Funny

“Lighthouse”, just like it’s name, the concept is to light up your life ! The shape is refered to the lighthouse which you can interact with it. You can easily put it anywhere and everywhere with just two or three fingers. It can be separated into two parts, and the lower part is the base and water tank. Just take the upper part with the plants and put it by your side and you will feel the energy of the plant !

The Shape is just resemble the lighthouse and decrease from the base to make the shape varible and vivid. The hole on the top makes it move ealily with two fingers.

Hand held Handle LED Light

Potting

Water Tank

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