ZHENG BO-KAI
“Be a great designer...”
PROFILE
ZHENG BO-KAI 鄭柏凱
TAY PEK-KHAI
D.O.B.：1982 August, 06 Phone：+886-958-101-912 E-mail：mike.kai26@gmail.com
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EDUCATION 實踐大學 工業產品設計所 國立成功大學 系統及船舶機電工程學系
WORKING EXPERIENCES 2012-2013 積中盛股份有限公司（Case by case） 2011-2012 梅迪奇創意股份有限公司（Internship） 2008-2010 人民廣告設計公司 2007
大洋遊艇企業股份有限公司
AWARDS 2010 臺北工業設計獎 入圍獎《造肥機》 2011 新竹美學生活館 佳作《Air Life Box》 2011 新竹美學生活館 首獎《A.C.R.》 2011 德國Red Dot Concept德國紅點概念獎 《A.C.R.》 2012 德國iF Concept Award 德國iF概念獎《A.C.R.》 2012 美國IDEA美國傑出工業設計獎Finalist 《A.C.R.》 2012 美國IDEA美國傑出工業設計獎Bronze 《AmoeBAND》 2012 德國Red Dot Award: Best of The Best 《AmoeBAND》 2012 湖南芙蓉杯 國際工業設計創新大賽 優秀獎 《高樓火警逃生箱》
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CONTENTS
A.C.R.
AmoeBAND
P8-13
4
Fire Alarm & Escape Box
P14-17
P18-23
Polar Lamp
Freelance Design Project
Thesis Abstract
－GIANT ANYROAD
產 品 規 劃 個 案 研 究
P24-25
P26-33
P35-37
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PRODUCT DESIGN
Video: http://vimeo.com/26332473
In order to rescue the patient immediately, A.C.R. will be placed in many public places, such as airports, metro stations, bus stops and swimming pools. A.C.R. is easy to be installed in all situations and environments for improving the efficiency of rescue just like existing fire distinguisher.
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Even without rescue skill, A.C.R. still helps you when emergency happens.
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Design concept How many people can exert CPR when someone needs it on the street? According to the statistics from the EMS (Emergency Medical Service System)
1
2
3 1/3
8%
300,000 victims each year Only 8 % servive
Less than 1/3 victims receive bystander CPR
Effective bystander CPR at least double a victim’s chance of survival
(Source : EMS)
Some reasons why people often do not exert CPR when the incident occurs: 1
2
Don't know how
3
Not familiar with CPR
Worried about facing criminal responsibility (in some countries)
Existing first aid equipment is for trained people who know how to use it. This newly designed equipment can be used by most people to achieve the purpose of saving lives in an emergency situation. In an emergency, it is difficult to report and rescue quickly at the same time. During the CPR rescue, people who exert the first aid are al so unsure of the strength of compression, depth and frequency. The mouth resuscitation will also carry a risk of infection. Most people cannot immediately determine the patient's condition. If first aid is not provided properly, it may cause second injury to the patient, and the person may face criminal responsibility.
We propose a new design to make the professional first-aid equipment easy to be installed in all situations and environments, more simple in operation, and increase the success rate of emergency rescue. There are instructions on the equipment
Automatic compression and aspiration
Suitable for different type of human bodies
Understand the status of the patient from the screen
Knowing how many times to press knowing the depth of compression
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Reusable
Appearance and details W250 X H350 X D180 mm (depth adjustable)
A E
C
B
F
H G
D
A
Oxygen goes to the lungs through the oxygen mask and replaces mouth resuscitation.
B
Air goes through this hole to simulate a real breathing human condition.
C
Adjustable nylon straps make the equipment fit closely with the body.
D
A battery is covered with soft pad in the backboard, and charging hole is underneath. A.C.R. can be placed inside the first aid box for charging.
E
Fingers detector can detect the pulse, body temperature and other information of the patient.
F
Clockwise rotation power switch Parallel lines aligned to nipples
G
E-screen will display information about injuries and arrival time of ambulance.
H
Cardiac massage device will operate with correct depth and regular compression.
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Operational processes 1
Close to the back
Slightly raise the patient and put the backboard below the patient's back.
Adjust the nylon straps to appropriate tightness on the right position.
2
Adjusted to tight
A.C.R. is suitable for different type of human bodies and increase stability and accuracy of cardiac massage.
To prevent the user from inadvertently switching on the power, straps on both side of A.C.R. are foolproof.
3
4
5 12
Fasten belt
Wear the breathing mask
Finger detector
Power is on only after the straps have been tightened.
Placing the oxygen mask on the patient΄s face from the A.C.R. help to successfully start the oxygen flow to the patient's lungs.
Finger detector is linked with equipment by retractable reel and adsorb with magnetic force. Pull it out and put it on the patient's finger.
put on
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6
ON / OFF
After aligned parallel to the nipples, turn the switch clockwise to start cardiac massage device.
ON / OFF Electronic screen on A.C.R. showing the oxygen content of blood, heart rate, body temperature and estimated time of arrival of the ambulance.
Information on the E-screen
Synchronous transmission
Turn from red to green
Red color indicates an unstable state. Respiratory system will subsequently start.
Transmitted over wireless network, equipment will synchronize to send information about the health of patient to the nearest hospital and allow doctors to immediately grasp the status of patient.
When the patient's condition becomes stable, electronic screen will turn from red to green, and ambulance arrival time is shown larger. After the ambulance took the patient to the hospital, the A.C.R. unit will be disinfected for repeated use. The A.C.R. unit will play a vital role in keeping a patient alive before the arrival of the ambulance. This device can provide significant help to patients and rescuers, not only increase the chance of survival, but also improve the bystander’s willingness to do the first aid and probability of success.
Disinfect for repeated use
Moreover, A.C.R. could improve the efficiency of the emergency response, especially when a major disaster happens and there is a shortage of professional rescuers. 13
Video:http://vimeo.com/41087390
Packaged in matchbox style, it's easy to take out the AmoeBAND : Just slide the inner box out.
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AmoeBAND - Bionic concept Amoeba are able to adjust their shape to their environment - using this design concept we improved existing band-aid, so that the same band-aid can be used in different areas after tearing into shape. Hands are the most vulnerable body parts and the area where band-aid is most frequently used. Innovative AmoeBAND uses a simple tear action to create a suitable shape for the affected area (shown below). AmoeBAND Standard：L62 mm x W30 mm AmoeBAND Advanced：L80 mm x W40 mm
→Direct use. Use for flat areas.
→Tear off the left and right side of AmoeBAND. Use for fingers and finger joints.
→Tear off the upper and lower side of AmoeBAND. Use for fingertips.
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According to German EMFT latest research, when an infection of a wound is detected, the pH value is between 6.5 and 8.5. AmoeBAND's indicator cross turns purple, alerting the user to change. The intelligent dressing material allows to regularily check wounds from the outside without disrupting the healing process. New band-aid
Time to replace
Use of leather-like material offers a variety of color choices. The injured area will not be overly highlighted at different skin tones.
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Expanded view of the packaging
1 223345566 7789 0
Inner packaging
Package information 1. Braille 2. Color of band-aid 3. Amount of band-aid 4. Opening mark
5. Instructions for use 6. Explanation of indicator color cross 7. Skin friendly sign 8. Recycle sign
9. Ingredients 10. Manufacturer 11. Barcode
Braille
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Fire Alarm and Escape Box for high-rising buildings
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Design concept Fire hydrant is often installed in the lower floors of a building, but when the fire starts, affected people in the higher floors often find that it is difficult to use the escape sling, may be chok ed to death by the smoke, find it difficult to call for help. The existing fire escape equipment is scattered, not easy to find the fire extinguishers or other equipment for escape condition.
Fire Alarm and Escape Box for high-rising buildings
High floor
Fire Alarm and Escape Box for high-rising buildings
Low floor
Fire extinguisher
HYDRANT
Cloud alarm system
1.Integration the escape equipment for high floors, configuration next to the windows and enclosure wall at each floor. 2.Equipped with the cloud alarm system, fire extinguishers, Descending Escape Vest DEV and the Extension Breathing Space Hood EBSH, Intuitive use by graphics guide, to achieve fast, simple and safe escape process.
Descending Escape Vest
Extension Breathing Space Hood
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Extension Breathing Space Hood EBSH design concept 1. According to statistics, the main cause death at a fire scene are not fire burns, but is choking by smoke. 2. EBSH is better than general smoke hood, it only uses two simple steps: Expand EBSH, and stretch EBSH to set on neck. Then People will get extended breathing space in the fire, with extended time and better chance to escape. 3. Multi-level filter layer is made by activated carbon fibers and breath valve, it can filter the toxic smoke, and exhaust to avoid internal fog. 4. EBSH is equipped with DEV fire escape system, with ample supply.
Membrane
Filter layer
Exhale device
Thin silicone
Material Heat-resistant membrane, Activated carbon fibers, Heat-resistant thin silicone
Dimension W400 * H350 * D350 mm
Movable Chip
Design features 1.EBSH is made by heat-resistant membrane, will not dissolve in 500 degree heat for 30 minutes. 2.Multi-level layer of activated carbon fibers: Absorb toxic particles of smoke. 3.The breath valve device: Can exhaust quickly to avoid the internal fog. 4.Heat-resistant thin silicone: Stretch out it and set it on neck, preventing toxic smoke to enter from the bottom. 20
Breath Hole Activated Carbon Fibers Cotton
Details The exhaled air from people will move the soft thin slice in the breath valve, and open the exhaust hole of the breath valve. The soft thin slice only moves into one direction, so the contaminated outside air could not get into the hood.
Descending Escape Vest
80~90s
40~50s
DEV design concept 1. Existing escape sling is difficult to use under panic due to complicated operation, and using the rope fixed to the person is not solid enough. 2. The DEV improved intuitive wearing and give more protection for affected people to reduce errors and operating time, giving a better chance to escape. 3. DEV is disposed in high-rise fire escape box, photo and writing guideline on the door cover shows affected people the operation mode.
Escape Descent Rope Handle Anti-collision tortoiseshell Reflective straps
Number tags for operation steps
Window breaker & Flashlight
Tiger buckle
Design features 1.Operation steps marked on the vest, clear and easy to understand. 2.Adjustable strips for various body sizes. 3.Guidance by Two colors on the tiger buckle color guide, escapees can buckle properly. 4.The handle on the chest can support the descent. 5.Reflective strips on shoulders, easier for rescuers to identify the affected people in the night. 6.Tortoiseshell structure on the back protects the spine.
Material Fabric, foam, alloy, nylon climbing rope
Dimension W280 * H400 * D200 mm 21
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Window breaker & flashlight
Automatic rewind system
Window breaker and flashlight are fixed on the vest through the rope. When the escape height is too high and the length of the rope is exhausted, use window breaker and flashlight to escape when descent to a safe floor.
When people quickly release the DEV, DEV will get back to the original floor via a reel- device as the weight of DEV becomes lighter.
Extension Breathing Space
Operational instruction
Open
1.2
1
When a fire breaks out, open the lid of EBSH.
2 1.Expand the EBSH. 2.Stretch out the thin silicone hole, and set on neck.
Descending Escape Vest
Operational instruction
Open
1.2
Open the lid of DEV. Fire alarm starts immediately, and simultaneously a Mayday signal will be sent to the fire station .
Take out an escape vest, put it on, and fasten the lap-belt (1)( 2) safely .
1
2
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Fasten the belt across crotch (3) and confirm the chest-rope is connected properly with the top of escape system.
3
4
Grip the handle (4), face to the window and jump out. Escape vest will automatically descend.
Descend to the ground, unlock the lap-belt and crotch-belt, take off the escape vest. Users have escaped successfully.
4
3
5
Re Next one
When the weight of the vest becomes lighter, the vest will ascend automatically to the original floor for the next user.
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Polar Lamp
“ Let's Save It While We Can. �
The lamp uses characteristics of the lampshade, which is made of paper, to show an environmental message through the lights and display. The lampshade uses images of animals that currently face extinction, such as polar bears. The base of the lamp resembles an iceberg. Before turning on the light: The polar bears get together with each other in the snow. After turning on the light: Since the ice melts, the polar bears are forcibly separated from their families. The purpose of the polar lamp is to remind users about the consequence of the global warming. o 320 mm
415 mm
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NET
TABLE LAMP
Contrast, two different objects set together to achieve the purpose of comparison. In our life, some things is cannot be directly discovered from the surface. Need to through some specific practices, to show the real meaning of things. However, the on and off of lamp was a strong contrast, Therefore, use the characteristics of paper made for lampshade, To convey the message through the lights and displayed.
Before turn on the light
After turn on the light
DESIGN BY MIKE @ ANAK MALAYSIA
2012 JAN
170 mm
NET LAMP
280 mm
260 mm
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FREELANCE DESIGN PROJECT
BUSINESS CARD DESIGN
PACKAGE DESIGN
DESIGN FOR AVIER
PRODUCT DESIGN
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BUSINESS CARD DESIGN
多摩食堂
HSS AIRSPACE
CONFORTIVE
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PACKAGE DESIGN
鮮黑豚
Galtani
250 mm (H) x 250 mm (W) x 100 mm (D)
170 mm (H) x 100 mm (W) x 35 mm (D)
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DESIGN FOR AVIER COMPANY LOGO DESIGN
CABLE DESIGN
PACKAGE DESIGN
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DISPLAY CASE DESIGN
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SPEAKER DESIGN
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移動式工作站 影音劇院
可抽拔式外接電池 （可帶走）
可無線連接
可替換式轉接座（三種）
可遙控
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THESIS ABSTRACT
實踐大學 工業產品設計所 論文題目
產品規劃個案研究：GIANT ANYROAD
摘要
正如所有的企業組織都想在市場上永續發展，捷安特在產品規劃中嘗試策略性地推出新 產品，目的是與現有產品市場作出差異化，預期創造新產品價值及市場開發。2012年捷安 特推出全球第一款混合公路車和登山車的創新產品ANYROAD，當時捷安特企業總部是抱 持著很高的信心推出ANYROAD，但是台灣的通路商卻並不看好這款創新產品，因此也不 願意提高進貨量，沒想到上市之後市場的反應卻出乎意料的好。本研究以ANYROAD這新 產品開發規劃，作「研究型個案研究」，主要探討ANYROAD的產品設計特點、產品定位 與策略、目標族群、行銷與定價。另外，並以「情境故事法」呈現ANYROAD的使用者經 驗，以提供未來產品規劃與行銷策略的參考。 本研究以訪談法經過與ANYROAD的創始者捷安特研發中心張盛昌協理與設計中心蔣友 常經理進行深度訪談，得知ANYROAD是企業的發展願景以及發現市場的需求所發展出來 的創新產品，藉由張協理所謂的「定位差異」、「定味差異」、「定值差異」與「定價差 異」在市場上建立優勢與區隔性。捷安特也利用獨有的VPMC Target，即Value, Price, Margin與Cost Target來定義ANYROAD對於企業、通路商與消費者的價值，並利用目標利 潤、目標成本作為產品定價的參考依據。此外捷安特也以官方網站、通路商與試乘會作為 主要的行銷策略，利用不同的方式推廣新產品。 通路商在銷售ANYROAD的時候並沒有刻意鎖定特定對象，但實際銷售成果卻與捷安特 總部的目標族群設定相當一致。ANYROAD的主旨是為了提升使用者的騎乘能力，建立對 騎乘彎把公路車的自信，以讓使用者擁有騎乘專業彎把公路車的能力。捷安特總部設定的 ANYROAD目標族群是：擁有騎乘平把車經驗的使用者，或想嘗試彎把公路車卻有所顧慮 的使用者、以自行車運動健身為目的的使用者，以及35-50歲的男性族群。根據通路商的觀 察得知ANYROAD的消費者都是以同時想要有公路車與登山車功能的需求作為選擇考量， 而且都為男性的消費者，這與捷安特的目標族群設定吻合。
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有別於一般3C產品商常會推出低價位的後續產品，ANYROAD最初只推出中低價位型號1 和2，經消費者主動詢問是否有更高規格的同型車款，捷安特便趁勢推出更高單價的ANYROAD 0。而當市場測試成功，消費者反映需要更高規格、高質感的ANYROAD，因此捷安特 便擴大產品線進行雙向延伸，延伸了ANYROAD 0、1和2，在定價上各型號以相差三成做為區 隔，讓有更高需求或低預算的消費者可以選其所好。根據訪問的五家通路商表示在ANYROAD 0還未上市前，2012年ANYROAD 1與2在這五家通路商的平均銷售比例為40%與60% 。而在2013年春季ANYROAD 0上市之後，ANYROAD 0、1、2在這五家通路商的平均銷售比 例為，40%、28%和32%。本研究認為ANYROAD 1和2上市初期消費者屬於嘗鮮者，因此購 買心態較保守；而直到市場成長後的ANYROAD 0上市則出現可以接受較高價格的消費者；南 京直營店店長則表示，ANYROAD 0銷售飆升到40%，主要是因為消費者覺得ANYROAD 0在 價格與產品規格上的性價比較高。 研究裡深度訪談了十位ANYROAD男性使用者，其年齡分佈為32-56歲。其中有八名以自 行車作為運動健身為器材，都有平把車的騎乘經歷，是被ANYROAD的全方位功能所吸引， 這與捷安特的目標族群設定很相近；但ANYROAD也意外吸引了兩名擁有專業公路車騎乘經 驗的使用者，他們對於ANYROAD的舒適度非常滿意。有受訪者表示如果當初知道ANYROAD 0將上市，他會選擇最高規格的0號而不是1號；而受訪者得知ANYROAD的方式，其中 三名是透過官方網站、四名為店家告知；另外，受訪者在騎乘感受上一致給予正面的反映， 其中六名明顯感受ANYROAD騎乘的舒適度，有三名受訪者認為在把手與車架的設計讓受訪 者在騎乘過程中不需要維持太低的姿勢，而粗胎的配置讓他們可以在任何地形上行走。其中 有四名受訪者表示有換車的意願，而已經換車的受訪者則有兩名。 本論文以「研究型個案研究法」的研究步驟及格式，分別利用文件、訪談、直接觀察與參 與觀察的方式，從捷安特、通路商與產品使用者獲取下列資料： （1）捷安特的目標族群：企業在年齡、性別與需求的設定都與受訪者相近，但也意外吸引了 以舒適度為需求的專業公路車使用者； （2）捷安特的行銷策略：透過官方網站、試乘會與通路商不同的方式傳遞新產品訊息予消費 者，而通路商也會配合公司的行銷策略，受訪者是以透過官方網站與店家得知ANYROAD為 多； （3）購買決策：受訪者的購買決策和店家所描述呈現一致，除了購買者有共同的需求外，基 本上還可以分成兩類，一種是單純只以預算來考量購買的型號，另一種則是經濟能力較好的 使用者會去選購規格最高等級的型號。 （4）騎乘感受：受訪者表示確實感受到捷安特對於ANYROAD的產品設計，車架的幾何設計 讓使用者在騎乘的過程中身體軀幹的角度不至於像專業公路車般傾斜，在高速行進中不會產 生恐懼感。而在把手上，設置直覺四點操控把位與雙煞把，可以隨著不同的地形改變姿勢， 並輕鬆應付各種狀況。此外，32C的粗胎更能增加騎乘的安穩度，讓使用者不需要擔心在高速 行進中輪胎的抓地力不足而失去平衡，且更可以隨心所欲騎在任何路況。
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最後，利用「情境故事法」把從「研究型個案研究」得到的企業端和使用者端資料撰寫成 一篇產品規劃的故事，以提供閱讀者從消費者的角度來發掘產品規劃及行銷策略課題。文章 敘述主人翁亞倫在購買前的動機，以及在購買過程中所遭遇的事情，並在使用後擬定了的升 級計劃，文中提供了多種的議題以供未來在設計策略或行銷策略上的人士所參考與討論。在 文章後端將會針對「消費者對於捷安特行銷策略的感受」、「產品線決策與使用者的關係」 與「產品設計與使用者的升級」議題給予討論。 經過本研究針對捷安特ANYROAD作分析探討後，發現捷安特可以塑造出如此創新的產品， 主要是能在市場需求上創新，並在結合了捷安特獨有的產品策略、定價策略與行銷策略，才 能讓創新的產品在市場上佔有優勢。另外，捷安特所使用的策略經過與市場學理論上的分析 ，證實捷安特的產品開發策略與市場學的理論是相吻合的。總而來說，無論是產品的定位或 是行銷規劃的策略，消費者可說是有效地感受到捷安特對於ANYROAD所執行的產品規劃。
關鍵字：捷安特、ANYROAD、產品規劃、個案研究。
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THANK YOU