Nanqian Xu
Design Research | Product Design Why we are designing, who we design for, what should we design. I’m always trying to find answers. It’s the exploration of this process, that leads me into limitless possibilitis and a fresh life path I want to take. Nanqian Xu
Nanqian Xu | Design Research
Understanding People’s Intangible Value New Generation Insurance Product Liberty Mutual is renowned for their global coverage and their east-coast based insurance network. They purchased SafeCo as their sub brand for more cover on westcoast since SafeCo has the biggest agent network there. The economic downturn just happened after this acquisition. That put a pressure on SafeCo to create more innovative products. Also, as personal insurance is becoming more online, Liberty Mutual needs to find their way to utilize their wide agent network as a strength while targeting the individual insurance product. SafeCo brought this broad topic as: explore about people’s intangible value and find out how can insurance industry play in this area. They were expecting opportunity areas. In our final report, we provided not only key insights about how people view their intangibles, but also how to use agent as a connection to access and protect people’s intangible value. This perspective make our client really see the opportunity area on a actionable level. Also, our research results become really meaningful. Skills: Scope Frame: Opportunity Map | Trend Analysis | Research Protocol Primary Research: Face-to-face Interview | Guest Tour | Photo Study | Collage Activity Analysis & Synthesis Insight Analysis | Concept Generation Workshop Planning & Implementation Scenario Planning | Story Board | Strategic Road map
New Generation Insurance Product
Nanqian Xu | Design Research
It was a hard problem. Who should we interview? We did 3 rounds of ethnographic research. It was tough when we need to figure out the screener of participants. Everyone has intangible values, but who has the most interesting story? How can we reach into people’s heart which is really sensitive, soft, and hard to articulate? We decided to go extreme. We included people with special hobbies, huge documentary database, art praisers, jack packs etc.... We also felt group of people are more likely to articulate their intangibles which hold the group together.
I know people think biking is really dangerous. And sometime just those old crazy white guys will bike. But I just enjoy this noisy and silent moment. You feels like speedy and also isolated. ... This is SUZUKI. If I have money later, I will change it. I keep all the stuff relate to biking in one paper box. I do arrange those things frequently. - Edy, Bike Club Member (Name and content is revisedNew for confidential reason) Generation Insurance Product Copyright @ Nanqian Xu, 2009
Nanqian Xu | Design Research
It was a hard problem. How should we interview? Since it’s hard to articulate (just like you are trying to articulate how you love your mom...), we did several collage interview, field research interview, photo study, some of us also joined the party of several group. What I learned was, we can not reach the opportunity area by just asking, “ how do you think insurance can protect your intangible possessions?” We need to dig into why they treasure and how they treasure their possession. It’s always a process, from the expectation to loss. It’s always a system, intangibles are always build around tangibles.
New Generation Insurance Product
Copyright @ Nanqian Xu, 2009
Nanqian Xu | Design Research
Design Principles + Concepts
Those key insights from our research really brought us to a nice stage of principles. It is more like a journey that insurance company should travel along with their customers, rather then pay them back when they suffer a loss. We divided our outcome into individual focus and group focus. What amazed us was there are a lot of commonality between these two focuses.
New Generation Insurance Product
Nanqian Xu | Design Research
Scenarios + Stories
Part of my responsibility was to build the stories with different personas. I also included agents in the concept story, which reached our goal to redefine the agents role in the future.
New Generation Insurance Product
Nanqian Xu | Design Research
When we deliver the final proposal... As in the picture, we set up a museum of “ Intangible Values� with our personal small treasures, like a plant from Mom, engagement ring, photos, gift card etc... This was for showing our clients the categories of intangible value and possession, also bringing their own memories about their intangible value.
New Generation Insurance Product
Copyright @ Nanqian Xu, 2009
Nanqian Xu | Design Research
What I learned... I love and hate this project because the scope is just huge. This project shows me there are different stage of research, and this one is more like phase 0. Also we should not be restricted by the tools or just research itself. Research is for inspiring or revealing the next hit.
New Generation Insurance Product
Copyright @ Nanqian Xu, 2009
Nanqian Xu | Design Research
Design Management Institute Long Term Strategy Planning Design Management Institute (DMI) is a non-profit organization aiming for bringing design and business together. With a long history which was started in 1975, DMI has become a center of forward thinking about innovation. Facing the challenge of other competitive organizations like IDSA, AIGA, TED etc., DMI wants find out what will be the long term vision in next 10 years. After analyzing existing opportunity area and DMI’s strength, we conducted 16 stakeholder in-depth interviews and also a concept generation workshop with clients. We realized DMI needs to reposition itself as a platform for knowledge sharing and network building. In this way, the organization can keep up-to-date and build on its membership. The project was so successful that DMI invited our 3 people team to report to their executive team and council members in Boston, their headquarter. After the presentation, we write out the 3 year short plan also a execution time-line for their 2008 anniversary conference, ReMix. Skills: Contextual Research: Opportunity Map | Competitive Analysis | Core Competencies | Value Web | Trend Analysis Primary Research: Telephone Interview | Collaborative Workshop | Insight Matrix Concept Building: Concept Evaluation | Scenario Planning | Concept Changed Landscape | Road Map
Design Management Institute Long Term Planning
Nanqian Xu | Design Research
General Process
Understand Business 10 Types of Innovation Trend Analysis Competitive Analysis Value Web
Identify Stakeholder Direct Interview Secondary Study Telephone Interview
Define Design Principle
Create Long-term Vision
User Insight Tool Insight Matrix Value Web Analysis Fish Bone Analysis
Concept Evaluation Senario Planning Road Map
• Frame problem based on
• Building concept based on
Outcome: • Know the core competence and issues within the organization • Know competitive landscape in the industry • Know driven trends which relate to the industry
• Overview of different
perspective from stakeholder • Frame research process and protocol • Conduct user research
user and industry knowledge • Structured analysis of problem • Define principle targeting to problem
company’s strength and user benifits • Planning ahead for long term vision combining with trends and industry analysis
Design Management Institute Long Term Planning
Nanqian Xu | Design Research
Know The Business
Finance Business Model
International non-profit organization Conference Seminar Publication
Network
Sponsors Partner HBR
Processes Enabling Processes
Members, Board of directors, Advisory council Partners
Core Processes
Offerings Product Performance
Speakers Small-scale at conferences conference and seminars Academic publication Article contributors for publications
Product System
Conference video online
Delivery Service
Knowledge International connection Cross-displinary networking
Channel
Brand
Conference Seminar Web site Mailing
User Experience
Academic senior level Good reputation
• Ten Types of Innovation provides a platform for organization to think about their core competencies. It can also be used as an analysis tool to bring insight on industry level. Further more, Ten Types of Innovation is an overview planning tool in entrepreneurship.
DMI TED AIGA Businessweek
Personal contact One way communication Club like
TED created a global community around website with live streaming videos from presentation and archive of videos.
The TED conference covers broad set of innovative and forward thinking topics.
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0
Through our research, we find the problems are:
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• • • •
Ineffective internal operations Inability of reaction to change One fits all approach of knowledge delivery Limited networking opportunities
AIGA builds on activism of local chapters.
AIGA structures volunteer process which involves entry level designers and students.
Business Model
Network
Finance
Enabling Processes
Core Processes
Processes
Product Performance
Product System
Offerings
Businessweek created system that branches offline, online, video and audio.
Service
Channel
Brand
User Experience
Delivery
Design Management Institute Long Term Planning
Nanqian Xu | Design Research
Know The Business
Design professionals
Other fields of innovation
DMI
Opportunity gap
Red Dot
Thought leaders / Content providers
Design community
British Design Counsel UPA ACM
Academic
barcamp
IxDA
Board
IA Institute
Institute of Design
Fun
DMI
Members
AIGA IDSA Local cocktail hours/meetups
Opportunity Opportunity gapgap TED
Sponsors
Partners
Design entry level
• Opportunity Map shows an overview of the industry
and brand position. More perspectives viewing the industry and evaluating can be leveraged by using different axis. Using meaningful axis can help to define gap area through existing competitors.
• Value Web shows the stakeholders and their rela-
tionship. Value flow between them are showed as “Money”, “Information”, “Power” and etc.. Showing the relations can bring insightful understanding of existing system
Design Management Institute Long Term Planning
Nanqian Xu | Design Research
Identify Stakeholder Insights • • • • • • • • •
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We talked with 16 stakeholders including the president, staff, sponsors, members, designers, business manager, and design students. We covered all the parts of stakeholder, we also included future designers and strategic planners.
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The irelevance to practioners in design industry makes DMI offering acedemic heavy. Communication channels with stakeholders are not effective and outdated DMI’s processes are not effective DMI doesn’t evaluate and implement new concepts & ideas Networking leads to business deals DMI members look for networking and personal relationship DMI doesn’t support networking outside of conferences The offering is not delivered effectively to members The more involved the member is within DMI, the more networking opportunities they have other organizations move into design business market DMIattracts attracts senior professionals across disciplinary anfield of design DMI senior professionals across disciplinary is advantage inisthe organizations advantage in the field of design organizations DMI doesn’t have processes in place that make it easy for people to contribute It’s easier to build network when members information is accessible Content of the conference should be available in a form that members can access later DMI’s events are not locally available to members in smaller cities DMI’s staff are not motivated to make changes and try out new ideas. To connect with members DMI needs to evolve at the same rate the world evolves. DMI has a very professional and influential membership. The more decision makers are involved the harder it is to make a decision . DMI doesn’t react today’s changing marketplace which is moving towards a strategic contribution of design
Design Management Institute Long Term Planning
Nanqian Xu | Design Research
Define Design Principle Vision based on DMI’s advantage and user needs:
Involve and leverage highly skilled members to build a community of practice
DMI
DMI
DMI
DMI
Design Management Institute Long Term Planning
Nanqian Xu | Design Research
Define Design Principle
INVOLVE
CONNECT
EXPAND
• Establish a network • Motivate participation • Organizational transparency
• Build a community • Collaborate to learn from each other • Customize services
• Bring design to other fields • Institute the value design
Involving and leveraging members
Connecting members
Expanding the influence of design
Design Management Institute Long Term Planning
Nanqian Xu | Design Research
Create Long Term Vision Concept Evaluation
Concept Generation Workshop DMI
Concept Generation Workshop DMI
March, 2008
March, 2008
Advisor
diff channel
Board
Staff
DMI for you.
Member
Design Management Institute Long Term Planning
Nanqian Xu | Design Research
Create Long Term Vision Road Map near term
medium term
Special interest group
Cultural mentor
Support network before & after conference
Member profile & search
Community beyond DMI DMI senior/DMI junior
Assigned contact person Mentoring
Network
Publish annual report
Active sub groups
DMI ambassador
Credit for content
long term
Categories for road map planning: • Time Near Term-Mid Term-Long term • Structure Organization-Technology-Offering • Trend Network-Strategy-Content-Experience
Competition/award Referrals and invitation only
Include artistic side
Different tiers of membership
Partner with design schools & students
B-schools courses
Strategy Content Experience
On demand content
Copyright of content Conference of conferences
Education for children Volunteering
Advertising
Vote for theme & rate content
Member of the week
Organization
Local chapters
Solve design challenge together
Design tourism / study abroad
Technology Offerings
Design Management Institute Long Term Planning
product design portfolio nanqian xu product design | user research Feb , 2009
nanqian xu | product design
Ventilator Improvement Design (Summer, 2007) ShuaiKang Group Co ., Ltd , China
ventilation improvement design
nanqian xu | product design
Existing Models in the Market Market Analysis Existing product portfolio shows problems and also opportunities in these area: 1 . A matured market with competition based on price and adding functions. 2 . Product form has the same style with little change in detail.
Consumer Needs Found through Research 1. Ergonomic test shows people are knocking their head when using the ventilators. 2 . Existing large volume product can not fit into modern kitchen decoration style . Market Performance
Time
ventilation improvement design
nanqian xu | product design
Concept Brainstorming
Design Principles In order to attract Y-Generation, and also considering the ergonomics factors, the design principle of this project is: ? clean feeling in material and color ? simple shape to fit into modernized kitchen ? curved surface providing easy cleaning process ? less distance from cook top to the cover
ventilation improvement design
nanqian xu | product design
ventilation improvement design
nanqian xu | product design
?Usability Test
?In kitchen pictures
ventilation improvement design
nanqian xu | product design
Gift for Elders, 2006 Intel Innovation Competition
Concept 1. A pill box with daily reminder, songs are different according to days in a week. 2. A pair of lighting up slippers. When people wear it, it will light up and help people especially at night. 3. A walking stick with speaker. Elders can enjoy the music or broadcast knowing the outside sound.
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Inter Innovation Competition
nanqian xu | product design
Gift for Elders, 2006 Intel Innovation Competition
Final Concept A pills box with function to remind and report body performance. Also connect to hospital, cell phone, and personal laptop.
Inter Innovation Competition
nanqian xu | product design
Printing Machine Improvement, 2006 Shanghai Electronic Group Co., LTD
Major Focus Detailed design for product form and color arrangement. Aligned the product color tone with the brand color settings. Added curved form for softness feeling. Training in building 3D models in Solid Works and rendering in 3D max.
Shanghai Electronic Group Co. LTD
nanqian xu | product design
What would you do with
Concept that can not be sketched? like a 60 feet long bus?
nanqian xu | product design
Bus Rapid Transportation , 2008 Chicago Transportation Association Spirit Learning by building . Prototype can be used as a concept generation and communication channel rather than just to test ideas.
Project Introduction Bus Rapid Transportation (BRT) is a new kind of bus that will be launched by Chicago Transportation Association (CTA) in 2009. It will be a 60 foot articulated bus with 3 doors for entry and exit.
Project Scope Design the bus interior, shelter, and new information communication to provide a better riding experience for customer.
Needs Faster commute within the bus Help people to keep stable in the bus
bus rapid transportation Chicago Transportation Association
nanqian xu | product design
A PROBLEM! We found it’s hard to get the feeling through just sketching, playing with floor plan. Then, we just built a 60 feet long model, to see it, to feel it. We even add the bus sound of the whole thing!
bus rapid transportation Chicago Transportation Association
nanqian xu | product design
The full scale model helps us in ?
?
Communication with clients We made several design plans with CTA AD people when we walked through the model . User Testing We ran 2 user testings with students in Institute of Design and also daily passengers .
Insights ? ?
Create information both in front and back of the bus Create opening space feeling between front door and back door, reduce the obstacle.
bus rapid transportation Chicago Transportation Association
nanqian xu | product design
Final Proposal Showing by User Journey The whole journey starts from people getting information from shelter, till people get off the bus. We made big changes in the whole layout to help people moving fast and keeping stable in the bus. We also considered people with kid, visitors who is first time to Chicago, daily commuters and people with disabilities.
bus rapid transportation Chicago Transportation Association
nanqian xu | product design
Sketches and 2D Renderings
nanqian xu | product design
Sketches and 2D Renderings
Thank you.