service design & product strategy

WHERE TO GO? Strategy & Design for OEM company’s survival

Name:JiaLe Glass Ltd. Location: Dongguan Scale: 600 employees Main products: Glass furnitures, glass sanitaryware Market: Germany,Australia,mainly in China

Company profile

This company is in

TROUBLE

困

Problem: furnitures bad sale

WHY Market: most people buys traditional wooden furnitures, glass ones don’t match that style

Market: people don’t trust glass furnitures

Copy, they think branding=TV ads

No price advantage: only product the glass part, other components need to be bought

Old style design: table=one piece of glass+4 metal legs

WHO buys furnitures?

Target groups research on

WHO buys new house/apt People who buys new house/apt

New marriage couple

WHO is in charge of choose furnitures?

Competitors see through

Product potential Market

GLASS WHO

non brand ones

price competition

branded ones (growing rapidly)

focus on form redesign traditional ones(very popular) conservative designing furnitures, but not lifestyle

reflection typical Chinese way: use a piece of glass to press the family photos on the tea table - 1. use it as a photo frame. 2. protect the wood table surface younger generation will be willing to pay more on designed furnitures? educated steady income NEEDS: expression, would they do that? collection, personal attached, ... ...

WHY

Woman

structure a good match function Target

to the leather sofa and crystal lamps.

the surface below the glass, could be used for displaying photos,jewerries, candies,etc. the table becomes a personal exhibition.

on modern young women, who are well educated, have a decent job.

easy structure and low cost.

This project is awarded “Innovation Award for user-centered design of digital solutions” of AHO Works Award.

Service design project for Telenor MY FAMILY WEEKS EVENTS TODAYS EVENT

Connecting you and your family to each other, to your area and to the events in this area

Project task: Customer loyalty Target group: family users Our goal: being easy, helpful in people’s daily life. That is how to keep customers stay with you.

Strategy 1/2

In order to offer events news and family discounts to Telenor users. Telenor can have different partnership companies in different cities, to build up a stronge network.

Movie Monday TRANSFORMERS 3 Kongsberg Kino 15.05 19:00

Telenor has reserved 100 tickets for the premier!

BOOK YOURS

NOW!!

Simon: Invite

You: Geir:

Book

You: Details

Simple application steps: 1. Telenor website, “My family events” 2. “partnership” 3. Form filling

Partnership

telenor 1/2

Movie Monday TRANSFORMERS 3 Kongsberg Kino 15.05 19:00

Telenor has reserved 100 tickets for the premier!

BOOK YOURS

NOW!!

Simon: Invite

You: Geir:

Book

You: Details

telenor

Partnership Partnership Application Company title * : Industry * : Website : Location (multi) * : Description :

Phone * : Email * :

HOW

Open the “partnership” application form on Telenor website, so different companies can apply for it. Telenor decides which ones fit their brand strategy, and contact them. (this method has been used in China Mobile, successfully)

Submit

Email of Event news from Telenor. Application information renewed daily.

So the mom chooses a movie to invite the family.

Family members receive the invitation, and answer it.

The replies are sent back to mom, so she can start booking tickets. Using phone bill instead of credic card, and getting e-tckets on phone.

More about this project: Video: http://www.youtube.com/watch?v=jccIOAWnPNU Research & innovation process: http://issuu.com/peipeifeng/docs/telenor-myfamilyevents

s i h T is

Service Design Project for Deichmanske Library

This is

Fixing the existing ser vice problem ?

Creating a brand new ser vice concept ?

This is

Fixing the existing service problem ?

SERVICE JOURNEY DEICHMANSKE

CONFUSED

A

SEARCH FOR LIBRARY

ENTER SITE 2

SEARCH FOR BOOK 3

FINDING ADDRESS 4

LOCATING LIBRARY 5

ENTERING BUILDING 6

ENTERING LIBRARY 7

FINDING DEPARTMENT 8

LOCATE BOOK 1 9

LOCATE BOOK 2 10

id is

CONTENT

DEICHMANSKE

1

Wh at c lie n t s s a

EXCITED

FRUSTRATED

ACTIVITIES

Creating a brand new service concept ?

11

ASK FOR HELP

VISITING SERIOTEKET 12

BORROWING BOOK 13

Serieteket is the only comic library in Nor way.

We want it to be well known and used by more young adults.

RETURNING BOOK 14

EMOTIONS

Biggest problem: locate a book reason 1

the shelves

Personas

(interviewing young adults)

Frequent library user reason 2

Big comic fan

unclear signage

How do you choose comic to read?

Potential user

Hm... my friends’ recommandations, we like to talk about what comics we have read ... and we also borrow comics from each other.

This is

Front

This

Stands out, Categorising

is

DISNEY

Back

This is

HUMOR

Glue area

This Horror

is Comment area

Name & Date

210mm

co-operating with Fretex (second-handed furniture redesign company), creating a unique environment.

Comic Illustration

To be glued to next one

As simple as a bookmark!

A bookmark that allow people to comment, and leave a trial in the library.

Glue it here

Glue it here

Glue it here of Serieteket Infomations

58mm 1/5 of A4

Color catagorising bookshelves (easy to find books)

This

Scenarios

is

Don a l duck , m y favo ri te !

Let me try!

Once upon a time ...

Wow!!

I win!!! !!

Two week later ...

Let me get a bookmark for it!

One day,

So the bookmarks are printed to be used.

Another day...

Day after day, month after month...

What’s this?

I wish it could be found again!

Donald duck is always great!! ?? ... What is this?

The end..

More information about this project: Research & innovation process: http://issuu.com/peipeifeng/docs/deichmanske video: http://vimeo.com/24914654

Focus area Product design User research Marketing Westen culture vs Eastern culture in design Advanced product design Interaction design Service design

Design exeprience Donlim Household Appliances Ltd. (3rd biggest OEM company in China)

1. Vehicle design 2. Alarm lamp for deaf people 3. Dishware for Buddism shrines 4. Electronic accordion 5. Teapot (western culture inspired) 6. Teapot (eastern culture inpired)

Childhood obesity problem 7. Children rocking chair 8. Shopping bag 9. Exercise vehicle 10. interactive toy (children lonely problem) 11. interactive games 12. Technisk Museum interaction project 13. Deichmanske library service design 14. Telenor service design

Jiale Glass Ltd. (middle-scaled OEM) THUN (Bolzano, Italy)

15. Glass furniture company strategic design 16. Produce development - natural jewerry 17. Bionic study