2015
Hi Hsin Ting Yu Born in Taiwan, Taipei Always enthusiastic in design areas Inspired by Tim Brown’ Design Thinking and decided to pursue MA degree in Design Strategy and innovation in Brunel.
Education Brunel University, London MA Design Strategy and Innovation Ming Chuan University, Taiwan BA Commerical Design
Experience Lucky Star Card and Gift Oct. 2013- May.2014 Part-time Graphic Designer HIC Dseign, Taiwan Feb.2013- Sep. 2013 Creative visual Designer NOIR Design, Taiwan. July.2012- Dec. 2013 Graphic Design Assistant
CONTENT
Strategy Visual Merchaindising P.42
Branding P.36
Package Design P.31
Innovation Culture P.5
Product Design P.28
Concept Development P.10
Board Game Design P.25
Design Future P.14
Rebranding P.18
Brand Strategy P.21
Design
Strategy
" Design thinking is inherently a prototyping process. Once you spot a promising idea, you build it, in a sense, we build to think" - Tim Brown
INNOVATION NNOVATIO CULTURE -Innovation culture for Social Enterprises-
How to nurture innovation culture in small-sized social enterprises in order to improve sustainability? "A framework for small-sized social enterprises to improve the employees engagement and nuture innovation culture"
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Every social enterprises have their unique personality, story and culture. The culture of making social impact is their uniqueness compared with traditional companies. However, under the challenges that SEs face with cost and time-cost, for example, the key factors affect the culture to be creative and innovative could be seen on the framework. People are the key to deliver the messages, as well as the crucial part to create culture(way we do things around here), about how to do, what to do, why to do, and when do . For instance, Leadership, Team, Individuals, Activities and Environment. This framework would assist SEs to understand the relationship in the cycle of nurturing innovation culture. Each element is close and influence with each other, the explanation is as follows;
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"The stronger the culture, the less corporate process a company needs. When the culture is strong, you can trust everyone to do the right thing. People can be independent and autonomous. They can be entrepreneurial"-Brian Chesky Leadership Passion Deliver and communicate with your team Storytelling is not just for customers, but for your company and team. It might hard to deliver the same enthusiasm and the passion to some employees as the different roles in firms. Remember the majority of your team members have the same strong compassion as every members want to make the social impact in order to help societies or communities, this could be the strength of your company as a social enterprise compared with other traditional firms. Flat and flexible structure is the advantage for companies to build up innovation culture for small companies, however; be aware and clear of the beneficiaries for your every decision and the purpose as the cost concern. Although cost and time-cost are the restriction of SEs, it might be useful to provide creative activities to build up the relationships in companies or support their creativity as the long-term growth of a company. This would be part of the factors that influence a innovative environment.
Teams Process Every project is to solve a real issue in communities or societies, it would be important for teams to be aware which stage they are at, in order to progress their projects. Problem solving is similar as design thinking process, for example; inspiration, ideation and implementation. It might be helpful to create ideas as many as possible with your teams and encourage them to take some experiments. The ideas from every member are important, some might not suitable for the current project, in other words; those creative ideas are part of the property of teams and companies, also it might be useful for future projects.
Communication Be positive and talk openly with your members, it sounds easy, however; the creative thinking process goes differently in every persons mind. Thus, it is even more important to encourage each other with your team, interaction and conversation could be the key for any innovation.
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Individuals Individuals are the most important part of company’ cycle in social enterprises or either traditional companies. Individuals affect teams, projects; ultimately the environment, the brand, culture that you live in. Things that you could try to think You might have the strong compassion and the passion for your work, because you have made the decision to work for social enterprises. No matter what role you are in the company, believe that your work will make impact on everyone, your colleagues inside the company, the target group that your company aim to help with. •Your ideas is important, even bad ideas •Do not be stuck with yourself, talk to people •Every member helping each other, open-minded approach is necessary •Interaction is important to build up the relationship with people, sometimes the big ideas and innovation would happen during this process. •Share your thoughts even if they are not related to your work, it might certainly build up security and trust with your company.
Activities It might be the challenge for SEs to provide creative activities under the cost concern. However, for the long-term sustainability for small-size social enterprises, creativity is important to lead your company to be alive and reactive in a dynamic environment. Some practices could be considered as follow: Open-minded
Take your teams out
Being open would encourage interaction and conversation with teams and individuals.
Consider having some small journeys with your team as you never know when the great ideas will come out.
Workshop, brainstorm
Prize competition
Workshops might be helpful to process some experiment projects, the practice of brainstorming would generate ideas for your company to create your own ideas database.
A prize competition does not mean money, but a recognition of the award in companies or teams. Employees might be empowered by the reward from their distribution.
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Environment Environment is important for every companies, however, it is a wide word that include the factors of the people, practices, culture and the overall atmosphere and climate in a company. Every people and the activities could be counted into the elements of a company’ environment. Sense of emotion factors
The work environment is one of the keys to being motivatived and creative for employees. Every member are living in the company (live in the brand) most of the day. It would be important to be aware of the five sense of emotion, namely; sight, smell, taste, sounds and touch. Ask your team members what they like and to build up a customized environment based on theses emotion factors—a playful environment— for your social enterprise.
A playful environment
The environment needs the certain trust from daily practices, day-to-day basis, activities, and communication. A safe environment is created by your people and practices etc., and this would allow your members feel unafraid to make mistakes, as people perceive trust and security. Most importantly, to understand the expectation of your members as they are the crucial key to deliver the brand promise whether inside or outside of companies.
(Research in Burnel University 2015)
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New Music Experience How to provide an immersive music experience with seamless sound.
Intuitive + Instant
Concept Development
Future City Experience To provide a new city experience and create the communities of travelers and natives. A hands-on multi-discipline experience across Design and Engineering. Devised by Ecole des Mines de Saint-Etienne, with Brunel University
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Immediate Control Instant access to enjoy music with the right mood
Problems Shorten intitial set-up time Remove bothersome cables/connections No need to worry about power management Get instant access to the track I want Find a track more quickly to suit my mood
Stop letting setup get in the way of your listening! Intuitive and Unique Interface • Multi-orientational spherical connected music system which streams your music instantly • Control it through a colour-based mood navigation touch interface or through voice control • System learns what tracks you want when you feel different ways
Voice Search Sometimes I know what music I want to listen to, but it takes ages to find it.
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Setting Volume with Voice/Gesture
Music/Mood Discovery
Instant Set-up
Sometimes I want to listen to music to lift or match my mood but I don’t, because it is such a hassle to get it set up, and I’m not sure what I want to listen to.
• Bluetooth USB key acquires networ k and streaming account information just once • Instant and easy integration with your existing audio equipment - wireless 3mm jack connects to AUX IN ports of existing amplifiers • Bluetooth key streams music to USB-equipped devices
No More Wires and Less Power Management • Multi-dock induction charging for anywhere in the house • Stream anywhere over integrated 4G • Sensor-driven ‘always on’ functionality with advanced power saving features
Roll or Shake to Shuffle The shuffle feature can be used for the ocassions when you are unsure of what you want to listen to, or you simply want to be surprised. Shake it or roll it and it will choose you a song or playlist to listen to.
Instant setup & playback. Intuitive music discovery. Stand alone and trully portable.
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TRIP CIRCLE Application x Device Build the communities of travelers and natives in order to create new experiences in cities
Why It is hard for tourists to get in-depth local information It is hard to have the interaction with the local people for tourists Offer the holistic experience for the travelers Brake the routine
Opportunities Growth of creative tourism, live like natives eg. Airbnb The increasing numbers of tourists from 2013 Engaging local populations in tourism development builds stronger and more resilient communities Rise of conspicuous leisure Tourism is a great social tool reducing inequalities and help our communities to progress Register account
Image setting
voice setting
Find Place
See who's here
Get a local, make friends, travel with natives
• Off line service • Connect with application • Hologram image • GPS • Personalization
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The senario of future self-diagnosis According to the current trend and the expert' opinions, to predict the impact and improvement in self-diagnosis.
Design Future
A day in the life of a family
Smart duvet track your sleep time all the heart rate and how many Oxgen you have
Smart teeth track your tooth condition
Smart pacifier check the baby's health condition, heart rate, temperature etc.
Smart diaper check and analyse baby's waste
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Smart kitchen track your family's health condition
Weareable tools a necklace that connect with your phone tells you how many calories you've eaten.
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Outside smart facilities checking body health condition(self-diagnosis)
Smart medicial service system The system connects with all self-diagnosis devices and directly offers the description while patients need the emergent medicine. The medicine collections become easier and faster.
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Branding Rebranding for Seriously Itilian New brand stratey for the Itilian company in London. Provide rebrand direction inculdue identity and other applcations.
The seriosuly itilian, London The comapny started in 2008 and works with the local farmers and extended into wide rages of farmers' markets throughout London.
Core value FRESH/ NATURAL/ HANDMADE/ LOCAL/ SEASONAL:
New strategy.......Trendy, Street, Artism, Itilian food Street art east london
Young casual
Street bright color ingreident bold healthy
Trendy
passoin homemade
Artisan Itilian Food
Craft handmade personal
confident Imperfaction
Logos- bases on three concepts - Patterns, Street, Simple
street art
The
SERIOUSLY ITILIAN Company
Ingreidents' patterns
simple 18
Other applications
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Brand Strategy
Research brand strategy The insights of brands, WHSmith, Paperchase, PYLONES by using the holistic experience framework
Holistic Experience According to Experiential Marketing (1999), it mentioned the framework Holistic Experience, which illustrates the five types of factors that influence customer experience. This framework could be useful for a majority of stores. In the cases for Papaerchase, WHSmith and PYLONES, the similarity they have is how to stimulate customer emotion from those multiple choices of colorful products. Thus, color might be the one of crucial channels for customer experience (Gobe, 2001). The five types of experience could help to position the brand performance clearly for these brands, and identify the perception of customers and the experience of the brands. In the framework of Holistic Experience, it provides a model for managing experience, and showing different types of experience; Sense, Feel, Think, Act and Relate, and it could certainly show the way how that brand presents each factor. More specifically, the brand could make their products more valuable by sense of experience, or identify what element could evoke or trigger customer’s emotion. Moreover, create cognitive thought for how audiences think about brands, such as a slogan for the brand. Other factors could illustrate what the experience that brand creates and effects or changes people’s lifestyle, even the relationship between brand and culture (Schmit, 1999). By following this framework, brands could gain complete insight by different types of experience, identity their existing experience and improve their weakness. Paperchase, an outstanding stylish stationery retailing in the U.K., with over 130 Paperchace stores and over 30 sites in Ireland, Netherlands, Denmark, France, Germany and the Middle East WHSmith, a historical retailer in the U.K., which mainly sell stationary, books and entertainment products. It has located over 1,300 stores include 725 travel outlets and 604 high street stores; moreover, 129 international units in Europe, the Middle East, Australia, South-East Asia and India PYLONES, a unique French brand, which sell the collection of poetic and colorful products made from rubber, such as office tools, accessorize and kid toys. They have already operated some stores in Europe, USA, Turkey, Asia, Australia and South Africa
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Recommendation This framework identifies how the brand shows the strength and the weakness in each category. It could be improved even though Paperchase shows excellent performance in most types of experience. More specifically, in the aspect of sense, feel and think, they could define a specialized Paperchase smell or for relaxing in stores, also it could encourage more sales (Gobe, 2001). Furthermore, create some activities for majority of customers, for example; workshops or competitions to improve existing advantages for better brand experience. Futhermore, they could use more media adverts to enhance their new collections or core value, and innovate customers to create more new ideas and enhancing their physical experience. These factors might increase their customer’s satisfaction, which are the crucial aspect in branding instead of partnership. If the brand could improve the overall of most four experiences, as well as act experience may increase positively. 22
" Design should never say ” Look at me ” It should always say “ Look at this “- David Craib
Design
Brand city with game
Board Game Design
To integrate culture and human interaction in order to create a new cultural experience. This project focuses on the night markets in Taiwan and translates into the world of games, such as board games. The products present the main three charactors of Taiwanese local features. Buy gifts To present one of the important Taiwanese cultural habits "One good turn deserves another". Let's go to the night markets Experience local night markets and hunt the most richest foods with your friends. Tea' riddle Listen to the riddle, learn the types of tea.
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Buy Gifts The board game involves the story of Taiwanese' famous cuisine and souvenirs. The game starts by traveling around Formosa with your friends and purchasing local Taiwanese souvenirs. The person who buys the most number of souvenirs with the least expenditure will win the game. What we aim to gain from this game? The priceless amount of joy shared during the game, such as, sharing their strategy of how they purchased those meaningful cultural gifts, heirloom or traditional cuisine.
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Let's go to the night markets Want to be the best glutton? But you need to enjoy the food with friends and using great strategy. Depending on your luck and understanding of Taiwan night markets cuisine, and you may become the top glutton/ winner of the game. The more night markets you visit and foods you collect, the more points you get.
Tea' riddles Listen to the riddles that the speaker descirbes, and solve the riddle of tea! Gain the types of teas from the cards.
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Le Corbusier flowrpot The concept of the flowerpot is to present the architecture style of Le Corbusier and the breakthorough of traditional perception in art and design.
Product Design
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Le Corbusier A pioneer in Architecture design and brings comprehensive influence in the architecture industry. He breakthrough tradition and endow people with a new lifestyle. Architecture design no longer just a decoration; he has brought the idea of designing into a new level with better convenience and higher standard of life. Main concepts 1. Coverage of architecture 3. Natural lighting
2. Breakthrough tradition 4. Functional
Concept The project extents the coverage idea of architecture on potted flowers. Potted flowers symbolizes the life of natural, whereas architecture symbolizes our lifestyle and the purpose of living. Although potted flowers could freely absorb the sunlight, it is unable to absorb natural soil nutrition and water. Therefore, potted flowers are dependent on us to provide them the resources, so that we give the new function with “self-sufficient�. Ulitimately, the flowerpot not only has the coverage of architecture but also living independently (capillarity). Plant wheat & rice – symbolized fertile land and the connection between people and natural environment. The meaning of wheat & rice reflects the importance of people to Le Corbusier. To solve the fatigue problem in the office by placing a multifunctional decorative flowerpot on your desk. It is not only relieves tension, but also serve as a USB port or a stationary holder.
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We used the postwar style of Le Corbusier as the main design; which transformed the fashionism concept to the most ordinary style. This model has fully presented the famous quotation of Le Corbusier "Being ordinar y could present the perfection of a design" and admire the simple geometry.
Material: solid wood, putty.
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TAIT Tait Marketing & Distribution Co., Ltd. New tea package development
Trademensous
Package Design
New Power bank and thermos package development
3M scotch
TAIT
Concept1 By using imitation leather as a substitution of bamboo material, it brings up a brand new image of a traditional tea tray. Also, the purpose of using acrylic material is to present the floating visual effect of the tea leaf in the cup.
Introduction of tea
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Concept2 Ceramic material was chosen as the outer design for the tea set. Additionally, the tinned container was designed as artificial blue and white porcelain with the printing of traditional "Guard Quadruple" that symbolized peace and prosperity. 4 pcak
Concept3 Yushan ink scrolls painting as a product concept, and presented in pairs. The tradition of exaggerated display of the visual in order to attract the consumer.
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Trademensous
Thermos
Eco-friendly design Tissue Box
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3M Scotch Product illustration
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Izakaya Japaness restaurant New brand of Start-up creative restaurant
Tea General Strar-up tea bradning
Branding
Izakaya Concept1
Presenting in Chinese calligraphy. To present solemn, calm and render the restaurant's motto "cuisine form heart".
Concept2
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Other applications
Menu design Concept1 The menu adopts the bamboo material design that is commonly used in Japan's tableware. In this case, instead of a traditional menu, it gives the costumers a more refreshing impression. Material: Bamboo
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Concept2 By using the restaurant's motto "Transform the reminiscence of his late father into the passion and determination of culinary" Adopting the cutting board material as the menu design, it expresses the importance of cutting board to every chef in the kitchen Material The cover : Board Page : imitation japanese paper
Concept3 Using by the distinguishing interior design as the extension of design. Material The cover : Board Page : imitation japanese paper
Prototype
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General' Tea Concept1
Use the brand name "General' Tea" . Inspired from the General Ling Chih Chao's poetry (enshrine the tea). Customization of tea as the concept. In past times, tea was important to used to make friends, remain dutiful to your parents, as a decorative piece symbolising ones wealth. Instroduction Using the concept of simplicity to present a new image of traditional tea. Placing the three basic tea's feature; the color, flavor, and taste in three simplicity formation to present the best cup of tea. Letting out the elegance aroma while tasting the cup of tea.
Concept2 The Logo of the tea cup needs to face the costumers when the tea is being served. The Logo was printed as General Zhao's handwriting, therefore strengthen the impression of the brand.
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Concept3 Tea Appreciation as concept. Tea is a contemplative good friend. It can bring us the sensation of calm and peace. As if it gives the people from any timeline a pair wings to finally get away from the sorrow and fatigue to a pleasant refreshing and awakening state. Instroduction Using the concept of simplicity to present a new image of traditional tea, and appreciate the tea. As the saying goes; The loneliness of the moonlight brings out another extraordinar y flavor and taste of the Taiwanese tea. The teapot was designed as two semicircles, that represents the appreciation of tea during the Sunrise and Sunset of the day. Furthermore, this unique word "Zhao" could be attractive to the costumers because it is very rarely seen and used in Asia.
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Vissual Merchandising Paperworld Hong Kong Gifts Premium Fair Hightland Park Whisky Live Rolls Royce new car presentation
Paperworld, Frankfurt
Hong Kong Gifts Premium Fair
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HighLand Park Whisky Live
Rolls Royce new car presentation
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Design
Strategy