Professional Work Portfolio 2012-2015

INSIGHTS

USER CENTERED DESIGN

INNOVATION

VALUE CREATION

IMPACT

TRANSFORMATION

PEOPLE

CURIOSITY TO UNDERSTAND

PASSION

CREATE MEANINGFUL EXPERIENCES

PURPOSE BE A DIFFERENCE

VICTORIA KOO DESIGNING

S E RV I C E Project Portfolio

S T R AT E G I E S

KEY PROJECTS

1. Retail experience design Department store

2. Brand strategy & service design Retail Aromatherapy

3. In-store experience & customer engagement Furniture design and retail store

4. Business proposition & Brand experience design Fashion lifestyle-F&B Start Up

5. Client engagement re-design SAP Business Technology solutions

6. Experience Centre Concept design DIY Home improvement retailer

7. Product – Social design 3 selected projects

3 4

5 6 7

8 9

8. Summary 4 Key Areas

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1. Retail experience design

Company

OG Department Store

Challenge OG sits at the highly competitive shopping belt in orchard road Singapore, amongst bigger, better departmental stores. It wants to continuously grow and remain relevant with today’s customers, by redefining its instore experience.

Value Rejuvenate the design of the retail experience in the store to increase footfall.

Defined experience zones and new features that resonates with customers, Results More tailored made services that reinforced the brand at each touch point.

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2. Brand strategy & service design

Company

MOUNT SAPOLA Retail aromatherapy

Challenge Limited product range and suitability of franchise Thai brand to meet demand in Singapore, triggered business owner to explore options of creating own brand and product lines.

Value Delivered clear brand strategy & direction of growth through customer feedback and testing.

Improved current service experiences to transit customers to the new brand.

Results Clarity and confidence to take growth to the next stage; creating an entirely new, Singapore-grown brand.

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3. In-store experience & customer engagement Company

COMMUNE Furniture design & retail store Challenge Commune wants to increase footfall and average spending per customer. It wants to differentiate from others by positioning itself as a lifestyle centre, its service and in store experience.

Value Uncovered customer insights through deep ethnographic study, transforming the whole customer experience through service.

Results Communicated the brand’s philosophy via story telling elements, genuine service experience, establishing deeper connections with customers

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4. Business proposition & Brand experience design Company

a.e.i.o.u Fashion lifestyleF&B Start Up

Challenge Fashion retailer under the brand name ‘Individual Expression’ wants to change the way it sells fashion and lifestyle products to its customers because of changes in customers’ shopping behaviour, spikes in mall rents and tougher competition. a.e.i.o.u is a lifestyle café created give customers 360 degree experience Value Defined Brand DNA and designed brand touch points from the tagline to the name of dishes, as well as its sharp pricing.

Results Launch a highly successful integrated one-stop, food, fashion and lifestyle cafe,

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5. Client

engagement redesign Company

BLUE OCEANS SYSTEM SAP Business Technology solutions

Challenge SAP is an IT solution that helps businesses manage their data. However, selling it is difficult as only few can grasp. Getting past the gate keepers and getting to key decision makers is crucial to get the job.

Value Designed a new process of engagement around the needs of potential business clients.

Results Increased conversion rates within the first 2 months

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6. Experience Centre Concept design Company

XPC by HOME FIX DIY Home improvement

Challenge Home Fix is innovating its business model by providing a one stop home solutions platform, XPC Experience Center, where customers can source, customize and even create bespoke products.

Value Defined a user-centred approach to design the space, through the creation of meaningful interactivity between customers and solution components.

Results Concepts incorporated fun and the spirit of DIY, encouraging customers to co-create their desired solutions.

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PRODUCT DESIGN

1.

Project 1: Design for education sustainability

10

2.

Project 2: Social design + Technology

14

3.

Project 3: Design in crisis conditions

18

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Product design PROJECT 1 2011

Title: M obile school Genre: Education sustainability - NTU ADM Final Year project Abstract: The Mobile school is a system that brings the school to children in developing countries. This project hopes to provide children living in remote or far-flung places, easier access to education and an opportunity to learn.

Challenge: Education remains inaccessible to many children in the third world because of poverty, geographical distances, and inadequate infrastructure.

Solution: The mobile school, in the form of a bus, is fitted with child-friendly interior and travels to various villages/ slums to conduct classes within the environment. Designed for convenient set up; it comes with compact collapsible furniture that enables quick and easy assembly and dismantling of class, in and outside the bus. This concept creates a dimension of flexibility to the context of school because it allows for permutations that can be modified to the relevance of various places.

Medium: 3D Modelling and rendering. Prototype in plywood, metal and 3D printed joints

10

Product design PROJECT 1 2011

11

Product design

Storage, cabinets and whiteboard for classroom needs

PROJECT 1 2011

More window openings allowing natural light in, as well as overhead air vent to keep air circulation.

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Product design PROJECT 1 2011 Design in context

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Product design PROJECT 2 2010

Title: Tangible comfort; Clement warmth Genre: Design in ‘Crisis’ conditions Abstract: A product development exercise exploring how to provide heat insulation that does not compromise the sense of touch and dexterity, using natural energy. For example, the ability to use cellphones and feel small buttons without the need to remove gloves in the cold.

Challenge: electricity is not always at hand and batteries can only last so long. What does one do when the power runs out?

Solution: The device integrate materials and multifarious fabrics with existing technologies that can convert wasted energy, e.g. friction/ velocity/ speed, into the desired output; heat, to provide warmth for the hands/ body parts, but does not hinder the sense of touch.

Medium: Prototype in foam and acrylic

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Product design PROJECT 2 2010

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Product design PROJECT 2 2010

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Product design PROJECT 2 2010

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Product design PROJECT 3 2009

Title: Palma Genre: Social Design + Technology Abstract: A product that helps alleviate anxiety between employer and domestic helper caused by poor communication and unmet expectations.

Challenge: Having a domestic helper in the house can be both a convenience and hindrance.

Solution: Leveraging technology, the interface uses simple pictorial icons accompanied by simple words in a “To-do list� manner, displayed on a OLED see through glass screen. Integrated with record presets, it enables employers to monitor performance too. This helps ease language barriers so the domestic helper is better able to understand instructions in the simplest way.

Medium: 3D printed prototype and acrylic

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Product design PROJECT 3 2009

19

Product design PROJECT 3 2009

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In Summary 4 KEY AREAS

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CONTACT

VICTORIA KOO Service design consulting| Innovation process facilitation M (London) : + 44 754 861 0 280 M (Singapore) : +65 9899 9138 E: Victoria.vic.koo@gmail.com LinkedIn : https://www.linkedin.com/in/victoria-koo-98708817

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