WILLA ZHANG
Professional service designer with hybrid media production skills willazyw@gmail.com Selected Portfolio 2018
Hello
Thanks for showing your interest on my portfolio. These selected works have emerged from my strong passion in human-centred design and my deep belief of reframing complex problems through empathy. Thanks to my MA design training at Royal College of Art and my undergraduate in the best communication university in China, I am very lucky to work with lots of great minds and skilful individuals to build understanding, create engagement, and improve lives through better-designed experiences and services. I hope we may share the passion, the skills and the opportunities too. If you have any questions or anything I can help with, please feel free to contact me! Love to hear from you soon! Thank you. With best wishes Willa willazyw@gmail.com
Recognition on my works
"I really appreciated that you could provide a framework of developing a purpose driven and achieving team in our environment! " Alex Ho, Head of Learning & development, Hotel ICON
In Design Council we have been working on improving health for elderly, one thing that is very important is to find the purpose of their life in order to continue living. I can imagine this project to not only apply on the young people, but also for the elder communities! Ellie Runcie, Director, UK Design Council
"This workshop provides me a nice time and space to rethink what I am doing, where I am heading, and what I really want to do." Qian Huang, user-participant of Dream Factory
Videos
How might we support street champions to empower their communities and increase their impact?
Research
Through our ethnographic field research
VIDEO DEMO
and on-site community events, we identified 4 key insights around the current community service: 1. The lack of clarity in the aware stage. 2. The risk of leading in initiating activities. 3. The feeling of isolation in leadership. 4. The over-loaded responsibilites in one role. Solution
As a response to better support Street Champions, we proposed a variety of tools that will help street champions to feel represented, understand the potential of their role, share their experience, and learn from each other and the Council. The tools support street champions to work more effectively with their residents to improve their communities. Client: Lambeth Council, London
Time: October 2015 - January 2016
TeamďźšElla, Estefania, Kyung Dae, me
SERVICE SAFARI Observing street champion activities INTERVIEWS 3 Council members 1 Councillor 6 Residents 6 Street champions WORKSHOPS Validating ideas Getting feedback 16 Street champions
Deliveries Key insights & solutions
Deliveries Tools & Website
How can we re-imagine the food-to-go experience in Sainsbury's?
Research
As a response to Sainsbury's brief to reimagine its food-to-go experience, we approached this project through a set of design research methods, including field observation, interviews, competitors analysis and user co-creation workshops. We identified three main insights that drives the perception of low quality offering. 1. The poor physical food display and atmosphere. 2. The lack of wellbeing communication. 3. Congested traffic during prime time. Solution
From those insights, we tested and proposed an integrated omni-channel solution to improve physical display, include comprehensive wellbeing information and reduce queuing time. This solution includes new displays, express digital check-out and mobile kitchens. Client: Sainsbury's, UK
Time: October 2015 - January 2016
TeamďźšElla, Estefania, Kyung Dae, me
VIDEO DEMO
Deliveries Storyboard
How can we enhance the authenticity in the hospitality experience in Hotel Icon?
Research
Research
research started from desk and field
33
As a response to Hotel Icon's brief, our research on perception of authenticity and
Interviews
10
Hotel Observation
8
Competitor analysis
7
8
Shadowing staff
Co-creation workshop
Trend analysis
Industry case studies
its behaviourial trends. We also focused on how services are delivered in the client's site, shadowing, interviewing and co-creating with staffs and managers in the hotel. The employee engagement becomed a desirable opportunity area to improve the authenticity experience in the service delivery. Solution
Obervations
To address this opporunty, we proposed 6 concepts of re-design staff training programmes, their work process and workspace to enhance staff care, improve workflow and create better organisational culture. This approach integrates internal culture and external brand experience to address the authenticity issue in hospitality services. Client: Hotel Icon, Hong Kong
Time: October 2016 - January 2017
TeamďźšVictoria, Hsiao, Wei-Teng, me
VIDEO DEMO
Interviews with guest
Interviews with staff
Deliveries Holistic chanllenge model
SERVICE DESIGN, ROYAL COLLEGE OF ART
HOLISTIC CHANGE MODEL: 6 KEY AREAS
01 AURA
Deliveries Exhibition & Installation
How can we help young domestic migrants to better handle their stress and self-development in metropolitan cities? Research
In China, more and more people move to big cities in their 20s for better career and life opportunities. However, a sense of being stuck and lost is often accumulated in their busy routined jobs and commutes. From our field research and interviews, we identified three main 'pain-points' to be addressed: 1. The over-clusted and unclear thoughts 2. The limitation in everyday routines 3. The emotional barriers for selfdevelopment Solution
We designed a new platform for their urban dreams, called 'Urban Dream Factory'. This platform enables young migrants to collect, reflect and structure their ideas digitally and make achievable daily plans. It also encourages individuals to connect with other people to share their skills and motivation via 'Dream' workshops and meet-ups through the platform. Time: January 2017 - July 2017 Location: Shanghai/London TeamďźšHsiao, me
Deliveries Prototype testing
VIDEO DEMO
公共空间
机构
大自然
Public space
Institution
Natural environment
私人空间
放松空间
娱乐空间
Private space
Relaxing space
Entertainment
当地社区
公共交通
娱乐・健身房
local community
public transportation
Leisure / Gym
Connecting cyclists with best-rated bike shops
Designing a digital solution to help cyclists matching suitable local bike shops
UI & UX Development
I led the UI and UX development for the digital experience. Based on the initial field interviews and observation, the digital concept drawing and the logic structure were developped and tested with target user groups. A number of iteration has been developed and delivered to the start-up as a result.
VIDEO DEMO
Time: April 2016 - June 2016 Location: London
TeamďźšMartin, Alex, Ben ,Lulia, James, me Collaboration: Imperial College Bussiness School
Contact me
willazyw@gmail.com Professional service designer with hybrid media production skills
Selected Portfolio 2018