POR T F O L I O
TSAI YU LUN 蔡
Ind ustr i al design
育
倫
設計是策略，在過程去除不好的，留下最好的 Remove the bad, leave the best.
5 Introduction 4 Introduction
6 Internship
18 Animal Farm
26 Oasis Kitchen
2
40 Bertz
52 Coplanting
64 Startup Program
72 Technique
80 Paper Works
3
YU-LUN TSAI 蔡 育 倫
Contact Tel: +886975793709 Mail: alan55628@gmail.com
4 | Introduction
Education 2020 - 2022 National Cheng Kung University M.S. in Industrial Design, Strategic Design Group
2015 - 2019 Chang Gung University B.Des. in Industrial Design
國立成功大學工業設計所策略設計組
長庚大學工業設計學系產品設計組
Skills 2D | Adobe Photoshop Adobe llustrator Autocad
3D | Rhinoceros Solidworks Creo Parametric Keyshot
Others | Arduino Marvel SPSS
Internship 2021 Pilotfish 荷商派立有限公司台灣分公司 Industrial Design Intern 2018 Qiao Design Studio 竅門設計事務所 Product Design Intern 2017-18 Huemon Co.,LTD 奇夢籽設計公司 Design & Administrative Assistant Intern
Experience 2021 TAICHI 2021 conference paper publication 2020 Move Out start-up programme/ CMO 2019 Young Pin Design Award Nomination “Oasis Kitchen” 2019 CGUID final presentation winner “Oasis Kitchen” 2019 Lexus Design Award Nomination “Bertz” 2018 CGUID final presentation winner “Bertz” 2017 Industrial Design Student Association/ Leader of Activities Section 2017 Kaohsiung & Pingtung Alumni Association/ Minister of Artistic Design
Language
Advantage
Chinese English
User needs understanding Business mindset Stability
Introduction
| 5
| Internship
Pilotfish Internship Period: 2021/7 - 2021/9 Job Title: Industrial Design Intern Main Activities: - User & market/ competitors research - Product concept development - Product prototyping & testing # Made and delivered 7 presentation in an English working environment. The content was recognized by the company and provided to clients as insights for product development
I mainly participated in four electronic & medical product projects from two brands at Pilotfish. As a team member, I was good at conducting product research by learning new information and knowledge fast, then gained unique insight from the data. During the internship, I successfully provided a user-centric and competitive design vision to clients and internal members. Besides, I provided problem-solving solutions with hand sketching and tested them with rapid prototyping as well. During the internship, I accumulated practical experience in a global company, such as conducting product research and development with a global vision.
8 | Internship
Internship
| 9
Qiao Design Studio Internship Period：2018/7 - 2018/8 Job Title：Product Design Intern At Qiao, I had opportunities to work on multiple practical projects as well as engaged in critical decisions with design team. During the internship, I went through from research, concept proposal, sketching, 3D modeling, prototyping & testing, to the final delivery. Besides, I put a lot of effort on Photoshop rendering skills practice to strengthen my presentation techniques. Here I learned the most was the significance of cooperation and attention to detail.
10 | Internship
E Lab shoes | 3D Modeling、Render
Internship
| 11
Tea Set Project
ClassicalXModern
The tea set is made of enamel. In order to seek a modern outline from a classical frame, we take the figure of the covered bowl in Eastern culture as styling inspiration. The golden color and decals for the main body show the extravagance of the tea set. Contribution: styling, 3D modeling & rendering, complete the proposal delivery in one week
12 | Internship
Internship
| 13
Mary Janes Project Targeting the Indonesian market, we investigate popular patterns, materials, and shoe styles there. Propose three materials for final delivery, including plaid (left one), leather (middle one), and peacock fabric. Further, we develop a feminine style model with ribbon. Contribution: concept development, styling, Photoshop rendering
14 | Internship
leather X elastic cord
fabric X ribbon
Internship
| 15
Huemon Internship Period：2017/9~2018/3 Job Title：Design & Administrative Assistant Intern Six months internship at Huemon, I mainly assisted designers with design works, including market trends research, prototyping, sketching, concept development. The long-term internship allowed me to go through different stages of product design. I accumulated deep product knowledge in my mind from massive research works. Next, I learned the way to communicate design needs effectively with the manufacturers from rich interaction experience with them. Dealing with them appropriately is beneficial to build a good cooperative relationship. I established a method of seeking resources fast. Thus, I am able to solve problems even in a brand new challenge.
16 | Internship
Product architecture analysis, User analysis, Concept development.
Manufacturer info collection.
Product specification survey.
Design exhibition info collection.
Product mechanism analysis.
Internship
| 17
18 | Animal farm
Animal farm 動物農場 | Project of exploing interaction Animal farm結合觸覺回饋手套與AR影像開發技術原型，讓用戶與虛擬動物 的互動上除了視覺影像外，更得到溫度回饋，提升互動沈浸感，將動物園帶 回家裡！ Animal Farm combines the haptic glove and AR image to develop technical prototype. Allow users to interact with virtual animals with not only visual images, but also temperature feedback. It could enhance the users’ immersion and bring the zoo back home! Design Team| Yu-Lun Tsai, Chen-Hsin Yang Contribution| Design concept | Prototype | Heating materials research Arduino programming | Hardware & Software integrate
Animal farm
| 19
Background
如何提升虛擬動物餵養的真實感？ 現有數位裝置的寵物飼養遊戲僅限於螢幕介面的操作互動，以Hiroshi
Ishii所提出的實體用戶介面(Tangible
User Interface)為概念基礎，希望開發新的介面讓用戶與數位寵物的互動更具真實感。
How to make virtual animal feeding more realistic The current pet-keeping games on computers are limited to interact with virtual pets on the screen interface. Based on the concept of “Tangible User Interface” proposed by Hiroshi Ishii, hoping to develop a new interface to make the interaction between users and virtual animals more realistic.
20 | Animal farm
Design concept 1. Inspiration Inspired by the experience of sheep feeding in Qingjing Farm. When feeding the sheep, our hands can feel the temperature, pressure, and humidity given by the sheep. The project chooses the temperature as the preliminary haptic reflection.
pressure
temperature
humidity
2. Ideation Try to develop a haptic glove connecting with AR, which users can not only interact with visual image, but also temperature experience is also added.
Animal farm
| 21
Research & Development 1. Heating materials The goal is to find a material which can heat up when power is on. We test on carbon fiber fabric, fishing line, carbon tape, heating wire, electronic component of steam cooker etc. Among all, the carbon tape has the best and the most stable quality. With the well-controled voltage(5V) and resistance, we can make the carbon tape reach to about 35~42°C in about 2~3 seconds after power on.
22 | Animal farm
2. Arduino programming First, we defined the power of Arduino was on when data received “1”, while the power of Arduino was off when data received “0”. Second, we needed a transistor to increase the current. Third, we connected gloves(Arduino) and mobile device(Unity) through bluetooth, and I was responsible for building bluetooth on the Arduino side. It was always the most difficult stage to intergrate all the components on the breadboard.
HM-10 bluetooth module
3. Augmented Reality (AR) We build the chicken models in Unity, and develop to let Unity interface able to identify human hands and different gestures. Finally, we can move the chickens and the chickens can make eating movements when the hand close to the chickens.
Animal farm
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Prototype
24 | Animal farm
Bring the zoo back home! - Feeding the chickens when users’ hands close to the chickens in AR, and feel the heat. - Heating by carbon tape.(35~42degrees Celsius) - Distance learning & entertainment
Future Tactile sensation can greatly enhance users’ immersion. This interaction prototype can be further developed as relative games or education tools. Besides, the adding of pressure and humidity can be further studied in the future.
Prototype demo
Animal farm
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Oasis Kitchen 綠洲廚房 | Social Design 綠洲廚房是城市共融休閒型態創新。東南亞移工與台灣存在生活界線，將廚房以家的形式呈 現，座落城市綠地及空地，讓不同族群除了烹煮美食與相聚時光，更促進交流與分享故事！ Oasis Kitchen is an inclusive leisure style innovation in the city. Migrant workers from Southeast Asia have living boundaries with Taiwanese. Kitchen was presented in a form of home, located in the city park and open space. All different ethnic origins can cook and get together here. Furthermore, they can communicate and share stories with each other. 金點新秀設計獎/社會設計類 入圍
Focus
東南亞移工在台灣 在台灣工作的東南亞移工約有60萬人，平均每40個台灣人就有一位來自東南亞的移工，主要從事三種工作， 分別為家庭看護、產業勞工、漁工。移工與台人缺乏對彼此的尊重與理解，加上文化差異與政策制度不完善 ，導致移工難以融入社會環境、放假時缺乏輕鬆認識其他移工或台人的管道，在異鄉容易感到孤單寂寞。
Southeast Asian Migrant Workers in Taiwan There are about 600,000 migrant workers from Southeast Asia working in Taiwan. Every 40 Taiwanese have one migrant worker from Southeast Asia on average. They mainly engaged in three types of jobs: caregiver, industrial labor and fisherman. Due to the lack of understanding and respect between migrant workers and Taiwanese, moreover, cultural differences and the imperfect policies and systems, make it difficult for migrant workers to integrate into the society, and there is no ways for them to meet up with other migrant workers or Taiwanese during their day off. They usually feel lonely under a foreign sky.
28 | Oasis Kitchen
Research 1. The Survey We prepared a survey with google forms and distributed it on Facebook and other internet. The purpos is to investigate the impression to Southeast Asian migrant workers from Taiwanese. Working with real world data help us discover the root problems between migrant workers and Taiwan’s society.
Would you(Taiwanese) like to take migrant workers visiting Taiwan if you have a chance to make friends with them? 45.5%
The impression to Southeast Asian migrant workers “Dark skin, noisy on the train, heavy perfume.” “Contribute to Taiwan’s economy, promote to Taiwan’s multuculturism, and enhance cultural exchanges between different countries. ” “Cute and united, they love us like family in Taiwan.”
yes
“Hard work and grouping.”
no 54.5%
“Sit on the ground, speak loudly, and dress up specially.” “A bit wary.”
2. Fieldtrip We visited stores and squares that migrant workers usually gathered, experiencing the environment where they live and learning the culture of Southeast Asia. Also visited related organizations to discuss our project with experts, participated picnic event with migrant workers on weekends to experience the day off life of them.
Oasis Kitchen
| 29
3. Quotes Directly from Migrant Workers “Every Sunday is day off” “Only go out at 11a.m. and go back before 4 or 5. Only go to church and eat and go home.” “I want exercise, if I have time.” “I meet friends at station or park or Changan(near working place).” “Yeah, it’s ok(job).” “I want to a shop after go back.” “Most are friendly, I think it’s nice here(Taiwanese).”
4. Persona The user groups considered is numerous and complicated. Although we take migrant workers’ pain points as the starting point but we hope that oasis kitchen is inclusive which every ethnic origins can enjoy here. The accumulation of the different insight and commen patterns help me to focus the persona based on urban.
Age:
37
Hometown: Indonesia Location:
Work:
Curtain factory worker
Language:
Indonesian / Chinese
Taipei Xizhi(Staff dorm)
About Halim, who has a wife and son in Indonesia has come to Taiwan for three year. Halim earns meager salary every month, some send back to hometown and some spend on mountain climbing. He like mountain climbing which can eliminate his fatigue and the scenery is pretty. Helim meets many Indonesia friends during mountain climbing. They often meet to go climbing with garbage clean up activities when their day off. Helim is learning Chinese, and he wants to be a Chinese teacher after back to Indonesia in the future.
Halim
Pain Points Inconvenient traffic when going out.
“Taiwanese say that Indone-
The sterotype that Indonesians are not clean.
sians are not clean.
Limited break time.
I want to let Taiwanese know
Goals
that not every Indonesian is
Want to participate in Taiwan’s culture, National Day, tourism.
like that.”
Overturn Taiwanese impression of Indonesians.
30 | Oasis Kitchen
Age:
25
Hometown: Philippines Location:
Work:
Home caregiver
Lauguage:
A little Chinese / Filipino /
Taipei Changan (Employer’s home)
English
About Alfi is a young girl who like to dress herself well. She take care of grandma in Taipei Changan Rd. So when friends want to meet her they always meet at Changan area. Employer’s family is friendly to her. She like to read. Sometimes she would go to bookstore find some books which she can understand. Her favorite is having facetime by smartphone with her family in Philippines, she shares everything with her family by taking pictures and
Alfi Ratna “We meet friends and eat on day off.”
upload to Facebook or Instagram. Alfi wants to save sime money and own a apparel store after back to Philippines Pain Points Don’t know where to go when day off. Language barrier Limited break time. (Only Sunday) Goals Hope to hang out with friends in convenient place on their day off .
Oasis Kitchen
| 31
Insight
1. Migrant workers lack of appropriate leisure space
2. Living boundaries exist between migrant workers and Taiwanese, activity ranges don’t overlap each other
3. Disagreement between ethnic groups due to lack of understanding
4. Food could build connections, and people take food everyday
32 | Oasis Kitchen
Ideation & Development
Oasis Kitchen
| 33
Service Model
Manager transport to the destination
City park / Open space
Reservation
User reservation
Enjoy
Device unlock
User Interface 12:00
綠洲電信
12:00
100%
Oasis Kitchen App What : An outdoor open kitchen
Oasis Kitchen
When : Every weekends ! Where: Open space / Park How : Customers reserve on App in advance. Just come with friends and prepared ingredients. 12
Reservation
34 | Oasis Kitchen
Check in/out
Record
Recommend
Detail
Setting
Finish
Kitchen is easy to promote to the public and having influence on society.
100%
綠洲電信
12:00
100%
綠洲電信
12:00
100%
綠洲電信
12:00
100%
綠洲電信
100%
12:00
English
Tiếng việt Melayu Orang indonesia
Oasis Kitchen
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Detail 1
5
2
6
3
7
4
8
36 | Oasis Kitchen
1. Plant stand 2. Cooker 3. Sink 4. Water tank 5. Footstool 6. Tool stand_stone mortar 7. Tool stand_wooden mortar 8. Tool stand_bamboo tray Kitchen was presented in a form of home, located in the city parks and open spaces. All different ethnic origins can cook and get together here.
Oasis Kitchen
| 37
Social Impact
Social Experiment We delivered our concept to migrant workers and tested the project initially. Expect that the kitchen would distribute in more open spaces in the city.
38 | Oasis Kitchen
Quotes Directly from Users. “It’s pretty, we want taking pictures and post on Instagram.”
“It’s convenient, not too trouble.”
“Do you have TV? We’ll like it.”
“Yeah, we can cook everything we like here.”
Oasis Kitchen
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Bertz wave cleaner 未來電磁波清潔 | Future Concept & Interaction Design
2050年，智慧城市發展，人工智慧、自動駕駛、 人工樹、智慧裝置充滿生活。更多新、強烈的電 磁波傳輸在我們生活空間，除了有效波段，裝置 也會產生無用波段干擾城市系統並對生物造成危 害。Bertz致力於消除未來環境中的過量電磁波。 In 2050, smart city well-developed, AI, autonomous vehicles, artificial trees and smart applices full of our lives. Having more new and stronger electromagnetic wave transmit In our living space. Besides useful band, equipments also generate unnecessary band which interfere our systems and do harm to creatures. Bertz is dedicated to eliminate excessive wave around the space in our future.
2019 Lexus Design Award 入圍 長庚工設期末總審
40 | Bertz
優等獎
Bertz
| 41
Focus 2050年，智慧城市發展，人工智慧、自動駕駛、人工樹、智慧裝置充滿生活。更多新型、更強烈 的電磁波傳輸在我們生活空間，除了有效波段，裝置也會產生無用波段干擾城市系統並對生物造 成危害。 2050, smart city well-developed, AI, autonomous vehicles, artificial trees and smart applices full of our lives. Drastically increased new and stronger electromagnetic wave transmit In our living space. Besides useful band, equipments also generate unnecessary band which interfere our systems and do harm to creatures.
42 | Bertz
Research
Biological compass Tens of creatures in the world could detect the magnetic field of earth to position and navigate. Excessive wave would interfere biological function and habitat.
Bertz
| 43
Ideation
Concept & Appearence We deduce the development of environment in 2050 and set up the situation, imaging how this new friend work in our city. Outlining the appearence with simple and soft lines.
44 | Bertz
Development
Bertz
| 45
Detail
1
Top view
2
4
3
Bottom view
46 | Bertz
5
1. Antenna Loop antenna on the top detect e-wave in the air.
2. Airflow groove The groove produce rotating airflow. Helping Bertz moving around the city agilely.
3. Solar panels Install solar panels on wings to save energy.
4. Vaccum hole Four vaccum holes under the device help Bertz dock on planar and non-planar easily and stabily.
5. Absorpion grid The wings made of graphene can absorb e-waves. Turning waves into usable potential energy and dissipated heat.
Bertz
| 47
48 | Bertz
Detect high electromagnetic wave warning area, and send human’s mobile devices signal to alert.
Eliminate excessive electromagnetic wave around the creatures. Prevent them from interference.
Interaction Bertz just like city cleaning squadron. They detect high electromagnetic wave warning area, and send human’s mobile device signal to alert. The device can eliminate excessive e-wave around the creature to protect biological function.
Bertz
| 49
Coplanting 老幼共同種植 | Universal Design
植栽是長者重要休閒，在種植過程能夠提升長者自 我認同及信心。對幼童而言，可以教導照護觀念與 成長樂趣。以此產品為媒介，透過共同種植的概念 來提升長者與幼童之間的互動。 Planting is an important leisure for elders. In the cultivation process can raise the self-identification and confidence of elders. For kids, it can teach them the joy of growing and concept of care. We Take this product as medium, raising the interaction between elder and kids through the idea of co-planting.
52 | Coplanting
Coplanting
| 53
Focus
Poor&Low Interaction
In our society nowadays, there are more and more intergenerational families. Intergenerational families not only bring in caring and education problem but also have difficult in communication due to the age gap. Causing poor and low interaction between elders and kids.
54 | Coplanting
Research
Horticultural treatment Along with the age getting older, elders gradually lose their confidence and self-esteem. Elders can get mental and physical therapy through the process of planting.
Pleasure of growth Cultivation teach kids about life caring and pleasure of growth.
Interaction raising Take planting as medium, raising the interaction between elders and kids.
Coplanting
| 55
Ideation
56 | Coplanting
Building blocks Inspired by the idea of blocks building. Combining the way of assemble, promote elders&kids planting together. This interesting planting form also attract children to join.
Coplanting
| 57
Development
3D Model
58 | Coplanting
Model Making
Prototyping and testing
Coplanting
| 59
Detail
60 | Coplanting
Leaf User can fill in water or nutrient which plants need and assemble by their own.
plastic
rubber
Interaction In the process of co-planting, elders can teach kids how to take care of their plants. Increasing their common leisure and entertainment
Coplanting
| 61
MOVE OUT - mobile AR exhibition space 行動AR展覽體驗空間 MOVE OUT致力在城市間打造高移動性的AR展覽體驗空間，提供民眾更靈活的藝術參與形式。團隊由成功大學 五位熱愛藝術策展的夥伴組成，在為期約三個月的商業競賽，以真實創業為目標，擬定商業企劃爭取投資人青 睞，我們對藝術與設計參展市場做分析，並蒐集了三百份消費者調查問卷，真實了解消費者需求後，擬定獲利 與行銷策略。 MOVE OUT aims to create a highly mobile AR exhibition experience space in the cities, and provide people with a more flexible way to approach to art. The team consists of five partners who all have passion in curation from NCKU. In the three-month business competition, with the goal of starting business truely, we propose a business plan to win the investors’ favor. We analyzed the market of art&design exhibitors, and collected 300 consumer surveys. After truly understanding the needs of consumers, we formulated profit and marketing strategies. Team| 麥榮富、蔡育倫、陳文妍、蘇安愉、許祐庭 Role| Chief Marketing Officer(CMO) Contribution| Business model、Market analysis、Competitor analysis、 Consumer understanding、Marketing strategy
64 | Startup Program
Problem Take our exhibit experience as a starting point, the form of participation in the art & design exhibition is limited and expensive in Taiwan. Furthermore, Taiwanese society is still immature in understanding the fields of design, art, and aesthetics. The street scene in several city is immutable and lack of vitality.
Solution MOVE OUT is a mobile AR exhibition space, and the exhibits are presented through AR to free from physical restrictions. People can interact richly with the exhibits by wearing the AR glasses we provide. The Exhibition hall is constructed by mobile module at selected open space.The pop up style is beneficial to penetrate every corners of the city initially. We plans to expand to five locations in Tainan in first three years. The long term goal is to become an easy-reach exhibition space for the public.
MOVE OUT AR glasses
Startup Program
| 65
Business model canvas
66 | Startup Program
Market trend Why now? a.The trends of art & cultural activities and curation are rising in Taiwan. b.The number of participants in exhibitions and performances in Taiwan is increasing.
全國藝文活動歷年出席人次（百萬人次） 263.279
270
238.441
240
230
210
190
170
162.909
150
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
Statistics from the Ministry of Culture
Market size We start from Tainan and expand to other cities three years after business starting. Our target focus on 20-30 year-old young people. According to official statistics, this group has the highest proportion of participating in art & cultural activities among all age groups. They are also the group that most willing to spend money on exhibitions attending.
Target: 20-30 young people
Statistics from the Ministry of Culture
Startup Program
| 67
Competitors We mainly have four types of competitors, and we compare our own strengths with these four competitors.
文創園區
公立美術館
文創園區 跳脫實體限制 移動性 觀展免費 高宣傳度 策展服務
68 | Startup Program
大型展演中心
公立美術館
地方小型展覽空間
大型展演中心
地方小型展覽空間
Consumer survey We create an online survey by Surveycake with 17 questions about people’s experience and favor of going to the exhibition and finally collected over 300 questionnaires.
1. Your age.
2. Your gender.
4. How many exhibitions do you participate in each month?
5. The most impressive exhibitions.
7. How much are you willing to
8. How long are you willing to
pay for the exhibition
quene up for the exhibition.
3. Where do you live?
6. In what way to know about the exhibition.
9. What elements do you think a good exhibition needs.
Startup Program
| 69
10. Have you ever bought souvenir in the exhibition?
13. When do you usually go out?
16. Commonly used social media.
11. Continue the previous question,
12. How many times do you go out
how much is willing to spend.
14. Where to go on weekends?
every week?
15. Where to go on weekends?
(People from Tainan)
(People not from Tainan)
17. The degree of rejection of “download the app to receive discounts.”
It’s OK. Would rather die.
70 | Startup Program
Marketing strategy There are two essential for MOVE OUT to survive. The one is “sufficient publicity” - let MOVE OUT well known to people, and the other is the “visibility of the exhibition space itself” - to earn more profit from advertising. According to the consumer research results, our marketing strategy focus on social media especially Instagram initially to get the attention of young people. Besides, we will collaborate with well-known theme creators to attract customers in a short time.
Takeaway and Follow-up 1. In order to avoid being replaced by other competitors, MOVE OUT need a economic moat, which is much stronger competitive advantages, and we need to develop the ability of curation through vertical integration. 2. Increase the source of income. 3. We focus on the right target now, it’s a potential market! 4. More professional cash flow calculation.
Startup Program
| 71
| Technique - 3D Modeling - Sketching
3D Modeling_Solidworks
74 | Technique
3D Modeling_Solidworks
Technique
| 75
76 | Technique
Technique
| 77
78 | Technique
Technique
| 79
| Paper Works - Cross culture X Consumer behavior research - Strategic management research
Paper Works
Comparing People’s Judgment of The Online Advertising Copy: High versus Low Uncertainty Avoidance Cultures Yu-Lun Tsai*, Tseng-Ping Chiu** * Graduate student, The Department of Industrial Design, National Cheng Kung University, Taiwan ** Assistant Professor, The Department of Industrial Design, National Cheng Kung University, Taiwan
| Cross culture X Consumer behavior Abstract Prior research indicated that people in high uncertainty avoidance cultures prefer process-oriented advertising, while in low uncertainty avoidance cultures, the result was more important. The research compared consumers’ information judgment of the online advertising copy in high and low uncertainty avoidance cultures. The survey recruited the Chinese and the Japanese to rate the score after they read either process-oriented or result-oriented advertising by online questionnaire. The results could provide a globally online marketing strategies reference for companies.
Conclusion
I. Introduction & Literature review
For both the Chinese and the Japanese, there is no obvious difference in the degree of uncertainty arising from the informa-
II. Methodology
tion of two types of advertising copy. Comparing with pictures and videos, the impact by advertising copy on the difference of information judgment in high versus low uncertainty avoidance cultures is not obvious. The Chinese were aroused more interest by both type of adver-
2.1. Advertising copy design 2.2 Online questionnaire survey 2.3 two-way ANOVA
tising copy than the Japanese. Chinese culture pays more attention on food probably due to the profound food culture.
82 | Paper Works
III. Result & Conclusion
Paper Works
Explore the response strategy of creators in crowdfunding and provide optimized mechanism suggestions for a crowdfunding platform Yu-Lun Tsai*, Shuo-Fang Liu** * Graduate student, The Department of Industrial Design, National Cheng Kung University, Taiwan ** Professor, The Department of Industrial Design, National Cheng Kung University, Taiwan
| Strategic management Abstract The research explored creator’s effective response strategies to sponsors of Design projects in reward-based crowdfunding when project implementation encountered challenges and the way crowdfunding platforms can support these effective strategies through optimized mechanisms. We collected qualitative data of the interaction experience between creators and sponsors through online data collection and semi-structured interviews. The research provided practical suggestions on creator’s response strategies and platform mechanisms, which could be a reference for start-up or crowdfunding platform managers.
Conclusion
I. Introduction & Literature review
Taking responsibility strategy and Compensation strategy helps to reduce the damage to the creators’ reputation in a crisis as well as
II. Methodology
turn into a communication opportunity for creators and sponsors. Crowd participation strategy could increase the hedonic value of sponsors’ participation, thereby reducing sponsors’ concern about the utilitarian elements and increasing sponsors’ repurchase intention. The crowdfunding platform can support creator’s response strategies
2.1. Interview / Online data collection 2.2 Data analysis_grounded theory 2.3 Literature review
with customer service management support, compensation widgets support, and community interaction support.
III. Result & Conclusion
Paper Works
| 83
“Remove the bad, leave the best.”