| YUNLUNG | CHANG Product Design | User-Centred Design | Service Design | 2002 - 2011
ABOUT
YunLung Chang Gender | Male Date of Birth | 7 February, 1979 Nationality | Taiwan E-mail | yunlung.c@gmail.com Master of Arts | Industrial and Strategic Design | 2009 - Nov. 2011 Aalto University School of Art and Design, Helsinki, Finland Industrial Designer | Quanta Computer and SAMPO Corporation | 2003 - 2009
Yunlung is an industrial designer specialized in product design and development, user-centred design and service design. He aims to develop himself as a T-shape person based on industrial design background expending to other relevant fields ranging from design research, user experience to service and strategic design. He is interested in looking into user’s problems and potential needs, generating creative solutions to provide an overall service experience. From the previous working and studying experience, He considers himself as an integrated design thinker who can consider the perspectives of design desirability, technologic feasibility and business viability.
URBAN PLAY
NOKIA RETAIL SERVICE
01
Service Design Concept for Nokia Retail Business
02
03 06 09
User Experience and SmartPhone Service App Design
PURE Air-Conditioner Design
THE BOOK Conceptual Laptop Design
SLIM WIDE
04 07 10
Laptop customization design
Compaign Design for Helsinki City
in Vietnam
MOWGLI
User-Research Based
05
FLIP ! Usability-Research based Smartphone
project
Design
CLAIRE
CUBICAM
Blender Design
08
Conceptual Digital Camera Design
DUCKY Children Creative Photographic Tool kit
| CONTENTS
01
NOKIA RETAILER SERVICE
Customization Service Concept Design for Retailers in Vietnam Aalto University School of Art and Design, 201 1
This project is established and in Collaboration with Nokia Living Lab, Finland. Teamwork with Yonu Cho, Antti Kienanen, Veronica Bluguer, and Chonebei Song
NEW SERVICE MODEL This project aims to design a new service model with customized mobile phone services for reailers in emerging market. Vietnam has been selected for the target country because It has 85 million population and 7% economic growth, which makes it a huge potential market of moblie phone service. The design process started with understanding the current business model provided by Nokia, and the network between each
party. The established Nokia business model is that Nokia collaborates with the 3rd-party content provider for providing mobile phones with customized service to local retailers and end customers. Therefore, the design research aims to discover the local user’s needs and the mobile phone market in Vietname, providing insights to the concept development.
Service Provider As a main stakeholder Nokia conducts the research and faciliates local retailers and cotent providers to complete the new service model.
Market Research
NOKIA
The market research is studied through the data provides by Nokia local retailers to understand the local mobile phone market, including the service rates, brand market share, consumer behaviors and so on.
Local Retailer Local Brand
3rd-party content provider
over 30 40% Under 30 60%
Customized Service
User Research
The Internet coverage in the rural area of Vietname is still low so that most people are using feature phone with SMS service for helping their daily inconveniences. Nokia collaborates with the third party providers to create new mobile phones service, known as Nokia livng tool, for solving the problems, e.g. weather forecast, crop market price, entertainment and medical consulting service, etc.
Crop Market
Weather Forecast
On-call Doctor
Music Listening
Consumer
The methods of human-center design and empathic design were utilized. Several interviews of local vietnamese were conducted to get deeper insights about the local context, such as their their lifestyles, traditions, problems and needs, interests, living conditions and so on. The research found that the urban life in Vietname is not much different than other Asian countries, and 73% of population lives in rural area, they are facing more problems and have less resources.
THE CONCEPT “Hoimai“ is a mobile phone retailer in Vietnam. It has vans leased by Nokia. Those vans visit the nearby villages to promote mobile phones and services. It stays one day in one village every week.
NOKIA with Nokia
By the face-to-face visting, Hoimai builds relationship with local people . It saves thier time and money to go downtown for mobile phone services.
NOKIA
NOKIA
In addition, the Hoimai sales person teaches customers how to use the services and give them warranties. With the van, customers can download and update latest phone contents every week, and also use services by paying small money and try new smartphones without buying.
Trying new phones and services
Selling phones with customized contents
Provide Entertainment
Download & update new music and apps 1 2 3 4
?
Collect user data and feedback
5
Entertainment is important in the country life. With Hoimai rank-list board, people can take votes and leave comments about music albums and service apps. They can see what other villages are into and compete to each other for fun. Every week, more and more people wait the Hoimai van to come and have fun together.
ECO SYSTEM Customized 2nd-hand phones plays an important role in developing countries. In this concept, Hoimai van drives all over Vietnam to collect unwanted phones by giving rewards. Then the phones will be renovated and resell with customized contents installed to make more profit in between. The broken phones will be sent to local recycle center, such creating not only extra profit but also more jobs for the locals.
Hoimai Rank Music Chart
Super Juior
Sorry, Sorry
All I Ever Wanted Girls Generation
Hoot
2PM
I’ll be back
db
Reuse
Customized 2nd Phone
Research Collect
ac
k
with Nokia
with Nokia
Broken & Old Phone Free SMS Talking Minutes APP
Free Apps & Game
Reward
Local Recycle Factory
Recycle More Job Opportunities
FEEDBACK SYSTEM Hoimai gathers the users’ prompt information by talking to them and from the rank-list-board. Nokia provides training service and leases vans to the local retailers, so it is easiler to collect feedback from local retailers.
Click to watch the scenario video
Crop Prices
2 3
Kelly Clarkson
Fe e
Nokia Service
1
Lady Gaga
Bad Romance
Weather Report
?
Call on Doctor
4
Basic English
5
Football News
02
URBAN PLAY
User-Research Based Compaign Design for Helsinki City University of Art and Design Helsinki, 2010
INTERVENTIONS IN PUBLIC SPACE Urban Play is a campaign deisgn. The core of the concept is playful interventions taking place in bus and tram stops, and other places frequently used for short term waiting. The purpose is to increase the awareness of urban family life and to provoke interaction between strangers, bring color to citizens’ lives.
WORLD DESIGN CAPTIAL
Helsinki 2012
The project is conducted by five master-level students from Finland, Germany and Taiwan. It aims to be implemented in the event ‘2012 Helsinki World Design Capital’. The concept has been exhibited in Finland pavilion, Shanghai EXPO 2010, and it also has been pressed on Core77 website
CONCEPT DESIGN PROCESS The user study was conducted with five mothers of children between the age of 0-4 years from Greater Helsinki. The research methods included design probes i.e. a self-documentation kit including picture taking tasks, postcards, dreambox etc. and focus group meetings during which the results from the probes were discussed. During a co-creation session the mothers were asked to design an environment in which they would enjoy spending time in the city.
Focus >
Public / Private
Phase > Deep Dive
Mother’s territory Separation / Integration
User Study • Design Probes • Video Observation • Focus Group Meeting
Ideation
Interpretation of Data
Families
Concept
| USER STUDY STUDY GROUP The research focused on mothers of young children in the Helsinki City area. During daytime public spaces are largly occupied by this group. When thinking of mother and child as bubbles, they are joined, but still have their individual needs. Five mothers of children under the age of three were recruited for participating in the user study.
DESIGN PROBES The probes were designed to give deeper insights into the everyday life and needs of mother and child. The set of tasks, to be filled in over the course of five days, combined traditional probe tasks such as a diary and postcards with new assignments like the ‘territory map’. Here the mothers were asked to mark the places and areas they have visited as well as their perceived territory. When returning the probes the mothers expressed how they enjoyed reflecting on their needs, concerns and pleasures and sharing those with us. One of the most successful tasks was the dreambox in which the mothers were free to express their general hopes and wishes.
( from dreambox )
“
“
In the perfect world I wouldn’t worry about other people’s reactions when my baby cries or when I breastfeed.
VIDEO OBSERVATION The video observation aims to gain deeper insights in the use and requirement of space of mother and child in public space. The observation was conducted in a café of Helsinki. by analyzing the video, it is found the mothers’ attention was directed mostly towards the children how the mothers had to calm and entertain their children frequently. The children became bored quickly by the environment which didn’t provide any opportunities for play.
FOCUS GROUP MEETING In a focus group meeting the mothers who had been sensitized with the probes were first asked to discuss the findings from the study. Under the topic of separation and integration the mothers shared their experiences about being in public space. Most often expressed was the need for good and clean facilities. During the second part the group of three mothers layed out a space, in which they would feel comfortable spending time when going to the city. With playmobile, pictures and pens the mothers arranged and drew their dream café.
“
“
This looks too much like a playground, it would scare away normal customers...
Data interpretation By analysing the data collected from the user study, the key findings from it were mainly about the concern of being judged by others and public transportation. It became clear that the mothers want to feel integrated in places shared by a large variety of people with a warm and welcoming athmosphere.
Mothers want to : • • • •
be integrated blend in feel welcome feel safe
| THE CONCEPT UrbanPlay is a campaign designed for the City of Helsinki. It aims to increase the awareness of urban family life and is designed to provoke interaction between strangers. At the core of the campaign are playful interventions taking place in bus and tram stops, on metro platforms and around other places which are frequently used for short term waiting. The campaign consists of the physical transformation of bus and tram stops, a website and multi-channel advertisement. The design of UrbanPlay was driven by the intention to support families in their daily life in the Helsinki city area. The playful character of the intervention has the potential not only to engage children, but everyone moving about in the city.
SCENARIO
| Creating social interaction between strangers in public spaces of short term waiting.
1.
2.
Liisa, her son Tomi and Mr. Joki take the same bus every day. Still they don’t know each other.
4.
While watching Tomi, Liisa and Mr. Joki exchange a few words about this great new concept for tram stops.
3.
The three don’t enjoy waiting and especially Tomi gets bored and cries easily.
5.
One morning, there is a surprise at the stop. What a joy for Tomi!
6.
When the tram arrives, Tomi is reluctant to leave. “But we will come here again tomorrow,” Liisa says.
Many of the stops they pass have changed and Tmo is looking forwad to the next time they have to wait.
Click to see the video
WEBSITE The webpage enables you to find out about • Locations and Partners of the project • View pictures of UrbanPlay experiences
As part of the community you can • Upload pictures • Vote/comment on pictures • Nominate places for UrbanPlay Already a member? user name password
upload pictures to the
nominate a place for Urban Play
The UrbanPlay Gallery displays photos uploaded by members of the community. You can comment and vote on the pictures you like the most. Upload your own UrbanPlay experience and become part of the community. If your picture gets the most votes you can win one of five free travel cards each month.
03
MOVVGLI
User Experience and SmartPhone Service App Design Aalto University School of Art and Design, 2010
WHAT IS MOWGLI ? Mowgli is a web-based community, and a smart phone application for beginning and advanced hikers. It saves hiker’s time to find tracks and facilitate them to explore and enjoy the trip in nature.
0D
Purpose New Adventure Experience
3D
Product Web-based community portal, smartphone application
4Ds universal model 4ds model was posed by professor Peter Mcgarry, which was applied in this project to clarify the value that Mowgli provide to the users.
Value
1D
Escape to the wild and sense the spirit. Find peace and relaxation in nature.
2D
Principles / Process Learn what is around you and share your experience with your friends
START THE JOURNEY WITH MOWGLI MOWGLI
Helsinki
Searching the routes by your preferance. e.g, 3 days vacation for a short distance hiking in Helsinki
First, get a smartphone, create an account on the Mowgli website
Go on the trip!! Chose desired experiences for the trip, those will be shown on the map
MO W
G LI
After customizing your own trip sync the data to your smartphone
Teamwork with: Federico Poggioli, from Italy Samuli Makinen, from Finland Matias Halmeenmaki, from Finland and Noel Lam, from Hong Kong.
Don’t forget to bring your smartphone
THE TIME MACHINE and IDENTIFIERAND MOWGLI
While you hit on the route, Mowgli has two main functions helping you to exploer nature, which are the Time Machine and Identifier. You can record the bird’s singing, Mowgli will analyse it and show you what bird it is !
The identifier assists you to know flora and fauna of Nature.
The time machine lets you see a place in different time.
See the Autumn in Spring
? Just taking photos, Mowgli can tell you the variety of Plant. Mowgli ensures you not to pick poisonous mushrooms.
Mowgli also provids GPS connection, keeping track on your position in case of an accident.
MO WG L I
After your adventure you may publish your whole adventure log for the community, or only your friends to see.
See 50 years ago
If you see animal’s trace like footprints, you can search videos to see how the animal left it.
Click to the introduction video
04
SLIM VVIDE
Laptop Customization Design Project The ODM project for Quanta Computer, 2008 -2009
OBJECTIVES AND CHALLENGES Quanta Computer produces 25% of the laptops in the world. However, it doesn’t develop an own brand on the retail market, so it designs and produces laptops, and sells them to multipul brands companies, which have own brands and market channels but are not capable of designing and producing laptops.
BRANDS Produce in China
This ODM project aimed to desing a laptop, customizing it to different brand clients by making distinctions for the looks. The main challenge was keeping the costs low to fit the clients’ satisfications, finding other ways to differentiate the images rather than modifying the mold.
Brand companies order the laptops and sell them through their channels
Design and research in Taiwan
TARGET GROUP In consideration of designing for multipul brands, the target group was determined on frequent laptop users - male between age 27 and 40. People in this age group are active in business and lead a fashionable lifestyle, thus, cold and sturdy style was suggested.
Image pictures
High-end
MARKET POSITIONING Since most ODM projects are sold in relatively low price and designed to look cheap. The design aims to create a high-end look in to increase the market share of the middle-low price laptop. The stategy is lettin the customers to get more than they pay for.
Hard
Soft
Low-end
IDEA SKETCH
PROPOSALS In this phase, dozens of 2D proposals are quickly made for internal discussions or with clients. One idea was chosen. It is to design a badge on the LCD cover, which can be replaced by different colours, materials and finish treatments such as chrome, wood, stone. It can also be change the intagloed logo by altering partial mold for different clients.
Replace
IMD TECHNOLOGY In this project IMD technology was used. It is a Implementation of sophisticated graphics on resin products with complex 3D geometries. The technical part was in collaboration with a Japanese company, Nissha, which is leading IMD technology in the world.
Other pattern designs
The film can be designed with various patterns to differentiate the looks.
SOLVING PRODUCTION PROBLEMS After the 3D model was built by the designer, it will be inspected by mechanic and mold engineers to minimize the production risks. Issues such as the mold flow, weld
line and mold related problems will be sent back to the designer to modify the model. In this case, there were more than a hundred issues need to be worked out.
Mold flow
Welding lines
ME inspetion for production
ID 3D model building
Issues marked by mechanic engineers and mold engineer
INTERNATIONAL WORK This project imported IMR technology from Japan, and it is designed in Taiwan, produced in China.. The model of laptop design and has sold to be used in many brands, such as Dixon-UK, Maxdata-Germany, Haier-China, Founder-China, Gigabyte-Taiwan, and also sold in many countries such as South Africa, South America and so on.
Tech support by Japan
Produced in Chana
Designed in Taiwan
FINAL OUTCOME The screen of this laptop is 14 inches, the size was considered the mobility of business users. It’s designed to look like a brife case when carried. The RHCM technique applied to the LCD bezel and the keyboard cover creates the high gloss and black crystal look.
Slim body and black-silver contrast interior
ACHIEVEMENT Due by the year of 2009, Slimwide had been sold over five hundred thousand sets around the world, which is twice as many as the type in previous year.
One-piece indicator
Streamline form touch pad
Half-low hinge type
Back-lit power button
05
FLIP!
Usability-Research Based Smartphone Design Cumsemer product design for Quanta Computer, 2008
WHAT A SMARTPHONE CAN DO? In the first stage, some questions about smartphone were asked, such as why people need smartphone, who and when the users would use it. Next, several smartphone users were interviewed, and then invited to a co-design section for generating ideas for the concept.
FINDINGS From the research all the smartphone functions were listed, we found even though a smartphone provides plenty of functions, only a few functions are frequently used in different situations. For example, Business workers often send and receive e-mail; travellers look up the travel info in most of time. transportation e-mail
music
GPS
trading Chatting document editing
IDEATION
on-line booking
reading
game
FINAL CONCEPT In this smartphone users can tag the functions they frequently use. By clicking one button it can be switched to different modes, quickly surfing between, for example, e-mail and movie modes. Each function is defined with a color like labels , by showing the color users are able to know clearly which mode is used.
on-line booking
reading
One click game
twitter music
Chatting
Different color changed by the function modes
The key board panel is translucent, the color-change LED lights from behind.
06
PURE
The Air-Conditioner Design for SAMPO Co., 2005 One of the major home appliance producers in Taiwan
SIMPLE AND CLEAN The air-conditioner ” PURE ” is designed to match modern home interior decoration. When the machine operates, the panel will open to receive air from the top. The non-lattice design makes the front look futuristic, simple and clean. The translucent shell with a semi-hidden displayed icon gives noble and clear visibility.
COLOR-CHANGED DISPLAY
16-22 °C 23-26 °C
The air-conditioner has sensor to detect the room temperature, and display on the bar with different color. Compared to traditional digit number display, the color bar is more intuitive, and more clear for users to check the temperature from a distance.
The new color bar display is more intuitive and can be seen from distance
27-32 °C
AWARD The design has received Good Design winner and Taiwan Symbol of Excellence in 2005. The color temperature display has annunced utility model and new design patent. GD MARK AWARD WINNER TAIWAN SYMBOL OF EXCELLENCE 2005. Patent of Utility Model No.M254571 and New Desing No.D115248, 2005.
07
CLAIRE
The Blender Design for SAMPO Corporation , 2005
LIKE AN ELEGANT LADY CLAIRE is a blender design. The concept was inspired from an image “ a woman cooks in the kithchen ”. So the organic form is adopted to make it looks like female’s body curve; the handle can be seen as a ponytail, and the bottom part outlines a skirt shape.
HOUMOROUS and EMOTIONAL In the begining, a little houmor was attempted to add into the design, wich implies “ kitchen is women’s area”, and design the shape of the blender like a woman. Then an emotion was naturally formed as another interpretation, which was that when a man see this blender in the kitchen, he sees it as his wife cooking there.
the feet under the skirt made of rubber, which are able to absorb vibration to reduce noises when the machine operates.
08
CUBICAM
The Conceptual Digital Camera Design For SAMPO corporation, 2005
FUTURISTIC CAMERA Cubicam is a conceptual digital camera. The idea is inspired from a puzzle toy “Rubik’s Cube”. The 6 sufaces of the camera have assigned 6 different functions. With its mini-sized design, it hangs on your neck like a necklace. It’s easy and fun to carry and use with a tiny object.
Six sufaces with six functions.
FUNCTIONS ON EACH SIDE As for the functions on each surface, the buttons on the back surface is control interface; the top side is rotatable LCD screen; it also can play music with wireless earphone on the left and right side surfaces. The bottom side is for storing battery and memory card.
09
THE BOOK
The Conceptual Design of Laptop PC For Product Design Center, Quanta Computer, 2008
THE ESSENCE OF BOOK The design aims to reversed a laptop to its original status. The thinking process linked computer to book and to paper, then The purpose of paper is to carry information to that paper was invented by a chinese scientist.
ORIENTAL STYLE The form was inspired by a pile of paper bound with ropes for carrying, Thus Chinese style was intended to assigned into the design.
The design utilizes the concept of books as semantics. Paper binding is the metaphor for cross ditches on the LCD cover. In the centre, the lens looks like revealed by paper tore open. Reciprocal curves were used for giving oriental feels.
10
DUCKY
Conceptual Graphic Tool Kit for Children Education Bachlor Thesis at Taiwan Universty of Science and Technology, 2002
EDUCATION KILLS CREATIVITY? In the first stage, a user-research was conducted by visiting a primary school in Taipei, Taiwan. The students spend more than 20 hours a week to study subjects like language and math and less than one third of time for art and music. It is found that children in Taiwan are trained to find jobs in the future, which disregards their interests. It has become problematic the education depresses children’s creativities and they easily lose initiative of study.
12
9
Language Math & & Social Science subjects
The hours of the subject allocation in a week at primary schools in Taiwan 4
3
Flexible
Sports
3 Music, Art & Handicrafts
FINDINGS Several teachers and students were interviewed to discover the way of improving children’s learning for adapting the world’s change. Thus, it is found important to motivate kids to learn by themselves. Also, emotional intelligence has become important nowadays. The current education has emphasized on develping left-brain abilities, so it’s essential to nurture the next generation’s right brains. Balancing left and right brain ability is becoming the skill to reach success.
DESIGN DRIVERS From the findings, some principles were set as design drivers. - Kids are born creative, all we need to do is giving spaces for them to show the creativity. - Don’t limit them only with texts, mixing graphics, sounds is the way to balance. - Keep their motivations by intriguing them - They like being in advantures, listening and telling stories. - How do they spend time after school and weekends is important. By these drivers, the aim is to push the education to a better direction for young children.
Balance the both sides of brain is the way to success
GRAPHIC TOOL KIT ‘Ducky’ is a futuristc concept for kids to develop their creativity by taking photos and telling stories. The tool kit consists of camera, album, pen and memory cards. With the devices children can discover their own advanture and add up with imaginations. It is designed for education of 6-12 years old children, the adorable style and easy usage makes it fun for them to play with.
ADVANTURE AND STORY TELLING The camera looks like a telescope, through the filters function children can see different things from the reality. After taking photos, the digi-album will synchronize data and allow kids to draw, filter or combine pictures and invent their stories. Kids also can share and read stories with friends and teachers. The teacher might use some parts of story as materials to give comments or teach in class.
1
Explore the world with camera like an advanture
2
Take beautiful
pictures as trophies
5 4
Synchronize with digi-album
6 3
Explore the world with camera like an advanture
Draw, edit and combine pictures, linking them to be a story
Share story and pictures with others
YUNLUNG | CHANG | yunlung.c@gmail.com | +886 330220183