Business Designer Marketing Specialist

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TINA Yapeng ZHONG

I Love Culture and Communication2 year of academic focus : Intercultural design communication (Automobile)

I do Good at Strategic thinkingBranding / Event marketing / Public Relations

Nissan motor/ Mercedes Benz / Ford motor / Ballantine's /

Yahoo! / DIsh TV (Taiwan)

Iʼm Passionate in Design and LiteratureDesign trend / Vintage cars

Contribute editor of online media about automobile culture, auto design, EU design trend and open innovation

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ABOUT ME

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Research methodology: Cultural imprintBusiness ideas : SENSO / Bridger.com

ACADEMIC FOCUS

Business Design / Domus Academy / Milan, Italy

Culture difference in automobile design communication

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RESEARCH METHODOLOGY CULTURAL IMPRINT

The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, BY Clotaire Rapallie, 2006

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Present product, design, and manufacture culture

Consumer Insights

The society collective

subconscious

The influence onindividuals’ behavior

at the time

Historical roleof object

Historical approach

CULTURAL IMPRINT CURRENT MARKET

Human-centered approach

CULTURAL IMPRINT-Historical subconscious

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敬德/ jìng dé

Confucianism focus on virtue of respect. It stands a attitude of respecting othersʼ appearance, behavior and the inner side of others even when the others are far away.Till now, the imposting grill represents the desire of “being respected” symbol.

CASE STUDY-CHINA: THE IMPOSING GRILL

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轎子/jiaoˋzi

Higher seats bring you the status in the public.In the ancient China, a covered litter, carried on the shoulders of two or four men used by the wealths and government officials formerly. Till now, SUV appears to bring the consumers the height in the subconscious.

CASE STUDY-CHINA:IN FAVOR OF SUV

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BUSINESS IDEAS SENSO / Bridger.com

PROBLEM SETTING

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In these years, Chinese brands have urgent needs for design but due to most of the owner have manufactures/engineering background. It leads them to do design in a “halfway” In addition, the current market is lack of good amount of native designers. Therefore copying is evident enough that the brands are Lack of experience in transforming cultural essences into products

Chinese Brands - short in design communication

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According the interviews, thereʼre a great amount of asymmetric identification between cultures. While the Chinese brands seeks for helps from EU, they usually come up with the brief containing the ideas of equate culture with country, such as “European style”, in addition, thereʼre always “dragon or great wall on the design briefs from each company, the consequences are no differentiation between brands and also for studios.More, reference given is not inspirational, not clear to most of automobile designers

Interviews with projects mangers and designers in I.DE.A & Italdesign Giugiaro

Foreign Designers - difficulty in cross-cultural dialogues

PROBLEM SETTING

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5-senses approach of brand design and design communicationSOLUTION: SENSO

BrandVision+Image

=Brand value

Non-spoken languageCross-cultureDe-personalReduce implicit cost

More involved

DesignDevelopment

More simulating

Story telling

12THE CONCEPT

Engine soundExhaust sound

ClosuresControls Form

SurfaceColor

Features

LeatherFragrance

Inspiration of cultural

communication

MaterialsComfortControls

13USER EXPERIENCE

BRIEF CULTURE AND

HISTORYRESEARCH

DESIGNSTUDIO

5-SENSESPARTNERS

5-SENSESSTRATEGY

5-SENSESREALIZATION

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RECHECK

14SCENARIO

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Online image bank of intercultural design inspiration and communication

SOLUTION:Bridger.com

Users search by region, industry, material and colors, provided from China users.Intercultural users-created dialogues about cultural insights and products. Install interactive games for cultural understanding in design communication 16

Bridger.com

17Users can retag the keywords to share and check the result according to cultures. The top 3 tags from other cultures shows the cultural perceptions for further inspirations use.

Retag of users perceptions

Retag Like Comment

China

Tag:

Story:

Top 3 retags:

China Italy US

Japan

Classic

LuxuryChina

HappinessChina

RETAG

Upload Tag Share culturalstories

Create dialogues

Trade

Create dialogues Retag SearchCollectionPayment

GameDesign dictionaryBest practice

Uploader Downloader

+S

DDSDB ?

S

18Uploader interact with downloader or other usersEXPERIENCE MAP

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Design thinking / BrandingACADEMIC WORKSHOPS FOR P&G / BARILLA S.P.A

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DESIGN THINKING Winning proposal in design thinking workshop, presented in Headquarter,

Geneva, SwisslandP & G 2016 Olympic THANK YOU MOM CAMPAIGN

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Why

the insightThroughout their whole life women are the most important person in the family, as they get older and children leave the nest, mothers become lonely and not being acknowledged, the No. 1 position changed

What

the idea To build a bridge between our target mothers and P&G through CSR. Via doing social causes together P&G reward them as No.1 to the world again, make their life meaningful

How

The idea is to make mothers protagonists of a marathon, the most iconic among the olympic disciplines. Encourage them to walk with a pedometer provided by P&G after collecting products. The project combines digital marketing and in-store shopping, increase sales and brand royalty at one time

When

May~Jue, 2012

Where

Milan, Italy Geneva, Swissland

PROBLEM SETTING & SOLUTION

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EMPATHY / DESIGN THINKINGI apply the consumer insights to the sale strategy, and helped the team to create communication strategy that fits P&G brand equity

BARILLA S.P.A Strategic planning

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BRANDING Winning proposal in branding workshop, presented in Barilla

Academia, Italy

How

Build up new sub-brand called Barilla Sera, which provides after-work healthy meals. Package design is transparent and premium look to attract targets. Channels : supermarket, vending machine and 24 hours delivery stores to cope TAʼs lifestyle

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Why

the insightSingle households increases 20~25% In these 10 years, urban life has given lots pressure to working society. People are usually lack of time, choices when they needs healthy food

What

the solution the ready-to-eat meals provided by Barilla, Innovative products of fresh Mediterranean diet

When

Feb, 2012

Where

Milan, Italy

PROBLEM SETTING & SOLUTION

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Trend analysis Products Distribution

TREND ANALYSIS / DESIGN COMMUNICATIONI lead the team to focus one specific TA by dedicated analysis the F&B industrial trend, including of distribution. In addition, I was highly involved with design communication with products design

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“HEAD, HEART, and HANDS,creative dialogues for value.”