yunlung's portfolio
DESCRIPTION
Yunlung Chang's design portfolioTRANSCRIPT
| YUNLUNG| CHANG
Product Design | User-Centred Design | Service Design | 2002 - 2011
ABOUT YunLung Chang
Gender | Male Date of Birth | 7 February, 1979 Nationality | TaiwanE-mail | [email protected]
Master of Arts | Industrial and Strategic Design | 2009 - Nov. 2011Aalto 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.
| CONTENTS
NOKIA RETAIL SERVICE
SLIM WIDE
THE BOOK
Conceptual Laptop
Design
DUCKY
Children Creative
Photographic Tool kit
CUBICAM
Conceptual Digital
Camera Design
CLAIRE
Blender
Design
PURE
FLIP ! MOWGLI
URBAN PLAY
User-Research Based
Compaign Design for
Helsinki City
01
03 04
02
05
Service Design Concept
for Nokia Retail Business
in Vietnam
User Experience
and SmartPhone
Service App Design
Laptop customi-
zation design
project
Usability-Research
based Smartphone
Design
Air-Conditioner
Design06 07 08
09 10
NOKIA RETAILER SERVICE01
Customization Service Concept Design for Retailers in VietnamAalto 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 MODELThis 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
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 market research is studied through the data provides by Nokia local retailers to under-stand the local mobile phone market, including the service rates, brand market share, con-sumer behaviors and so on.
As a main stakeholder Nokia conducts the research and faciliates local retailers and cotent providers to complete the new service model.
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.
User Research
Market Research
Service Provider
Customized Service
NOKIA
Local Retailer
3rd-partycontent provider
Local Brand
Consumer
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.
Crop Market
Weather Forecast
On-callDoctor
MusicListening
over 3040%
Under 3060%
with Nokia
NOKIA
NOKIA
NOKIA
“Hoimai“ is a mobile phone retailer in Vietnam. It has vans leased by Nokia. Those vans visit the near-by villages to promote mobile phones and services. It stays one day in one village every week.
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.
In addition, the Hoimai sales person teach-es customers how to use the services and give them warranties. With the van, cus-tomers can download and update latest phone contents every week, and also use services by paying small money and try new smartphones without buying.
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 vil-lages 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.
THE CONCEPT
Selling phones with custom-ized contents
Download & update new music and apps
Trying newphones and services
1
2
3
4
5
?
Provide Entertainment
Collect userdata and feedback
Hoimai Rank
1
2
3
4
5
Nokia ServiceMusic ChartLady Gaga
Super Juior
Sorry, Sorry
Bad Romance
Crop Prices
WeatherReport
Call onDoctor
BasicEnglish
FootballNews
All I EverWanted
Hoot
Kelly Clarkson
Girls Generation
I’ll be back
2PM
?
Broken & Old Phone
Customized2nd Phone
CollectResearch
Feedback
with Nokia
with Nokia
Local Recycle Factory
More Job Opportunities
Reward
Reuse
Free SMS
Talking Minutes
Free Apps & GameAPP
Recycle
Click to watch the scenario video Click to watch the scenario video
Customized 2nd-hand phones plays an important role in developing coun-tries. 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 bro-ken phones will be sent to local recycle center, such creating not only extra profit but also more jobs for the locals.
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.
ECO SYSTEM
FEEDBACK SYSTEM
URBAN PLAY02
User-Research Based Compaign Design for Helsinki CityUniversity of Art and Design Helsinki, 2010
Urban Play is a campaign deisgn. The core of the concept is playful interven-tions 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.
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
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.
INTERVENTIONS IN PUBLIC SPACE
CONCEPT DESIGN PROCESS
WORLD DESIGNCAPTIAL
Helsinki 2012
Public / Private
IdeationInterpretation of Data
• Design Probes • Video Observation • Focus Group Meeting
ConceptDeep Dive
Focus >
Phase >
Mother’s territory Families
User Study
Separation / Integration
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.
DESIGN PROBES
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.
STUDY GROUP
| USER STUDY
In the perfect world I wouldn’t worry about other people’s reactions when my baby cries or when I breastfeed.
( from dreambox )
“ “
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.
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 ofseparation 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.
VIDEO OBSERVATION
FOCUS GROUP MEETING
This looks too much like a playground, it would scare away normal customers...
“ “
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.
DATA INTERPRETATION
Mothers want to :• be integrated• blend in• feel welcome• feel safe
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.
| THE CONCEPT
SCENARIO | Creating social interaction between strangers in public spaces of short term waiting.
1. 2. 3.
6.5.4.
Liisa, her son Tomi and Mr. Joki take the same bus every day. Still they don’t know each other.
One morning, there is a surprise at the stop. What a joy for Tomi!
The three don’t enjoy waiting and especially Tomi gets bored and cries easily.
While watching Tomi, Liisa and Mr. Joki exchange a few words about this great new concept for tram stops.
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
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.
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
WEBSITE
upload pictures to the
nominate a place forUrban Play
Already a member?user name
password
MOVVGLI03User Experience and SmartPhone Service App DesignAalto University School of Art and Design, 2010
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.
WHAT IS MOWGLI ?
4Ds UNIVERSAL MODEL4ds model was posed by professor Peter Mcgarry, which was applied in this project to clarify the value that Mowgli provide to the users.
0D
1D
2D
3D
New Adventure Experience
Purpose
Escape to the wild and sense the spirit. Find peace and relaxation in nature.
Value
Learn what is around you and share your experience with your friends
Principles / Process
Web-based community portal, smartphone application
Product
Teamwork with: Federico Poggioli, from Italy Samuli Makinen, from FinlandMatias Halmeenmaki, from Finlandand Noel Lam, from Hong Kong.
MOWGLI
START THE JOURNEY WITH MOWGLI
First, get a smartphone, create an account on the Mowgli website
Searching the routes by your preferance. e.g, 3 days vacation for a short distance hiking in Helsinki
Helsinki
M O W G LI
Chose desired experiences for the trip, those will be shown on the map
After customizing your own trip sync the data to your smartphone
Don’t forget to bring your smartphone
Go on the trip!!
See the Autumn in Spring
You can record the bird’s singing, Mowgli will analyse it and show you what bird it is !
While you hit on the route, Mowgli has two main functions helping you to exploer nature, which are the Time Machine and Identifier.
THE TIME MACHINE and IDENTIFIERAND
MOWGLI
MOWGLI
See 50 years ago
If you see animal’s trace like footprints, you can search videos to see how the animal left it.
Just taking photos, Mowgli can tell you the variety of Plant. Mowgli ensures you not to pick poisonous mushrooms.
After your adventure you may publish your whole adventure log for the community, or only your friends to see.
Click to the introduction video
?
Mowgli also provids GPS connection, keeping track on your position in case of an accident.
SLIM VVIDE04
Laptop Customization Design ProjectThe ODM project for Quanta Computer, 2008 -2009
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 pro-duces laptops, and sells them to multipul brands companies, which have own brands and market channels but are not capable of designing and producing laptops.
This ODM project aimed to desing a laptop, cus-tomizing it to different brand clients by making distinctions for the looks. The main challenge was keeping the costs low to fit the clients’ satisfica-tions, finding other ways to differentiate the im-ages rather than modifying the mold.
OBJECTIVES AND CHALLENGES
Design and research in Taiwan
Produce in China
BRANDS
Brand companies order the laptops and sell them through their channels
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.
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.
Image pictures
TARGET GROUP
MARKET POSITIONING High-end
Low-end
Soft Hard
IDEA SKETCH
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.
PROPOSALS
IMD TECHNOLOGYIn 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.
The film can be designed with various patterns to differentiate the looks.
Other pattern designs
Replace
SOLVING PRODUCTION PROBLEMSAfter 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
Issues marked by mechanic engineers and mold engineer
ID 3D model building
Mold flow Welding lines
ME inspetion for production
This project imported IMR technol-ogy 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-Ger-many, Haier-China, Founder-China, Gigabyte-Taiwan, and also sold in many countries such as South Af-rica, South America and so on.
INTERNATIONAL WORK
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.
Tech support by Japan
Designed in Taiwan
Produced in Chana
FINAL OUTCOMEThe 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-silvercontrast interior
Streamline form touch pad
One-pieceindicator
Half-low hinge type
Back-litpower button
ACHIEVEMENTDue 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.
FLIP !05Usability-Research Based Smartphone Design
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 gen-erating ideas for the concept.
From the research all the smartphone functions were listed, we found even though a smartphone provides plenty of func-tions, only a few functions are frequently used in different situ-ations. For example, Business workers often send and receive e-mail; travellers look up the travel info in most of time.
WHAT A SMARTPHONE CAN DO?
FINDINGS
document editing
GPS
on-line booking
transportation
reading
game
Chatting
trading
music
Cumsemer product design for Quanta Computer, 2008
IDEATION
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.
FINAL CONCEPT
One click
on-line booking
Chatting
music
Different color changed by the function modes
reading
game
The key board panel is translucent, the color-change LED lights from behind.
PURE06The Air-Conditioner Design for SAMPO Co., 2005
The air-conditioner has sensor to detect the room temperature, and display on the bar with different color. Compared to tra-ditional digit number display, the color bar is more intuitive, and more clear for users to check the temperature from a distance.
SIMPLE AND CLEAN
COLOR-CHANGED DISPLAY
16-22 °C
23-26 °C
27-32 °C
The new color bar display is more intuitive and can be seen from distance
The design has received Good Design winner and Taiwan Symbol of Excellence in 2005. The color temperature dis-play has annunced utility model and new design patent.
AWARD
GD MARK AWARD WINNER
TAIWAN SYMBOL OF EXCELLENCE 2005.
Patent of Utility Model No.M254571 and New Desing No.D115248, 2005.
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-hid-den displayed icon gives noble and clear visibility.
One of the major home appliance producers in Taiwan
The Blender Design for SAMPO Corporation , 2005
CLAIRE07LIKE AN ELEGANT LADYCLAIRE 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 po-nytail, and the bottom part outlines a skirt shape.
HOUMOROUS and EMOTIONALIn 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 re-duce noises when the machine operates.
CUBICAMThe Conceptual Digital Camera Design For SAMPO corporation, 2005
FUTURISTIC CAMERA
FUNCTIONS ON EACH SIDE
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.
As for the functions on each surface, the buttons on the back surface is control interface; the top side is rotatable LCD
Six sufaces with six functions.
08
screen; it also can play music with wireless earphone on the left and right side surfaces. The bottom side is for storing bat-tery and memory card.
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.
THE BOOK09
The Conceptual Design of Laptop PC For Product Design Center, Quanta Computer, 2008
THE ESSENCE OF BOOK ORIENTAL STYLEThe design aims to reversed a laptop to its original status. The thinking process linked com-puter to book and to paper, then The purpose of paper is to carry information to that paper was invented by a chinese scientist.
The form was inspired by a pile of paper bound with ropes for carrying, Thus Chinese style was intended to assigned into the design.
10Conceptual Graphic Tool Kit for Children EducationBachlor Thesis at Taiwan Universty of Science and Technology, 2002
DUCKY
EDUCATION KILLS CREATIVITY?
DESIGN DRIVERS
FINDINGS
In the first stage, a user-research was conducted by visit-ing 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.
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
Language& Social subjects
Math & Science
Flexible Sports Music, Art & Handicrafts
The hours of the subjectallocation in a week at primary schools in Taiwan12 9
4 3 3
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.
ADVANTURE AND STORY TELLING
GRAPHIC TOOL KIT
Explore the world with camera like an advanture
1
2
3
4
6
5
Explore the world with camera like an advanture
Synchronize with digi-album
Take beautiful pictures as trophies
Share story and pictures with others
Draw, edit and com-bine pictures, linking them to be a story
‘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.
The camera looks like a telescope, through the filters function children can see dif-ferent 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.
