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Emily Cheng | Design Portfolio 2017 1
EMILYCHENGDESIGN PORTFOLIO
www.emilyatcheng.com | [email protected]
Emily Cheng | Design Portfolio 2017 2
TABLE OF CONTENT
0304
051319
2528
INTRODUCTIONAboutCV
SELECTED PROJECTSMiLO / Samsung HQStacked / Sainsbury’sCuzi / Imperial College London
RESEARCH / VOLUNTEERSolo DiningService Design Fringe Festival
Emily Cheng | Design Portfolio 2017 3
I’m a service/experience designer with a background in visual communication design. My strength is in research analysis and detailed artistry in visualisation, additional skills including social media marketing, project management, and workshop facilitation. With 4 years of professional experience, working across disciplines from branding, packaging to UI/UX design. Previous clients are mostly from FMCG and luxury brand industry, including Diageo and Tudor, which I have developed a strong passion for transforming brand values into tangible interactions with the end customers. I am enthusiastic, self-motivated, and organised. Besides art and design, I am also passionate about emerging technology, psychology, and neuroscience, which have a strong influence on my professional practice.
When not designing, you may find me at various experimental venues, or playing with food and photography.
INTRODUCTION ABOUT
VISUAL GRAPHICS BRAND IDENTITYPACKAGING UI & UX DESIGN STRATEGYEXPERIENCE DESIGNSERVICE DESIGN
3
Emily Cheng | Design Portfolio 2017 4
Royal College of Art | London, UKMA Service DesignApplied service design methodology to influence creative strategic work from a holistic human-centric perspective. Project partners including Lambeth Council, Sainsbury’s, Samsung HQ, RCA Fashion Design Programme and Imperial College London.
University of Washington | Seattle, WABFA Visual Communication DesignWith a strong emphasis on the conception, creation, planning and realisation of visual solutions towards complex problems in contemporary culture. Programme curriculum includes typography, information design, exhibition design, publication design, interaction design, and visual methods/processes.
UW Rome Centre | Rome, ItalySummer Study Abroad5-week study abroad programme in Rome, Italy, focusing on architecture, art history, advanced photography, book making and design.
Visual / Web DesignerService Design Fringe Festival | London, UKEstablished a consistent visual language for the festival across multiple communication channels and physical spaces. Created brand identity and its first official website enhance online presence.
Account ExecutiveOgilvy Public Relations | Taipei, TaiwanContent creation and monitoring of social media platforms for client’s 7 global markets; project/client management, event organisation, media & 3rd party coordination. Clients include Diageo (Johnnie Walker), TUDOR, Taiwan External Trade Development Council, etc.
Packaging DesignerTang Brand Solution | Taipei, TaiwanCreated packaging design for leading food and consumer products of international brands. Assisted in marketing research and brand identity development. Also responsible for managing design matters with clients, including HSIN TUNG YANG, Hengan, Dan-D-Pak, etc.
Visual DesignerXue Xue Institute | Taipei, TaiwanCross department collaboration on in-house design projects and external client works. Projects varied from packaging, exhibition, to publication design. Responsible for concept development and post-production communication / monitoring.
Design MethodologyHuman Centred DesignResearch AnalysisDesign StrategyPersona User Experience DesignBranding & IdentityRapid PrototypeUser TestingCommunication & Public Speaking
SoftwareAdobe Creative SuiteSketchInVisionMS OfficeBasic HTML
* Full CV available upon request
LanguagesMandarin Chinese(native)
English(fluent)
Emily Cheng+44 [email protected]
EDUCATION
SERVICE, EXPERIENCE &
VISUAL DESIGN
SELECTEDWORKEXPERIENCE
SKILLS
September2015 –Present
April2016–September2016
August2006 –August2010
March2013–November2014
December2011–August2012
April2011–November2011
August2008 –September2008
INTRODUCTION CV
Emily Cheng | Design Portfolio 2017 5
MiLO
MiLO is an intelligent sidekick that constantly learns, providing personlised suggestions to enrich the transient and complex lives of digital natives. It is an AI-powered service system, was inspired by digital natives who are the future change makers, the early adopters and creators of new technology. To fulfill their needs, MiLO operates across all sectors, based on a point system that has partnerships with strong leaders in the market. It enables digital natives to live the lives they choose in an effortless and unique way. It offers customised advice at any moment,
leverageing their ability to go anywhere, pushing their boundaries to see more, do more, and be more. MiLO offers comfort, security and continuous connectivity. The more it knows about the users, the more personalised and personable its services.
Client: Samsung HQ
Time: Sept 2016 – Dec 2016
Team: Amal Hmayed, Kyungdae Park, Sandee Usanachitt
My Role: User Researcher, Design Strategist, Information Architect, PM, Brand Designer
Tutor: Nick de Leon
What if your sidekick goes digital, and is embedded in a smartphone? Could it be capable of transforming your entire connected world, perhaps even making you a hero?
5
Emily Cheng | Design Portfolio 2017 6
UNDERSTANDING AI LANDSCAPE & ANALYSIS
Our research began from understanding how AI works, its capabilities, challenges, and examining other competitors’ products. Based on our analysis, we identified business opportunitiy for Samsung by integrating the AI platform in its own ecosystem, connecting with existing home appliances and wearable devices.
Competitor Characteristics
Competitor Interactions
SO
WT
• Integrated with Samsung home appliances, wearable devices (own ecosystem)• Loyal customers• Acquisition of ViV• Leading Android smartphones
• Emerging customer group: Digital Natives• Potential switch of other Android users• Competitive pricing• Learn from competitors
• Slower initiator• Relying on Android platform (identity crashed)• No aliance / partners• Brand image (distant, more serious)
• Highly competitive market (many AI products)• Google Pixel Phone & Assistant launched• Current negative brand reputation (safety concerns)
Emily Cheng | Design Portfolio 2017 7
living outside their country of birth
Transient Lif estyle
15 Homes 17 Jobs
250Mof the consume rs
in 2020
40%of workforce
in 2025
27%
Technology Dependen tS eek Uniqueness
UNDERSTANDING DIGITAL NATIVES LIFESTYLE
Emily Cheng | Design Portfolio 2017 8
DEFINE & DEVELOP INTERVIEWS / WORKSHOPS
Co-design with digital natives and Samsung Product Design Team We conducted two co-creation workshops with both the potential users as well as Samsung HQ Product Design team.
What do the users want?1. Phyical & emotional security2. Non-intrusive technology3. Customised suggestions
What does Samsung want?1. AI platform solution, not a new physical product2. Potential partnerships3. Positioning as high-end brand
Emily Cheng | Design Portfolio 2017 9
Continuous CommunicationMiLO can communicate with others’ MiLO
Customised ServicesSimultaneous learning and givingtailored suggestions
Real-time updatesExtract information from the clouds
SOLUTION HIGHLIGHT FEATURES
9
Emily Cheng | Design Portfolio 2017 10
SOLUTION PLATFORM ARCHITECTURE
DataIntegration
Channel(Back-end)
InformationService Channel
(Front-end)
Display Devices
Evaluation & Optimization >
Percepts >
< Actions < Feedback
NaturalLanguage
Mobile Phone
Accessories
Home Appliances
Milo Platform
Personal CloudPC
Security InformationManagement Big Data Stores Machine Learning
& Analytics Intelligence
Cognitive Services
Data Factory
Bot Framework
Bixby
Knox
Data Catalog
Data LakeStore
SQL Data Warehouse
SQL
Machine Learning
Data LakeAnalytics
Stream Analytics
Transportation& Location FinancialE-mail &
Calendar
SocialMedia EntertainmentHealth
FriendsÕ Cloud (limited access)
FC
Samsung CloudSC
Public CloudPC
Transportation& Location FinancialE-mail &
Calendar
SocialMedia EntertainmentHealth
User DataStorage
OperationSystem
DeviceSetting
Travel &Transportation FinancialRetail
SocialMedia EntertainmentHealth
News& Weather HospitalityEducation
Emily Cheng | Design Portfolio 2017 11
• 24/7 support• Exclusive personable services available
• 24/7 support• Accessible on all devices• Customised services
SOLUTION INTELLIGENCE LEARNING & PARTNERSHIP
Emily Cheng | Design Portfolio 2017 12
Front StageInteraction
Phase
Location
CustomerActions
Line of visibility
Line of interaction
AWARE JOIN USE REPEAT
HOMETOWN (KOREA) NEW DESTINATION (LONDON) TRAVEL DSTN.
Bac
k St
age
Inte
ract
ion
Type ofInformation
Physical Environment
Phys
ical
Evid
ence
DigitalDevices
Friends’ Cloud
Public Cloud
Personal Cloud
Upgradingphone system
Connectingdevices
Direct connectionto friends’ cloud
Customizetheme Packing Going to airport Arrive at airport Arrive in
London Go to Airbnb Flat hunting Settling inPhysical viewing
Want to go on holiday
Decidelocation Booking flights Booking
accomodationItinerary planning Reunion
2 months later
SamsungOperation System
SamsungOperation System(theme store)
Device storage
Setting up
Pop-upnotification
Welcomescreen
Createaccount
Grant access(Contract)
On-boardingpreferences
Syncdevices
Personal Information (ie. contacts, photos, social medialocation, devices, financials, etc.)
Personal Interest
Types ofdevices
Devicestorage
Personalcontacts
Personalphoto / materials
Others’ info(Limited access)
Send request/ accept request
My Milotheme
Suggested things to pack;notify weight limit / weather
Notifying time to leave
Prompt torequest for uber
Pre-arrival check-in
Notify gatenumber,boarding time, and indoor navigation
Suggest to send notificationto favorite contactswhen arriving destination
Sends arrivalnotification
Suggest bestroute option Activate Milo
Virtualassistant(voice / text)
SuggestResult Virtual viewing
Arrangeviewing schedule
Connect with home devices Activate Milo
Browsesuggestions & confirm
Top 3 suggestions
Paymentconfirmation
Top 3 suggestions
Paymentconfirmation
Create curateditinerary
PersonalContacts
Luggage weightInventoryWeather
BoardingInformation
AccommodationBooking
Favorite contactsHousing photos/videosVR content
Matchschedule of agents/landlords and the user’s
Zoopla / Gumtree /Housing agentsSpareroom
Travel preference &history
Flight time/priceLoyalty points /Dietary preferences
Budget room type
Bank accountFlight info
Active levelInterestTravel historyEvents
Flight schedule(ontime/delay)current location
Personal preferences(budget, room type, travel distancesecurity, neighborhood, etc.)
AirportInformation
AirbnbGoogle mapCitymapper
Samsung 3rd party devices
Friends & Family Contacts
Zoopla / Gumtree / Housing agentsSpareroom / School / Google mapSecurity (police)
Social media (ie. Pinterest, Instagram)Tripadvisor, weather, skyscanner,Airline websites
Flight departure time / real-time traffic update
RetailorWeatherFlight itinerary
Uber / public transportationGoogleCitymapperFlight itineraryAirline website
InventoryE-mail CalendarE-tickets
E-mailCalendarE-tickets
Location Location / ContactsE-mailCalendarLocation
CalendarE-mail (school info)Bank / Social media
Other connected devices
Social mediaAirline membershipTravel history
S health Bank account Bank accountTravel history
Bank accountBank accountTravel historyInterest
Location
WeatherGoogleExpediaSkyscannerKayak
BankAirline (or other 3rd parties)
BankHotel (or other 3rd parties)
AirbnbTripadvisorBooking.com
Travel historyTravel history /Interest
LocationTravel historysocial mediaInterest
Location
Social mediaAirline membershipTravel history
Airline flightscheduleGoogle map
Friends’ accommodationlocation
Optional
SOLUTION SERVICE BLUEPRINT
Emily Cheng | Design Portfolio 2017 13
STACKED
“Stacked”, a dedicated shop that offers modular food-to-go system that provides customization of quality taste. Our design strategy is to leverage the existing strengths of Sainsbury’s, from being a market leader in groceries and offering quality fresh produce, to the food-to-go section. In parallel to the physical shop, Stacked will also offer pre-ordering service, which would allow the customers to easier manage their meals with a click at their fingertips.
By delivering this service, it also helps Sainsbury’s to reduce production cost, recreate brand perception and introducing a new target segment with premium economy products that are quality yet affordable.
Client: Sainsbury’s
Time: April 2016 – June 2016
Team: Eugenia Chen, Jia Xiang Chua
My Role: User Researcher, Design Strategist, UI/UX Design, Brand Designer
Tutor: Gus Desbarats
What is the future food-to-go experience for Sainsbury’s? How can Sainsbury’s better engage with urban workers during lunch time and fulfilling their needs?
13
Emily Cheng | Design Portfolio 2017 14
UNDERSTANDING FOOD TRENDS & CORPORATE CHALLENGES
Social Media InteractionDirect conversation with brands via social channels
Celebrity Chef InspirationIncreased exposure to TV chefs and experimental cooking
Change in Eating HabitsMore than 3 meals a day, eat whenever hungry and also appreciate sharing
Alternative Diet FocusGluten free, vegetarian, vegan, etc. Increasing concern for wellness
Low association with lunch
Making changes and localisation isn’t easy
Big database, hard to receive quality feedback
from customers
Consumers doesn’t see the quality offered
Sainsburys’ ChallengesFood Trends
Dominant Supermarket
Branding
Scalability is key
Data Driven
Quality Doesn’t
Translate
Emily Cheng | Design Portfolio 2017 15
UNDERSTANDING CURRENT EXPERIENCE & VOICE OF CUSTOMERS
Current Experience
1) Need to hurry back to work 2) Difficult to carry things3) Buying food for colleagues4) Unappetizing self-served salad bar5) Queuing in extremely narrow aisle
Lunch as fuel
“I only have 30 minutes for lunch, so I need
something quick and easy.” – Sam, 35 yrs
Being in control
“I need to know what’s inside my food and the nutrition information.”
– Sue, 26 yrs
Value for money
“I want something tasty & healthy but not too
expensive.” – Mark, 24yrs
Want to be heard
“Everything is catered to your tastes, and I can even vote for my favorites on Twitter.”
– Sally, 28 yrs
What do the customers say?
Efficiency / Empowerment / Value / Participatory
Emily Cheng | Design Portfolio 2017 16
DEFINE & IDEATION CO-CREATION WORKSHOPS
As a part of our research, we conducted 2 co-creation workshops with urban workers. First session was to understand their lifestyle, daily routine and meal preferences. Second session was to generate ideas together based on different activities we designed in advance. We prepared various props to facilitate conversations, including theme cards and reference photos to inspire creativity.
Emily Cheng | Design Portfolio 2017 17
SOLUTION PICK N’ MIX YOUR LUNCH
Quality
Freshest ingredients from the premium range
products
Healthy
No more processed food, back to basics
Easy & Simple
Easy to choose, easy to carry and easy to eat
Affordable
Customisation doesn’t have to be expensive
Base
SidesMain
STACKED – Count nutrients, not calories.With the new modular system, customers are able to create their own customised lunch box. There is also ‘Top 10 Recommendation Menus’ based on customers’ voting. Customers may either pop into the store, or simply order via the app.
How it works?
17
Emily Cheng | Design Portfolio 2017 18
SOLUTION PICK N’ MIX YOUR LUNCH
STACKED App: Key Screens
Sign up / Log in Home Order Customisation Order Confirmation Group Ordering
Emily Cheng | Design Portfolio 2017 19
CUZI
Cuzi is a smart integrated kitchen device, website and accompanying apps that help you manage what’s in your kitchen, how to best utilize what you have and automating your shopping to deliver you the best value with minimum effort.
It maintains a well stocked kitchen that helps you to save time or expense. It helps to monitor what items are present, which perishables need to be eaten, what can be made and what need to be reordered would prove invaluable to any household.
It also updates its records of the contents of your kitchen and also learns your purchasing patterns over time to help automate your shopping list even further and make helpful suggestions.
Partner: Imperial College London EMBA
Time: Jan 2016 – June 2016 (part-time)
Team: Sam Orton-Jay, Anish Joshi, Inna Lim, Sid Gupta, Aroon Baskaradas, Sean Koo
My Role: User Researcher, Workshop Facilitator, UX Designer, Brand Designer
Tutor: Bart Clarysse
How can we ease the process of household/grocery shopping? Would future smart kitchen enables a seamless experience to automated a more efficient and sustainable lifestyle?
19
Emily Cheng | Design Portfolio 2017 20
UNDERSTANDING GROCERY SHOPPING BEHAVIOUR
Online Shopping
Home Assistant Devices
Quality,Timely Food
Connected Devices
Pric
e
Kitchen / Food Focus
area ofopportunity
Competitor Landscape / Gap Analysis
Current Trends
What’s the problem?The way we manage the produce in our kitchens today is inefficient. We waste time, money, and food.
Weekly shopping time x2 compared 10 yrs ago
Grocery spending £85/wk per family
Household foodwaste 7.2 milliion tonnes/year
Emily Cheng | Design Portfolio 2017 21
DEFINE & CLARIFYPERSONA
Image source: CNN Money
Grocery shopping is a burden. I am always short of time, and I’d rather enjoy being with my family.
Sarah, 37 yrsFinancial Consultant
Married, living with her husband and son
Cooks 3-4 times/wkOnline + physical shoppingAvg spending: £100/wk
Main concern: Price, efficiency, quality
Technology
Cost Sensitivity
“”
STORE / CONSUMESHOPPINGPLANNING
Opening fridge to find out what’s left
Check shop history, add/remove items, confirm order
Delivery arrives, sort and put away
Meal plan, and decide online or physical shopping
Top-up shop at physical stores
Make meals and make note of expiry dates
If it’s too heavy, consider online shopping
Mobile / PC
Feels disorganised, planning failed
Grocery store
Forgot to use it in time!
Fridge
What’s the schedule this week?
Fridge, calendar (mobile)
Special deals!Check with partner
Mobile / PC
Annoying having to wait at home
Delivery service
PHASE
ACTION
EMOTION
THOUGHTS
TOUCH-POINTS
Emily Cheng | Design Portfolio 2017 22
DEFINE & IDEATION OBSERVATIONS & CO-CREATION WORKSHOPS
Key Insights:
1. Shopping experience satisfaction is low- Shopping is time consuming and much hassle- Convenience is the key- Planning ahead is difficult- Inconsistant experience between online vs offline shopping
2. Price Sensitive- Balance between quality food and reasonable budget- Necessary purchase vs impulsive purchase
3. Forget what they’ve bought- Fruits, vegetable and bread are most purchased items yet the most thrown away items- Struggle to know what others have bought
Emily Cheng | Design Portfolio 2017 23
SOLUTIONSMART KITCHEN SOLUTION
Revolutionizing the grocery shopping experience. An integrated system that will predict your needs.
An intelligent platform that would manage your shopping list, generate suggested recipes, and also help you to manage your food properly so you will never run out or forgot about using up your food in time.
Barcode Scanning
Bluetooth
Voice Recognition
Connected Application
Add items to shopping list
Automate shopping
Monitor inventory
Reduce waste, suggest meals
Emily Cheng | Design Portfolio 2017 24
We’re aiming for a future where Sainsbury’s can predict when you’ll need more groceries than usual. Where you’ll get your weekly shop delivered without even having to do anything. A few years ago Uber couldn’t have existed so anything is possible.
Mike Coupe, Sainsbury’s Chief Executive
SOLUTION INDUSTRY FEEDBACK
“
”
Emily Cheng | Design Portfolio 2017 25
SOLO DINING
According to Office for National Statistics, in 2015, one in a fourth of the population in the UK lives alone. The modernised society has led us to a more independent and solitary lifestyle – a social trend that Kenichi Ohmae has famously referred to as the ‘solo economy’. Businesses are shifting their targets from families to individual customers.
Through my dissertation research, I examined the solitary lifestyle through a specific aspect – eating alone in public. I question whether there is a universal
key to success to catering the solo diners? With the intersection of ‘people living in the city’ and ‘eating in public whilst alone’, there is an emerging service design need in this intervention. The purpose of this study aims to reevaluate current solutions, inspire businesses and researchers to identify potential future opportunities. Ultimately, as one of the many city dwellers, be more conscious of our consumption decisions and look at the way live differently.
Time: Jan 2016 – September 2016 (part-time)
Tutor: Maya Rae Oppenheimer
Publication / Speaker: 3rd International Conference on Food Design
How can we create a pleasant solo eating experience for city dwellers? How can full-service restaurants engage with single diners and reduce stigma for eating alone?
25
Emily Cheng | Design Portfolio 2017 26
UNDERSTANDING RISE OF SOLO ECONOMY
The three major trends of the 21st century – aging, low birth rate and internet connectivity – are merging into a huge economy. It has created an impressive “one-person economic boom” that is affecting everyone’s life, leading to unlimited new business opportunities.
What makes a good solo dining restaurant?
7.7 million
110%
1/4
27%
50%
1/3
living alone in the UK
increase in bookingsover past 2 years
UK population
eat alonemost days
Londoners
Kanada-Ya Japanese / £
Blixen Modern European / ££
Barrafina Spanish / £££
Princi Italian / £
Bocca Di Lupo Italian / ££
The Palomar Jerusalem / £££
eat without companion
Emily Cheng | Design Portfolio 2017 27
FIELD RESEARCH & ANALYSIS RESTAURANTS COMPARISON
To visualise and compare my dining experiences, I mapped out the emotion journey and also identified five key elements that are crucial defining a dining experience based on my conversation with other customers and restaurant staffs.
Time
Kanada-Ya
Price
InteractionComfort
Food
Time
Princi
Price
InteractionComfort
Food
Time
Blixen
Price
InteractionComfort
Food
Time
Bocca Di Lupo
Price
InteractionComfort
Food
Time
Price
InteractionComfort
Food
Time
The Pamolar
Price
InteractionComfort
Food
Emily Cheng | Design Portfolio 2017 28
SERVICE DESIGN FRINGE FESTIVAL
The Service Design Fringe Festival runs alongside the London Design Festival to showcase the game-changing work that service designers are doing in London.
In the 3rd year of Service Design Fringe Festival, I joined the core team and developed the brand identity and its first official website to enhance its online presence and awareness. www.sd-ldf.com
Time: April 2016 – September 2016My Role: Brand & Website Designer
How can service design community come together to exchange ideas?
Emily Cheng | Design Portfolio 2017 29
BE CURIOUS,
SEIZE OPPORTUNITIES
CREATE POSSIBILITIES
www.emilyatcheng.com | [email protected]