pJ I Ig Pei Jung Design
Product • Graphic • Design strategy • Brand Research & Design
pJ I Ig Pei Jung Design
Academic Background
Technical and Skills
Savannah College of Art and Design
• Mandarin Chinese (native speaker)
MA Design Management, expected 2012
• Computer design programs: Adobe Photoshop, Illustrator,
GPA/ 4.0
InDesign, After Effects, Adobe Premier, Imove, PhotoImpact
Ohio State University, Columbus, Ohio BSD in Industrial Design, 2011 Minor: Economy
GPA/3.6
735 Walden Lane, Savannah Georgia, 31405 703 415 6606 peggylee1102@gmail.com http://issuu.com/peggy_lee
view 360 • Microsoft programs: Words, Excel, and Powerpoint
Activities
Project experiences
• Member of Golden Key International
• International Houseware Competition, 09
Honour Society 2007-present Pei-Jung (Peggy) Lee
• Computer 3D programs: Rhino, Solidworks, Hypershot, Photo
• Member of The National Society of Collegiate Scholars 2007-present • Volunteer participant in OSU Design 40 Celebration Event, 2008 • Secretary of Taiwanese Student Association at OSU, 2008-2009 • Held and arranged TWSA Annual Basketball Tournament, 2009 • Study Abroad in Essen Germany Au 2010
• International collaborative project for Motorola project, Au 10 • Creative project for Ault Technologies LLC, Au 2010 • Electrolux Design Lab Competition, Sp 10 • Royal Sovereign, Portable AC Competition, Sp 2010 • Internship at Fortune Grand Technology lnc 2010, 2011 • Project with 3M Co. Wi 2010 • Business Strategy Design Traning Certificate 2011 • Project with Mettler Toledo, lnc 2011 • Project with EPIC (Ethnography Praxi with Industry Conference) 2012
Research Product Graphic Video
Marketing Business strategy Business Model Branding Collaboration Communication Chumility
Design
Management Design Management
Design Strategy
Industrial Design Visual Communication Branding Strategy
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Design Strategy Healthy Fast Food in Convenience Store
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Healthy Fast Food in Convenience Store There are many kinds of food choices available to all the consumers in the city of Savannah. And, fast food is one of the popular foods people like to eat. For students who want to get fast foods, they usually do not go to a convenience store. Instead, they like to have their fast foods at McDonalds, Burger King, or KFC. In this project, we aim to find solutions for conveniences store to provide nutrient fasts foods, healthy, and promoting a positive behavior for students to choose their foods wisely.
Giving freedom of choice to customers to select and make their own food is being practiced by franchises such as subway. However, what was missing is the lack of awareness about nutrition when customers are selecting and combining different ingredients of their meal. Moreover, Convenience stores are more a place to grab drinks or quick foods such as hot dogs. And the important factor, students, the consumer who has limited budget still likes to get foods they like at the same time.
We have three decisive factors that make the healthy fast food idea even more difficult to practice: Nutritious Fast food, Students’
Based on preliminary insights, the fast food situation consists of areas: Quality, Health, Cost, and Accessibility. Each of these factors plays a different role in the consumer decision-making process.
attitudes and behavior, and the Convenience Store environment. People have different perspectives of eating healthy foods since everyone has a unique food preference. It is a challenge to satisfy all consumers’ expectation of fast healthy food and still maintain its quality.
Research
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Analysis
This project is done by group of 3 people
Synthesis
Prototype
Product Co ll
ab
o nti Fu
Design Brief
na lity
In
re Sto
ora tio De sign n sig pla ns n tra ning teg ies
De
Transp arentcy Build costom ers trus t
Process system
Convience Store Direction
Healthy Food c
O b In se te rv rv at ie io w n /S / ur ve y
Secondary
Primary
Poss ib
le So
lutio
n
Design opportunities
Ch
Savannah Georgia
Development
an Th gi ng It is is is m n ab o in ds ou t a et t _ bo __ ut __ __ _ __ _
Reframe
Prob
Bro
e dat a / Pa ttern s
/
es hur
Arran g
ine Onl
k/ Boo
d an s e ed or ect Se t s n nd con i F t ge eas ing Id t a r e Gen s ce
i rv
Fast Food
t nsigh
Set Scope and
I rea / lem A
Research
Mobil
Synthesis Analysis 9
Research What do you buy from convenience store?
What determines the quality of food for you?
Where do you usually purchase your food?
Survey Insight :
• From our suervey, we found that people do get fast food from convenience store!
Snacks (ex: Cookies, Chips, etc)
Sweets (ex: Donut, etc)
Fast Foods (ex: Hot dog, Sandwich etc)
Beverages (ex: Beer, Coffee, Soft drinks, etc)
Franchise fast food (ex: Burger King, MacDonald’s, KFC, etc
Local fast food (ex: Zunzi’s, Back in the Day, etc
Convenience store
$5-10 I avoid eating fast food
Convenient
Cheap
Healthy
I eat fast food most of the times
School
If you dine outside, how much do you normally spend on a single meal?
$15-20
Expensive
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Organic ingredients
I occasionally eat fast food
Tasty
customers.
Freshness
I rarely eat fast food
Unhealthy
In our observation, we found that most of the convenience store foods are usually not nutritious or it does not indicate any nutrition facts on their package. Moreover, outside appearances of the convenience store are usually not attractive to the
Nutrition facts
How do you describe your fast food habits?
How would you describe fast food products?
• People usually spend $5-10 for each meal and there are high rate of student eating fast food weekly
Observation Insight:
Tasty
More than $20
• There are more people buying fast food in convenience stores than local fast food places.
Less than $5
I cook at home
Analysis Business model of finalcial allocation
My emotional side of decision making for buying foods
My rational side of decision making for buying foods
Affinity diagram and Mapping insight • It’s not about making fast food healthy. It’s about helping people to make healthy food choices • It’s not about healthy food. It’s about keeping people away from harmful food. • It’s not about making healthy fast food, It’s about developing a healthy fast food experience
What happen to the money I pay for food?
I have a basic understanding of good food, but I can’t tell if it is good for me
I pay average of $5-7 for a meal My parents & I make decisions about the food based on its brand When i have car, I have more food options. Otherwise I walk to the nearest food place
I cook by myself, but it takes time I like healthy, clean, colorful, fresh food I think most C-stores don’t have very friendly environment
I can’t be sure about the food quality in c-store
I like to have more interaction when I buy food
Developement Generating ideas: Initial concept to refinement • Partner with local farmers to receive local food recipe and fresh vegetables/fruits from farmers. Distinguish different types of food in different color of boxes. The food will be packaged under one brand and shipped to convenience store. • To have a modular system so our product can fit in different sizes of convenience stores. The interaction screen on the top will display information.
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Final Deliveries
A healthy food brand that will be promoted in convenience stores with mobil apps, transparent food process system for customers and modular products that will be used in the convenience store.
dearFood is a healthy food brand that will be promoted in convenience stores
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Mobile Apps for customers to easily find our store locations and get connects with dearFood
The modular product that will be placed in the store and serve foods with a fresh food slicer and a seating area in the back
The interaction screen on the top of our modular system product will show transparency in our food process from the food sources to how it is deliver to the store Packaged in different colors according to the type of
Because there are different sizes of convenience stores, products will be shipped to stores depending on what kind of product the store needs.
Recipe
Fee’s Local Food
W Producer
E S
Bob’s farm
Fresh vegetables and fruits
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Industrial Design Moisture Analyzer Mettler Toledo Royal Sovereign Portable AC
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Moisture Analyzer Mettler Toledo
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Modeled in Solidworks, Rendered in Photoview 360
Project Overview
Mettler Toledo Moisture Analyzer
Plastic Indistry
Pharmacist
Food Quality Assurance
What is a moisture analyzer? A device that determines the amount of moisture in a particular sample. It is typically used within the food, pharmaceutical, and plastics industries. The goal of the project is to redesign the current market moisture analyzer for Mettler Toledo. There is a strong opportunity for innovation and development for the moisture analyzer because it is a more recent product on the market in comparison to other laboratory equipment. Also, moisture analyzers make up only 5% of Mettler Toledo’s product sales, creating an opportunity to increase profit by expanding the market to industries other than the pharmaceutical, plastics, and food industries. We want to influence customers that a moisture analyzer is a valuable piece of equipment. The plan is to develop an innovative solution that will be more compact, efficient, and intuitive. A compact moisture analyzer will reduce the amount of surface space used within a laboratory. The product will be much more efficient than using a conventional oven by reducing the amount of time to prepare and bake the sample. Finally, the interface design should be more intuitive to use so training can be limited to a minimum to save both time and money.
Ohio State University in collaboration with Mettler Toledo17
Research Secondary Research with Competitors
Sartorius
Ohaus
Denver Instrument
Know the competitor’s strengths and weaknesses. Primary Research Insights and discoveries about design opportunities and the moisture analyzer market segments. Understand the user’s issues with current device they have in their lab.
Generating ideas/ sketches After our field and secondary research, we generated different ideas and sketched out our ideas.
Midterm Mock up We presented our initial ideas to Mettler Toldeo with presentations and mock ups.
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Nutrition Program
Scientist Food Industries Center
Wyandot Lnc food products
Refinement We explored a variety of different shapes before deciding that our original form was the best solution.
User testing For levelling concerns, what does up and down mean to users? Six user testing models were created to collect people’s opinions about what is the most intuitive way for users to level the equipment.
Final ideas exploration We sketched out more ideas of how the device should be designed that is intuitive and easy to understand for our users. The sketches are base on our refined direction and form.
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For the customer concerned with quality, Mettler Toledo has high value innovative instruments with fast, efficient, and reliable technology. Compared to its competitors, our moisture analyzer allows the user to see the sample as it heats, includes intuitive leveling, and is easy to clean. Finger grips
Ventilation
Transparent glass Handle for carrying
Leveling knob
Adjustable interface
USB
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Mettler Toledo’s expectations
• A moisture analyzer is usually expensive • Cost saving-less sample wastes with grinded samples
• FDA leveling-phamacy book • Accuracy is critiqcal issue. A company might get suit if the data is not currect
• Minimization of footprint • Easier to move the device Economic
Legal
Moisture Analyzer
Environment
• Faster more efficentquick cleaning
Transport • The model has not been improved in 12 years. Need to Technology incoporate new technoloy into the new design
Market
• Market competitors such as Sartorius, Ohaus and Denver Instrutment
Our project deliveris • Reduce traning time • MT GrinderReduce process steps and increase efficiency • Error free leveling is improved/accurate • Sample will be more accurate with stable surface , and cleaning
Economic
Legal
Transport
Moisture Analyzer
• Flat surface can be easily Environment removed and clean • Transparent glass for easy monitoring processing sample
• Lighter and smaller footprint • User frendly handle and grips
• Data security-USB password Technology • Canteliver Design • Redesign of interface • Auto Leveling
Market
• Option of customizable heating elements-expand market • Incoporate new technology 21
Royal Sovereign Portable AC
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Modeled in Solidworks, Rendered in Photoview 360
Disperse Why?
Before
After
Disperse is a portable air conditioner which expands air flow to cool a room more efficiently
How? Corn-shaped fan enclosure and adjustable grill louvers allow air flow to be controlled vertically and horizontally
Disperse can expand air flow to top and sides. By branching out air flow, room can be cooled faster and more efficiently
Portability? Disperse has retractable handle and caster wheels that make moving the unite very easy. Built in handles on the back allows users to lift up air conditioner
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Visual Communication Infographic Questioning the Mainstream: Urban & Suburban
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Questioning the Mainstream: Urban & Suburban Does one benefit the environment and themselves by living in the suburb? ...or is it just a personal choose?
Expensive Budget Compact development Do not facilitate travel Health issue
Do not increase Health issue housing choice
emissions
skyscraper puts out 5.4 tonnes CO2 perCO2 person per year
Difficult
Budget Difficult
greenhouse gas
Tighter Space
greenhouse gas
make pollution and traffic congestion Health issue worse
Budget
greenhouse gas
high level of urbanisation is associated with increased risk of Compact psychosis and depression in both men and women
Trapping more people into a tighter space can only make pollution and traffic congestion worse
Tighter Space
Difficult
Compact
Difficult
on average in the U.S., moving a passenger1 mile in an auto uses less energy, and produces less emissions, per passenger-mile (1 person/ mile) than carrying that person one mile in an urb
CO2
psychosis and depression problem
Air pollution CO2
Infographic
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In this poster, I incoprorate text and graphics together to visually communicate with the audience.
ban transit bus
United States as a whole has plenty of land to grow on, since not even 5 percent of its total land has been developed
If we are to reduce our urban energy and water footprint by individually collecting localised solar energy and rainwater it appears reasonable that this will only be practical in CO2 low density areas
Yards filled with trees and shrubs absorb dust and chemicals It's true some farms and forests have been converted into subdivisions, but right now suburban and exurban development is flat
According to research people in the suburbs are, more sociable than those in the urban environment Americans enjoy privacy, space, leisure time and choice that were once available only to the richest of the rich.
social problem
Average greenhouse emissions for detached housing 2.9 tonnes CO2 CO2 per person per year
Air pollution
social problem
CO2
Air pollution CO2
To make the poster more engaging and inviting, I decided to have a flipable Icon on top of some important enviromental issues in urban and suburban areas such as psychosis, air pollution, and social problem.
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Questioning the Mainstream: Urban & Suburban Does one benefit the environment and themselves by living in the suburb? ...or is it just a personal choose?
Expensive Budget Compact development Do not facilitate travel Health issue
Do not increase Health issue housing choice
emissions
skyscraper puts out 5.4 tonnes CO2 per person per year
Difficult
Budget Difficult
greenhouse gas
Tighter Space
greenhouse gas
make pollution and traffic congestion Health issue worse
Budget
greenhouse gas
high level of urbanisation is associated with increased risk of Compact psychosis and depression in both men and women
Trapping more people into a tighter space can only make pollution and traffic congestion worse
Tighter Space
Difficult
Compact
Difficult
on average in the U.S., moving a passenger1 mile in an auto uses less energy, and produces less emissions, per passenger-mile (1 person/ mile) than carrying that person one mile in an urb
CO2
psychosis and depression problem
Air pollution CO2
Infographic
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In this poster, I incoprorate text and graphics together to visually communicate with the audience.
ban transit bus
United States as a whole has plenty of land to grow on, since not even 5 percent of its total land has been developed
If we are to reduce our urban energy and water footprint by individually collecting localised solar energy and rainwater it appears reasonable that this will only be practical in low density areas
Yards filled with trees and shrubs absorb dust and chemicals It's true some farms and forests have been converted into subdivisions, but right now suburban and exurban development is flat
According to research people in the suburbs are, more sociable than those in the urban environment Americans enjoy privacy, space, leisure time and choice that were once available only to the richest of the rich.
social problem
Average greenhouse emissions for detached housing 2.9 tonnes CO2 per person per year
Air pollution
social problem
CO2
Air pollution CO2
To make the poster more engaging and inviting, I decided to have a flipable Icon on top of some important enviromental issues in urban and suburban areas such as psychosis, air pollution, and social problem.
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Branding Kodak Brand Identify and Evaluate
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1884 Eastman Dry Plate Company
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Kodak Brand Identify and Evaluate The project
bring up Kodak’s film and camera business. They did everything to get into the digital market in the area of consumer, professional cameras, software, projectors, and printing paper.
In our project, we examined Eastman Kodak Company to discover Kodak’s future market opportunities.
However, when Kodak entered the digital industry they forgot about
the digital value chain does not function like the traditional market.
We first familiarize ourselves with Eastman Kodak Company with its
history, market directions, customer segments, products and services. We also did our research on its news and articles to understand Eastman Kodak’s financial problem and current market issues. The problem
“ The more successfully you use a way of working, the stronger your culture is, which is a great strength right up to the time when you need to change” ,says Clayton Christensen, a professor at Harvard Business School.
George Fisher, Kodak’s CEO in 1990s, thinks that the digital camera can
All innovation is hard. Reinventing your entire business is the hardest.
Branding Approaches
• Packaging • Color • Applications • Business card and more
• Brand positioning • Creating stories and metaphors • Brand portfolio strategy • Brand personality, tone and manners
Design
• To analyse marketing and brand performance •Brand valuation
People Insight
Eastmen Kodak
Brand Strategy
Analytic
• Know people’s behaviors • Trends that affect people • Decode customer’s insight • What, when, and why they want things
People Journey
Market
• User experience • Brand Experience • Internal brand building
• Creating and developing new business opportunities, market, product or service
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Evaluating Kodak brand Rational brand attributes
Profound: A brand that has a strong culture and expend itself to wide rage of market
Motivated: A brand that explores new markets continuously
Emotional brand attributes
Tenacious: A brand that never stops moving forward even in its business downturn
Artful: A brand that allows people to create their meaningful memories through an artistic way
Energetic: A brand that is active and inspires people to be creative
Sincere-: A brand that is honest and cares about its customers.
Segments: Consumer digital imaging group (CDG) Film Photo Finishing and Entertainment Group (FPEG) Graphics Communication Group (GCG) Profound, Motivated, Energetic
Motivated, Energetic
Profound, Motivated, Sincere
Customer Persona Creating customer persona to help us visualize our customer’s need and really design for them New parents 34
Business
Elderly
Teenagers
Kodak products encourage people to be creative and satisfy customer’s artistic spirit. From films to images, services and more. As our founder’s goal to make photography convenient and intuitive, Kodak now wants to turn the everyday point and click photographer into an artist!
1975, The first digital camera 35
Research Kodak brand and its competitors Survey method-Semantic differential The selection point is to be based on the feeling they have between the brand and two opposite words with definitions The closer their selection is to a word, the stronger they feel the brand is associated with that word and definition
Brand comparison In our survey, we compare each brand’s logo, store exterior, interior and its products.
Opposites
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Profoun d
RA Mo tiv a
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L A
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L A
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EM
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tes – On Brand
ere Sinc
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Mo tiv a
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En er g
N
bu Attri RA
EM
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Profoun d
Artful
TI
TI
RA Mo tiv a
T
= Activity (Active/Passive)
O
= Potency (Strong/Weak)
Profoun d
EM
= Evaluation (Good/Bad)
ere Sinc
O
Insincere
ic
En er g
Sincere
et
EM
TI
A brand that is honest and cares about its customers
O
Inert
N
ere Sinc
ous
Energetic
O
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tes – On Brand
aci Ten
A brand that is active and inspires people to be creative
AL
aci Ten
P
Artless
bu Attri
tes – On Brand
AL
A
Artful
FujiFilm-exterior bu Attri
d te
E
A brand that allows people to create their meaningful memories in an artistic way
N
E M O T I O N A L
O
Yielding
ous
Tenacious
aci Ten
A brand that allows people to create their meaningful memories in an artistic way
AL
P
d te
Aimless
N
Motivated
O
A brand that never stops moving forward even in its business downturn
AL
A
d te
Profound
N
A brand that has a strong culture and extends itself to a wide range of markets
O
E
Artful
On Brand
R A T I O N A L
E P A
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Attributes
En er g
EPA
Example of store exterior survey
EM
After conducting surveys, we collected, analyzed, and visualized our data to help us compare each brand’s strength and weakness
Example of brand logo survey
Artful
Visualizing Data
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AL
RA
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Insights/ Reframe for Design Opportunities
Personal and family
Teenager
Kids
Elderly
Adult
Parents pick the product/ pictures
Starting to learn about different brands/Prefer High technology product
Not Familiar with Kodak /Prefer High technology product
Familiar Kodak Brand/
Family/memories
Friends/Family/Memories
Marriage/Family/Memories
Family/Memories
Business strategies
ABC by Kodak
Stage 1
Printing centre + Art Class
Stage 2
Family Printing service
Rent location for the art class Try to get the public familiar with the brand first
Open printing service store that is specific to families
Family Activities, such as making album/scrap books together Children’s art class: take pictures, print it, make it Everything will be provided in the class for students to use such as cameras, printers, printing paper and more (Kodak’s products)
Continue with art classes to allow the public to be familiar with the new brand
Kodak will rebuild the brand image by allowing customers to try different Kodak product through art classes that we provide The new brand will be familiarized as a family, friendly and sociable brand.
Stage 3
ABC
When the brand becomes more established, the brand will stand alone from Kodak as a trust worthy brand.
Slowly transfer the production line of printing services and products to only show the ABC logo
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prinique print unique
family
friends
Rational brand attributes
Emotional brand attributes
Sincerely:
Progressive:
Unique:
A brand that cares about consumers’ needs and tries to meet customer’s satisfaction
A brand that embarks on a track of steady development all the time
A brand that aims to offer professional services and products with a friendly, sociable environment
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Sociable:
Pleasurable:
Vibrant:
A brand that is actively involved in being a bridge to link positive relations among families and friends
A brand that aims to please their customers and give them meaningful time for their families and friends
A brand that is leading life with enthusiasm
Book cover
Sincerely
Bookmark
Unique
Family Friends
Pleasurable
Vibrant
Sincerely
Business card
Progressive
Pleasurable Progressive
Family
Friends
prinique by Kodak
Vibrant
Unique
Progressive
Unique
Vibrant
Unique
Friends
Pleasurable
Vibrant
Sociable Progressive Friends
Unique
Family
Friends
Poster
We care about our people
Friends
We care about our people
Family
prinique by Kodak
Unique
prinique by Kodak
Unique
Family
Friends
Unique
Family
Friends
prinique by Kodak Unique
Family
Friends prinique by Kodak
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pJ I Ig Pei Jung Design
Thank you for your time!
Pei-Jung (Peggy) Lee 735 Walden Lane, Savannah Georgia, 31405 703 415 6606 peggylee1102@gmail.com http://issuu.com/peggy_lee
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