DESIGN MAP

Hi, I am Jianzhou Song. I am a designer focused on Design Research, Industrial Design and UX Design. If you have any questions about me and my works, feel free to contact me at jianzhousong@gmail.com. Design Map is a collection of my works. You can know more details about at www.jianzhousong.com. Enjoy!

A map is a testimony of human civilization exploration. Design Map documents my trip of exploring the design world as well. I believe that all design areas share the same principle, that is setting up positive connections between two different objects. That’s why I am intrested in a lot of different design areas. In Design Map, you can see all my works and what it is about. In general, all my works can be categorized into three different sections, product design, design research and visual communication. Again, hope you like it.

content

packageemotion

electronicsfurniture

cultureboomers

visual communicationresearh method

event hostingunder construction

boeing=B, kraft=K

spiral

weave

dreaming tree

whispereros

candy

q-wheel

deer chair

paper chair

swan light

designmap

gun control

b1

weather Map

who I am

smucker’s

p&gk1

visual system

MTRL2020

b2b3

b4

hosp.signs

k2

pkg.studio1

pkg.studio2

DESIGN MAP

design research

I have been working as a research assistant in live well collaborative for two years and have been involved into many interdisciplinary design studios. At the same time, I also worked as a teaching assistant in two package design studios. Those experiences lead me to explore how to apply design research into the product development process and how design research can drive the process flow.

In this section, I am going to focus on the design research method and the process instead of the final concept (confidential projects). I am going to discuss the design research method i have used in the last two years and talk about the thoughts I came up with during those experiences.

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UNDERSTANDING LIVE WELL

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+U

Our mission is to develop products and services that delight the 50+ consum-ers. We were formed as a response to meet the growing market opportunity of America’s aging population....

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...COMMDSGN

ARCH

NUTR

MKTG NSG

ENGR

Live well cooporates with top corporations in the world and help them to develop products or services for the boomers.

In every project, professors and students from different disciplines will work together, creating more valuable innovations.

”

UNDERSTANDING BOOMERS

DESIGN FOR BABY BOOMERS

HISTORY MADE BOOMERS & BOOMERS MADE HISTORY

LIVE WELL DESIGN PROCESS MODELMore details in http://www.livewellcollaborative.org/

0phase

Lead inidentify

Aftermathcontinue

Beginning of Quarter

End of Quarter

FinalConcept

Directions

Ideate

Conceptualize

Refine

Consumerand Member

Feedback

Team andProblem

Orientation

Inspirationaland

ExperientialResearch

PrimaryConsumerResearch

SecondaryConsumer and

ProductResearch

Synthesis and

Activation

4phase

1

32

What does success look like?

What happens afterwards?

Phase 0 - before the projectDuring the planning stage of a project the member identifies the problem space and collaborates with the LWC on the project brief.

Team and Problem Orientation.Re-position the problem.Everyone is a designer, everyone is a marketer.Identify the groups already present in the room.Ownership of the whole studio process

Synthesis and ActivationIndividual/small/large group debriefExperimentation and stimulusPersona developmentCreate a consumer gallery

Phases 1 - 3 - during the 10 week quarterThe research team focuses on obtaining knowledge about the topic, translates insights to concept ideas and tests and refines concepts to meet the needs of the member.

Phase 4 - after project is completedPossible future opportunities regarding the project results for the member and LWC. This should also be discussed in phase 0.

Inspirational and Experiential Research.Theme mapping and experience attributes.Low risk research translation.Witness the problem.Live the problem

Secondary Consumer and Product Research.What do we know now?.Virtual shopping.Category analysis.Trend forecasting and recognition

Primary Consumer Research.In-home visits.Consumer shop alongs.Consumer concept sessions.Consumer messaging sessions

Consumer and Client Feedback / Final Concept DirectionsConcept templatesLinked to consumer insightPresentation methodsProcess books and deliverables

I have been involved into many research based product development projects, including developing real market targeted products and services for the wellknown corporations. This unique design experience helped me to realize how important the right design process can contribute to the final solutions. I began to think about how to apply design thinking into the development of unique design research process for different projects.

UNDERSTANDING DESIGN RESEARCH

+ 4 + 2

+ 2

1 The future traveler2 The Door-to-Door Journey 3 Product Development 14 Product Development 2

1 Healthy snack solutions 2 IC package design

1 Crest & Oral-B

About:Interdisciplinary corporationDesign research method.Product development Boomers

About:Interdisciplinary corporationDesign research method.Product developmentThe young generationBranding

About:Design research method.Product developmentPackageBranding

About:Design research method.Research data analysisSignage design

About:Interdisciplinary corporationDesign research method.Product development BoomersHealth & FoodPackage

About:Interdisciplinary corporationDesign research method.Product development BoomersHealthOral care

1 Product development for SCM 1Brand driven package design 1 Hospital signage redesign research

1 2 3 4 5 6

UNDERSTANDING DESIGN RESEARCH

CREATING BETTER DESIGN PROCESS

better design processgood design process

Based on research driven principle, each section is based on the research insight from the previous section. The whole design process is well organized through the project. The final solution after the design process will be valuable since it based on the research of the real world.

The solution from this model is much more valuable than the second one, even some break-through ideas will come out. Each section is well organized. Besides that, it maximizes the role of research in the whole process. Many efficient research methods are applied in each section, so that the insights gathered from research will be better qualitatively and quantita-tively.

1 2 3 4 5 6 1 2 3 4 5 6

wrong design process

It is not a systematic design process to guide the solution development. The whole design process just jumps back and forth between different unconnected sections. Sometimes, it is solution driven; “solutions” are just come out with little or even no search support. And then people will go back to find everything that can support the solutions. In this way, the solutions have little value and sometime even wrong.

IDENTIFICATION

brain storming

consumer interview

in home visitfocus group

ag ing

game

shopping observation

environment nterv

role playing

market research

prototype interaction

local resources iproducts collection research experts presentation

experts interview questionnaires

statistical analysis

online research

benchmarkingqualities research

case study

qualitative researquantitative research

persona analysis

1 2 3 4 5 6

DISCOVERY

CONCEPTUALIZATION

EVALUATION

FINALIZATION

DELIVERY

Research Drives Process Flow

UNDERSTANDING DESIGN RESEARCH-DISCOVERYIn the begining of every project, it is always difficult for designers to know should they research about. After a lot of design research projects. I synthesized all the design opportunies in one chart, make possible directions for designers to get started.

CONSUMERCIRCLE

PRODUCTCIRCLE

1

2

3

4

5

6

7

8

91011

OPPORTUNITYCHARTproduct manufacture

product distrubution

interaction-purchases

interaction-use

product disposal

prior experience

future plan

environment

environment

family influence

community influence

product time circle

consumer time circle

interaction circle

consumer spacial circle

101112

social influence

position inside of the brand

position in the same market

product spacial circle

position in relevant market

151413

UNDERSTANDING DESIGN RESEARCH-DISCOVERY

Take advantage of all the possible recourses to discover all the problems through brain storming, in home interviews, shopping behavior observation and role play games are used in this section. Background differences help us find more problems based on different points of view.After that, all the problems are shared, categorized and discussed. Different insights are set up to help the development of next section.

1 23

1 Categorize all the problems from interview.2 Student play aging games to experience the life of boomers3 Record consumer behaviors in the in-home visit

UNDERSTANDING DESIGN RESEARCH-CONCEPTUALIZATION

Based on the insights generated from the discovery section, we will do primary and secondary research to get inspira-tions, like bench marking, product collection research and market research. After that, both 2D and 3D sketches are made to transfer abstract insights into sensible concepts. All the ideas should come from the insight, nothing is from nothing.1 Sketching all the initial ideas. 2 Students are making 3D paper prototypes.3 Product collection for inspiration.

1

2 3

UNDERSTANDING DESIGN RESEARCH-EVALUATION

The ideas will be evaluated by the team, consumers and clients. It will also get suggestions from the experts in related areas. Based on the feedback they get, some ideas are further developed, some will be merged together and some will be killed. There will be several rounds of this to refine the ideas.1 Consumers are giving feedback.2 Concept group evaluation.3 Experts are giving feedback.

1

2 3

UNDERSTANDING DESIGN RESEARCH-FINALIZATION & DELIVERY

In the final, we will not only focus on what we should we deliver to the clients and the public, but how we should we deliver as well, making other people will understand the problems and the solutions at the degree we do. We design infographics, videos, stories and even the whole environment to make our insight and solutions more powerful.

1 2

3

1 Prototype designed to present the final concept.2 Package design final presentation.3 Infographics are designed to explain the problems.

Intelligible Interaction

Intelligible Interaction Design is the thesis project that focuses on interaction mental effort exertion problems. Based on the analysis of interaction from the difficulty and the complexity perspective, the MEE (mental effort evaluation) model is developed. The MEE model aims to help designers identify mental effort related problems during the interaction process and gives suggestions about how to solve those problems.

a

b

c

d

da Information huntingUsers looking for interaction relevant clues from the product.b Information processing Clues are processed inside of the human brain to help users make their decisions. c Physical interaction Users interact with the product.d Product reactionThe interaction leads to the product reaction.

single phase

...usermotivation

productreaction

1 2 n

Difficulty & Complexity

INTERACTION ANATOMY MODEL

b

CHARACTERISTICS CONSIDERATION

Information Hunting1 Information unfamiliarityUsers should know what they are looking for to some degree2 Lack of IntensityInformation should be obvious enough for users to find.3 Information InterferenceThere should be no irrelevant information disturb the users

a cInformationTransduction

Physical Interaction4 Interaction RestrictionThere should be low concentration requirement for the users to conduct their decision

b

CHARACTERISTICS CONSIDERATION

InformationProcessing

b

natural

second nature

familiar

logical

unclear

misleading

Similar information has been encountered by the users before.

Users have no idea how to interact.

Users’ innate quality. information will be processed automatically and unconsciously.

Information will also be processed automatically. Comes from frequent, consistent practice.

Users need to apply logical thinking to deduce the decision.

The required interaction conflicts with users’ existing cognition

misleading

unclear familiar

logical

second nature

natural

5 Processing Hierarchy

Processing Evolution

...usermotivation

productreaction

1 2 n

CHARACTERISTICS CONSIDERATION

6 Number of PhasesThe number of phases should be small, no unnecessary phases are included in the process. +1 The Importance of Each Phase The failure of certain phases would bring more serious problems than others. Designers should be focused on solve the problems in these more important phases.

MEE MODEL

TransductionConsideration

NaturalSecond nature

FamiliarLogical

UnclearMisleading

Familiarity

InterferenceIntensity

Restriction

Phase

ProcessingHierarchy

MEE Model

Interaction

Importance Level low medium high

MEE Model ( Mental E�ort Evaluation Model) take those 6+1 characteristics mentioned above into evaluation through a intuitive chart. Designers will �ll in this chart by taking the user test.

MEE MODEL

TransductionConsideration

NaturalSecond nature

FamiliarLogical

UnclearMisleading

Familiarity

InterferenceIntensity

Restriction

Phase

ProcessingHierarchy

MEE Model

open the door

Importance Levellow medium high

1 2 3 4

The evaluation result will be like the chart on the left. The intensity of red blocks is related to the mental effort exertion. Higher intensity means that more mental effort is required to complish the interaction process and more problems. From this chart we can know-How many phases are included in this interaction.-How important is each phase.-In each phase, mental effort exertion is caused by which characteristcs.

MEE MODEL APPLICATION

level 1 level 2 level 3user test problem discovery problem evaluation

user test MEE

Level 1: The MEE Model will help the designers to get feedback about mental effort exertion by asking the users more targeted questions. Users were request to accomplish a certain action associated with a function of a product. Through user observation and interview, designers need to explore the questions that related to the characteristics in the model.

Level 2: The MEE Model will represent the mental effort exertion problems efficiently. After evaluation, designers will have a general idea about the mental effort exertion through the intensity of the red blocks. At the same time they will also be clear about what caused the problems in detail.

Level 3: The importance of each phase and the seriousness of the information processing situations in different phases can help designers prioritize the problems so that design can focus on more important problems in the coming problem solving level.

product

DEER CHAIRProject: graduation thesis

Advisor: Xiaochun Wang Outstanding graduation thesis award

PROBLEM STATEMENTRedesign the Ming-style chair for the modern lifestyle.

OPPORTUNITY IDENTIFICATIONThe reason why we need to redesign the Ming-style furniture is that the social, technological and economic aspects of Ming and Qing dynasties of ancient China no longer fits our modern life style compared with other modern housing objects. Without redesign, there is no possibility for it to be accepted by our younger generations.

However, research shows market potential because some of its characters fit well with our design trends. Such characteristics should be maintained in the redesign. The development of the new technology provides the redesign with additional possibilities.

Dynamic SET factors

Modern lifestyle

Ming&Qing

SET

Traditional Culture

Sustainable Design

Stylish Aesthetics

Ergonomical Care

New Technologies

Form, decoration, materials and structure are integrated in the appearance to compose the unique cultural experience of Ming-style furniture.

FORM RESEARCH

DECORATIVE PATTERNS MATERIALS

There is a complicated system of Ming-style chairs. the name that specify period, material, structure, and geographical functional factors is used to de�ne a succinct chair.

CULTURE RESEARCHWe can recognize clearly the in�uence of Confucianism and Taoism, which are dominant a�ects in China today, in the chairs. The bridge between the chair and Chinese traditional philosophy is the literati of that time.

ESSENCEPure,natrual and fluent

AESTHETICSThe Tao follows nature；inaction harmony between man and nature

OPERA&NOVELMing novel and opera are the peaks of Chinese art history. We can see the influence of both Confucianism and Taoism. For example the Taoist chanting in the opera.

AESTHETICS Implicitness, regulation and appropriateness

ESSENCEControlling oneself and observing polite ways value propriety and object to personalized publicity

Influence from Taoism

Influence from confucianism

道 儒

道 e a

儒 e aliterati

opera

novel

stately

skretched

The literati who have such philosophical views immerse themselves into furniture design practice, endowing the real objects with their philosophy of aesthetics and life attitudes.

TARGET USER DEFINITIONWith the research of target users’ daily life, the scene around the chair is divided into five groups and each of them offers different oppotunities for the redesign.JO

HN

NEEDS

A C

HAIR

IN H

IS L

IFE, CHAIR

IS

..

THE C

HAIR

SHO

ULD B

E

communication

lwith body leaning forwardlhe needs something to supply his bodylchairs are usually in series

amusement

lpeople sit on chair, drinking, reading, playing..lthey need more places on the chair

comfort

lback is flexible or airpermeablelfollow the ergonomicslcombined with cushion and so on

unrestricted

lsit can be any postureslanywhere of a chair can be used to sit

everythingldesk,hanger, ladder, bed, table..

communication

amusement

comfort

unrestricted

everything

OPPORTUNITY EVALUATION

our modern lifestyle is involved with communication, comfort, unrestricted, amusement and even everything. After the evaluation of the five opportunities. I decided to focus my design on amusement satisfication due to its great potential.

DESIGN ORIENTATION

Design a modern chair to fit John’s amusement use.At the same time, supply him with additional emotional experiences.

comfort

unrestricte

d

am

usementeveryth

ing

co

mm

unic

ation

Opportunity Eveluation

RS

a db

c

out in

Ming Qing

Now

research based on the appearence

research based on people and culture

adecoration formstructure materials

bculture philosophy

ctrends fromstructure materialstechnics

dhouse lifephoto gallery

S= Sensibility R= Rationality

SKETCH DEVELOPMENT

DEER CHAIR

PRODUCT DESCRIPTIONDeer chair is a object integrate the traditional experience and modern value.

Design is trying to present the agile and vital feeling, which is just like the deer.

The tray under the seat is designed for laying gadgets when people are on the chair.

The traditional decoration used is succinct, following the modern esthetics.

There will be the sound of friction when pulled, adding to the audio experience of the history.

The decoration is called “俯仰山字纹”in China. It can be seen in some Chinese traditional objects.

There is no beam between the legs, making the chair lighter both in use and vision.

Mortise and Tenon is the most distinctive structure in the Ming-style furniture. The different colors of the wood emphasize the features.

The form inspiration is from the Sika Deer, which is an immortal in Chinese fairy tales.

Chinese value the character of undemonstrative, advocated by Confucianism. The only decoration of the chair is inside, which is design to follow such views.

MODERNVALUE

TRADITIONALEXPERIENCE

DEERCHAIR

SpiralProject: Product Formative Material & CraftworkAdvisor: Jingzhou Song

PROBLEM STATEMENTTo design the new package for wine and effectively convey-ing the spirit of it.

MARKET RESEARCH

Nearly all the packagings of wine are glasses. Other packages like can, Tetrapak and PET just have been used in wine areas. However, their proportion in the market is extremely small.Most of the package designs for wine are just limited in graphic design and style design, while the glass packages have lasted hundreds of years.

The market share of high-end wine in China is 50% and it is still growing since more and more companies transfer their focus on high-end market, for example CHANGYU, which is the largest wine company in China.High-end wine needs unique package to distinguish them-selves from others

MARKET SHARE

OTHERS

PET

TETRAPAK

CAN

GLASS

HIGH-ENDMIDDLE-ENDLOW-END

MARKET SHARE OF WINE IN CHINA

PRODUCT DEFINITION

Liquor mentions Li Bai, the most famous poet in China and he wrote: Make me, three hundred bowls and one long drink!

It emphasizes brewing, traditional and history.

Wine represents fancy restaurant, candle-light dinners, ladies and gentlemen.

It emphasizes quality, history and brewing.

Beer reminds us of Beer fest, football fans and bars.

It emphasizes technology and modernity.

ALCOHOLIC DRINKS

LIQUOR

WINE

BEER

BOLD FREEPURITY

ELEGANT NOBLENATURAL

PASSIONFESTIVITY MODERN

SKETCH DEVELOPMENT

ELEGANTNATURAL

“Wine,such a miraculous liquid.It will circle elegantlywhen poured into a goblet!”

The glass is wrapped by the fast growing wood, which is cyclic in origin and not harmful to the environment.

The wood, different from the glass can offer people warm tactile experience when holding it.

the transparent spiral glass not only reinforces dynamic circling visual experiences but also facilitates the understanding of the remaining amount of wine.

The wood is associated with the natural brewing of the wine in a cellar, which emphasizes the healthy and natural experience of wine.

There is low requirement of the manufacturing technique since the wood is just wrapped outside the glass-lined tank. The cost will not be much higher.

PRODUCT DESCRIPTION

MARKETING STRATEGY

Spiral locates itself in the high-end market which has 50% market share in China. The totally innovative package makes it different from any other competitor. Spiral creates a new Brand Figure for the company and the company can extend its series based on spiral.

Innovative package is crucial to a brand and we can find a lot of successful examples. In these brands, the most famous is Absolut Vodka, the success of which is based on its unique package and a series of marketing strategies around it.

The spiral can also have some branches, champagne with yellow glasses, ice wine with blue glasses and red wine with dark red glasses.

$99 $99 $99

$49

$19

spiralsunny

party

More other product designs at www.jianzhousong.com

visual comm.

Apply the processing to the random pattern generating to form a visual system.

MTRL 2020 is an event centered in providing the students and faculty of the University of Cincinnati and the surrounding community a common forum within which help them to understand emerging and innovative new materials. This three days event includes experts from different fields of material research, breakout sections, a panel discussion and a gallery exhibition of innovative materials. This event has been supported by many organizations and companies, for example, IDSA, Ticona, Eastman, Inventables, BeGreen and so on. This event has made a tremendous impact on in the surrounding community.

http://mtrl2020.tumblr.com/

GALLERYEXHIBITION

anatomyof a flightexperience

date: 2010,12

This is diagram is designed to visualize the design

research output of Boeing research studio. During

the research process, we conducted deeply

research in every fight sections, and categorized all

the problems into three main groups. All those

problems damaged consumers’ flight experience.

After analyzing all those problems, we believe that

Boeing can solve a lot of those problems directly

and indirectly. This diagram aims to tell Boeing

how seriously the consumers’ experiences have

been damaged and how significantly Boeing

can improve the existing consumers’ experience.

Also, it represents clearly where those problems

come from and how Boeing can solve those

problems and improve the consumers’ flight

experience.

59Seattle

69 San Fran.

87Dallas

83Atlanta

69New York

84Phoenix

68Denver

65Salt Lake

86 Los Angeles

84Miami

77Chicago

weathermapsummer date: 2010,11

Explore how to transfer information more efficiently. I believe that infographics and typographic design share the same principles, which are readability and legibility. The change of orange color series help people to understand the trend of temperature all across the country much more easily. This creates

90 85 80 75 70 65 60 55

readability. While the red and orange colors represent people’s feelings of hotness. With the help of glyphs in this design, people can get the temperature in each different color areas much more efficiently, covering the limitation of the colors. That is legibility.

gun control in america

date: 2011, 03

This diagram is designed to combine three elements together—gun death rate, house-holds owning a firearm, gun control rates. Those three factors are connected with each other. I want to deliver directly that the most obvious pattern is the most serious state in gun death phenomenon. The three elements contributing to the obviousness of the pattern are the size that repre-sents household owning instead of the actual state size, the bright-ness that represents the gun-death rate and the thickness of the wire fence that represents the number of relevant laws. Also, the pattern itself is like a blood drop that is connected to this theme.

who I amDate:2009,10

This diagram explains who I am as a designer. A lot of things listed here led me to think about what is design and what kind of designer myself should be. The influences has become part of who I am and deeply engrained in my mind. Those influences also contributed to my exploration of relevant design areas and led me to form my own design thinking.In this diagram, lines of the similar colors represent the similar influences. For example, the red colors represent the culture influence in design. This map can be used as a self-introduction diagram.

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