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Design portfolio, update Oct 2012 Product, Graphic, Design Strategy, Brand Research and Design
Citation preview
Technical and Skills
Photoshop, Illustrator,
InDesign, After Effects, PremierWords, Excel, and Powerpoint
Mandarin Chinese , EnglishRhino, Solidworks, Hypershot
Photo view 3603D
Pei-Jung Lee 703 415 6606
http://issuu.com/peggy_lee
Project experiences• International Houseware Competition, 09
• International collaborative project for Motorola, 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
Academic Background
p I I gJPei
Jung
Design
Design Management
CollaborationCommunication
ChumilityMarketing • Business strategy
Business Model • BrandingResearch • Product
Graphic • Video
Ohio State University, Columbus
BSD in Industrial Design, 2011
Minor: Economy GPA/3.6
Savannah College of Art and
Design MA Design Management
2012 GPA/ 4.0
• Business Strategy Design Traning Certificate 2011
• Project with Mettler Toledo, lnc 2011
• Merrill Lynch
Summer Wealth Management Program,HK, 2011
• EPIC (Ethnographic Praxis in Industry Conference)
Extension Branding Project, 2012
3
DesignProduct
Strategic planning
Marketing
TeamContextual
Management
Visual communication Multi disciplinary
Video
Graphic Illustration
Bran
d g
uid
eline
Info
grap
hic
Design thinking
Brand identify & evaluate
User experience
Business modelLogo
Concept development
Prototype3D modeling
Sketches
Brandingdata analysis
Enth
og
raph
ic research
Branding Strategies : research, identify, evaluate, design, graphic
priniqueprint unique family friends
Kodak Brand Identify and Evaluate EPIC 2012 Brand Design & Identity
Questioning the Mainstream: Urban & Suburban
Infographic
5
Product DesignDesign strategies : contextual research, analysis, concept development
“...we are not in Savannah to change it. Improve it here and there, but there is a reason why we are here: because it’s fantastic! There are things we can improve upon, but you don’t want to change the
Savannah as an Art & Culture Economy
Strategic Futures for the Smithsonian Institution
Moisture Analyzer Mettler Toledo Research + Product Development
9
Kodak Brand Identify and Evaluate
The problem
Kodak entered the digital industry they forgot about the digital value chain does not function like the traditional market.“ All innovation is hard. Reinventing your entire business is the hardest. innovation of all. ” Clayton Christensen, a professor at Harvard Business School.
Eastmen Kodak
People Insight
People Journey
MarketAnalytic
Brand Strategy
Design
• Packaging • Color• Applications• Business card and more
• Brand positioning • Creating stories and metaphors• Brand portfolio strategy• Brand personality, tone and manners
• User experience• Brand Experience• Internal brand building
• Creating and developing new business opportunities, market, product or service
• Know people’s behaviors• Trends that affect people• Decode customer’s insight• What, when, and why they want things
• To analyse marketing and brand performance •Brand valuation
Branding Approaches
The project
In our project, we examined Eastman Kodak Company to discover Kodak’s future market opportunities.
HistoryMarket Directions
Customer Segments
Product &Services
Financial Problem
Market Issues+ + ++ +
Familiarize Kodak
10
Evaluating Kodak brand
Rational brand attributes Emotional brand attributes
Profound: A brand that has a strong culture and expend itself to wide rage of market
Artful: A brand that allows people to create their meaningful memories through an artistic way
Motivated: A brand that explores new markets continuously
Energetic: A brand that is active and inspires people to be creative
Tenacious: A brand that never stops moving forward even in its business downturn
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, SincereMotivated, EnergeticProfound, Motivated, Energetic
Customer Persona
Creating customer persona to help us visualize our customer’s need and really design for them
New parents Business Elderly Teenagers
11
1975, The first digital camera
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!
12
Research Kodak brand and its competitors
Brand comparison
In our survey, we compare each brand’s logo, store exterior, interior and its products.
Visualizing Data
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 Example of store exterior survey
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
EPA
EMOTI
ONAL
Attributes Opposites
E = Evaluation (Good/Bad)
P = Potency (Strong/Weak)
A = Activity (Active/Passive)
RATI
ONAL
On Brand
Profound
Aimless
Yielding
Artless
Inert
Insincere
Motivated
Tenacious
Artful
Energetic
Sincere
A brand that has a strong culture and extends itself to a wide range of markets
A brand that never stops moving forward even in its business downturn
A brand that allows peopleto create their meaningfulmemories in an artistic way
A brand that allows peopleto create their meaningfulmemories in an artistic way
A brand that is active and inspires people to be creative
A brand that is honest and cares about its customers
E
A
P
E
A
P
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
FujiFilm-exterior
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
13
Personal and family
Business strategies
Insights/ Reframe for Design Opportunities
Kids Teenager Adult Elderly
Familiar Kodak Brand/Not Familiar with Kodak /Prefer High technology product
Starting to learn about different brands/Prefer High technology product
Parents pick the product/ pictures
Family/memories Friends/Family/Memories Marriage/Family/Memories Family/Memories
ABCby Kodak ABCPrinting centre + Art Class Family Printing service Stage 1 Stage 2 Stage 3
Rent location for the art classTry to get the public familiar with the brand first
Family Activities, such as making album/scrap books together Children’s art class: take pictures, print it, make itEverything will be provided in the class for students to usesuch as cameras, printers, printing paper and more (Kodak’s products)
Kodak will rebuild the brand image by allowing customers to try different Kodak product through art classes that we provideThe new brand will be familiarized as a family, friendly and sociable brand.
Open printing service store that is specific to families
Continue with art classes to allow the public to be familiar with the new brand
Slowly transfer the production line of printing services and products to only show the ABC logo
When the brand becomes more established, the brand will stand alone from Kodak as a trust worthy brand.
14
priniqueprint unique family friends
Rational brand attributes Emotional brand attributes
Sincerely: A brand that cares about consumers’ needs and tries to meet customer’s satisfaction
Sociable: A brand that is actively involved in being a bridge to link positive relations among families and friends
Progressive: A brand that embarks on a track of steady development all the time
Pleasurable: A brand that aims to please their customers and give them meaningful time for their families and friends
Unique: A brand that aims to offer professional services and products with a friendly, sociable environment
Vibrant: A brand that is leading life with enthusiasm
15
Bookmark
Book cover
Business card Poster
by Kodak
prinique
Unique Family Friends
Unique Family FriendsW
e care about our people
by Kodakprinique
by Kodakprinique
Unique Family Friends
by Kodakprinique
Unique
Unique Family Friends
Family
Friends
Friends
Friend
s
UniqueFamily
Friends
Sincerely
Sincerely
ProgressiveProgressive
ProgressiveProgressive
Unique
Unique
Pleasurable
Pleasurable
Pleasurable
Vibrant
Vibrant
Vibrant
Vibrant
Sociable
by Kodakprinique
Unique Family Friends
We care about our people
16
The EPIC Conference promotes the use of ethnographic investigations and principles in the study of human behavior as they are applied in business settings.
Our mission for this project is to take the visual look and feel of EPIC 2012 website design elements and interpret them into a variety of collateral pieces. Our project will involve different local committee groups and needs to be consistent in the overall design.
• Develop EPIC conference brand book
• Design EPIC 2012 conference promotional materials
• Creates unify and consistency of EPIC 2012 design elements in environment designed
Extension Brand for EPIC 2012 Conference
EPIC is...
Project mission...
ThemeThe theme of EPIC 2012 conference, the 8th annual gathering, is Renewal. In the current period of economic, political and social turmoil, EPIC people felt it important to take time to reflect on the context that they are working in, and to ask how that context may (or ought?) to shape their work. Are they agents of renewal? Are they themselves renewed?
http://epiconference.com/2012/
EPIC green
SunshineOrange
EPIC Brand elements
Clear space and minimum size
x
x
x
x x
x
0.6x
0.6x
x
x x
x
x
x
x
x
2x15mm
Example contents in EPIC brand book
Brand Design & Identity
Drop Cards Schedule and Map
Bleed(6.25’’)Back
Back
EPIC 2012 promotes the use of ethnographi c investigations and principles in the study of human behavior as they are applied in business setting s. By understand ing people, what they do, how they do it and how that over time, we can create better business strategies, processes and products, as well as enhance and simplify people’ s lives. For more information, visit epiconference.com, find us on Facebook or follow @epiconference on Twitte r.
http://epiconference.com/201 2
Oct. 14- 17
http://epiconference.com/2012SCAD Savannah Georgi a
Oct. 14- 17
http://epiconference.com/2012SCAD Savannah Georgia
Oct. 14- 17
http://epiconference.com/2012SCAD Savannah Georgia
http://epiconference.com/2012
EPIC 2012 promotes the use of ethnographic investigations and principles in the study of human behavior as they are applied in business settings. By understanding people, what they do, how they do it and how that over time, we can create better business strategies, processes and products, as well as enhance and simplify people’ s lives. For more information, visit epiconference.com, find us on Facebook or follow @epiconference on Twitte r.
http://epiconference.com/2012
EPIC 2012 promotes the use of ethnographic investigations and principles in the study of human behavior as they are applied in business settings. By understanding people, what they do, how they do it and how that over time, we can create better business strategies, processes and products, as well as enhance and simplify people’ s lives. For more information, visit epiconference.com, find us on Facebook or follow @epiconference on Twitte r.
Front Front
Blee
d(4.
25’’)
Fina
l cut
car
d si
ze (4
’’)
Final cut card size (6’’)
Blee
d(3.
625’
’)
Bleed(2.275’’)
Small drop card design
Fina
l cut
car
d si
ze (3
.375
’’)
Final cut card size (2.125’’)
Oct. 14- 17SCAD Savannah Georgia http://epiconference.com/2012
EPIC 2012 promotes the use of ethnographic investigations and principles in the study of human behavior as they are applied in business settings. By understanding people, what they do, how they do it and how that changes over time, we can create better business strategies, processes and products, as well as enhance and simplify people’s lives. For more information, visit epiconference.com, find us on Facebook or follow @epiconference on Twitter.
Oct. 14- 17SCAD Savannah Georgia http://epiconference.com/2012
EPIC program brochure
Cover Content
schedule/venues/times/keynotes/paper/sponsors information
Brochure Design and oranize content information
Other EPIC 2012 Conference promotional items
T-shirt, badges and more
Front
Back
Volunteer
Volunteer T-Shirt Consistency of EPIC Design Elements
Create brand guideline for consistency of EPIC conference materials and designed environments
For more EPIC 2012 conference photos, please visit http://www.flickr.com/search/?q=%23epiconference#page=0
http://epiconference.com/2012/
21
http://www.youtube.com/watch?v=MI4SS_EGxKk&feature=youtu.be
Questioning the Mainstream: Urban & SuburbanVideo Presentation
Video, graphic, script: Pei-Jung Lee, Ryan Snodgrass
22
It's true some farms and forests have been converted into subdivisions, but right now suburban and exurban development is �at
Questioning the Mainstream: Urban & SuburbanDoes one bene�t the environment and themselves by living in the suburb? ...or is it just a personal choose?
According to research
people in the suburbs are, more
sociable than those in the urban environment
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
United States as a whole has plenty of land to grow on, since not even 5 percent of its total land has been developed
Trapping more people into a tighter space can only make pollu-tion and tra�c congestion worse
Yards �lled with trees and shrubs absorb dust and chemicals
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 urban transit bus
Tig
hte
r S
pa
ce
Tighter Space
Budget
Budget
Budget
Compact
Compact
Compact
Di�cultDi�cult
Di�cult
Di�cult
Health issue
Health issue
development
Health issue
Do not facilitate travel
Do not increase housing choice
make pollution and tra�c congestion worse
Expensive
greenhouse gas greenhouse gas
greenhouse gas
CO2
emissions
high level of urbanisation is associated with increased risk of psychosis and
depression in both men and women
Average greenhouse emissions for detached
housing 2.9 tonnes CO2 per person per year
skyscraper puts out 5.4 tonnes CO2 per person per year
Americans enjoy privacy, space,
leisure time and choice that were once available only
to the richest of the rich.CO2
CO2 CO2
CO2
Infographic
psychosis and depression problem Air pollution
In this poster, I incoprorate text and graphics together to visually communicate with the audience.
23
It's true some farms and forests have been converted into subdivisions, but right now suburban and exurban development is �at
Questioning the Mainstream: Urban & SuburbanDoes one bene�t the environment and themselves by living in the suburb? ...or is it just a personal choose?
According to research
people in the suburbs are, more
sociable than those in the urban environment
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
United States as a whole has plenty of land to grow on, since not even 5 percent of its total land has been developed
Trapping more people into a tighter space can only make pollu-tion and tra�c congestion worse
Yards �lled with trees and shrubs absorb dust and chemicals
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 urban transit bus
Tig
hte
r S
pa
ce
Tighter Space
Budget
Budget
Budget
Compact
Compact
Compact
Di�cultDi�cult
Di�cult
Di�cult
Health issue
Health issue
development
Health issue
Do not facilitate travel
Do not increase housing choice
make pollution and tra�c congestion worse
Expensive
greenhouse gas greenhouse gas
greenhouse gas
CO2
emissions
high level of urbanisation is associated with increased risk of psychosis and
depression in both men and women
Average greenhouse emissions for detached
housing 2.9 tonnes CO2 per person per year
skyscraper puts out 5.4 tonnes CO2 per person per year
Americans enjoy privacy, space,
leisure time and choice that were once available only
to the richest of the rich.CO2
CO2 CO2
CO2CO2
Air pollutionAir pollutionsocial problemsocial problem
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.
24
It's true some farms and forests have been converted into subdivisions, but right now suburban and exurban development is �at
Questioning the Mainstream: Urban & SuburbanDoes one bene�t the environment and themselves by living in the suburb? ...or is it just a personal choose?
According to research
people in the suburbs are, more
sociable than those in the urban environment
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
United States as a whole has plenty of land to grow on, since not even 5 percent of its total land has been developed
Trapping more people into a tighter space can only make pollu-tion and tra�c congestion worse
Yards �lled with trees and shrubs absorb dust and chemicals
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 urban transit bus
Tig
hte
r S
pa
ce
Tighter Space
Budget
Budget
Budget
Compact
Compact
Compact
Di�cultDi�cult
Di�cult
Di�cult
Health issue
Health issue
development
Health issue
Do not facilitate travel
Do not increase housing choice
make pollution and tra�c congestion worse
Expensive
greenhouse gas greenhouse gas
greenhouse gas
CO2
emissions
high level of urbanisation is associated with increased risk of psychosis and
depression in both men and women
Average greenhouse emissions for detached
housing 2.9 tonnes CO2 per person per year
skyscraper puts out 5.4 tonnes CO2 per person per year
Americans enjoy privacy, space,
leisure time and choice that were once available only
to the richest of the rich.
CO2
psychosis and depression problem Air pollution
Infographic In this poster, I incoprorate text and graphics together to visually communicate with the audience.
25
It's true some farms and forests have been converted into subdivisions, but right now suburban and exurban development is �at
Questioning the Mainstream: Urban & SuburbanDoes one bene�t the environment and themselves by living in the suburb? ...or is it just a personal choose?
According to research
people in the suburbs are, more
sociable than those in the urban environment
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
United States as a whole has plenty of land to grow on, since not even 5 percent of its total land has been developed
Trapping more people into a tighter space can only make pollu-tion and tra�c congestion worse
Yards �lled with trees and shrubs absorb dust and chemicals
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 urban transit bus
Tig
hte
r S
pa
ce
Tighter Space
Budget
Budget
Budget
Compact
Compact
Compact
Di�cultDi�cult
Di�cult
Di�cult
Health issue
Health issue
development
Health issue
Do not facilitate travel
Do not increase housing choice
make pollution and tra�c congestion worse
Expensive
greenhouse gas greenhouse gas
greenhouse gas
CO2
emissions
high level of urbanisation is associated with increased risk of psychosis and
depression in both men and women
Average greenhouse emissions for detached
housing 2.9 tonnes CO2 per person per year
skyscraper puts out 5.4 tonnes CO2 per person per year
Americans enjoy privacy, space,
leisure time and choice that were once available only
to the richest of the rich.
CO2CO2
Air pollutionAir pollutionsocial problemsocial problem
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.
26
Design strategiesSavannah as an Art & Culture Economy
Strategic Futures for the Smithsonian Institution
Healthy Fast Food in Convenience Store
27
“...we are not in Savannah to change it. Improve it here and there, but there is a reason why we are here: because it’s fantastic! There are things we can improve upon, but you don’t want to change the overall dynamic of the city.”
29
Savannah as an Art & Culture Economy“Igniting Savannah’s Startup Culture”
Description:
The Business Practicum and the Marketing Strategies classes at the Savannah College of Art and Design are in joint efforts to conduct a contextual study that demonstrates how the art and culture economy is operating in Savannah and how could it be further developed. The project is based on the principles of networks, business models, and cooperation as tools for businesses and design developers to keep working in the Savannah’s creative economy.
The purpose of this study is to define the “art and culture” economy of Savannah and provide a set of actionable solutions that contribute to its growth.
Criteria
General criteria to select an asset that belongs to the art and culture economy in Savannah:
Primarily based on a local production or consumption, business founded in Savannah, preferably locally owned, consumes and contributes to the community.
Retrievable at: https://maps.google.com/maps/ms?vps=2&hl=en&ie=UTF8&oe=UTF8
&msa=0&msid=213407610771251713679.0004bc657738565bc0a89
30
Can you tell us a little about your business? What is Savannah’s start up culture?
What is it like here for startups? Who are your customers?
Interviews Questions/ Some great quote from our interviees
“Savannah wears her all of her problems on her sleeve. You can see all of the issues, they’re out in the open. You know what the problem is, so now, what do you do to fix it?”
Ashley Bowersox, Thinc Savannah
“You have to really believe in it, which is interesting to me because we are all working on things that matter. I think it has to be that deep for you to stick in there because there are no man-made
opportunities”
Arianne McGinnis, Revival Foods
We didn’t know who our neighbors were, and weren’t part of a community. [In Savannah] We got this mentality that we would be part of a smaller community here that was vibrant and we could affect it”
Jake Hodesh, Creative Coast
“Savannah’s strong suit is that you have that juxtaposition of the old aesthetic but there is this amazing collection of creative people that are doing really great things. We have a great way of storytelling”
Matt Hebermehl, SeeSAW
“I think it’s two questions: Do we have funding for start ups here? No, that’s not part of the culture here. Is this a good place to try and start a business and be successful or fail? Yes.”
Jake Hodesh, Creative Coast
“There’s a young energy here, and we want change and we want to see it happen, but the city is very slow to change.”
Brittney Blackshear, Crepe e Diem
“I still have people coming up to me and saying, ‘I moved to Savannah because I saw this vision of what this neighborhood could be and what could happen.’ It’s there, it’s just about providing that little extra glue.”
John Deaderick, Starland District
“I feel like in Savannah, there’s three markets. There’s the students, the locals, and then there’s the tourists...if you want to be really successful you have to have all three.”
Brittney Blackshear @ Crepe e Diem
31
Savannah Start-up network map
BradleyTaylorRevival
Foods
SnugHill Farm
LJ WoodsFarm
FlatCreekLodge
Walker Organic
Farm
SavannahYoga Cen.
CSA
Tybee Isl.Social Club
Satre
FrayedKnot
Perlina
Gil Cruz
The SodaShop
G. CookS. Robinson
Joel & JulieVarland
LorraineMontgomery
GreenTruck
Brian Huskey
OneStop
DonFergusen
SeeSAW
KatherineSandoz
JessicaBrought(SCAD)
MitsyDavis
(SCAD)
GSUClay
Program
JohnJensen(AASU)
Claire@Cultural
Affairs
HSUS
Ester Dean
Cedrick Smith
SueGouse
Tom Platt
VisitSav.
= INTERVIEW
= MENTION
= CONNECTION
CURRENT KEY
JakeHodesh
ColleenHeine
RandyWood
The Jinx
LittleBeasts
BenMaher
JulianaPeloso
Marc Jacobs
Thinc AshmoreGallery
Bill Dawers
Bethesda Gardens Farm a
la Carte
Spare Time
Crepe a Diem
VoltaCollaborative
WoodenSheep
JessicaKnapp Gallery
Espresso
SouthernPine Co.
Savannah’sClay Spot
ButterheadGreens
Fabrika
37th @ Abercorn Antiques
CafeFlorie
ForsythFarmer’sMarket
HunterCattle
Co.
SentientBean
You’reWelcome
Sav
Grateful Hound
PERC
StevenBaum-gardner SUAF
Anitra &Nicoderns
PaulWolf
PatrickShay
ChrisMiller
BobFee
Starland Dairy
FrenchKnot
SavannahFun Tours
SavannahMagazineTravel
Host
MetrostarComm Garden
ScribbleArts
Custard
Black DogStudios
Maldoror
LittleBeasts
AndrewBrodhead
Chatham Co.Skate Park
AngelBond
GravefaceRecords
Dilated Spectrum
LarryRiver
Rick & TomHarmon
BrighterDay
StarlandCafe
Forsyth@ Victory
FoxyLoxy
DesotoRow= MENTION
= CONNECTION
POST-SWARMADDITIONS
“I think every single person is important. You have nothing to lose at all. You can never have too many friends.”
Katherine Sandoz, SUAF
“ I don’t know who those people are yet, but I know they are out there, that have the same energy and desire to make something happen. I know they’re there.”
John Deaderick, Starland District
32
The Creative Swarm WorkshopAfter analysis of the interviews, we noticed numerous connections among Savannah’s cultural assets. We wanted those we interviewed to see the results of our findings and participate in a continuously evolving conversation. We developed an activity inspired by The Business Model Generation*. Facilitators prompted participants, and they ideated both individually and as a group. The end result transformed into an exercise devised to formulate a value proposition for the arts and culture economy of Savannah. Each value proposition proved to identify opportunities in light of obstacles faced by local creative entrepreneurs.
33
“The old school is protecting their turf here in Savannah”
“People want the outside world- they want your shirts, they want your art but who is selling it?”
“We need to break the Savannah bubble”
“We need to first be honest about what we are as a city”
“We have shallow tourism here. It’s like, ‘Look!’ ...then go away”
“Every revolution has started with students, why is this different?”
“The good thing is that It’s happening, it’s slow, and we’re all here today just to make it go quicker”
“No one goes into city council meetings to be FOR something. They only mobilize against something, go in and say it, then go home and eat pizza and it’s the only opinion heard”
Quotes from the Creative Swarm Workshop
- Connections are being made and conversations happening in the room - Participants are losing focus and momentum, moving from separate groups to one large group.
- Too much disengagement from the activity because of side conversation and networking. This is probably a good thing.
- Had a long conversation with one participant about his earlier proposed question. There is only so much that can happen to grow within the creative startup community, eventually they will need support from “people in power.” The government will only listen to people on their “level.” Need to find these people and become allies. (like Paula Wallace)
- Groups start to look and adopt other’s methods and approaches.
Observations and notes from the Creative Swarm Workshop
Value proposition written by our creative business owners
34
KEY lighter shade = interview completed
This is my network...
fashion/textiles/home goods
craft/apprentice
performing arts/clubs/venues
galleries/artists/designers
cafes/food/beverages
antiques/thrift
organizations/institutions/festivals/info hubs
tourism/misc
available space
intra-industry connections
inter-industry connections
This is my network...
KEY lighter shade = interview completed
This is my network...
fashion/textiles/home goods
craft/apprentice
performing arts/clubs/venues
galleries/artists/designers
cafes/food/beverages
antiques/thrift
organizations/institutions/festivals/info hubs
tourism/misc
available space
intra-industry connections
inter-industry connections
fashion/textiles/home goods
craft/apprentice
performing arts/clubs/venues
galleries/artists/designers
cafe/food/beverage
antiques/thrift
organizations/institutions/festivals/info
tourism/misc.
available space
intra-industry connections
inter-industry connections
lighter shade = interview completed
Network Reframe
35
KEY lighter shade = interview completed
This is my network...
fashion/textiles/home goods
craft/apprentice
performing arts/clubs/venues
galleries/artists/designers
cafes/food/beverages
antiques/thrift
organizations/institutions/festivals/info hubs
tourism/misc
available space
intra-industry connections
inter-industry connections
KEY lighter shade = interview completed
This is my network...
fashion/textiles/home goods
craft/apprentice
performing arts/clubs/venues
galleries/artists/designers
cafes/food/beverages
antiques/thrift
organizations/institutions/festivals/info hubs
tourism/misc
available space
intra-industry connections
inter-industry connections
This is my network
This is my network
fashion/textiles/home goods
tourism/music
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Strategic Futures for the Smithsonian Institution: Looking past the Five Year Plan
As part of the Design Futures: Trends, Foresights, and Intuition class at the Savannah College of Art and Design, our team has developed three future scenarios for museums in the United States. These are not driven simply by trends that affect museums, but by the high-level driving forces that affect the overall environment with the United States. This envisioning of possible futures will allow us to develop design opportunities which we can recommend to our self-selected client, the Smithsonian Institute (SI).
In 2010, the SI developed four scenarios of their own, and using that projected a strategic plan five years into the future. In its Strategic Plan, the organization detailed goals and strategies as a result of its in-depth scenario analysis. However, the SI only looked five years into the future. We have compared the insights from our scenarios with their Strategic Plan in order to explore the alignment between what the SI is doing now and what actions it might want to take in each of our future scenarios.
Smithsonian strategic plan 2012-2015
Future museum 2027
The scenario building process
Research Analysis DevelopmentAlignment with Smithsonian Strategic Plan
Three Scenarios to 2027:Context for the Museum Futures
Deliverables
1. Test SI plan through scenarios
2. Envision new types of Museums
• Primary • Secondary• Study scenarios planning books
• Study client portfile: Smithsonian (Federal Museum)
• Research insights
• Define possible driving forces that have impacts to museums 2 by 2 axes of uncertainty
• Develop 3 plausible scenarios for future museum1. The public good 2. The Age of Domestic Energy3. The Global Water Crisis
• Refinements of scenarios
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Low Medium High
Critical Area of the Matrix
Impact Axis
Low
M
ediu
mH
igh
Uncertainty Axis
• The goal is to have not more than 25% of all drivers fall into the four critical matrix elements comprised of the medium-high to high-high intersec-tion.
2. After identified our driving forces which fallen into medium-high to high-high intersection. We then grouped these drivers into different groups base on their characters.
3. Under each group, we generated more drivers and their opposites.
Impact & Uncertainty Matrix in Use1. The impact and uncertainty matrix described by Ralston is a powerful and simple way to organize driving forces in scenario development. It is particularly effective because it conceptually separates the issues of the potential impact of a driving forces from the level of certainty of whether the force or event will happen, which are often intertwined in user’s thinking.
• story elements to consider for scenario building, game changers
Social
technological
political education
environmental
Elements of driving
forces
Scenario building
2. 3.
1.
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Some examples of medium to high impact and uncertainty drivers and their opposites used to generate loose scenarios
• Voalitile Exchange Rates
• Government substantially raises taxes
• Families adopt the staycation
• People have less discretionary income
• Global depression
Stable Exchange Rates
Government substantially cuts taxes
Families take long roving national vacations
People have more discretionary income
Global Prosperity
Voalitile Exchange Rates
Stable Exchange Rates
Families adopt the staycation
Families take long roving national vacations
4. We mix and match all driving forces to create scenario’s elements
5. With different 2 by 2 axies, we then can develop our loose scenarios
4.
5.
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The Global Water CrisisA United America Faces
Hard Times
The Age of Domestic Energy National Goals, Local Solutions
The Public Good Public Works, Privatized
Agendas
Three Scenarios to 2027:Context for the Museum FuturesThree Scenarios
Alignment with Smithsonian Strategic Plan
AlternativesConfirmation
• To pursue avenues of gaining
financial independence
• Build up its historic reputation
as part of America’s identity
• Functioning as the nation’s
foremost museums
• Temporary or permanent museum satellites in other cities around the U.S. This could be a new campaign directed at leveraging the SI’s reputation to enter new markets.
• Contributing to the development and diffusion of cutting-edge research such as sustainable, “small” energy systems.
• Develop thorough digitized collections, datasets, guides, and technology transfer initiatives
• Protect its artifacts and knowledge• Opportunities to continue to serve the community in a survival scenario
• “authoritative virtual presence” for the purposes of preserving and creating access to the SI’s resources
• Increase in private corporate funding of the media, arts, sciences and education. • Corporate bias and censorship fills the area of free content• High quality information is available for those willing to pay. • Museums cope with the privatization of information and funding.
• Museums take on deeper roles in education and the preservation of contemporary events• Diffusion of experience technology such as augmented reality.• Branding of place can be seen in museums’ marketing strategy
• Preservation becomes a more important role for museums with valuable artifacts• museums create evacuation and preservation plans for worst case scenarios
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After writing our scenarios and using them to analyze the future of museums and, more specifically, the future of the Smithsonian Institute, we have identified six key design opportunities.
Six key design opportunities
1. Business-centric entrepreneurial initiatives that focus on revenue generation. Identifying partnerships that will bring new sources of funding to the SI.
2. Leveraging the SI brand and reputation to expand into new markets around the U.S.
3. Creation of extensive online resources, focusing on education and online engagement with the SI brand. Collaboration with existing big-players online.
4. Fostering development of new technologies and research, particularly those which work toward solving key problems regarding energy and the environment.
5. Engagement within the national community through deeper education initiatives.
6. Creation of contingency plans in case of environmental or other catastrophe.
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Video Presentation
https://www.youtube.com/watch?v=jAz--nOr42c&feature=plcp
Strategic Futures for the Smithsonian Institution: Looking past the Five Year Plan
Video: Pei-Jung LeeIcon: Pei-Jung Lee, Michelle BeatonScript: Vanessa Vichyakul, Michelle Beaton, Ken Holmes, Pei-Jung Lee
45Ohio State University in collaboration with Mettler Toledo
Project Overview
Pharmacist Food Quality AssurancePlastic Indistry
What is a moisture analyzer?
A device that determines the amount of moisture in aparticular 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.
Mettler Toledo Moisture Analyzer
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OSU Food Nutrition Wyandot Lnc. Ohio food products
OSU Scientist Food Industries Center
Secondary Research with Competitors
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.
Research
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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.
Refinement
We explored a variety of different shapes before deciding that our original form was the best solution.
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Ventilation
Finger grips
USB
Adjustable interface
Transparent glass
Handle for carrying
Leveling knob
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.
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Mettler Toledo’s expectations
Our project deliveris
Moisture Analyzer
Moisture Analyzer
Legal
Legal
Economic
Economic
Environment
Environment
Transport
Transport
Market
Market
Technology
Technology
• 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
• The model has not been improved in 12 years. Need to incoporate new technoloy into the new design
• Market competitors such as Sartorius, Ohaus and Denver Instrutment
• Minimization of footprint• Easier to move the device
• Faster more efficent-quick cleaning
• Flat surface can be easily removed and clean• Transparent glass for easy monitoring processing sample
• Data security-USB password• Canteliver Design• Redesign of interface• Auto Leveling
• Error free leveling is improved/accurate• Sample will be more accurate with stable surface , and cleaning
• Lighter and smaller footprint• User frendly handle and grips
• Reduce traning time• MT Grinder-Reduce process steps and increase efficiency
• Option of customizable heating elements-expand market• Incoporate new technology
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