Sharon Goh’s Design Reseach

Brand commercialization to Asia

Car interior design marketing

Unifying a worldwide brand

Target Persona branding

Asics

Research on massage shavers Gamers’ interface laptop design

Working  with  Philips  Singapore  to  develop  shaver  designs  for  young  men,  

my  task  was  to  incorporate  new  innova;ve  methods  to  enhance  the  

way  men  shave.    

1.  User  inforgraphics   2.  Innova4on  studies  

3.  Scenario  mapping   4.  Design  features  

Research on massage shaver

Researched  the  concerns  men  have  when  they  shave  their  hairs  habitually  using  infographics.  

Studied  the  use  of  low  frequency  electro  wave  to  massage  face  muscles  for  revitaliza;on.  

Envisioned  how  a  working  man  will  use  this  shaver  product  to  relax  his  muscles.  

Created  massage  pad  designs  on  the  shaver  to  provide  a  soothing  therapy  on  the  face.    

ARIES massage shaver

Smooth  pulsa;ng  of  the  massage  pads  provides  a  soothing  therapy  on  the  face.    

Retractable  massage  pads  for  ease  while  shaving.  

Massage shaver design

OTO  Bodycare  is  a  health  &  wellness  company  in  Singapore,  where  I  

looked  at  designing  a  foot  massager  for  the  

female  market.    

1.  Healthcare  problem  defini4on   2.  Technology  trend  studies  

4.  Product-­‐user  scenario  3.  Product  design  development  

Healthcare research design

Iden4fied  the  possible  feet  problems  women  face  wearing  high  heels  (eg  blisters)  

Considered  technologies  that  can  be  used  to  solve  such  problems  (UV/infra  red  light)  

Incorporated  aromatherapy  with  ligh4ng  for  female  users  in  foot  massager  design  

Proposed  a  UV-­‐aroma  massager  product-­‐user  scenario  for  ladies  

Shell  is  a  a  global  oil  and  gas  corpora;on  in  the  Netherlands.  Aiming  towards  unifying  the  brand,  I  advised  and  strategized  the  designs  created  

worldwide  in  our  Shell  Brands  Interna;onal  team.    

     

1.  Shell  Brand  hierarchy   2.  3M  VAS  Analysis  

3.  Brand  Design  policy  wri4ng   4.  Crea4ng  Apps  on  innova4on  

Provided  brand  consulta4on  to  design  agencies  and  Shell  design  teams  worldwide.  

Reviewed  artworks  using  eye  tracking  studies  to  see  what  interests  readers  on  first  impressions.  

Designed  apps  that  advocate  the  future  of  energy,  where  they  are  adver;sed  via  QR  

codes.  

Global brand research

Implemented  brand  policies  for  different  Shell  communica4ons  to  educate  teams  worldwide.  

Design branding techniques - Using techniques such as eyeball tracking and colour studies to innovate brand

Using  the  3M  VAS  System,  we  analyzed  the  strong  points  of  Shell  adver;sing  to  create  the  “Inside  Energy”  App.  Drawing  colour  

references  from  our  Pecten  logo,  we  created  a  colour  propor;ons  paleTe  

to  assess    Shell’s  designs.    

Top Brands on Facebook

Number of ‘likes’ Number of people talking about this

Coca  Cola     41,100,000+   240,000+  

Microso[   1,750,000+   12,700+  

Greenpeace  Interna;onal     1,100,000+   13,500+  

GE     279,000+   4,440+  

IBM   110,100+   2,600+  

Cover  page  and  its  Interac;ve  inside  pages  to  show  the  “depth”  of  deep  sea  oil  drilling  

Car interior design marketing

Being  a  key  aerodynamics  parts  supplier  for  Ferrari,  my  role  in  Ac;flow  BV  was  to    inves;gate  how  they  could  harness  their  aerodynamic  technology  to  reinvent  

Ferrari’s  F430  interior.  

1.  User  Test  Market  Iden4fica4on  

4.BCG  Growth  matrix  marke4ng  

2.  Prototype  safety  design  

3.  Compe44ve  sales  pricing  

Iden;fied  Ferrari  drivers  to  be  mainly  50  year  old  male  or  25  year  old  male  show  offs.  

Designed  aerodynamic  tac4le  responses  within  car  seats  through  user  test  drives.  

Considered  how  much  Ferrari  cars  can  be  compe44vely  priced  with  the  new  interior.  

Studied  where  Ferrari  cars  would  sell  using  the  Boston  Consul4ng  Group  matrix.  

Being  the  largest  chipmaker  in  the  world,  Intel  wanted  to  expand  their  product  poreolio  from  making  chips  to  laptops.  My  task  was  to  create  a  gamer  laptop  to  

extend  their  product  range.  

1.  Game  control  play  research  

3.  Design  Idea4on   4.  Product  interface  design  

2.  Compe4tor  analysis  

Gamers’ laptop studies

Surveyed  computer  gamers  on  their  favorite  computer  games  are  and  how  they  play.  

Analyzed  other  rival  gamers’  laptop  brands  and  their  unique  features.  

Studied  how  a  gamer’s  laptop  can  be  designed  to  be  compact  and  sleek.  

Turntable  laptop  with  console  designed  to  maximize  the  ul;mate  gaming  experience.    

Asics  wanted  to  redesign  their  running  shoes  to  target  the  Dutch  runners’  

market.  I  conducted  qualita;ve  research  interviews  with  Dutch  marathon  runners  to  understand  how  Asics  running  shoes  

can  be  further  developed.  

1.  Context  mapping  techniques   2.  Shoe  design  research  

3.  Color  and  details  studies   4.  Runner  personas  mapping  

Research design on Dutch runners

Conducted  a  crea4ve  session  for  Dutch  runners  for  Asics  using  context  mapping.  

Considered  the  runners’  feelings  towards  running  and  their  favorite  shoe  design.  

Provided  3  color  and  material  direc4ons  for  Asics  to  improve  their  shoe  designs.  

Iden;fied  3  runner  personas    –  compe44ve-­‐minded,  fashionable-­‐oriented,  back-­‐to-­‐basics  

Brand commercialization to Asia

Marke;ng  itself  as  a  premium  umbrella  Dutch  brand  in  Europe,    I  

helped  the  company  senz˚  to  commercialize  their  brand  to  the  

Asian  Pacific  market.  

     

1.  Consumer  research  tes4ng  

3.  Materials  research  

2.  Website  consumer  tes4ng  

4.  Marke4ng  plan  for  personas  

Conducted  NetQ  consumer  studies  in  Taiwan,  Hong  Kong  ,  Japan,  China,  Australia  and  Korea  

Explored  the  idea  of  hydrochroma4c  inks  –  changing  color  on  fabrics,  for  new  markets.  

Used  consumer  tests  and  Google  analy4cs  to  create  the  website  design  features.  

Created  a  media  marke4ng  plan  aimed  towards  the  target  personas  in  Asia  with  SPSS  research.  

- Marekting senz˚ to asia pacific

By  studying  the  different  Asian  target  personas  and  their  needs,    we  designed  an  umbrella  that  is  

imprinted  with  hydrochroma;c  inks,  where  its  own  brand  icon  –  umbrella,  

will  change  colour  when  it  gets  soaked.  

senz˚product marketing

senz˚online web design - Designing senz˚ asia website through consumer testing

Using  SPSS  and  Google  analy;cs,  video  demonstra;ons  and  social  campaigns  were  found  to  be  key  

designs  that  aTract  consumers    from  Asia  Pacific  to  visit  the  webshop.  

More Details of my Design Research Experience … …

“Life is as high as the sky, You’ll never know what you can design, unless you try.”

Thank you for viewing my portfolio!

http://nl.linkedin.com/in/sharongohpn sharonpuayngee@gmail.com

0628617053

sharon goh