Sharon Goh’s Design works

Unifying a worldwide brand

Target Persona branding

Asics

Sharon Goh About me I have years of international working experience in product design, global branding, consumer research and new market commercialisation in Singapore and the Netherlands. I have done energy, retail, automotive, mobile payments and consumer electronics projects such as Shell, Philips, UL, Ferrari, Asics in the Netherlands and Singapore.

In 2008, I became the only Singaporean to receive a Dutch government scholarship to study Masters of Science in Strategic Product Design in Delft University of Technology in the Netherlands. I specialized in market commercialization to Asian markets with design innovation and marketing research management. In 2005, I was awarded top in my cohort (Dean’s List) twice in National University of Singapore. I have received design awards for different competitions in Singapore, Belgium and the Netherlands.

Brand strategy expertise

My Core Competencies

- Innovating new communications with technology developments

Global consumer research experience

Digital innovation knowledge Creative design skills

- Designing brand policies with partners closely to ensure unique brand promotion

- Experience in SPSS, analytics quantitative and qualitative interview research

- Experience with graphic, 3D modelling infographics and photography design

Shell brand communications

Shell is a a global oil and gas corporation in the Netherlands. As a Project Manger in branding, I advised the designs created worldwide in our

Shell Brands International team.

1. Shell Brand consultation

4. Print & Digital Communications

2. Brand Design policy writing

3. Packaging design

Provided brand consultation to design agencies and Shell design teams worldwide

Created promotional materials for Shell and other joint partners

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

Conceptualized new packaging designs and guidelines for new lubricant product markets

Shell digital innovation - Creating apps to share the future of energy

Using 3M’s VAS System, I analyzed the strong points of Shell advertising to

advise how to best create the “Inside Energy” App, a new innovative to

target mobile phone users.

Cover page and its Interactive inside pages to show the “depth” of drilling oil in the deep sea.

Shell retail communications - Designing the message through the customer journey

Understanding the customer journey is an important part for us

to design advertising that will guide a customer on his way from buying fuels, paying, to saying good-bye.

Packaging designs

Shell print advertising - Unifying the brand across the globe

Presentations

Retail shop advertising

Press advertisements

Direct marketing voucher designs

Exhibition backdrop for Ferrari

I strategized ways to help the company and its partners market a unified Shell brand worldwide,

where the brand rankings of Shell improved from 30th to 19th place in the Brand Finance Global 500

report.

Internal Communications Policy

Campaign Posters

Reports

Packaging designs

UL brand and events communications

UL is an American test certification company. In Netherlands, our division

takes charge of transaction security services that range from mobile

payment, transport e-ticketing, testing and certification between banks,

governments and mobile operators.

1. UL events design

4. Editorial Communications

2. Technical services marketing

3. Corporate branding

Created design and marketing stands for various tradeshows with exhibition agencies .

Created editorials and publications on mobile payment innovations.

Designed posters to market our expertise in mobile payments and transport e-ticketing.

Conceptualized new corporate designs for UL’s professional business needs.

UL technical innovation branding - Marketing mobile innovations and connectivity

Designing the technical portfolio of the tools UL sells enables our company to effectively promote

our products and services strategically to our clients across mobile and banking trade shows, publications and communications worldwide.

Developing new shaver designs for young men, my task was to incorporate

new innovative methods to enhance the way men shave.

1. Anthropological research 2. Innovation studies

3. Scenario mapping 4. Design features

Philips massage shaver

Researched on how men of different races shave their hairs habitually by designing

infographics of consumer concerns

Studied the use of low frequency electrowave to massage face muscles to achieve

revitalization of well being during shaving

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 pulsating of the massage pads provides a soothing therapy on the face

Retractable massage pads for ease while shaving

Philips massage design

Being the largest chipmaker in the world, Intel wanted to expand their product

portfolio from making chips to laptops. I created a gamer laptop design to extend

their product range.

1. Game control play research

3. Design Ideation 4. Product interface design

2. Competitor analysis

Intel gamers’ laptop

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

Analyzed other rival gamers’ laptop brands

Studied the buttons gamers commonly used, and how a gamer’s laptop can be designed to be

compact and sleek

Turntable laptop with console designed to maximize the ultimate gaming experience

with enhanced light and sound

Intel laptop design

Ferrari car interior

Being a key aerodynamics parts supplier for Ferrari, my role in Actiflow BV was to investigate how they could harness their

aerodynamic technology to reinvent Ferrari’s F430 interior.

1.User Test Market Identification

4.BCG Growth matrix marketing

2. Prototype safety design

3. Competitive sales pricing

Identified Ferrari drivers to be mainly 50 year old male connoisseurs or 25 year old male

show offs

Designed aerodynamic tactile responses within car seats through conducting user test

drives towards safety awareness

Considered how much Ferrari cars can be competitively priced with the new seating system

Studied where Ferrari cars would sell using the Boston Consulting Group matrix

Ferrari F430 car interior vision

OTO Bodycare is a health & wellness company in Singapore,

where I designed a foot massager for the female market.

1. Healthcare problem definition 2. Technology trend studies

4. Product-user scenario 3. Product design development

OTO Bodycare massager design

Identified 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 lighting for female users in foot massager design

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

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

market. I conducted qualitative research interviews with avid 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

Asics running shoe research

Conducted a creative 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 directions for Asics to improve their shoe designs

Identified 3 Asics runner personas – competitive-minded, fashionable-oriented,

back-to-basics

senz˚ brand commercialization to Asia

Marketing itself as a premium umbrella Dutch brand in Europe, I commercialized senz˚ brand to the

Asian Pacific markets .

1. Consumer research testing 2. Sales potential research

3. New products and retail design 4. Marketing plan for personas

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

Predicted their future sales potential across the Asia Pacific in shops and online sales

Used SPSS analysis to predict possible new products senz˚ can venture into

Created a media marketing plan aimed towards the target personas in Asia

senz˚social media marketing - Marketing senz˚ to asia pacific

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!

sharonpuayngee@gmail.com

+ 31 628617053

sharon goh