EMILY CHENG DESIGN PORTFOLIO - · PDF filePrevious clients are mostly from FMCG and luxury...

Emily Cheng | Design Portfolio 2017 1

EMILYCHENGDESIGN PORTFOLIO

www.emilyatcheng.com | [email protected]


TABLE OF CONTENT

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INTRODUCTIONAboutCV

SELECTED PROJECTSMiLO / Samsung HQStacked / Sainsbury’sCuzi / Imperial College London

RESEARCH / VOLUNTEERSolo DiningService Design Fringe Festival


I’m a service/experience designer with a background in visual communication design. My strength is in research analysis and detailed artistry in visualisation, additional skills including social media marketing, project management, and workshop facilitation. With 4 years of professional experience, working across disciplines from branding, packaging to UI/UX design. Previous clients are mostly from FMCG and luxury brand industry, including Diageo and Tudor, which I have developed a strong passion for transforming brand values into tangible interactions with the end customers. I am enthusiastic, self-motivated, and organised. Besides art and design, I am also passionate about emerging technology, psychology, and neuroscience, which have a strong influence on my professional practice.

When not designing, you may find me at various experimental venues, or playing with food and photography.

INTRODUCTION ABOUT

VISUAL GRAPHICS BRAND IDENTITYPACKAGING UI & UX DESIGN STRATEGYEXPERIENCE DESIGNSERVICE DESIGN

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Royal College of Art | London, UKMA Service DesignApplied service design methodology to influence creative strategic work from a holistic human-centric perspective. Project partners including Lambeth Council, Sainsbury’s, Samsung HQ, RCA Fashion Design Programme and Imperial College London.

University of Washington | Seattle, WABFA Visual Communication DesignWith a strong emphasis on the conception, creation, planning and realisation of visual solutions towards complex problems in contemporary culture. Programme curriculum includes typography, information design, exhibition design, publication design, interaction design, and visual methods/processes.

UW Rome Centre | Rome, ItalySummer Study Abroad5-week study abroad programme in Rome, Italy, focusing on architecture, art history, advanced photography, book making and design.

Visual / Web DesignerService Design Fringe Festival | London, UKEstablished a consistent visual language for the festival across multiple communication channels and physical spaces. Created brand identity and its first official website enhance online presence.

Account ExecutiveOgilvy Public Relations | Taipei, TaiwanContent creation and monitoring of social media platforms for client’s 7 global markets; project/client management, event organisation, media & 3rd party coordination. Clients include Diageo (Johnnie Walker), TUDOR, Taiwan External Trade Development Council, etc.

Packaging DesignerTang Brand Solution | Taipei, TaiwanCreated packaging design for leading food and consumer products of international brands. Assisted in marketing research and brand identity development. Also responsible for managing design matters with clients, including HSIN TUNG YANG, Hengan, Dan-D-Pak, etc.

Visual DesignerXue Xue Institute | Taipei, TaiwanCross department collaboration on in-house design projects and external client works. Projects varied from packaging, exhibition, to publication design. Responsible for concept development and post-production communication / monitoring.

Design MethodologyHuman Centred DesignResearch AnalysisDesign StrategyPersona User Experience DesignBranding & IdentityRapid PrototypeUser TestingCommunication & Public Speaking

SoftwareAdobe Creative SuiteSketchInVisionMS OfficeBasic HTML

* Full CV available upon request

LanguagesMandarin Chinese(native)

English(fluent)

Emily Cheng+44 [email protected]

EDUCATION

SERVICE, EXPERIENCE &

VISUAL DESIGN

SELECTEDWORKEXPERIENCE

SKILLS

September2015 –Present

April2016–September2016

August2006 –August2010

March2013–November2014

December2011–August2012

April2011–November2011

August2008 –September2008

INTRODUCTION CV


MiLO

MiLO is an intelligent sidekick that constantly learns, providing personlised suggestions to enrich the transient and complex lives of digital natives. It is an AI-powered service system, was inspired by digital natives who are the future change makers, the early adopters and creators of new technology. To fulfill their needs, MiLO operates across all sectors, based on a point system that has partnerships with strong leaders in the market. It enables digital natives to live the lives they choose in an effortless and unique way. It offers customised advice at any moment,

leverageing their ability to go anywhere, pushing their boundaries to see more, do more, and be more. MiLO offers comfort, security and continuous connectivity. The more it knows about the users, the more personalised and personable its services.

Client: Samsung HQ

Time: Sept 2016 – Dec 2016

Team: Amal Hmayed, Kyungdae Park, Sandee Usanachitt

My Role: User Researcher, Design Strategist, Information Architect, PM, Brand Designer

Tutor: Nick de Leon

What if your sidekick goes digital, and is embedded in a smartphone? Could it be capable of transforming your entire connected world, perhaps even making you a hero?

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UNDERSTANDING AI LANDSCAPE & ANALYSIS

Our research began from understanding how AI works, its capabilities, challenges, and examining other competitors’ products. Based on our analysis, we identified business opportunitiy for Samsung by integrating the AI platform in its own ecosystem, connecting with existing home appliances and wearable devices.

Competitor Characteristics

Competitor Interactions

SO

WT

• Integrated with Samsung home appliances, wearable devices (own ecosystem)• Loyal customers• Acquisition of ViV• Leading Android smartphones

• Emerging customer group: Digital Natives• Potential switch of other Android users• Competitive pricing• Learn from competitors

• Slower initiator• Relying on Android platform (identity crashed)• No aliance / partners• Brand image (distant, more serious)

• Highly competitive market (many AI products)• Google Pixel Phone & Assistant launched• Current negative brand reputation (safety concerns)


living outside their country of birth

Transient Lif estyle

15 Homes 17 Jobs

250Mof the consume rs

in 2020

40%of workforce

in 2025

27%

Technology Dependen tS eek Uniqueness

UNDERSTANDING DIGITAL NATIVES LIFESTYLE


DEFINE & DEVELOP INTERVIEWS / WORKSHOPS

Co-design with digital natives and Samsung Product Design Team We conducted two co-creation workshops with both the potential users as well as Samsung HQ Product Design team.

What do the users want?1. Phyical & emotional security2. Non-intrusive technology3. Customised suggestions

What does Samsung want?1. AI platform solution, not a new physical product2. Potential partnerships3. Positioning as high-end brand


Continuous CommunicationMiLO can communicate with others’ MiLO

Customised ServicesSimultaneous learning and givingtailored suggestions

Real-time updatesExtract information from the clouds

SOLUTION HIGHLIGHT FEATURES

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SOLUTION PLATFORM ARCHITECTURE

DataIntegration

Channel(Back-end)

InformationService Channel

(Front-end)

Display Devices

Evaluation & Optimization >

Percepts >

< Actions < Feedback

NaturalLanguage

Mobile Phone

Accessories

Home Appliances

Milo Platform

Personal CloudPC

Security InformationManagement Big Data Stores Machine Learning

& Analytics Intelligence

Cognitive Services

Data Factory

Bot Framework

Bixby

Knox

Data Catalog

Data LakeStore

SQL Data Warehouse

SQL

Machine Learning

Data LakeAnalytics

Stream Analytics

Transportation& Location FinancialE-mail &

Calendar

SocialMedia EntertainmentHealth

FriendsÕ Cloud (limited access)

FC

Samsung CloudSC

Public CloudPC

Transportation& Location FinancialE-mail &

Calendar


User DataStorage

OperationSystem

DeviceSetting

Travel &Transportation FinancialRetail


News& Weather HospitalityEducation


• 24/7 support• Exclusive personable services available

• 24/7 support• Accessible on all devices• Customised services

SOLUTION INTELLIGENCE LEARNING & PARTNERSHIP


Front StageInteraction

Phase

Location

CustomerActions

Line of visibility

Line of interaction

AWARE JOIN USE REPEAT

HOMETOWN (KOREA) NEW DESTINATION (LONDON) TRAVEL DSTN.

Bac

k St

age

Inte

ract

ion

Type ofInformation

Physical Environment

Phys

ical

Evid

ence

DigitalDevices

Friends’ Cloud

Public Cloud

Personal Cloud

Upgradingphone system

Connectingdevices

Direct connectionto friends’ cloud

Customizetheme Packing Going to airport Arrive at airport Arrive in

London Go to Airbnb Flat hunting Settling inPhysical viewing

Want to go on holiday

Decidelocation Booking flights Booking

accomodationItinerary planning Reunion

2 months later

SamsungOperation System

SamsungOperation System(theme store)

Device storage

Setting up

Pop-upnotification

Welcomescreen

Createaccount

Grant access(Contract)

On-boardingpreferences

Syncdevices

Personal Information (ie. contacts, photos, social medialocation, devices, financials, etc.)

Personal Interest

Types ofdevices

Devicestorage

Personalcontacts

Personalphoto / materials

Others’ info(Limited access)

Send request/ accept request

My Milotheme

Suggested things to pack;notify weight limit / weather

Notifying time to leave

Prompt torequest for uber

Pre-arrival check-in

Notify gatenumber,boarding time, and indoor navigation

Suggest to send notificationto favorite contactswhen arriving destination

Sends arrivalnotification

Suggest bestroute option Activate Milo

Virtualassistant(voice / text)

SuggestResult Virtual viewing

Arrangeviewing schedule

Connect with home devices Activate Milo

Browsesuggestions & confirm

Top 3 suggestions

Paymentconfirmation

Top 3 suggestions

Paymentconfirmation

Create curateditinerary

PersonalContacts

Luggage weightInventoryWeather

BoardingInformation

AccommodationBooking

Favorite contactsHousing photos/videosVR content

Matchschedule of agents/landlords and the user’s

Zoopla / Gumtree /Housing agentsSpareroom

Travel preference &history

Flight time/priceLoyalty points /Dietary preferences

Budget room type

Bank accountFlight info

Active levelInterestTravel historyEvents

Flight schedule(ontime/delay)current location

Personal preferences(budget, room type, travel distancesecurity, neighborhood, etc.)

AirportInformation

AirbnbGoogle mapCitymapper

Samsung 3rd party devices

Friends & Family Contacts

Zoopla / Gumtree / Housing agentsSpareroom / School / Google mapSecurity (police)

Social media (ie. Pinterest, Instagram)Tripadvisor, weather, skyscanner,Airline websites

Flight departure time / real-time traffic update

RetailorWeatherFlight itinerary

Uber / public transportationGoogleCitymapperFlight itineraryAirline website

InventoryE-mail CalendarE-tickets

E-mailCalendarE-tickets

Location Location / ContactsE-mailCalendarLocation

CalendarE-mail (school info)Bank / Social media

Other connected devices

Social mediaAirline membershipTravel history

S health Bank account Bank accountTravel history

Bank accountBank accountTravel historyInterest

Location

WeatherGoogleExpediaSkyscannerKayak

BankAirline (or other 3rd parties)

BankHotel (or other 3rd parties)

AirbnbTripadvisorBooking.com

Travel historyTravel history /Interest

LocationTravel historysocial mediaInterest

Location

Social mediaAirline membershipTravel history

Airline flightscheduleGoogle map

Friends’ accommodationlocation

Optional

SOLUTION SERVICE BLUEPRINT


STACKED

“Stacked”, a dedicated shop that offers modular food-to-go system that provides customization of quality taste. Our design strategy is to leverage the existing strengths of Sainsbury’s, from being a market leader in groceries and offering quality fresh produce, to the food-to-go section. In parallel to the physical shop, Stacked will also offer pre-ordering service, which would allow the customers to easier manage their meals with a click at their fingertips.

By delivering this service, it also helps Sainsbury’s to reduce production cost, recreate brand perception and introducing a new target segment with premium economy products that are quality yet affordable.

Client: Sainsbury’s

Time: April 2016 – June 2016

Team: Eugenia Chen, Jia Xiang Chua

My Role: User Researcher, Design Strategist, UI/UX Design, Brand Designer

Tutor: Gus Desbarats

What is the future food-to-go experience for Sainsbury’s? How can Sainsbury’s better engage with urban workers during lunch time and fulfilling their needs?

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UNDERSTANDING FOOD TRENDS & CORPORATE CHALLENGES

Social Media InteractionDirect conversation with brands via social channels

Celebrity Chef InspirationIncreased exposure to TV chefs and experimental cooking

Change in Eating HabitsMore than 3 meals a day, eat whenever hungry and also appreciate sharing

Alternative Diet FocusGluten free, vegetarian, vegan, etc. Increasing concern for wellness

Low association with lunch

Making changes and localisation isn’t easy

Big database, hard to receive quality feedback

from customers

Consumers doesn’t see the quality offered

Sainsburys’ ChallengesFood Trends

Dominant Supermarket

Branding

Scalability is key

Data Driven

Quality Doesn’t

Translate


UNDERSTANDING CURRENT EXPERIENCE & VOICE OF CUSTOMERS

Current Experience

1) Need to hurry back to work 2) Difficult to carry things3) Buying food for colleagues4) Unappetizing self-served salad bar5) Queuing in extremely narrow aisle

Lunch as fuel

“I only have 30 minutes for lunch, so I need

something quick and easy.” – Sam, 35 yrs

Being in control

“I need to know what’s inside my food and the nutrition information.”

– Sue, 26 yrs

Value for money

“I want something tasty & healthy but not too

expensive.” – Mark, 24yrs

Want to be heard

“Everything is catered to your tastes, and I can even vote for my favorites on Twitter.”

– Sally, 28 yrs

What do the customers say?

Efficiency / Empowerment / Value / Participatory


DEFINE & IDEATION CO-CREATION WORKSHOPS

As a part of our research, we conducted 2 co-creation workshops with urban workers. First session was to understand their lifestyle, daily routine and meal preferences. Second session was to generate ideas together based on different activities we designed in advance. We prepared various props to facilitate conversations, including theme cards and reference photos to inspire creativity.


SOLUTION PICK N’ MIX YOUR LUNCH

Quality

Freshest ingredients from the premium range

products

Healthy

No more processed food, back to basics

Easy & Simple

Easy to choose, easy to carry and easy to eat

Affordable

Customisation doesn’t have to be expensive

Base

SidesMain

STACKED – Count nutrients, not calories.With the new modular system, customers are able to create their own customised lunch box. There is also ‘Top 10 Recommendation Menus’ based on customers’ voting. Customers may either pop into the store, or simply order via the app.

How it works?

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SOLUTION PICK N’ MIX YOUR LUNCH

STACKED App: Key Screens

Sign up / Log in Home Order Customisation Order Confirmation Group Ordering


CUZI

Cuzi is a smart integrated kitchen device, website and accompanying apps that help you manage what’s in your kitchen, how to best utilize what you have and automating your shopping to deliver you the best value with minimum effort.

It maintains a well stocked kitchen that helps you to save time or expense. It helps to monitor what items are present, which perishables need to be eaten, what can be made and what need to be reordered would prove invaluable to any household.

It also updates its records of the contents of your kitchen and also learns your purchasing patterns over time to help automate your shopping list even further and make helpful suggestions.

Partner: Imperial College London EMBA

Time: Jan 2016 – June 2016 (part-time)

Team: Sam Orton-Jay, Anish Joshi, Inna Lim, Sid Gupta, Aroon Baskaradas, Sean Koo

My Role: User Researcher, Workshop Facilitator, UX Designer, Brand Designer

Tutor: Bart Clarysse

How can we ease the process of household/grocery shopping? Would future smart kitchen enables a seamless experience to automated a more efficient and sustainable lifestyle?

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UNDERSTANDING GROCERY SHOPPING BEHAVIOUR

Online Shopping

Home Assistant Devices

Quality,Timely Food

Connected Devices

Pric

e

Kitchen / Food Focus

area ofopportunity

Competitor Landscape / Gap Analysis

Current Trends

What’s the problem?The way we manage the produce in our kitchens today is inefficient. We waste time, money, and food.

Weekly shopping time x2 compared 10 yrs ago

Grocery spending £85/wk per family

Household foodwaste 7.2 milliion tonnes/year


DEFINE & CLARIFYPERSONA

Image source: CNN Money

Grocery shopping is a burden. I am always short of time, and I’d rather enjoy being with my family.

Sarah, 37 yrsFinancial Consultant

Married, living with her husband and son

Cooks 3-4 times/wkOnline + physical shoppingAvg spending: £100/wk

Main concern: Price, efficiency, quality

Technology

Cost Sensitivity

“”

STORE / CONSUMESHOPPINGPLANNING

Opening fridge to find out what’s left

Check shop history, add/remove items, confirm order

Delivery arrives, sort and put away

Meal plan, and decide online or physical shopping

Top-up shop at physical stores

Make meals and make note of expiry dates

If it’s too heavy, consider online shopping

Mobile / PC

Feels disorganised, planning failed

Grocery store

Forgot to use it in time!

Fridge

What’s the schedule this week?

Fridge, calendar (mobile)

Special deals!Check with partner

Mobile / PC

Annoying having to wait at home

Delivery service

PHASE

ACTION

EMOTION

THOUGHTS

TOUCH-POINTS


DEFINE & IDEATION OBSERVATIONS & CO-CREATION WORKSHOPS

Key Insights:

1. Shopping experience satisfaction is low- Shopping is time consuming and much hassle- Convenience is the key- Planning ahead is difficult- Inconsistant experience between online vs offline shopping

2. Price Sensitive- Balance between quality food and reasonable budget- Necessary purchase vs impulsive purchase

3. Forget what they’ve bought- Fruits, vegetable and bread are most purchased items yet the most thrown away items- Struggle to know what others have bought


SOLUTIONSMART KITCHEN SOLUTION

Revolutionizing the grocery shopping experience. An integrated system that will predict your needs.

An intelligent platform that would manage your shopping list, generate suggested recipes, and also help you to manage your food properly so you will never run out or forgot about using up your food in time.

Barcode Scanning

Bluetooth

Voice Recognition

Connected Application

Add items to shopping list

Automate shopping

Monitor inventory

Reduce waste, suggest meals


We’re aiming for a future where Sainsbury’s can predict when you’ll need more groceries than usual. Where you’ll get your weekly shop delivered without even having to do anything. A few years ago Uber couldn’t have existed so anything is possible.

Mike Coupe, Sainsbury’s Chief Executive

SOLUTION INDUSTRY FEEDBACK

“

”


SOLO DINING

According to Office for National Statistics, in 2015, one in a fourth of the population in the UK lives alone. The modernised society has led us to a more independent and solitary lifestyle – a social trend that Kenichi Ohmae has famously referred to as the ‘solo economy’. Businesses are shifting their targets from families to individual customers.

Through my dissertation research, I examined the solitary lifestyle through a specific aspect – eating alone in public. I question whether there is a universal

key to success to catering the solo diners? With the intersection of ‘people living in the city’ and ‘eating in public whilst alone’, there is an emerging service design need in this intervention. The purpose of this study aims to reevaluate current solutions, inspire businesses and researchers to identify potential future opportunities. Ultimately, as one of the many city dwellers, be more conscious of our consumption decisions and look at the way live differently.

Time: Jan 2016 – September 2016 (part-time)

Tutor: Maya Rae Oppenheimer

Publication / Speaker: 3rd International Conference on Food Design

How can we create a pleasant solo eating experience for city dwellers? How can full-service restaurants engage with single diners and reduce stigma for eating alone?

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UNDERSTANDING RISE OF SOLO ECONOMY

The three major trends of the 21st century – aging, low birth rate and internet connectivity – are merging into a huge economy. It has created an impressive “one-person economic boom” that is affecting everyone’s life, leading to unlimited new business opportunities.

What makes a good solo dining restaurant?

7.7 million

110%

1/4

27%

50%

1/3

living alone in the UK

increase in bookingsover past 2 years

UK population

eat alonemost days

Londoners

Kanada-Ya Japanese / £

Blixen Modern European / ££

Barrafina Spanish / £££

Princi Italian / £

Bocca Di Lupo Italian / ££

The Palomar Jerusalem / £££

eat without companion


FIELD RESEARCH & ANALYSIS RESTAURANTS COMPARISON

To visualise and compare my dining experiences, I mapped out the emotion journey and also identified five key elements that are crucial defining a dining experience based on my conversation with other customers and restaurant staffs.

Time

Kanada-Ya

Price

InteractionComfort

Food

Time

Princi

Price

InteractionComfort

Food

Time

Blixen

Price

InteractionComfort

Food

Time

Bocca Di Lupo

Price

InteractionComfort

Food

Time

Price

InteractionComfort

Food

Time

The Pamolar

Price

InteractionComfort

Food


SERVICE DESIGN FRINGE FESTIVAL

The Service Design Fringe Festival runs alongside the London Design Festival to showcase the game-changing work that service designers are doing in London.

In the 3rd year of Service Design Fringe Festival, I joined the core team and developed the brand identity and its first official website to enhance its online presence and awareness. www.sd-ldf.com

Time: April 2016 – September 2016My Role: Brand & Website Designer

How can service design community come together to exchange ideas?


BE CURIOUS,

SEIZE OPPORTUNITIES

CREATE POSSIBILITIES

www.emilyatcheng.com | [email protected]

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