ABOUT
In the project, the team was assigned by Samsung to research and define design opportunities for “Modern China”, and develop three differentiating designs of LED monitors for China’s 1st through 3rd tier markets, which are strategically important for Samsung. Working as an product design intern at Continuum, this is the the first project I joined that includes extensive enthnographic research to understand the local culture and people.
ROLE
Enthnographic research, product strategy, industrial design, 3D modeling & rendering
Understand Chinese Youth through Enthnography Research
3 Cities, 13 Participants
In order to deeper our understanding of current Chinese youth, we conducted our field research in three different cities, from tier 1 to tier 3, in China. Through the interviews, different probing activities, our team came up with lots of insights about this emerging group.
Understand Competitive Landscape
We visited several large consumer electronic markets in Shanghai, in order to have a first hand experience with current products. Then we review the similar existing products in market, and analyze their design languages.
Read another case study
MONITOR DESIGN FOR POST 90'S
To Develop New and Differentiating Designs of LED PC Monitor for Chinese Post 1990's
TEAM
Brian Wen, Project Manager | David Kent Chou, Strategist | Violet Chen, Strategist | Lingshuang Chen, Design Intern
TIME
06/2012 - 08/2012
IMPACT
One modified version of one design was launched by Samsung in 12/2012 with big success in sales volume.
THREE DESIGN CONCEPT RENDERINGS
THE DESIGN PROCESS
Design Features
Inspired by Chinese philosophy Zen.
Inspired by Chinese philosophy Zen.
Design Features
or, Back to Work
Design Features
Inspired by Chinese architecture Zhao Bi, a screen wall facing the gate of a house.
Inspired by Chinese architecture Zhao Bi, a screen wall facing the gate of a house.
Design Features
Design Features
Inspired by Chinese craft, armor.
Inspired by Chinese craft, armor.
Design Features
See the Big Picture: Secondary Research
Living in a Paradox
To further understand our users and the context, we conducted secondary research on various sources: popular media, quantitive research report, and bibliography. An emerging theme came up as we analyzed the data.
3 Field Insights and Opportunities
4 Monitor Related Insights and 5 Design Criteria
From Insights to Personas
We collected and reorganized the data got from the field work, spent a week analyzing and coming up with five personas for five distict design directions. I sourced a great amound of related images, and created the mood boards for each persona. The images turned out to be very valuable in giving designer inspirations in the ideation phase.
Ideation and Participatory Design
Having created five design directions, our team came up with many ideas on form, function, color, material and finishings. After that, we had participatory design session with the stakeholders to narrow down the options. Before the session, we created a framework like below to present our ideas and intrigued feedback from people across disciplines (marketing, engineering, product, and management).
3D Modeling and Prototyping
After we were set on three concept directions, I created three 3D models in Rhino and rendered the products in Keyshots. There were lots of iterations on the overall form and details. I worked together with David, who used to be an automobile interior designer. He gave me lots of feedback in the process.
We collaborated with two local supplier to make three hi-fi prototypes. I provided the 3D models needed for molding. The final prototypes were amazingly beautiful.
The 3rd concept was selected by Samsung.