Ying-Jen (Emily) Chenâ€™s Portfolio
The logo consists of three letters - YJC, which are Ying-Jen(Emily) Chenâ€™s initials. Burgundy is my favorite color to represent my personality. My personality is like red wine, the taste is more than you thought it would be at first. The green indicates that I always keep a fresh mind in a creative way.
Meaning of Logo
The shape of the logo is a key, which is a metaphor for Ying-Jen (Emily) Chen, a key person to open doors.
Take the key to open the door
Lerado Group- Baby Product Development
www.lerado.com.tw (July, 2004- June, 2009) Developed lines of baby products for corporate clients- Graco, Kolcraft, Bambisol, GP, Uppababy, etc. Managed account for a French baby product brand - Bambisol
• Received 5 patents for different products. • Over 6 new products are sold in USA and Europe • G-Lite - An Uppababy Product - Lightest umbrella stroller in the USA - Received Babble Best 2009 Seal from Babble - Received Mom-Tested Seal from Parenting Magazine
Project Leader R&D Dept. Lerado China Branch
• Served as liason between Lerado and Bambisol (Franch brand) baby product company • Managed projects from development through production for corporate client
R&D Dept. Lerado Taiwan HQ
Developed initial concept and designed infant/baby products 2004
Bachelor of Fine Art
National Yunlin University of Science & Technology (YunLin, Taiwan)
Industrial Design GPA 3.84
Younger Designer’s Exhibition SOHO New LifeOffice System Design
Education & Professional Experience 4
Skills & SpecialityObjective Pro Engineer SolidWorks Keyshot
• Wafee Projectis on the shortlist for the final judging of 2012 red dot Design Award • Levsure Projectis on the shortlist for the final judging of 2012 red dot Design Award
Event Planning Marketing Research CIS Design Marketing Strategy Merchandising
Savannah College of Art and Design
Patents • Folding baby stroller frameUnited Kingdom/GB2425286, Germany/202005016709
• Stroller FrameUSA/D576525
• Pet carrier-
Highly creative and experienced project manager actively seeks employment position which includes design management tasks in project development.
Master of Art
Mandarin Chinese Taiwanese English
Honors & Awards
• • • • •
Creative Thinking Marketing Strategy Problem Solving Mechanical Aptitude Manufacturing Process Team Leadership Multi-Tasking Abilities Time Management Communication Skills Budget Development Key Decision Making Process Development
Auto CAD Photoshop/ Illustrator InDesign / After Effect
2012 SCAD (Sep, 2011- June, 2012) Memento Design Award
(June, 2012) (Georgia, USA)
Design Management GPA 3.88 Verizon Cellular Sales
I am an ambitious person who like challenge in my life, was promoted from an Industrial designer to a project leader within three years in the previous career. Received several patents for products and managed products to be sold in the market. In order to enrich my knowledge, I pursued higher education in Design Management and Industrial Design of Master Degrees at SCAD. The education improves my communicate skills when working in a team. I led a team to hold a competition for school which sells winners’ works at SCAD stores. My strengths are creative thinking and market strategy in project management. I want to utilize the knowledge and experience that I learned in my future career and create more products to improve the quality of people’s lives.
Industrial Design GPA 3.84 Kids II Collaboration project
www.kidsii.com (Mar-June, 2011)
New product development “Safungo” project receives patent in the USA 2012 SCAD Memento Design Award Project Leader of the event www.scadmemento.99k.org Event Plannig / Marketing Research / CIS Marketing Strategy / Design for award / Merchandising
Emily’s Design Management
Team Work Project Management
Cri Brand Mission Brand Beliefs
M Re arke sea t rch
Brand Heritage Brand Oﬀering
Brand Personality Brand Positioning
5 Senses • Sight • Smell • Taste • Textile • Sound
Brand Audience Brand Beneﬁts
a lu sV
Inv en tio n
Personality Reputation Loyalty
Marketing Strategy 6
Where to sell How to sell
Emily’s Industrial Design
Research Problem Finding
- Market - Ethnographic - Users Experience
Design Research (User Testing)
Ying-Jen (Emily) Chen’s Industrial Design
Production Useful Usable Visible Valuable
Bio I came from Taiwan, a friendly and lovely island in Eastern Asia. My background was in Industrial Design. I worked as an industrial designer and project leader for five years in Taiwan and China in baby product field. Later, I went back to school to pursue master degrees, then I earned both Design Management and Industrial Design MA degrees at SCAD in June, 2012. My goal is to work as a project manager in which position I can fully utilize the work experience and knowledge I possess.
Everyone should examine their role of life at the stages in which they are at.
Design Management Content
Products in Market
Design Skills 9
Emilyâ€™s Design Management
Branding Industrial Design
2012 SCAD Memento Design Award 2012 SCAD Memento Design Award is designed for SCAD students. This is a competition to help students making their designs into reality and sell in SCAD retail stores. In the other hand, the students’ works help SCAD gain reputation because they demonstrate SCAD’s professional education and students’ skill through their designs. The event is founded by Emily Chen, and sponsored by Working Class Studio (a department at SCAD.) The SCAD Memento Design Award is holding every year to renew products in SCAD stores. The mission of SCAD Memento Design Award is to boost SCAD students to be creative and imaginative by utilizing the skill they learn and advanced equipment school provides. The competition also encourage students in different majors to work together in order to broad the vision of their design.
SCAD is a preferred professional art and design school but SCAD has never take advantage to ask students design products for SCAD. 2012 is the first year we hold Memento Design Award for SCAD.
We want people to be aware of SCAD and to attract more students to attend SCAD. SCAD can gain fame through the competition and students can build confidence if their works are sold in stores.
Brand Mission on Earth
We exist because we are the liason between students and SCAD. We create value for SCAD, students, and consumers.
We provide a channel for students to design mementos for SCAD which are sold in SCAD retail stores.
Brand Audience • SCAD- SCAD sells unique mementos
Brand Values / Beliefs We believe SCAD is a professional art and design school and we have abilities to make concepts into products to sell in stores. The event demonstrates we are professional.
SCAD students experience school life and learn knowledge from school and then apply them on designing products to create SCAD’s own products.
in stores and gains fame through the products. Designer- SCAD Students build confidence if their designs are sold in stores. Customer- people become aware SCAD is a professional art and design school.
SCAD stores sell products that are designed by SCAD students to tell people that SCAD is different.
We create a platform for students to make their designs into reality. Students can use school equipment to produce their works.
working class studio
a division of
Research Primary Research
Design - logo design - Poster - web - video - Facebook
- 4 interest meeting
- Design& Concept Discussion
Production Display in store
- award cup design - display in store
Team Business Plan for Competition
SCAD Memento Club
Business Model Key Partners
Build Students‛ Confidence
Customer Segments SCAD students
Customer Relationships shopSCAD
Low Volume Production
Working Class Studio
Ex Libris Bookstore
Provide chance for students to make their ideas into reality
Use free SCAD resources to do low volume production
SCAD Prestudents SCAD
Sell students‛ works as SCAD memento to make we‛re different
Use students‛ works to show we‛re professional art and design school
Ex Libris Bookstore
Low Volume production
Display and sell products
SCAD Memento Design Award
Revenue Streams Memento for interest meeting
Materials for low volume production
$250 Buy a design
Sell products in retail stores
The business model helps project manager control the project. It includes what resource the project need to use, who the project manager need to contact, cost of the project, and so on. 14
Time line 2011
Fall Week 1
Fall Week 10
Spring Winter Week 6
Works from various students from diďŹ€erent majors
Memento Design Award
Summer Spring Week 3
Low Volume Craft Production
SCAD Memento Design Award Sell in SCAD Stores
The competition starts Fall and ends Spring Quarter every year so students have enough time to design and produce their works. The selected works are planed to show and sell in SCAD stores in graduation ceremony as a pride attraction to all the visitors.
Benefits for Audience Audience
SCAD could demonstrate its professional education in art and design field, and attract more students to study at SCAD.
Pre-SCAD students could feel the excitement and potential to join the school.
Students could develop their ideas and make them into reality through this competition.
SCAD graduates could buy these souvenirs as their life time memory.
SCAD Visitors & Savannah tourists
Visitors would be more impressive about SCAD through the souvenirs.
Working Class Studio & Ex. Libris (Campus stores)
Working Class Studio and Ex. Libris could attract more customer and get more profit by selling SCAD souvenirs while helping the school at the same time. 15
Project Organization Chart
Sponsor-Working Class Studio Director of Merchandising Jonathan Ashley Osborne firstname.lastname@example.org 912-525-6993
Video & Web Design Chia-Lung Liu Motion Graphic
Design Management Ying-Jen(Emily) Chen email@example.com 510-896-5373
Graphic Design Tanner Lai Industrial Design
Promotion I-Cing Kuo Animation
CIS Design Posters
Have a great idea for a product? Want to show your college spirit? Interested in seeing your designs come to life and be made available in retail stores?
This is the opportunity you’ve been waiting for! This year, Working Class Studio is proud to sponsor the 2012 SCAD Memento Design Award, a student design award aimed at creating a fresh, innovative collection of SCAD souvenirs and branded merchandise. We are looking for a wide range of product designs that creatively represent SCAD’s unique spirit, its comprehensive degree programs and, of course, its talented students and alumni. This exciting competition is open to ALL current SCAD students.
Winners of the 2012 SCAD Memento Design Award will receive a $250
For more information, attend an interest meeting • November 10th, 2011 at 7 p.m. at the SCAD Museum of Art • November 11th, 2011 at 2 p.m. at the SCAD Museum of Art
or visit us at www.workingclassstudio.com.
Want To See Your Design In SCAD Stores? Bring your ideas to Design & Concept Discussion and have more chance to win awards Winners will receive $250 Prize for each design Submit your final works by February 27
Postcards Have a great idea for a product? Want to show your college spirit? Interested in seeing your designs come to life and be made available in retail stores?
This is the opportunity you’ve been waiting for!
Check more information on www.workingclassstudio.com or e-mail to firstname.lastname@example.org
This year, Working Class Studio is proud to sponsor the 2012 SCAD Memento Design Award, a student design award aimed at creating a fresh, innovative collection of SCAD souvenirs and branded merchandise. We are looking for a wide range of product designs that creatively represent SCAD’s unique spirit, its comprehensive degree programs and, of course, its talented students and alumni. This exciting competition is open to ALL current SCAD students.
Winners of the 2012 SCAD Memento Design Award will receive $250 prize.
For more information, attend an Interest Meeting • Thursday November 10th, 2011 at 7 p.m. at the SCAD Museum of Art • Friday November 11th, 2011 at 2 p.m. at the SCAD Museum of Art
or visit us at
Information Note For more information, please attend an interest meeting at the
SCAD Museum of Art • Thursday, Nov 10th, 2011 at 7 p.m. • Friday, Nov 11th, 2011 at 2 p.m. or visit us at www.scadmemento.99k.org
For more information, please attend an interest meeting at the
SCAD Museum of Art • Thursday, Nov 10th, 2011 at 7 p.m. • Friday, Nov 11th, 2011 at 2 p.m.
or visit us at www.scadmemento.99k.org
Memento Making with Lase cut
Memento for Interest Meeting
2012 SCAD Memento Design Award printed 200 large posters, 200 medium posters, and 600 small posters to post in different SCAD buildings and Savannah local stores for promotion. Also, Emily Chen, the Event Executive holds 4 interest meeting to help students understands the competition at SCAD Museum and 1 design concept discussion to review studentsâ€™ works before they submit their designs. 19
There are 75 submissions for 2012 SCAD Memento Design Award, 6 piece of works are selected after two rounds of evaluation meeting.
Select Works Name of Product: Bear Canteen
Name of Product SCAD Door Handle Tag
Description of Your Product: A stainless Steel water Canteen with a stylized bear holding a dripping bees nest printed on it. The image has an endless possibility of applications and is designed to ďŹ t nicely on everything from t-shirts to iphone cases.
SCAD provides many areas of art and design studies for students to enjoy their education in school. Every student has unique skills. The SCAD door handle tag is inspired by different majors and specialties and what people usually do in their working time!
Material use: Mat Board /Laser Cut
SCAD e-Mail Address
703 415 6606
ID Number(s) 000847191
Designer(s) Michael McQuaid
Phone Number (516)526-2258
SCAD e-Mail Address email@example.com
Name of Product
Name of Product
SCAD Wooden Postcard
the clock is made especially for scad students. The numbers of 2, 5, 8, 11, which are the class time at scad, are emphasized so that the students can handle their schedule easier and be on time to classes.
Compared with paper postcaeds, wooden postcards are easy to carry and keep without damage. It is natural, green, and easy to produce. In addition, the material used is not expensive. A picture of SCAD theater is cut out of the front side. This building is one our landmark building.The big SCAD logo on the theater has reference signiďŹ cance for our school.
ID Number(s) 000835936 000835058
Designer(s) Julia z. Huang Ying-Jen Chen
Phone Number 912-332-3601 510-896-5373
Major(s) Illustration Industrial Design
SCAD e-Mail Address firstname.lastname@example.org email@example.com
ID Number(s) 001396671
Designer(s) Ti Zhao
Phone Number 9124127007
Major(s) Design Management
SCAD e-Mail Address firstname.lastname@example.org
$2 / $1
Marketing Strategy Industrial Design
Home Improvement Tool Kit for Women This project aims to empower women through increasing their confidence, education, and interest in toolsâ€Ś Many women are less adept and less interested in using basic hand tools than their male counterparts. They were not encouraged to play with tools or educated how to use tools during their childhood development. This project aims to empower women through increasing their confidence, education, and interest in tools by creating a new ergonomical, comfortable, and welldesigned tool kit for women which is sold in untraditional tool outlets such as Macyâ€™s, Target, and Publix.
Project Overview 1 Secondary Research Internet Article Scholarly Article
The interview focus on user with two purposes.
Focus on women usage of tools
• women’s shopping
25 People at river street
Observe how women use tools, the interaction between women and the tools.
behavior women’s impression of tools
Cosmetic + Tools
• Fabric Box • Plastic Box
Objective Our objective is not just creating or designing a new tool set for women, but to develop a quality set of tools that encourages women to recognize the importance of having and using tools. Our project is about the social issues related with women’s behavior with tools. We plan to address this through researching / observing women’s behaviors, preferences, and the bigger philosophies of women’s fear with tools. We plan to create a new market and empower women to use and purchase our tools as they will be pleased that they have them when they need them. We will research current trends with women’s tools, tools in general, and understand the ergonomics of tools.
Social Issue • Women’s shopping pattern • Why women don’t use tools? • How women use tools?
Emotional Design • • • • •
What women want? What women need? What women have? What women like? What women are interested in?
Secondary Research Womenâ€™s Shopping Behavior Mission: go to Gap, buy a pair of pants Female
Female Time- 3 Hrs 43 min. Cost- $876
Male Time- 6 min. Cost- $33 http://www.cloquetchurch.com/when-opposites-attract
80% buying decision at home. Business Week 2004
60% women have impulse buying behavior. AD Week 2009
• How often do you go shopping? • Where do you go for shopping the most? • Do you buy the same item but in different style even you already have one at home? • When you go to a store, do you go straight to the target product or do you browse the store first? • Have you ever bought things but you never use it?
• Do you have tools or tool kit at home? • Do you use tools? • Why don’t you use tools
Shopping Behaviors • • • • •
1-3 weeks Shopping mall / high-end stores Browse stores Impulse buy Looking, Price, Brand, Usage, Quality
• Have tools but seldom to use • Doesn’t have knowledge to use • Not interested, ask others to
River Street, Savannah
Survey If you have a toolkit, what tools you want to be included?
Do you think you should keep a set of tool kit at home in case you need it?
88% Tape Measure
12% Not Sure 8% No
96% Screw Driver 76% Scissor 56% Knife 84% Hammer
56% Level 60% Wrench 60% Plier
How much are you willing to pay for a tool kit?
48% Long Nose Plier 52% Garden Scissor
4% $46 +
80% Flash Light
56% Sewing Box
36% under $25 44% $26-$35
What you usually do for home improvement? 44% Repair 76% Home Decoration 36% Installation 44% Gardening 27
• Have limited knowledge to use tools
ex: Wrench, Level • Fear of using tools • Tool size is not suitable • Quality of tools are not good, some look like toys
Competitor Analysis Brand
Contents Screw Driver Driver Bits Mini Screwdriver set Wrench
Long Nose Plier Slip Joint Pliers
Hammer Tape Measure Hex Keys
Level Mini Clamps
Exist Product Analysis Driver Bits
Mini Screwdriver set
Long Nose Plier
Slip Joint Pliers
Result of competitor analysis
- Some tools that women have limited knowledge to use. e.g. Level, Wrench, Slip Joint Plier - Some tools are not ergonomic for women in size. e.g. hammer, screw drive 30
uy b n e m o wo d s? l y o h o t W t no t u b s c i cosmet rs avio
Business Week 2004
80% buying decision at home. AD Week 2009
60% Women have impulse buying behavior. 52%
People spend money on indoor home improvement. American Express 2011
Do nâ€™t Spe unde ndi resti n m Wo g Pow ate t me er o he n. f
eh ng B oppi h S nâ€™s Wome
Force Field Diagram
Women love to browse in stores and will more likely to have impulse purchase
Women during interview confessed that they “should“ have tools but they don’t
Women like visually attractive objects as well as simple and easy to use objects
Women like to be well prepared with kits stocked
Create simple tool kit that evokes women’s Pre-need thoughts during their impulse purchase. Strong
Women are afraid to use tools
Women are not interested in tools
Women more rely on others to fix things
Women think that tools are for men
• • • • • • •
Graduates from college Rents house or apartment Work hard, play hard Don’t save too much for future Not married, no children, live alone Grooming is important – hair, skin, nails Hobbies – shopping, movies, dinning out, group activities, exercise
Early-Career • • • •
5-8 years work experience Mortgage – purchasing first home Quality of life is important Hobbies – wine tasting, traveling, reads on her Kindle • Moves on to higher quality • Could be married • Work full-time and is financially independent
Mid-Career • • • • • • •
Vice President, Established Manager More luxury care More leisure time Spend money on quality Grooming / anti-wrinkle / beauty supplies Hobbies – gardening, puzzles, walking in parks Spends lots of money on clothes to look younger, hide “flaws” • Dinning at nice restaurants often like • Kitchen stuff is important • Remodeling house
Better quality of life Quality of products Financially independent Shopping in high-end stores Gardening, Home decoration
Demographic WHO Financially Independent women who are not interested in tools
HOW TO SELL
• Impulse Buy • Aesthetic
WHERE TO BUY
Package (Cosmetic image)
High-end Stores Shopping Mall / Publix $26-35
Tool Kit For Women
• • • •
• Comfortable • Confidence • Independence
WHEN TO USE
Repairing Gardening Installation Hand Craft
Toolkit for Women
Screwdriver / Driver Bits
Fastener Set / Sewing Box / Mini Screw Driver set
Long Nose Plier
Experience Model Store Attract
Exit Women’s shopping behavior
High Quality Toolkit
Try to use
Questionary Why do I need it?
Convince self to buy it
Extended Set up
Quality of product
Browsing in High-end store
• Storage • Carry • Take out • Put back
Double Side Box
Level Long Nose Plier
Power Screw Driver
Flash Light 37
Q.diva Queen â€˘ Goddess
Q.diva is a user friendly tool that allows independent women feel comfortably doing their home improvement project and build confidence.
Long Nose plier
Final Deliver -Double Side Box
Final Deliver -Level
Final Deliver -Cordless Screw Driver
Push to open the cap
Emily’s Design Concept
Market Size User Age Date
USA 30.79”*25.12”*26 ” 0-36 Months April, 2011
SaFunGo Safe • Fun • Go
“ How do you deal with your baby when you want to take a shower, cooking, or chore? Parents usually can’t leave their baby alone for a log time when they want to do something. The idea of “Safungo” is to create a home stroller, parents can bring their baby with them all the time. “Safungo” means Safe, Fun, and Go, baby always stay in safe environment, have fun with itself, and stay with parents all the time. The appearance inspiration of “Safungo” is mom’s belly because I want to create secure feeling when baby was in mom’s belly.
Button for folding
Removable Fabric for clean
Adjustable Seat Angle 47
Adjustable Handle Height
Emily’s Design in Market
United Kingdom •Germany •France •USA
2005 www.uppababy.com 69
Patents China 200520057932.6 UK GB2425286 Germany 202005016709 France 2884789
Market USA Size 18.5â€?*24â€?*42â€? User Age 0-36Months
The umbrella strollers in the current market are heavy and hard to fold, and users need to use their feet to fold the strollers which sometimes hurts their toes. The design of G-Lite changed the structure of umbrella stroller to reduce its weight. Also, G-Lite changed the fold operation from using feet to that of hands so that users can hold their baby in one hand and use the other hand to fold the baby stroller. Today, G-Lite is the lightest(8.3lb) umbrella stroller in the US market.
Device for folding
Removable and changeable fabric for winter and summer 71
Removable cup holder that can be positioned on right or left side
Honor • Received Mom-Tested seal form Parenting magazine 2007 • Received special report in JPMA Show from Kids magazine 2007 • Received BABBLE BEST seal from BABBLE.com 2008 • Received over 4 stars for consumer review in web
What makes it special? • Lightest umbrella stroller in USA market • Novel and convenient way to fold stroller, and receive patents from several countries • One hand fold while holding a baby
Matthew Settle April,2011
Fit Pregnancy May,2008
Spot-light in JPMA Show 2007,Orlando Kids Today, April 2007 73
Spelling-McDermott family Dec,2007
Compagno Patents USA-D576525 EU-00686118-0001/000787791-0001 Taiwan-D120582/D123100 China-200630073633/200730050980.7
Market USA Size 47”*25”*39.5” User Age 0-60Months
Compagno is designed for both younger and older children in order to satisfy the desire of older child who always want to use the baby strollers with their younger siblings even though they have out grown the need for a stroller.
Design Features Removable tray for picking up the baby
Removable tray for easy cleaning
Handle for easy to carry
Handle for older child to hold
Removable seat for access to stuff
Easy access to stuff
Canopy for both older and younger children Board for older child to stand on
What makes it special? â€˘ Stylish appearance â€˘ Afford older and younger children to use it at the same time
http://www.carters.com 2007 78
Playard Market USA Size 30”*41.7”*32” User Age 0-36Months
This is an innovative break system to save costs for the brand. There is no break system inside the wheel. Instead, user pull up one side to move the playard. The playard is fixed on the ground naturally, it stays on the ground.
What makes it special? • innovative break saves cost
Pet Carrier Patents Taiwan-D121535/D121536 USA-D574559/ D584458 China-200730045694.1/200730045693.7
Market USA Size 19”*12.5”*14” User Age 0-36Months
The pet carrier enables passengers to fondle the pet inside during the journey without letting the pet out. The upper door allows easy access for petting. What’s more, it can be quickly fixed utilizing the same technic as children’s car seat.
Emilyâ€™s Design Skills
Digital Drawing Material Cintiq
Material Solidworks / Pro-engineer / Keyshot
Material Pink foam / EK foam / Paint
Ying-Jen (Emily) Chen (510) 896-5373 11 Castledown Rd. Pleasanton CA94566 email@example.com