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FEI WANG 2012 PORTFOLIO


Experienced in exploring social and culture movements and categories trends, synthesizing broad-level research to create design and strategy solutions, uncovering future-forward consumer insights and behaviors through primary and secondary design research, forecasting seasonal aesthetic trends and translating them into design pathways. Have strong passion for bringing excellent design to people’s life.

FEI WANG Design Researcher Design Strategist Trend Analyst


MY PASSION • • • • • • • • • •

Design Research and Strategy Trend Forecasting and Analysis Consumer Behaviors Research Aesthetic Forecasting and Strategy Asian Culture and Consumer Insights Food, Beverage and Beauty Categories Insights Primary and Secondary Research Industrial Design Design Thinking Branding


PORTFOLIO AGENDA Part 1 Generate Strategies from

Part 2 Generate Strategies from

Part 3 Generate Strategies from

FUTURE CAPTURING

DESIGN RESEARCH

CONSUMER INSIGHTS

Identify and forecast social and culture movement and emerging category trends; apply trend learning to product and brand innovation

Use design research tools to reveal consumers’ emotions and desires and to discover design problems and solutions

Uncover current and future consumer insights and behaviors and transfer these insights into design or business opportunities

Part 4

Part 5

AESTHETIC STRATEGY

DESIGN THINKING

Forecast aesthetic trends and synthesize them into pathways to develop aesthetic strategies for product or brand

Master Thesis Trend Transference: Explore How Designers Eectively Transfer Trends into Design Concepts


PART 1 :

Generate Strategies from

FUTURE CAPTURING


SPECIALTIES ‣ ‣ ‣ ‣ ‣ ‣

Trend forecasting and analysis Categories trends research Strategic implications Social and culture movement Scenario planning Backcasting

SHOWCASE Category Trends and Strategic Implications Food Trends

FUTURE CAPTURING Identify and forecast social and culture movement and emerging category trends; apply trend learning to product and brand innovation

Social and culture Movement Africa in China


Category Trends and Strategic Implications In-depth, pan-category research combined with analysis and strategic synthesis provide an inspired look at emerging trends for specific categories. With insights from trend research, customized recommendations for each client can be made for brand positioning, new business opportunities and product/packaging innovations.

Project Example: Three Food Trends with Implications Individual Project


Art of Pairing

Scientific Passion

Spirit Gastronomy


Art of Pairing Chefs are pairing pleasurable aromas and flavors to achieve an innovation twist of enhanced taste rich with subtle nutrition.


Art of Pairing

The Flavor Thesaurus, by Niki Segnit, pairs classic flavors with unusual ones, like chocolate and rosemary; combining feisty and fruity; a color palette painting with your taste palate.

Christina Tosi received the Rising Star Chef award for her experimental approach of combining unlikely ingredients—such as potato chips, cornflakes and coffee grounds— to offer her delighted diners an unforgettable flavor journey.

A leader of postmodern cuisine, Homaru Cantu marries exotic flavors with state-ofthe-art technology to create sophisticated gastronomy. This “Salvador Dali” chef makes sushi using an inkjet printer and edible paper!


Art of Pairing

Trends Implications For cereal brand DREAM X: NOW What about DREAM X provided consumers with exciting recipes using its cereal paired with other fun food. NEXT What about DREAM X teamed up with a famous milk brand and matched DREAM X flavors with a complementary milk flavor and color. FUTURE What about DREAM X crafted a box that contains the standard flavor cereal with an included multiflavor packet that oers consumers the possibility of personalizing their new magic flavor pair.


Scientific Passion Experts and novices alike are turning their passion to science and technology to push the food experience into a new orbit.


Scientific Passion

Modernist Cuisine, by former Microsoft Chief Technology Officer Nathan Myhrold, a six volume, 2,400 page, encyclopedia of cooking techniques that range from common to avant-garde, is the current fascination of chefs and food critics alike for it’s in-depth look at the science of cooking.

The Molecular Cuisine Starter Kit includes 50 individual proportioned chemicals and tools to create molecular cuisine concoctions like beet foam and asparagus spaghetti.

The Blumenburger, from Heston Blumenthal, takes 28 hours to make and includes creating custom cheese slices and grinding the burger with Blumenthal’s patented grain-orientation technique. This advanced process adds precision and control to the final taste.


Scientific Passion

Trends Implications For sauce brand DREAM Y: NOW What about DREAM Y highlighted the science and technology of its products on the front of its packaging to market itself as a brand with advanced food science. NEXT What about DREAM Y created some Molecular Cuisine recipes using its product to entice all food lovers to try this creative new culinary art. FUTURE What about DREAM Y oered a product package mix with the main ingredients but allows consumers to add their own unique ingredients while trying to successfully master the new Molecular cuisine technique, changing their kitchen into a food lab.


Spirit Gastronomy Rocketing the eating experience into a realm beyond simple taste satisfaction into one which achieves mental and emotional fulfillment.


Spirit Gastronomy

Adina Holistics, a line of ayurvedic juices, uses its herbal and botanical blend to fortify the immune system and vital organs against the side effects of stress, to offer a sense of the mind, body and spirit well-being.

AM/PM health drinks, made with natural botanicals, offer two blends formulated specifically for morning and evening emotional needs such as clarity or calm.

Chef and neurologist Miguel Sánchez Romera has launched a concept restaurant in New York that offers diners an experience in neuro-gastronomy, with a focus on neuro-sensory perceptions and emotional memories of food.


Spirit Gastronomy

Trends Implications For juice brand DREAM Z: NOW What about DREAM Z promoted its products with the language and benefits around total body wellbeing, including both physical and emotional health. NEXT What about DREAM Z organized its products highlighting emotional needs, such as calm, happy, and excited. FUTURE What about DREAM Z created the ultimate experience by blending the pleasure of taste and aroma, raising them to be the powerful and essential flavor system of the brain.


Social and Culture Backcasting Movement Capturing a shift in a country’s society and culture reflecting major changes in lifestyle, attitudes, values, behaviors, feelings and thoughts helps brand developers and designers anticipate and prepare for future consumer desires.

Project Example: Africa in China (Partial Sample) Individual Project

China has been developing a friendly relationship with Africa for many years. Driven by economic benefits and political stability, the Chinese government continues to strengthen and broaden this strategic connection. As China’s influence in Africa grows, so does the role of Africa in Chinese society and culture. All things African are becoming a trend in China.


GOVERNMENT GUIDANCE Government leaders in China and Africa are developing strategic cultural relationships that are also mutually beneficial in politics and economics. China-African trade has been booming since 2002. It has grown from $3 billion in 1995 to $25 billion in 2005 making China the third most important trading partner of Africa. China’s 2006 ‘Africa Policy’ reiterates this fact: “China seeks to establish a win-win economic relationship by developing a strategic partnership with Africa; built on political equality, mutual trust and cooperation and enhanced through cultural exchanges.” During the Chinese/African business conferences, the Chinese government created an Africa Wall in Beijing to heighten citizen awareness of historic and beautiful African monuments.

African House, in Tianjin, is a SinoAfrica business service group, offering international services for businessmen, including trade consulting, travel services, property management and communication development. This is the first time that Sino-Africa business services have appeared in China.

In 2008, African books were the ‘hot’ read. The bestsellers were about how to do business in Africa. More and More Chinese businessmen see opportunities in Africa and hope to increase their understanding of African business protocol by studying related textbooks.


CULTURE COMMUNICATION Following government directives, intercultural communication programs have increased the cross-cultural understanding between these two nations. In 2007, China started its first ‘ChineseAfrican cultural exchange program’. There were only 17 visitors from 11 countries; but by 2008 the numbers rose dramatically for this 11-days event. There were 147 artists, performers and cultural officers who came to China from 25 African countries. At this event, exhibitions, dance performance and culture conferences were hold in Guangzhou and HongKong. Five famous African artists presented a life co-creation show with Chinese artists that delighted and visually inspired the audience.

In 2008, the first ‘Walking into Africa’ travel and culture festival was hold in Beijing. For ten days, more than 20 African counties displayed artwork, cultural exhibits and beautiful photos of interesting sites to potential Chinese travelers.

In 2008, Mozambique and Eritrea initiated a collaboration with China on the subject of animation. Chinese experts travelled to Africa to help improve their animation industry. Shortly after this visit, the first African-themed Chinese animation appeared on Chinese TV.


EXPERIENCE INFLUENCE Due to numerous cultural exchanges, Africa’s lifestyles began to enter everyday Chinese living. In 2008, a museum named “Experience of African Lifestyle” opened on Xianggang Road in Shanghai with the goal of introducing African lifestyle to those unable to travel there directly. TOUCHAFRICA has opened ten stores throughout China. The grand opening of the Shanghai store was a gala celebration with African officials, famous designers, China-African businessmen, and many members of the media in attendance.

In China, the traditional travel destinations have been Southeast Asia, Europe and the U.S. However, Africa is quickly becoming a top destination for the future. In 2009, there were more than 200 Chinese travel agencies attending the South Africa Travel Conference in Shanghai.

In 2006, there were very few Chinese patrons in African restaurants located in Chinese cities. By 2008, it was standing room only. Now upscale African themed restaurants are emerging in big cities, such as the Africa theme bar in Hong Kong’s Soho district.


THE CHANGES Lifestyle After living a rigid, controlled life, the Chinese spirit is thirsting for quiet, wild freedom and simplicity. A new “African Freedom� inspired lifestyle is appearing in China. Desires As values change, the desires of Chinese people is moving from pursuing luxurious enjoyment to exploring undiscovered wild land. Aesthetic Designers and artists are getting more creative inspiration from African culture. Africa, instead of Japan and Korea, will become the most important influence in Chinese aesthetic. Business More and more African companies will come into China for business. Future predictions for the Chinese market put Africa in business leader positions.

How would these changes influence your business in the future? To prepare early, you should consider...


PART 2 :

Generate Strategies from

DESIGN RESEARCH


SPECIALTIES ‣ Primary research ‣ Secondary research ‣ Participatory co-creation research ‣ Consumer interview and focus groups ‣ Shopper Insights ‣ Human factory research ‣ Future-forward personas ‣ Benchmarking

SHOWCASE Product Design Research Denture Care Studio

DESIGN RESEARCH Use design research tools to reveal consumers’ emotions and desires and to discover design problems and solutions


LiveWell Collaborative + Procter & Gamble

Denture Care Studio Group Project | Role as Studio Sta, Team Member

The Denture Care Studio Group Project, aligned with the P&G Oral Care Team, focused on one segment of consumers: denture wearers and their impact on related products and markets. As a project goal, the group explored answers to these questions: How do dentures fit into the consumer’s life? How can Fixodent be developed into a billiondollar brand?


LiveWell Collaborative + Procter & Gamble

Denture Care Studio PHASE

1 PHASE

2 PHASE

3 PHASE

4 PHASE

5

Consumer Insights

Opportunity Recognition

Concept Development

Final Product

Business Strategy


PHASE CONSUMER

1

In-Home interviews were conducted with 14 denture consumers. “How do dentures fit into your life?” was the target question for this research. The process included a study of the consumer’s visual and verbal life map prepared in advance. The interviewers learned a lot from the life maps: discovering valuable insight into the consumer’s character, lifestyle and decision making motivators. While at each home, the interviewers asked the consumers to describe their daily oral care routine. These in-home interviews provided direct access into the consumers’ lives with the bonus of observing individualized denture care.

INSIGHTS In-Home Interview


COMMON THREADS Trial and Error Many denture consumers have minimal knowledge about product choices for denture oral care. Therefore, they resort to trial and error to discover which cleansing product is the best for them. This is a difficult market to find success.

Normal Simplicity Denture wearers seem to treat their false teeth as if they were their normal teeth. They mimic the habits of non-denture wearers by sleeping with their dentures in and brushing them with regular toothpaste.

Efficiency and Performance Key consumer criteria for denture wearers include finding products that are effective while saving time and money.


PHASE CONSUMER

1

The team went to P&G’s Becket Ridge Innovation Center (BRIC) to participate in a shop-along research workshop. A P&G representative from Consumer and Market Knowledge (CMK) division instructed the team on how to conduct effective in-store interviews. After the workshop, the team met the panel consumers at commercial stores where the researchers observed, documented and studied the consumers’ shopping habits. These consumers were asked to explain all their purchasing decisions made during a simulated normal shopping trip. This beneficial experience greatly heightened the understanding of what drives consumers’ preferences.

INSIGHTS In-Store Interview


Main Findings Little Time in the Aisle The consumers spent very little time in the Oral Care aisle and had a “grab and go” mentality. Opportunities to save money through coupons or store promotions were the only things that changed their buying routine or habits.

Low Awareness of New Products Following their “quick in-quick out” strategy, most consumers were unaware of new or competitive products to their standard product choice. More...


PHASE CONSUMER

1

INSIGHTS Consumer Cards

To capture key behaviors and attributes of each panel consumer, a set of cards was created for the Oral Care team to use by plotting and ranking each consumer’s level of risk and routine on a set of axes. Through the entire of process, these cards and plots were a great tool for identifying consumer behavioral patterns.


Example of the back side of a consumer card

Details about age, employment and family define who this consumers is as a person. Also included is a fun fact about the consumer that adds further dimension to their character.

The denture journey is critical in our understanding of the perspective our consumers bring to the denture category.

This consumer is very set in her ways. Through trial and error they arrived at a comfortable regimen of care.

The shopping routine for each consumer was dierent. However, a common trail for was the “quick habitualâ€? product purchase.


PHASE OPPORTUNITY

2

RECOGNITION Denture Routines


PHASE OPPORTUNITY

2

RECOGNITION Design Themes

Five themes were derived from the consumer research. These themes provided direction for early brainstorming and concept generation. Part of Me – Enablement Through trial and experience, the consumers became experts at living with their dentures. They created habits, beliefs, and routines that helped them accept and adapt to their situation. “After 30 years, I don’t think of them as dentures. They are my teeth.” – Mike

Survivor – Accomplishment The consumers survived trauma and hardship, making notable adjustments and sacrifices along the way. Although they did not easily change their habits or beliefs, they were proud of their process and accomplishments. “The teeth had to go no matter what... I had to adjust.” – Billie


Who to Trust – Education Dentures are a very private part of our consumers’ lives. It is very difficult to get denture wearers to share information about their denture care because it is such a personal subject. Providing the right person to turn to for advice is essential and often lacking. “No I can’t show you how I clean my dentures. That’s personal.” - Eloise

Options for Me – Personalization Consumers have very personal denture routines involving many necessary steps. Products and services must fit and enrich their lifestyles, routines, and budgets. Prepare – learn, toughen, customize Perform – hold, seal, freshen Enhance – beautify, nourish, empower

Waste Not – Peace of Mind Many of these consumers were raised by depression era parents. For them, waste of any kind is not an option. They will not tolerate perceived waste of their time, money, or energy. “I’ve cut the tip off twice to get the rest out… I have paper clips that I’ve straightened out to unclog the tube.” - Helen’s husband


PHASE OPPORTUNITY

2

RECOGNITION Market Opportunity


PHASE OPPORTUNITY

2

RECOGNITION Design Briefs

Although each denture consumer is different, opportunity to market a new product to all is possible. This product must: • Fit their routine • Eliminates “shame” • Make life easier with convenience and efficiency • Improve general quality of life


Cleaning Systems-sonic care cleaners range from sophisticated higher-priced to manual brush systems

Shields and Soothers-range from mouth washes that heal gums to stain guards that prevent discoloration

Brushes-range from electric brushes to ergonomic denture brush designs

Community Outreach and Servicesconcepts for local charity and promotional programs and in-store services for oral care needs

Storage-size of denture care product must fit inside the consumer’s bathroom

On-the-Go Dispensers-reality based concepts to meet the need of adjusting dentures in exterior areas

PHASE CONCEPT

3

DEVELOPMENT Concepts Creation


PHASE CONCEPT

3 Session 1 At the final meeting with the 14 original consumers, the research team presented the concepts generated from the in-home and in-store visits. Based on feedback from these consumers, the team narrowed 24 concepts down to 12.

Session 2 The team visited the P&G Mason Business Center to test the refined concepts on a new group of consumers. The studio sponsors from Fixodent joined the process watching these consumers playing The White Elephant Game with the twelve Concepts. These new consumers didn’t hold back in giving their honest feedback of the concepts. Their input was instrumental in helping the team decide which concepts should be refined.

DEVELOPMENT Co-Creation Sessions


PHASE FINAL

4

PRODUCTS Confidential

Prep: Cleansers • Concept 1 • Concept 2

Wear: Adhesive • Concept 3 • Concept 4 • Concept 5

Maintain: Stain Guard & Pain Relief • Concept 6 • Concept 7 • Concept 8


PHASE BUSINESS

5

STRATEGY Market Plans

• Grow from an adhesive brand into a total denture care brand and become the primary choice for all denture users. • In the adhesives segment, Fixodent will need to reinvigorate its product line to distinguish its products from competitors, and refine its current product selection to maintain status as the brand leader. • Entry into the cleanser market allows Fixodent to gain greater coverage in the denture products market, expand their product suite, and offset a declining adhesive market. • Entry into the Pain-Relief market allows Fixodent to diversify its product portfolio, enter and entirely new market space, gain a new consumer base and tap into new revenue streams. • Fixodent should seek international growth opportunities with focusing on BRIC countries.


PHASE BUSINESS

5

STRATEGY International Expansion

• In the US, demand for denture adhesives, cleansers, and cushions, is on the wane as dental technology improves and the incidence of denture-wearers declines. • In 2004-2008, U.S. denture product sales slid by about 5% ($20.0 Million) to close the period at $405 Million. • Segment will keep sliding, from $405.0 Million to $346.0 Million, or by almost 15% from 2008-2014. • Expansion into BRIC countries offers a massive growth opportunity. • To facilitate product introduction into new emerging markets, we recommend the strategy used in the Indian oral care business sector where consumers receive sachets containing small sized products for oral hygiene. This practice gives consumers the opportunity to try the new products and eventually add them to their denture care routine.


PART 3 :

Generate Strategies from

CONSUMER INSIGHTS


SPECIALTIES ‣ Gen-Y insights ‣ Baby Boomer insights ‣ Asian consumers insights

SHOWCASE

CONSUMER INSIGHTS Uncover current and future consumer insights and behaviors to transfer these insights into design or business opportunities

Gen-Y Social Media Behaviors (Partial Sample)


Gen-Y Social Media Behaviors When social connectivity becomes indispensable under today’s culture and environment, Gen-Y group is especially engrained in this behavior and has created a large opportunity for brands with their social media activities. Here, I highlight their four key behaviors related with social media and transfer these behaviors into actionable insights for brands and services. ALWAYS ON

MULTIFACETED IDENTITIES POWER OF INFLUENCE CO-CREATED THE FUTURE


ALWAYS ON Beginning from the chatting room to the increasing thriving of apps and social platform, Gen-Y constantly engage in the online connections and a recent study claimed that they don’t know what it means “offline”.

Gen-Y General Behavior Insights • Recently, MSNBC published an article that talks about younger Gen-Y have started migrating from Facebook to Twitter because of the simple, limited-character posting format.

Social Media Example • WeSC, a clothing company, has embedded RFID chips into their shoes to seamlessly connect wearers to their social network and send text or photo updates about their location and activities when they physically experience them.

Activation Opportunities ‣ Format news and event information in limited-characters for easily sharing ‣ Increase use of the RFID technology to make sharing become live broadcasting


MULTIFACETED IDENTITIES Follow the direction of “you can be anything you want to be”, Gen-Y embrace hybrid identities and often use their actions to define the type of person they are or want to project to others.

Gen-Y General Behavior Insights • Gen-Y do not solely identify themselves with one lifestyle, group or subculture. They more often belong to several different groups and never want to be a “one group kind of person.”

Activation Opportunities ‣ Develop your brand’s personality and briefs to connect with multiple lifestyles, for better creating the relationship with Gen-Y consumers

Social Media Example • Facebook and Skype are developing a partnership to connect multiple accounts and to allow users to toggle between text messaging, web and video connections with friends in a single online platform.

‣ Anticipate Gen-Y’s desires by offering hybrid options—flexibly mix or match


POWER OF INFLUENCE Gen-Y, born in the midst of the self-esteem movement, believe everyone is special, and desire to promote themselves and to bring important influence through social network activities, from leaving peer reviews to giving products’ feedback.

Gen-Y General Behavior Insights • Gen-Y consider themselves experts and knowledge holders. 86% share their opinions through comments on friends’ Facebook walls, and 60% claim that they directly influence their parents’ purchasing decisions.

Activation Opportunities ‣ Consider changing advertisement strategy from tradition approaches to using Gen-Y consumers’ social influence

Social Media Example • Vogue magazine launched the Influencer Network, a platform for advertisers to connect with influential young women to get product feedback and encourage them to discuss products with their followers.

‣ Offer star users pre-launched products for reviews, to create a better influence early


CO-CREATED THE FUTURE Gen-Y believe that they can make a difference in the world and want to be a part of something larger than themselves, including supporting communities or helping to rebuild the social status empire.

Gen-Y General Behavior Insights • Comparing with adult shoppers, Gen-Y shoppers more heavily consider a brand’s social and environmental commitment before they choose to buy a product and also like to demonstrate their beliefs with online actions.

Social Media Example • MyStarbucksIdea.com, Starbucks’ latest social networking initiative, is designed to let consumer create and vote on new ideas for the coffee chain and also offers an “Idea Into Action” section for tracking the progress of any idea.

Activation Opportunities ‣ Through social networking, gather the vision and future ideas for your brand from Gen-Y consumers ‣ Keep brand information transparent, and evolve Gen-Y consumers into your long-term brand building excise


PART 4 :

AESTHETIC STRATEGY


SPECIALTIES ‣ Seasonal aesthetic trends forecasting and analysis ‣ Synthesis of color, material, finish, shape and benefit spaces ‣ Translate aesthetics into strategic design pathways ‣ Capture future visual attributes for brands ‣ Aligning aesthetics with social and culture movements

SHOWCASE

AESTHETIC STRATEGY Forecast aesthetic trends and synthesize them into pathways and develop aesthetic strategies for product or brand

Seasonal Aesthetic Trends Forecasting Samples Design Pathways and Aesthetic Strategies Samples


Seasonal Aesthetic Trends Forecasting As designers, we are keeping contributing to and being inspired by the global aesthetics. These emerging aesthetics influence from beauty products to food styling. Capturing cutting-edge seasonal aesthetic trends can help us create in-trend products to meet consumers’ desires.

Project Example: Individual Project

COLOR Midnight Blue SHAPE Molecular Connection Material and Finish Transparent Trust Print and Pattern Geometric Diversity


COLOR

Midnight Blue + Purer denim inspired + Mysterious energy + Far-reaching vision


SHAPE

Molecular Connection + Prismatic dimensionality + Crystalline structures + Faceted, connected elements


MATERIAL AND FINISH

Transparent Trust + Reveal inner structures + Layering organized + Sleek and smooth surface


PRINT AND PATTERN

Geometric Diversity + Multi-directional symmetries + Complex geometric system + Macro mixed with micro


Design Pathways and Aesthetic Strategy Research and articulate aesthetic trends that connect to the attributes of the brand. Synthesize the aesthetic trends into design pathways and create an actionable design guidelines for designers.

Project Example: Individual Project

Healthy Fun

Simplicity Nature


Healthy Fun


Healthy Fun | Design Elements Color

+ Vivid Colors + Bright Tones + Eye-catching Contrast

Graphic

+ Playful Print + Catchy Character + Youthful Vibrancy

Font

+ Mixed Layers + Abstract Letter Form + Cute Roundness

Finish

+ Indulgent Gloss + Saccharine Finish + Dewy Highlights


Simplistic Nature


Simplistic Nature | Design Elements Color

+ Dusty Saturation + Vintage Look + Earthen Hues

Graphic

+ Historical Photography + Nature-inspired Pattern + Iconic Heritage

Font

+ Traditional Letter Form + Literal Seriousness + Newspaper-Inspired Printing

Finish

+ Authentic Material + Secondhand + Degraded


PART 5 :

DESIGN THINKING


HOW TO TRANSFER TRENDS TO DESIGN CONCEPTS?!

Master Thesis

TREND TRANSFERENCE How to Effectively Transfer Trends into Design Concepts

Abstract In an ambiguous global business world, leaders face an unavoidable dilemma: they cannot predict the future, but to be ahead of their competitors, they have to forecast the future and devise strategies in response to their predictions. After identifying and selecting the most strategically appropriate trends, innovators need to give meaning to those trends. My thesis will use three first-hand experience case studies, the Solo Cup Project, the Mobility Device Studio and the P&G Denture Care Studio to explore how designers use trends to develop successful concepts that will influence other products and change people’s lifestyles. Through comparing design tasks, processes, mind-sets and team dynamics, I will outline my suggestions to help designers effectively transfer trends into design concepts.


FEI WANG fay.wangfei@gmail.com 513-498-0436


Portfolio 2012