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HUNG KAI CHE

Portfolio


Intro

Human cultures and behaviors are originated from their interaction with environments they live in. Thinking of a more connected environment with the cyberspace, I am looking forward to the bright new systems of business and governance which will reform our life by a world of interactive environment media. To realize this envision, both the capability of finding true human needs to define problems and the understanding to manage environment are crucial. This portfolio demonstrate my experiences on finding human needs through qualitative and quantitative method, and experience on shaping environment through an urban planning project.

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App.Design Piggy.Bako..(04. Branding(MEN’s.Biore.Communication.Strategy..(16 Urban.Planning(Shing.Chuang.Dist...(28 Hakuhodo.Work.Process.Poster..(34.

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PiggyBako is an account keeping app which not just aim at helping people record their expense, but to have a better financial management and save more money. My role: Designer

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01 Problems 1. Too much or too few functions: On one hand, some apps equipped with all kind of function make it hard for people to understand, and lots of functions and informations are hard to access on a touch screen. On the other hand, some apps which are oversimplified that fail to provide important functions for people.

2. Wrong goal: All apps help people to track their income and expense. However, the final goal for people to keep account is to save more money by controlling their expense. Apps existed are unable to fulfill this need. Some apps offer a budget management function, but none can manage budget with different categories. This limitation cannot fulfill users’ pratical use. Existed account keeping app 05


02 Design

Process

Competitor Research

Function Development

Function Trim

Function Trim & Categorize

User Interview

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02 Design Display

Process

What Information? In What Format?

Input/Edit Management

1st. Tier Functions

Prototype

Home Page 2nd. Tier Functions

Display total budget left in a pie chart.

Menu

Display total account balance and different budgets in a pie chart.

Display total account balance and different budgets wtih its propotion in total budget in a pie chart. 07


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04 Home When use an account keeping app, the most frequent usage is the input the daily expense. Therefore, I provide easy access for users to record their new expense or income. For better managing one’s financial situation, people should always follow their budget allocation to consume. Hence, I arrange the budget and property information in the home page to keep those messages in users’mind.

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05 New

Record

Keeping account is always annoying especially when there are too many items to input. With the PiggyBoku, finishing a record, users only have to select a category and input the amount of an income or expense. Also, we provide image detection function. Users can more conveniently input a record by shooting a photo of the receipt.

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06 Report Users can easily track the brief of their financial situation with report function. Bar and line chart provide long-term account balance of a user. Pie charts show the summary of income and expense distribution. Click each a category to see a list of certain category.

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07 Account Manage finance more clearly with different accounts for different project and purpose.

08 Budget Setting budget with different category and time lapse can help users to manage their money more rationally.

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09 Category Manage expense and income categories following your own demand. Also, deleting a category can influence many records existed, a pop-out alert prevents a user from mistakenly deleting a category.

10 Regular Set up regular expense and income to avoid repeat works.

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11 List Check detail of every record in the List function, users can arrange their list by date, category and the amount of money.

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12 Notification

& Others

Always remember to keep account by the remind of notification. Backup to the iCloud to prevent missing the record.

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My client Men’s Biore has faced a constant drop down on their market share in male body wash market. This research is the early stage of our new marketing campaign for new product launching. My role: Project Executive

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01 Issue Our brand- Men’s Biore(MB) has cultivated in the male cleansing market for 6 years. Although our brand comes to first place at men’s facial wash market, we fall behind the No.1 brand more than 10% of market share in body men’s wash market for a long time.

Brand Strategy

Our mission is to push 3% of market share growth with new releasing body wash product and continue driving more male consumers to use men specific product.

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Pr od

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To find a precise message to motivate our target audience, we have to find the balance among following factors: 1.Brand strategy 2.Product value 3.Consumer’s insight 17


02 Product In the product concept test, we research the attractivity of factors in our new product. Keeping body refreshing, comfort and not sticky are the most attractive and coherent factor before and after testers use. However, this factor is not that distinctive. Hence, other concepts such as anti-bacteria and sebum&oil control are also reserved while defining the key advertising message.

Before Use

After Use

Attractive

Most Attractive

Doubtful

Coherent

Most Coherent

Not Coherent

Distinctive Character

10 times Charcoal

33

10

3

43

3

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20

deeply clean sebum & oil control

67

23

3

73

7

-

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herbal anti-bacteria ingredient

37

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27

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anti-bacteria prevent acne

70

10

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40

3

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special design for chest, back which are easily to sweat and secrete oil

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53

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Keep body refreshing, comfort and not sticky

83

27

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87

70

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Tempered smooth uncomfortable if skin

53

3

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73

7

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Refreshing Ocean Aroma

57

10

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47

-

-

33

-

-

87

7

7

93

43

Unit: %

None of above

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03 Brand Both rate of man as a decision maker and the decision maker who choose man specific cleansing product raised.

Decesion maker (Man Special Product) 2011

2014

Decesion Maker

Bodywash User

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03 Brand 0 In the short term, due to launching new products, large investment on commercials and other marketing campaigns, P brand’s sales have a strong booming up in the summer. In the long run, this market shrinks a little and our market share constantly drops down. With increasing men being willing to try men specific bodywash but the decreasing market sales, the using amount per person may decrease or this market losing its consumers faster than attracting consumers.

In a market of increasing consumers but decreasing market amount, attracting new users is a better strategy than competing origin users.

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03 Brand

Most target users choose P brand, as they first use men cleansing product. In the following analysis, I will focus on the image that P brand brings to consumers to find out what message attract new users.

New users are usually attracted by P brand, we need to know why they attract new users?

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04 Consumer

1. I purchase cleansing product rationally. I’m willing to spend more money if the product worth its price. 2. I regard appearance is the key to attraction and an advantage in the workplace. I’m willing to invest in appearance and hope to be noticed by others. 3. I believe in working hard and playing hard, and I value eďŹƒciency a lot when solving problems.

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04 Consumer Trend: TA change the main reason to buy from aroma, brand and price in 2013 to the reliance to brand in 2014, and the emphasis on the price drop significantly. Compare with P brand: The main dierence in reason to buy between MB and P brand are the image of man specific, promotion, quality and influence commercial AD.

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04 Consumer Generally, consumers think MB as the cleanse expert, low stimulation to skin, but on the aspects of refreshing and skin health, P brand is much better.

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04 Consumer Generally, consumers think MB represent nature, familiarity and reliable, in contrast, P brand holds a strong image of stylish and masculine power.

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04 Work

KEY VISUAL

COMMERCIAL

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This urban planning project was to spur urban renewal in an old residential area with the development of a new central business district and the operation of the new subway line. My role: Land Usage Planner

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01 Overview

The goal of this project was to spur urban renewal in an old residential area with the development of a new central business district and the operation of a new subway line. The upper half of the site is called new region, where now is under construction with low population density and low land usage rate. The lower half of the site is old town region, where crowded with old buildings(more than 40 years) with high building rate but with low volume rate.

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02 Current

Status

We made use of joint development plan of subway station building to offer interim housing units and solved the issue of relocatees. Moreover, with the progress of this project, our rearrangement of land use and public transportation system will ultimately influence the public to choose public transportation, and fit the model of transit-oriented development. (View this diagram from the bottom)

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03 Land

Use

Following TOD(transportation oriented development), we designate lands near the MRT station with high volume rate. The old town region, where along Xiang-Fu Rd. will be designated as secondary commercial land, provides the community daily shopping. The new developing region, where along Center Rd. and Citizen Rd. will be designated first level commercial land, provides business office.

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04 Public

Facility

Along the Chung-Gon brook, we settle a step-like limitation to the height of building in this area. We hope to decrease the urban heat island effect by combination effect of river water and wind. Moreover, this limitation can provide more residents a riverside view and enhance their life quality. The execution of this plan will quote the real estate right transfer regulation to repir right of land owners.

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05 Traffic As the operation of the new subway line, we apply new bus route to connect the neighborhood to the subway station. We finally will transfer citizens’ transportation habit into public transportation and solve the serious traffic jam in this crowded area. We also plan community alley to make the environment-friendly to pedestrians.

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This is the orientation poster for Kao team in Taiwan Hakuhodo Inc. In the past, our team used to on job training. However, it always cost lots of time and effort to repair a mistake of rookie. I hope this workflow poster can help new colleague merging into our teamwork more quickly by familiar with our work process. My role: Designer

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01 Poster Due to our long-term cooperation with our client, we have developed a regular schedule to management our brand. The whole schedule consists of brand annual plan, strategy development, creativity production and consumer and marketing campaign review research.

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Kai portfolio