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tion to Asia Brand commercializa

Unifying a worldwide brand Car interior design marke ting

Research on massage shavers

Gamers’ interface laptop design

Target Persona branding

Asics

Sharon Goh’s Design works


Sharon Goh  

About me

-­‐  7   years   product   design,   global   branding   &   consumer   research   in   Singapore  and  the  Netherlands   -­‐  Energy,   healthcare,   mobile   payments   and   consumer   electronics   projects  in  Shell,  Philips,  UL,  Ferrari,  Asics   -­‐  2008  –  Dutch  government  scholarship  to  study  Masters  of  Science   in  Strategic  Product  Design  in  DelI  University  of  Technology  


Brand  strategy  exper.se  

 Global  consumer  research  experience  

- Designing  unique  brand  promoLon

- Experience  in    SPSS,  quanLtaLve  and  qualitaLve  research

My Core Competencies  Digital  innova.on  knowledge   - InnovaLng  new  communicaLons  with  technology

 Crea.ve  design  skills   - User  experience  and  3d  design


1.  Shell  Brand  consulta.on  

2.  Brand  policy  wri.ng  

Global brand communications

3.  Packaging  design    

4.  Print  &  Digital  Communica.ons    


Shell retail communications - Designing the message through the customer journey

Packaging  designs  

Understanding  the  customer  journey  to  design  adver.sing    


Shell digital innovation - Analysing imagery to create the future energy app

Using  3M’s  VAS  System  eyeball  tracking  to   analyzed  the  strong  points  of  Shell  adver.sing    


Laptop User Interaction Design


Laptop Materials Studies Intel laptop design

Turntable,  Dual  console  keypad  feature,  Touch  sensor  entertainment  system    


Intel laptop design

Turntable,  Dual  console  keypad  feature,  Touch  sensor  entertainment  system     Turntable,  Dual  console  keypad  feature,  Touch  sensor  entertainment  system    


1.  Historical  leitmo.v  designs  of  cars  and  its  interiors  

2.  Defined  how  Ac.flow  aerodynamics  technology   appeal  to  Ferrari  car  users  –  40-­‐50  year  old  innovators    

2000s  

1990s   1980s   Bass  innovaLon  model  

Aerodynamics Ergonomics Research

3.  Vision  –  Interac.ve  Sensory  Sea.ng  System  

4.  Prototype  User  driving  –  Air  pressure  sensor  tes.ng    


Ferrari F430 car interior vision


1.  How  men  from  different  ethnic  groups  value  shavers  

2.  Electrowave  massage  Innova.on  Studies  

Massage Shaver Research

3.  User  scenario  –  Shaving  as  a  relaxa.on  exercise  

4.  Massage  pad  design  features  


It is seen that men often shave

C T

EN

NM

EXPERIEN C

ENVIRO

BITS

NG

E

BL EM S

Ernesto “The little whirlpool in the sink plug hole there, where the tiny hairs always catch, and it's an enormous hassle to clean it out, so I always try to watch out for that to make sure it gets Cleaning after shaving washed away all right.” is perceived to be the most common problem, besides other personal problems

RC EP TIO

HA

Leon “Well, it's kind of different if you shave in the evening, when you go out, or into town, or when you go out to a party. Then it's really different . Then you have more time, you are more careful.”

RE TU L U

There are various individual habits and rituals of shaving influenced by the time of the day and the occasion.

N

other than in front of the mirror, using a razor, then it is maybe, because it is an automatic thing. I think it is quite a relaxing thing to do.”

O PR

Time availability strongly affects a good shaving experience. Men often rush with the shaving but would like to spend time on it.

CHANGING ‘I HAVE TO SHAVE’

TIME

Shaving is only enjoyable in the right space, with enough time and the right tools.

Depending on the due to external pressure. Men are often cultural background, impelled to shave Much can be done to make shaving and having a because of their shaving more enjoyable, rather beard is experienced environment (job, than just a chore. differently e.g having a social norms etc).And beard can be a specially the opinion symbol of masculinity of women. Leon “ about Moroccans in some cultures. and Turks 'they don't shave Leon “ I think that because they do not feel a women like it if a pressure from their personal man's skin is smooth environments, because they so do many men.” are not influenced by their womenfolk. PE Ernesto “I cannot shave

I EL FE

Leon “But it's warm, so your skin opens up in the shower. Some men shave themselves in a sauna, and that's allowed. Sometimes it's allowed, sometimes it's not. But your whole skin is just real warm and then shaving is the nicest thing there is.”

George. “ Well, when I don’T have an opportunity to shave, It's like a chair with one leg missing, well, that's Men feel how I feel then.” comfortable about themselves after shaving.

Men like to start their day with shaving in order to feel good. They like the warm water and the touch of their skin.

TO ‘I LIKE TO SHAVE’

Combining the insights gained from different aspects of shaving can lead to many innovative ideas.

USERS KEY INSIGHTS


Philips massage design ARIES massage shaver

Retractable  massage  pads  for  ease   while  shaving  

Smooth  pulsaLng  of  the  massage  pads   provides  a  soothing  therapy  on  the  face    


1.  Asian  shopping  consumers  &  retailers  study    

2.  Customer  Segmenta.on  analyses  from  surveys  

Asian region Commercialisation

3.  Product  values  different  customer  groups  look  for  

4.  Different  brands  associa.on  &  customer  percep.on  


senz˚ brand commercialization to Asia

Crea.ng  shops  aimed  towards  expanding  the  premium  product  range  in  weather  protec.on.    


1.  Probes  designed  to  sensi.se  before  session  –   sharing  everyday  running  experiences  

2.  Context  mapping  to  define  3  runner  personas   (Back  to  basics,  Fashion-­‐oriented,  Compe..ve)  

Dutch runner Sports shoe C&C research

3.  Colour  &  materials  studies  for  3  runner  personas  

4.  Runner  shoe  design  detailing  study  improvement  


1.  Observa.onal  Studies  of  ladies’  feet   problems  from  wearing  high  heels    

2.  Current  technology  trends  of  body  wellness    

Health & Wellness Female feet Care

3.  Incorpora.ng  UV  light  &  Aromatherapy  to  design  

4.  Product  scenario  –  Beauty  massage  for  .red  feet  


1.  Mobile  Payment  &  Transport  Trade  show  adver.sing  

2.  Mobile  payment  technology  services    

Global mobile payments advertising

3.  UL  Corporate  branding  

4.  CRM    Management  adver.sing  


UL technical innovation branding - Marketing mobile innovations and connectivity

Transac.on  security  services:                                           mobile  payment,  transport  e-­‐.cke.ng,   tes.ng  and  cer.fica.on  between   banks,  governments  and  mobile   operators.  


Thank you for viewing my portfolio!

“Life is as high as the sky, You’ll never know what youMore can Details design, of unless you try.” my Design Research Experience … … sharon goh sharonpuayngee@gmail.com +65 86916511 + 31 628617053


Sharon design researcher portfolio  

Design research and brand identity communications I have done for companies Shell, Intel, Senz and UL.

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