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Kyle Hsiao 蕭銘楷
Nationality: Taiwan
English: Fluent in reading, writing and speaking
Marital status: Married, 2 daughters
D...
Experience
2016-2017 Design Director, BMW Designworks
2015-2016 Consultant, PEGATRON, PEGA D&E
2013-2014 Special assistant...
創新設計年會
product design
2002-2007
Lead designer of asus notecook pc.
In charge of w, j, s and u series notebook and mobile p...
創新設計年會
2004 J102 mobilephone
The core theme explored in the ASUS J102
design is “Tactile memory” - emphasizing the
user’s ...
創新設計年會
2006 W1 carbon
As demand for ultra light weight electronic
products grows, we need to look for
materials with super...
創新設計年會
2006 ASUS mobile phone taskforce
Desgn direction/ user scenario/ design strategy/ guideline
Led 12 designers workin...
創新設計年會
asus innovation lab (demo or die)
2006-2007
Successfully launched brand new location based service for asus mobile ...
創新設計年會
創新設計年會
Team builder and China design
2007-
Came to Shanghai alone as a first-timer to setup and led a totally new internat...
創新設計年會
Design for China:
Soybean milk maker
創新設計年會
Mobility design
2016-
cross fertilization concept between external clients and the car brand
創新設計年會
創新設計年會
創新設計年會
设计、研究、组织、流程、商业、行销。。。
LRUC methods
創新設計年會
And then…
創新設計年會
Left Brain+Right Brain+User Center
創新設計年會
组织、研究、流程、设计、行销。。。
LRUC methods
逻辑
思维
创意
思维
創新設計年會
大脑皮质vs缘脑
¸
¸
Limbic Brain: 感性、情绪、决定
Neocortex: 理性、分析、思考、語言
創新設計年會
Golden Circle by Simon Sinek
¸
¸
(Why)用户为中心
(What)理性与逻辑
(How)感性与创造
Neocortex
創新設計年會
Reliable
Can I trust it to do what I want?
Functional
Does it fit user needs?
Usable
Do I unsderstand how to use it...
創新設計年會
Orginization
LRUC methods
創新設計年會
Essence:
Improve
Enhance
Orientation:
Vertical
Intrinsic
Strategy:
Synergy
Harmony/
Balance
Movement/
Stillness
Bui...
創新設計年會
Manufacturing Service
SMDDesign
創新設計年會
創新設計年會
Through Cross-Fertilization
BUSINESS PROCESSES, GLOBAL CONSUMER INSIGHTS, BRAND UNDERSTANDING
BMW
External Partners...
創新設計年會
Mindset
LRUC methods
Market Research, Product development, Marketing,
Strategy, Problem solving, or even HR…
創新設計年會
当设计师进入工厂:
LRUC methods
Fact: 2013@Pegatron
Attrition rate: 30% monthly
Hiring cost: Billion RMB!
Yield rate: Bad
An...
創新設計年會
A study of worker exit
6/2013-7/2014 250,000人次
7000+ survey,入职前到离职后三个月
2台 Mac Pro 没日没夜的跑数据
LRUC methods
User center...
創新設計年會
QUALITATIVE
Focus on Why and How
Describing
Words
Natural language of participants
Helps develop ideas
Insight
Qual...
創新設計年會
Baseline characteristics
性别,年纪, 户口,派遣,回锅,学生,在职天数,
直线主管,学历,考绩,宿舍…100+项
Qualitative + quantitative 问卷
創新設計年會
use for any predictor, baseline hazard ratio
創新設計年會
Direct'Hire'Rate' Average'Worker'
Exit'Rate'
Total'New'Hires'in'
First'Year'
%'of'workers'with'
>'12'week'tenure'
a...
創新設計年會
Key wishes:
职业梦想计划
How to…:
Mentor Mentee Program
Build your iPhone
优化Hiring:
Self referral Program
Gender hiring c...
創新設計年會
Insight based foresight
LRUC methods
why product categories change and evolve?
Will we find these same patterns of ...
創新設計年會
How product categories change and evolve?
Functional benefits Aspirational benefits
Core benefit More advance
of co...
創新設計年會
How product categories change and evolve?
Functional benefits Aspirational benefits
Core benefit More advance
of co...
創新設計年會
Innovation Strategies
Functional benefits Aspirational benefits
Improve
Fuse
Enhance
Transform
Learning about the n...
創新設計年會
Innovation Strategies
Innovation seek to make lives better
Technology shapes trends
Trends push Technology
創新設計年會
Innovation Strategies
Gartner HYPE Cycle, relevant technologies
創新設計年會
Innovation Strategies
Gartner HYPE Cycle, relevant technologies
創新設計年會
RELIABLE
Can I trust it to do what I want?
FUNCTIONAL
Does it fit user needs?
USABLE
Do I unsderstand how to use it...
創新設計年會
wechat : kyleshiau
fb : Kyle Hsiao
[ MIX 2017 ] 平臺經濟浪潮,傳統産業模式的機會與挑戰 - 蕭銘楷 / BMW Designworks 上海設計工作室 前創意設計中心總監
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[ MIX 2017 ] 平臺經濟浪潮,傳統産業模式的機會與挑戰 - 蕭銘楷 / BMW Designworks 上海設計工作室 前創意設計中心總監

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[ MIX 2017 ] 平臺經濟浪潮,傳統産業模式的機會與挑戰 - 蕭銘楷 / BMW Designworks 上海設計工作室 前創意設計中心總監

  1. 1. Kyle Hsiao 蕭銘楷 Nationality: Taiwan English: Fluent in reading, writing and speaking Marital status: Married, 2 daughters Date of birth: 08.02.1973 - taipei
  2. 2. Experience 2016-2017 Design Director, BMW Designworks 2015-2016 Consultant, PEGATRON, PEGA D&E 2013-2014 Special assistant of General Manager, HRD, PEGATRON 2008-2012 Design Director, PEGA D&E 2006-2007 Studio Manager, ASUS Shanghai Design Center 2002-2006 Product design manager, ASUS 2001 Exhibition design intern, Brooklyn Children’s Museum, NYC
  3. 3. 創新設計年會 product design 2002-2007 Lead designer of asus notecook pc. In charge of w, j, s and u series notebook and mobile phone design
  4. 4. 創新設計年會 2004 J102 mobilephone The core theme explored in the ASUS J102 design is “Tactile memory” - emphasizing the user’s experience of handling the phone. The soft form, metal body and delicate surface treatment result in a phone that is a pleasure to hold and to use.
  5. 5. 創新設計年會 2006 W1 carbon As demand for ultra light weight electronic products grows, we need to look for materials with superior mechanical qualities by reduced weight. Carbon fiber offers a great opportunity for improving these applications.
  6. 6. 創新設計年會 2006 ASUS mobile phone taskforce Desgn direction/ user scenario/ design strategy/ guideline Led 12 designers working on 5 segments and applications
  7. 7. 創新設計年會 asus innovation lab (demo or die) 2006-2007 Successfully launched brand new location based service for asus mobile device and developed the new material research methodology which resulted in the following bamboo and ecology material design. focusing on expanding company's future product portfolio and extending product's life cycle through implement innovative product solutions.
  8. 8. 創新設計年會
  9. 9. 創新設計年會 Team builder and China design 2007- Came to Shanghai alone as a first-timer to setup and led a totally new international multi- disciplinary design & research center in 3 months. Now a group of 30 designers including design, research, material, interaction and user interface capabilites.
  10. 10. 創新設計年會 Design for China: Soybean milk maker
  11. 11. 創新設計年會 Mobility design 2016- cross fertilization concept between external clients and the car brand
  12. 12. 創新設計年會
  13. 13. 創新設計年會
  14. 14. 創新設計年會 设计、研究、组织、流程、商业、行销。。。 LRUC methods
  15. 15. 創新設計年會 And then…
  16. 16. 創新設計年會 Left Brain+Right Brain+User Center
  17. 17. 創新設計年會 组织、研究、流程、设计、行销。。。 LRUC methods 逻辑 思维 创意 思维
  18. 18. 創新設計年會 大脑皮质vs缘脑 ¸ ¸ Limbic Brain: 感性、情绪、决定 Neocortex: 理性、分析、思考、語言
  19. 19. 創新設計年會 Golden Circle by Simon Sinek ¸ ¸ (Why)用户为中心 (What)理性与逻辑 (How)感性与创造 Neocortex
  20. 20. 創新設計年會 Reliable Can I trust it to do what I want? Functional Does it fit user needs? Usable Do I unsderstand how to use it? Joyful How do I feel when I use it? Why do I use it? Engage
  21. 21. 創新設計年會 Orginization LRUC methods
  22. 22. 創新設計年會 Essence: Improve Enhance Orientation: Vertical Intrinsic Strategy: Synergy Harmony/ Balance Movement/ Stillness Building/ Storing Essence: Fuse Transform Orientation: Horizontal Extrinsic Strategy: Think tank Cross brand
  23. 23. 創新設計年會 Manufacturing Service SMDDesign
  24. 24. 創新設計年會
  25. 25. 創新設計年會 Through Cross-Fertilization BUSINESS PROCESSES, GLOBAL CONSUMER INSIGHTS, BRAND UNDERSTANDING BMW External Partners Designworks BUSINESS RESULTS
  26. 26. 創新設計年會 Mindset LRUC methods Market Research, Product development, Marketing, Strategy, Problem solving, or even HR…
  27. 27. 創新設計年會 当设计师进入工厂: LRUC methods Fact: 2013@Pegatron Attrition rate: 30% monthly Hiring cost: Billion RMB! Yield rate: Bad And 跳楼症候群…
  28. 28. 創新設計年會 A study of worker exit 6/2013-7/2014 250,000人次 7000+ survey,入职前到离职后三个月 2台 Mac Pro 没日没夜的跑数据 LRUC methods User centered data mining
  29. 29. 創新設計年會 QUALITATIVE Focus on Why and How Describing Words Natural language of participants Helps develop ideas Insight Qualitative vs. Quantitative Research QUANTITATIVE Focus on What and How much Measuring things Numbers Language of statistical analysis States facts Conclusions
  30. 30. 創新設計年會 Baseline characteristics 性别,年纪, 户口,派遣,回锅,学生,在职天数, 直线主管,学历,考绩,宿舍…100+项 Qualitative + quantitative 问卷
  31. 31. 創新設計年會 use for any predictor, baseline hazard ratio
  32. 32. 創新設計年會 Direct'Hire'Rate' Average'Worker' Exit'Rate' Total'New'Hires'in' First'Year' %'of'workers'with' >'12'week'tenure' at'1'year' 30#%# 7.9#%# 4128# 33#%# 40#%# 7.5#%# 3936# 37#%# 50#%# 7.3#%# 3788# 38#%# 60#%# 7.1#%# 3699# 39#%# 70#%# 7.0#%# 3677# 40#%# (1) (2) (3) (4) VARIABLES Sought_better Dislike_Pega want_a_break would_return equals 1 if employee is female -0.362** 0.166 0.071 0.010 (0.169) (0.109) (0.046) (0.034) age_in_years -0.024 0.003 -0.012*** -0.001 (0.017) (0.011) (0.004) (0.003) dispatch_yn 0.311** 0.103 -0.031 0.016 (0.136) (0.100) (0.035) (0.027) As#of#follow(up#survey,#employed#in#factory# 0.140 -0.055 -0.055 0.024 (0.148) (0.104) (0.037) (0.027) Before#Pega,#employed#in#factory# -0.016 -0.005 0.036 0.033 (0.128) (0.088) (0.033) (0.024) Current#salary#be<er#than#before# 0.709*** -0.336*** -0.094** -0.119*** (0.150) (0.101) (0.037) (0.027) Current#salary#about#the#same# 0.072 0.029 -0.066 -0.087** (0.201) (0.129) (0.052) (0.038) equals 1 if the employee left before March 8, 2014 -0.311** 0.087 0.006 0.025 (0.130) (0.088) (0.033) (0.025) Original province is Henan -0.281** -0.053 0.013 -0.002 (0.143) (0.093) (0.036) (0.027) Original province is Shanghai 1.463 -0.129 -0.100 -0.137*** (1.023) (0.726) (0.168) (0.032) Constant 0.382 0.004 0.608*** 0.185** (0.430) (0.286) (0.104) (0.081) Observations 788 788 798 825 R-squared 0.075 0.030 0.035 0.030 Simulation tool Exit survey
  33. 33. 創新設計年會 Key wishes: 职业梦想计划 How to…: Mentor Mentee Program Build your iPhone 优化Hiring: Self referral Program Gender hiring cost Service enhancement: 员工一站式服务中心 Station 优化 … 17% attrition rate drop! 4.2亿 saving! Best Practice User Centered(Why) 理性与逻辑(What) 感性与创造(How)
  34. 34. 創新設計年會 Insight based foresight LRUC methods why product categories change and evolve? Will we find these same patterns of change and evolution in people’s lives People have their own experience innovation strategies as they seek to make their lives better
  35. 35. 創新設計年會 How product categories change and evolve? Functional benefits Aspirational benefits Core benefit More advance of core benefit Fusion of core benefit Fusion of core +secondary benefit New categories or segments
  36. 36. 創新設計年會 How product categories change and evolve? Functional benefits Aspirational benefits Core benefit More advance of core benefit Fusion of core benefit Fusion of core +secondary benefit New categories or segments 破坏式创新 Game changer?体制内创新
  37. 37. 創新設計年會 Innovation Strategies Functional benefits Aspirational benefits Improve Fuse Enhance Transform Learning about the new benefit Fitting into their lives Evaluating compelling options Migrate benefit delivery options under one wining experience Aware of redundancy and overlap between solutions. Try to extend use of benefit into situations it wasnt designed for Wanting to use the proposition to increase meaning and connection in life. Strong sense that two different categories have so much in common that can be combined
  38. 38. 創新設計年會 Innovation Strategies Innovation seek to make lives better Technology shapes trends Trends push Technology
  39. 39. 創新設計年會 Innovation Strategies Gartner HYPE Cycle, relevant technologies
  40. 40. 創新設計年會 Innovation Strategies Gartner HYPE Cycle, relevant technologies
  41. 41. 創新設計年會 RELIABLE Can I trust it to do what I want? FUNCTIONAL Does it fit user needs? USABLE Do I unsderstand how to use it? ENJOY How do I feel when I use it? Why do I use it? ENGAGE Left Brain+Right Brain+ User Center • 左右脑并用! • 永远记得用户为什么要用你 • 每个用户都是UX专家 • 只有不断提供无与伦比的体验, 才能满足这些UX专家的需求
  42. 42. 創新設計年會 wechat : kyleshiau fb : Kyle Hsiao

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