YA WEN LUNEW YORKTaipei / Tokyo / Shanghai / ParisBBA Design & ManagementParsons The New School for Design347. 776 . 1755l...
Ya Wen Lu DEC 2010Parsons Design & Management                              a Chinese fortune cookie
YA WEN LU                                     Taipei / Tokyo / Shanghai / Paris / NEW YORK                                ...
VISUALIZing DATA   DESIGNERS’ SALARY   CONSUMER JOURNEYPROTOTYPing IDEAS   GAP ONLINE WARDROBE   EBAY VINTAGEconcept devel...
DESIGNERS’ SALARY                                                                                                         ...
VISUALIZing DATA   DESIGNERS’ SALARY   CONSUMER JOURNEYPROTOTYPing IDEAS   GAP ONLINE WARDROBE   EBAY VINTAGEconcept devel...
GAP ONLINE WARDROBE                                                                                   EBAY VINTAGE        ...
VISUALIZing DATA   DESIGNERS’ SALARY   CONSUMER JOURNEYPROTOTYPing IDEAS   GAP ONLINE WARDROBE   EBAY VINTAGEconcept devel...
CONCEPT DEVELOPMENT  Work with creative individuals   to lead, guide and manage the      creative thinking process.    Imp...
DEFINEEveryone has a different interpretation of the topic, and commonly people relate it to theirmemories, childhood and ...
VISUALIZing DATA   DESIGNERS’ SALARY   CONSUMER JOURNEYPROTOTYPing IDEAS   GAP ONLINE WARDROBE   EBAY VINTAGEconcept devel...
UNDERSTANDING CUSTOMER       Improvise innovative approach to  Improvise innovative approach to that      discover first h...
DEFINEHow does Haagen-daz and Cold Stone persuade their consumers?How does branding promote the motivation and the persuat...
VISUALIZing DATA   DESIGNERS’ SALARY   CONSUMER JOURNEYPROTOTYPing IDEAS   GAP ONLINE WARDROBE   EBAY VINTAGEconcept devel...
STRATEGY PLANNING          Branding and strategy is anImprovise innovative approach success     essential element of the t...
DEFINEAs entrepreneur thinkers, we have shaped a business mission state that defines our service andgoal as a brand. This ...
Improvise innovative approach to                              discover first hand insights that                           ...
CONTACT ME347 776 1755LILIANE44@GMAIL.COM
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Ya wen portfolio(digi spread)

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Ya wen portfolio(digi spread)

  1. 1. YA WEN LUNEW YORKTaipei / Tokyo / Shanghai / ParisBBA Design & ManagementParsons The New School for Design347. 776 . 1755liliane44@gmail.com#3c 100 SOUTH 4TH St, New York 11211, US
  2. 2. Ya Wen Lu DEC 2010Parsons Design & Management a Chinese fortune cookie
  3. 3. YA WEN LU Taipei / Tokyo / Shanghai / Paris / NEW YORK VISUALIZing DATA EXPERIENCE DESIGNERS’ SALARY 2008 milknhoney.com.tw Milknhoney Production codinate production process, assist casting CONSUMER JOURNEY 2007 www.jsjdl.comKinderly Real Estate Consultancy research, analyze consumer tr nds, create target consumer profile e PROTOTYPing IDEAS 2006 www.artistvillage.org Taipei Artist Village graphic design, cor dinate with artist GAP ONLINE WARDROBE EBAY VINTAGE EDUCATION concept development 2009-current Parsons The New School for Design New Y rok, US BBA, Design & Management Dean’s List: SPRING 09, SPRING 10 2007-2009 Parsons Paris Paris, France THE SMELL OF GROWING UP BBA, Design & Management Dean’s List: FALL 08 2001-2006 Suzhou Singapore International Schol Suzhou, China Bilingual International Baccalaur ate (IB) Graduate e UNDERSTANDing Customer SKILLS CRAVING FOR ICE CREAM Software Photoshop, Illustrator InDesign, Dreamweaver , Microsoft Word, Excel, Power Point Languages Chinese, Englsih and Fr nch e STRATEGY PLANNING INTERESTS Threater Art, Design books, Social Media ,Trends Analysis COMFORTING TEA
  4. 4. VISUALIZing DATA DESIGNERS’ SALARY CONSUMER JOURNEYPROTOTYPing IDEAS GAP ONLINE WARDROBE EBAY VINTAGEconcept development THE SMELL OF GROWING UPUNDERSTANDing Customer CRAVING FOR ICE CREAMSTRATEGY PLANNING COMFORTING TEA
  5. 5. DESIGNERS’ SALARY CONSUMER JOURNEY Approach Entry Browse Select Sign up Reserve Manage Alternation Destination Follow- Future Career for Design Managers! up 2008 Design Salary & Creative Field by Work Environment BUDGET TRAVELER Gallery-like Text-based User-friendly 90,000 (slide show) information Cancellation Facebook Direct info Facebook 80,000 Twitter short welcome Twitter Youtube from the owner Youtube invite travelers Highest salary accross creative fields, flickr 70,000 guidebook best income in consultancy companies! (detailed Con rmation Discounts 60,000 Word of schedule, letter on local mouth Updates on 31 updated photos transportation) video of local service f 50,000 current events “Invite 5 friends, events, food etc provider music plays around the get your ticket 40,000 FREE!!” according workd Consultancy calendar 30,000 to the mood In House GROUP TRAVELERS (local music, Freelance videos) % 20,000 current events map friends Academic invite friends con rm Monthly 10,000 Map of the by watching Best pay in Mid Atlantic, U.S in 2008, = discounts Charge after specials surrounding the video experation Most stable salary in New England. chat box coupons Des Mgmt IxD Web Fashion Arch ID Graphic Int Des And majority of design managers date hired with undergraduate degree! mood board exclusive (Credits Top suggestions, elite service Only) Destionation “you might need..for this recommendation pick up Ranking of salary by regions in relation with education level trip” service United States BUSINESS TRAVELER Mid Atlantic California Pacific South West top destination recommendation 100% 100% 100% 100% Partner with Ratings cooperation Brief info & advises use points Quick map contact list to exhange 20% 20% 20% 20% Soponsor goods or Account page $120,000 $120,000 $120,000 $120,000 business disounts - setting conference, $60,000 $60,000 $60,000 $60,000 events. $0 $0 $0 $0 01 08 01 08 01 08 01 08 New England Mid West South East Rocky Mountains 100% 100% 100% 100% 20% 20% 20% 20% $120,000 $120,000 $120,000 $120,000 $60,000 $60,000 $60,000 $60,000 $0 $0 $0 $0 01 08 01 08 01 08 01 08 Canada United Kindom Eastern Western UK 100% 100% 100% Education level Salary ranking Mid Atlantic PHD California Pacific 20% 20% 20% MA South West $120,000 $120,000 $120,000 New England BA Mid West South East $60,000 Rocky Mountains $60,000 $60,000 HS Eastern CanadaProject Domain: $0 01 08 $0 01 08 $0 01 08 Western Canada United Kindom Project Domain: info graphic design developmentRole: Role: reseracher, designer team leader,Researcher, Desinger, StrategistDate: Date: May 2009 May 2010Programs: Programs: Microsoft Excel, Microsoft Word, Illustrator Illustrator
  6. 6. VISUALIZing DATA DESIGNERS’ SALARY CONSUMER JOURNEYPROTOTYPing IDEAS GAP ONLINE WARDROBE EBAY VINTAGEconcept development THE SMELL OF GROWING UPUNDERSTANDing Customer CRAVING FOR ICE CREAMSTRATEGY PLANNING COMFORTING TEA
  7. 7. GAP ONLINE WARDROBE EBAY VINTAGE You want us back!? Yes! Revive the Retro! vintageA new marketing plan for GAP Paris, which offer a menswear line that is directly geared toward the young work force, A strategic recommendation for eBay, as the fever of online auction has gone down, a fresh strategy plan is in need. Inwho tend to shop alone or online. They seek for easy and efficient ways of shopping. order to sovle the current issues of quality control, counterfeit products control and the lack of unique position in the market. eBay vintage could defeat the high competition with Amazon.com and the similarity with Craglist.com. We recommendThe new marketing plan suggest a more accessible platform online, where customers can be updated with fashion trends, eBay to co-operate with established vintage stores, who operates with a certification system that qualifies various luxurynews from GAP and organize their waredrobe online easily. goods. eBay vintage promotes high quality second handed goods with a lower price. The combination of online auction with eBay vintage, eBay promotes the concept of “revive the retro with the right price!” which align with the brand philosophy.Project Domain: Project Domain: Marketing Strategic ManagementRole: Role: reseracher, designer Strategist, designerDate: Date: May 2009 Dec 2010Programs: Programs: Photoshop Photoshop Illustrator Illustrator
  8. 8. VISUALIZing DATA DESIGNERS’ SALARY CONSUMER JOURNEYPROTOTYPing IDEAS GAP ONLINE WARDROBE EBAY VINTAGEconcept development THE SMELL OF GROWING UPUNDERSTANDing Customer CRAVING FOR ICE CREAMSTRATEGY PLANNING COMFORTING TEA
  9. 9. CONCEPT DEVELOPMENT Work with creative individuals to lead, guide and manage the creative thinking process. Important phase of a creative project, translate and implement inspirational ideas into action and useful foundation for design THE SMELL OF GROWING UP Implement hands on brainstorm Project Domain: tools, including sketches, mood Creative & Experimental Role: board and prototypes. Concept Innovator, Event manager Date: Aprirl 2010 Programs: Power Point, Photoshop, Illustrator Members: Clara K. Pie K.
  10. 10. DEFINEEveryone has a different interpretation of the topic, and commonly people relate it to theirmemories, childhood and love. However, as a group we wanted to push the boundaries and askedourselves “how it stinks to be an adult” “the specific smells of growing up,” and focused more onthe theme: “what are the moments in life we felt like grown ups?” With these bizarre questions in Greasy Make-ups Menstruation shoesmind we started on an exciting journey exploring the smells of Growing Up. shopping bags spa make-up Dirty laundry cooking PIMPLES WomenDISCOVER Parties Lack of soap girls nightWe listed all the moments, objects and smells that remind us of growing up. Without a surprise, Stresswe found multiple associations around the topic of adolescence and independence. We asked milkourselves “which themes have the strongest smell?” Late night h.w. waxing Cigrattes +Here are some of the smells we came up with: pimples, waxing, nail polisher, alcohol, monthly Alcohol secrets Depression cellulitebills, money, and loneliness.DEVELOP what do you think? what do you think?With these smells at the tip of our nose, we started to visualize and narrow down these stinky Smell your luck today SMELL YOUideas into 10 solid concepts. Just like perfumes on the market, these smells didn’t come alone.They were a smelly mixture of awkward situations, sweet, happy, intense, angry and sadmoments.DELIVERThroughout the class discussion the idea of balloons from our group distinctively stood out as amedia to maintain and release scents. Further more, the idea of scratch and sniff from a card fromour group also been voted to put in action. As a class we combined the concept of scent clockwith scratch and sniff card, also at the end of the event each guest would be given a surprise fiveo’clock balloon as a gift.
  11. 11. VISUALIZing DATA DESIGNERS’ SALARY CONSUMER JOURNEYPROTOTYPing IDEAS GAP ONLINE WARDROBE EBAY VINTAGEconcept development THE SMELL OF GROWING UPUNDERSTANDing Customer CRAVING FOR ICE CREAMSTRATEGY PLANNING COMFORTING TEA
  12. 12. UNDERSTANDING CUSTOMER Improvise innovative approach to Improvise innovative approach to that discover first hand insights discover guide design and innovation. first hand insights that guide design and innovation. Oversee the globel market to gain Oversee the deep understanding of the globel market to gain deep understanding of and trends. environment the environment and trends. Translate and visualize insights CRAVING FOR ICECREAM Translate and visualize insights from and information drawn Project Domain: Merchandise Space Research and research intodrawn from information an inspirational Role: Researcher, Strategist research into foundation for design. and useful an inspirational and useful foundation for design. Date: Oct 2009 link the connection between Programs: linkbrands and social and cultural the connection between Microsoft Word, Excel, behaviors and trends. brands and social and cultural Power Point, Photoshop Members: behaviors and trends. Andrew C. Hande T. Tina T.
  13. 13. DEFINEHow does Haagen-daz and Cold Stone persuade their consumers?How does branding promote the motivation and the persuation?DISCOVERThrough on site observation, I have identified specific difference between Haagen-Dazs and ColdStone including a different group of target audience, and how the environment is portrayed differ-ently to attract specific customers.The Haagen-Dazs store located by the water attract more tourists and shoppers in the area,therefore a small store front that allows a high turn over of traffic is suitable, on the other hand,the Cold Stone store offers a bigger space for mothers with baby trailers and group of friends tosit and stay.DEVELOPDetailed Customer profiles are developed based on the observation; also in store customers arefurther analyzed and develop into persona profiles.DELIVERThe positive and negatives of the design of the store, and the brand images are analyzed for bothmerchandiser, and given suggestions and recommendations accordingly.
  14. 14. VISUALIZing DATA DESIGNERS’ SALARY CONSUMER JOURNEYPROTOTYPing IDEAS GAP ONLINE WARDROBE EBAY VINTAGEconcept development THE SMELL OF GROWING UPUNDERSTANDing Customer CRAVING FOR ICE CREAMSTRATEGY PLANNING COMFORTING TEA
  15. 15. STRATEGY PLANNING Branding and strategy is anImprovise innovative approach success essential element of the todiscover first hand insightsbusiness. of a that guide design and innovation. Based on company profile givingOversee the globel innovative gain efficient and market to stratey deep understanding of suggestion. the environment and trends. Take account in the market THE COMFORTING TEA landscape as well asthe consumerTranslate and visualize insights Project Domain: Advanced Branding experience and information drawn from Role: Researcher, Strategist research into an inspirationaland useful foundation for design. Date: May 2010 Programs: link the connection between Microsoft Word, Power Point, brands and social and cultural Photoshop,Illustrator behaviors and trends. Members: Jin Sun P.
  16. 16. DEFINEAs entrepreneur thinkers, we have shaped a business mission state that defines our service andgoal as a brand. This project focus on defining our position in the competitive market landscape,and efficiently characterize our target personas.DISCOVERWe have discovered our position in the market place, we aim to provide high quality tea with highaccessibility, offers a friendly, nostalgic and refreshing tea drinking experience.DEVELOPWe have developed a strong combination of brand drivers, including approachable, nostalgic,playful, comforting, authentic and refreshing. Each brand drivers are respented with visuals tocreate a clear vibe and image for the brand. We also developed a series of “special instructions”for customers to fully enjoy the experience with us.DELIVERA complete branding strategy is provided with detailed consumer journey discription. We paidclose attention to each touch point through the interaction with us, we aim to keep our customerfeel warm and entertained.
  17. 17. Improvise innovative approach to discover first hand insights that guide design and innovation. Oversee the globel market to gain deep understanding of the environment and trends. Translate and visualize insights and information drawn from research into an inspirational Ya Wen Lu DEC 2010 and useful foundation for design. link the connection betweenParsons Design & Management THANK YOU ! brands and social and cultural behaviors and trends.
  18. 18. CONTACT ME347 776 1755LILIANE44@GMAIL.COM

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