产品策略与用户研究
YANG DESIGN的产品策略与设计服务,为企业深度洞察目标消费群,制定精准的市场定位。针对市场竞争者,规划产品线与产品的品牌识别性,创造产品的差异化竞争力。在发达经济体,这已成为继“六西格玛”之后,企业最重要的营销理念与创新方法!
一件优良的产品不仅在于视觉层面的美学价值,更在于“创造完美的用户体验”,这也是 YANG DESIGN 所遵循的设计哲学。为此,自2005年创办时,我们就已关注并研究用户体验与服务设计,在多年的积累后,我们已具备了在此领域的领先的方法与工具,以及专业的研究人员与项目案例。
Based on target consumer insight, YANG DESIGN defines the product strategy for accurate market positioning, a product line and brand identity with competitivety and differentiation against competitors, In developed economics, it has become the most important marketing and innovation method since Six Sigma.
A good product is much more than aesthetic value in the visual level. Following the philosophy of creating perfect user experience, YANG DESIGN has been studying user experience and service design since 2005, acquiring leading methods and researchers, as well as project show cases.
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全球最大的家电生产商海尔在组建基于U+智慧美食生态圈。不但利用智能设备互联,而且引入一个提供软硬件服务平台。用户可以借助平台、APP、社交网络、O2O服务,作为引入用户定制智慧美食的入口,为了增加与其他人或其他家人的互动。项目的挑战在于现阶段用户刚刚接触智能家居的概念,并没有很多智能厨房设备,所以我们要安排一个循序渐近的过程让用户从单个、低价的智能设备向整个智慧美食生态圈过度。最后,希望通过这个平台,实现智能美食产品、云服务、APP软件的联动,为用户提供智能化、系统化的美食解决方案。Haier, the largest white home appliance manufacturer in the world, is forming the smart food ecosystem, as part of its U+ smart home platform. Not only the smart devices connected, but also a platform shall be introduced to provide hardware and software services. Users can customize the smart food entrance, at any time to increase or decrease and control their own food needs. APP, social media and O2O service are introduced to the eco-system, so as to increase user interaction between family members.
The challenge is at this early stage, that most users are first time user of smart home concept, and don't have a lot of existing smart kitchen devices.
《时尚家居》8090后家居消费模式研究
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《城市画报》联合YANG DESIGN设计策略研究所展开对于过往14年中国亚文化群的生活形态研究。我们的社会将越来越关注小众和个人化的趋势,我们总结了中国亚文化群体的特征和走势,我们好奇他们现在的生活状态是继续还是回归了主流,我们想要明白亚文化对于主流文化、商业、品牌等等又是以什么意义而存在。项目成果包括在上海K11举行的一个公开展览,一场专题论坛,一段视频,一份全国发行量为30万的研究报告。This project was a partnership between YANG DESIGN and CITYZINE for a lifestyle research of China’s sub-culture in the past 14 years. Our society will become more and more focused on sub-cultural groups and personalization. In this research, we combined the specialty and trends of the China’s sub-culture, wondering if their life condition will continue as it is, or go back to the mainstream. We wanted to understand the meaning of sub-culture’s existence for main stream, businesses, and brands. The result of this research was exhibited at the K11 Art Center in Shanghai with a public exhibition, a forum, a video, and a research report that was published nation-wide with 300,000 copies.
《城市画报》亚文化生活形态研究
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本项目受《时尚家居》委托,定性研究中国一二线城市8090后的家居消费行为和未来消费趋势,帮助消费者、家居媒体、家居设计和销售商三方更好地把握住未来家居年轻消费市场。
作为前期的案头研究,我们探讨了1980年至2014年,中国政治、经济、社会、文化、科技的发展历史。作为8090后的成长背景,它们对8090后的生活形态,以及对现在和未来的家居产品设计都或潜移默化或直接产生了影响。在2014年初,我们与时尚家居在网络上发起8090后家居消费行为问卷,并收回有效问卷2470份。本问卷针对年家居消费比例、消费方式、购买决策、购买影响因素、购买地点等关键点进行调研。并通过不同年龄、性别,以及收入进行调研结果的交叉性对比,从而观察家居消费模式的共性与个性。
我们一一罗列了现今80后、90后所涌现而出的各类群体以及他们的理念。并分析这些群体对他们的家居消费形态有何影响,他们中哪些会在日后成为影响力较大的群体。最后,基于2470分问卷的分析得出的80后、90后家居消费行为,以及主流人群生活状态的分析结果,我们提出未来中国家居行业的四大趋势。本研究报告作为《时尚家居》的14周年特刊于2014年6月全国发刊。
The report is commissioned by TrendsHome and launched as 14 annual special magazine in June, 2014. It provides the lifestyle study and trends of Post 80s and 90s for media, designers, dealers and consumers.
《时尚家居》8090后家居消费模式研究
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作为全球最大飞机制造商的唯一选择合作的中国设计咨询机构,自2011年至今,YANG DESIGN为其完成了包括中国消费者洞察、用户体验、趋势研究及品牌识别等在内的多个领域的研究与设计,为飞机内舱提供了多个创新设计方案,获得了高度评价,并由此双方展开了长期的合作。
项目重点在于如何洞察新兴消费群的需求,并为他们提供创新合理的飞机内舱解决方案。由于项目保密协议,不便对细节展开更多演示,见谅!
As the only Chinese design consultancy working for the largest airplane manufacturer since 2011, YANG DESIGN has conducted studies on Chinese consumer insight, user experience, trends study and brand identity, and developed innovative interior design concepts. The projects have been extremely well received by the American headquarters.
The project focused on emerging consumer needs, and provided innovative yet reasonable solutions. It was rated as the most successful project within China R&D. Some details are still confidential.
飞机内仓设计
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爱依瑞斯布艺沙发产品线规划与产品品牌识别性规范
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2012年,YANG DESIGN为本土橱柜领先品牌志邦完成了一套针对于未来三年的产品策略规划。作为一种西方产品,橱柜如何能融入中国人的家庭生活?橱柜的创新如何走出改面板和选风格的模式?通过高层访谈、专家访谈、卖场走访、入户调研等手段,对行业、趋势和用户进行研究,最终转变为产品线的规划。In 2012, YANG DESIGN has completed a 3-year product strategy planning for ZBOM, the leading player of kitchen cabinets in China. How can the Western cabinet fit into Chinese home? And how can innovation be more than just styles and doors? Through client & expert interview, store & home visit, we studied the industry, trends and users, and translated our research into product line planning.
志邦橱柜产品策略与设计
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基于产品策略报告,志邦在2013年厨卫展上推出X-Living高端橱柜系统。针对忙于上班的周末下厨族,产品采用隐藏式结构,周一至周五可完全闭门隐藏。产品提供了更多的内部储物空间,以应对小家电存放、备菜环节出现的大量碗碟等空间问题。加入旋转式早晨边桌,让追求情调的用户可在厨房用早晨。改进了友好的大圆角造型,避免出现上一代产品中厨具易从桌面滑落的问题。并加入了手势控制等智能交互技术。Based on the report, ZBOM has launched X-Living, a high-end cabinet with hidden structure in the 2013 Kitchen & Bath Expo for young people who only cook during the weekend. It includes improved storage for small home appliances and dishes, a breakfast table, improved radius and motion control.
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本项目定性研究中国一二线城市的8090后车主的生活形态,预测未来5年内的小型车用车需求,并转化成为影响车型构架的创新设计机会点。在项目前期,我们以城市研究和人群研究为主题,进行案头研究。总结了影响中国未来发展的政治、社会、科技、文化等关键词;并深入研究中国一二线城市代表——北京、上海、重庆、哈尔滨,包括城市历史、规划与交通、社会文化、家庭结构;以及中国8090后的主流人群、以及亚文化人群的特征、价值观和生活生态,以确保项目进行时城市采样、人群采样的全面和多样性。 The project consisted in a qualitative study about the lifestyle of Post 80s and 90s drivers. We predicted the trend for compact car in 5 years, and translated it into design opportunities for a new car body.
通用小型车趋势及车主生活形态研究
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我们在四个城市都分别召集了2组用户参与工作坊以及深访4个代表家庭。被访者包括主流小型车消费者和亚文化人群代表。在用户参与工作坊中,综合运用了拼贴、自我生活描绘等方法,增加用户的参与度,充分获取用户购车决策、生活形态的信息。在入户深访中,则以人类学的方法综合运用了深度访谈、观察、关键任务执行、物品和使用环境记录等方法,全面地了解用户的真实生活状态的同时,了解影响他们生活形态的原因。The project started from documentary study of PEST in China. Four cities—Beijing, Shanghai, Chongqing and Harbin, are mapped as background for lifestyle in tier 1 and tier 2 cities. We recruited 2 co-creation workshops and 4 field study in each city. The workshops was designed to include collage and drawing activities to engage participants. The field study combined ethnographic methods such as in-depth interviews, observation and personal inventory survey in drivers’ home.
通用小型车趋势及车主生活形态研究
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美国主流音响品牌BOSE公司业务持续增长并更加全球化,拥有更多的客户并且推出不同价位的多样化产品服务。为此设计中心正着手发展移动音频和娱乐业务,并邀请了美国,欧洲和亚洲的设计顾问来描绘未来的憧憬。本研究通过数据奠定了移动的大趋势,提出了在中国地区三个极具差别的主流生活形态,以结合使用情景的故事板来描述产品概念主题。报告最终在BOSE美国总部演示并取得良好反响。American mainstream brand BOSE tends to extend its business in the world with very diverse products and services. It invites design teams in America, Europe and Asia to predict the future scenarios. This report was based on the mobile macro trend, and proposed three lifestyles in China, and illustrated through a storyboard. The final report was presented at BOSE headquarters and was well received.
美国BOSE音响未来移动音频及娱乐趋势研究及产品概念设计
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中国设计历史研究
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品牌识别性研究的工具与方法
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美国汽车品牌产品品牌识别性PI研究
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爱依瑞斯布艺沙发产品线规划与产品品牌识别性规范
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爱依瑞斯布艺沙发产品线规划与产品品牌识别性规范
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爱依瑞斯布艺沙发产品线规划与产品品牌识别性规范
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爱依瑞斯布艺沙发产品线规划与产品品牌识别性规范
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爱依瑞斯布艺沙发产品线规划与产品品牌识别性规范
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美国主流音响品牌BOSE公司业务持续增长并更加全球化,拥有更多的客户并且推出不同价位的多样化产品服务。为此设计中心正着手发展移动音频和娱乐业务,并邀请了美国,欧洲和亚洲的设计顾问来描绘未来的憧憬。本研究通过数据奠定了移动的大趋势,提出了在中国地区三个极具差别的主流生活形态,以结合使用情景的故事板来描述产品概念主题。报告最终在BOSE美国总部演示并取得良好反响。American mainstream brand BOSE tends to extend its business in the world with very diverse products and services. It invites design teams in America, Europe and Asia to predict the future scenarios. This report was based on the mobile macro trend, and proposed three lifestyles in China, illustrated through a storyboard. The final report was presented at BOSE headquarters and was well received.
美国BOSE音响未来移动音频及娱乐趋势研究及产品概念设计
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爱依瑞斯布艺沙发产品线规划与产品品牌识别性规范
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爱依瑞斯布艺沙发产品线规划与产品品牌识别性规范
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