Download - Sharon Design Innovation Portfolio
Sharon Goh’s Design works
Brand commercialization to Asia
Car interior design marketing
Unifying a worldwide brand
Target Persona branding
Asics
Research on massage shavers Gamers’ interface laptop design
Sharon Goh About me I have years of interna/onal working experience in product design, global branding, consumer research and new market commercialisa/on in Singapore and the Netherlands. I have done energy, retail, automo/ve and consumer electronics projects such as Shell, Philips, Ferrari, Asics in the Netherlands and Singapore.
In 2008, I became the only Singaporean to receive a Dutch government scholarship to study Masters of Science in Strategic Product Design in DelH University of Technology in the Netherlands. I specialized in market commercializa/on to Asian markets with design innova/on and marke/ng research management. In 2005, I was awarded top in my cohort (Dean’s List) twice in Na/onal University of Singapore. I have received design awards for different compe//ons in Singapore, Belgium and the Netherlands.
Brand strategy exper.se
My Core Competencies
- Innova/ng new communica/ons with technology developments
Global consumer research experience
Digital innova.on knowledge Crea.ve design skills
- Designing brand policies with partners closely to ensure unique brand promo/on
- Experience in SPSS, analy/cs quan/ta/ve and qualita/ve interview research
- Experience with graphic, 3D modelling infographics and photography design
Shell brand communications
Shell is a a global oil and gas corpora/on in the Netherlands. As a Project Manger in branding, I advised the designs created worldwide in our Shell Brands Interna/onal team.
1. Shell Brand consulta.on
4. Print & Digital Communica.ons
2. Brand Design policy wri.ng
3. Packaging design
Provided brand consulta.on to design agencies and Shell design teams worldwide
Created promo.onal materials for Shell and other joint partners
Implemented brand policies for different Shell communica.ons to educate teams worldwide.
Conceptualized new packaging designs and guidelines for new lubricant product markets
Shell digital innovation - Creating apps to share the future of energy
Using 3M’s VAS System, I analyzed the strong points of Shell adver/sing to advise how to best create the “Inside Energy” App, a new innova/ve to
target mobile phone users.
Cover page and its Interac/ve inside pages to show the “depth” of drilling oil in the deep sea.
Shell retail communications - Designing the message through the customer journey
Understanding the customer journey is an important part for us to design
adver/sing that will guide a customer on his way from buying fuels, paying, to saying good-‐bye.
Packaging designs
Shell print advertising - Unifying the brand across the globe
Presenta/ons
Retail shop adver/sing
Press adver/sements
Direct marke/ng voucher designs
Exhibi/on backdrop for Ferrari
I strategized ways to help the company and its partners market a unified Shell brand worldwide,
where the brand rankings of Shell improved from 30th to 19th place in the Brand Finance Global 500
report.
Internal Communica/ons Policy
Campaign Posters
Reports
Packaging designs
Developing new shaver designs for young men, my task was to incorporate new innova/ve methods to enhance
the way men shave.
1. Anthropological research 2. Innova.on studies
3. Scenario mapping 4. Design features
Philips massage shaver
Researched on how men of different races shave their hairs habitually by designing infographics of consumer concerns
Studied the use of low frequency electrowave to massage face muscles to achieve
revitaliza/on of well being during shaving
Envisioned how a working man will use this shaver product to relax his muscles
Created massage pad designs on the shaver to provide a soothing therapy on the face
ARIES massage shaver
Smooth pulsa/ng of the massage pads provides a soothing therapy on the face
Retractable massage pads for ease while shaving
Philips massage design
Being the largest chipmaker in the world, Intel wanted to expand their product
por`olio from making chips to laptops. I created a gamer laptop design to extend
their product range.
1. Game control play research
3. Design Idea.on 4. Product interface design
2. Compe.tor analysis
Intel gamers’ laptop
Surveyed computer gamers on their favorite computer games are and how they play
Analyzed other rival gamers’ laptop brands
Studied the buaons gamers commonly used, and how a gamer’s laptop can be designed to be
compact and sleek
Turntable laptop with console designed to maximize the ul/mate gaming experience
with enhanced light and sound
Intel laptop design
Ferrari car interior
Being a key aerodynamics parts supplier for Ferrari, my role in Ac/flow BV was to inves/gate how they could harness their aerodynamic technology to reinvent
Ferrari’s F430 interior.
1.User Test Market Iden.fica.on
4.BCG Growth matrix marke.ng
2. Prototype safety design
3. Compe..ve sales pricing
Iden/fied Ferrari drivers to be mainly 50 year old male connoisseurs or 25 year old male
show offs
Designed aerodynamic tac.le responses within car seats through conduc/ng user test
drives towards safety awareness
Considered how much Ferrari cars can be compe..vely priced with the new sea.ng system
Studied where Ferrari cars would sell using the Boston Consul.ng Group matrix
Ferrari F430 car interior vision
E commerce advertising
Unilever digital cookbook app research - Creating a digital recipe cookbook app by chefs that links Unilever’s ingredient webshop to consumers
Apps design – building e-recipe
book
Connect food relating to the ingredient
information
Online shopping information in just a
click
QR code advertising
Chef community building
Chef forum – valuing the food
they make
Chefs can contribute their cuisine creations online
Capture the customer data online using analytics to
create user personal preferences
St James Eten Jan Kuipers
12345
Online exclusive membership for chefs
and consumers
Rate the recipe
Proceed to checkout Con.nue Shopping Menu
Prepara.on Advance prepara/on Wash, hull and cut the strawberries as required if to be cut 1. Pur the Meadowlan double into the Kissag cream whipper. 2. Place the prepared strawberries in appropriate serving dishes. 3. Pipe over with whipped cream and serve. Handy hints For a liale more flavour add a liale icing sugar and lemon juice. Serve with shortbread and or tuille biscuits
Rate the recipe
Proceed to checkout Con.nue Shopping Menu
Complimentary dishes BERRY CHEESECAKE BY CHEF RENE
Recipe Search Register Log-‐in
Unilever chef community building - Create an open community forum to help chefs upload their recipes on Unilever’s digital cookbook app
Renowned chefs are invited to post their recipes online
The digital app introduces other dishes that compliment the search consumers go for
Billing Address
Restaurant
Address
Quan.ty Sub total
Total
Proceed to checkout Con.nue Shopping Menu
Prepara.on Advance prepara/on Wash, hull and cut the strawberries as required if to be cut 1. Pur the Meadowlan double into the Kissag cream whipper. 2. Place the prepared strawberries in appropriate serving dishes. 3. Pipe over with whipped cream and serve. Handy hints For a liale more flavour add a liale icing sugar and lemon juice. Serve with shortbread and or tuille biscuits
Proceed to checkout Con.nue Shopping Menu
Rate the recipe Rate the service
FLORA BuYery Spread (2 kg)
Quan.ty Sub total
Total
Ar.cle Code: 16036606 KNORR Beef Boullion
Ar.cle Code: 160446606 FLORA Buaery Spread
Vendor Contact
Direct Sales
Postcode
Rate the recipe
Ar.cle Code: 11246606 CORT’E DOR Cream
Contact
- Linking the recipes to Unilever’s ingredients to sell its stock via webshop ordering
Unilever ingredients that are required to make the recipe will be shown to consumers to buy
Consumers can simply purchase their Unilever ingredients and they will be delivered to them at just one click
Unilever online ingredient webshop
OTO Bodycare is a health & wellness company in Singapore, where I designed a foot massager for the
female market.
1. Healthcare problem defini.on 2. Technology trend studies
4. Product-‐user scenario 3. Product design development
OTO Bodycare massager design
Iden.fied the possible feet problems women face wearing high heels (eg blisters)
Considered technologies that can be used to solve such problems (UV/infra red light)
Incorporated aromatherapy with ligh.ng for female users in foot massager design
Proposed a UV-‐aroma massager product-‐user scenario for ladies
Asics wanted to redesign their running shoes to target the Dutch runners’
market. I conducted qualita/ve research interviews with avid Dutch marathon runners to understand how Asics
running shoes can be further developed.
1. Context mapping techniques 2. Shoe design research
3. Color and details studies 4. Runner personas mapping
Asics running shoe research
Conducted a crea.ve session for Dutch runners for Asics using context mapping
Considered the runners’ feelings towards running and their favorite shoe design
Provided 3 color and material direc.ons for Asics to improve their shoe designs
Iden/fied 3 Asics runner personas – compe..ve-‐minded, fashionable-‐oriented,
back-‐to-‐basics
senz˚ brand commercialization to Asia
Marke/ng itself as a premium umbrella Dutch brand in Europe, I commercialized senz˚ brand to the
Asian Pacific markets .
1. Consumer research tes.ng 2. Sales poten.al research
3. New products and retail design 4. Marke.ng plan for personas
Conducted NetQ consumer studies in Taiwan, Hong Kong , Japan, China, Australia and Korea
Predicted their future sales poten.al across the Asia Pacific in shops and online sales
Used SPSS analysis to predict possible new products senz˚ can venture into
Created a media marke.ng plan aimed towards the target personas in Asia
senz˚social media marketing - Marketing senz˚ to asia pacific
More Details of my Design Research Experience … …
“Life is as high as the sky, You’ll never know what you can design, unless you try.”
Thank you for viewing my portfolio!
http://nl.linkedin.com/in/sharongohpn [email protected]
+ 31 628617053
sharon goh