MEI HSIEHsummer 2011

peoplelive

a valuable story.design is about people.

problem solvingasking questions

passionate about

helping people

Four years ago during a service trip to Antigua, Guatemala I was energized to meet people and discover problems concerning the most basic necessities (water, shelter, sanitation). Today, I have learned that creative thinking and empathy can be used in approaching the most complex of problems.

I am an enthusiastic thinker that uses curiousity to uncover valuable insights from a person’s story.

513.288.6493mhsieh08@gmail.com10558 Stablehand Dr. Cincinnati, OH 45242

MEI HSIEH

EXPERIENCE

SPONSORED STUDIOS

SCHOOL

INTERESTS

AWARDS

ACTIVITIES

SKILLS

UNIVERSITY OF CINCINNATICollege of Design Art Architecture and Planning Industrial Design B.S. - Class of 2012 GPA: 3.75

SYCAMORE HIGH SCHOOLClass of 2007 GPA: 4.10

Ohio Three Arts Women’s Scholarship 2011University of Cincinnati Dean’s ListCincinnatus Scholarship Scholastics Ohio Arts Award Winner 2007National Honors Society Graduated High School top 10% of class Interlochen Emerson Scholar Winner 2006Interlochen Concerto Competition Finalist 2006

IDSA : UC Chapter: Junior Secretary 2008 to 2009Racial Awareness Pilot Program XXIII 2007 to 2008 Serve Beyond Cincinnati 2007 to presentGuatemala- spring 2008El Salvador- winter 2009New Orleans trip leader- spring 2010Currently volunteering locally in Cincinnati on a regular basis.RAPPORT - 2008 to presentCincinnati Conservatory of Music Concert Orchestra 2008

Photoshop, Illustrator, Dreamweaver, InDesign; Cinema 4D; Alias Studio 2010; Solidworks 2010; Microsoft Office; photography; PC or Mac

volunteer service, traveling, eating, cooking, jazz violin

FUJI & SRAM SPONSORED STUDIO06.10 TO 09.10Cincinnati Innovates Finalist- LPK Branding Awardprimary and secondary research, conceptualizing electric bike market needs, ideation, 3D modeling, complete model making process

LIVEWELL COLLABORATIVE STUDIO01.10 TO 03.10researching needs and values of assistive mobility users, conceptualizing with college of nursing, resulting in final presentation to medical professionals around the area

ELEVEN, LLC03.11 to 06.11 - Boston, MAoff-site researching, interviewing users and developing future strategy work for Proctor and Gamble; concept development for Reebok and Europro

ENTHOVEN ASSOCIATES DESIGN CONSULTANTS09.10 to 12.10 - Antwerp, Belgiumprimary research for Belgian tram company; primary and secondary research for assistive mobility tools, followed by setting up and participating in brainstorm; concept development for houseware furniture system; ideation for transportation interior

PRIORITY DESIGNS03.10 to 06. 10 - Columbus, Ohiokick off research, ideation, developing finalized concepts for Mead, GE, Lowe’s

FISHER PRICE Baby gear team: 03.09 to 06.09responsible for developing concepts for new lights’n sounds baby monitor, developed CAD model, and resulted in a productPre-school team: 09.09 to 12.09responsible for helping geotrax line for 2011, model-making, sketching concepts for role-play; personal presentation on play and social change

“AMERICANS NEED E-BIKES. THEY CAN

DO MORE.”Well first of all, what is an e-bike? Our group had never heard of an electric bike, and soon found out that most Americans hadn’t either. We needed to create an electric bike that had a unique identity.

click for the complete process book

THE ON CYCLE

00

05

CITIES NEED BIKES TO CHANGE THEIR TRANSPORTATION HABITS

An inexpensive alternative mode of transportation that is booming in asia and europe. It’s an ecological solution that provides light exercise, while the electric motor provides assistance when needed (especially up hills).

BUT WHY ARE AMERICANS UNINTERESTED?

46.7%

79.7 people/mile2

$28.23

39%

51.3%

87.4 people/mile2

$64.97

44%

2000 2010URBAN POPULATION

WORLDWIDE

UNITED STATES POPULATION DENSITY

AVERAGE PRICE OF CRUDE OIL (PER BARREL)

ABDOMINAL OBESITY RATE

With the increase of population density, urban infrastructure can no longer accomodate so many cars. Despite more traffic jams and less parking space, only 1% of americans bike to work. Distance, hills, and riding with cars are all factors that prevent people from using a bike.

... AND SO SRAM AND FUJI INTRODUCED US TO THE ELECTRIC BIKE.

sram and fuji provided an electric bike for us to test ride on

06

WE DISCOVERED THAT E-BIKES HAVE AN UNKNOWN IDENTITY.

it wasn’t just us. the electric bike is virtually unheard of and rarely used in america. once people got on one and rode, they were surprised they had never heard of how great they were before. bike retailers won’t sell them because they think there is no interest. people are still riding bikes recreationally.

so when people are first looking at electric bikes what is holding people back at the stores?

BIKE ADVOCATESNEW USERS

USER TESTING (x18): to see what their first reac-tion is

“i can ride up hills with this?!!”

“i’ve never heard of this before!”

“not many people buy those ebikes... so we don’t sell them”

“people don’t ride the road because they are scared of cars”

biking in america is mostly recreational, and is slowly growing

ebikes might be a novelty at first, and then would become transportation

RETAILERS (x8): who’s buying, who’s selling?

RIDE THE ROAD CLASS: what’s important when sharing the road

ARTICLES, DOCUMENTS, SURVEYS (x23): learning from experts about american bike culture and safety

CITY BIKE ADVOCATES: people that are paving the way for bike road infrastructure reform

07

THE GREEN ZONE:perceived value is greater than the cost DESIRED VALUE LINE:

perceived value is equal to the cost

THE RED ZONE:perceived value is less than the cost

price was the most basic criteria to judge whether e-bikes looked valuable. our graph compared how much we perceived the e-bikes to cost, to their actual cost.

DO E-BIKES GIVE USERS A GOOD FIRST IMPRESSION?

HIGH PERCEIVED VALUE

PRICE$3000+

PRICE<$75

LOW PERCEIVED VALUE

08

$1500

$600!$1500!$2500?

THE GROUP COMPARED E-BIKE AND BIKE FLASH CARDS

$1000$5500

over 60 cards of bike and electric bikes were printed, and the price was written on the back. without discretion, people yelled out their first impressions of how much he/she thought it would cost.

THE GREEN ZONE:perceived value is greater than the cost DESIRED VALUE LINE:

perceived value is equal to the cost

THE RED ZONE:perceived value is less than the cost

HIGH PERCEIVED VALUE

PRICE$3000+

PRICE<$75

LOW PERCEIVED VALUE

09

MOST E-BIKES FALL BELOW THE DESIRED VALUE LINE.

ELECTRICBIKES

BIKES

whether the real price was $3,000 or $500 ebikes, many of them did not look worth the cost! the blue region represents all the dots of e-bikes that did not look worth the ticketed price.

HIGH PERCEIVED VALUE

PRICE$3000+

PRICE<$75

LOW PERCEIVED VALUE

010

strong visual identity

harmony & simplicity

high perception

of value

WHO AND WHAT CAN WE LEARN FROM?

HIGH PERCEIVED VALUEwe found the most successful products have not only a strong visual identity, but are tamed by harmony and simplicity. lots of products have a strong visual identity but are not carefully designed. the products on the left balance these qualities.

IDENTITYbrands that convey a lifestyle are successful and identifiable. although people don’t like to be categorized, they believe their purchases can convey their interests and beliefs

• effortless user interaction• cohesive visual aesthetic• harmony and simplicity

people want something that has an identity they can relate to, yet make their own

+HIGH PERCEIVED VALUE BRAND LIFESTYLE

11

INCREASE THE PERCEIVED VALUE• create a product that defines the

“electric-bike” identity

DISTANCE OURSELVES FROM THE BIKE MARKET• revise terminology to prevent

confusion

EFFORTLESS USER INTERACTION• simplify features to create intuitive

experience

PREVENT RIDER INTIMIDATION• integrate traffic safety features to

achieve comfort,and stability for the consumer

OUR DESIGN REQUIREMENTS:

11

12

EXPLORING A NEW IDENTITY

these ideas wanted to explore the possibilities of an electric bike becoming a transportation vehicle, as well as still the idea of a light, recreational frame.

more road presence!

more value to the battery

unique sillhouette

13

FOR RECREATION (53)

AGILITY (40)

PORTABILITY (33)

EASY TO USE (68)

FOR TRANSPORTATION (69)ROAD PRESENCE (67)

CONVENIENCE (63)

ELECTRIC (60)

FUN (60)

FOR RECREATION (53)

AGILITY (40)

PORTABILITY (33)

EASY TO USE (68)

FOR TRANSPORTATION (69)ROAD PRESENCE (67)

CONVENIENCE (63)

ELECTRIC (60)

FUN (60)

FOR RECREATION (65)

AGILITY (61)

PORTABILITY (52)

EASY TO USE (66)

FOR TRANSPORTATION (68)

ROAD PRESENCE (60)

CONVENIENCE (57)

ELECTRIC (65)

FUN (63)

THE CONTENDERS

THE “TRANSPORTER”THE “DAY EXPLORER”

FOR RECREATION (66)

AGILITY (59)

PORTABILITY (52)

EASY TO USE (71)

FOR TRANSPORTATION (63)ROAD PRESENCE (59)

CONVENIENCE (48)

ELECTRIC (56)

FUN (59)

• integrated features• ability to transport• travels easily, ID

EA

LS

SU

RV

EY

RE

SU

LTS

THE “HYBRID”

the three concepts were developed after discussing the extreme purposes of having an electric bike. should it embrace the recreational, the transportation, or the hybrid identity?

a survey given asked users to evaluate our 3 concepts based on first impressions. results showed that people perceived the e-bike concepts to match the same ideals of the three categories. the the most well rounded, and well liked was concept c.

“ROAD PRESENCE”

“TRANSPORTATION”

“ELECTRIC”

“LOOKS EASY TO USE””

“CONVENIENT”“LOOKS EASY TO USE”

“FUN”

“FOR RECREATION”

• recreational, agile, fun and portable

• easy to lock anywhere (integrated u lock)

• increase road presence• increase transportation identity• focus on storage

14

AN ELECTRIC BIKE WITH AN IDENTITY.

ONCYCLE

Finalists in Cincinnati Innovates Competition

15

THE MEANING:

BREAK AWAY from conventional frame geometry by embracing alternative production means and nonstandard componentry.

INTEGRATE standard aftermarket components into the frame including lights, D-lock, rack and the bell.

CALL OUT the electric power. The glowing bottom bracket showcases the bottom bracket motor and increases road presence.

ONCYCLE

16

03

02

0407

060501 HOW IT WORKS:

01. LOCKED IN WHEELkey activated lock secures tires02. U-LOCK/BIKE RACKbike rack fits into frame, but also becomes lock 03. BREAK LIGHTSto increase road presence and safety04. LIGHTED PEDAL emphasize the e-bike’s electric nature05. USER INTERFACEsimple UI shows battery life and charge06. THUMB THROTTLEthumb throttle increases battery power07. MAGNETIC FITTED PANNIERpack on the side allows easy storage08. FRONT LIGHTSintegrated front headlights

08

(^PHYSICAL MODEL)

17

ONCYCLE’S BRAND LIFESTYLE: SAVVY

effortless and logical were two words that came to mind that characterized the bike, as well as user interaction . savvy is the lifestyle that is a combination of the two. It conveys a lifestyle that is cool under pressure and always street smart.

in the ads on the left, the savvy lifestyle is something users want to become, but they can also make their own. logical

characteristics of the bike

characteristics of user interaction

savvyeffortless

mock advertising meant to exude user’s personal version of savvy

HOW CAN WE GET PEOPLE COOKING

AGAIN?

Overwhelming statistics correlate the positive effects of a home cooked dinner to a healthy lifestyle and a healthy home. Can cooking a meal have a parallel convenient experience that people desire from frozen foods or takeout?

SIMPLE MEAL

19

Several factors impact the choice between cooking and making convenience foods. The original approach saw the problem with a dividing line that separated factors that influenced those who cooked and those who didn’t. In order to fully grasp how frozen food developed as real a meal option, I decided to look to America’s past.

THE QUESTION.

08

educationmoney

money

internet

cultural

television

cookbook

tools

tools

ingredients

take out

cafeteria

convenience foods

microwave toaster

microwave vegetables

fruits

spices

proteincarbsfats/sugars

dairy

stove

stove

oven

oven

knivescutting board

pots/pans

DINNER07 PM 09 AM

LUNCH12 PM 10 11 01 02 03 04 05 06

BREAKFAST

restaurant

cooking

TO COOK OR

NOT TO COOK?food landscape

price

time

socio-economic factors

dietaccess

20

Since the use of processed foods for soldiers in WWII, Americans have continued the demand for convenience foods. Yet our consumption increase in unhealthy foods have cost us our health.

With the world moving faster and faster, there will always be a demand for convenience.

How can “convenience” be redefined to include cooking?

THE NEED FOR CONVENIENCE IN FOOD HAS BEEN HURTING OUR HEALTH

LABOR FORCE (MILLIONS)

TOTAL ADDED FATS CONSUMPTION

CORN SWEETENER CONSUMPTION

OBESITY RATE

SOFT DRINK CONSUMPTION

DIABETES RATE

20

40

60

80

100

120

140

1950 1960 1970 1980 1990 2000

CONSUMPTION

WORKING

POPULATION

HEALTH CONVENIENCE FOODS

(convenience foods are known

to be processed with more

saturated fats, sodium and

sugar than fresh cooking)

Source: U.S. Dep’t of Labor, Health and Economic Research

21

Inital thumbnail concepts explored cooking tools that would help people cook in the kitchen, or help people make healthier choices at the cafeteria. Although they were helpful tools, the ideas didn’t address the issues of getting new users to start cooking.

PEOPLE NEED HELPFUL COOKING TOOLS, RIGHT?

timed dinner cooker

unit spice dispenser

tbsp. cartridges cooking phone app.

school serving system

22

What started as a brainstorm, made me realize that many people participating were a part of the confused and cooking inexperienced. Unexcited by the idea of more gadgets, they exclaimed they wanted the cooking process to become simpler.

“I don’t want more gadgets in the

kitchen, I want help.”

-JAMES

I REALIZED PEOPLE DON’T WANT ANY GADGETS!

BRAINSTORM TOOLKIT

“what are the challenges with cooking?”

overwhelming!complicated

fear of failure

23

The brainstorm evolved into finding out why cooking is avoided, why it is celebrated, and what factors are the thresholds in between. This was a great way to understand what to focus on.

SO PEOPLE ACTUALLY SEE THE BIG PICTURE AS A SPECTRUM

time time$ $com-plexity

sim-plicity

access education “tools” collective sharing

individual accomplishment

COOKINGNO COOKING

fear

24

time time$ $com-plexity

sim-plicity

access education “tools” collective sharing

individual accomplishment

COOKINGNO COOKING

fear

Addressing people’s limit of access meant understanding their personal and social barriers: time, money and complexity. Given the context, it meant rethinking the correct environment.

This meant getting out of the kitchen, and into the store.

IT’S ABOUT ACCESS

25

Joining Susan on a grocery trip gave some insight to why she preferred buying frozen foods. She shops with a cooking list and checks the ads for certain deals. With two of her three kids constantly out of the house, she doesn’t find all the time cooking a meal worth it if they can’t all enjoy it.

She prefers the convenience.

SHOPPING WITH SUSAN

MEET SUSAN

“I’ve been cooking less for my family because everyone’s busy and it’s more convenient.”

26

It was easy to realize that the grocery store constantly has an overload of information. Frozen food dinners have succeeded in simplifying the process.

What if there was a way to also minimize complexity, reduce price and time to prepare dinner by offering a new kind of cooking experience?

SO WHAT DOES ACCESS LOOK LIKE?

dinner

FROZEN MEAL

olive oil

eggs

marinara sauce

pasta

bread crumbs

chicken

basil

COOKINGVS.

27

A tool that enables people to want to start cooking meant thinking about a service that could be offered to a shopper.

Considering the key contributers in the shopping experience made it apparent that the foundation of the service must connect a company’s business plan and a consumer’s product experience.

A SYSTEM WILL ENABLE PEOPLE TO COOK!

(business plan)

(product experience)COOK

COMPANY SPONSOR

transport home

app

ly co

okin

g skills

sh

op

pin

g

enjoy meal with family!

buy “ad space” from grocery

$

incre

ase

co-cre

ate

me

al w

/nutritionist prepare POP

GROCER

28

The grocery store is an environment that can be utilized to educate and entice people to cook. After the grocery and food company collaborate, an “ad space” will sell the meal at a sale price and entice shoppers to cook.

Simple Meal will demonstrate that cooking a healthy meal can be convenient.

THE GROCERY STORY: A VISUAL RECIPE IN ONE SPOT

03. SIMPLE WORKSTATIONstore workers can adjust height of shelving, as well as collapse them to improve portability

01. EASY LEARNING:

02. A VISUAL RECIPEnumbers attach magnetically to the shelves to convey how few ingredients are needed

company sponsors technical videoscook time, healthiness, serving size

HOW TO CUT AN ONION

prepare foods store items

move cart set up shelves

GROCER

29

THE COMPANY STORY: WHO WILL INVEST

02. COLLABORATIONsponsor & grocer nutrition collaborate

01. PAY FOR ADsponsor pays for ad space, ingredient is discounted, similar to coupon ads

03. DISPLAY MEALsponsored meal is on sale and is displayed for a few days

04. PROFITtarget market is expanded, company gains more money

Farmers and food companies advertise a meal that highlights their product. These companies will become sponsors of the meal, and they will grow and expand their user base.

(business plan)

COMPANY SPONSOR

transport home

app

ly co

okin

g skills

sh

op

pin

g

enjoy meal with family!

buy “ad space” from grocery

$ in

crease

co-cre

ate

me

al w

/nutritionist prepare POP

30

The ability to find all the “tools” for a home-cooked meal is now possible. After purchasing the discounted Simple Meal cooks now have the ability to make a healthy quick meal for less.

THE COOK’S STORY: SIMPLE STEPS TO FOLLOW AT HOME

01. UNLOAD GROCERIES 02. READ RECIPE CARD 03. FOLLOW INSTRUCTIONS 04. ENJOY! (product experience)COOK

enjoymeal with family!

transport

home

app

ly

coo

king

skills

sho

ppin

g

step numbertake-home recipe cards from the grocery explain each step!

chop

01

instruction

01. VEGETABLES

dice the red and green

peppers, onions

02. PREPARE RICE

mix 2 cups of white rice

with 4 cups of water. Boil

for 20 minutes

03. SEASONING

chicken coat with 3 tbsp.

of olive oil, 2 pinches

of salt, and 3 clicks

of McCormick’s Thai

seasoning. Rub well.

chopboil

season

recipe:THAI CHICKEN CURRY

$15 | 20 minutes| four people

STETHOSCOPE

I NEED TO DIAGNOSE 83 HEARTS TODAY.

Cardiovascular disease account for an estimated total of 30% of all global deaths. Doctors in clinics need to see a lot of pa-tients in one day, and assess these heart problems. In these extreme situations, they need a tool that will help assist their diagnosis.

32

THE STETHOSCOPE WILL ASSESS MOST CARDIOVASCULAR DISEASES

OF TOTAL GLOBAL DEATHS ARE CAUSED BY

CARDIOVASCULAR DISEASE

and...

of these deaths are found in low income countries

12.2%

9.7% 7.1%CEREBROVASCULAR DISEASE

RESPIRATORY INFECTIONS

82%

HIGH INCOME COUNTRIES

AREAS OF THE HEART

PULMONARY AREA

MITRAL AREATRISCUPID VALVE

AREA

AORTIC AREA

low income countries account for 82% of cardiovascular disease deaths. while industrialized countries use an echocardiogram to look at the heart, most heart problems occurring in these clinical settings are different structural problems assessed by the stethoscope.

tool of choice in these areas!

33

AN ECHOCARDIOGRAM SEES THE HEART... ...AND A STETHOSCOPE HEARS

an echo cardiogram is a sonogram also known as a cardiac ultrasound to show images of the heart. doctors use this tool in many hospital settings, but is not affordable for other situations.

an acoustic tool to listen to the heart, the lungs, intestines and blood flow in arter-ies and veins. it is an iconic symbol repre-senting the doctor but no recent innova-tion has been applied.

OUTDATED: nearly 200 years old, no recent in-novation and is used as a rough gauge

EDUCATION: procedure can be up to thousands of dollars, and is unaffordable for clinics

EXPENSIVE: procedure can be up to thousands of dol-lars, and is too expensive for clinics

BULKY: portable models are still not practical for ex-treme conditions

SLOW: in clinical settings, doctors need to diagnose hundreds of patients faster

SANITATION: one in three stethoscopes are found contaminated with MRSA bacteria

HARD TO HEAR: in extreme conditions it is hard to hear the heartbeat

AU

SC

ULT

ATIO

N

AUDITORYVISUAL

VISUAL AND AUDIO

34

VISUALIZING SOUND WAVES AND SOUNDinitial concepts that try to tackle prob-lems such as portability,making the screen left to right, and sanitation.

WHAT ABOUT THE EAR BUDS?-make auditory experience more sanitary-improve portability and durability

LET’S MAKE IT EASY TO READ-minimize user interference with screen-help doctors read left to right-keep form compact

35

54BPM

SEE THE HEARTBEAT,DIAGNOSE ACCURATELY.

01. CLINICAL SETTING 02. PATIENT INTERACTION 03. TURN ON AND RELEASE SCREEN

04. VISUALIZE HEARTBEAT

visual sound waves as well as sound from earbuds helps clearly identify patient’s cardiovascular problems.

36sound waves

personalized name, date and time

Patient Pulse

bell/diaphragm mode

UV disinfectant light

digital LCD screenvolume control

WHAT ABOUT THE EARBUDS?

styling concepts were explored, but it was necessary to keep the stethoscope a familiar and professional medical device, and avoid following strictly trends

REDEFINING AUSCULTATION

• visualize heartbeats while listening to a patients heart

• a cost effective alternative to expensive echocardiograms.

• saves patients reports, can freeze and zoom in on sound waveform for closer studies

• UV disinfectant light sanitizes usually contaminated diaphragm

THANK YOU FOR YOUR TIME!

| 513.288.6493| mhsieh08@gmail.com| 10558 Stablehand Dr. Cincinnati, OH 45242