Global Insights from Design Research

Shanghai, China - August 10, 2010

In the old days, designers began their designs by sketching in order to explore different form factors, following the old adage “form follows function.” Twenty years ago, frog founder Hartmut Esslinger made a ground breaking statement “Form follows emotion” to explain the complicated relationship a design has with its consumers. Nowadays, designers no longer focus solely on the object itself. A beautiful design can no longer win the hearts of customers. Instead, human insights are at the core of the innovation process. Design researchers with experience rooted in sociology, psychology, and anthropology are the unique talents who uncover the needs from customers and identify the design opportunities to address those needs.

In our upcoming design mind speaker series, frog design’s Executive Creative Director of Global insights Jan Chipchase, along with Senior Interaction Designer Leizong Zhang, will explore the important role of design research in the convergence of business, design, and technology. Jan was recently listed as Fortune magazine’s “Smartest Designers in Tech” with his deep understanding of the importance of design research in connecting with and understanding users. Before joining frog, he worked as a strategist in Nokia's Los Angeles design studio and Principal Scientist in the Nokia Research Center in Tokyo. Jan led a team of designers, psychologists, usability experts, sociologists, and ethnographers into the field and ran complex, international design research projects. His own extensive research projects have taken him around the world, to more than 40 countries for deeper understanding of human behavioral patterns where he discovered unmet needs of the potential customers. His research informs, inspires and affects what designers choose to incorporate in the final product and influences the emerging consumer trends that strategists focus on.

Jan will share his hands on experience in design research by using rich examples from a decade in the field. He’ll highlight the range of methods and tools at the design researcher’s disposal, draw on cases that have informed and inspired the design process, and explore the challenges of turning these profound insights into tangible drivers of business.

Date: Aug 10, 2010
Venue: The Dutch Culture Center, Chang De Road, 800 show, Shanghai, China
Time: 18:30 to 21:00
Speakers: Jan Chipchase, Executive Creative Director of Global Insights, and Leizong Zhang, Senior Interaction Designer
Moderator: John Wang, Managing Director, M. Style Magazine

Please RSVP to vanessa.shi@frogdesign.com

透视设计调研
 
本期活动主讲人：Jan Chipchase
 
·《财富》杂志“全球技术界最聪明设计师”
· 青蛙计创意执行总监, 前诺基亚东京研究中心首席科学家
· 跨国设计调研项目负责人，足迹遍布40多个国家
Jan Chipchase深度考察并揭示人类行为模式，感知潜在消费者诉求，用自己的独到见解为设计师带来灵感，以自己对流行趋势的敏锐洞察影响商业决策, 被广泛视为设计调研界的权威人物。
 
从前,设计界奉行"形式追随功能"的金科玉律,设计不过是对各种外观元素的探索。20年前，青蛙设计创始人Hartmut Esslinger发表了革命性的设计宣言“形式追随情感”，更好地诠释了设计与消费者的复杂关系。而现在，产品单靠形式已不足以打动消费者，“以人为本”的理念才是设计的核心。设计师们试图在设计中融入更多对消费者诉求的理解。而有着社会学、心理学和人类文化学背景的设计调研师们顺势而生，大显身手。
 
成长于商业、设计和技术的交汇之处，设计调研在产品开发过程中究竟扮演着怎样的角色？本次青蛙设计design mind 系列活动的演讲者，青蛙设计创意执行总监Jan Chipchase将为我们揭开设计调研的神秘面纱。这位被《财富》杂志誉为“全球技术界最聪明的设计师”曾任诺基亚洛杉矶设计室的策略分析师以及诺基亚东京研究中心首席科学家，带领包括概念设计师、工业设计师、心理学家、可用性专家、社会学家和人种学家在内的调研团队成功开展多个复杂的跨国设计调研项目，足迹遍布40多个国家。深知设计调研是帮助产品开发人员接触并理解用户的重要纽带，他深度考察并揭示人类行为模式，感知潜在消费者尚未满足的诉求，用自己的独到见解为设计师带来灵感，以自己对流行趋势的敏锐洞察影响商业决策。
 
怎样才能有效运用设计调研的方法与工具？如何提炼调研观点才能为设计师所用？调研结果在转化为商业发展动力时又面临哪些挑战？Jan Chipchase将结合自己十多年积累的丰富案例，带来设计调研行业的独家大透视。
 
日期：2010年8月10号
 
地点：中国上海市，荷兰文化馆，常德路800号(7号线 常德路)
 
时间：18:30-21:00
 
演讲人：Jan Chipchase 青蛙设计执行创意总监, Leizhong Zhang 张雷中 青蛙设计高级交互设计师
 
主持人：王志仁《M. Style创意》杂志执行董事
 
 
 
座位有限，活动报名请回复 vanessa.shi@frogdesign.com