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


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


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 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

Sharon Design Innovation Portfolio

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