MIX2017 創新設計年會 https://mixconf.tw/

2. Kyle Hsiao 蕭銘楷
Nationality: Taiwan
English: Fluent in reading, writing and speaking
Marital status: Married, 2 daughters
Date of birth: 08.02.1973 - taipei

3. Experience
2016-2017 Design Director, BMW Designworks
2015-2016 Consultant, PEGATRON, PEGA D&E
2013-2014 Special assistant of General Manager, HRD, PEGATRON
2008-2012 Design Director, PEGA D&E
2006-2007 Studio Manager, ASUS Shanghai Design Center
2002-2006 Product design manager, ASUS
2001 Exhibition design intern, Brooklyn Children’s Museum, NYC

4. 創新設計年會
product design
2002-2007
Lead designer of asus notecook pc.
In charge of w, j, s and u series notebook and mobile phone design

5. 創新設計年會
2004 J102 mobilephone
The core theme explored in the ASUS J102
design is “Tactile memory” - emphasizing the
user’s experience of handling the phone. The
soft form, metal body and delicate surface
treatment result in a phone that is a pleasure
to hold and to use.

6. 創新設計年會
2006 W1 carbon
As demand for ultra light weight electronic
products grows, we need to look for
materials with superior mechanical
qualities by reduced weight. Carbon fiber
offers a great opportunity for improving
these applications.

7. 創新設計年會
2006 ASUS mobile phone taskforce
Desgn direction/ user scenario/ design strategy/ guideline
Led 12 designers working on 5 segments and applications

8. 創新設計年會
asus innovation lab (demo or die)
2006-2007
Successfully launched brand new location based service for asus mobile device and developed the
new material research methodology which resulted in the following bamboo and ecology material
design.
focusing on expanding company's future product portfolio and extending product's life cycle
through implement innovative product solutions.

9. 創新設計年會

10. 創新設計年會
Team builder and China design
2007-
Came to Shanghai alone as a first-timer to setup and led a totally new international multi-
disciplinary design & research center in 3 months. Now a group of 30 designers including design,
research, material, interaction and user interface capabilites.

11. 創新設計年會
Design for China:
Soybean milk maker

12. 創新設計年會
Mobility design
2016-
cross fertilization concept between external clients and the car brand

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14. 創新設計年會

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设计、研究、组织、流程、商业、行销。。。
LRUC methods

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And then…

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Left Brain+Right Brain+User Center

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组织、研究、流程、设计、行销。。。
LRUC methods
逻辑
思维
创意
思维

19. 創新設計年會
大脑皮质vs缘脑
¸
¸
Limbic Brain: 感性、情绪、决定
Neocortex: 理性、分析、思考、語言

20. 創新設計年會
Golden Circle by Simon Sinek
¸
¸
(Why)用户为中心
(What)理性与逻辑
(How)感性与创造
Neocortex

21. 創新設計年會
Reliable
Can I trust it to do what I want?
Functional
Does it fit user needs?
Usable
Do I unsderstand how to use it?
Joyful
How do I feel when
I use it?
Why do I use it?
Engage

22. 創新設計年會
Orginization
LRUC methods

23. 創新設計年會
Essence:
Improve
Enhance
Orientation:
Vertical
Intrinsic
Strategy:
Synergy
Harmony/
Balance
Movement/
Stillness
Building/
Storing
Essence:
Fuse
Transform
Orientation:
Horizontal
Extrinsic
Strategy:
Think tank
Cross brand

24. 創新設計年會
Manufacturing Service
SMDDesign

25. 創新設計年會

26. 創新設計年會
Through Cross-Fertilization
BUSINESS PROCESSES, GLOBAL CONSUMER INSIGHTS, BRAND UNDERSTANDING
BMW
External Partners
Designworks
BUSINESS
RESULTS

27. 創新設計年會
Mindset
LRUC methods
Market Research, Product development, Marketing,
Strategy, Problem solving, or even HR…

28. 創新設計年會
当设计师进入工厂：
LRUC methods
Fact: 2013@Pegatron
Attrition rate: 30% monthly
Hiring cost: Billion RMB!
Yield rate: Bad
And 跳楼症候群…

29. 創新設計年會
A study of worker exit
6/2013-7/2014 250,000人次
7000+ survey，入职前到离职后三个月
2台 Mac Pro 没日没夜的跑数据
LRUC methods
User centered data mining

30. 創新設計年會
QUALITATIVE
Focus on Why and How
Describing
Words
Natural language of participants
Helps develop ideas
Insight
Qualitative vs. Quantitative Research
QUANTITATIVE
Focus on What and How much
Measuring things
Numbers
Language of statistical analysis
States facts
Conclusions

31. 創新設計年會
Baseline characteristics
性别，年纪， 户口，派遣，回锅，学生，在职天数，
直线主管，学历，考绩，宿舍…100+项
Qualitative + quantitative 问卷

32. 創新設計年會
use for any predictor, baseline hazard ratio

33. 創新設計年會
Direct'Hire'Rate' Average'Worker'
Exit'Rate'
Total'New'Hires'in'
First'Year'
%'of'workers'with'
>'12'week'tenure'
at'1'year'
30#%# 7.9#%# 4128# 33#%#
40#%# 7.5#%# 3936# 37#%#
50#%# 7.3#%# 3788# 38#%#
60#%# 7.1#%# 3699# 39#%#
70#%# 7.0#%# 3677# 40#%#
(1) (2) (3) (4)
VARIABLES Sought_better Dislike_Pega want_a_break would_return
equals 1 if employee is female -0.362** 0.166 0.071 0.010
(0.169) (0.109) (0.046) (0.034)
age_in_years -0.024 0.003 -0.012*** -0.001
(0.017) (0.011) (0.004) (0.003)
dispatch_yn 0.311** 0.103 -0.031 0.016
(0.136) (0.100) (0.035) (0.027)
As#of#follow(up#survey,#employed#in#factory# 0.140 -0.055 -0.055 0.024
(0.148) (0.104) (0.037) (0.027)
Before#Pega,#employed#in#factory# -0.016 -0.005 0.036 0.033
(0.128) (0.088) (0.033) (0.024)
Current#salary#be<er#than#before# 0.709*** -0.336*** -0.094** -0.119***
(0.150) (0.101) (0.037) (0.027)
Current#salary#about#the#same# 0.072 0.029 -0.066 -0.087**
(0.201) (0.129) (0.052) (0.038)
equals 1 if the employee left before March 8,
2014 -0.311** 0.087 0.006 0.025
(0.130) (0.088) (0.033) (0.025)
Original province is Henan -0.281** -0.053 0.013 -0.002
(0.143) (0.093) (0.036) (0.027)
Original province is Shanghai 1.463 -0.129 -0.100 -0.137***
(1.023) (0.726) (0.168) (0.032)
Constant 0.382 0.004 0.608*** 0.185**
(0.430) (0.286) (0.104) (0.081)
Observations 788 788 798 825
R-squared 0.075 0.030 0.035 0.030
Simulation tool Exit survey

34. 創新設計年會
Key wishes:
职业梦想计划
How to…:
Mentor Mentee Program
Build your iPhone
优化Hiring：
Self referral Program
Gender hiring cost
Service enhancement：
员工一站式服务中心
Station 优化
…
17% attrition rate drop！
4.2亿 saving！
Best Practice
User Centered(Why)
理性与逻辑(What)
感性与创造(How)

35. 創新設計年會
Insight based foresight
LRUC methods
why product categories change and evolve?
Will we find these same patterns of change and evolution
in people’s lives
People have their own experience innovation strategies
as they seek to make their lives better

36. 創新設計年會
How product categories change and evolve?
Functional benefits Aspirational benefits
Core benefit More advance
of core benefit
Fusion of core
benefit
Fusion of core
+secondary benefit
New categories or
segments

37. 創新設計年會
How product categories change and evolve?
Functional benefits Aspirational benefits
Core benefit More advance
of core benefit
Fusion of core
benefit
Fusion of core
+secondary benefit
New categories or
segments
破坏式创新
Game changer?体制内创新

38. 創新設計年會
Innovation Strategies
Functional benefits Aspirational benefits
Improve
Fuse
Enhance
Transform
Learning about the new
benefit
Fitting into their lives
Evaluating compelling
options
Migrate benefit delivery
options under one
wining experience
Aware of redundancy
and overlap between
solutions.
Try to extend use of
benefit into situations it
wasnt designed for
Wanting to use the
proposition to increase
meaning and connection
in life.
Strong sense that two
different categories have
so much in common that
can be combined

39. 創新設計年會
Innovation Strategies
Innovation seek to make lives better
Technology shapes trends
Trends push Technology

40. 創新設計年會
Innovation Strategies
Gartner HYPE Cycle, relevant technologies

41. 創新設計年會
Innovation Strategies
Gartner HYPE Cycle, relevant technologies

42. 創新設計年會
RELIABLE
Can I trust it to do what I want?
FUNCTIONAL
Does it fit user needs?
USABLE
Do I unsderstand how to use it?
ENJOY
How do I feel when
I use it?
Why do I use it?
ENGAGE
Left Brain+Right Brain+ User Center
• 左右脑并用！
• 永远记得用户为什么要用你
• 每个用户都是UX专家
• 只有不断提供无与伦比的体验，
才能满足这些UX专家的需求

43. 創新設計年會
wechat : kyleshiau
fb : Kyle Hsiao