Creating innovation in educational product differentiation and brand design
Speaker
  • Kimiko Fang Kimiko Fang Tencent Cloud Senior Visual Designer

    Zhejiang University Master of Information Product Design. Senior visual designer of Tencent Cloud Design Center. She is responsible for the main visual design of Tencent Cloud Education. Focused on the design of educational products such as Tencent Cloud Classroom, Tencent New Gaokao Pass, Teacher Training Platform, and Zhiqi AI Experimental Platform. She is experienced in the main visual design of Tencent mobile assistant PC version, Yingyongbao, QQ IoT, Tencent Cloud Voice, etc. The products resulting from those projects have won Tencent Annual Award and Company-level Business Breakthrough Award, which were well received by users. In Tencent's environment, she studied the user experience and visual design, cultivated unique thinking and innovation capabilities. Her design concept reflecting the most authentic perspective of users, letting design become an approachable change, empowering the design to promote industry innovation and development.

Creating innovation in educational product differentiation and brand design

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Session E8
Meeting room Undetermined
Time 11/20 14:00-17:00
Type Workshop
Language Mandarin
Direction Visual Design
keynote content
Content Introduction

China's online education market is ushering in a period of rapid development, and the scale of online education users is very considerable. In the Internet market in 2020, affected by the epidemic, the growth rate of online education users is significantly ahead of other Internet applications, and the industry growth trend is obvious. How to help customers establish their own brand and maintain competitiveness in the education industry? This workshop introduces some practical working thinking and working methods by explaining design methods such as user models, analyzing core customer demands, creating core product differentiation and effective customer proposals, combined with actual cases of online education. Participants can recognize valuable design methods, help better understand their target users, and discover and create core product differences through in-depth understanding of target users. At the same time, it helps designers and customers establish an effective communication mechanism to create brand value together.

Content details:
1、How to find innovation in business design
1.1 The difference between business and cousumer design
1.2 The transformation of design support in business design
1.3 Design scop of Tencent Cloud education online
1.4 Seek differentiated and innovative points in education products
Example of Differentiated Innovation-Tencent Cloud -Tsinghua Teacher Training Team Cooperation Project-Teacher Training Platform Design

2、Design drives brand promotion of education online products
2.1 Design role transformation and influence expansion in business processes
2.2 Brand design genes
2.3 Construction of design genes to unify user's a sense of product indentity
2.4 The growth of brand genes and the positive design ecosystem
2.5 Brand design example of educational products-Zhiqi AI experimental platform design
2.6 Collaborative project - teacher training platform design explanation

3、Tencent Cloud Education Design Line-a case of brand building and differentiated innovation
3.1 Xin Gao Kao Tong . AI simulates and helps senior high school students and their parents to comprehend latest policies more easily and conveniently apply for college entrance examination.
3.2 Methodological review

Structure and Agenda

1、 Warm-up and Workshop Introduction
2、Concept explanation: from visual design to enhance the methodology of education brand, the methodology of creating education product differentiation and brand enhancement
3、Explanation of work cases. For example, it includes: the design method of the brand design improvement of the Zhiqi AI experimental platform and cases
4、Practical interaction: group propositions to help participants enhance their understanding of concepts and experience of methods
5、Summary and review: share comments in groups and focus on deepening the conception

Target Audience

1、Elementary/Intermediate Product Experience Designer
2、Elementary/Intermediate Interaction Designer
3、Elementary/Intermediate Visual Designer
4、Design manager
5、Product manager

Participants Benefit

1、Help visual designers build and improve their professional ability to highlight project
2、Through shared design methods and models, understand the design of educational products and effectively build product brand identity
3、Help visual designers cultivate the way of thinking and ability to bring commercial value to the project
4、Participants will have deeper understanding of education product differentiation and innovation and brand design

Work Case
  • Design drives brand promotion of education online products
  • Tencent Cloud education industry business design and seeking differentiated innovation
  • Black stone QQ design
  • Teacher training platform in cooperation with Tsinghua teacher team
  • Tencent Zhiqi Academy
  • Tencent Cloud Education-Zhiqi AI Experimental Platform
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  • Teacher training platform in cooperation with Tsinghua teacher team 46
  • Tencent Zhiqi Academy 56
  • Tencent Cloud Education-Zhiqi AI Experimental Platform 66
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